Account-based marketing is one of the most effective strategies available to B2B marketing and sales teams. But getting it right, especially for the first time, requires more than good intentions. You need a clear process, the right structure, and the ability to bring your organization with you. This two-day virtual course gives you a complete, practical grounding in ABM, covering strategy, account selection, executive buy-in, and measurement. Led by faculty ABM expert Robert Norum, it’s one of our most established courses with over 750 delegates trained across the last three years. You’ll leave with everything you need to get ABM embedded and working in your business.
Who should attend?
- B2B marketers starting their ABM journey who want to implement a program for the first time.
- Marketing and sales professionals already running ABM who have hit roadblocks and want a clearer framework to move forward.
- Anyone responsible for account growth, pipeline, or client relationships who wants to understand how ABM can support their goals.
What you'll walk away able to do.
ABM only works when strategy, sales alignment, and execution all move together. This course gives you the tools to make that happen from day one.
After completing this course, you’ll be able to:
- Make the internal case for ABM and pitch it convincingly to leadership and sales stakeholders.
- Select and segment the right accounts for 1:1, 1:few, and 1:many ABM approaches.
- Build a clear ABM strategy with messaging that resonates at the account level.
- Secure executive buy-in and get genuine sales engagement around your program.
- Apply the six-stage ABM process to plan and execute programs across all three tiers.
- Use research and insight to inform your targeting and measure whether your ABM program is actually working.
Course deliverables.
- A verified certificate of completion you can add to your LinkedIn profile and CV.
- The full 100+ slide course deck covering everything from both sessions.
1. The clear ABM strategy framework 2. The example/case studies illustrating the strategy in action and results 3. Robert's clear, expert delivery and making all levels of ABM maturity in the room feel welcome to contribute"
