Introduction

Account-Based Marketing (ABM) and Sales is a highly targeted approach that focuses on key accounts rather than broad-market outreach. By aligning sales and marketing efforts, businesses can create personalized, high-value campaigns for their most important prospects and customers. This five-day ABM and Sales Training Course is designed to help professionals master ABM strategies, personalized outreach, and multi-channel engagement to win high-value accounts. Participants will learn how to identify ideal accounts, create personalized campaigns, and measure ABM success.

Objectives

By the end of this course, participants will be able to:

• Understand the fundamentals of Account-Based Marketing and Sales.
• Identify high-value target accounts and decision-makers.
• Develop personalized, data-driven ABM campaigns.
• Align sales and marketing teams for maximum effectiveness.
• Measure ABM success using key metrics and analytics tools.

Who Should Attend?

• Sales and marketing professionals in B2B and enterprise sales.
• Business development executives targeting high-value accounts.
• Marketing strategists focused on personalized outreach.
• Entrepreneurs and startups selling to specific industries or niche markets.
• Sales managers looking to optimize lead nurturing and closing strategies.

Course Outline

Day 1: Introduction to Account-Based Marketing and Sales

• What is ABM? Differences Between ABM and Traditional Marketing
• The Benefits of ABM: Higher ROI, Shorter Sales Cycles, and Better Customer Engagement
• Identifying the Right Target Accounts (ICP – Ideal Customer Profile)
• Case Studies: Successful ABM Campaigns from Top Companies
• Workshop: Defining Your Target Accounts and Decision-Makers

Day 2: Creating Personalized ABM Campaigns

• The 3 ABM Models: One-to-One, One-to-Few, One-to-Many
• Mapping the Customer Journey for Key Accounts
• Content Personalization: Crafting Messaging That Speaks to Each Account
• Multi-Channel Engagement: Email, LinkedIn, Retargeting, and Direct Mail
• Group Activity: Developing an ABM Campaign Strategy for a High-Value Account

Day 3: Sales and Marketing Alignment for ABM Success

• Bridging the Gap Between Sales and Marketing Teams
• Creating a Service Level Agreement (SLA) Between Sales and Marketing
• Lead Scoring and Account Prioritization in ABM
• Effective Sales Outreach: Building Relationships with Decision-Makers
• Workshop: Developing a Sales-Marketing Playbook for ABM

Day 4: Technology, Automation, and Analytics in ABM

• Using CRM, AI, and Marketing Automation for ABM
• Leveraging Intent Data to Identify Buying Signals
• ABM Advertising: Retargeting, LinkedIn Ads, and Programmatic ABM
• Account-Based Sales Enablement: Equipping Sales Teams with the Right Content
• Panel Discussion: How AI and Data Are Transforming ABM Strategies

Day 5: Measuring, Optimizing, and Scaling ABM

• Defining Key ABM Metrics: Engagement, Pipeline Velocity, and Win Rates
• Tracking and Analyzing Account-Based Campaign Performance
• Common ABM Mistakes and How to Avoid Them
• Scaling ABM for Long-Term Success: Expanding to New Accounts
• Final Group Presentations: Building a Full ABM Strategy for a Business
• Certification Ceremony & Next Steps

Course Methodology

• Case Studies & Real-World ABM Campaigns – Learning from top-performing ABM strategies.
• Hands-On ABM Workshops – Creating target account lists and personalized outreach.
• Sales & Marketing Alignment Exercises – Ensuring collaboration between teams.
• Data-Driven Decision-Making – Leveraging AI, analytics, and automation tools for ABM.
• Final Project & Feedback – Developing a custom ABM strategy for a real business.