LXA MBA: The Essentials of Account Based Growth: ABM, ABS and ABX

The funnel has well and truly flipped. Gone are the days where B2B marketers looking to acquire high value customers rely on batch and blast one-to-many campaigns – wasting valuable resources across media channels targeting inappropriate prospects.

Welcome to the new world. A world where Marketing, Sales and Experience functions all align to identify, target, acquire and retain a smaller set of key accounts with the greatest potential for business growth.

This course will help you structure a robust strategic ABM framework within your business, with focused, personalised campaigns, messages and experience, to a clearly-defined set of target accounts. It will combine the key models of Account Based Marketing, Account Based Sales and Account Based Experience to help you break down traditional silos and drive long-term growth.

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Long enough to matter...not too long you get bored

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Interactive Q&A sessions with trainer & students

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Essentials of Account Based Growth Course Certificate

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Adaptive, flexible & social learning experience

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Access a library of content from the AntiConLX event series

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Course Instructor: Carlos Doughty

Named 2020 Marketing Technology Business Leader of the Year (UK)
Host of the weekly martech news video series
Marketing & tech book club podcast host - Interviewing the world's most famous marketers and entrepreneurs including Gary Vee, and Seth Godin.
Researcher of UK & APAC marketing technology supergraphics.
Former chief marketing technology consultant to some of the world's largest law firms, agencies, manufacturing, financial services and media companies, as well as tech scale ups.
Founder of LXA (formerly MarTech Alliance) from his front room.
Regular featured presenter. Has delivered a series of leading marketing & tech events across Madrid, Helsinki, Delhi to London

"I highly recommend the 4Ps of marketing technology course to any marketing ops professional interested in professional growth and advancement. It presents both a great opportunity to connect and network with leaders in the Martech space, and also to engage with the rich content and use cases provided in the program to address challenges many organizations deal with today, and I dare say will continue to in future."

Head of Marketing Operations

Sales & Marketing Leaders

...who are challenging the traditional strategic approach of B2B sales to reach broader business goals.

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ABM Leaders

...who are looking to lead the function within an organisation and get additional senior buy-in via a clearly defined strategic sales enablement ecosystem.

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Sales Managers

...with a vision of greater sales impact at all stages of the customer buying cycle.

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Sales and Marketing Technologist types

...who want to integrate tech platforms that will increase B2B sales growth and efficiency.

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Certificate: Marketing Operations Essentials

12th June 2023 | This course is packed with everything from marketing ops organisation fit to campaign ops, to tech and project management - and everything in-between.

ENROL

Course

Certificate: Marketing Technology (MarTech) Essentials

12th June 2023 | This course covers the A-Z of auditing and developing your marketing technology strategy.

ENROL

Course

Certificate: Sales Enablement & Sales Operations Essentials

12th June 2023 | This course will equip you with the strategic framework needed to introduce or enhance your own sales enablement effort, so you can drive revenue growth with confidence.

ENROL

Course

Certificate: Digital Transformation Essentials

Coming in 2023 | This course takes you through every step you need to undertake, understand, design, and implement change for an ambitious future focussed company that can dominate for years to come

ENROL

Course

Workshop: Marketing Operations Mechanics with No Code

12th June 2023 | This course will teach you how to accelerate marketing operations performance through no-code programming and the creative deployment of martech to build new tools and automate..

ENROL

Course

When does the course start?

We run three intakes a year, one in February, July and November.
The next course starts in February 2023

How does the final course project work?

The course work is based on the exercises you complete in each module. You then compile it all together with your analysis and submit as the final course project.

Is the coursework mandatory?

The coursework is not mandatory but we recommend you submit the module coursework along the way and the final project to show your learnings

How does the interactive Q&A work?

You can submit your questions in advance at any time during the course about the latest modules. Carlos will answers all of the questions during the live Q&A session.

You'll have the option to sign up for the live Q&As and have calendar reminders so you don't miss it! You can also submit questions during the Q&A and the session will be available to access on demand afterwards.

How long will it take to complete the course?

We recommend spending at least 2 - 3 hours per week

How much is the course and how do I book?

The course is £1,450 for individuals and to start your enrolment fill out the email form at the top of the page.

For group bookings please email Hello@martechalliance.com (we've got group discounts!)

How will I access the course?

Once you've completed your enrolment, you'll receive a detailed FAQ pack of what you can expect.

On the day of the course you'll receive a welcome email from our learning experience platform to set up your profile and start learning!

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Browse by topic:

The Martech Report 22/23

In-Person Events

Online Events

More

For Individuals

For Teams

More

Browse by topic:

Resource Format

More

LXA MBA: The Essentials of Account Based Growth: ABM, ABS and ABX

WHAT

WHEN

WHERE

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Giving you the tools to build your skills in marketing, sales, and tech

Build the skills you needto stay ahead.

Build the skills you needto stand out.

Build the skills you need to make a difference.

Build the skills you needto connect.

Build the skills you needfor less.

The Essentials of Account Based Growth: ABM, ABS and ABX

Module 1: The Evolution of Account-Based Models

Module 2: Planning Your ABM Strategy

Module 3: Process, Actions & Campaigns

Module 4: Platforms, Technology & Tools

Module 5: ABM People & Teams

Module 6: Pioneer & Pilot

Module 7: The Essentials of ABM Wrap-Up

Course Format

Example Timetable

Course Instructor: Carlos Doughty

Who should enrol?

Sales & Marketing Leaders

ABM Leaders

Sales Managers

Sales and Marketing Technologist types

Technologist types

Agency MDs & Marketing Consultant types

All Courses

Certificate: Marketing Operations Essentials

Certificate: Marketing Technology (MarTech) Essentials

Certificate: Sales Enablement & Sales Operations Essentials

Certificate: Digital Transformation Essentials

Workshop: Marketing Operations Mechanics with No Code

LXA Membership

Single course

Membership

Corp Membership

Book a Chat

Let's go!

Course FAQs

When does the course start?

How does the final course project work?

How does the interactive Q&A work?

How long will it take to complete the course?

How much is the course and how do I book?

How will I access the course?

LXA

Build the skills you need
to stay ahead.

Build the skills you need
to stand out.

Build the skills you need
to make a difference.

Build the skills you need
to connect.

Build the skills you need
for less.