Account Based Marketing (ABM) for Small to Medium Companies

This workshop takes a realistic view of ABM and cuts through the hype that often surrounds it. The focus will be on the key elements necessary to plan and execute a realistic program that will fit the capabilities of small to medium business (SMB) while increasing target account sales and producing a positive ROI.

We’ll have frank discussions on what an ABM program can and can’t do for SMBs. Since so much has been claimed, with most being outside of the means of SMB sized companies, we’ll insert some realism into the equation. However, the fundamental processes of selling into key accounts is sound. Therefore, the smaller firms must devise a game plan that achieves the desired goals while staying on a tight budget. This session will share ways to accomplish results without shiny silver objects running up the bill with minimal ROI payback.

Key topics covered in the workshop will be:

• Basic elements of account-based marketing and the recent developments making such a buzz
• Levels of ABM maturity (so attendees can see where they rank in the ABM readiness index)
• Goal setting and revenue-based lead funnel requirements
• Target account selection strategies, and Ideal Customer Profiles (ICP)
• Contact build out strategies
• Go-to-market and pipeline development strategies
  • Account building tactics to consider
  • Lead gen/Lead development approaches, what works/what doesn’t
  • Budget ramifications
  • Lead/sales funnel conversion rates, and what you can expect
• ABM process and automation tools
  • What to automate and what not to (Nice to have vs. Must have)
  • When to automate
  • Landscape of options and vendors to consider (A vendor agnostic view)
  • Cost and ROI considerations
• Common mistakes to avoid
• ABM framework and planning – a checklist to use in creating a sound plan

 This workshop is created for professionals at all levels in these roles:

• Demand generation
• Sales and or marketing operations
• Sales and marketing managers
• Market strategy planners
• Account/Lead development managers
• Business development positions
• Campaign planners
• Channel managers

Instructor: Tom Judge

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.