Account-Based Marketing

This course explains Account-Based Marketing (ABM), a highly focused strategy that aligns sales and marketing to win high-value B2B accounts. You will learn how to identify target accounts, personalize outreach, select the right ABM campaign type, and measure the success of your ABM strategy.
  • 9 video lessons (48 min)
  • 1 knowledge check
  • 2 guides
  • 1 toolkit
Who is this for?
  • Marketers
  • Sales representatives
  • Business owners
  • Managers
  • Client success managers

Experts

Mason Cosby

Strategic Advisor & Founder of Scrappy ABM

Catherine Vlaeminck

Fractional CMO,
Flex CMO

Course curriculum

Lesson 1.
Account-Based Marketing philosophy andkey 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.