Account-Based Marketing

TEACHING UNIT 1. MARKETING AND BUSINESS 1. The Fundamentals of Market-Oriented Management 2. Market Analysis 3. The Customer Relationship as a Strategic Key 4. From Traditional Marketing to the New Relationship-Based Marketing 5. Customer Loyalty Elements as a Strategic Key to Sales Management 6. Practical Content 7. Definition of the Concept of Marketing LEARNING UNIT 2. INTRODUCTION TO ACCOUNT-BASED MARKETING 1. What Is ABM? 2. How Does ABM Work? 3. When Should You Launch an ABM Project? 4. Digital Transformation and Business 5. Phases of an ABM project 6. Benefits of the ABM strategy 7. ABM and content marketing 8. ABM and inbound marketing LEARNING 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 Goals 7. Target Audience Segmentation 8. Planning a Content Marketing Strategy 9. Strategic Plan 10. Followers, Leads, Customers, and Prosumers 11. Tactical Plan 12. Editorial Calendar LEARNING UNIT 4. HOW TO IMPLEMENT AN ABM STRATEGY 1. Define Objectives 2. Define the Audience/Accounts We Want to Work With 3. Define the Customer-Company Relationship 4. Establish the Communication Strategy 5. One-to-Many Strategy 6. One-to-Few Strategy 7. 7. One-to-One Strategy TEACHING UNIT 5. IMPLEMENTATION: THE CUSTOMER 1. Get to Know the Customer 2. Improve the Customer Experience 3. Content Personalization 4. Cross-Selling 5. Upselling 6. Continuing to Attract and Retain Customers LEARNING UNIT 6. ANALYSIS OF RESULTS 1. Set a budget and determine the necessary financial and human resources 2. Action Plans for Times of Crisis: Manage Difficult Moments! 3. Key metrics to analyze on social media 4. Evaluation of results and improvement plans 5. Management, monitoring, and control tools 6. Tracking objectives 7. Learning from mistakes