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Certificate: Account Based Marketing

ENROLL
New dates announced soon

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.

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

Learning Options

Choose single certification to join this course, or become a member and unlock access to this this course plus the Learning Library for 12 months.

Got a question about your booking? Contact us via hello@lxahub.com

Single Certification

For individuals and teams

£995
per learner, per certificate
ENROL
✅ Access to 1 x certificate course
❌ 100+ Lessons
❌ 70+ Modules
❌ 50+ Resources
❌ 20+ Courses
❌ 50+ Reports & Guides
❌ 100+ Video sessions from event series

Learning Library Membership

For individuals and teams up to 4

£1,495
per learner, per annum
BECOME A MEMBER
✅ Choose 1 of 3 live certificate courses
✅ 100+ Lessons
✅ 70+ Modules
✅ 50+ Resources
✅ 20+ Courses
✅ 50+ Reports & Guides
✅ 100+ Video sessions from event series

Teams Learning Library

For teams of 5+

£995
per learner, per annum
Contact us
✅ Choose 1 of 3 live certificate courses
✅ 100+ Lessons
✅ 70+ Modules
✅ 50+ Resources
✅ 20+ Courses
✅ 50+ Reports & Guides
✅ 100+ Video sessions from event series

Get touch to discuss Enterprise learning 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?

Decades of Experience

Our team and network of instructional designers, SMEs, content operations managers, and learning experience design specialists each have decades of experience.

Crafting over 500 learning experiences for our 50k+ community means our team is well-placed to design and deliver your learning content. 

Uniquely Informed

With an annual event series that gains us access to hundreds of global thought leaders, interviews and surveys with over two thousand enterprise CMOs each year, and an expansive network of practitioner course instructors, our access to knowledge and expertise is unmatched.

Fast, Fresh Content

Our proprietary AI enabled production capabilities ensure we can quickly create and update content as the marketing landscape, buyer behaviours and market changes evolve.

Plus, we offer live workshop options to provide to the minute updated training.

Personalised Learning Design

With our unique approach to learning design, we can expertly craft learning paths and experiences that match cohort learning levels, experience, role focus, and training needs.

From entry level, to intermediate through to specialist and advanced, content is curated with the end-user in mind.

Marketing Enablement Focussed

We don't just help you upskill and reskill your team. We focus on 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. Our learning supports your marketing enablement effectiveness.

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