Is Your Team Ready to Implement an ABM Strategy?

Account-Based Marketing (ABM) delivers results. ITSMA research has shown that time and again. But succeeding with ABM requires a complex blend of leadership and business acumen, as well as a range of specific marketing skills.

Since the early 2000s, ITSMA has worked with leading B2B technology, telecom, and services firms to design and execute ABM strategies and programs. Our approach, methodology, and practical experience are the best in the business, and we’ve trained hundreds of marketers for award-winning ABM programs for more than a decade.

We are taking this expertise and distilling it into an eight-hour, online course (conducted over four, two-hour virtual sessions) called The Fundamentals of ABM.

If you are a B2B marketer who is pivoting to an ABM strategy, this course is for you.

The Fundamentals of ABM course helps B2B marketers understand when and how to use ABM, select the right accounts, and practice the seven steps involved in building an ABM plan. You’ll learn from top ABM experts, explore real-world case studies, participate in group discussions, and network with B2B marketers facing similar ABM challenges.

By the end of this session, you’ll be ready to:

• Understand the difference between ABM and traditional demand generation campaigns
• Select the right accounts for your program
• Identify what’s driving accounts
• Prioritize “plays” for your target accounts
• Profile stakeholders and create buyer personas
• Create customized value propositions
• Design and execute integrated sales and marketing campaigns
• Measure and communicate the impact made on reputation, relationships, and revenue growth

After you complete the course, you’ll receive accreditation from ITSMA for being ‘Trained in the Fundamentals of ABM.’ Please note, this course is for B2B marketers who are just beginning their ABM journey or want to jump-start it. If you already have ABM experience or are in a dedicated ABM role, you should be ready for ABM certification, which is a longer, more in-depth course.

The Fundamentals of ABM course costs $2,000 for ITSMA members and $2,500 for non-members, see all available courses here (NA, EU, and APAC times available).