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Account Based Marketing

A one-day programme focusing on a strategy that directs marketing resources to engage with a specific set of target accounts.

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  • Format: Bespoke training

Course overview

With the potential to drive stronger, more valuable customer relationships and enhance retention, Account-Based Marketing is an increasingly valuable strategy for business to business marketers.

This one day course is designed to be an interactive and engaging programme on ABM. It will focus on a strategy that directs marketing resources to engage with a specific set of target accounts.

Benefits of the programme

  • Understand the different types of ABM (and compare them to a traditional marketing strategy)
  • Develop a bespoke ABM strategy for their business
  • Identify, nurture and convert a higher amount of prospects
  • Think more about which vertical markets to target and prioritise them
  • Look at how to have a more personalised approach to a target account
  • Re-evaluate the promotion of unique selling points
  • Think about how best to develop business relationships
  • See a greater return on investment in relation to marketing

Delegates will be able to discuss their ideas of how to get the most out of ABM. They will feel more confident and knowlagable about how to take the key learning points forward and make them part of their daily routine. This in turn will lead to a more effective engagement with the target accounts.

Programme topics

  • Background to the programme
  • What is Account Based Marketing?
  • How it fits in to Electronic Datacard
  • Aligning sales & marketing around ABM
Types of ABM
  • Inbound marketing versus ABM
  • Barriers to ABM success
Developing an Account Based Marketing strategy
  • Identify
    - Identify your target audience & sector
    - Research your target accounts
    - Market sectors
    - Existing customers versus new business
    - Targeting the people in the account
    - Prepare for the right information in Salesforce
  • Nurture & engage
    - Content
    - Communicate with them
    - Focusing on value – Features, Advantages and Benefits
    - Best practice steps
  • Convert
    - Set up a KPI and measurement scheme
    - Examples of ABM campaigns
    - Test your results
  • Build long-term relationships
    - Benefits of ABM
    - The future of ABM

Glossary of ABM common terms

Julian Clay

Julian Clay has a BSc (Hons) degree in Psychology and Business. He was a top sales performer in Kodak’s Office Imaging division and progressed to become part of its senior management team. Since then he has worked with a number of different types and sizes of company (including multinationals) to help them achieve continued sales growth. His expertise lies in understanding the core sales challenges companies face and helping to increase sales in different, competitive markets. His roles have included sales process, development, coaching, training and interim sales management.

His interest in the psychology of selling encouraged him to become a software solutions provider. He developed the CRM application Forecastmanager, which is available on the Salesforce App Exchange. It helps users interpret subjective information to deliver more accurate and confident sales forecasts in order to improve sales performance.

He is the author of Successful Selling Solutions, Digital Marketing for Business Growth as well as the co-author of, Sales Strategy for Business Growth and The Mobile Boardroom (all Thorogood Publishing).

More details

Run Account Based Marketing Bespoke training for your team

2 days

Typical duration

Pricing from:

  • GBP 800
  • Per attendee
  • Course tailored to your requirements
  • At your choice of location, or online


We don't have any currently scheduled dates for this course but we can customise it to your requirements and deliver it on an in-house basis for any number of your staff or colleagues.

Contact our in-house training expert Aleksandra Beer to discuss your requirements:

Multiple colleagues?
Talk to one of our training experts to discuss how to:

Run this course conveniently and cost-effectively in-house for your staff and colleagues

Aleksandra BEER
Training expert

+44 (0)20 7749 4749