ITSMA Account-Based Marketing Certification & Mentoring Program – Kickoff Workshop (June 2020)

Events › ITSMA Account-Based Marketing Certification & Mentoring Program – Kickoff Workshop (June 2020)
ITSMA Account-Based Marketing Certification & Mentoring Program – Kickoff Workshop (June 2020)
June 4
-
June 5
Members
$5,250.00
Non-members
$6,050.00
Training, Event, North America
Aloft Boston Seaport, Boston,
MA
This program is also offered in London, UK (
March 10-11, 2020
&
October 20-21, 2020
).
You already know that Account-Based Marketing (ABM) is delivering results. But are you and your team building your skills fast enough to take full advantage of the different approaches to ABM emerging today? Succeeding with ABM, especially with your strategic accounts, requires a complex blend of leadership, business acumen, and a range of specific marketing skills.
ITSMA pioneered ABM in the early 2000s, and has worked since then with leading B2B technology, telecom, and services firms to design and execute successful ABM programs. Our approach, methodology, and practical experience are the best in the business, and we’ve trained hundreds of marketers from award-winning ABM programs for more than a decade.
Our industry-leading ABM Certification Program provides an intensive, 90-day immersion in the methodology and skills that you need to accelerate growth with your most important accounts. The program starts with a two-day kickoff workshop, during which you can work on either a one-to-one or one-to-few case study to practice your skills, then three webinars, and on-the-job mentoring and coaching to create a robust ABM plan that’s ready to go.
Interested in learning more? Read the details below.
Who should participate?
ITSMA’s ABM Certification Program is designed for experienced, client-side marketing professionals who want to build their professional competency in ABM. We evaluate all applicants to make sure that everyone meets the minimum requirements for the program. (Please note: the program is not open to agency staff or consultants.)
What will I learn?
Specifically, the program helps you learn how to:
Understand the value and impact of ABM, including three distinct types (1:1, 1:few, 1:many)
Identify priority accounts for ABM
Develop new insights into accounts
Design targeted, differentiated propositions
Craft marketing messages and campaigns that resonate
Create and sustain deep, long-term relationships with executives
Build client loyalty and intimacy
Measure your impact in terms of reputation, relationships, and revenue in each account
The program provides a unique opportunity to learn from top ABM experts, explore real-world case studies, actively participate in group work and discussions, and network with marketers facing similar ABM challenges.
Account-Based Marketing Certification Program Agenda
Kickoff Workshop (June 4-5, 2020, Boston, MA)
Understanding the rise and importance of ABM
Selecting accounts for ABM
Knowing what is driving your account(s)
Playing to the client’s needs
Mapping and profiling stakeholders
Developing targeted value propositions
Planning integrated campaigns
Executing campaigns
Evaluating results
After the workshop (90 days)
Active support and guidance, including regular calls with your assigned ABM mentor to apply the methodology in developing a practical ABM plan for your selected account or cluster of accounts
Three, 60-minute webinars
Anatomy of a One-to-One ABM Campaign.
In this webinar, a member of ITSMA’s ABM Alumni group will share a case study, starting with the reason for selecting the account and the business objectives set, then working through the seven-step process to the results achieved and lessons learned. Delegates will reflect on the case study and any implications for their own ABM plan.
Anatomy of a One-to-Few ABM Campaign.
In this webinar, a member of ITSMA’s ABM Alumni group will share a case study, starting with the way the cluster of accounts was selected and the business objectives set for it, then working through the seven-step process to the results achieved and lessons learned. Delegates will reflect on the case study and any implications for their own ABM plan.
Anatomy of a One-to-Many ABM Campaign.
In this webinar, a member of ITSMA’s ABM Alumni group will share a case study, starting with the way the group of accounts was selected for ABM and the business objectives set for it, then working through the seven-step process to the results achieved and lessons learned. Delegates will reflect on differences between one-to-many and the other types of ABM covered in the first two webinars, and discuss implications for their own ABM plan.
Four homework assignments
Account/cluster selection, insights, and imperatives and initiatives
Plays for the account/cluster
Stakeholder profiles
Campaign plan and metrics
Final deliverable: an action-ready ABM plan for an account or cluster of accounts
“
I will be able to immediately implement the tools and strategies that I learned from this program not just for account based marketing but in developing other business programs and marketing campaigns.
”
A recent program graduate
Pricing, Workshop Accommodation, and General Information
Program Fee:
$5,250 for members of ITSMA
$6,050 for non-members
Program fee includes individual mentoring, workshop fees (including continental breakfasts, lunches, dinner, and refreshments), and program materials—including a copy of ITSMA’s ABM book,
A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
.
Travel and accommodation expenses are not included and are the responsibility of the participants.
Kickoff Workshop:
June 4-5, 2020
Day 1: 8:00 am to 5:00 pm (dinner at 6:00 pm)
Day 2: 8:00 am to 4:00 pm
Workshop Location:
aloft Boston Seaport
, 401-403 D Street, Boston, MA 02210
Accommodations:
Hotel accommodations are the responsibility of the participant. ITSMA has reserved a block of rooms at the Aloft Hotel for $299/night, plus tax. Make your reservation by Monday,
May 13, 2020
to ensure availability at this special room rate. Call Marriott Reservations directly at +1 617 530 1600, and be sure to mention ITSMA to receive our special pricing. If you need assistance, please contact Laura Carroll at
lcarroll@itsma.com
or +1 781 862 8500, x121 or +1 978 877 0241.
Special Requests:
If there is anything we can do to make your participation in this program easier, please complete the appropriate space on the Registration Form or contact Laura Carroll at
lcarroll@itsma.com
or +1 781 862 8500, x121 or +1 978 877 0241.
Facilitator
Lisa Dennis
Senior Associate
As an ITSMA Senior Associate, Lisa brings over twenty-five years of marketing and sales to client engagements. She has hands-on experience with both the marketing and selling of business-to-business and business-to-consumer products and services. She also has system enhancement and design experience for marketing and sales applications. Her consulting serves clients in high technology, insurance, manufacturing, healthcare, and professional services industries and focuses on marketing strategy, account-based marketing, value proposition development, positioning, relationship marketing, customer service assessment programs, sales effectiveness assessments, and sales & service training.
Full bio
Cancellation, Refund, and Photo Policies
Cancellations and substitutions must be in writing and forwarded to ITSMA via email to
lcarroll@itsma.com
.
Full refund or future credit provided when notifying ITSMA 30+ days prior to the event
85% refund or 100% future credit provided when notifying ITSMA 15–29 days prior to the event, but a substitution may be acceptable
Substitutions for this program must be approved by ITSMA prior to the start of the program
For full details, please reference our
cancellation and refund policy
.
Participants at this event agree to allow ITSMA to take photos during the event. Any pictures captured by ITSMA may be used in future promotional materials or presentations. For questions or concerns, please contact us at
info@itsma.com
.
Venue
Aloft Boston Seaport, Boston
401-403 D Street,
Boston,
MA,
02210
Venue phone
+1 617 530 1600
Venue website
http://www.aloftbostonseaport.com/
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HOT TOPICS!
Account-Based Marketing
Brand & Reputation
Buyer Personas
Customer Success
Thought Leadership