KEY DETAILS
- Number of courses: 4
- Number of lessons: 27
- Time to complete: 4+ hours
- Framework Element: Plan, Create, Communicate, Analyze
- Topic: Account-Based Marketing
- Contributors: Samantha Stone, Hacer Demiroer, Joanna Wiebe, Jon Miller, Ahmad Aggour, Kristina Jaramillo, Ian Addison, Eric Gruber, Trask Rogers
- Instructional Designer: Felicia Bonavita-Isoldi
- Price: $195 for this learning path or subscribe to PRO for $395
- You own this learning path; to access ALL learning paths, contact us to apply your payment to a PRO upgrade.
- This learning path is part of your PRO subscription.
ABOUT THIS LEARNING PATH
The Account-Based Marketing Learning Path provides practical, insightful information to help you produce sophisticated ABM campaigns like a pro.
You'll begin with planning. Learn to select the right target accounts and to prioritize ("tier") those accounts based on their fit and likelihood to purchase. See how to map leads to accounts and audit data for your targets. And learn to set up a pilot program for small-scale testing.
Once you've selected your accounts and determined the best approach for each, you'll begin identifying key roles on the buying committee for each account. You'll use what you learn to create highly relevant and personalized content... not just for each account, but for each decision-maker. And you'll discover a way to do all of this quickly and efficiently while still delivering quality materials and experiences.
Then, you'll see how to review your target accounts and select the best channels for delivering your personalized content. You'll also learn to identify triggers to help you create the best experience possible for your prospects.
And of course, you'll want to measure how you've done. Learn to understand how metrics differ for account-based marketing campaigns and how to develop a scorecard to track success across your target accounts.
BUSINESS OUTCOMES
- 1 Develop better account selection, so that resources are allocated to accounts in each tier
- 2 Create highly relevant and personalized campaigns that target specific accounts, but that also address the needs of key decision-makers within each
- 3 Determine the best channels for ABM and how to orchestrate all of the tactics into a campaign that addresses the different needs to the buying center at an account
- 4 Apply useful and relevant success metrics to determine the performance of each campaign for smarter investments in future campaigns
COURSES IN THIS LEARNING PATH
-
Planning Your Account-Based Marketing Efforts
Account-based marketing requires careful planning to pull off the big wins. You need ample time up front to research and identify your best-fit accounts, so you can design campaigns that speak accurately to the pain points and needs of key decision-makers.
Course Learning Objectives
- Select your target accounts and segment your list of accounts into three tiers
- How to set specific, measurable goals for your content marketing campaign using your chosen marketing objective as a guide
- Develop a process to ensure leads coming into your CRM system are funneling to the correct target accounts
- Identify a process for tagging, lead routing, and auditing data for your target accounts
- Implement an ABM pilot program, for a select group of accounts, and use the results to determine the best plan for adopting an account-based marketing approach
-
Creating Personalized Account-Based Marketing Programs
For your account-based marketing campaigns to succeed you need to create personalized, sophisticated campaign assets that address the pain points and concerns of each key contact and decision-maker at your target account.
Course Learning Objectives
- Develop personas for Account-Based Marketing
- Identify roles within a buying committee to create account-specific messaging in your ABM campaigns
- Build an editorial calendar that aligns with members of the buying committee
- Develop content for target accounts more quickly, efficiently, and aligned with their needs
-
Orchestrating and Communicating Your Account-Based Marketing Campaigns
When they're executed well, your ABM efforts work in harmony to address the needs of the many decision-makers you aim to persuade. It's crucial you orchestrate your campaign tactics so that you're communicating effectively, and so that one effort doesn't undermine another.
Course Learning Objectives
- Understand how channels can best be used for account-based marketing campaigns
- Review your target accounts and select the best channels to communicate your targeted content to them
- Maximize your relationships with your sales organization
- Create a Tier 1 account campaign brief
- Identify initiators and engagers and develop internal and external triggers to help launch campaigns that are specific to the needs of your target accounts
-
How Well Are You Connecting: Analyzing Engagement Across Target Accounts
Performance is measured differently with ABM campaigns. You want to know account-specific information. Learn the key metrics to measure success across your target accounts—and which metrics matter the most for ABM.
Course Learning Objectives
- Identify the key metrics used for account-based marketing
- Distinguish the importance of measuring success across an account versus a lead and how that impacts what you measure
- Develop a scorecard to track success across your target accounts
- Evaluate and pinpoint an attribution model best suited for your organization
- Understand how buying signals can help you analyze where accounts are in the buying process
Not sure if this course is for you? Try it at absolutely no-risk with our 7-day, money-back guarantee.
COURSES IN THIS LEARNING PATH
-
Planning Your Account-Based Marketing Efforts
Account-based marketing requires careful planning to pull off the big wins. You need ample time up front to research and identify your best-fit accounts, so you can design campaigns that speak accurately to the pain points and needs of key decision-makers.
Course Learning Objectives
- Select your target accounts and segment your list of accounts into three tiers
- How to set specific, measurable goals for your content marketing campaign using your chosen marketing objective as a guide
- Develop a process to ensure leads coming into your CRM system are funneling to the correct target accounts
- Identify a process for tagging, lead routing, and auditing data for your target accounts
- Implement an ABM pilot program, for a select group of accounts, and use the results to determine the best plan for adopting an account-based marketing approach
-
Creating Personalized Account-Based Marketing Programs
For your account-based marketing campaigns to succeed you need to create personalized, sophisticated campaign assets that address the pain points and concerns of each key contact and decision-maker at your target account.
Course Learning Objectives
- Develop personas for Account-Based Marketing
- Identify roles within a buying committee to create account-specific messaging in your ABM campaigns
- Build an editorial calendar that aligns with members of the buying committee
- Develop content for target accounts more quickly, efficiently, and aligned with their needs
-
Orchestrating and Communicating Your Account-Based Marketing Campaigns
When they're executed well, your ABM efforts work in harmony to address the needs of the many decision-makers you aim to persuade. It's crucial you orchestrate your campaign tactics so that you're communicating effectively, and so that one effort doesn't undermine another.
Course Learning Objectives
- Understand how channels can best be used for account-based marketing campaigns
- Review your target accounts and select the best channels to communicate your targeted content to them
- Maximize your relationships with your sales organization
- Create a Tier 1 account campaign brief
- Identify initiators and engagers and develop internal and external triggers to help launch campaigns that are specific to the needs of your target accounts
-
How Well Are You Connecting: Analyzing Engagement Across Target Accounts
Performance is measured differently with ABM campaigns. You want to know account-specific information. Learn the key metrics to measure success across your target accounts—and which metrics matter the most for ABM.
Course Learning Objectives
- Identify the key metrics used for account-based marketing
- Distinguish the importance of measuring success across an account versus a lead and how that impacts what you measure
- Develop a scorecard to track success across your target accounts
- Evaluate and pinpoint an attribution model best suited for your organization
- Understand how buying signals can help you analyze where accounts are in the buying process
