Account-Based Marketing & Lead-Nurturing Strategy
Align marketing and sales around high-value accounts and long buying cycles. Participants define ideal customers, buying committees, account-specific messages, nurturing journeys, qualification rules, and pipeline measures.
Duration
6–12 hours
Level
Advanced
Course Type
Advanced Course
WORKSHOP FORMAT
Onsite / Online / Hybrid
Main Business Outcome
Improve conversion quality and coordination for complex B2B sales opportunities.
Target Audience
B2B marketing, sales, business development, key account teams, and professional-service firms
Learning Outcomes
- Define an ideal customer profile and select target accounts.
- Map buying-committee roles and information needs.
- Design account-specific content and engagement journeys.
- Align lead qualification and handoffs between marketing and sales.
Skills Learned
Key Topics
- Ideal customer profile
- account selection
- stakeholder map
- value propositions
- content journey
- lead scoring
- handoffs
- pipeline KPIs
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