ABM certification and mentoring ›

Not just trained, ABM certified with an action plan ready to go

You already know that Account-Based Marketing (ABM) is delivering results. But are you and your team expanding your capabilities fast enough to take full advantage of the different approaches to ABM? Succeeding with ABM requires a complex blend of leadership, business acumen, and a range of specific marketing skills.

ITSMA pioneered ABM in the early 2000s and has worked since then with leading B2B technology, telecom, and services firms to design and execute ABM strategies and programs. Our approach, methodology, and practical experience are the best in the business, and we’ve trained hundreds of marketers from award-winning ABM programs for more than a decade.

Our industry-leading ABM Certification and Mentoring Program provides an intensive, 90-day immersion in the methodology and skills that ABM-ers need to succeed. The program includes a two-day kickoff workshop, three webinars, and expert, on-the-job mentoring and coaching to create a robust ABM plan that’s ready to go.

Interested in learning more? Read the details below.

Who should participate?

ITSMA’s ABM Certification and Mentoring Program is designed for experienced, client-side marketing professionals who want to build their professional competency in ABM. We evaluate all applicants to make sure that everyone meets the minimum requirements for the program. (Please note: the program is not open to agency staff or consultants.)

What will I learn?

Specifically, the program helps you learn how to:

  • Understand the value and impact of ABM, including the three distinct types of ABM (One-to-One; One-to-Few; and One-to-Many)
  • Identify priority accounts for ABM
  • Develop new insights into accounts
  • Design targeted, differentiated propositions
  • Craft marketing messages and campaigns that resonate
  • Create and sustain deep, long-term relationships with executives
  • Build client loyalty and intimacy
  • Measure your impact in terms of reputation, relationships, and revenue in each account

The program provides a unique opportunity to learn from top ABM experts, explore real-world case studies, actively participate in group work and discussions, and network with marketers facing similar ABM challenges.

Each participant will also receive a copy of ITSMA’s book on ABM: A Practitioner’s Guide to Account-Based Marketing, authored by Dave Munn, President & CEO, and Bev Burgess, SVP & ABM Practice Lead.

What are the next training dates?

ITSMA offers kickoff workshops in Boston and London, and now provides the same training virtually. We also work with companies to provide custom training either on-site or virtual. See our list of dates below:

*In-person, classroom workshops are subject to change due to the COVID-19 pandemic.


Kathryn McGinney, Splunk


I feel completely enabled and empowered to begin an actionable ABM strategy/program at my organization.

– Caitlin Hayes, Senior Field Marketing Manager, Nutanix

Want to become an ABM-er?

Let us know how we can help.



Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership