ABM Certification & Mentoring Program (APAC/EU)

Our ABM certification gives you everything you need to master the practices of Account-Based Marketing and drive impact across your strategic accounts.  

Drive market-beating growth with our Account-Based Masterclass

Succeeding with Account-Based Marketing demands a unique blend of marketing skills, leadership capability, and strong client relationships. As the pioneers of ABM, we understand the essential ingredients to drive client-centric growth.

With our ABM training, you’re not only getting a certification; you’re joining an elite community of professionals who’ve harnessed our cutting-edge programs and credentials.

  • Industry leading ABM training with over 3,000 learners
  • Five-month immersion into the methodology and skills to succeed with ABM
  • Online sessions, webinars, coaching, and one-to-one mentoring
  • Explore real-world case studies
  • Take part in group work and learn with peers

     

Who is it for?

Our industry-leading Account-Based Masterclass is exclusively designed for experienced marketing professionals who want to elevate their ABM skills to new heights. Our world-class learning experience fosters genuine expertise and collaboration, to help you build skills for tomorrow. 

What will I learn?

  • Understand the three distinct types of ABM: One-to-One, One-to Few and One-to-Many 
  • Develop insights to identify priority accounts for ABM 
  • Build client loyalty and intimacy 
  • Create and sustain deep, long-term relationships 
  • Measure your impact in terms of reputation, relationships, and revenue 
  • Actionable framework you can apply straight away

Program agenda

Session One

Welcome, what is ABM, and selecting the right accounts

Session Two

Knowing what is driving the account

Session Three

Playing to the account’s needs and mapping and profiling stakeholders

Session Four

Developing targeted value propositions

Session Five

Planning and executing integrated sales and marketing campaigns

Session Six

Evaluating results and updating plans 

Anatomy of a One-to-Few ABM campaign

Anatomy of a One-to-One ABM campaign

Anatomy of a One-to-Many ABM campaign

Open discussion sessions with course leaders and other delegates to check on progress, review training materials and issues, and address challenges as you work on your own ABM plan

Sept 17 - 7:30 BST

Session one

Sept 19 - 7:30 BST

Session two

Sept 24 - 7:30 BST

Session three

Sept 26 - 7:30 BST

Session four

Oct 01 - 7:30 BST

Session five

Oct 03 - 7:30 BST

Session six

Oct 08 - 7:30 BST

ABM clinic: Q&A webinar

Active support and guidance, including regular calls with your assigned ABM mentor, to apply the methodology in developing a practical ABM plan for your selected account or cluster of accounts

  1. Account/cluster selection, insights, and imperatives and initiatives
  2. Plays for the account/cluster
  3. Stakeholder profiles
  4. Campaign plan and metrics

Final deliverable: An action-ready ABM plan for an account or cluster of accounts

Available dates

Related insights

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  • Accenture grey

    Put simply, Lyndon’s team and process drive incredible impact. Thanks to the support of Alisha’s team, our account team was able to harmonize the siloed activities and messages and structure this in a five-pillar strategy that everyone in the account team was able to articulate well at an international bank in the Netherlands, leading to the biggest deal in the history of our company.

    Eric Visser
    Head of Ecosystem Sourcing Services, Accenture 

  • There are a lot of overnight ABM experts in the industry right now and it short changes the extensive work your subject matter experts have done to understand, strategize, build, execute, and measure ABM programs at scale.

    Christian Lowery, Global Head of Account-Based Marketing

    VMware

  • Statestreet grey

    We were able to partner with Momentum to quickly show the value of Account-Based Marketing, to pilot that quickly, and had a big contribution to a major business win.

    Iulia Balan, Managing Director, Head of Product and Account-Based Marketing 

    State Street 

  • Core HR grey

    That speed and agility and creativity in being able to get up and running really helped.

    Gaynor Finlay, Vice President of Marketing, CoreHR

  • Centrica grey

    The team have played an important role throughout the process of planning, launching and growing Centrica Business Solutions – from helping us initially develop a distinctive market story, through to building targeted vertical propositions, creating high-quality content assets and delivering tools to enable our teams. Their support has been first-class throughout.

    Simon Farr
    Head of Marketing, Centrica