Account Based Marketing
offered by ISB Hyderabad

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Private Institute
Estd. 2001

Account Based Marketing
at
ISB Hyderabad
Overview

Extract higher value from high visibility accounts and Understand how to integrate marketing, sales, and digital strategy

Duration	5 weeks
Total fee	₹85,000
Mode of learning	Online
Credential	Certificate

Account Based Marketing
at
ISB Hyderabad
Highlights

Gain an official certificate awarded by the Centre for Executive Education at ISB
Immersive learning through group discussions, case reviews, peer networking and engaging dialogues
strategic imperative for Account-Based Marketing in a B2B context
learn how to awareness of the relationship between ABM and seamless customer journeys

Account Based Marketing
at
ISB Hyderabad
Course details

Skills you will learn

Budgeting Sales Marketing C Accounting Statistics Simulation

Who should do this course?

For mid and senior level managers in the sales, marketing, digital strategy, analytics, organisational transformation roles in B2B, senior managers in leadership and CXO roles intereseted in learning how to integrate marketing, sales, and digital strategy.

What are the course deliverables?

How to Turn Today's B2B Marketing Challenges into Growth Opportunities
Account Based Marketing and Flipping the Funnel
The ABM Process and Content Matrix
The ABM Tools, Technology Stack ,and Success Metrics
Organising for ABM
Brands, ABM, And Custom Value Proposition
ABM In Action: Live Demonstration + Simulation
Debriefing of Simulation
Rolling out ABM
Warp-up

More about this course

ABM helps in aligning the sales and marketing functions, and to achieve top-line and bottom-line targets
This interactive programme will help in understanding the principles of ABM and get a first-hand experience with the tools, frameworks, and methods

Account Based Marketing
at
ISB Hyderabad
Curriculum

Module 1

B2B marketing at crossroads

Matching selling efforts to relationships

Turning challenges into opportunities

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

Metric selection and measurement systems

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

This session will integrate multiple industry experiences in order to facilitate you transferring your workshop learnings into your own business context

Account Based Marketing
at
ISB Hyderabad
Faculty details

Prakash Bagri

Prakash is Associate Dean - Corporate Engagements and Clinical Associate Professor at ISB. He brings three decades of experience across industry and academia.

Piyush Kumar

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