ABM Accreditation for Agencies


Successful ABM programmes rely on a tight partnership between client-side ABM teams and their chosen agency.

The best agency partners understand what good ABM looks like and the issues ABM-ers face in delivering it, while being clear on their own role in driving impact through account-based campaigns. | Virtual course

Book your course


24 January – 14 February 2024

4pm GMT/ 11am ET/ 8am PT

24 Jan 2024 – 14 Feb 2024

Run as weekly virtual sessions delivered by two experienced ABM practitioners. Sessions start at: 4pm GMT / 11am ET / 8am PT.

  • Propolis members: £1550 + VAT
  • Non members: £1860 + VAT


In this course, you will learn about the steps that ABM-ers work through to develop and execute their ABM plans, and the value you can add at each step. The course starts with an introduction to the role of the ABM-er and their agency partner, before working through how to build account insight, develop a marketing strategy, create compelling ABM propositions and content, and design campaigns that engage target buyers and influencers. It concludes with a look at how to maximise campaign impact and demonstrate value to the client.

Delivered over four weekly two-hour sessions, this course includes proven concepts, group work and best-practice case studies as well as an opportunity for personal reflection.

What you will learn?

At the end of this course, you will understand how to:

Be a stronger agency partner to your clients;

Build insight into an account and its key stakeholders;

Define marketing objectives to deliver the client’s ambition;

Craft the right marketing strategy for an account or cluster;

Create compelling ABM propositions and content;

Engage target buyers and influencers;

Track impact and showcase value delivered.

“Really and truly one of the best courses I’ve done and the most engaging virtual formats I’ve experienced.” – “The practical nature of this course means that we’re in a position to take what we’ve learnt and the work we’ve done and turn that into value for the business immediately.” – “I really enjoyed the mix of theory and practical elements during the sessions. It kept me engaged and allowed me to apply concepts while they were front of mind.” – “It was very useful to briefly talk through what we’ve learned in the course, and to hear more best practices from my mentor, and their views on the feasibility/hurdles of implementing ABM.”

What’s included?

This course complements our client-focused ABM training courses and is developed for agency personnel who want to improve the way they partner with their clients to deliver high-impact ABM programmes. Delivered by two experienced ABM practitioners, you’ll receive practical checklists on how to:

Create actionable insights for an account or cluster and key stakeholders;

Develop a marketing strategy for an account or cluster;

Create compelling content to engage buyers and influencers throughout the buying journey;

Design, execute and report on ABM campaigns to maximise impact.

Who should attend?

This course is designed for agency personnel who want to understand best practices in ABM, improve the way they partner with their clients through the ABM process, and increase the impact of their ABM campaigns.


Get certified for the time you dedicate to up-skilling yourself and boosting your knowledge.

All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV. This advanced course is jointly accredited from B2B Marketing and global ABM experts, Inflexion Group.

About the trainer

Louise Jefferson

Co-founder and Managing Principal, Inflexion Group

Louise is a senior marketing professional with 30 years of experience in marketing business services in the technology sector. She specialises in helping companies to create new insights, identify and prioritise opportunities for growth, and accelerate accounts through Account-Based Marketing (ABM) programmes. Louise has held senior positions at Fujitsu and Cognizant, with responsibilities spanning business strategy, insight and market intelligence, field marketing, ABM and communications.

+44 (0) 20 7014 4920

Ask for our client solutions team on 44 (0)207 014 4920, or hit the button below:

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