The Law of the Vital Few suggests that the vast majority of results are driven by a few key clients. Valuing and revaluing key accounts, therefore, becomes a core criterion for building successful and enduring B2B relationships. Businesses today are increasingly switching from a sales funnel-based approach to the more focused and proven Account-Based Marketing method to reap manifold benefits across marketing objectives.
This interactive 4-day programme will equip you with the strategic mindset, thinking frameworks and management tools to reorient your organisation and transition it seamlessly to account-based marketing. You will learn to continuously reassess Key Performance Indicators to help you service high-visibility accounts and generate higher value from them.
In each stage, the programme will emphasize how to manage:
Understand the strategic imperative for Account-Based Marketing
Work out the limitations of a sales-funnel-based approach
Gain deeper insight into the impact of seamless customer journeys
Drive efficiency gains from a focused customer-selection approach
Transform your business by integrating marketing, sales, and digital strategy
Associate Professor, Marketing, Terry College of Business, University of Georgia, USA
Brand Manager, Bizzabo