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 today
November 13, 2024 – December 4, 2024
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Four two-hour virtual sessions run across four consecutive weeks, delivered by two experienced ABM practitioners. Session timings: Wednesdays at 4pm GMT / 11am ET / 8am PT.
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Propolis members: £1400 + VAT
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Non members: £1680 + VAT
Description:
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.
What’s included?
- 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.
Certification
- 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.
Louise Wingfield (Clark) has 30 years of B2B marketing experience working for tech startups and global tech companies, including Microsoft and Salesforce and has a passion for leveraging technology and innovation to improve customer experience. Having held senior leadership positions her experience includes setting up and implementing partner, industry and Account-Based Marketing strategies, deal-based marketing, project and programme management and ABM training.
Stephanie Deane is a senior marketing leader with 15 years’ experience across IT, Telecommunications and Professional Services; holding senior marketing positions at Deloitte, as Head of Account Based Marketing, and O2 Telefonica, as Head of Account & Sector Marketing.
