The Advanced ABM Practitioner Custom Training

Building best-in-class account-based marketing skills

This course covers the step-by-step process for Strategic ABM, Scenario ABM, and Segment ABM through interactive, deep-dive sessions plus group work to build a best-in-class ABM plan. It is designed for marketers who want to be recognised as advanced ABM practitioners.

To accelerate learning, we run group exercises to practice the concepts on a live account (and segment) during the course, with delegates working in teams to build a draft plan together as we go through the training. We offer remote mentoring sessions for each team to complete their ABM plan outside the course sessions before they share their final plan with each other on a certification webinar to achieve their accreditation.

This 16-hour course will be delivered through 8 interactive 120-minute sessions for cohorts of up to 16. Two of Inflexion Group’s experienced consultants and trainers will lead each session and mentor the teams. We will work with you to agree the accounts you would like your ABM-ers to work on during the course, and to customise the content, 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:

Advanced

Length:

16 hours (Eight 120-minute sessions)

Session dates:

Agreed with you to accommodate your delegates.

CURRENCY:

PoA

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“Absolutely loved how the classes were engaging, activity oriented and involved participants rather than being a one-directional flow of information.”

Avishek Chakrobarty

Head of Global ABM Centre of Excellence, Kyndryl

Learning objectives

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

Describe how to work as a strategic marketing partner to account teams.
Design a best-practice marketing plan to deliver the business’ ambition for the account.
Leverage AI tools to provide analytical and creative support through the ABM process.
Build governance and measurement frameworks that showcase results and ensure business alignment.

Course contents

Module 1 Introduction, ABM best practices, and your role as an ABM-er.
Module 2 Prioritising and onboarding accounts.
Module 3 Building actionable insight.
Module 4 Designing the right marketing strategy.
Module 5 Creating your ABM plan part one — Content.
Module 6 Creating your ABM plan part two — Communications.
Module 7 Activating your plan.
Module 8 Accreditation webinar.

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
Louise Jefferson Managing Principal
Megan Heuer Executive Consultant

Course materials

This course comprises eight two-hour interactive webinars, plus mentoring support in teams as your team builds their ABM plans. 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, and supplementary materials such as case studies will also be sent as PDF documents. 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?

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Enrol in: The Advanced ABM Practitioner Custom Training

Book and pay via Stripe

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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