Account Based Marketing Course: The Complete B2B Account Based Marketing Course – ABM Excel

This Account Based Marketing Course has been designed as a supported e-learning programme so you can learn Account Based Marketing at your own pace, anytime and anywhere. The ‘Complete B2B Account Based Marketing – Excel programme’ builds on the Essential programme by including 3 one-to-one online coaching sessions with a highly experienced B2B marketing professional. This Complete B2B Account Based Marketing (ABM) Course includes all the essential elements you need to gain an understanding of ABM and apply the knowledge to develop your ABM programme for your business. It provides you with a structured approach supported by tools, templates, case studies and learning assessments that enable you to develop all the elements you need in place for your ABM programme. The course will help you to produce an action plan with an ABM governance framework to ensure the ABM programme is effectively executed.

The Account Based Marketing Course structure requires you to commit your time and effort to learn about a different and more focused approach to B2B marketing. ABM has been proven to increase the alignment of sales and marketing within the business and increase the return on investment of sales and marketing activities. As you work through each module on the programme you will undertake specific activities, using the templates provided to plan your ABM programme. By the end of your course you will understand all of the key elements of ABM, have tailored your approach to your business and be in a position to implement your ABM programme in your target market.

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If you believe that you would value some level of support with up to 3 coaching sessions with a marketing professional while completing this programme, you will find that the Complete B2B Account Based Marketing – ABM Excel programme is suitable for you.

Whereas if you think you may need more support, the Elite programme may be more suitable for you. It includes 7 coaching sessions with a B2B marketing professional.

We would recommend that you choose the programme that supports your learning style, the level of support you may need and the quality of output the business needs from this programme.

Account Based Marketing Course: Learning objectives

  • To understand the value of ABM and how to structure a programme to your business size

  • To establish meaningful goals and KPIs to measure ABM success

  • To identify and prioritise Key Accounts for ABM tiered strategies

  • To develop a detailed understanding of your customer buying journey

  • To create more focused and compelling content with targeted propositions

  • To build multichannel campaigns to improve engagement with key accounts

  • To identify the technology, processes and governance to support ABM

Our e-learning programmes include templates and toolkits you will use during the programme as part of the structured activities. As a result our programmes have been optimised for desktop and laptop use. The content has been tested to operate on Android and IOS devices, although we do not recommend this option for undertaking the learning programme.

  • An ABM Team structure
  • Clear goals and KPIs for your ABM programme
  • Definition of your buyers journey
  • Identified and prioritised Key Accounts
  • Established content, tactics and channels to support ABM
  • An structured and documented ABM campaign plan
  • Established Technology stack and supporting processes for ABM
  • An action plan to execute your ABM programme

1. Building your ABM Team and defining your buyer journey

In this business and market analysis module you will cover the following areas:

  • How to assemble a cross functional team for ABM
  • How to develop the buyer journey for ABM
  • How to define criteria for Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL)

Each of these are crucial activities for informing your strategic growth plans. By the end of this module, you should have completed Tabs 2 and 3 of your ABM Planning Toolkit.

2. Defining ABM goals and KPIs

In this goal setting module you will cover the following areas:

  • How to define and breakdown the ABM targets
  • How to define KPIs and how they can be measured

By the end of this module, you should have populated Tab 4 of your ABM Planning Toolkit.

3. Identifying and Prioritising Key Accounts

In this learning module you will cover the following:

  • How to define criteria to identify and select Key Accounts
  • How to select and prioritise Key Accounts into ABM categories/strategies
  • How to identify all stakeholders for the accounts
  • How to develop account and stakeholder level customer value propositions

By the end of this module, you should have completed Tabs 5, 6, 7 and 8 of your ABM Planning Toolkit.

4. Defining Content, Tactics and Channels

In this module you will cover the following:

  • How to identify content requirements for different accounts and stakeholders
  • Understanding the importance of undertaking a content audit to plan content development
  • How to identify channels that enable you to engage key accounts
  • Understanding what tactics to use to support your ABM campaigns

By the end of this module, you should have completed Tabs 9, 10, 11 and 12 of your ABM Planning Toolkit.

5. ABM Campaign Planning

In this campaign planning module you will cover the following:

  • Planning your ABM campaigns
  • Understanding stage based and time based campaign orchestration
  • Understanding priorities in Account Based interactions
  • Developing your ABM plan

By the end of this module, you should have fully populated Tabs 13/14 of your ABM Planning Toolkit.

6. Enabling Systems and Processes

In this module you will cover the following:

  • Understanding and selecting technologies to support ABM
  • Establishing key processes to enable ABM
  • Tailoring the approach for SMEs

By the end of this module, you should have fully populated Tabs 15 and 16 of your ABM Planning Toolkit.

7. Executing your ABM programme

In this learning module you will cover the following:

  • ABM plan management and governance framework
  • Scaling your ABM pilot programme
  • Running your ABM programme

By the end of this module, you should have fully completed Tabs 17 and 18 of your ABM Planning Toolkit.

This e-learning programme can be completed at a pace to suit you. The programme is accessible for a period of up to 9 months from the purchase date.

All of our e-learning programmes have adopted Ofqual’s Regulated Qualifications Framework (RQF), to estimate the learning duration associated with this learning programme.

The Guided Learning Hours (GLH) comprises the total time allocated to supported learning during a learning programme. This includes studying learning content, completing assessments and contact time with a coach/tutor/assessor.

Guided Learning Hours: 13 hours.

The Total Qualification Time (TQT) comprises the time it should take to complete a learning programme, including studying learning content, completing assessments, contact time with a coach/tutor/assessor and undertaking activities.

Total Qualification Time: 44 hours approx.

This timing reflects the methodology of our applied learning programmes, where learners will have structured activities to complete in order to produce a valuable business deliverable from each learning programme.

  • Full course content and examples
  • Online support through a dedicated online forum with guaranteed 48 hour response
  • 3 coaching support sessions with an expert practitioner
  • Identification of additional reading and learning material
  • Certificate of Achievement – Awarded at the end of the programme after completion of all modules and assessments. The certification confirms that you have completed the programme and records your graded achievement in your assessments on Account Based Marketing.

Your purchase is risk free as we provide a choice of secure payment options and offer a full Money Back Guarantee, if you are not satisfied with any of our e-learning programmes

  • £750 + VAT (where applicable)

In line with the EU VAT Directive for Digital Sales, Value Added Tax is chargeable to all individuals who are not registered for VAT at the local VAT rate for their country of origin in the EU at checkout. Businesses that are registered for VAT in the EU can supply a valid VAT registration number and will be exempt from VAT and will be required to account for VAT under the reverse change mechanism.

This course is currently available for purchase online in the countries listed below. If your country is not listed, please contact us directly via our contact page to make alternative arrangements for ordering and payment.

Austria, Belgium,  Bulgaria,  Cyprus,  Czech Republic, Germany, Denmark, Estonia, Greece, Spain, Finland, France, United Kingdom, Croatia, Hungary, Ireland, Italy, Lithuania, Luxembourg, Latvia, Malta, Netherlands, Poland, Portugal, Romania, Sweden, Slovenia and Slovak Republic.

Account Based Marketing Course Author

The content of this Account Based Marketing programme has been authored by Ray Clarke, a highly experienced strategic marketing professional. Ray has 25 years of experience in the B2B industry, working in senior management roles in both client and agency side. As a business & marketing strategy consultant, he has advised on and developed Account Based Marketing Programmes for organisations of all sizes, in multiple industry sectors, across the UK and Europe. This wealth of experience has been distilled into high quality programme content and a practical, outcome focused programme. The course content has been peer-reviewed by senior ABM consultants who also have both client side and agency side experience working with startups, SMEs and large multinational enterprises.