Account Based Marketing Account Based Marketing
SIA Coaches
CMO
Paddle
Head of Marketing
FlavorCloud Inc
  • Description
  • Syllabus
  • Coach Information
About This course

As a B2B SaaS Founder or Sales & Marketing leader you know that your business needs a strong and effective strategic approach to business marketing. ABM is now the default choice for the best high-growth B2B companies who sell to larger businesses and this course will show you how to get it right the first time with tried and tested methods.

We will explain how ABM can find your product-market-fit, land huge enterprise deals, predict the future and scale fast. You’ll be shown how to find the right approach to aligning your marketing and sales teams to promote long-term business growth, set your people up for success, and support revenue.

This course has been designed for a junior marketer with 1-3 years experience or an experienced sales leader with 3-5 years experience.
What impact this course will have
  • You’ll understand what ABM actually means, where it works best, and why it’s the strategy du jour.
  • You will start to build Core Assets: What you need to do before you get started with ABM.
  • You will be able to create and execute an ABM plan: Channels, tactics and budgets galore.
  • You will identify which metrics matter most to your business, and how to optimise and scale.
  • You will lead the charge in developing customer-centric approaches across teams.
Syllabus
January 18 2022
1/4
Class 1 | The Foundations of ABM

 

By the end of this class, you will be able to…

  • Explain ABM in basic terms 
  • Describe the business outcomes that can be delivered by ABM 
  • Identify how your business is using ABM
  • Understand how you build an addressable target list
January 20 2022
2/4
Class 2 | Before You Start

 

By the end of this class, you will be able to…

  • Know how to build messaging that works
  • Build a lightweight account plan
  • Describe common tactics and channels through the funnel
  • Draft an ABM play, and understand its context in an overall engagement plan
January 25 2022
3/4
Class 3 | From Zero to ABM Hero

 

By the end of this class, you will be able to…

  • Build a basic ABM dashboard and describe the key metrics 
  • Plan to resource your ABM process
  • Describe the core elements of an ABM tech stack
January 27 2022
4/4
Class 4 | Fine-tuning the ABM Engine

 

By the end of this class, you will be able to…

  • Build the ABM org chart and hand-offs
  • Understand how ABM can change behaviour and encourage customer-centricity
  • Expect the key obstacles and know how to tackle them
  • Understand how to optimize & hack the ABM process
Coach Information
CMO
Paddle
Andrew is the CMO of Paddle.com, which provides a complete Payments Infrastructure for high-growth SaaS businesses. It has been on the Deloitte Tech Fast50 for 5 years running and has raised over $93m from top-tier investors. Previously, Andrew was...
Head of Marketing
FlavorCloud Inc
Heather Boutwell is the Head of Marketing for FlavorCloud, with more than 20 years of experience in Marketing. She has a background in driving growth across multiple industries, launching the award-winning tax software CCH AnswerConnect, doubling new...