Overview
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Concentrate your efforts to achieve maximum results. Learn the fundamentals of account-based marketing and create more engaging, targeted, and successful B2B marketing campaigns.
Syllabus
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Introduction: Anatomy of an Account-Based Strategy
- Changing the game with ABM
- Defining account-based marketing
- Assessing whether ABM is right for you
- Introducing the TEAM framework
- Executing ABM through account lifecycle
- Creating your ideal customer profile
- Building a 360-degree account view
- Creating target account lists
- Creating meaningful engagement models
- Communicating authentically in ABM
- Orchestrating multichannel campaigns
- Activating sales with data
- Measuring the new B2B funnel
- Reporting to your C-suite and board
- Forecasting your ABM pipeline
- Case study: Measure the B2B funnel
- Case study: Accelerating pipeline
- Case study: Customer success
- Next steps
