Account-Based Marketing Course

Lesson 1 • Sales and Marketing Alignment Fundamentals

Defines shared metrics and joint ownership structures that make ABM viable. Misalignment is the top ABM failure cause; this section prevents it.

Lesson 2 • ABM Models and Organisational Fit

Maps ABM tiers to company size, sales motion, and deal complexity. Helps practitioners choose the right model before committing resources.

Lesson 3 • What ABM Is and Why It Matters

Contrasts ABM with traditional lead generation to clarify its revenue logic. Sets the conceptual baseline for every subsequent strategic decision.

Lesson 1 • Prioritisation Frameworks and Signals

Applies intent data and in-market signals to rank accounts by readiness. Ensures effort concentrates on accounts most likely to convert now.

Lesson 2 • Constructing the Target Account List

Translates ICP criteria into a scored, tiered account list using internal and third-party data. Provides the operational foundation for all downstream ABM execution.

Lesson 3 • Stakeholder Buy-In for Account Selection

Structures the process for gaining sales agreement on the final TAL. Without sales ownership, even a perfect list fails in execution.

Lesson 1 • Account Research Methodologies

Covers primary and secondary research techniques for building account context. Research depth directly determines personalisation quality.

Lesson 2 • Mapping the Buying Committee

Identifies all roles influencing a purchase decision within a target account. Accurate committee maps prevent single-threaded deals and missed stakeholders.

Lesson 3 • Persona Development for ABM

Creates role-specific personas grounded in account-level context rather than generic archetypes. Personas guide message and content decisions in later chapters.

Lesson 1 • Content Mapping to Buying Stages

Aligns content types to awareness, consideration, and decision stages for each persona. Ensures no buying-committee member encounters irrelevant content.

Lesson 2 • Personalisation Levels and Trade-offs

Defines a spectrum from industry-level to individual personalisation and maps effort to tier. Prevents over-investing in personalisation where it yields no incremental lift.

Lesson 3 • Crafting Account-Specific Messaging

Builds messaging frameworks using account intelligence gathered in Chapter 3. Connects research output directly to copywriting and creative briefs.

Lesson 4 • Content Production and Governance

Establishes workflows for creating, approving, and retiring ABM content efficiently. Governance prevents content sprawl and ensures brand consistency.

Lesson 1 • Events and Executive Engagement Programmes

Structures field events, executive dinners, and virtual experiences for high-tier accounts. High-touch events accelerate pipeline for strategic accounts faster than digital alone.

Lesson 2 • Channel Selection for ABM

Evaluates paid, owned, and earned channels against ABM objectives and account tiers. Channel mix decisions determine reach, frequency, and cost per engaged account.

Lesson 3 • Account-Based Advertising Tactics

Covers IP-based targeting, display retargeting, and social advertising for account lists. Advertising creates awareness and reinforces outreach across the buying committee.

Lesson 4 • Campaign Orchestration and Timing

Coordinates channel activities into a unified account experience using plays and triggers. Orchestration prevents channel conflicts and ensures coherent account journeys.

Lesson 1 • CRM and Marketing Automation Integration

Connects ABM data flows to CRM and marketing automation for unified account views. Integration quality determines data accuracy and sales-marketing coordination.

Lesson 2 • Stack Evaluation and Vendor Selection

Provides a structured framework for evaluating ABM vendors against program requirements. Reduces costly tool churn by aligning purchases to actual capability gaps.

Lesson 3 • Data Management and Governance

Establishes data quality standards, ownership rules, and compliance practices for ABM data. Poor data governance silently degrades every downstream ABM activity.

Lesson 4 • Core ABM Technology Categories

Maps the ABM tech landscape across data, engagement, and measurement layers. Understanding categories prevents redundant purchases and integration failures.

Lesson 1 • Attribution Models for ABM

Compares multi-touch, first-touch, and account-level attribution approaches for ABM contexts. Attribution model choice affects budget decisions and program justification.

Lesson 2 • Reporting Cadences and Reviews

Establishes weekly, monthly, and quarterly review rhythms tied to ABM program phases. Regular reviews convert measurement into continuous program improvement.

Lesson 3 • Building ABM Dashboards

Designs role-specific dashboards for marketing, sales, and executive audiences. Dashboards translate raw data into decisions without requiring analytical expertise.

Lesson 4 • ABM Measurement Framework Design

Structures a layered measurement model covering activity, engagement, pipeline, and revenue. Framework design precedes tool selection to avoid metric misalignment.

Lesson 1 • Testing and Experimentation in ABM

Applies structured A/B and multivariate testing to messages, channels, and plays. Systematic testing replaces opinion-based optimization with evidence.

Lesson 2 • Continuous Improvement and Program Maturity

Applies maturity models and retrospective processes to advance ABM sophistication over time. Maturity progression is the path from reactive campaigns to predictive revenue programs.

Lesson 3 • Organisational Design for ABM at Scale

Defines team structures, roles, and operating models that support mature ABM programs. Org design determines whether ABM remains a tactic or becomes a company-wide motion.

Lesson 4 • ABM Pilot Design and Validation

Structures a controlled pilot to generate credible evidence before scaling investment. Pilot design prevents premature scaling of unproven plays.