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During this course you will learn to:

  • Develop strategies to make sure marketing and sales work perfectly together
  • Set realistic targets for your programme and what it can achieve
  • Find the best companies to include in your programme
  • Choose the technology you need to make it all work
  • Plan the content and communications to make sure you succeed

Course availability 

start location member non-member places left
Central London (W1W 8SS) £510.00 £599.00 10+

NB: Prices above subject to VAT.

Course information

What is Account Based Marketing?
  • Definitions and explanations of key terminology
  • Why ABM has become the most talked about topic in B2B marketing
  • Common ABM misconceptions
  • Skills and resources needed to run an ABM programme
Align sales and marketing
  • Set the programme’s key aims
  • Map out the key stages of the sales process
  • Understand the needs of sales people
  • Explore the key responsibilities of team members and their relationships
  • Resources you need to run your campaign
Set goals and objectives
  • Make sure everyone has realistic expectations
  • Set meaningful and measurable targets along the way
  • Agree responsibilities across your organisation
  • Set key measures for success
Choose target accounts
  • How to choose the best targets
  • The optimum number of companies to include
  • Find the stakeholders in each company
  • What criteria to use when choosing
  • How to gather information to assess potential targets
  • Data sources
Customer journey mapping and defining content needs
  • Planning typical customer journeys
  • Media selection
  • Publisher partnerships
  • Other tools to help you
  • Making your content stand out
Structure CRM and marketing automation
  • What technology or tools do you need?
  • What are the best alternatives?
  • What to ask when choosing tech partners
Roll out campaigns
  • Increase ABM volumes without losing your focus
  • Use the principles of Account Based Advertising
  • Keep the sales people on side
ABM to grow existing customers
  • Division between ABM for existing clients and prospects
  • Building client accounts using ABM principles
  • Turning clients into advocates
  • How existing major accounts can help recruit new ones
  • Keep Account Managers onside
who should attend?
In B2B companies:
  • Marketing Managers
  • Marketing Directors
  • Communications Managers
Marketers will have the tools to set up and run ABM programmes
Account Based Marketing is the most talked about subject in B2B, particularly because users find that employing an ABM strategy significantly improves the effectiveness of marketing activity.

David Hearn F IDM, Managing Director, AHK

David Hearn F IDM has been a marketer for 30 years and co-owner of direct and digital agency, AHK, for over 20. AHK plans and executes customer recruitment and development programmes for B2C and B2B companies, including Canon Europe, Adobe, GE Capital, Thomas Miller and The Warranty Group.  The agency’s services include strategic planning, data analysis & insight, marketing technology deployment, creative development and campaign management. David describes himself as a marketing generalist and is responsible for overseeing client activity.

David has shared his marketing experience and knowledge for the last 15 years, lecturing and tutoring for the IDM.



IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

Very informative, perfect level, would definitely recommend to a colleague

Sophie Harvey,
Ecommerce Marketing Executive, CPP Group

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

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