Orchestrating and Communicating Your Account-Based Marketing Campaigns

Description

Orchestrating and Communicating Your Account-Based Marketing Campaigns
ABOUT THIS COURSE

Successful account-based marketing often relies on multiple campaigns for a specific, single account.

For one account, you might invite top executives to a private dinner after a trade event. You might also produce a direct mail campaign for product managers. And you might launch an email campaign to entice key decision-makers to subscribe to your weekly newsletter. These are three very different campaigns all work together to win a specific account.

When executed well, your ABM efforts work in harmony to address the needs of the many decision-makers you aim to persuade. It’s crucial you orchestrate your various tactics so that you’re communicating effectively, and so that one effort doesn’t undermine another.

In this course, you’ll hear from multiple experts as they show you the right tools and insights necessary to seamlessly pull off complex, multi-pronged ABM campaigns.

LEARNING OBJECTIVES
1 Understand how channels can best be used for account-based marketing campaigns
2 Review your target accounts and select the best channels to communicate your targeted content to them
3 Maximize your relationships with your sales organization
4 Create a Tier 1 account campaign brief
5 Identify initiators and engagers and develop internal and external triggers to help launch campaigns that are specific to the needs of your target accounts