In this continuing education course on Account Based Marketing (ABM), you will learn how to effectively implement the goals and strategies of ABM to target key accounts and fully leverage their potential. This continuing education course offers a comprehensive overview of the most important aspects and tools of ABM.
The learning content includes the definition and approaches of ABM, various use cases, and the specific roles and tasks required within an ABM framework. The strategy development covers models such as "Land-Expand-Explode" and the creation of a Strategy Canvas, which help efficiently manage target accounts and deepen customer relationships.
Another focus is on inventory analysis and target account definition, where sales processes are analyzed and optimized. You will learn to create target account profiles and develop value-based value propositions to design tailored offers.
Attention is also given to the importance of content in ABM. You will learn how content is analyzed, evaluated, and personalized to increase the effectiveness of marketing measures. This content plays a crucial role in the customer journey analysis, which covers the various stages of the purchase process in detail.
Automated processes, especially nurturing and sales signals, are further central topics. They teach how to nurture potential customers through automation and effectively recognize and respond to sales signals.
The continuing education course also covers the various customer touchpoints in ABM, both in outbound and inbound strategies. Systems and their integration, such as marketing automation platforms, CRM and ERP systems, are also discussed to optimize system integration in ABM.
This continuing education course is especially beneficial for marketing managers in the B2B sector, sales managers, and key account managers. They benefit from the opportunity to recognize the opportunities of ABM and derive measures that can increase sales success.
You will receive concrete work aids and practical tips to use the potential of ABM and improve your key account management skills. In addition, a digital participation certificate in the form of an Open Badge is awarded, which certifies the acquired knowledge and skills and is generally recognized.
Overall, this continuing education course is a valuable investment for anyone who wants to understand the impact of Account Based Marketing and efficiently use the opportunities that arise.