The Marketing Strategist:

Join the ITSMA Europe Account Based Marketing Certification Programme

August 7, 2014

Vincent RousseletIt has been 10 years since ITSMA introduced the concept of Account Based Marketing (ABM), a collaborative win-win for the buyer and the seller. Our research at the time showed that neither B2B buyers nor B2B sellers were getting what they needed from each other. Buyers wanted solution providers to be more proactive about helping them improve business results, but the providers weren’t getting access to the kind of strategic business insight they needed. ITSMA ABM Adoption Model (Click image for a larger view) Clearly, much has changed in 10 years:
  • The global economy has been through the Great Recession, which profoundly challenged marketing’s role and budget.
  • The rapid move to social, mobile, analytics, and cloud (SMAC) has impacted the way buyers and sellers of solutions interact and their expectations of each other.
  • The rise in data privacy breaches and cyber attacks has made many wary of technology advances and has even predisposed buyers to treat existing relationships with caution.
In the midst of this turbulent change, what has remained constant in the last decade? The need to deliver successful marketing and sales strategies that resonate with decision makers. To win, these campaigns must be grounded in a real understanding of the buyers’ objectives more than ever. Encouragingly, a number of ITSMA members have successfully institutionalized ABM in their organizations. In some companies, ABM has become a formal career path. In others, regular training programs keep marketers’ skills fresh and equip them with new techniques, such as buyer persona marketing and storytelling. Given the continued surge in members’ interest, ITSMA has developed a three-month, comprehensive Account Based Marketing certificate program. In the last 10 years, we have conducted the program for a wide range of individual member companies. We are now offering a public version of the program to help more marketers effectively bring ABM into their organizations. Aimed at marketing professionals who want to make a difference in their account campaigns, the ITSMA Europe ABM Certification Programme is a three- to four-month program that kicks off with a two-day workshop near London on 17–18 September 2014. Over the course of three months, each participant will receive mentoring and technical input, as well as specific assignments to accomplish using one of their strategic accounts. In keeping with ITSMA’s practical focus, the final deliverable is a complete ABM Campaign Plan ready to be implemented in collaboration with participants’ sales colleagues. If you or a colleague wish to join the ITSMA ABM certification program, check out the fact sheet on the ITSMA website, or contact Bev Burgess at bburgess@itsma.com or +44 (0) 7775 765 722.

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