Focus on accounts that matter with account-based marketing (ABM)

Optimise your marketing and sales efforts to target key accounts and generate measurable ROI
  • Engage new prospects with highly tailored content and value propositions
  • Up-sell and cross-sell to clients
  • Optimise time spent on unproductive prospecting
  • Defend against competitive propositions
  • Generate measurable ROI.

Is your sales team wasting time on unproductive prospecting? Are your sales and marketing teams aligned? Can you calculate the ROI of your digital marketing spend? Account-based marketing helps you overcome these challenges. “Account-based marketing is a strategic approach that aligns resources against a set of defined accounts and goals in way that is relevant and valuable to those accounts to sales.” (Sirius Decisions).  

During this course, we’ll delve into how to use data insight to put in place a targeted approach to nurturing prospects and clients. Following this, we’ll guide you through all the necessary steps to develop and execute your own account-based marketing programme, from gaining executive buy-in to measuring ROI. 

You’ll also learn to:

  • Identify key accounts and assess where they are on their customer lifecycle
  • Create a replicable and scalable account-based marketing programme that works for your organisation
  • Structure your value proposition around influential stakeholders and produce compelling targeted content 
  • Measure your commercial impact with hard and soft KPIs

What past participants say about this course:

“Very informative, useful and practical. The topics I found more useful were the practical steps, customer lifecycle and messaging framework” XL Catlin.


We can also deliver this course in-house, and tailor the content to your goals. Get in touch to discuss your particular requirements.

Upcoming dates

13 Mar 2018, Tue
21 Mar 2018, Wed
10 Apr 2018, Tue
15 May 2018, Tue
19 Jun 2018, Tue
9:30am to 5:00pm
Clover House
147-149 Farringdon Road
United Kingdom
Need more information? Contact us

Trainer Biography

Robert Norum
McDonald Butler Associates
ABM Practice Lead

Robert has over 25 years experience in B2B Marketing, and he has spent the last six years at the cutting edge of Account-based marketing – helping to develop ABM strategy, messaging and programmes for some of the world’s largest organisations including Oracle, BT, VMware, EMC, Aruba Networks, DXC, Citrix, Quintiles and Tata Communications. In his current role, Robert works across the ABM spectrum from insight to marketing programmes, helping clients with strategy, planning and messaging. He is an experienced workshop facilitator, trainer and a regular speaker at B2B events. Follow him on Twitter @robertnorum



B2B Marketing
Clover House, 147-149 Farringdon Road, London, EC1R 3HN, UK
Tel: +44 (0) 2071449290