Step-by-Step to Achieving High-Performance Account-Based Marketing
Special Fall Pricing: Regularly $600 is now 50% off—$300. Enroll here (Prerecorded).
Introduction:
B2B organizations have fully embraced Account-Based Marketing (ABM), and for a good reason: it has the potential to transform marketing-produced sales and deliver prized customers into the pipeline in ways that older 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.
While some B2B sales organizations are seeing great results, many others find that ABM does not live up to its promise. These organizations are falling short of sales pipeline goals, are over budget, and are not achieving the desired ROI. Senior management is frustrated, sales teams are losing faith, and marketers are under more pressure to deliver qualified leads and pipeline.
The difference between the organizations that succeed and those that fail is knowledge: how to plan, implement, execute, measure, and iterate ABM so 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. Curious about new AI tools in ABM? We’ll highlight some areas where AI can accelerate or optimize your ABM. We’ll also discuss lead quality vs. quantity and the most common failure points to avoid. We’ll share proven course corrections to boost ABM performance and ROI for programs already underway.
Most importantly, you’ll gain a thorough understanding of ABM’s foundations, the steps needed to implement it, and how to adapt it to your organization, even on a tight budget.
Can’t Attend Live? No Problem!
Even if you miss the live workshop, you’ll still get everything:
- Full workshop video recording.
- PowerPoint slides with live links to more resources.
- Checklists and additional handouts.
All materials are emailed to registered attendees within 24 hours after the live session.
What You’ll Learn in this Workshop:
- ABM steps you need to plan and execute for a new or revised ABM program.
- 9 top reasons CEOs say ABM underperforms… and what to do.
- Leveraging both Generative AI and Agentic AI to boost performance.
- How to align your ABM program with your changing buyer journey.
- Refining your Ideal Customer Profile (ICP) and Personas with AI.
- Strategies for selecting your ABM target accounts and how AI can help.
- Strategies and sources to build buying team contact data in target accounts.
- New ABM go-to-market strategies for ABM lead-gen, prospect development, and pipeline conversions.
- Lead quality vs. quantity in ABM and why it matters.
- Fix low prospect engagement rates to improve funnel conversions.
- Messaging strategies, high-value offers, and content.
- Leveraging 1st and 3rd party intent data.
- Secrets to Omni-Channel campaign 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 your executive team.
- Checklists to assess ABM strategies, tactics, and performance; a campaign planning checklist, and data/list-build specifications.
- Worksheets for creating your Ideal Customer Profile (ICP).
- 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 unsure 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 revise 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.
- Identify where AI can be leveraged.
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 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 graphic illustrations and examples.
Download Material:
- ABM use case.
- Checklists for:
- ABM Campaign planning and tactical execution.
- Data/list building specifications.
- Worksheets for:
- Ideal Customer Profile (ICP).
- ABM account lead requirements calculator.
- Lists of ABM 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.
- SDR managers.
- Channel managers.
- Sales Enablement.
- Leadership executives with concerns about future growth in major accounts.
The Presenter:
Tom Judge
President/CEO
Direct Marketing Partners (DMP)
DMP is a global demand generation and AI sales pipeline development company helping B2B firms diagnose, fix and accelerate their lead-to-sales funnels.
Tom 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’s recognized as an ABM industry leader 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!
