Account-Based Marketing Certification: Setting up for success
A graduate of ITSMA’s Account-Based Marketing Certification program, Kathryn McGinney, Sr. Manager, Account-Based Marketing for Splunk Inc. explains the impact that participating in the program has had on her career.
The demand for ABM professionals is accelerating as more companies see the demonstrable impact ABM can have on organizational performance. That’s why so many ABMers are equipping themselves through training with the blend of leadership capability, business acumen, and expertise integral to this transformational marketing approach to customers.
As a graduate of ITSMA’s ABM Certification and Mentoring Program last year, Kathryn explains the impact that participating in the program has had on her day-to-day activities and career.
When Kathryn joined Splunk four years ago as a field marketing manager there was no ABM in place. But she was keen to implement it, having started doing it at her previous job through self-training. She became, in her words, passionate about its potential.
So she was thrilled when she was offered the chance to start ABM from scratch at Splunk. The first thing she did was to sign up for the ITSMA course: “At the time I had so many ideas about ABM, but what I really needed was a framework. Not just how to put together a plan but also to get the right message across the organization, and I didn’t have that. The certification program was incredibly valuable for that. It set me up for success.”
More in
-
Spotlight Series: The marketing upskilling reset every CMO must embrace
In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.
-
The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory
We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.
-
How future-ready B2B marketing teams win: Insights from the front lines of enablement
As an L&D Director working with top global B2B marketing teams, Jo Connolly reveals why enablement is the new growth engine – and how you can close the skills gap. Discover key findings and join our webinars for actionable strategies.