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Quick Facts

Medium Of Instructions	Mode Of Learning	Mode Of Delivery
English	Self Study, Virtual Classroom	Video and Text Based

Course Overview

The Account-Based Marketing course by ISB is an executive programme offered through the online mode of learning. It helps candidates align sales and marketing functions to drive target acquisitions. The ABM model is seen to secure multi-fold growth in contract values and marketing investments for enterprises.

Spread across five weeks of learning, ISB’s Account-Based Marketing course takes you through an interactive and first-hand experience of ABM tools. Other learning methods such as live examples, case studies, simulations, and projects are also employed to facilitate understanding in this vast subject of ABM study. Candidates are granted a certificate of completion issued by the Executive Education Centre of ISB- a leading B-School.

ISB’s Account-Based Marketing programme is taught by Professors DVR Seshadri and Piyush Kumar. Prof. DVR Seshadri is a Clinical full-time professor of Marketing and the Director of the Centre for Business Markets at ISB. Prof. Piyush Kumar is an Associate Professor of Marketing at the Terry College of Business and is the President of Statistics Inc.

The Highlights

Course completion certificate
Industry-expert instructor
Research-based teaching
Peer networking
Online course
Five-week course
Live virtual classes
Case reviews
Career-focused learning
Group discussions
Executive education course in marketing
Alumni networking

Programme Offerings

group discussions
Advanced curriculum Peer networking
Case Reviews
Research-based Training
Career-focused learning
completion certificate
Live Virtual Classrooms
Global Faculty

Courses and Certificate Fees

Certificate Availability	Certificate Providing Authority
yes	ISB Hyderabad

An additional GST at 18% is also applicable.
The programme is priced at Rs.85,000.
Candidates can choose to either opt for corporate training or self-learning packages.

Account-based marketing programme fee structure

Course Name	Fee
Account-Based Marketing programme (Self-Learning)	Rs.85,000 (additional 18% GST)

What you will learn

Marketing skillsSales skills

Learners of Account-Based Marketing online training programme will be able to:

Understand the limitations of the funnel-based sales approach
Appreciate ABM’s strategic imperative in a B2B context
Delineate the relationship between ABM and seamless customer journeys
Integrate marketing, sales, and digital strategy
Learn to gain efficiencies from a practical and focused customer selection process
Internally transform an organisation to derive the most significant benefits from ABM

Who it is for

Chief Experience Officer

ISB’s online course in Account-Based Marketing is a perfect fit for leaders in the fields of sales, marketing, digital strategy, analytics, and organisational transformation. CXOs who lead organisational structures towards ABM respectively are also ideal candidates for the programme. Consultants working with B2B clients on ABM also are fit to enrol in the course.

Admission Details

Students interested in pursuing the Account-Based Marketing programme by ISB can apply for the course by following the steps mentioned below:-

Visit the official course page at https://www.isb.edu/en/executive-education/online-programmes/account-based-marketing.html and read through the course offerings.
After going through the course offerings, click on ‘Apply Now’.
You will be redirected to an online application page. Choose the programme ‘Account-Based Marketing’ under the drop-down menu for the ‘Programme’ section.
Thereon, fill in details such as mobile number, full name, work experience, designation, zip, country, number of employees in the organisation, state and province, industry, PAN details, seniority, and a link to your online profile.
You will be informed about your application status within 24 hours.

Application Details

For learners of ISB’s Account-Based Marketing online training course, there is no need to fill a separate application form.

The Syllabus

Descriptions of Personas
Ways of Engagement
Journeys of current buyers
Disadvantages of engaging with target personas at target accounts
Difficulty in moving upmarket
Inability to close deals and progress pipeline
Missing fields of B2B Marketing

Introduction
Theory origins
Defining ABM
Supporting data and statistics

Criteria for account selection
Persona creation and account mapping
Content and plays

Revenue and ROI management
Account progress and implementation success
Account scoring models

Competence requirement
Team structure for successful ABM
Compensation and attribution
Coordination across sales and marketing teams
Budgeting for ABM
Making business cases for ABM
Timeline and success planning

Brands and customer selection
Framing customer expectations
Leveraging brands to strengthen relationships
Tracking brand sentiment

Introduction to the simulation and walkthrough
Briefing of projects
Content plans for both offline and online avenues- Content Maps

Discussions

Adjusting and piloting
Selling ABM to C-Suite
Getting budgets for ABM
AB marketer skills

ISB Hyderabad Frequently Asked Questions (FAQ's)

1: Are there any financial aids available?

There are no financial aids available to candidates wanting to pursue ISB’s Account-Based Marketing course.

2: How can I cancel my application to the course?

Applicants who wish to withdraw their application to the Account-Based Marketing programme by ISB will need to submit a written notification to the Marketing Services or at execed@isb.edu.

3: By when can I apply for the course?

Applicants are recommended to submit the online application well-before three months from the ISB’s Account-Based Marketing programme’s commencement date.

4: Whom do I contact in case of clarifications?

You can contact ISB’s representatives by writing a mail to execed@isb.edu or through telephone number +914023007041.

5: What is the course fee?

ISB’s Account-Based Marketing course is priced at Rs.85,000 for the self-study mode of learning. An additional 18% of GST is applicable on the final price.