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Tuesday, August 14th, 2012
Account Based Marketing Course Helps Reach Key AccountsBy Jeff Sands
ITSMA research, as well as other research, has long shown that the more specifically you segment and target your audience, the more relevant your messages can be. And relevant messages resonate better with your audience. This means your customers and prospects are more likely to respond to you because they understand the value you can bring to them.
Targeting your audience is the goal behind Account Based Marketing, a strategic approach that helps companies bring greater business value to their key accounts. Since 2004, ITSMA has been working with members and clients, through workshops, consulting projects, and research, to help them develop the know-how to treat each account as a market of one. Through this approach, companies are able to broaden and strengthen their account relationships, increase awareness and demand for their services and solutions, and—frankly—sell more.
Whether through value propositions or programs and campaigns, B2B marketers need to appropriately target the correct audiences inside their strategic accounts. They should be able to answer these questions:
Companies are now asking, “How can our marketers be more effective and more efficient? How can they produce better results?”
The ITSMA ABM Certification Program
In response, ITSMA has developed a comprehensive Account Based Marketing Certification Program to bring ABM into organizations more effectively. The program consists of:
Recent participants are already seeing the value of ABM Certification. One said, “Since my participation in the ABM Certification program, my relationship with the Client Account Exec and the client team has improved greatly. I am now considered part of the team and am involved in all aspects of planning.” Another said, “My account sales director feels I know so much about the account that I have been asked to participate in many customer meetings with her.”
Read: Account Based Marketing: Four Steps to Successful Implementation and Full Adoption, Four Stages to Full ABM Adoption, Industry Insight Is Making Account Based Marketing More Relevant, Seven Rules for Scaling Account Based Marketing Programs, and The Four Stages of Account Based Marketing Adoption.
For more information on the Account Based Management Certification, contact Jeff Sands at email@example.com.
ITSMA specializes in helping companies market and sell services and solutions more effectively. We work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation.ITSMA annual program clients include business leaders such as AT&T, Cisco, Deloitte, EMC, Fujitsu, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account Based Marketing℠, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London, Mumbai, and Tokyo. Learn more at www.itsma.com.