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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07/06/2020 Last update