Account-Based Marketing (ABM)
Stop chasing leads. Win the accounts that actually pay.
About this course
Most B2B teams treat ABM as a buzzword bolted onto the same spray-and-pray demand gen, then wonder why nothing closes. This course teaches the operating discipline: building an ICP from your own won-deal data, scoring and tiering a finite account list, mapping the six-to-ten person buying group, getting marketing and sales to agree on definitions and a service-level agreement, picking among 1:1, 1:few, and 1:many models, and wiring up intent data and a platform like 6sense, Demandbase, or HubSpot. You will leave able to choose target accounts defensibly, design a personalized multi-channel play, and report the only numbers that matter — engaged accounts, pipeline created, win rate, and deal size.
Curriculum
Module 1: What ABM Is and When It Wins
- Flipping the Funnel: From Leads to AccountsPreview
- When ABM Beats Traditional Demand Generation🔒
- The Three ABM Models: One-to-One, One-to-Few, One-to-Many🔒
Module 2: Picking the Right Accounts: ICP, Scoring, and Tiers
- Building Your Ideal Customer Profile🔒
- Scoring, Ranking, and Tiering the Account List🔒
- Mapping the Buying Group and Sourcing the Data🔒
Module 3: Aligning Sales and Marketing
- Why ABM Lives or Dies on Alignment🔒
- Building the SLA and Joint Account Plans🔒
- Orchestration: Coordinating Touches Across Teams🔒
Module 4: Plays, Channels, and Measuring What Matters
- Designing Personalized, Multi-Channel Plays🔒
- The Metrics That Prove ABM Works🔒
- Launching, Iterating, and Scaling the Program🔒