Steve Watt – Account Based Marketing

Description

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Steve Watt – Account Based Marketing

Master the strategies, tactics, metrics, and wisdom you need to become an ABM leader and accelerate the growth of your company and of your career
Account-Based Marketing (ABM) is the hottest topic in B2B because, when done right, it WORKS. Companies of all sizes, in all industries, are closing bigger deals faster and more efficiently by thinking and operating very differently.

Others are struggling to implement ABM because they fail to understand how fundamentally different it is from traditional inbound and outbound B2B sales and marketing. Their shortcuts and missteps waste time and money, then they write ABM off as another fad while their competitors leave them in their dust.

Course overview

After taking this course, you’ll:

• Clearly explain what ABM is, what it isn’t, and how it challenges so many of the beliefs, practices, and metrics taken for granted in almost every B2B organization.
• Evaluate the three types of ABM and determine which one(s) are best for your company (hint: it’s very likely that a blended approach of two or even all three is best).
• Gain enthusiastic executive and cross-functional alignment and co-ownership. Marketers who try to do it alone fail.
• Develop an Ideal Customer Profile (ICP), tier strategy, cluster strategy, and contact identification plan that goes well beyond basic demographics and technographics.
• Plan the right multi-threaded, multi-channel, multi-touch campaigns and cadences to cut through the noise and become a priority for your most valuable prospects.
• Understand the ABM technology landscape, what tools may be right for your particular challenges, and when to introduce them. Don’t fall into the trap of buying new technology too soon.

Skills you will master
ABM customer profiles ABM social listening ABM tools Account based marketing B2B Campaigns Pilot planning

Learn how to plan, build, test, measure, optimize, and scale Account-Based Marketing in any B2B company, and in any industry
ABM is strategy and execution, creativity and analytics, established best practices and continuous experimentation.

If ABM is already part of your job, this course will give you the frameworks, tools, and insights you need to perform at much higher levels. If your company isn’t there yet, or if you’re looking to join a new company, this course will position you to powerfully and credibly evangelize and lead what could be the most impactful growth strategy the company has ever employed.

Ideal for you if…

• You work in (or want to work in) a B2B organization with average deal sizes of $10k or greater.
• You want to elevate yourself above the masses of marketers vying for promotions and new opportunities to lead growth initiatives.
• You are a CEO, CMO, CRO, or sales leader seeking larger deals, shorter sales cycles, higher margins, and greater customer retention and upsell.

This course is probably not for you if…

• You firmly believe that activity metrics (dials etc.) drive sales performance, top of funnel metrics (leads etc.) drive marketing performance, and all you need is more of the same.
• You expect immediate results and will not invest in new ways of doing business that require planning, building, and iterating over many months (even years in some cases).
• You don’t work well with others. ABM is extremely collaborative and cannot be done “heads-down” in isolation.
• You are already an ABM expert. While this course will cover a lot of advanced material, those who are well versed in ABM strategy, tactics, metrics and tools will find some sections redundant.

Skills you should have before taking this course:
This course is appropriate for novice, beginner, and intermediate-level ABM leaders and practitioners, as well as for senior B2B leaders interested in building more strategic, collaborative sales & marketing alignment. Once foundational topics have been covered, we’ll quickly move into rather advanced concepts.

• Students should have a basic foundation in B2B sales and marketing strategies, processes, and metrics. As the saying goes, you’ve got to know the rules before you break them.

About the expert

Steve Watt

Steve Watt has been on a deep dive into ABM for two and a half years (which is actually a pretty long time in such a new and fast-growing field). He led creation of a very successful ABM practice in one company, failed in an attempt to do the same in another (and now knows why), and has worked as an ABM consultant and advisor for two other firms.

He is currently Marketing Director at Seismic, helping make sales teams better by becoming more productive and engaging with buyers in a compelling way.

Your full course curriculum:
Account based marketing

1 A little red Ferrari, problems with conventional demand gen, & laying solid ABM foundations
How a little (very little) red Ferrari cracked open a seemingly impenetrable market, unlocked game-changing growth, and changed the way a mid-sized tech company thinks about demand generation. Topics covered: Learn what’s wrong with conventional sales, …

2 Planning your pilot
Two of the most important steps of ABM are gaining executive and cross-functional alignment, and planning a solid pilot program. We’ll go deep into why these steps are crucial, and how to rally the team around doing them right. Topics covered: How to g …

3 Absolutely nailing the ideal customer profile, account selection, & tier strategy
People often think account selection is simple and obvious. They’re wrong. Mistakes made here will undermine your chances of success and waste your time and money for months. Maybe years. We’ll make sure you start on a strong footing. Topics covered: B …

4 Research, journey, & channels
Now that you’ve got your account list, and your tier and cluster strategy, you need to determine who, exactly, you need to engage and what approach and message are most likely to resonate with them. Topics covered: Determining how many contacts you nee …

5 Optimizing & scaling
Once your pilot is in the market you’ve still got a lot of work ahead of you. No matter how well planned and built, it will still be inefficient and ineffective compared to what it will become. You’ve got to keep your foot on the gas in terms of testin …

6 ABM tools & careers
There are hundreds of jobs available RIGHT NOW that require ABM experience, and not nearly enough skilled and experienced people to fill them. How do you get started in ABM? How do you hire experienced people in such a competitive market? Is ABM a sepa …

Frequently Asked Questions:

1. Innovative Business Model:
   • Embrace the reality of a genuine business! Our approach involves forming a group buy, where we collectively share the costs among members. Using these funds, we purchase sought-after courses from sale pages and make them accessible to individuals facing financial constraints. Despite potential reservations from the authors, our customers appreciate the affordability and accessibility we provide.
2. The Legal Landscape: Yes and No:
   • The legality of our operations falls into a gray area. While we lack explicit approval from the course authors for resale, there’s a technicality at play. When procuring the course, the author didn’t specify any restrictions on resale. This legal nuance presents both an opportunity for us and a boon for those seeking budget-friendly access.
3. Quality Assurance: Unveiling the Real Deal:
   • Delving into the heart of the matter – quality. Acquiring the course directly from the sale page ensures that all documents and materials are identical to those obtained through conventional means. However, our differentiator lies in going beyond personal study; we take an extra step by reselling. It’s important to note that we are not the official course providers, meaning certain premium services aren’t included in our package:
     • No coaching calls or scheduled sessions with the author.
     • No access to the author’s private Facebook group or web portal.
     • No entry to the author’s exclusive membership forum.
     • No direct email support from the author or their team.

   We operate independently, aiming to bridge the affordability gap without the additional services offered by official course channels. Your understanding of our unique approach is greatly appreciated.

Refund is acceptable:

• Firstly, item is not as explained
• Secondly, Item do not work the way it should.
• Thirdly, and most importantly, support extension can not be used.

Thank you for choosing us! We’re so happy that you feel comfortable enough with us to forward your business here.