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Events › ITSMA Account-Based Marketing Certification & Mentoring Program (Virtual)

ABM Certification, Virtual Training:
June 2, 4, & 9

ITSMA Account-Based Marketing Certification & Mentoring Program (Virtual)

June 2 @ 10:00 am - 4:00 pm BST

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  • Training, Event

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 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 (1:1, 1:few, and 1: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.

ABM Certification quote by Danny Nail, SAP


Program Agenda – ITSMA’s 7-Step ABM Methodology

Kickoff week sessions (June 2 & 4, 2020 – Online)

  • Setting the stage with ABM/Selecting the right account(s)
  • Step 1: Knowing what is driving your account(s)
  • Step 2: Playing to the clients’ needs
  • Step 3: Mapping and profiling stakeholders
  • Step 4: Developing targeted value propositions

Continuation session (June 9, 2020 – Online)

  • Step 5: Planning integrated campaigns
  • Step 6: Executing campaigns
  • Step 7: Evaluating results
  •  

Three webinars on the anatomy of a campaign (60-minute follow-on sessions)

  • Anatomy of a One-to-One ABM Campaign. In this webinar, a member of ITSMA’s ABM Alumni group will share a case study, starting with the reason for selecting the account and the business objectives set, then working through the seven-step process to the results achieved and lessons learned. Delegates will reflect on the case study and any implications for their own ABM plan.
  • Anatomy of a One-to-Few ABM Campaign. In this webinar, a member of ITSMA’s ABM Alumni group will share a case study, starting with the way the cluster of accounts was selected and the business objectives set for it, then working through the seven-step process to the results achieved and lessons learned. Delegates will reflect on the case study and any implications for their own ABM plan.
  • Anatomy of a One-to-Many ABM Campaign. In this webinar, a member of ITSMA’s ABM Alumni group will share a case study, starting with the way the group of accounts was selected for ABM and the business objectives set for it, then working through the seven-step process to the results achieved and lessons learned. Delegates will reflect on differences between one-to-many and the other types of ABM covered in the first two webinars, and discuss implications for their own ABM plan.

One ABM Clinic Q&A Session

  • A live webinar session with the course leaders and other delegates to check on progress, ask questions that have arisen since the last training sessions, and deal with any blockers as you work on your own ABM plan.

Session schedule

June 2, 2020 10:00 am – 4:00 pm BST Kickoff week session (with a lunch break between 12:00 pm – 2:00 pm)
June 4, 2020 10:00 am – 4:00 pm BST Kickoff week session (with a lunch break between 12:00 pm – 2:00 pm)
June 9, 2020 10:00 am – 4:00 pm BST Continuation session (with a lunch break between 12:00 pm – 2:00 pm)
June 16, 2020 10:00 am – 11:00 am BST Anatomy of a One-to-One ABM Campaign
June 23, 2020 10:00 am – 11:00 am BST ABM Clinic: Q&A Webinar
June 30, 2020 10:00 am – 11:00 am BST Anatomy of a One-to-Few ABM Campaign
July 7, 2020 10:00 am – 11:00 am BST Anatomy of a One-to-Many ABM Campaign

 

During the sessions

  • Active support and guidance, including regular calls with your assigned ABM mentor to apply the methodology in developing a practical ABM plan for your selected account or cluster of accounts
  • Four homework assignments
    1. Account/cluster selection, insights, and imperatives and initiatives
    2. Plays for the account/cluster
    3. Stakeholder profiles
    4. Campaign plan and metrics
  • Final deliverable: an action-ready ABM plan for an account or cluster of accounts

I found the ITSMA ABM Certification kick off workshop very interesting and useful in helping me lead HCL’s ABM program. The facilitator was a powerful storyteller, and the 1.5 days at the workshop were very engaging and informative.

Abhishek Mendiratta, Senior Director & Head of Marketing, HCL Technologies Ltd.

Program Facilitators

Beverley Burgess

Senior Vice President and ABM Practice Lead, [email protected]

Bev is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wiley 2010). She is best known as an authority on Account-Based Marketing (ABM), being the first to classify it when developing the approach jointly with several clients. She is co-author of the book, A Practitioner's Guide to Account-Based Marketing (Kogan Page, 2017), and leads ITSMA’s ABM practice. Bev is also the author of the forthcoming book, Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business (Kogan Page, 2020).

Full bio

Louise Jefferson

Senior Associate, [email protected]

Louise is a senior marketing professional with over 25 years of experience in marketing business services and outsourcing. In her role, she specializes in helping companies to create new insights; identify and prioritize opportunities for growth; and accelerate accounts through Account-Based Marketing (ABM) programs. As part of the global ABM practice team, Louise provides training, mentoring and consulting services to members as they build their own competence in ABM.

Full bio

 

Pricing and General Information

Program Fee: $4,600 for members of ITSMA
$5,200 for non-members
  Program fee includes individual mentoring, online kickoff week and continuation session, four follow-on webinars, including three on the anatomy of a One-to-One, One-to-Few, and One-to-Many ABM campaigns and an ABM Clinic/Q&A Session, plus program materials—including a copy of ITSMA’s ABM book, A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts.
Kickoff Week Sessions: June 2 & 4, 2020
10:00 am – 4:00 pm BST (with a 2-hour break for lunch between 12:00 pm – 2:00 pm)
Continuation Session: June 9, 2020
10:00 am – 4:00 pm BST (with a 2-hour break for lunch between 12:00 pm – 2:00 pm)
Special Requests: If there is anything we can do to make your participation in this program easier, please contact Victoria Monger.

 


Cancellation and Refund Policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to [email protected] and will be assessed on a case-by-case basis.

  • Full refund or future program credit given 30+ days prior to the program
  • 85% refund or 100% future credit provided when notifying ITSMA 15–29 days prior to the event, but a substitution may be acceptable
  • Substitutions for this program must be approved by ITSMA prior to the start of the program
  • For full details, please reference our cancellation and refund policy.

 

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