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Account Based Marketing (ABM) Master Class by Udemy
Account Based Marketing | The New Strategic Imperative in Sales & Marketing & The Future of Go-To-Market
Course Highlights
- What is Account Based Marketing (ABM)? Why it is critical to marketing today?
- Understand your business & define the job to be done
- How to create your Total Addressable Market (TAM) & Ideal Customer Profile (ICP)
- How to identify target accounts, key personas, & incorporate those into an ABM campaign
- How to help facilitate sales & marketing alignment for the most impact & success
- Practical Application of ABM in Marketing Campaigns
- Practical Application of ABM for ISR/SDR Campaigns
- Practical Application of ABM in Sales Campaigns & Sales Prioritization
- How to create predictable pipeline for your ABM & demand generation teams
- Understanding of ABM Marketing Technology (MarTech) & Sales Technology (SalesTech)
- Understanding of how to get going with your ABM strategy & piloting ABM
Skills you will learn!
Curriculum
6 Topics
Introduction
What You Will Learn
A Marketing History: From Then Till Now
What is Account Based Marketing (ABM) & Why You Need It
Acronyms So Many Acronyms: The Language of Marketing
Demand Generation vs. ABM | Time vs. Money
11 Topics
Understanding the Basics: TAM & ICP
Total Addressable Market - The Way I Look At It
Understanding the Funnel & The Flow
Your Business Strategy & The Reverse Funnel
Creating Your Marketing Budget Based On The Business
Exercise: Creating A Reverse Funnel
Defining Your Demand Unit/Buying Unit
Creating Personas: Not to Hot Not to Cold Just Right!
Personas Part 2: An Example
The Buyer's Journey - Structured for ABM
Exercise: Building A Persona
7 Topics
Sales & Marketing Alignment
Owning A Metric & Why Marketing Should
What Are The Metrics That Matter
Funnel Metrics & Driving Efficiencies
Aligning With Your ISR/SDR/BDR Team For Success
Aligning ABM Metrics With Sales Metrics
Nailing the Handoff From Marketing To Sales
12 Topics
Overview: Tiering & Tactics
Tactics: Advertising
Tactics: Promoted Content
Tactics: Websites
Tactics: Physical Experiences
Tactics: Content Marketing
Tactics: Local Events
Tactics: Direct Mail
Tactics: Using The 4 Passions To Activate Your Buyers
Tiering & How To Break Your Accounts Down
Example 1: ABM Play
Example 2: Walkthrough Of Tiering & Tactics Framework
5 Topics
What Are The Data Sets & Inputs For ABM
Account Data & Contact Data
Marketing Data & Reverse IP Look Up
The FIRE Methodology
Putting It All Together
3 Topics
ABM Across The Funnel
ABM For Demand Generation & Top Of Funnel (TOFU)
Using Intent Data Through The Sales Cycle
6 Topics
Part 1: Account Selection
Part 2: Account Selection
Account Selection Tactical Steps
Dashboard Examples
Sales Prioritization Best Practices
Free Intent Tool Example
8 Topics
Using ABM For Marketing Campaigns
Evergreen/Always-On Campaigns vs. Wave Campaigns
Marketing Campaign Process
Big Rock or Marquee Content Strategy
Creating Predictable Pipeline
The Big Campaign Picture
Other Campaign Ideas
Event Marketing With ABM
1 Topic
Doing ABM With Channel Partners
3 Topics
Part 1: Doing ABM With Your ISR/BDR/SDR Teams
Part 2: Doing ABM With Your ISR/BDR/SDR Teams
Programmatic Programs
3 Topics
Using ABM With Existing Customers
Dashboard Ideas
A Bit Deeper: Cross Sell Upsell & Churn Prevention
2 Topics
ABM For Strategic Accounts
Big Fish Hunting Examples
5 Topics
Overview: Tools & Technology for Account Based Marketing
Part 1: Tools & Technology for ABM
Part 2: Tools & Technology for ABM
Part 3: Tools & Technology for ABM
Closing Thoughts: Tools & Technology for ABM
4 Topics
Intro: Reporting & Analytics For Account Based Marketing
Dashboard Examples
Executive & Board Reporting For ABM
What If ABM Is Not Working? Working The Problem.
1 Topic
Org Structure Ideas For ABM
1 Topic
Getting Started
1 Topic
Closing Thoughts
Account Based Marketing (ABM) Master Class
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