Demandbase, the leading B2B targeting and personalization marketing platform, announced the expansion of its ABM solutions into online training. The company launched the online version of its highly insightful and well-documented “ABM Certification: Foundations” program. This is the most comprehensive and practical “how-to” course on ABM available to B2B marketers.
Account-Based Marketing is steadily climbing the rungs of popularity among CMOs. However, the technology is yet to hit the right chord with marketers who haven’t moved beyond traditional CRM and automation stacks. Industry experts would agree that the lack of proper learning resources and practical training are hampering the prospects of ABM.
The launch of an online ABM certification ensures that B2B marketers get all the ABM-related resources at their fingertips along with an infinite opportunity to network with the top ABM exponents in the B2B market.
The program is open to all B2B marketers, not just Demandbase customers. The expansion of the ABM Certification program further establishes Demandbase as the leader in ABM, with the broadest set of customers and partners in the industry.
Demandbase Brings Classroom Study on ABM
Stating the commitment to make ABM technologies ubiquitous for marketing and sales campaigns, Peter Isaacson, Demandbase Chief Marketing Officer, says, “We’re committed to providing the best tools, support, and training to the B2B marketers leading the way in ABM implementation.”
The “ABM Certification: Foundations” course is the only comprehensive online ABM certification program developed by experienced ABM practitioners. It offers real-world tips on what works best for the day-to-day application of ABM, and it can help marketers who focus on a range of disciplines, from field marketing and demand generation to event marketing, digital marketing, and web marketing. Demandbase has thus far trained and certified more than 1,000 B2B marketers via the in-person version of the Foundations course, which was introduced in April 2016.
“Now that our ‘ABM Certification: Foundations’ program is available online, we’re making it easier and more accessible for B2B marketers around the world to unlock ABM’s potential.” — Peter Isaacson, Demandbase Chief Marketing Officer
The expansion of Demandbase’s ABM certification program comes at a time when ABM skills for B2B marketers have become increasingly important. Over just a few years, the focus has shifted from “What is ABM?” to “How can my company successfully implement an ABM strategy?” A 2016 SiriusDecisions survey revealed that more than 70 percent of B2B companies have staff who are fully or partially dedicated to driving ABM-specific programs.
Quick Overview of ‘ABM Certification: Foundations’ program
In addition to the new online offering of the Foundations course, Demandbase has also expanded its ABM certification program by adding an Advanced course. “ABM Certification: Advanced” rounds out the company’s offerings by going beyond the “how to” question to address “how to do it better.”
“ABM Certification: Advanced” will initially be offered in person, building on attendees’ base knowledge by helping them to both refine and scale their ABM strategies. The Advanced training is designed to help certified marketers continue to grow their ABM expertise by providing deeper skills and knowledge.
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Like the foundational certification, the Advanced certification was developed by B2B marketing professionals who use ABM daily and have tested out the methodologies taught in the course. Demandbase trained nearly 300 B2B marketing professionals in its ABM certification programs at the company’s Marketing Innovation Summit earlier this month. Two hundred of those professionals completed the Advanced program.
Online Course Follows the Success of its ABM Certification for SAP Marketers
Last year, Demandbase delivered the “ABM Certification: Foundations” course to ABM marketers at SAP.
“Demandbase has been a great partner, and its ‘ABM Certification: Foundations’ course allowed us to take a closer look at the inner workings of best-in-class ABM programs,” said Amy Craven, head of North America Marketing’s ABM program at SAP.
“We enjoyed learning from and working with seasoned ABM practitioners to further refine our own ABM program. It’s a hands-on experience that directly applies to our day-to-day goal of providing a superior experience for our more strategic customers.”