Are you confident that account-based marketing is the right strategy for your organization, but don’t know how to get started? Are you looking for actionable advice and a concrete plan that doesn’t require investing thousands of dollars in software out of the gate? If so, this workshop is for you.
In this hands-on workshop, you will run through the process of planning an account-based marketing (ABM) program from end-to-end. Small group exercises will help you nail your strategy and tactics so you’ll leave with a solid plan in hand. Our expert presenter will share experience from successful ABM programs, along with a few hard lessons when things didn’t go as planned.
May 23, 2023
8:30am to 2:30pm
Harley Davidson Museum
400 W Canal St
Milwaukee, WI 53201
Topics Include
- What is ABM? A clear and concise definition
- Making the case for ABM at your organization
- The difference between demand generation and ABM
- Target account identification
- Three different types of ABM and how to pick the right one for you
- The pipeline approach to sustainable ABM programs
- Persona definition and the role personas play in a successful ABM program
- Stage and play definition
- Account disposition and nurturing
- Sales outreach structure
- Mapping messaging, content and channels to the buyers’ journey
- Measuring success and applying continuous improvement
The best part is, because it’s a live workshop, you can ask our expert presenter questions along the way, even those very specific to your business or market.
What’s Included
- 5+ hours of in-person instructor interaction, hands-on exercises, and access to our expert presenter who can answer specific questions about your strategy, market or business
- A comprehensive workbook filled with in-class activities and important take-aways
- Breakfast, Lunch and snacks, since it’s hard to open your mind when your belly’s not full
Workshop Agenda
7:45am Registration, Networking & Light Breakfast
8:30am Presentation & Exercises
10:00am Break
10:15am Presentation & Exercises
12:00pm Lunch
12:30pm Presentation & Exercises
1:45pm Break
2:00pm Final Thoughts / Q&A
2:30pm Wrap-up
Additional Details
- Ample parking is available
- A light breakfast and coffee will be available upon arrival
- Lunch will be served at 11:45am – please provide any dietary restrictions or allergies during registration and we will do our best to accommodate
- Full refunds (minus fees) are available up to 7 days in advance of the workshop
- It’s important that we can address the questions of each company in attendance so we are capping the workshop at 50 people. We expect a sell-out, so get your tickets early.
About Your Presenter
Steve Robinson is the Founder and CEO of Brilliant Metrics. In addition to leading the team at Brilliant Metrics, he is an instructor on various aspects of digital marketing with the UW-Milwaukee School of Continuing Education.