KEY DETAILS
- Number of lessons: 8
- Time to complete: 60–90 minutes
- Element: Communicate
- Topic: Account-Based Marketing
- Contributor: Jon Miller, Ahmad Aggour, Samantha Stone, Kristina Jaramillo, Ian Addison, Eric Gruber
- Instructional Designer: Felicia Bonavita-Isoldi
- Price: This is a PRO exclusive—subscribe to PRO for $279.
- You own this course; to access ALL courses, contact us to apply your payment to a PRO upgrade.
- This course is part of your PRO subscription.
ABOUT THIS COURSE
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
LESSONS IN THIS COURSE
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Inbound vs. Outbound Marketing: How You Need to Look at Your Sales Funnel
As more companies focus on account-based marketing, outbound tactics are making a comeback. Learn the fundamental differences between inbound and outbound sales funnels (and how this impacts your communication approach), so you can start off on the right foot.
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Tactics to Engage Accounts Effectively through ABM Channels
Jon Miller, CEO and Co-founder of Engagio, shows you how to adapt four traditional marketing channels to create one-to-one account-specific interactions, making these old and familiar channels feel brand-new again.
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How to Use Retargeting Effectively at Each Stage of the Buyer's Journey
Account-based marketing isn't about any one interaction. It's about a mix of interactions orchestrated across an account. In this lesson, see how you can use retargeting to deliver personalized online content to target accounts at each stage of the buyer's journey.
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Account-Based Sales Development Reps (SDRs)
Sales Development Reps are one of the most important channels in account-based marketing. See how you can work closely with SDRs on Account Intelligence, Opportunity Progression, and Upsells and Cross Sells to fully support and progress your ABM initiatives.
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Support Leadership and Sales LinkedIn Profiles to Drive $2M Targeted Wins
During this roundtable discussion, LinkedIn ABM founder Kristina Jaramillo, Urgency Selling creator Ian Addison, and social ABM expert Eric Gruber show you the value you'll gain for your ABM efforts when you take a completely new approach to your LinkedIn profile.
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Turn Your LinkedIn Profile Into a Tool That Wins $2M Targeted Accounts
LinkedIn ABM founder Kristina Jaramillo shares why most leadership, sales and marketing profiles only capture leads instead of uncovering opportunities and generating revenue. Learn to drive engagement on specific accounts by speaking to relevant gaps that offer the most return.
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Defining Triggers: How to Consistently Communicate with Accounts
Account-based marketing succeeds only when you communicate effectively with all the key decision-makers at your target accounts. Learn to use triggers to stay top of mind with key individuals and to keep them engaged and moving through your sales funnel.
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Create a Campaign Brief to Orchestrate Your Campaign for Tier 1 Accounts
As a marketer, you know the value of a campaign brief. In account-based marketing, your Tier 1 accounts need a next-level campaign brief, so you can orchestrate plays to reach the key decision makers across these accounts. Here you'll learn to put that together.
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