Account-Based Marketing: Win High-Value B2B Accounts

Build account selection, stakeholder insight, personalized campaigns, sales alignment, measurement, and scalable ABM

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete account-based marketing system connected to customer and business outcomes.
Diagnose evidence gaps, assumptions, constraints, risks, and decision bottlenecks.
Translate strategy into an accountable workflow with clear owners and review gates.
Evaluate quality, economics, customer response, and implementation readiness.

Course content

2 sections • 11 lectures • 1h 47m total length

The Account-Based Growth Model9:26
Build an account-based growth model that aligns strategic accounts, value creation, marketing, sales, and measurable outcomes.
Account Selection Intent and Opportunity Prioritization9:45
Select and prioritize accounts using fit, intent, opportunity value, evidence quality, and implementation readiness.
Buying Committees Insight and Account Plans9:41
Map buying committees, stakeholder priorities, decision dynamics, and account-specific evidence to create actionable account plans.
Orchestrated Campaigns Sales Alignment and Engagement9:39
Coordinate personalized campaigns, sales alignment, engagement signals, and follow-up across the complete account journey.
Account Analytics Expansion and Responsible Scale9:35
Measure account engagement and business impact, identify expansion opportunities, establish governance, and scale ABM responsibly.

Workshop 1: Design the Predictable Lead Generation System10:06
Work through the practical lesson: Design the Predictable Lead Generation System. This applied study preserves the original The Lead Generation Machine - Build Predictable B2B Demand case context, then transfers its decision method to Account-Based Marketing: Win High-Value B2B Accounts.

Complete Strategy Decision Brief and Ideal Customer Profile Worksheet. Make a specific business decision visible before selecting activities or tools. Define the customers you can serve well and specify observable qualification and exclusion criteria.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Identify Ideal Accounts and Buying Signals9:53
Work through the practical lesson: Identify Ideal Accounts and Buying Signals. This applied study preserves the original The Lead Generation Machine - Build Predictable B2B Demand case context, then transfers its decision method to Account-Based Marketing: Win High-Value B2B Accounts.

Complete Research Question and Evidence Plan and Market Segmentation Matrix. Choose research methods that can answer a specific decision question within realistic constraints. Compare distinct segments using need, fit, access, and economic potential rather than broad demographics alone.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Create Lead Magnets and Demand Assets10:04
Work through the practical lesson: Create Lead Magnets and Demand Assets. This applied study preserves the original The Lead Generation Machine - Build Predictable B2B Demand case context, then transfers its decision method to Account-Based Marketing: Win High-Value B2B Accounts.

Complete Offer Design Canvas and Content Strategy and Distribution Planner. Build an offer that combines a valuable outcome, a credible delivery mechanism, and clear boundaries. Choose content that helps a defined audience make a decision and plan its distribution and measurement.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Outreach Qualification and Sales Handoffs9:48
Work through the practical lesson: Outreach Qualification and Sales Handoffs. This applied study preserves the original The Lead Generation Machine - Build Predictable B2B Demand case context, then transfers its decision method to Account-Based Marketing: Win High-Value B2B Accounts.

Complete Relevant Outreach Planning Sheet and Lead Qualification Scorecard. Plan a relevant first contact around a verified business problem and a reasonable next step. Prioritize leads using fit, need, intent, and verified evidence while avoiding unsupported assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Pipeline Analytics Optimization and Scale9:42
Work through the practical lesson: Pipeline Analytics Optimization and Scale. This applied study preserves the original The Lead Generation Machine - Build Predictable B2B Demand case context, then transfers its decision method to Account-Based Marketing: Win High-Value B2B Accounts.

Complete Buyer Journey and Funnel Map and Measurement and Learning Plan. Map customer decisions and the evidence needed to progress through a buying journey. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Measure Economics and Scale the Revenue System9:41
Work through the practical lesson: Measure Economics and Scale the Revenue System. This applied study preserves the original 100M B2B Marketing System - Build Predictable Revenue case context, then transfers its decision method to Account-Based Marketing: Win High-Value B2B Accounts.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No coding experience is required.

Description

This course contains the use of artificial intelligence.

Account-Based Marketing: Win High-Value B2B Accounts gives professionals a structured, evidence-based system for turning research and strategy into measurable customer and business value. The course moves beyond surface-level tactics and disconnected tool demonstrations. Students learn how to define outcomes, organize evidence, evaluate strategic options, execute with discipline, protect trust, and connect activity to financial and operational results.

The course is designed for B2B marketers, enterprise sales teams, growth leaders, consultants, and agency professionals. Across five detailed lectures, students work through a continuing business case, decision frameworks, implementation guidance, quality controls, common failure modes, and assignments that can be used immediately in an organization, client engagement, career, or business.

Students will learn how to diagnose evidence gaps, clarify assumptions, compare options, design an accountable workflow, and establish review gates before scaling. The course also explains how to evaluate quality, economics, customer response, implementation readiness, and responsible use of artificial intelligence. By the end, learners will have a practical ninety-day roadmap for disciplined execution and continuous improvement.

Dr. Law Payne combines doctoral-level leadership education with extensive entrepreneurial, marketing, and teaching experience. He holds a Doctor of Business Administration specializing in Organizational Leadership and Development, a master’s degree in Educational Psychology, a master’s degree in Business, and a bachelor’s degree in Business Administration and Marketing. His professional background includes nine-figure entrepreneurship, published work reaching more than one million copies, over fifteen years of teaching and coaching, and growth leadership involving more than one billion dollars in managed sales.

Who this course is for:

B2B marketers, enterprise sales teams, growth leaders, consultants, and agency professionals.

Account-Based Marketing: Win High-Value B2B Accounts

What you'll learn

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Course content

Build the Complete Account-Based Marketing System5 lectures • 48min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 59min

Requirements

Description

Who this course is for: