Fundamentals of Account Based Marketing (ABM)

Master Account-Based Marketing (ABM): Target High-Value Accounts, Personalize Campaigns & Boost B2B Revenue Growth!

Created byRajesh Menon

Last updated 6/2025

English

What you'll learn

Understand the Fundamentals of ABM – Define Account-Based Marketing (ABM) and its significance in B2B marketing
Differentiate ABM from Traditional Marketing – Compare ABM with traditional demand generation strategies and identify when to use ABM
Develop an ABM Strategy – Learn how to define target accounts, build ideal customer profiles (ICP), and align sales and marketing teams
Implement Targeting and Personalization – Understand how to personalize content, messaging, and campaigns for high-value accounts
Leverage Data and Technology – Use tools like CRM, marketing automation, and intent data to enhance ABM efforts
Create Multichannel ABM Campaigns – Design and execute ABM campaigns across digital channels, email, social media, and events
Measure ABM Success – Track key performance indicators (KPIs), attribution models, and return on investment (ROI) for ABM campaigns.
Develop an ABM Execution Plan – Create a step-by-step ABM implementation plan tailored to specific industries and business goals

Course content

8 sections • 44 lectures • 2h 38m total length

What is Account-Based Marketing (ABM)?3:44
After completing this lecture video, you will have a broad understanding of what Account Based Marketing is and how it works
ABM vs. Traditional Marketing3:29
After viewing this video lecture, you will be able to clearly differenitiate between ABM and traditional marketing.
Benefits & Challenges of ABM3:42
After completing this lecture, you will be able to clearly understand and iterate the benefits and challenges of ABM
Fundamentals of ABM & How It Works3:29
The Evolution of ABM in B2B Marketing2:43
Identifying Target Accounts for ABM Strategy
Assessment on ABM Basics

The Three Types of ABM (1:1, 1:Few, 1:Many)3:32
After watching this video lecture, you will be able to correctly identify and explain what the three types of ABM are and where each could be potentially used.
The Role of ABM in B2B Sales & Marketing2:50
After watching this video lecture, you will be able to clearly identify the specific role ABM plays within the overall B2B sales and marketing function
Key Metrics & Success Factors for ABM3:39
In this video lecture, you will learn what the 5 key KPIs are for measure sucess of your ABM campaign and its importance
Understanding Different ABM Strategies2:46
How to Measure ABM Success: Key Metrics3:25
Mapping an ABM Strategy for a Target Company
Assessment on ABM Framework & Models

The Importance of a Well-Defined ABM Strategy3:41
In this video lesson you will learn the importance and components of a structured ABM strategy
Aligning ABM with Business Goals & Sales Teams3:39
After watching this video lecture you will be able to understand the process and methods through which you can align marketing and sales teams to work as a cohesive unit for achieving ABM goals.
Creating a Structured ABM Playbook3:32
After watching this video lecture, you will learn the importance of a creating an ABM playbook and the 5 components that go into creating one.
Getting Buy-in from Stakeholders3:19
After watching this video lesson, you will be able to learn how to generate interest and buy-ins from stakeholders in your organization such as marketing teams, sales teams, customer success and finance for your ABM strategy
Making the Case for ABM Investment3:19
After reading this material, you will learn how to make a case with stakeholders for implementing ABM in your organization
Key Components of a Successful ABM Strategy2:47
After reading this material, you will be able to define what are the key components that go into developing a successful ABM strategy
Common Challenges in Implementing ABM4:26
After reading this lesson, you will have an understanding of what are the typical challenges in implementing ABM and how to overcome them.
Developing an ABM Strategy for Your Business
Assessment on ABM Strategy Fundamentals

The Criteria for Selecting High-Value Accounts3:43
In this video, you will learn the various crtierias you need to use to identify and select high value accounts for your ABM approach.
Using Data & Analytics for Account Selection3:34
In this video, you will learn how to use data analytics from internal and external sources to select the right accounts for your ABM strategy
Account Scoring & Prioritization Techniques3:48
In this video, you will learn how to do account scoring, the parameters, weights to apply and how to prioritize your accounts
Account Selection Frameworks2:29
Creating an Account Scoring Model
Assessment on Target Account Selection

Understanding Buyer Personas in ABM3:23
In this video , you will learn the importance of buyer personas in ABM and how to build them by using various data sources and insights
Gathering Intelligence on Target Accounts3:33
In this video you will learn the importance of gathering intelling about your target accounts how to go about doing this in an effecient and scientific mannere
Mapping Decision-Makers & Influencers3:28
In this video you will learn how to map various stakeholders in the buying process such as decsion makers, champions, gatekeepers and influencers.
The Role of Buyer Insights in ABM3:03
Tools & Techniques for Gathering Account Data2:46
Developing Buyer Personas for an ABM Campaign
Assessment on Buyer Persona Development

The Role of Personalized Content in ABM3:24
In this video you will learn the role of personalized content in ABM, how to create it and how to use it effectively
Mapping Content to the Buyer's Journey3:22
In this video, you will learn how to craft content for each stage of the buyer journey, from awareness to descion making.
Creating Hyper-Relevant Messaging3:08
In this video, we’ll explore how to craft messaging that resonates deeply with your target accounts and how to create hyper-relevant messaging for your target accounts.
Best Practices for Personalized ABM Content2:26
How to Optimize Engagement Across Platforms3:36
Developing a Personalized Content Plan for ABM
Assessment on ABM Content Personalization

Essential ABM Technology Stack3:23
In this lesson, you will learn the key tools and technologies that you need to keep in your arsenal when you start implementing ABM
Leveraging AI & Automation in ABM3:26
In this lesson, you will learn the importance of leveraging AI and automation in ABM and how it can benefit your execution
Using CRM & Marketing Automation for ABM3:30
In this lesson you will learn how to use your CRM and Marketing Automation tools to scale your ABM implementation
Leveraging AI & Data Analytics in ABM3:24
In this lesson, you will learn how to leverage artificial intelligence and data analytics to give a boost to your ABM strategy
Choosing the Right ABM Tools6:12
In this lesson, you will learn more about why tools are critical for ABM success and the required technology stack to run an effective ABM campaign
Case Studies: ABM Technology in Action3:58
Assessment on ABM Tools & Technology

Overview of Key Metrics to Track ABM Success3:31
In this lesson you will learn the key metrics that are required to keep track of your ABM approach
Understanding Account Engagement Score3:22
In this lesson, you will learn the importance of an account engagement score and the principles behind creating it.
Setting Up ABM Reporting Dashboards3:22
In this lesson, you will learn the importance of creating an ABM dashboard and how to set it up
Best Practices for ABM Performance Tracking5:03
Key ABM Metrics & Performance Indicators6:30
Assessment on ABM Performance Metrics
Creating an ABM Dashboard5:49
Creating an ABM Strategy Presentation3:31
In this lesson, you will learn how and what to create in your ABM presenation when you are going to pitch the idea to your client or your internal management team.

Requirements

There are no prequisites to take this course. You should have knowledge on how to use Excel and use the Internet. No prior ABM experience is required, but a basic understanding of B2B marketing, sales processes, and digital marketing concepts will be helpful.

Description

In today’s competitive B2B landscape, generic marketing tactics are no longer enough to engage high-value clients. Account-Based Marketing (ABM) is a strategic approach that enables businesses to focus on key accounts, personalize engagement, and drive higher revenue.

This course provides a comprehensive introduction to ABM, helping you understand how to align marketing and sales efforts to target the right accounts with the right message. Whether you are a B2B marketer, sales professional, entrepreneur, or growth strategist, this course will equip you with the skills to create and execute successful ABM campaigns.

Who Should Take This Course?

B2B marketers & demand generation specialists looking to improve lead quality
SaaS startups keen to close high value customers globally
Sales teams & account managers who want to close high-value deals faster
Business owners & entrepreneurs focusing on targeted growth strategies
Product marketing & growth professionals aiming to improve customer engagement
Students & aspiring marketers eager to develop a high-demand marketing skill

Why Take This Course?

Learn from practical, real-world examples and case studies
Gain hands-on experience with ABM tools and frameworks
Master data-driven techniques to track and improve ABM success
No prior ABM experience needed—just a basic understanding of B2B marketing

By the end of this course, you'll have a step-by-step ABM execution plan that you can apply immediately to generate high-quality leads, improve conversion rates, and boost business growth.

What the course contains

This comphrehensive course has over 8 lessons, 26 videos, 16 reading material, 8 quizes to test your learning and 6 practical hands-on labs where you can practice what you have learnt!

Are you ready to master Account-Based Marketing and take your B2B marketing game to the next level? Enroll now and start learning today!

Who this course is for:

Aspiring marketing leaders looking to learn ABM and apply it in their roles
Marketing Professionals – Digital marketers, demand generation specialists, and content marketers who want to drive engagement with high-value accounts
Sales Teams & Account Managers – Sales professionals and business development representatives (BDRs) aiming to improve lead quality and accelerate deal closures through ABM strategies.
Business Owners & Entrepreneurs – Founders and executives of B2B companies who want to align sales and marketing to focus on key accounts for growth
Growth & Revenue Leaders – CMOs, VP of Sales, and revenue operations teams looking to improve customer acquisition and retention through ABM.
Product Marketing Teams – Professionals responsible for positioning and messaging who need to tailor content for targeted accounts
Marketing & Sales Students – MBA students, marketing graduates, and aspiring sales professionals eager to develop ABM skills to stand out in the job market

Fundamentals of Account Based Marketing (ABM)

What you'll learn

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Course content

Introduction to Account Based Marketing5 lectures • 17min

ABM Framework and Models5 lectures • 16min

Defining an ABM Strategy7 lectures • 25min

Identifying & Selecting Target Accounts4 lectures • 14min

Building Account Insights & Buyer Personas5 lectures • 16min

ABM Content & Personalization Strategy5 lectures • 16min

ABM Technology & Tools6 lectures • 24min

ABM Performance Metrics7 lectures • 31min

Requirements

Description

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