Sales & Marketing
Account-Based Marketing for Complex B2B Sales
This in-depth course develops directly applicable capability in Account-Based Marketing for Complex B2B Sales. It connects Account Selection and Tiering, Buying Committee and Account Insight, and Personalized Campaign Orchestration to the decisions, controls, and activities participants need to perform in their workplace.
Overview
Practical learning for workplace transfer.
This in-depth course develops directly applicable capability in Account-Based Marketing for Complex B2B Sales. It connects Account Selection and Tiering, Buying Committee and Account Insight, and Personalized Campaign Orchestration to the decisions, controls, and activities participants need to perform in their workplace. The five-module curriculum progresses toward ABM Planning Workshop, using evidence, scenarios, and work products appropriate to the subject.
Objectives
- Analyze account selection and tiering, including fit, opportunity, intent, relationship, and strategic-priority criteria.
- Configure or structure buying committee and account insight, including map roles, priorities, influence, and information gaps.
- Evaluate personalized campaign orchestration, including account propositions, content, events, executive outreach, and digital engagement.
- Manage measurement and revenue alignment, including coverage, engagement quality, meetings, opportunities, velocity, and revenue.
- Apply abm planning workshop, including select and tier a target account portfolio.
Target audience
- Professionals responsible for this subject area
- Managers, supervisors, and team leaders
- Analysts, specialists, engineers, or coordinators working with the relevant processes
- Project, implementation, assurance, or improvement team members
- Professionals preparing for broader responsibilities in this field
Program outline
A clear structure for the learning journey.
Program outline
Outline points are grouped in one designed block instead of being treated as separate module cards.
Module 1: Account Selection and Tiering
Fit, opportunity, intent, relationship, and strategic-priority criteria
One-to-one, one-to-few, and one-to-many program choices
Capacity-based tiering and exit rules
Module 2: Buying Committee and Account Insight
Map roles, priorities, influence, and information gaps
Combine CRM, sales, market, and public evidence
Create account hypotheses that sales can validate
Module 3: Personalized Campaign Orchestration
Account propositions, content, events, executive outreach, and digital engagement
Coordinate marketing and sales touches by buying stage
Govern personalization quality and approval
Module 4: Measurement and Revenue Alignment
Coverage, engagement quality, meetings, opportunities, velocity, and revenue
Account-level attribution and influence limits
Shared dashboards, review cadence, and resource reallocation
Module 5: ABM Planning Workshop
Select and tier a target account portfolio
Build one account engagement plan
Define sales roles, content, channels, and success measures
Materials provided
- ○ Course-specific presentation slides
- ○ Guided exercises, scenarios, or configured-environment activities appropriate to the subject
- ○ Course-specific worksheets, checklists, or calculation templates
- ○ Applied workplace case materials
- ○ 4D Certificate of Completion issued by 4D Training & Consultancy
- ○ Post-course support for implementation questions
Training Options
Programs can be delivered in-house, online, or in a blended format depending on your team's schedule, location, and learning objectives. When an external certificate or exam is included, certification rules and fees remain under the relevant awarding body's policies, while 4D provides the training and preparation support.
Why choose 4D
4D Training & Consultancy adapts the program to the client’s operating environment. Delivery combines structured explanation with subject-specific analysis, exercises, and implementation decisions so participants can transfer the learning to real responsibilities without implying vendor authorization.
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