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Edtech – supported with managed services

✓ Intelligence-as-a-service (IntaaS) Platform
✓ Capability Program Design
✓ Capability Frameworks
✓ Competency Assessments

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Open Courses

More

Edtech – supported with managed services

✓ Intelligence-as-a-service (IntaaS) Platform
✓ Capability Program Design
✓ Capability Frameworks
✓ Competency Assessments

Find out more

Learning Delivery Formats

Learning Insights

Marketing Insights

Events

More

Certificate: Account Based Marketing

ABM Essentials: Build winning, data-informed strategies to champion your business growth

This comprehensive Account-Based Marketing (ABM) course delves into the evolution of ABM and its distinction from traditional marketing. Participants will develop a robust ABM framework, including marketing, selling, and experience components.

New dates announced soon

Overview

This live, instructor-led course will guide you through the fundamentals of Account Based Marketing across three modules

Timing
New dates announced soon
Instructor
Carlos Doughty
Duration
9 hours
Price
£995 GBP / $1200 USD

Module 1: ABM Essentials & Planning

  • The evolution of ABM​
  • Defining ABM & how it differs to traditional marketing strategies​
  • Developing a robust ABM framework. Account based: marketing (ABM), selling (ABS), experience (ABX)​
  • Developing ICPs & Persona maps​
  • Account Selection & Tiering

Module 2: ABM Activation Playbook

  • ABM Playbook
    • Data
    • Content & Messaging
    • Omnichannel
    • Tech
    • Sales
    • Customer Success
  • Data & Insights
    • Intent Data / Data Signals
    • Data Enrichment
    • Sales Intelligence
  • Customer journey design: content, omnichannel, personalisation​
  • Example ABM activation playbooks: events, LinkedIn organic, LinkedIn ads, account-based advertising ​
  • Technology & tools to support ABM​
  • Bonus: ABM tactical recommendations

Module 3: Sales & Marketing Alignment

  • Sales & marketing alignment​
  • Integrating & aligning ABM with the sales team. Understanding the differences between traditional selling and account-based selling​
  • Sales enablement essentials​
  • Customer journey design extension: from content marketing to sales content governance​
  • Lead scoring, routing, coverage & conversion​
  • Driving growth with through customer retention & account expansion.

Learning Outcomes

  1. Understand the evolution of Account-Based Marketing (ABM) and its differentiation from traditional marketing strategies.
  2. Develop a comprehensive ABM framework, including marketing (ABM), selling (ABS), and experience (ABX).
  3. Create Ideal Customer Profiles (ICPs) and persona maps.
  4. Learn methods for account selection, tiering, and prioritization.
  5. Utilize data, intent signals, and sales intelligence to inform ABM strategies.
  6. Design compelling content and messaging for omnichannel ABM campaigns.
  7. Leverage technology and tools to support and optimize ABM efforts.
  8. Align sales and marketing teams to drive account retention and growth.

Tools & Resources

Take home a series of tools and templates to apply your knowledge on the job and drive forward your Account Based Marketing efforts.

  • ICP Template
  • Data Audit & Signal Framework
  • CX Mapping Checklist
  • ABM Periodic Table
  • Content Planner
Resource-CDP-Vendor ScoreCard Template-Budgeting-3500x2500px

Learning Design

9 hours

 

Completion Badge

 

Tools & Resources

 

Slack Community

 

Live, Instructor-led

 

Fully Online

 

Interactive

 

£895 / $1200USD

 

Carlos Doughty

Instructor: Carlos Doughty

Carlos Doughty is the Founder and CEO of LXA, having bootstrapped the business from his sofa into a globally leading education company in tech, growth marketing, martech, and marketing operations. He has built a community of over 100,000 enthusiasts in tech, marketing, martech, ad tech, and salestech.

With rich experience in digital transformation programs ranging from CRM and MAP to CDP, he possesses deep knowledge and expertise in running tech and marketing initiatives.

Carlos has consulted on projects for various enterprises and startups across industries, working with prominent brands such as HSBC, Euromoney, JP Morgan, and Freshfields. His global experience spans delivering projects in cities like London, New York, Beijing, Hangzhou, and Singapore.

A regular keynote speaker at marketing and tech events worldwide, he brings nearly two decades of experience in growth, marketing, and technology. He is also the host of the #MarketingBookClub, where he has interviewed notable figures such as Seth Godin and Scott Galloway. In recognition of his contributions, Carlos was named MarTech Business Leader of the Year in the UK.

Frequently Asked Questions

All Access Learning Pass

12 Months access (No hidden fees/clauses - just packed with unbelievable value)
Single Learner
£995
per learner, per annum
BOOK NOW
Teams 5+
£595
per learner, per annum
BOOK NOW
Teams 10+
£495
per learner, per annum
BOOK NOW

What's Included?

🚀 All live online & on-demand courses:
🎓 Certificate: AI Marketing Course
🎓 Certificate: NextGen Digital Marketing
🎓 Certificate: Marketing Technology Course
🎓 Certificate: Marketing Operations Course
🎓 Certificate: Sales Enablement Course
📚 Plus the LXA Learning Library:
📂 100+ Lessons
📂 70+ Modules & 50+ Resources
📂 20+ Courses
📂 50+ Reports & Guides
📂 100+ Event series video sessions

Explore in-house training solutions

Download the course brochure

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Who we've trained

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Who should enrol?

Generalist

  • Marketing
  • Branding
  • Technology
  • Operations
  • Programme & Project
  • Career Movers






Example job titles: Marketing manager, operations manager, BDMs, etc.

Leaders

  • Marketing
  • Branding
  • Data & Analytics
  • Digital
  • Transformation
  • Technology
  • Growth





Example job titles: Heads & directors of marketing, GMs, MDs, Heads & directors of digital, etc

Technical

  • eCommerce
  • Digital
  • Marketing Operations 
  • Marketing Automation & Tech
  • Agency MDs / Consultants
  • CRM / CDP / Data / Email
  • Digital marketing
  • ABM / Demand Generation
  • Transformation / Innovation
  • Strategists


Example job titles: CRM manager, marketing operations manager, sales operations manager, etc.

Why LXA?

Learning that Lands

Multimodal Intelligence ​
Blending education, expert human analysts and AI agent advisors, frameworks and templates to build lasting embedded capabilities. ​

Enablement Centred

Rich Learning Design​
Learning design of materials and experiences that connect to your marketing operating model, stack and ways of working. Learning becomes a catalyst to enable the broader marketing strategy and framework.​

Building Marketing Excellence

Deep Topic Expertise​
Informed by surveying 1000s of C-suite business professionals annually and hosting events which attract 100s of SME speakers. ​

Fast, Fresh Content

AI-Powered Production​
60% cost efficiency vs classic in studio filming and script writing. Our proprietary AI powered production capabilities ensure we can quickly create and update content as the marketing landscape, buyer behaviours and market changes evolve.​

Uniquely Informed

Community & Content​
A community base of 250k built through event series and research bank developed over 9 years which provides unique market insight to inform our knowledge.​

LXA Courses

Workshops & Masterclasses

Select one of our open courses to run in-house, in-person or online, as a customised workshop wrapped around your team's needs or as a masterclass, one packed interactive session of the essentials of..

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Course

Certificate: Next-Gen Digital Marketing Course

On-demand coming soon | Get your All Access Learning Pass to enrol and get certified.

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Certificate: AI Marketing Course

Next cohort starts: Wednesday 25th February 2026 | Unlock the future of marketing with this comprehensive AI Marketing course designed to equip you with the skills to thrive in the AI era. This..
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Certificate: Data and Analytics Course

This course equips you with the knowledge to leverage data for better customer segmentation and enhanced marketing performance. Transform your approach to marketing with practical, actionable..

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Certificate: Account Based Marketing (ABM) Course

Explore the evolution of ABM and its distinction from traditional marketing. Participants will develop a robust ABM framework, including marketing, selling, and experience components.

ENROL
Course

Certificate: CX & Omnichannel Excellence

Equip yourself with the core pillars to omnichannel success with real life application of CX Mapping and discover the complexity behind the customer journey. Clarify the difference between..

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Certificate: Marketing Technology Course

This course covers the A-Z of auditing and developing your marketing technology strategy.

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Certificate: Marketing Operations Course

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: Sales Enablement & Sales Ops Course

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

LXA

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