Account Based Marketing Account Based Marketing
SIA Coaches
Head of Brand, Demand & Digital
Optimizely
  • 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
August 31st 2021
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
September 02nd 2021
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
September 07th 2021
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
September 09th 2021
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
Head of Brand, Demand & Digital
Optimizely
Andrew is the Head of Corporate Marketing at Optimizely, an 800-person scale-up that acquired his startup in 2019. In this role, he runs Brand, Digital, and Demand Generation globally. Previously, he co-founded Idio, served as CMO, and built the busi...