My journey with Account-Based Marketing (ABM) began in 2008 when I became Fujitsu’s first global ABM-er — working alongside the one and only Bev Burgess. At that time, we had little idea of the profound impact ABM would have on B2B marketing. Since Bev first codified ABM in 2003, this approach has continuously reshaped how we connect with our key customers and target accounts.
From its origins in Strategic (1:1) ABM, to today’s diverse types, ABM has come a long way. Bev’s research for her latest book, ‘Account-Based Marketing: The Definitive Handbook for B2B Marketers’ (published March 2025, Kogan Page), found that over 250,000 professionals now list ABM in their LinkedIn job title — an incredible testament to its growth.
Having had the privilege of training ABM professionals globally for over ten years, I’ve observed how ABM training has evolved to meet increasing demand and the needs of more diverse audiences. Here are some of my insights:
What’s changed in ABM training?
Back in 2013, when I first began delivering ABM courses, most sessions were in-person, usually lasting two days in a conference room. Fast forward to 2025, and the landscape has shifted dramatically. Today, most training is virtual, featuring interactive sessions that typically last two hours, spread over several weeks to fit in with delegates’ workloads while giving them practical ideas and concepts they can quickly apply on the job.
The advantages of virtual ABM training include:
- Flexibility: Delegates find it easier to dedicate short, regular sessions to learning rather than being away for multiple days.
- Global reach: Our virtual format allows us to accommodate participants across all time zones, fostering a truly international ABM community.
- Different perspectives: Participants gain insights into ABM approaches from different regions and countries — an invaluable benefit when managing global accounts.
What remains the same?
The enthusiasm for learning about ABM remains unchanged. Delegates love hearing real-world case studies and understanding how organisations similar to their own have successfully implemented ABM strategies (and what they learned from their failures!).
They’re eager to learn how to scale ABM efforts and which tactics work best for different types of ABM. And courses must be practical — providing participants with actionable tools and templates that they can immediately apply within their organisations.
As marketers, we thrive on sharing stories and experiences, which makes discussions during our training sessions lively, collaborative and insightful.
What I love most about ABM training?
Interacting with ABM practitioners worldwide and helping them realise their potential to influence account growth is incredibly rewarding. I encourage questions at every stage — this keeps the sessions dynamic, fosters better understanding, and makes the learning experience more enjoyable for everyone — both delegates and course leaders.
Want to learn more?
All of Inflexion Group’s training courses are designed, developed and delivered by practitioners, for practitioners. If you’re interested in enhancing your ABM skills, find out more about our ABM Academy here https://inflexiongroup.com/abmacademy/.
