The ABM Practitioner

The core principles of ABM for B2B marketers

In this custom course, your B2B marketers will learn about the steps that ABM-ers work through to develop and execute ABM plans, and how to apply the principles to their own programmes and campaigns.

The course follows a proven five-step process for creating and executing ABM plans, starting with clarifying your ambition for an account or cluster, before working through how to build actionable insight, develop a marketing strategy, create compelling ABM propositions and content, then design and activate campaigns that engage target buyers and influencers and maximise impact. In addition, it explores how to leverage AI tools throughout the ABM process for greater productivity and creativity.

Delivered over four, two-hour sessions, this course includes proven concepts, group work and best-practice case studies as well as an opportunity to shape an ABM campaign for certification with mentoring from the Inflexion Group faculty. We will work with you to customise the content of this course, reflecting your business context, terminology, key processes and technology infrastructure, so your team can immediately apply what they learn.

Course type:

Custom (via Zoom)

Level:

Intermediate

Length:

8 hours (Four two-hour sessions plus mentoring)

Session dates:

Agreed with you to accommodate your delegates.

CURRENCY:

PoA

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“Thank you once again for this insightful and inspiring training.”

Sarah Jugovic

Head of Account-Based Marketing, EMEA-LA, Informatica GmbH

Learning objectives

By the end of this course, you’ll be able to:

Explain how to use ABM to drive engagement in your most important accounts.
Use ABM tools and templates to create an actionable campaign plan for an individual account or cluster of accounts.
Summarise how to collaborate with account teams, client success and marketing colleagues through the ABM process.

Course contents

Module 1 Onboarding accounts and clarifying your ambition.
Module 2 The insight phase and deciding where to focus.
Module 3 Designing the right marketing strategy.
Module 4 Developing and delivering your campaign.

Course leaders

Catherine Ahern Senior Consultant
Dorothea Gosling Executive Consultant
Jacqueline Gummer Senior Consultant
Kyle Duarte Senior Consultant
Laura Holmes Senior Consultant
Louise Clark Senior Consultant

Course materials

This course comprises four two-hour interactive webinars, plus mentoring support as your team builds their campaign plan. The course text Account-Based Marketing: The definitive handbook for B2B marketers will be provided for all delegates. All materials used are provided in PDF format, including supplementary materials such as case studies. ABM plan templates will be provided as PowerPoint documents.

Certificates earned

On completing this course, your delegates will receive a Credly digital badge certifying their achievement, which they can add to their CV and share publicly. They will also receive a certificate signed by a sponsor within your organisation and Bev Burgess, Chief Executive of Inflexion Group.

Any Questions?

Drop us a line

Get in touch

Enrol in: The ABM Practitioner

Book and pay via Stripe

The fastest way to book a place is via Stripe using the button below.

Alternatively, book and pay by invoice

To book and pay via an invoice, please use the booking form below. We will confirm your places as soon as possible via email.

ABM Academy^TM Booking Terms & Conditions

All ABM Academy^TM courses are run by Inflexion Group, sometimes in conjunction with partners. The course contents and fees are described for each course on the ABM Academy^TM section of the Inflexion Group website.

A place on the course will only be confirmed once payment has been received, either by paying through Stripe or, if a master services agreement is already in place between your organisation and Inflexion Group Ltd, against our invoice where the standard payment terms from the master services agreement will apply.

Once your place on the course has been confirmed, you will be sent joining instructions including, where appropriate, unique codes that enable you to access on-demand training.

We will be sharing material on the course that is copyright to Inflexion Group and will be clearly marked as such. Some material will be distributed in PDF format after the course and will be also marked with an appropriate copyright.

As a delegate on the course, you are entitled to use the material for your own personal use, but it must not be copied, distributed or stored in a corporate repository without prior written permission.

If you are unable to attend the course, you may substitute a delegate from the same company, but if no-one is able to take the place, no refund will be given.

Inflexion Group reserves the right to cancel a course for any reason, in which case a full refund or credit for a future course will be given for any delegate booked on the course.

Inflexion Group reserves the right to cancel a course place for any delegate, without giving reason, in which case a full refund for the booked course will be given.

If you have any queries related to these terms and conditions, please contact me: colin@inflexiongroup.com.

Colin Nunn
Finance and Operations Director
Inflexion Group Ltd