Start working directly with accounts that we know will give us a good return on investment, if we set aside general campaigns that do not deliver the benefits we expect, it is possible. With the INESEM’s Course on Account-Based Marketing, you’ll learn how to personalise messages, offers and content for the accounts that most credits can offer us by focusing on improving the quality of our contacts. Essentially, we will establish micro marketing strategies for each client, so that we can be more effective and efficient. A team of expert lecturers will guide you on how to create unique messages that create value and produce high-impact brand messages for your customers and your company.
Sector-specific
Digital Marketing
200 hours
Account-Based Marketing
Digital Marketing
200 hours
Introduction
Objectives
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Understanding the Account-Based Manager and how to apply it to your business.
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Learn to identify What an audience! to go to and how.
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To master results of campaigns Account-Based Marketing.
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Manage and devise strategies effective marketing strategies.
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Assess knowledge of the Inbound Marketing and content marketing.
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To know the benefits that the ABM can bring to your business and learn how to build relationships long-lasting relationships with your customers.
Table of Contents
TEACHING UNIT 1. MARKETING AND BUSINESS
1. The fundamentals of market-oriented management
2. Market analysis
3. The customer relationship as a strategic priority
4. From traditional marketing to the new relationship-based marketing
5. Customer loyalty initiatives as a strategic key to sales management
6. Practical content
7. Definition of the concept of marketing
TEACHING UNIT 2. INTRODUCTION TO ACCOUNT-BASED MARKETING
1. What is ABM?
2. How ABM works
3. When should you launch an ABM project?
4. Digitalisation and business
5. Phases of an ABM project
6. Benefits of the ABM strategy
7. ABM and Content Marketing
8. ABM and inbound marketing
TEACHING UNIT 3. INBOUND MARKETING AND CONTENT MARKETING
1. What is Inbound Marketing?
2. Content Marketing
3. Viral marketing
4. Video Marketing
5. Online reputation
6. SMART objectives
7. Target audience segmentation
8. Planning the content marketing strategy
9. Strategic plan
10. Followers, leads, customers and prosumers
11. Tactical plan
12. Publication schedule
TEACHING UNIT 4. HOW TO IMPLEMENT AN AMB STRATEGY
1. Set objectives
2. Identify the audience/accounts we want to work with
3. Defining the customer-company relationship
4. Establish the communication strategy
5. One-to-Many Strategy
6. The ‘One to Few’ Strategy
7. 7. The One-to-One Strategy
TEACHING UNIT 5. IMPLEMENTATION. THE CLIENT
1. Get to know the customer
2. Improving the customer experience
3. Content personalisation
4. Cross-selling
5. Upselling
6. Continue to attract and retain customers
TEACHING UNIT 6. ANALYSIS OF RESULTS
1. Set a budget and identify the financial and personal resources required
2. Guidelines for times of crisis: How to cope with difficult times!
3. Key metrics to analyse on social media
4. Evaluation of results and improvement plans
5. Management, monitoring and control tools
6. Monitoring targets
7. Learning from mistakes
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