Account-Based Marketing (ABM) and Sales: Driving Growth Through Targeted Strategies

Introduction

Account-Based Marketing (ABM) is transforming how sales and marketing teams engage with high-value accounts. This 5-day training course equips participants with the skills and tools to execute ABM strategies that align sales and marketing efforts, personalize outreach, and build deeper relationships with target accounts. By focusing on precision, collaboration, and technology, participants will learn to drive revenue growth and long-term success through ABM.

Objectives

By the end of this training course, participants will:

1. Understand the principles and benefits of Account-Based Marketing (ABM) and its alignment with sales.
2. Learn how to identify and prioritize high-value target accounts.
3. Develop skills to create personalized, account-specific marketing and sales strategies.
4. Explore tools and technologies to implement and optimize ABM campaigns.
5. Master techniques to measure ABM effectiveness and refine strategies for continuous improvement.
6. Foster collaboration between sales and marketing teams for ABM success.

Who Should Attend?

This course is designed for:

• Sales and marketing professionals seeking to implement ABM strategies.
• Business development managers aiming to increase revenue from high-value accounts.
• Marketing managers and strategists focused on aligning efforts with sales teams.
• Entrepreneurs and business owners targeting specific customer segments or industries.
• Anyone responsible for driving growth through targeted marketing and sales approaches.

Day-by-Day Outline

Day 1: Foundations of Account-Based Marketing and Sales

• Morning Session:

  • Introduction to ABM: Principles, Benefits, and Core Concepts
  • ABM vs. Traditional Marketing: Key Differences and Advantages
  • The Importance of Sales and Marketing Alignment in ABM

• Afternoon Session:

  • Identifying Ideal Customer Profiles (ICP) and Target Accounts
  • Workshop: Defining and Prioritizing High-Value Accounts for ABM

Day 2: Personalizing Marketing and Sales for Target Accounts

• Morning Session:

  • Crafting Tailored Content and Messaging for Specific Accounts
  • Personalizing Sales Outreach with Data-Driven Insights

• Afternoon Session:

  • Building Multi-Channel Campaigns to Engage Target Accounts (Email, Social Media, Events)
  • Workshop: Designing a Personalized ABM Campaign for a Target Account

Day 3: Technology and Tools for ABM Success

• Morning Session:

  • Leveraging ABM Platforms and Tools (e.g., Demandbase, HubSpot, Salesforce)
  • Using CRM and Analytics for Account Tracking and Insights

• Afternoon Session:

  • Aligning Marketing Automation with ABM Strategies
  • Workshop: Configuring Tools and Platforms for ABM Campaign Execution

Day 4: Aligning Sales and Marketing for ABM Success

• Morning Session:

  • Building Collaboration Between Sales and Marketing Teams
  • Sharing Insights and Feedback to Improve ABM Efforts

• Afternoon Session:

  • Case Studies: Successful Examples of Sales and Marketing Alignment in ABM
  • Workshop: Developing a Collaborative Plan Between Sales and Marketing Teams

Day 5: Measuring Success and Scaling ABM Strategies

• Morning Session:

  • Key Metrics and KPIs for Measuring ABM Effectiveness
  • Evaluating Campaign Success and Identifying Areas for Improvement

• Afternoon Session:

  • Scaling ABM Strategies Across Accounts and Teams
  • Final Workshop: Crafting a Comprehensive ABM Strategy for Your Organization

Modern Features of the Course:

1. Personalization and Targeting: Emphasizes creating tailored campaigns for specific accounts.
2. Sales and Marketing Alignment: Focuses on collaboration to maximize ABM success.
3. Technology Integration: Covers tools and platforms that support ABM execution and optimization.
4. Data-Driven Insights: Teaches participants how to use analytics to track and improve performance.
5. Practical Applications: Includes hands-on workshops to implement ABM strategies in real-world scenarios.

This course equips participants with the skills and strategies needed to create and execute high-impact ABM campaigns, ensuring alignment between sales and marketing teams and driving revenue growth from high-value accounts.