The ABM Practitioner
The core principles of ABM for B2B marketers
In this course, 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. Across six on-demand sessions, each made up of four or five short modules with a quiz, you’ll work through proven concepts and best-practice case studies, supported by individual mentoring. You’ll then shape your own ABM campaign flight path for review by your Inflexion Group mentor to gain your certification.
“The mentoring sessions were extremely useful and relevant. They provided practical insights that complemented the training content and made it easier to apply the concepts.”
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
- Getting started Course introduction and workbook, plus mentor kick-off call
- Session 1 Defining ABM and getting started (4 modules)
- Session 2 Onboarding accounts and defining your ambition (4 modules)
- Session 3 The insight phase (4 modules), plus mentor call
- Session 4 Deciding where to focus (5 modules)
- Session 5 Designing the right marketing strategy (4 modules)
- Session 6 Planning and activating campaigns (4 modules)
- Planning Building your ABM campaign flight path, plus final mentor call
Course leaders
- Louise Jefferson ABM Academy Director and Co-founder
- Mentoring from senior members of the Inflexion Group faculty.
Course materials
This course comprises six on-demand sessions, each made up of four or five short modules with a quiz, plus mentoring support as you build your ABM campaign flight path. It starts with a course introduction and workbook, and draws on three books: Account-Based Marketing: The Definitive Handbook for B2B Marketers (2025), Account-Based Growth (2022) and Executive Engagement Strategies (2020). All materials are provided in PDF format, and ABM plan templates are provided as PowerPoint documents.
Certificates earned
Once you’ve completed all modules and quizzes, attended your three mentoring calls and your mentor has reviewed your ABM campaign flight path, you’ll receive a certificate and a Credly digital badge. You’ll also join our ABM Academy Alumni community.
Enrol in: The ABM Practitioner
Book and pay via Stripe
Alternatively, book and pay by invoice
ABM AcademyTM Booking Terms & Conditions
All ABM AcademyTM courses are run by Inflexion Group, sometimes in conjunction with partners. The course contents and fees are described for each course on the ABM AcademyTM 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
Great discounts available on course bundles
A further 10% discount if you buy 2 or more bundles.
Contact abmacademy@inflexiongroup.com for details.
All 3 beginner courses
- Introducing ABM
- The Business Case for ABM
- The Customer Perspective
All 8 intermediate courses
- Your role as an ABM-er
- Designing the right ABM strategy
- Prioritising accounts for ABM
- Getting started with Strategic ABM
- Getting started with Scenario ABM
- Getting started with Segment ABM
- Getting started with Programmatic ABM
- Getting started with Pursuit Marketing
All 11 on-demand courses*
- All the beginner and intermediate courses together in one great value bundle
- *The ABM Practitioner on-demand course is not included in these bundles