Account-Based Marketing
Account-Based Marketing (ABM) is a client-centric marketing strategy designed to secure select accounts through highly-personalized campaigns. This course explains when this approach would be a preferable option over others, what resources it requires, the types of ABM campaigns that can be launched to reach target accounts, and the best practices for executing ABM. This strategy is discussed as a way to improve revenue through targeting high-value accounts. The goal is to understand whether you have the need and capacity to use ABM as a part of your larger marketing strategy, as well as how to execute it.
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Who is this for?
- Marketers
- Sales representatives
- Client success managers
- Managers
- Business owners
What does it include?
3 video lessons (48 min)
2 guides and 1 toolkit
1 knowledge check
Get a glimpse into the course
Course curriculum
Lesson 1. Account-Based Marketing philosophy and key advantages
Before committing to ABM, marketers need to understand what accounts they would like to target and decide on whether or not they have the resources available for employing this type of strategy. While there are clear advantages of ABM, to a certain degree, it’s a riskier path in terms of allocation of resources to win a particular client.
Lesson 2. Types of ABM campaigns
There are several types of ABM campaigns that B2B marketers can use to target selected account(s): one-to-one, one-to-few, and one-to-many. Blended approaches are also discussed as an option that is growing in popularity and has advantages in terms of cost-efficiency.
Lesson 3. ABM implementation
ABM requires extensive research on the ICP, adaptation and creation of content to fit the needs of your target accounts, and gaining attention of the buying committee of your potential clients. This lesson explains how this can be achieved and pinpoints common mistakes to watch out for while executing ABM.