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Events › ITSMA Account-Based Marketing Certification & Mentoring Program

ABM Certification, Virtual Training:
May 12, 14, & 21

ITSMA Account-Based Marketing Certification & Mentoring Program

May 12 @ 11:00 am - 5:00 pm EDT

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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 (May 12 & 14, 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 (May 21, 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

May 12, 2020 11:00 am – 5:00 pm ET Kickoff week session (with a lunch break between 1:00 – 3:00 pm)
May 14, 2020 11:00 am – 5:00 pm ET Kickoff week session (with a lunch break between 1:00 – 3:00 pm)
May 21, 2020 11:00 am – 4:30 pm ET Continuation session (with a lunch break between 1:00 – 3:00 pm)
June 2, 2020 11:00 am – 12:00 pm ET Anatomy of a One-to-One ABM Campaign
June 9, 2020 11:00 am – 12:00 pm ET ABM Clinic: Q&A Webinar
June 23, 2020 11:00 am – 12:00 pm ET Anatomy of a One-to-Few ABM Campaign
July 7, 2020 11:00 am – 12:00 pm ET 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 Facilitator

Lisa Dennis

Senior Associate

As an ITSMA Senior Associate, Lisa brings over twenty-five years of marketing and sales to client engagements. She has hands-on experience with both the marketing and selling of business-to-business and business-to-consumer products and services. She also has system enhancement and design experience for marketing and sales applications. Her consulting serves clients in high technology, insurance, manufacturing, healthcare, and professional services industries and focuses on marketing strategy, account-based marketing, value proposition development, positioning, relationship marketing, customer service assessment programs, sales effectiveness assessments, and sales & service training.

Full bio

Rob Leavitt

Senior Vice President, Consulting, [email protected]

Rob is a big picture thinker and strategist who lends his extensive experience in thought leadership, brand positioning, and solutions marketing to clients in developing new approaches to build market leadership. He is responsible for ITSMA’s global membership community that brings together senior marketing leaders to advance the knowledge and practice of strategic B2B marketing.

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 an ABM campaign 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: May 12 & 14, 2020
11:00 am – 5:00 pm ET (with a 2-hour break for lunch between 1:00 pm – 3:00 pm)
Continuation Session: May 21, 2020
11:00 am – 4:30 pm ET (with a 2-hour break for lunch between 1:00 pm – 3:00 pm)
Special Requests: If there is anything we can do to make your participation in this program easier, please complete the appropriate space on the Registration Form or contact Laura Carroll at [email protected] or +1 781 862 8500, x121 or +1 978 877 0241.

 


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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