Training Course in Account-Based Marketing (ABM)

Course Outline

Module I: Introduction to Account-Based Marketing (ABM) & Target Account Selection

• Introduction to Account-Based Marketing (ABM)
• Overview of business models (B2B, B2C, and B2G) and how they relate to ABM
• Introduction to key metrics in ABM strategy – Time to First Value (TTFV), deal size, customer lifetime value, and customer acquisition cost
• Overview of ABM tools Apollo, Lusha, PhantomBuster, and LinkedIn Sales Navigator

Tools and Activities

• Explore Apollo, Lusha, PhantomBuster, and LinkedIn Sales Navigator interfaces

Module II: ICP Generation & Target Account Identification

• Understanding Ideal Customer Profile (ICP)
• Using firmographic, technographic, and intent data to build ICP lists
• Generating target accounts/organizations using prepared ICP lists
• Organizing target accounts in the CRM by country, sector, industry, and economic segments (public, private, and not-for-profit)

Tools & Activities

• LinkedIn Sales Navigator: Use advanced filters and buyer intent to identify ICP-fit accounts
• Apollo: Develop ICP using filters like industry, tech stack, job title, revenue
• Activity: Develop your ICP and extract a list of 20 target accounts with decision-makers using Sales Navigator and Apollo

Module III: ICP Enrichment & Lead Sourcing

• Sourcing and adding verified leads/contacts within target accounts or organizations to email sequence lists and CRM
• Targeting key decision-makers (C-suite contacts)
• Automating the enrichment of accounts using AI-powered features
• Scraping public data from LinkedIn and other platforms to collect leads at scale
• Validating contact accuracy and quality for effective outreach

Tools & Activities

• Lusha: Enrich accounts with verified contact details of key decision-makers
• Apollo: Export enriched contact data with fields such as email, LinkedIn URL, job title, and more
• PhantomBuster: Scrape lead data from LinkedIn search results and profiles, and automate list building
• Activity: Select 10 ICP-fit accounts and enrich 2 to 3 leads per account using Lusha, Apollo, and PhantomBuster. Export and prepare the final lead list for CRM upload or sequence launch.

Module IV: ABM Workflows: CRM Integration & Automated Email Sequences

• Integrating ABM tools with CRM (e.g., HubSpot, Salesforce)
• Plotting customer journeys and building automated email sequences (drip campaigns) using tools like Brevo and Mailchimp
• Segmenting leads based on behavior for tailored sequences
• Setting triggers and conditions for dynamic outreach (e.g., open, click, no response)
• Monitoring sequence performance (open rates, reply rates, bounce rates) and optimizing accordingly
• A/B testing for messaging efficiency and personalization

Tools & Activities:

• Email Sequences: Build and launch automated cold email sequences with Brevo
• CRM Integration: Sync enriched leads from Apollo to your CRM
• Activity: Create and schedule a 4-step email sequence using Apollo; set rules for lead scoring and CRM syncing
• Repeat the above tasks with Lusha

 Module V: Omni-channel Lead Engagement & Account Expansion

• Engaging contacts across multiple channels (email, SMS, LinkedIn, and other social platforms)
• Using automation for multi-touch outreach (without spam)
• Account penetration and expansion (adding more contacts per account)

Tools & Activities:

• LinkedIn Sales Navigator: Identify secondary decision-makers (multi-threading)
• Activity: Use Sales Navigator to automate engagement with 10 target leads on LinkedIn (viewing profiles, sending connection requests)

Module VI: ABM for B2B vs B2C: Engagement to Conversion

• Key differences in ABM strategy for B2B and B2G vs B2C (Time to First Value, Deal size, customer lifetime value, and lead engagement workflows)
• Measuring engagement across channels
• Tracking lead conversion (from warm leads to opportunities)
• Optimizing messaging and timing follow-ups

Tools & Activities:

• Apollo Reports: Track email opens, replies, and bounce rates
• Activity: Map one B2B and one B2C buyer journey from awareness, engagement, conversion, and identify key metric gaps

Module VII: Advanced ABM Strategies

• Using lead generation Ads for ABM campaigns
• Sales and marketing alignment through collaborative workflows
• Defining ABM metrics and attribution models to measure effectiveness (e.g., ROI, ROAS, customer lifetime value, deal size, sales pipeline volume, and conversion)