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Learn the strategies, tactics and metrics you need to be an ABM leader. This will help accelerate your company’s growth and your career. Account-Based Marketing The hottest topic in business is ABM because it works. All sizes and all industries are welcome to join the ABM movement.
ConversionXL (Steve Watt) – Account Based Marketing
You can master the strategies, tactics, metrics and wisdom required to be an ABM leader, accelerating the growth of your business and your career.
Account-Based Marketing Because it works, (ABM) is a hot topic in B2B. Businesses of all sizes and all industries are closing larger deals quicker and more efficiently when they think and operate differently.
ABM implementation is difficult for others because they don’t understand the fundamental differences between traditional B2B sales and marketing. Their shortcuts, blunders and omissions cost time and money. They then dismiss ABM as another fad. Meanwhile, their competitors are ahead of them.
After taking this course, you’ll:
- Clearly explain what ABM is, what it isn’t, and how it challenges so many of the beliefs, practices, and metrics taken for granted in almost every B2B organization.
- Evaluate the three types of ABM and determine which one(s) are best for your company (hint: it’s very likely that a blended approach of two or even all three is best).
- Cross-cultural and executive motivation is key-Functional alignment and co-ownership. Marketers who attempt to do it all alone fail.
- Create an Ideal Customer Profile (ICP), Tier Strategy, Cluster Strategy, and Contact Identification Plan that go beyond basic demographics.
- Multiplier planning is key-Threaded, multi-Multichannel, channel-Touch campaigns and cadences can help you cut through the noise to make your most valuable prospects a priority.
- Understanding the ABM technology landscape will help you to decide which tools are best for your specific challenges and when they should be introduced. Don’t fall into the trap of buying new technology too soon.
Learn how you can plan, build and test, measure, optimize, scale, and optimize. Account-Based Marketing Any B2B company and any industry
ABM includes strategy and execution, creativity, analytics, best practices, and constant experimentation.
This course is for you if ABM is a part of your job. It will provide you with the tools, frameworks, and insights that you need to be able to perform at higher levels. If your company isn’t there yet, or if you’re looking to join a new company, this course will position you to powerfully and credibly evangelize and lead what could be the most impactful growth strategy the company has ever employed.
Ideal for you if…
- You are looking to work for a B2B company with an average deal size of $10k or more.
- You want to stand out from the crowd of marketers competing for your attention and offer new opportunities to help you lead growth initiatives.
- You’re a CEO, CMO or CRO looking to close more deals, increase margins and retain customers.
This course is probably not for you if…
- Activity metrics (dials, etc.) are important to you. Drive sales performance, top-of-the-funnel metrics (leads, etc.) You can drive marketing performance with just a little more.
- You expect immediate results, but you won’t invest time planning, building, iterating and managing over months or even years.
- You don’t work well with others. ABM requires collaboration and can’t be done alone. “heads-down” In isolation.
- An ABM expert already exists. This course will cover lots of advanced material. However, those who are already proficient in ABM strategy and tactics, metrics, tools, and strategies will not find any redundant sections.
You should have the following skills before you take this course:
This course is suitable for beginners, intermediate, and advanced.-level ABM leaders and practitioners, as well as for senior B2B leaders interested in building more strategic, collaborative sales & marketing alignment. Once foundational topics have been covered, we’ll quickly move into rather advanced concepts.
- B2B and marketing strategies, metrics, and processes should all be familiar to students. As the saying goes, you’ve got to know the rules before you break them.
Learn the entire course curriculum
Account Marketing based on
Lesson 1
A little red Ferrari, problems with conventional demand gen, & laying solid ABM foundations
How a small (very little) Ferrari broke open an apparently inaccessible market, unlocked game-Changed the way mid-sized businesses grow and how they do it.-Demand generation is a key focus for any tech company of any size.
The following topics are covered:
- Learn what’s wrong with conventional sales, marketing, demand generation, and how it all slows growth and builds walls between the people who should be collaborating.
- Learn about the three types of ABM and how to assess your company’s needs. A blended approach is the best.
- Avoid these ABM mistakes.
Lesson 2
Planning your pilot
ABM’s most crucial steps are the gaining executive and cross-functional approval.-Functional alignment and the planning of a solid pilot program. We’ll go deep into why these steps are crucial, and how to rally the team around doing them right.
The following topics are covered:
- How to secure (and maintain) executive sponsor for ABM.
- How to attract customers, sales success, and other important stakeholders as enthusiastic co-The program’s owners.
- How to plan the perfect size pilot: Large enough to be useful, but small enough to be manageable.
Lesson 3
Absolutely nailing the ideal customer profile, account selection, & tier strategy
Account selection is often thought to be simple and intuitive. They’re wrong. These mistakes will ruin your chances of success, and you’ll waste months of your time and money. It could take years. We’ll make sure you start on a strong footing.
The following topics are covered:
- To create a strong Ideal Customer Profile, combine qualitative and quantitative approaches
- Selecting the best accounts and ensuring that all stakeholders are on board with the decisions
- Tiers and clusters. There’s much more to it than simple industry segments.
Lesson 4
Research, journey, & channels
Now that you’ve got your account list, and your tier and cluster strategy, you need to determine who, exactly, you need to engage and what approach and message are most likely to resonate with them.
The following topics are covered:
- Calculating how many contacts are needed for each account and in what roles.
- Data sources and manual methods for capturing the correct names, contact information.
- Insight research, buyer intent, social listening… how deep should we go?
- Channel and cadence planning.
Lesson 5
Optimizing & scaling
You still have a lot to do after your pilot is placed in the market. It will be inefficient and ineffective no matter how well it is planned and built. In terms of testing, measuring and communicating, you have to keep your foot on it. There is so much communication! We will also discuss the ABM Hype Cycle, and how many companies fell off the track during the initial stages of their ABM journey.
The following topics are covered:
- Once your pilot is in, maintain focus and momentum.-market.
- Establish a reliable cash machine that is predictable and repeatable.
- Effective communication is essential to ensure the foundations of scaling ABM after.-pilot.
Lesson 6
ABM tools & careers
There are hundreds upon hundreds of job openings that require ABM expertise, but not enough experienced and skilled people to fill them. How do you start in ABM? How do you hire people with experience in such a competitive industry? Are ABM and B2B marketing core competencies or a distinct career path?
The following topics are covered:
- Get a solid understanding of ABM technology and how it can help you improve your impact.
- You can continue your education with ABM content that is curated by industry leaders.
- Consider different ways of building your team, and improving your ability to de-emphasize and accelerate.-risk your ABM programs.
- Your career as an ABM practitioner or leader can be accelerated.
Continue reading: http://archive.is/f3Wpy
Course Features
- Lectures 0
- Quizzes 0
- Duration Lifetime access
- Skill level All levels
- Students 0
- Assessments Yes
