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ABM Accreditation for Agencies

Successful ABM programmes rely on a tight partnership between client-side ABM teams and their chosen agency. The best agency partners understand what good ABM looks like and the issues ABM-ers face in delivering it, while being clear on their own role in driving impact through account-based campaigns. | Virtual course

Upcoming course dates

4pm GMT/ 11am ET/ 8am PT
24 January – 14 February 2024

Course description

In this course, you will learn about the steps that ABM-ers work through to develop and execute their ABM plans, and the value you can add at each step. The course starts with an introduction to the role of the ABM-er and their agency partner, before working through how to build account insight, develop a marketing strategy, create compelling ABM propositions and content, and design campaigns that engage target buyers and influencers. It concludes with a look at how to maximise campaign impact and demonstrate value to the client.

Delivered over four weekly two-hour sessions, this course includes proven concepts, group work and best-practice case studies as well as an opportunity for personal reflection.

What you will learn

At the end of this course, you will understand how to:

  • Be a stronger agency partner to your clients;
  • Build insight into an account and its key stakeholders; 
  • Define marketing objectives to deliver the client’s ambition;
  • Craft the right marketing strategy for an account or cluster;
  • Create compelling ABM propositions and content;
  • Engage target buyers and influencers;
  • Track impact and showcase value delivered.

What’s included?

This course complements our client-focused ABM training courses and is developed for agency personnel who want to improve the way they partner with their clients to deliver high-impact ABM programmes. You’ll receive practical checklists on how to:

  • Create actionable insights for an account or cluster and key stakeholders;
  • Develop a marketing strategy for an account or cluster;
  • Create compelling content to engage buyers and influencers throughout the buying journey;
  • Design, execute and report on ABM campaigns to maximise impact.

Who should attend?

This course is designed for agency personnel who want to understand best practices in ABM, improve the way they partner with their clients through the ABM process, and increase the impact of their ABM campaigns.

Certification

Get certified for the time you dedicate to up-skilling yourself and boosting your knowledge.

All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV. This advanced course is jointly accredited from B2B Marketing and global ABM experts, Inflexion Group. 

About the trainer/ bio/ photo

This course is delivered by experienced ABM practitioners from Inflexion Group, all of whom have led ABM programmes for global organisations working closely with agency partners.

Testimonials

“Really and truly one of the best courses I’ve done and the most engaging virtual formats I’ve experienced.” 

“The practical nature of this course means that we’re in a position to take what we’ve learnt and the work we’ve done and turn that into value for the business immediately.” 

“I really enjoyed the mix of theory and practical elements during the sessions. It kept me engaged and allowed me to apply concepts while they were front of mind.” 

“It was very useful to briefly talk through what we’ve learned in the course, and to hear more best practices from my mentor, and their views on the feasibility/hurdles of implementing ABM.”

This Advanced ABM practitioner Accreditation course explores how to use ABM to build long term relationships and mutual value with top customers and prospects. Designed for ABM-ers who already have some experience, the course works through the role of the ABM-er, the steps involved in creating and executing strategic and cluster ABM plans, and the soft skills needed to develop your career.

This course is delivered by experienced ABM practitioners, who have led ABM programmes for global organisations. They will draw on best practice examples to bring the concepts covered to life, giving you inspiring and practical ideas to apply in your own programmes.

This advanced course is delivered over eight sessions with sixteen hours of virtual classroom time, comprising case study based exercises, team work and additional mentoring, and leading to joint accreditation from B2B Marketing and Inflexion Group. 

Our advanced ABM practitioner course will give you the skills to deliver best-in-class strategic and cluster ABM, including how to:

  • work as a strategic marketing partner to account teams.
  • speak the account team’s language and demonstrate commercial acumen.
  • select, prioritise and successfully onboard accounts for strategic or cluster ABM.
  • build insight into and account and its key stakeholders.

The collaborative nature of this course means you will get to work as part of a team, sharing ideas and creating an ABM plan based on a case study account or cluster with your mentor. You’ll walk away with everything you need to build a best practice plan in your own organisation – and you’ll have extended your own ABM network!

This course is delivered by experienced ABM practitioners from Inflexion Group, all of whom have led ABM programmes for global organisations.

Deal based marketing

Senior buyers and influencers in your top accounts can unlock new budgets, accelerate deals, and collaborate with you to create valuable solutions. But how do you build an executive engagement programme that stands out from the crowd? This course explains how to do just that in seven practical steps, using best practice examples to bring the steps to life and inspire your own engagement strategy.

Summary 

Executive engagement is, at its simplest, about having conversations and building relationships with your most senior clients and prospects. At its heart lies a belief that sustainable business success comes from understanding your customers and collaborating with them to deliver value for you both.

Developing an executive engagement strategy requires long-term thinking and careful planning, often aligned with your ABM programme. This four-session online course, with eight hours of virtual classroom activities, will provide you with a highly practical overview of how to build effective executive engagement, what best practice looks like, and how to deliver it successfully in your business.

What you will learn

This Deal based marketing course will give you an overview of what it takes to build an effective approach to executive engagement and how to launch a programme in your organisation. You’ll learn how to:

  • Define programme objectives that map to your business strategy; 
  • Prioritise the executives you want to engage;
  • Build a deep understanding of the people you’re targeting;
  • Create a compelling value proposition for your programme; 
  • Design a range of activities to engage different executives;
  • Select, brief and train your own business leaders to engage effectively;
  • Demonstrate your programme’s success. 

What’s included?

Participants will receive all the content covered over the course of the four, two-hour training sessions. This includes:

  • Executive profiling templates;
  • Executive briefing pack template;
  • Programme value proposition template and messaging hierarchy;
  • A guide to successful relationship governance review meetings;
  • Guides to engaging small groups of executives through roundtable discussions, innovation workshops and customer advisory boards;
  • Guides to engaging networks of executives through communities, benchmarking research and awards programmes;
  • Illustrative measurement and reporting dashboard.

Who should attend?

This course complements our ABM training courses and is developed for marketers responsible for designing and running programmes that deepen relationships with customer executives. 

It is also a great next step for delegates that have completed any introduction or essentials training in ABM.

Certification

Get certified for the time you dedicate to up-skilling yourself and boosting your knowledge.

All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV. This course is jointly certified from B2B Marketing and global account-based growth experts, Inflexion Group.

Senior buyers and influencers in your top accounts can unlock new budgets, accelerate deals, and collaborate with you to create valuable solutions. But how do you build an executive engagement programme that stands out from the crowd? This course explains how to do just that in seven practical steps, using best practice examples to bring the steps to life and inspire your own engagement strategy.

Summary 

Executive engagement is, at its simplest, about having conversations and building relationships with your most senior clients and prospects. At its heart lies a belief that sustainable business success comes from understanding your customers and collaborating with them to deliver value for you both.

Developing an executive engagement strategy requires long-term thinking and careful planning, often aligned with your ABM programme. This four-session online course, with eight hours of virtual classroom activities, will provide you with a highly practical overview of how to build effective executive engagement, what best practice looks like, and how to deliver it successfully in your business.

What you will learn

This course will give you an overview of what it takes to build an effective approach to executive engagement and how to launch a programme in your organisation. You’ll learn how to:

  • Define programme objectives that map to your business strategy; 
  • Prioritise the executives you want to engage;
  • Build a deep understanding of the people you’re targeting;
  • Create a compelling value proposition for your programme; 
  • Design a range of activities to engage different executives;
  • Select, brief and train your own business leaders to engage effectively;
  • Demonstrate your programme’s success. 

What’s included?

Participants will receive all the content covered over the course of the four, two-hour training sessions. This includes:

  • Executive profiling templates;
  • Executive briefing pack template;
  • Programme value proposition template and messaging hierarchy;
  • A guide to successful relationship governance review meetings;
  • Guides to engaging small groups of executives through roundtable discussions, innovation workshops and customer advisory boards;
  • Guides to engaging networks of executives through communities, benchmarking research and awards programmes;
  • Illustrative measurement and reporting dashboard.

Who should attend?

This course complements our ABM training courses and is developed for marketers responsible for designing and running programmes that deepen relationships with customer executives. 

It is also a great next step for delegates that have completed any introduction or essentials training in ABM.

Certification

Get certified for the time you dedicate to up-skilling yourself and boosting your knowledge.

All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV. This course is jointly certified from B2B Marketing and global account-based growth experts, Inflexion Group.

ABM Essentials Training

Account-Based Marketing (ABM) is a powerful strategy that can help organisations enhance client relationships, build their reputation, and ultimately drive growth in revenue and opportunities. Looking to take your marketing efforts to the next level? Book this course below!

WHAT WILL YOU LEARN?

ABM Essentials Training will give you a complete grounding in ABM and how to get it up and running in your organisation. You’ll learn:

  • How to pitch ABM to your organisation
  • How to get executive buy-in and sales engagement
  • How to segment and select accounts
  • The six-stage ABM process for one-to-one, one-to-few and one-to-many ABM programmes
  • How to use research & insight effectively
  • How to develop your strategy & messaging
  • How to measure your ABM programme effectively

“87% of marketers using account-based marketing say it delivers the highest ROI in their mix”

DESCRIPTION:

ABM Essentials training does exactly what is said on the tin. It will give you a complete walk-through of all the fundamentals that you will need to get ABM embedded in your organisation’s approach to marketing & sales. 

This 2 day online Account-based marketing training course will provide you with a highly practical overview of how ABM works, what it looks like in practice, and how to adopt and deliver it successfully in your business.

The ABM Essentials course is one our most established courses with over 600 delegates successfully trained by Faculty ABM expert Robert Norum over the last three years. 

WHAT’S INCLUDED?

All participants will receive the 100+ slide deck with all the content covered over the course of the two 3-hour training sessions. This includes:

  • The account selection template
  • The six-stage process for all three types of ABM (1:1, 1:Few and 1:Many)
  • Guideline agendas for ABM scoping, strategy & messaging workshops
  • Recommended research & insight structure
  • Several case studies of successful ABM programmes

The ABM Essentials training is ideal for anyone starting on their ABM journey and looking to implement ABM in their organisation for the first time. It is also an extremely helpful refresher for marketing and sales professionals who have started ABM but run into challenges along the way. 

Getting certified for the time you dedicate to up-skilling yourself and boosting your knowledge. All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV.

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Propolis

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Training

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About

  • ©2023 B2B Marketing, Inc. and/or its affiliates. All rights reserved.
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