Account-Based Marketing (ABM)

The Chartered Institute of Marketing

How long?

  • 1 day
  • online

The Chartered Institute of Marketing

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Who should attend

B2B marketers and sales mangers considering the development of an ABM strategy to market high-value, complex solutions in competitive markets.

About the course

Account Based Marketing (ABM) is one of the most successful B2B marketing strategies in today’s disrupted and increasingly competitive marketplace. This interactive one-day workshop shows how ABM can help you systematically target, develop and win accounts that match your ideal client or customer profile.

The latest ABM approach combines the best of Key Account Management with strategic marketing principles. Coordinating sales and marketing enables you to develop a 360-degree view of the client organisation and the key contacts within it. You will learn how to use ABM to align your sales and marketing teams and processes with the buyer’s own process in high value target market segments.

You will leave the course with an understanding of ABM and how to create a personalised buyer experience, to qualify and nurture leads through to the sales close.

Learning outcomes

  • Understand the value and impact of Account Based Marketing
  • Plan a strategy: set targets and Key Performance Indicators for ABM
  • How to align sales and marketing with the buyers’ requirements, people and processes
  • Define key tactics to generate awareness and leads in target markets
  • How to qualify, nurture, develop and close
  • How to ring-fence, up-sell and cross-sell clients
  • What to measure ABM-based sales and marketing performance
  • How to produce an integrated sales and marketing plan

Experts

Patrick Rea

Marketing & PR director, FCIM Chartered Marketer and GDF training Course Director, Chartered Institute of Marketing, the world's leading marketing organisation. Trustee Director of PTSD Resolution, the armed forces' mental health charity. Consultant and team leader in sales and marketing pl...

Account-Based Marketing (ABM) at The Chartered Institute of Marketing

From  GBP 475$683

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Finance

During Finance courses, you will get acquainted with a huge number of financial analyst tools and learn how to work with them. So, you will learn how to make and analyze financial reporting, calculate the main financial indicators of the company and ...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.