Account-Based Marketing Foundations

Concentrate your efforts to achieve maximum results. Learn the fundamentals of account-based marketing and create more engaging, targeted, and successful B2B marketing campaigns.

Introduction: Anatomy of an Account-Based Strategy

• Changing the game with ABM
• Defining account-based marketing
• Assessing whether ABM is right for you

1. Getting Started

• Introducing the TEAM framework
• Executing ABM through account lifecycle

2. Target Accounts

• Creating your ideal customer profile
• Building a 360-degree account view
• Creating target account lists

3. Engage Clients

• Creating meaningful engagement models
• Communicating authentically in ABM
• Orchestrating multichannel campaigns

4. Activate Sales

• Activating sales with data

5. Measure Success

• Measuring the new B2B funnel
• Reporting to your C-suite and board
• Forecasting your ABM pipeline

6. Case Studies

• Case study: Measure the B2B funnel
• Case study: Accelerating pipeline
• Case study: Customer success

Conclusion

• Next steps