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Introduction to Account-Based Marketing Workshop

April 5, 2017 @ 9:30 am - 5:00 pm BST

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  • Training, Event, Europe
  • One Alfred Place, London, WC1E 7EB

With ABM in the top five priorities for marketers this year, and an average increase of 30% in ABM budgets for 2016, isn’t it time you found out how ABM could work for you?

ITSMA pioneered the concept of ABM more than a decade ago, and since then our ABM practice has been researching, training, certifying and advising marketers in ABM around the world. 84% of marketers say that ABM delivers a higher return on investment than any other B2B marketing approach, which is why it has earned its place as a vital strategy for companies that want to create sustainable growth and profitability in their most important accounts.

This one-day workshop provides an introduction to ABM and how to apply it to drive growth in your most important accounts. You will work through ITSMA’s proven seven-step process, and practice building an ABM plan on a case study account to maximize your learning during the day.

Who Should Participate

ITSMA’s Introduction to ABM workshop is designed for marketers who want to understand the principles of ABM and learn the basics of a proven, industry-leading methodology. No Marketing Agencies, please.

Program Details

Whether you plan to use ABM to cross- or up-sell in existing accounts, change your perception or positioning in an account, support a major opportunity, or even break into a new account, this workshop will give you an introduction to the process.

By the end of the training session, you will understand how to:

  • Position ABM in your overall go-to-market strategy;
  • Choose the accounts most suited to an ABM approach;
  • Collect and use information to develop insight into those accounts;
  • Create a unique and compelling marketing strategy for an account;
  • Collaborate with account managers and sales teams to build and execute your plan;
  • Measure your impact on the business;
  • Maximise your chances of success


Louise Jefferson

Senior Associate, ljefferson@itsma.com

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

Gerry Davies

Senior Associate, gdavies@itsma.com

Gerry is a veteran marketer with deep roots in Account-Based Marketing (ABM). For over 25 years, she has helped software and services companies go to market and sell more effectively. At ITSMA, she assists European-based marketing professionals with building their Account-Based Marketing (ABM) programs, working closely with their sales and account management colleagues to accelerate growth in strategic accounts.

Full bio

Cancellation Policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to vmonger@itsma.com and will be assessed on a case-by-case basis.

  • Full refund or future programme credit given 30+ days prior to the programme
  • €200 cancellation fee 15–29 days prior to the programme
  • Substitutions for this programme must be approved by ITSMA prior to the start of the programme


One Alfred Place, London
One Alfred Place, London, WC1E 7EB,
Venue phone
+44 (0)20 7000 1999
Venue website

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