|   Register   |   
Loading Events

« All Events

ITSMA ABM Certification Programme

September 30 - October 1

Location: The Chartered Institute of Marketing in Cookham, Berkshire, UK

(Also in Cambridge, Massachusetts, USA – Kickoff on June 30 and July 1, 2015)


ABM CertifiedAccount Based Marketing℠ (ABM) is a structured approach to developing and implementing highly customised sales and marketing campaigns for single accounts, prospects, or partnerships. By treating each client as a market of one, ITSMA helps companies broaden and deepen their relationships with individuals at key accounts as well as increase awareness and demand for their services and solutions. This ultimately leads to more sales and greater revenue generation. ITSMA has been working with companies to implement ABM strategies for more than a decade. We have developed a robust and flexible methodology, we have created industry best practices, and we have a solid track record of success.We have developed a comprehensive Account Based Marketing Certificate Programme. To-date we have conducted three very successful programmes both in North America and Europe.

If you are interested in participating in our next Europe programme, please use the link below to apply.  We look forward to working with you and your companies in the successful planning and implementation of your ABM program.

Apply Today

Why You Should Participate

This course will help you stay at the top of your game by offering new and innovative thinking about targeted marketing.Specifically, the programme helps you learn how to:

  • Increase your relevance to your key accounts
  • Target your audience
  • Develop relevant marketing messages and campaigns that resonate with clients
  • Show clients the full value you can bring them to help them address key business, financial, operatioinal, and IT issues
  • Create and sustain deep and long-term relationships with executives in key accounts
  • Build client loyalty, intimacy, and referrals
  • Enhance the value of marketing to sales and the business

During the programme, you will hear real-world case studies, actively participate in marketing scenarios, and have the opportunity to network with marketers who are facing the same challenges as you. After the two-day in-person workshop, for the following three-to-four months you will be applying the learned principles to one of your current clients. During this time there will be:

  • Mentoring by an ITSMA ABM advisor assigned to guide you through the process
  • Five “deliverables” during this period that are submitted to your advisor for review and comment
  • Weekly calls between you and your advisor (in addition to any ad-hoc conversations)
  • Four webcasts that will go deeper into key aspects of ABM
    • Understanding the implication of the company’s finances on their business strategy—Looking for Patterns
    • Applying the principles of ABM to Up-Selling and Cross-Selling in the account
    • Applying the principles of ABM to large, strategic, long-term opportunities (may be from an RFP/RFI)
    • Integrating your ABM Campaign Plan in the sales Account Plan

The final product is a complete ABM Campaign Plan ready to be implemented with sales.

Quotemark leftQuotemark rightI will be able to immediately implement the tools and strategies that I learned from this program not just for account based marketing but in developing other business programs and marketing campaigns. —a recent programme graduate

Who Should Participate

ITSMA’s ABM certification programme is designed for senior-level and experienced marketing professionals who are ready to bring their marketing to the next level. We will be evaluating applicants to ensure that all participants meet the minimum requirements.

CIM Credit

Graduates will receive 14 hours of Category 2 credit for attending the workshop from The Charted Institute of Marketing (CIM). To apply for the Program please complete this form.

Programme Facilitator

Bev BurgessBev Burgess
Senior Vice President, ITSMA Europe

Bev leads ITSMA’s activities in Europe, supporting members locally through a programme of research, events, professional development, and consultancy services.  She has over twenty years’ experience of both marketing and running service businesses, and is passionate about the role of marketing in business growth. Her book, ‘Marketing Technology as a Service,’ was published by Wiley in 2010, exploring proven techniques to create value through services based on an infrastructure of technology.Bev first developed this more focused marketing approach whilst Managing Director of ITSMA Europe during 2003–2006. At this time, Bev supported companies such as Atos, Avanade, EDS (now HP), Fujitsu, Steria, and Xerox to pilot, build, and scale their ABM programmes. As Marketing Director for Fujitsu’s private sector services business in the UK during 2006-2008, Bev used ABM as part of a focused strategy on priority accounts that delivered market-beating growth in orders, revenue, and profits.Bev’s background includes senior marketing roles at British Gas, Epson, and Fujitsu. She has also run her own strategic marketing consultancy, supporting clients such as BDO, Bupa, CSC, EMC, Thales, Xerox, and many others. Bev specialises in helping companies like these to create new insights; identifying and prioritising opportunities for growth; brand positioning and engagement; designing compelling value propositions; building content that drives conversations; and accelerating accounts through Account Based Marketing, among others.

Kickoff Workshop Agenda

Day One

Programme: 8:00 am–5:00 pm

Section 1: Understanding the Client’s Markets and Their Drivers

Section 2: Creating Business Imperatives for the Client

Section 3: Relationship Mapping

Section 4: Creating Plays

Reception: 5:00–6:00 pm

Working Dinner: 6:00 pm

Day Two

Programme: 8:00 am–3:30 pm

Section 5: Developing Value Propositions

Section 6: Creating the ABM Campaign Plan

Section 7: Defining Success for Our Campaigns

Section 8: Integrating the ABM Plan into the Account Plan

To apply for the Programme please complete this form.

Quotemark leftQuotemark rightI really enjoyed the programme and will apply many of the learnings. I think your approach provides marketing with various “entry points” to begin having a more strategic conversation with the account teams.  —a recent programme graduate

Pricing, Accommodation, and General Information

Dates: 30 September – 1 October, 2015
Programme Pricing:

$5,250 | £3,165* | €3,840* for members of ITSMA
$6,050 | £3,645* | €4,425* for non-members

*Actual price determined by current conversion rate upon registration

  The programme fee includes continental breakfasts, lunches, a working dinner, refreshments, and course materials.
  To register for the programme attendees need to complete this inquiry form
Event Location: Moor Hall Conference Centre
Chartered Institute of Marketing
Cookham, Berkshire, SL6 9QH, United Kingdom
Expenses: The programme fee includes continental breakfasts, lunches, refreshments, a working dinner, and course materials. Additional costs such as overnight accommodation, phone costs, travel, and transportation are the responsibility of the participant.
Accommodation: Delegates should book their rooms by emailing Nick Bolter or Sam Gryckiewicz at events@cim.co.uk. Mention ITSMA when booking. The accommodation costs are £90.00 per night Bed and Breakfast. The accommodation is available from 2.00 pm on the day of arrival and must be vacated by 9.00 am on day of departure unless specific requirements have been requested.

Webinar ABM Training Programme

As an alternative to the full certification programme, ITSMA offers a three-session/three-week Webinar ABM Training programme that provides an in-depth overview of the ITSMA ABM Methodology with practice exercises for each of the main activities involved in ABM. If you are interested in this Webinar programme for you and others in your company, contact us at abm@itsma.com.

Cancellation and Refund Policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to vmonger@itsma.com and will be assessed on a case-by-case basis.

  • Ÿ Full refund or future programme credit given 30+ days prior to the programme
  • Ÿ €250 cancellation fee 15–29 days prior to the programme
  • Ÿ Substitutions for this programme must be approved by ITSMA prior to the start of the programme