Account-Based Marketing (ABM) Course

Lesson 1 • ABM Metrics and Success Criteria

Introduces account-centric KPIs such as pipeline velocity, account engagement score, and win rate. Replaces volume-based metrics with quality-focused measurement frameworks.

Lesson 2 • What ABM Is and Why It Matters

Defines ABM as a B2B strategy that aligns sales and marketing around high-value accounts. Grounds the chapter by contrasting ABM with broad-based lead generation.

Lesson 3 • Sales and Marketing Alignment Basics

Covers the organisational prerequisites for ABM, including shared definitions and joint accountability. Establishes alignment as the operational backbone of every ABM programme.

Lesson 1 • Account Scoring and Prioritisation Models

Introduces weighted scoring models that rank accounts by fit, intent, and engagement. Prioritisation ensures resources concentrate on accounts with the highest revenue potential.

Lesson 2 • Building and Maintaining the Target Account List

Covers governance processes for creating, approving, and refreshing the target account list over time. A living account list prevents stale targeting and missed opportunities.

Lesson 3 • Data Sources for Account Intelligence

Surveys internal CRM data, third-party databases, and intent data providers as account intelligence inputs. Students learn to assess data quality and fill coverage gaps.

Lesson 1 • Understanding the B2B Buying Committee

Explains typical buying committee roles—economic buyer, champion, influencer, and blocker. Understanding committee dynamics prevents single-threaded account relationships.

Lesson 2 • Maintaining and Updating Stakeholder Maps

Covers triggers for updating maps, such as job changes, funding events, and new product launches. Current maps ensure messaging stays relevant as account situations evolve.

Lesson 3 • Mapping Influence and Decision Dynamics

Introduces visual mapping frameworks that show relationships, influence flows, and decision authority within an account. Maps reveal engagement gaps and guide outreach prioritisation.

Lesson 1 • Gathering Deep Account Insights

Covers research methods for understanding an account's strategic priorities, pain points, and competitive context. Deep insights are the raw material for credible personalisation.

Lesson 2 • Content Mapping Across the Buying Journey

Aligns content assets to awareness, consideration, and decision stages for each stakeholder role. Proper content mapping eliminates gaps that stall account progression.

Lesson 3 • Personalisation Levels and Scalability

Defines personalisation tiers from name-token substitution to fully bespoke content and explains when each is appropriate. Scalable personalisation balances impact with production efficiency.

Lesson 1 • CRM and Marketing Automation Integration

Covers how CRM and marketing automation systems serve as the data backbone for ABM execution. Proper integration ensures account data flows bidirectionally and triggers are reliable.

Lesson 2 • Core ABM Platform Categories

Maps the ABM technology landscape across intent data, account intelligence, advertising, and orchestration platforms. Understanding categories prevents redundant purchases and integration gaps.

Lesson 3 • Evaluating and Selecting ABM Tools

Provides a vendor evaluation framework covering capability fit, data quality, integration depth, and total cost. Structured evaluation prevents costly tool mismatches and shelfware.

Lesson 1 • Events and Executive Engagement Programmes

Covers account-specific event strategies including executive dinners, roundtables, and virtual experiences. High-touch events accelerate relationships with senior buying committee members.

Lesson 2 • Digital Advertising for ABM

Covers account-matched display, social, and video advertising techniques that reach known stakeholders. Digital ads extend reach to contacts not yet engaged through direct outreach.

Lesson 3 • Sales Development and Outbound Coordination

Aligns SDR and AE outbound sequences with marketing campaign signals to create timely, relevant outreach. Coordinated outbound prevents conflicting messages and maximises response rates.

Lesson 4 • Email and Direct Mail Personalisation

Teaches how to craft hyper-personalised email sequences and direct mail programmes tied to account insights. These channels drive direct stakeholder engagement and meeting conversion.

Lesson 1 • Reporting to Stakeholders and Leadership

Covers how to translate ABM metrics into executive-ready narratives that connect programme activity to revenue. Effective reporting secures ongoing investment and organisational support.

Lesson 2 • Revenue Attribution for ABM

Covers multi-touch attribution models adapted for account-level analysis rather than individual lead tracking. Accurate attribution justifies ABM investment and guides budget allocation.

Lesson 3 • ABM Measurement Framework Design

Establishes a layered measurement model covering activity, engagement, pipeline, and revenue outcomes. A structured framework connects tactical execution to strategic business results.

Lesson 4 • Account Journey and Progression Tracking

Teaches how to define account stages and track movement through the buying journey over time. Stage progression data reveals where accounts stall and where interventions are needed.

Lesson 1 • ABM Maturity Model and Roadmap

Introduces a staged maturity model from pilot to enterprise-wide ABM and defines milestones for each stage. A clear roadmap prevents premature scaling before foundational capabilities are solid.

Lesson 2 • Operationalising ABM Processes

Covers how to document, templatise, and hand off ABM workflows so programmes run without heroic individual effort. Operational rigour enables consistent execution as team size and account volume grow.

Lesson 3 • Global and Multi-Regional ABM Considerations

Addresses localisation, regional data requirements, and cultural adaptation challenges for ABM programmes operating across geographies. Global programmes require centralised strategy with localised execution.

Lesson 4 • Expanding Account Coverage and Tiers

Teaches how to grow the target account list responsibly while maintaining personalisation quality across tiers. Controlled expansion preserves programme effectiveness and avoids resource overextension.