Account Based marketing

1. Foundation – Account-Based Marketing & Selling

• ABM and ABS: Definition, Distinction, and Interaction.
• Goal Force: How Marketing and Sales Merge to Become a Revenue Engine.
• Land-Expand-Explode: The Strategy for Acquiring New Customers and Expanding the Existing Customer Base.
• The 3 levels: One-to-one (Strategic), One-to-Few (Scale), One-to-Many (Programmatic).
• AI in ABM: The Three Types of AI—Analytical AI (Account Prioritization), Generative AI (Personalization), and Agent-Based AI (Research & Orchestration).
• Determine your ABM’s AI maturity level—and define the next phase of development.

2. Target Customers & Buying Center

• Account Prioritization: ICP Fit (Ideal Customer Fit), Revenue Potential, and Intent Data (Signals).
• Buying Center Mapping: Understanding Roles, Pain Points, and Dynamics.
• INSIGHTS MDI® in ABM: Analyzing Decision-Makers' Behavioral Preferences.
• AI-powered account research: Automatically identify and prioritize target accounts, trigger events, and intent signals.
• AI-Powered Buying Center Mapping: Identify decision-makers, roles, and potential pain points for each account more quickly.

3. Content & Hyper-Personalization

• Content Strategy for ABM: From Generic to Account-Specific Content.
• Hyper-personalization: AI-driven customization of messages based on industry, role, and insights category.
• Multi-touchpoint campaigns: Coordinate LinkedIn, e-mail, direct mail, and events.
• Account-Based Nurturing: Systematically Developing the Buying Center.
• Account-specific content modules powered by AI: Personalize generic content for each target account and role in minutes.

4. ABM Implementation & Handoff to Sales (ABS)

• The Handoff Process: Account Scoring and Sales Signals.
• Measuring and Optimizing: The Most Important KPIs for ABM.
• Handoff to Key Account Management: Timing, Criteria (SLA), and Account Profile for a Smooth Start to ABS.
• AI-powered Account Scoring: Derive purchase intent for each account based on intent and engagement signals.
• AI Account Dossier for the Handover: Consolidate account information, the buying center, and conversation starters for key account management.