Special Fall Pricing: Regularly $500 is now 50% off—$250. Enroll here (prerecorded online).
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.)
Key Takeaways:
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.
The Presentations:
Download Material:
Who is the course for?
This workshop is for professionals at the following levels:
Sales management at all levels of funnel responsibility:
The Presenter:
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.
This course is great for both beginners and advanced ABM marketers. Tom clearly knows his stuff, is passionate about ABM, and I especially appreciated all of the insights into potential pitfalls and how you can set up your ABM program for success.
Helpful information that let us know if our ABM efforts so far were on track! Good advice for working across sales and marketing pipelines to better the business overall.
Tom was terrific, left the workshop with the tools and resources to advance my ABM program!
Loved the practical application information vs most webinars that give you topline methodologies and you’re still left scrambling on what to do next.
Tom’s ABM presentation was excellent, thorough and to the point. Lots of good pointers and good resources to have to review at a later date. Good job!
Next live masterclass coming in Winter/Spring 2025.