Account Based Marketing
When a handful of accounts represent most of the revenue, mass marketing wastes most of the budget. This course covers how to select target accounts, build the intelligence to speak to them credibly and align sales and marketing behind a shared plan.
Course outline
What this programme covers, module by module.
- 01When account based marketing beats broad campaigns
- 02Selecting and tiering target accounts
- 03Building account intelligence worth acting on
- 04Mapping the buying group and their different concerns
- 05Creating account specific content and propositions
- 06Aligning sales and marketing on one account plan
- 07Measuring engagement, progression and return
What you will gain
- Select and prioritise target accounts on real criteria
- Build account intelligence that informs the approach
- Map buying groups and their differing concerns
- Create content tailored to an account rather than a segment
- Coordinate sales and marketing around a shared account plan
- Measure account engagement and progression
Who should attend
- Business to business marketers
- Key account and enterprise sales staff
- Sales and marketing leaders
- Business development managers
Upcoming sessions
| Date | City | Duration | Fees | Book |
|---|---|---|---|---|
| 26 to 28 Oct 2026 | London | 3 Days | US$1,500 | |
| 16 to 18 Nov 2026 | Dubai | 3 Days | US$1,500 | |
| 30 Nov to 2 Dec 2026 | Pretoria | 3 Days | R13,000 | |
| 11 to 13 Jan 2027 | Durban | 3 Days | R13,000 | |
| 23 to 25 Feb 2027 | Cape Town | 3 Days | R13,000 | |
| 3 to 5 May 2027 | Johannesburg | 3 Days | R13,000 | |
| 19 to 21 Jul 2027 | London | 3 Days | US$1,500 |
Fees are per delegate and exclude VAT. Public intakes are confirmed once minimum numbers are met. We also deliver this course on your own schedule, in-house or live online.
Enquire about this course
Register your team or ask for a tailored in-house quote. We reply within one working day.
WhatsApp usCourse brochure (PDF)- Fees from
- R13,000 per delegate
- Duration
- 3 Days
- Field
- Sales, Marketing & Customer Service
- Formats
- In-house, public, online
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