This course contains the use of artificial intelligence.
Led by Dr. Amar Massoud, a seasoned expert with decades of academic and professional experience, it combines cutting-edge AI support with human insight to deliver content that is precise, practical, and easy to follow. You’ll gain the clarity of structured learning and the confidence of being guided by a recognized authority.
In today's competitive B2B landscape, a "one-size-fits-all" marketing approach no longer delivers results. That’s where Account-Based Marketing (ABM) steps in—offering a focused, high-impact strategy that aligns sales and marketing teams to win key accounts. This course is designed to walk you step-by-step through every phase of a successful ABM program, from selecting the right accounts to executing hyper-personalized campaigns and tracking real revenue impact.
You’ll start by understanding the core principles of ABM, including how it differs from traditional marketing and why it works especially well in high-value B2B contexts. We’ll help you define your Ideal Customer Profile (ICP) and Buyer Personas using real-life templates and case examples.
Next, you'll learn how to build your target account list using CRM data, intent signals, and predictive analytics. From there, we’ll dive into crafting highly personalized ABM campaigns using multi-channel engagement—including email, LinkedIn, and virtual events—to reach your decision-makers where it matters.
The course also teaches you how to use automation platforms like HubSpot, Salesforce, and Marketo, and how to scale personalization using AI-powered chatbots, predictive content, and dynamic workflows.
What sets this course apart is its hands-on format. You'll apply each concept through interactive templates, audit checklists, AI tools, and a final project where you’ll build your own ABM strategy tailored to a real or fictional company.
Whether you’re a B2B marketer, sales professional, consultant, or growth strategist, this course will help you increase pipeline velocity, drive engagement, and improve close rates with accounts that truly matter.
