Online training «Fundamentals of ABM marketing»

Trainer: Tetyana Korobova

For whom:

• Employees of marketing, customer service, sales departments
• Representatives of the TOP team - in the case when you need to restructure or significantly optimize the system of attracting and retaining customers

Format: ONLINE

6 meetings of 2 hours 

The purpose of the program:

When knowledge and skills in ABM marketing are definitely necessary for the company:

• Insufficient effectiveness of marketing and sales interaction.
• The company has several different areas of activity, different employees are responsible for sales for each, and there is no overall picture and strategy for sales development.
• If the customer segments are numerous and significantly different from each other.
• The presence of large and important customers who need to be given an end-to-end ideal customer experience from "A to Z", regardless of which of the employees the client personally contacts at different stages of the transaction
• If the goal is set to increase sales, clearly and systematically building upselling and cross-selling
• Get acquainted with the marketing technology used by the monsters of the "reddest" markets.

Cost of participation:

UAH 7,500 (without VAT)

The price includes:

• author's handouts;
• name certificates;

TRAINING PROGRAM

ABM Marketing Basics

2 hours

• General concept and principles of ABM marketing.
• Types of ABM Strategy Basic ABM Scenarios.
• ABM marketing as a business process

Account as a key frame of ABM marketing

2 hours

• Definition of Account in ABM
• Marketing Account Scoring Model

2 hours

• Account Scoring Templates for Model Incentives

ABM Marketing Tools

2 hours

• Customer experience journey
• Demand Map/ Opportunity Matrix
• Map of target decision-makers/LWRs

3 hours

• Goal/Lead Warmth Map – Engagement Map
• Ideal Customer Profile: Factor/Attribute/Ranking
• Customer Prioritization - McKinsey Matrix

ABM & Marketing & Sales Automation

2 hours

• Practical aspects of implementing
• ABM marketing depending on the organizational structure of the company and the degree of sales/marketing automation.
• Summing up, feedback

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