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Account Based Marketing: Aligning marketing with sales to expand your business within strategic accounts and deliver long term customer value

Many b2b organisations have a small number of very large accounts they wish to acquire or develop. Conventional, consumer oriented marketing approaches are either inappropriate or wasteful. The efficiency of strategic account teams, responsible for winning business from major customers, is reduced through lack of effective marketing support. Tensions build between the functional teams. This course offers an alternative approach based on joint sales and marketing programmes to individual strategic accounts, which become segments for cross-functional teams to focus on. It requires significant resources to be devoted to each account, but can yield better returns through increasing close rates, positioning your organisation further up the value chain and maximising the potential of strategic accounts. That’s why Account Based Marketing has become a ‘hot’ topic in b2b sales and marketing.

Turning 'Theory' into 'Practice'?

This course is run as a practical business seminar, moving beyond the theory you may have learned to ensure that the approach you adopt is feasible and realistic in the real business world. Course participants will be encouraged to bring along a current business issue to use as a practical example when applying the learning. Real-world examples are used throughout to illustrate challenges and opportunities.

Who should attend?

This course is designed for b2b marketers, strategic/major/key account managers, product managers and product marketing managers, marketing communications managers, business development managers, and others who are responsible for developing business in strategic accounts in b2b sectors.

Key areas to be covered in the programme and documentation

What is Account Based Marketing (ABM)? What’s different about it and why is it becoming popular?
• Challenges in b2b strategic account sales and marketing
• Account Based Marketing (ABM) – its history, definitions and benefits
• Criteria for a successful ABM programme

A four-step process for developing and implementing ABM programmes
Step one. Establishing the team
• Resources, roles and responsibilities across the team
• Challenges of working in multidisciplinary teams and how to deal with them:
– Setting up or improving working processes
– Monitoring and reporting
• Engaging, motivating and supporting the team

Step two. Targeting and understanding the customer
• Assessing and selecting the most suitable accounts for ABM
• Ideal Customer Profile
• What are ‘insights’? What do you need to know about the target organisations and individuals within them?
• Mapping the decision making unit and buying process to identify the contacts you need.
• What do you known already? Exploiting existing information and contacts
• Conventional and digital data collection strategies and tools to fill information gaps and generate fresh insights

Step three. Building account specific content and plans
• Developing and using an account playbook as part of a strategic account plan
• Defining the content and the plays
• Developing better messages through account level

Developing personalised value propositions
• How personalised do you need to get? How do you develop and use personalised content?
• Developing multi-level value propositions
• Customising value propositions and messages for different personas and individuals

Understanding the importance of interaction
• Communication rather than broadcast
• Conventional and digital marketing tactics
• Orchestrating multi-channel, cross-functional account development programmes

Step four. Executing and assessing the plan
• Execution hints and tips
• Selecting metrics to assess account progress and engagement.
• Measuring the ABM success
• Conducting account reviews
What happens next? Scaling ABM across other accounts

Benefits to you

• Improving the returns on your strategic account sales and marketing investments
• Increasing your chances of winning large complex deals in strategic accounts
• Positioning your organisation higher up the value chain with your strategic accounts
• Choosing the accounts most suited to an ABM approach
• Collecting and using information to develop insight into those accounts
• Aligning marketing activity with account strategies
• Improving the effectiveness of strategic account marketing through developing compelling content
• Cross-selling and up-selling through greater relationship strength and depth
• Developing a systematic approach to account based marketing
• Scaling principles and applying knowledge to a slightly broader, yet still highly targeted audience

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

14-15 November 2019, London, UK, PT4055

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac