Account Based Marketing

About Programme

Account-Based Marketing (ABM) is a critical approach to business markets in the new paradigm. In a challenging economic landscape, B2B-focused organisations must learn how to extract added value from these accounts. The ability to reliably deliver powerful strategies that fuel growth for key accounts at times of economic instability turn you into a preferred growth partner.

ABM helps you align the sales and marketing functions, and to achieve top-line and bottom-line targets. Firms that have transitioned to the ABM model have seen multi-fold growth in their average contract values and dramatic improvements in their return on marketing investments.

This interactive programme will help you understand the principles of ABM and get a first-hand experience with the tools, frameworks, and methods to be able to successfully implement it in your organisation. Using live examples, case studies, a simulation, and a project, you will learn how to seamlessly transition your organisation to ABM with minimal internal disruption.

Programme Start Date & Duration

January 20, 2021 | 5 weeks (2 sessions )

Programme Fee

85,000 + GST @ 18%

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How does this Live Virtual programme help?

Our Executive education redesigned for a radically different world. This programme blends the discipline of the on-campus experience that ISB is renowned for with our global faculty and advanced curriculum. You will gain immediately applicable advanced skills, relevant for the uncertain times we live in.

LIVE Virtual Classrooms

Experience a new way of immersive learning through group discussions, case reviews, peer networking and engaging dialogues.

Certificate

Gain an official certificate of completion, awarded by the Centre for Executive Education at ISB, a prestigious B-School ranked among the best in the world.

Research-Based Teaching

Learn at India’s most researchproductive B-School. Gain from the advanced, up-to-date research being conducted by world-class faculty at ISB.

Alumni network

Expand your network with ISB’s 40,000+ high-performing alumni community. Join this group of senior executives and entrepreneurs spread across the entire world.

Adaptable

Learn how to deliver added value to all partners and stakeholders while you juggle the new work-life balance from the safety of your home.

Real-world application

Learn real-world skills that you can immediately apply to initiate transformation at your organisation, giving it a distinct advantage over competitors.

Who should attend?

The programme is designed for mid and senior level managers in the sales, marketing, digital strategy, analytics, and organisational transformation roles in B2B oriented organisations. It is also suitable for senior managers in leadership and CXO roles who are charged with leading the organisational transition towards ABM. Finally, the programme is also suited for consultants who advice B2B clients on sales, marketing, and digital strategies.

Benefits

Appreciate the strategic imperative for Account-Based Marketing in a B2B context
Understand the limitations of a sales funnel-based approach
Raise your awareness of the relationship between ABM and seamless customer journeys
Learn how to gain efficiencies from a focused customer selection approach
Understand how to integrate marketing, sales, and digital strategy
Transform the organisation internally to derive the greatest benefit from ABM

Programme Structure

Module 1

Persona descriptions
Ways to engage
Current buyer journey
Limitations in engaging target personas at target accounts
Inability to close deals and progress pipeline
Difficulty in moving upmarket
What is missing in B2B Marketing

Module 2

Where does this theory come from?
What does it mean?
Defining ABM
Data and statistics that support this marketing approach

Module 3

Criteria for account selection
Account mapping and persona creation
Content and plays

Module 4

Account progress and implementation success
Revenue and ROI management
Account scoring models

Module 5

Team structure for successful ABM
Competence requirements
Coordination across sales and marketing teams
Compensation and attribution
Making the business case for ABM
Budgeting for ABM
Timeline and success planning

Module 6

Framing customer expectations
Leveraging brands to strengthen relationships
Tracking brand sentiment
Brands and customer selection
The dynamic brand and ABM

Module 7

Content Plan (online and offline) – Creating a Content Map (high/low intent + high/low effort)
Briefing on the project
Introduction to the simulation and walkthrough

Module 8

Discuss the alternative approaches to ABM in a simulated environment and its consequences

Module 9

Selling ABM to the C-Suite
Getting budgets for ABM
Piloting and adjusting
Developing the skills to be an AB marketer

Module 10

Participate in a panel discussion with ABM experts to understand the state of the art and get clarifications on conceptual and implementation related issues.

Meet the Faculty

DVR Seshadri
Clinical Full Professor of Marketing ,Director,
The Centre for Business Markets, ISB

Professor DVR Seshadri has taught at various IIMs and frequently held CEO positions at businesses of all sizes. An expert in B2B Marketing, Innovation and Entrepreneurship and Intrapreneurship, he is associated with major corporate houses like the Tata Group and L&T. He has taught on MBA, EMBA and Businessto-Business Market Management programmes. He is also a published author, with over 100 published cases studies and several books to his name.

Piyush Kumar
Associate Professor of Marketing,Terry College of Business at the Universityof Georgia; President of Stratistics Inc.

Piyush‘s research interests span several areas, including decision-making, digital marketing, services, and brands and he has worked within a consulting or training capacity with a number of corporations including, BMC Software, Techwave, Schneider Electric, Shell Technology Ventures, AGCO, GSE Corporation, and Bridgestone Firestone. Piyush is a graduate of IIT- Kanpur and IIM-Ahmedabad and received his PhD from Purdue University

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