DMAnc.org Online Certification Workshops
Summer Discount: 25% Off
Free Lifetime Workshop Updates
Special Pricing: regularly $300 now 25% off—$225. Enroll here.
Introduction:
Account Based Marketing (ABM) is entering into the maturity stage in SMB firms. Surveys show that 71% of SMBs have some basic version of ABM in place and another 13% are planning to do so. However, the reality is that many of these firms are not achieving their ABM sales pipeline goals and are well over budget. The warning signs are there, management is signaling concern and frustration. Ignore the symptoms at your own peril.
This workshop takes a pragmatic view of ABM through the eyes of small and mid-size companies which must contribute to the sales pipeline and prove ROI. We’ll look at the processes and tactical options firms are using or considering, and what some SMBs are doing right and wrong. We’ll introduce a new way to look at ABM tactics and costs in light of their payback timelines the way CEOs and investors do. We’ll also discuss course corrections to make your program a high performer.
(Can’t attend the live workshop? No problem. This workshop is recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)
Workshop date and time:
ABM for Small & Mid-Size Firms Masterclass, 1 module course.
Thursday, November 30, 2023 (12:00 pm to 2:00 pm PST).
Description:
Special Pricing: regularly $300 now 25% off—$225. Enroll here.
Join us on November 30th as we focus on the key elements necessary to plan and execute a basic ABM (Account Based Marketing) go-to-market pipeline building program. Then we’ll cover ways to take programs like yours from basic into a higher performing level while staying on budget.
The elephant is in the room. A myriad of platform tools has sprung up fighting for your budget. We’ll weigh in on some of these tactics and platforms in light of their costs vs. timeline to pipeline impact. As a group we’ll have frank discussions on what is really needed at what stage and what is feeding the cost overruns. This session is packed with tips to accomplish the desired ABM goals while staying on a tight budget.
Key topics covered in the workshop will be:
- ABM steps to crawl, walk, run…
- Connecting your ABM program with your buyer journey.
- Target account selection strategies.
- Target contact data/list building strategies.
- Go-to-market lead gen and pipeline building.
- Prospect engagement tactics and timelines:
- Messaging, high value offers, content, podcasts, video, ads.
- Events, ABM automation tools, LinkedIn, Chat.
- SDR omni-channel outreach process and acceleration tactics.
- Lead to sales funnel conversion rates, what you can expect.
Key Takeaways:
- For new programs—Learn what’s needed to get going.
- For existing programs—Gain a new perspective to assess your ABM strategies and tactics in terms of time to produce sales pipeline impact.
- Uncover fresh ideas to refine and improve your ABM program.
- Find out what’s working/not working for companies like yours.
- COVID lessons.
How to Convince Your Boss Why You Should Take this Class:
Account based marketing (ABM) in small and mid-sized firms can fuel corporate growth by maximizing revenues in target accounts. However, many firms are not sure how their programs 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 sales pipeline.
- Solve the “Frankenstack” Problem: Learn how to simplify and question or eliminate unneeded Martech stack based on the stage you are at.
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 in numbered lists with links so you can do this yourself.
- Included are lots of illustrations and examples.
Download Material:
- ABM use case.
- Checklists for:
- ABM Campaign planning.
- Data/lists specifications.
- Worksheets for:
- Ideal Customer Profile (ICP).
- Lead requirements calculator.
- Lists of Do’s and Don’ts.
Who is the course for?
This workshop is for professionals at the following levels:
- ABM program managers.
- Sales and/or marketing management at all levels.
- Sales and/or marketing operations.
- Demand generation campaign planners.
- SDR managers.
- Channel managers.
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.
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