August ’24 Fundamentals of ABM: A Virtual Training Course

You already know that Account-Based Marketing (ABM) is delivering results. But are you and your team expanding your capabilities fast enough to take full advantage of the different approaches to ABM?

August ’24 Fundamentals of ABM: A Virtual Training Course
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August ’24 Fundamentals of ABM: A Virtual Training Course

August 1, 2024 - February 1, 2025


The true start date begins with your own schedule, and ends at your own pace (please note, however, that program completion is required within 6 months of registration).

Once your order is received, Growth Academy access and course material will be available within one business day.


The Momentum ITSMA Fundamentals Program utilizes a blended approach to learning where our aim is for you to learn in the flow of your Account Based Marketing work. 

The program provides a balance of self-paced e-learning that includes interactive post work and knowledge checks while receiving support and feedback from our industry ABM experts.  The program encompasses all types of ABM, one to many, one to few, and one to one. By combining these approaches, you will be able to excel in your ABM fundamentals learning while implementing proven frameworks and methodologies of ABM. Once you’ve chosen a practicum date and have completed your registration, there are three steps to attaining Trained in ABM Certificate and Badge — all of which can be completed completely online.

Step One: Complete all 10 chapters of the interactive e-learning modules with Growth Academy.
After you register, you will receive access to our learning management system (LMS) within one business day. This is where you will complete ten interactive eLearning chapters. On average it will take about 8 hours to complete the eLearning chapters.

To prepare for Step Two – the virtual expert workshop and practicum, we recommend starting the self-paced eLearning chapters at least four to six weeks before your selected Workshop and Practicum session. Each chapter will include post work and knowledge check requirements to prepare you for the Virtual Expert Workshop and Practicum.

Step Two: Virtual Expert Workshop and Practicum
The virtual expert workshop and practicum is designed to be a highly engaged experience that focuses on your team-based ABM plan activation. We will explore real-world ABM plans and challenges. During the workshop, our marketing experts will review an exemplar ABM plan and will guide you to identify how you can implement in your own organization.

By the end of the program, you will have developed the skills needed to begin your journey in ABM. The workshop and practicum includes a keynote discussion with one of the experienced Momentum ITSMA facilitators.

Step Three: Trained in ABM Credentialing Exam
Passing the Fundamentals of ABM exam is your last step toward earning your Trained in ABM Credentials. The 50-question online exam can be accessed at any time following the completion of the Expert Workshop and Practicum.  Candidates must receive a 75% or higher to pass the exam and earn your Trained in ABM Credentials.

* Program completion is required within 6 months of registration.

Who should participate?

This blended learning experience with expert ABM workshop is designed for B2B marketers pivoting to an ABM strategy.

It is specifically designed for anyone who is just getting started in ABM or works alongside marketing and wants to have a better understanding of ABM and how it can help increase revenues, create new and stronger relationships, and build a better reputation.

What will I learn?

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 expert workshop session, and network with peers facing similar ABM challenges.

By the end of this session, you will:

  • Understand the difference between ABM and traditional demand generation campaigns
  • Be able to select the right accounts for your program
  • Know how to identify what is driving accounts
  • Understand how to identify and prioritize “plays” for your target accounts
  • Know how to profile stakeholders and create buyer personas
  • Be able to create customized value propositions
  • Know how to design and execute integrated sales and marketing campaigns
  • Be able to measure and communicate the impact made on reputation, relationships, and revenue growth

Those completing the course will receive accreditation from Momentum ITSMA for being Trained in the Fundamentals of ABM, including a printed certificate and digital mark.

Course agenda

This program encompasses opportunities to learn in the flow of work, submitting post work, and knowledge checks all to prepare for the final step to be Trained in ABM, where we bring all learning lessons together for a hands-on experience and application workshop. After the blended learning experience, all delegates must pass a credentialing exam.

Learning in the Flow of Your work schedule.

This virtual classroom sessions covers the following topics and can be completed on your schedule.

Chapter One Chapter Six
Introduction Video

Goal Setting and ABM Success Plan Creation

Setting the Stage with ABM

Developing Targeted Value Propositions
Chapter Two Chapter Seven
Selecting the Right Account Selection Planning Integrated Sales & Marketing Campaigns
Chapter Three Chapter Eight
Step One: Knowing What is Driving the Account Executing Integrated Campaigns
Chapter Four Chapter Nine
Playing to the Accounts Needs Evaluating Results
Chapter Five Chapter Ten
Mapping & Profiling Stakeholders Summary & Next Steps for Expert Workshop & Practicum

Preparing for Trained in ABM Credentialing Exam

Pricing and General Information

Program Fee: $2,000 for members of Momentum ITSMA’s Growth Hub
$2,500 for non-members.If you are a member of the Growth Hub, please use the discount code member20 upon checkout.*Please note: if you are not a member, you will be required to pay the full non-member fee.
Timeframe: Start on your own schedule and at your own pace.

You can choose from a variety of expert workshop offerings that fit your schedule!

Once your order is received, Growth Academy access and course material will be available within one business day.

Program completion is required within 6 months of registration.

Cancellation Policy In consideration of your payment, we hereby grant you a license to use the purchased eLearning courses (“the Products”). This license is limited, revocable, non-exclusive, non-sublicensable and non-transferable, and is subject to the rights and obligations granted under these Terms.

This license is personal to you and cannot be shared or exchanged with others.

Requests for cancellations and substitutions must be submitted in writing and forwarded to Momentum ITSMA via email. They will be assessed on a case-by-case basis:

Full refund or future program credit may be granted within fourteen (14) days of purchase, so long as materials have not been provided to you, downloaded, streamed or otherwise accessed on Growth Academy.

Special Requests: If there is anything we can do to make your participation in this program easier, please contact us.



August 1
February 1, 2025
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August '24 Fundamentals of ABM: A Virtual Training Course
$ 2,500.00

Event Details

Thursday, August 1, 2024 - Saturday, February 1, 2025

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