ABOUT THIS COURSE
Creating assets for an account-based marketing campaign is challenging. You need to develop content that addresses the pain points and concerns of each individual decision-maker at your target account.

The needs of the different roles on the buying committee can vary widely… which means producing a variety of personalized content, sometimes in a very short time frame.

It’s a difficult job, but a critical one. Creating Personalized Account-based Marketing Programs gives you the down-to-earth approach you need. One that helps you identify the array of personas you’re writing to, to create content that is personalized and deeply relevant to your specific reader… and to do it all without breaking a sweat.

LEARNING OBJECTIVES
1 Develop personas for Account-Based Marketing
2 Identify roles within a buying committee to create account-specific messaging in your ABM campaigns
3 Build an editorial calendar that aligns with members of the buying committee
4 Develop content for target accounts more quickly, efficiently, and aligned with their needs

So, what do you measure? New subscribers? Webinar sign-ups? The number of people attending an event?

Performance is measured differently with account-based marketing (ABM). You want to know account-specific information. Like how many contacts from a specific company subscribed? How many of the right contacts at an account signed up for this webinar? Or registered for that event?

In How Well Are You Connecting: Analyzing Engagement Across Target Accounts, you’ll learn the key metrics to measure success across your target accounts—and which metrics matter the most for ABM. You’ll learn what the key indicators to look for when you’re analyzing data.

Understanding your data for ABM will help you shorten your sales cycle, ensure higher engagement across accounts, and give you the insight you need to close deals.

LEARNING OBJECTIVES
1 Identify the key metrics used for account-based marketing
2 Distinguish the importance of measuring success across an account versus a lead and how that impacts what you measure
3 Develop a scorecard to track success across your target accounts
4 Evaluate and pinpoint an attribution model best suited for your organization
5 Understand how buying signals can help you analyze where accounts are in the buying process

Successful account-based marketing often relies on multiple campaigns for a specific, single account.

For one account, you might invite top executives to a private dinner after a trade event. You might also produce a direct mail campaign for product managers. And you might launch an email campaign to entice key decision-makers to subscribe to your weekly newsletter. These are three very different campaigns all work together to win a specific account.

When executed well, your ABM efforts work in harmony to address the needs of the many decision-makers you aim to persuade. It’s crucial you orchestrate your various tactics so that you’re communicating effectively, and so that one effort doesn’t undermine another.

In this course, you’ll hear from multiple experts as they show you the right tools and insights necessary to seamlessly pull off complex, multi-pronged ABM campaigns.

LEARNING OBJECTIVES
1 Understand how channels can best be used for account-based marketing campaigns
2 Review your target accounts and select the best channels to communicate your targeted content to them
3 Maximize your relationships with your sales organization
4 Create a Tier 1 account campaign brief
5 Identify initiators and engagers and develop internal and external triggers to help launch campaigns that are specific to the needs of your target accounts

Account-based marketing is complex. That’s one of the reasons it’s so effective. But if you don’t take the time to plan your campaigns… well, things can fall apart fast.

You need ample time up front to research and identify your best-fit accounts, so you can design campaigns that speak accurately to the pain points and needs of key decision-makers at those specific organizations.

In Planning Your Account-Based Marketing Efforts, Samantha Stone with the Marketing Advisory Network takes a practical approach to ABM. She shows you what you need to consider when you select accounts to target with your campaigns. You’ll see how to build account profiles and how to map contacts to target accounts. (This is a constant headache if you don’t do it right.) You’ll also discover the value of breaking your list of accounts into tiers so you’re dedicating the right kind of resources to your best prospects.

Finally, you’ll bring it altogether in a pilot program that ensures your initial efforts are working… and worth scaling.

LEARNING OBJECTIVES
1 Select your target accounts and segment your list of accounts into three tiers
2 Develop a process to ensure leads coming into your CRM system are funneling to the correct target accounts
3 Identify a process for tagging, lead routing, and auditing data for your target accounts
4 Implement an ABM pilot program for a select group of accounts, and use the results to determine the best plan for adopting an account-based marketing approach