ABM North America Certification Program

Program kickoff dates: December 11–12, 2014 (The Charles Hotel, Cambridge, Massachusetts)


ABM CertifiedAccount Based Marketing℠ (ABM) is a structured approach to developing and implementing highly customized sales and marketing campaigns for single accounts, prospects, or partnerships. By treating each client as a market of one, you can broaden and deepen your relationships with individuals at key accounts as well as increase awareness and demand for your services and solutions. This ultimately leads to more strategic 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 Program that we have conducted both public and private programs. To-date we have conducted three very successful programs both in North America and Europe.

Quotemark leftQuotemark rightIt was definitely a team effort and we are pleased to be certified ITSMA ABM marketing professionals. This was a good learning experience and growth exercise for us and it’s always good to have some new skills and tools to use for the future. — Two recent programme graduates from BMC

If you are interested in participating in our next North America program, 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

Who Should Participate

ITSMA’s ABM Certification Program 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.

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 Program helps you learn how to:

During the Program, 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 workshop, for the following three months there will be:

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 program graduate

Kickoff Workshop Agenda

Day One

Program: 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

Program: 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 Program please complete this form.

PDF Download a datasheet of this program.

Webinar ABM Training Program

As an alternative to the full certification program, ITSMA offers a three-session/three-week webinar ABM Training program 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 program for you and others in your company, contact Jeff Sands at jsands@itsma.com.


ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, India, and Japan. Learn more at www.itsma.com.


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