Skills You’ll Gain
Segmenting market strategy campaign Optimization
What You’ll Learn
- Customer targeting insights to guide who you should target and how.
- Strategy over tactics—prioritize integrated campaigns across channels with a unified message and offer.
- Execution takes collaboration—everyone on the team must understand the plan.
Are you an AMA Professional Certified Marketer®️? This training is worth 2.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
About the Course
Go-to-market (GTM) leaders are realizing the importance of segmentation, relevant messaging and engaging content across every campaign they hope to run. ROI is the name of the game and clarity of message, strong segmentation and coordinated execution is critical to play.
In this session, we will walk through the four key steps to launch engaging marketing campaigns that leverage Account Based Marketing (ABM) technigues to identify your ideal customers. Shift your focus from individual leads to defining top accounts and priorities that will help inform your GTM strategy.
Skill Level: Beginner
13 Modules
Start the course off by learning a little about the instructor and setting the stage for what you will learn in the course.
Learn the meanings behind account based marketing and go-to-market as well as how they can support one another to create an impactful marketing experience.out the course.
Gain an appreciation for ABM by understanding how the marketing strategy has evolved through the years.
Set yourself up for success and start by understand the why of your company and the product or service you’re offering.
Understanding your target market is critical so you can drill down to different industry segments and select the right accounts to focus on.
Understand the different types of personas involved in your sales process and put in the work to create the right messaging for them.
Learn how to stay in tune with market trends so you can stay up you’re able to provide your customers with the products they want to buy.
Utilize several competitor analysis templates to better understand the landscape and learn how to differentiate yourself.
Learn how to take the information you’ve gained and create the right messaging and positioning for your products.
Learn everything you need to build out an engaging go-to-market plan from gaining alignment, creating content and a roll-out plan.
Ensure you are involving the right people and setting yourself up for success with a well-equipped team.
Focus on the future by looking at opportunities for phased growth over time.
Complete the course by taking an ungraded Knowledge Check and reviewing additional opportunities to continue learning.
Meet Your Instructor
Kimberlee West
Director of Product Marketing at Uniphore
Kimberlee is the Director of Product Marketing at Uniphore. Kimberlee leads a team helping to bridge the gap between humans and machines using voice, AI and automation to ensure that every voice, on every call, is truly heard. With over 10 years of experience in B2B and B2C marketing, Kimberlee is responsible for building the brand voice and enabling sales at Uniphore.
Kimberlee is skilled in building and scaling product marketing teams as being the lead for GTM. She is well versed in ABM, previously working at 6sense and being a regular speaker for the American Marketing Association for all things GTM – sales enablement, messaging and positioning.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
