Check out the ABM 101 Course on the New Buzz B-School
Learn the fundamentals of account-based marketing with our new ABM 101 Course
This week, the awesome Adam Gelles launched Buzz B-School with a simple mission to help B2B Executives excel. And I am very honored to have been invited to join the faculty, where I will be providing account-based marketing training, kicking off with a free ABM 101 course.
This is the first in a 5-course account-based marketing training program that will be rolled out over the coming months.
What is Buzz B-School?
The Buzz B-School is committed to helping B2B go-to-market executives from sales, marketing, customer service, and operations become excellent at their craft. The faculty are leaders in B2B go-to-market strategy and execution. You can learn more here.
Other classes include B2B Marketing Planning for Today’s Complexity, How Generative AI is Rewiring Marketing, B2B Branding and Messaging, Measuring B2B Outcomes, and more.
Buzz B-School is free to join and includes a mix of free and paid courses, cohorts, master classes and events. You receive completion certificates, and there will be course certifications for ABM and other skills.
Why the ABM 101 Course Was Created
Account-based marketing (ABM) is emerging as THE way to market for B2B marketers who sell solutions involving complex sales processes, large deal sizes and many stakeholders. ABM has been around for 20+ years but has been mastered by relatively few firms. It’s understandable. ABM can be complicated and requires a change in how sales, marketing, and leadership collaborate to drive success.
In this 4-part introduction to ABM you will learn why ABM matters and how it can help you address the challenges with selling and marketing in today’s market. This will give you new ideas how to reach, engage and convert the right buyers.
Who Should Attend
- Anyone looking to start account-based marketing training.
- Any B2B marketer who sells solutions involving complex sales processes, large deal sizes and many stakeholders.
- Sales executives that want to collaborate with marketing on Account Based Sales efforts.
- B2B Operations Leaders who support ABM.
This Account-based Marketing Training Will Help You Understand:
Why ABM is an important strategy to master
Why B2B marketing is hard and does not work as well it should
What ABM is and why it works
The 7 principles of ABM
Get to know typical challenges with implementing ABM
Understand what it takes to design a pilot
Know what you can do next
Part 1 – Introduction
Part 2 and 3 – The 7 ABM Principles
We will define ABM, review the 7 ABM principles, and dive into developing a target account list, how to identify in-market target accounts, and why you need to market to buyers the way they buy. Ee will review the three flavors of ABM, discuss the importance of personalization, creating customized experiences. We will dive into an ABM-centric approach to measurement. And lastly, we will show why sales and marketing alignment is so important.
Part 4 – Getting Started with ABM
In this final section, we will discuss the typical challenges with ABM, get to know the Total Customer Growth Model, learn about Think/Crawl/Walk/Run, understand how to design a pilot and review what to expect next.