B2B Account Based Marketing | Training Course | IDM
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B2B Account Based Marketing

Learn how to develop a successful Account Based Marketing (ABM) programme. From an understanding of the principles through to practical exercises, this course gives you the tools to get your programme up and running.

  • You will learn to
  • Details
  • Course availability

During this course you will learn to:

  • Develop strategies to make sure marketing and sales work perfectly together
  • Set realistic targets for your programme and what it can achieve
  • Find the best companies to include in your programme
  • Choose the technology you need to make it all work
  • Plan the content and communications to make sure you succeed


Course Categories: B2B Marketing

See below for further course details and full programme information.

Details

Level
Intermediate
Duration
1 day (7 CPD hours)

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Course availability

Please get in touch for more information. Call us on 020 8614 0255 or email on training@theidm.com

Course Information

What is Account Based Marketing?

• Definitions and explanations of key terminology
• Why ABM has become the most talked about topic in B2B marketing
• Common ABM misconceptions
• Skills and resources needed to run an ABM programme

Align sales and marketing

• Set the programme's key aims
• Map out the key stages of the sales process
• Understand the needs of sales people
• Explore the key responsibilities of team members and their relationships
• Resources you need to run your campaign
Set goals and objectives
• Make sure everyone has realistic expectations
• Set meaningful and measurable targets along the way
• Agree responsibilities across your organisation
• Set key measures for success

Choose target accounts

• How to choose the best targets
• The optimum number of companies to include
• Find the stakeholders in each company
• What criteria to use when choosing
• How to gather information to assess potential targets
• Data sources

Customer journey mapping and defining content needs

• Planning typical customer journeys
• Media selection
• Publisher partnerships
• Other tools to help you
• Making your content stand out

Structure CRM and marketing automation

• What technology or tools do you need?
• What are the best alternatives?
• What to ask when choosing tech partners

Roll out campaigns

• Increase ABM volumes without losing your focus
• Use the principles of Account Based Advertising
• Keep the sales people on side

ABM to grow existing customers

• Division between ABM for existing clients and prospects
• Building client accounts using ABM principles
• Turning clients into advocates
• How existing major accounts can help recruit new ones
• Keep Account Managers onside

In B2B companies:

• Marketing Managers
• Marketing Directors
• Communications Managers
Marketers will have the tools to set up and run ABM programmes
Account Based Marketing is the most talked about subject in B2B, particularly because users find that employing an ABM strategy significantly improves the effectiveness of marketing activity.

David Hearn F IDM, Managing Director, AHK

David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

London (W1W 8SS)

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Get in touch...

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