Step-by-Step to Achieving High-Performance Account-Based Marketing
Special Winter Pricing: Regularly $500 is now 50% off—$250. Enroll here (January 31st).
Introduction:
B2B organizations have fully embraced Account-Based Marketing (ABM), and for a good reason: it has the potential to transform the marketing to the sales process and deliver prized customers to the pipeline in ways that same-old processes just can’t. In fact, surveys show that 80.5% of companies have a basic version of ABM in place, and another 13% plan to implement it.
And while some B2B sales organizations are seeing great results, for many others, ABM does not live up to its promise. These organizations are falling short of sales pipeline goals, they’re over budget, and they’re not achieving desired ROI. Management gets frustrated, sales teams lose faith, and marketers are under more pressure to deliver qualified leads.
The difference between the organizations that succeed and those that fail is knowledge: how to plan, implement, execute, measure, and iterate ABM so that it works for your organization. And that’s exactly the gap that this course is designed to fill.
In this one-module workshop, we’ll assess ABM processes and discuss what marketers are doing right and wrong. We’ll introduce a metrics-based approach to evaluate ABM tactics and costs in light of payback timelines, giving you information and ammunition for discussions with management. We’ll also discuss lead quality vs. quantity, where to use Generative AI and the most common failure points. We’ll also cover course corrections to boost ABM performance and ROI in programs that are already underway.
Most importantly, you’ll gain a thorough understanding of the foundations of ABM, the steps needed to implement it, and how to adapt it to your organization, even on a tight budget.
(Can’t attend the live workshop? No problem. This workshop is recorded, and we’ll send you the recording, workbook, and supplementary materials within a day of completion after we’ve had time to edit the recording.)
What You’ll Learn in this Workshop:
- ABM steps you need to plan and execute a new or revised ABM program.
- Reasons why CEOs say ABM underperforms… and what to do to maximize success.
- Where and how you can leverage AI to boost performance.
- How to align your ABM program with your changing buyer journey.
- Refining your Ideal Customer Profile (ICP) and Personas.
- Strategies for selecting your ABM target accounts.
- Strategies and sources for building out the buying team contact data in target accounts.
- New ABM go-to-market strategies for lead-gen, prospect developments, and pipeline-building.
- Lead quality vs. quantity in ABM and why it matters.
- Fixing low prospect engagement rates to improve funnel conversions.
- Messaging, high-value offers, and content.
- Leveraging AI/Chat GPT and intent data.
- Secrets to Omni-Channel orchestration to boost engagement.
- Lead-to-sales funnel conversion metrics—what you can expect.
- Dashboard KPIs that matter to the CMO and CEO.
- The hot buttons that help you get buy-in from executives in your organization.
- Understanding the MarTech stack and choosing options that meet your needs and budget.
- Bonus: Checklists to assess your ABM strategies, tactics, and performance; campaign planning checklist, data, and list-building specifications.
- Bonus: Worksheets for creating your Ideal Customer Profile (ICP) and a lead requirements calculator.
- Bonus: List of ABM do’s and don’ts.
Key Takeaways:
- For new ABM programs—Learn what’s needed to get going.
- For existing ABM programs—
- Gain new checklists to assess your ABM strategies and tactics.
- Learn insights to protect and improve your ABM program.
- Find out what’s working/not working for other companies like yours.
- Learn where generative AI can and cannot help.
- Find out the Executive “Buy-In” hot buttons.
How to Convince Your Boss Why You Should Take this Class:
Account-based marketing (ABM) in B2B firms supports account-based selling and can fuel corporate growth by maximizing revenues in strategic target accounts. However, many firms are not sure how their program is performing or how they stack up to the industry. That knowledge gap can hurt a company if the C-Suite does not see a good ROI or positive metrics.
- Cost Effectiveness: The knowledge you’ll gain from this workshop will reduce the chances of making costly errors.
- Up Your Skill Set: This course will give you the skills to confidently and independently assess and make revisions to your ABM program and its impact on the marketing funnel and sales pipeline.
- Solve the “Frankenstack” Problem: Based on your company’s ABM stage, learn how to question, simplify, and/or eliminate unneeded MarTech.
The Presentations:
- The workshops are hands-on and practical.
- The workshops are live, so you can ask your questions.
- If the course doesn’t fit in your calendar, don’t worry. All DMAnc.org workshops are recorded.
- Step-by-step instructions with lists so you can do this yourself.
- Included are lots of illustrations and examples.
Download Material:
- ABM use case.
- Checklists for:
- ABM Campaign planning.
- Data/list building specifications.
- Worksheets for:
- Ideal Customer Profile (ICP).
- Lead requirements calculator.
- Lists of Do’s and Don’ts.
- Video and slide deck of the workshop are available approximately 24 hours after the course.
Who is the course for?
This workshop is for professionals at the following levels:
- ABM program managers.
- Demand-generation campaign planners.
- Marketing leaders.
- Marketing operations.
- Sales Operations.
- Revenue operations.
Sales management at all levels of funnel responsibility:
- SDR managers.
- Channel managers.
- Sales Enablement.
- Leadership executives concerned about future growth in major accounts.
The Presenter:
Tom Judge
President/CEO
Direct Marketing Partners (DMP)
DMP is a global demand generation and sales pipeline development company helping B2B firms diagnose, fix and accelerate their lead-to-sales funnels.
Tom heads up the strategy and consulting unit and has optimized the sales funnels for over 200 firms. He has taught workshops and presented at DMA conferences and other industry events addressing a variety of lead-to-sales funnel challenges. He has been recognized as an industry leader on the subject by the Sales Lead Management Association.
Workshop dates and times:
WINTER
Account-Based Marketing Masterclass.
Friday, January 31, 2025
12:00 PM – 2:00 PM PST
SPRING
Account-Based Marketing Masterclass.
Thursday, May 8, 2025
12:00 PM – 2:00 PM PDT
