$Account-Based Marketing (ABM) 2.0 \u2013 Advanced techniques to drive B2B growth.$

Workshop Agenda

Introduction to Account-Based Marketing (ABM) 2.0 (20 mins)

Welcome & Introduction:
Brief introduction to ABM and its evolution to ABM 2.0.
Understanding why ABM 2.0 is essential for modern B2B growth and how it differs from traditional marketing.
Quick poll/questionnaire (via Zoom polls or chat) to understand participants' experience with ABM.
Core Concepts of ABM 2.0:
Key principles of ABM 2.0: Targeting high-value accounts personalization at scale and technology integration.
Benefits of ABM 2.0: Faster sales cycles higher conversion rates and improved ROI.
Real-life examples of successful ABM 2.0 campaigns in B2B.

Session 1: Key Elements of ABM 2.0 (30 mins)

Targeting the Right Accounts:
Defining your Ideal Customer Profile (ICP) and account segmentation strategies.
How to use intent data and analytics to find high-value accounts.
Virtual whiteboard activity: Use an online tool like Miro to collaborate and define ICP (participants share their thoughts and examples).
Personalization at Scale:
How AI and machine learning are transforming ABM 2.0.
Using tools for personalized messaging at scale (email social media ads content).
Examples of personalized B2B outreach (case studies).
Orchestrating Cross-Channel Engagement:
The importance of integrating marketing sales and customer success teams.
Using different touchpoints (email social media webinars direct outreach) to engage accounts.
Analytics and Data-Driven Insights:
Introduction to key metrics for ABM campaigns: engagement rates lead conversion and deal velocity.
Using data to optimize and refine campaigns.

Interactive Exercise 1: Define Your ICP and Segment Accounts (20 mins)

Activity:
After 10 minutes each group presents their ICP and segmentation strategy. Facilitator provides feedback and insights.

Session 2: Tools and Platforms for ABM 2.0 (25 mins)

Overview of ABM Tools and Platforms:
Introduction to popular ABM platforms (Demandbase Engagio Terminus LinkedIn Sales Navigator).
How CRM systems (e.g. HubSpot Salesforce) and marketing automation tools integrate with ABM.
Leveraging Technology for Targeted Campaigns:
Automating content delivery and lead nurturing for targeted accounts.
Using ABM tools for cross-channel campaigns (email social retargeting ads).
Demonstration of a simple ABM tool or CRM system integration (screen sharing session).

Interactive Exercise 2: Building Your ABM Campaign (25 mins)

Activity:
Define their target accounts.
Create personalized messaging (e.g. email templates LinkedIn outreach).
Select the right channels for engagement (email social media ads).
After the activity participants will share their campaigns with the group and the facilitator will provide feedback.

Session 3: Measuring and Optimizing ABM 2.0 Campaigns (15 mins)

Key Metrics and KPIs for ABM Success:
How to track account engagement campaign performance and ROI.
Adjusting strategies based on analytics (A/B testing feedback loops).
Refining Campaigns:
Continuous optimization using data-driven insights.
Real-time tweaking of content messaging and outreach strategies based on performance.

Q&A and Closing Remarks (10 mins)

Q&A Session:
Open the floor for questions and interactive discussions (participants can use the chat or unmute themselves).
Wrap-Up & Additional Resources:
Encourage participants to reach out with any further questions or to book a follow-up consultation.