Account Based Marketing

Certificate earners have completed 3 hours of training and passed the final exam with a score of 90% or higher. In just 6 sessions, you’ll be able to… *Clearly explain what ABM is, what it isn’t, and how it challenges so many of the beliefs, practices, and metrics taken for granted in almost every B2B organization. *Evaluate the three types of ABM and determine which one(s) are best for your company (hint: it’s very likely that a blended approach of two or even all three is best). *Gain enthusiastic executive and cross-functional alignment and co-ownership. Marketers who try to do it alone fail. *Develop an Ideal Customer Profile (ICP), tier strategy, cluster strategy, and contact identification plan that goes well beyond basic demographics and technographics. *Plan the right multi-threaded, multi-channel, multi-touch campaigns and cadences to cut through the noise and become a priority for your most valuable prospects. *Understand the ABM technology landscape, what tools may be right for your particular challenges, and when to introduce them. Don’t fall into the trap of buying new technology too soon.