B2B Account Based Marketing Course

Lesson 1 • What ABM Is and Why It Matters

Defines ABM, its origins, and the business problems it solves. Grounds the chapter by contrasting ABM with broad-based marketing approaches.

Lesson 2 • ABM Programme Readiness Assessment

Introduces a structured readiness framework covering data, technology, and team capabilities. Students can audit their organisation before committing to an ABM build.

Lesson 3 • The ABM Mindset Shift

Explores the cultural and operational changes required to move from lead-centric to account-centric thinking. Prepares students for organisational alignment challenges ahead.

Lesson 1 • Data Sources for Account Intelligence

Surveys first-party CRM data, third-party data providers, and intent data platforms. Students learn to evaluate source quality and combine data for richer profiles.

Lesson 2 • Account Scoring and Prioritisation

Introduces weighted scoring models that rank accounts by fit, intent, and engagement. Outputs a tiered target account list ready for campaign planning.

Lesson 3 • Constructing the Ideal Customer Profile

Teaches firmographic, technographic, and behavioural attributes that define best-fit customers. Connects ICP precision directly to account selection accuracy.

Lesson 1 • Anatomy of a B2B Buying Committee

Defines typical buying committee roles—economic buyer, champion, influencer, and blocker. Establishes the foundation for persona-level targeting strategies.

Lesson 2 • Persona-Level Messaging Foundations

Introduces persona-specific pain points, goals, and content preferences as inputs to messaging. Bridges stakeholder mapping to the content and messaging chapter.

Lesson 3 • Building Account Influence Maps

Teaches visual mapping of stakeholder relationships, reporting lines, and influence dynamics. Enables coordinated multi-threaded engagement across the account.

Lesson 1 • Content Formats for ABM Tiers

Maps content types—executive briefs, microsites, personalised video—to ABM tiers and funnel stages. Guides efficient content investment decisions.

Lesson 2 • Personalisation at Scale

Introduces dynamic content, modular asset design, and token-based personalisation to reduce production costs. Balances relevance with operational efficiency.

Lesson 3 • Account-Centric Messaging Architecture

Builds a messaging hierarchy from company-level value propositions down to persona-specific proof points. Ensures consistency whilst enabling relevant personalisation.

Lesson 4 • Content Mapping and Gap Analysis

Audits existing content against the ABM content matrix to identify gaps by persona, tier, and stage. Produces a prioritised content development roadmap.

Lesson 1 • ABM Channel Landscape Overview

Surveys paid digital, email, direct mail, events, and sales outreach as ABM channels. Establishes selection criteria based on account tier and buyer stage.

Lesson 2 • Account Experience Consistency

Addresses how to maintain a unified account experience across channels, teams, and touchpoints. Prevents message fragmentation that erodes buyer trust.

Lesson 3 • Campaign Orchestration and Automation

Teaches how to use marketing automation and ABM platforms to execute multi-channel plays at scale. Covers workflow design, triggers, and suppression logic.

Lesson 4 • Account-Based Advertising

Covers IP-based targeting, account lists in ad platforms, and retargeting strategies for precise account reach. Teaches budget allocation and frequency management.

Lesson 1 • Communication Rhythms and Reporting

Establishes weekly syncs, pipeline reviews, and shared dashboards that keep both teams informed. Prevents misalignment caused by information silos.

Lesson 2 • Account Planning Collaboration

Introduces joint account planning sessions where sales and marketing co-develop account strategies. Produces documented account plans that guide campaign and outreach decisions.

Lesson 3 • Service Level Agreements for ABM

Covers how to draft and enforce SLAs governing lead handoff, follow-up timing, and account coverage. Removes ambiguity that causes accounts to fall through the cracks.

Lesson 1 • Programme Optimisation Using Data

Explains how to use performance data to identify underperforming accounts, channels, and content. Drives iterative improvements to campaign effectiveness.

Lesson 2 • ABM Metrics Framework

Introduces account engagement score, pipeline influence, and revenue attribution as core ABM metrics. Replaces volume-based MQL metrics with account-centric KPIs.

Lesson 3 • Dashboard Design and Reporting

Teaches how to build executive and operational dashboards that surface ABM performance clearly. Connects data visualisation choices to audience needs and decision-making.

Lesson 4 • Proving ABM ROI to Leadership

Provides frameworks for translating ABM metrics into business impact language for executive audiences. Builds internal support and secures ongoing programme investment.

Lesson 1 • Continuous Improvement and Innovation

Establishes a structured review cycle for testing new channels, plays, and technologies within the ABM programme. Keeps the programme competitive as market conditions evolve.

Lesson 2 • Team Structure and Role Design

Defines ABM-specific roles, responsibilities, and reporting structures for teams of different sizes. Enables organisations to staff ABM programmes appropriately.

Lesson 3 • Pilot to Full-Scale Transition

Outlines a phased expansion framework from a small pilot cohort to a full target account list. Reduces risk by validating plays and metrics before broad rollout.

Lesson 4 • ABM Technology Stack Architecture

Maps the core technology categories—ABM platforms, CRM, MAP, intent data—and their integration requirements. Guides students in building a connected, data-driven stack.