ABM Masterclass

Overview

ABM requires a strategic approach as companies understand that high-value prospects and client expansions may require a more personalised approach. This masterclass will take you through three strategic approaches: Strategic ABM, Scaled ABM and Programmatic ABM centred around targeting, engagement, and measurement.

We will look at how to align your content to your persona mindset using the latest technology to deliver maximum performance bringing together your CRM, social channels, display advertising, content promotion, remarketing and marketing execution platform to deliver seamless communications across both on and offline channels. Referencing technology such as Salesforce, Adobe, Hubspot, Marketo, LinkedIn, Tech Target and Demand Base.

We will explore how to align cross-functional teams, processes, and technology across the martech stack to deliver more successful sales conversions, improved account relationships, better customer service and more efficient use of budgets.

With the latest thinking, practices & case studies, the 2-day course takes a strategic approach to improving your current ABM, explores ABX and focuses your marketing across acquisition, retention and engagement to deliver personalised, automated and optimised communications.

Who should attend?

Set at an advanced level, the course is designed for marketers or sales teams who want to improve their ABM expertise and are looking to develop strategies that improve performance and demonstrate impact.

Learning outcomes

• Learn more about Strategic ABM, Scaled ABM and Programmatic ABM
• The latest ABM best practice and how to implement it for growth
• Define a strategic ABM approach for your company
• The differences between ABM and ABX
• Building data-led audience profiles focused on the audience, account & sector
• Identifying and influencing the buying committee
• Aligning content and channels to your audience and determining the right scale to achieve your objectives
• Build awareness of different martech stack options in support of achieving reach, personalisation, automation, and conversion
• Increase your awareness of the right type of ABM technology to scale effectively
• Learn how to uncover insights to understand account interactions and buyer intent across the customer journey
• Learn how to build continuity in your communications
• Understand the role of teams across customer service, sales & marketing in creating connections, building relationships, and delivering ROI
• Use of strategic frameworks to apply insights which will help you to deliver more efficient use of budgets
• Reporting, metrics & proving impact