Account-Based Marketing
Account-Based Marketing
Fewer accounts. Deeper engagement.
A practical approach to selecting priority accounts, mapping the people who influence a decision and coordinating marketing and sales around them.
Why it matters
Enterprise and mid-market deals rarely depend on one person. Buying groups are large, priorities differ across functions and generic campaigns struggle to reach the people who actually shape a decision.
Account-based marketing focuses effort where the revenue potential is highest. This programme shows your team how to choose those accounts, understand who matters inside them and engage them in a joined-up way across marketing and sales.
In complex deals you are not selling to a company. You are earning the confidence of a group of people.
What the programme covers
Selecting target accounts
Building a tiered account list using fit, intent and relationship signals, and agreeing it across marketing and sales.
Stakeholder mapping
Identifying the buying group, their priorities and the role each person plays in a decision.
Account insight
Turning research into account-specific messaging, content and conversation starters.
Coordinated plays
Planning marketing and sales touches that reinforce each other rather than competing for attention.
Measuring ABM
Tracking engagement, pipeline and progression at account level instead of counting leads.
Who it is for
B2B marketing teams, account executives working named accounts, and leadership teams moving from broad demand generation to a focused account strategy.
What your team leaves with
A tiered account list
Priority accounts agreed between marketing and sales, with a clear rationale for each tier.
Stakeholder maps
Buying-group maps for selected live accounts, completed during the session.
An account play
A coordinated engagement plan for at least one priority account.
Account-level metrics
A simple scorecard for engagement and pipeline progress by account.
If not, the deal is depending on people you have not met yet.
Formats and delivery
This programme can be delivered as a half-day or full-day workshop, as a four-week multi-session programme, or built into ongoing team coaching. Workshops start from US$1,000 or ₹20,000 for up to 20 participants, online or in person.
Every engagement is senior-led and tailored to your product, market and sales cycle. Travel expenses for in-person delivery are borne by the client.