Digital Marketing · PPL

Account-Based Marketing Certification

data-start="60" data-end="213" class="PDq2pG_selectionAnchorContainer">A specialized program that develops expertise in Account-Based Marketing strategies to target, engage, and grow high-value business accounts effectively.

  • ⏱3 DaysDuration
  • ◈PPLAccredited
  • ◆₹11,999.00 Per delegate

This course is accredited by PPL

This is for all ppl accredited courses
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— The journey

Course Outline

What the programme covers, module by module.

Module 1: Introduction to Account-Based Marketing

  • ABM fundamentals
  • Evolution of ABM
  • ABM vs traditional marketing
  • Benefits of ABM
  • Business use cases
  • ABM framework

Module 2: Understanding B2B Buying Behavior

  • B2B buying journey
  • Decision-making units
  • Stakeholder mapping
  • Customer needs
  • Buying triggers
  • Relationship building

Module 3: Ideal Customer Profile (ICP)

  • ICP fundamentals
  • Customer segmentation
  • Target account selection
  • Market analysis
  • Qualification criteria
  • Prioritization techniques

Module 4: Buyer Persona Development

  • Persona creation
  • Role identification
  • Pain points
  • Buying motivations
  • Customer expectations
  • Persona mapping

Module 5: Account Research

  • Company research
  • Industry analysis
  • Competitor assessment
  • Business intelligence
  • Opportunity identification
  • Research tools

Module 6: Account Prioritization

  • Account scoring
  • Opportunity evaluation
  • Revenue potential
  • Strategic account selection
  • Prioritization models
  • Planning framework

Module 7: Sales & Marketing Alignment

  • Cross-functional collaboration
  • Shared objectives
  • Communication planning
  • Lead handoff
  • Pipeline alignment
  • Revenue collaboration

Module 8: Personalized Content Strategy

  • Personalized messaging
  • Content mapping
  • Value propositions
  • Industry-specific content
  • Customer-focused communication
  • Content planning

Module 9: Multi-Channel Engagement

  • Email outreach
  • LinkedIn engagement
  • Events and webinars
  • Digital advertising
  • Direct outreach
  • Customer touchpoints

Module 10: Email Marketing for ABM

  • Personalized emails
  • Account nurturing
  • Email sequencing
  • Engagement tracking
  • Follow-up strategies
  • Email optimization

Module 11: Social Selling

  • Professional networking
  • LinkedIn strategies
  • Thought leadership
  • Relationship development
  • Social engagement
  • Brand visibility

Module 12: ABM Campaign Planning

  • Campaign objectives
  • Campaign structure
  • Budget planning
  • Resource allocation
  • Timeline management
  • Execution planning

Module 13: Customer Relationship Management

  • CRM fundamentals
  • Account tracking
  • Contact management
  • Customer lifecycle
  • Opportunity management
  • Relationship maintenance

Module 14: Marketing Automation

  • Workflow automation
  • Lead nurturing
  • Campaign automation
  • Customer journeys
  • Task automation
  • Productivity improvement

Module 15: Account Engagement Analytics

  • Engagement metrics
  • Account activity monitoring
  • Customer interactions
  • Performance dashboards
  • Reporting
  • Insights generation

Module 16: Pipeline & Revenue Analysis

  • Pipeline tracking
  • Revenue forecasting
  • Opportunity analysis
  • Conversion metrics
  • Sales performance
  • Growth measurement

Module 17: Customer Retention Strategies

  • Relationship management
  • Customer success
  • Retention planning
  • Upselling opportunities
  • Cross-selling strategies
  • Long-term engagement

Module 18: ABM Performance Optimization

  • Campaign analysis
  • Continuous improvement
  • Performance benchmarking
  • Strategy refinement
  • Resource optimization
  • ROI improvement

Module 19: Technology for ABM

  • ABM platforms
  • CRM integration
  • Analytics tools
  • Data management
  • Automation platforms
  • Technology evaluation

Module 20: Scaling ABM Programs

  • Growth planning
  • Team collaboration
  • Process standardization
  • Expansion strategies
  • Operational excellence
  • Best practices

Module 21: ABM Strategy Development

  • Account strategy creation
  • Campaign roadmap
  • Performance planning
  • Success metrics
  • Business alignment
  • Strategic execution

Module 22: Capstone ABM Project

  • Target account selection
  • Personalized campaign design
  • Engagement strategy
  • Performance measurement
  • Business presentation
  • Project review 
— 01.2 · Is it right for you?

Who it's for & what's included

Pick a delivery method to see exactly who it suits and everything you receive.

Who it's for

Classroom

Best for learners who want face-to-face tuition and to network with peers in person.

What's included

Everything you get

  • ✓ Live instructor on-site
  • ✓ Printed workbook & materials
  • ✓ Group exercises & case studies
Who it's for

Online Instructor-Led

Best for learners who want a live instructor and a fixed schedule, without the travel.

What's included

Everything you get

  • ✓ Live instructor via video call
  • ✓ Digital workbook & resources
  • ✓ Session recordings
Who it's for

Self-Paced

Best for self-motivated learners who need maximum flexibility around work and life.

What's included

Everything you get

  • ✓ On-demand video lessons
  • ✓ Interactive quizzes
  • ✓ 24/7 access on any device
— What you will master

Course Objectives

01

Understand the principles and business value of Account-Based Marketing.

02

Identify and prioritize high-value accounts using structured selection frameworks.

03

Develop personalized marketing campaigns tailored to target accounts.

04

Align sales and marketing teams to improve customer engagement and revenue growth.

05

Measure account engagement and campaign performance using relevant business metrics.

06

Utilize CRM and marketing automation tools to streamline ABM initiatives.

07

Build long-term customer relationships through personalized engagement strategies.

08

Design and implement scalable Account-Based Marketing strategies for business growth.

— Questions answered

Frequently Asked Questions

What is Account-Based Marketing (ABM)?
Account-Based Marketing is a strategic approach that focuses marketing and sales efforts on specific high-value business accounts through personalized engagement and targeted campaigns.
Who should attend this course?
This course is ideal for B2B marketers, sales professionals, account managers, business development executives, and marketing leaders.
Do I need prior marketing experience?
A basic understanding of marketing or sales concepts is helpful, but the course covers the core principles of Account-Based Marketing from the beginning.
What practical skills will I gain?
You will learn account selection, buyer persona development, personalized campaign planning, CRM management, sales alignment, marketing automation, and performance analysis.
How can ABM benefit a business?
ABM helps businesses focus resources on high-value accounts, improve customer relationships, increase engagement, enhance collaboration between sales and marketing, and drive sustainable revenue growth.
— Trusted by learners

What our delegates say

★★★★★

"The structure, the practice exams, the instructor — all top tier. Passed first try."

AS
Aarti SharmaSenior Project Manager · TCS
★★★★★

"Best training I have attended. The content is exactly what modern projects need."

JD
James DonovanProgramme Director · Capgemini
★★★★★

"24/7 support actually means 24/7 — got help on my mock exam at 2am. Worth every dollar."

MO
Maya OkaforPMO Lead · Standard Bank

★ 4.8 / 5 from 12,000+ verified learner reviews on Trustpilot & Google.

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