Account-based marketing (ABM) has become one of the most successful approaches to growing a B2B business in line with long-term business interests. With an ABM approach, campaigns can target specific accounts and the roles within them, and marketing and sales efforts are better aligned to deliver highly personalized experiences and create the relationships that stick. But really, how are you supposed to be amazing at ABM? One great way is by obtaining an account-based marketing certification. Whether you’re trying to impress with your understanding of the nuances, establish yourself as an ABM expert, or just make sure you’re ahead of the curve, an ABM certificate can greatly enhance your career.
This ultimate guide will walk you through everything you need to know: from what ABM certification is, to how you can get one, and the ways it can benefit your career.
So, What is Account-Based Marketing?
Before we dive into certifications, it’s important to have an overview of what account-based marketing actually is.
ABM is an extremely targeted business strategy; instead of targeting a broad audience, the marketing and sales teams work together to identify key accounts that each offer a high value to both companies. This strategy depends on coordinated efforts between sales and marketing to target accounts, get to the decision-maker, and nurture those accounts with hyper-personalized marketing efforts.
What makes it different from the traditional approach is its surgical approach that allows companies to efficiently win massive contracts and ramp up their sales pipeline.
Key Components of ABM:
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Discovering the most important target accounts
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Customizing messaging for these accounts
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Aligning sales and marketing under the same roof
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Quantifying engagement and ROI for accounts that matter most
With the increasing demand for professionals in the domain, the demand for reputable account-based marketing certificates has come to the fore.
What is ABM Certification?
ABM certification is a professional designation that indicates your mastery of account-based marketing concepts, techniques, and applications. Many institutions, including marketing academies and platform providers, provide such certifications in order to help professionals get a structured foundation about ABM.
These courses usually involve the key aspects of the ABM process, such as strategy development, campaign practice, and maximizing tech within your ABM frameworks. To successfully complete these classes, you often must take an examination to prove that you’ve learned what you were taught.
Certifications are a credibility stamp, proving to employers and clients that you know how to run your account-based marketing strategy successfully.
Benefits of ABM Certification
Sharpen Your Skills
With an ABM certification, you’ll have the expertise and resources to implement high-functioning ABM programs. By targeting the accounts that matter most and running campaigns that scale, certification brings you closer to solving the challenges that real-world use cases present.
Boost Your Career Prospects
ABM-skilled team members are in demand in marketing & sales. In competitive industries, for marketers, the certification can help set you apart from other candidates and land better roles.
Gain Hands-On Experience
Most ABM certifications consist of exercises in addition to live case studies, so not only do you learn the theory, but also how to apply the theory in practice.
Peer and Employer Credibility
Getting ABM certified, you’re instantly seen as an authority at your company. Certified professionals are more likely to be considered seriously by teams and employers for leadership positions or high-stakes initiatives.
Stay Updated
The evolution of marketing is fast-paced! Many programs also come with resources designed to help you stay up to date on the latest trends, technologies, and best practices in ABM.
The Best ABM Certifications to Consider
Not all certifications are made the same. These are some of the most well-known account-based marketing certifications to consider due to their reputation and content.
Certified in ABM Strategy by Demandbase Academy
One of the most well-known ABM certifications, this program focuses on strategy development, execution, and advanced personalization methods.
Terminus ABM Certification
Best for: The techy side of account-based marketing is what this program is known for specializing in with ABM tools and platforms, it’s also a great introduction for a beginner.
HubSpot ABM Certification
HubSpot has created a broad overview of ABM that is useful for marketers who want to wrap their head around the size and shape of ABM in a couple of hours. It’s a smart way to dip your toes into the water before inking a yearlong or two-yearlong commitment to a more intensive program.
ITSMA’s Account-Based Marketing Certification Programme
It’s that old six-to-eight-tenths of the IT sales cycle lays dormant until they want to buy. From the ABM trailblazers, this certification covers more advanced ABM strategies designed for the experienced marketer and enterprise teams.
ABM Leadership Alliance Certified
By the way, if you’re a sales manager or other executive, this program is really about aligning sales and marketing and shows you leadership-level strategies to scale ABM program.
Choosing the Right Certification for You
When choosing an ABM certification that works best for you, to get the most out of the program you’ll want to ask yourself what the certification will need to cover.
Experience Level
Are you new to ABM, or do you have some experience? Choose programs that are in the same profession and cater to your career level.
Learning Format
Find a format that works with your learning style. They can choose from live virtual sessions, in-person workshops and online selfpaced courses.
Course Content
Make sure the course includes practical skills that you can apply directly to what you want to achieve, whether that’s delivering campaigns, measuring ROI or engaging stakeholders.
Budget
Of course, certifications come at different price points. And, as much as free toolsœsuch as HubSpotoffer, others like ITSMA come with a cost, but can be a beneficial investment.
Studying for the Certification Exam
After you pick the certification that fits your needs, you should begin to prepare for the exam. Here are some tips for success.
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Read the course material closely and go through it on note pad.
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Become involved in practical exercises for an application of your knowledge.
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Enroll in study groups or forums to engage in discussions with classmates.
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Take your mock exams or quizzes to assess if you’re ready.
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Study regularly and you will be able to pass your exam the first time.
Life After Certification
Finishing your ABM certification is only the first step. Here’s what you may expect after getting your credential.
Career Potential
Get promoted to high-impact positions ranging from ABM Strategist to Marketing Manager to Director of Sales and Marketing with the help of this certification.
Networking
Some programs provide access to communities of fellow creatives or even alumni databases for you to network and collaborate with like-minded pros.
Industry/Workplace Recognition
You’ll see increased visibility and more credibility within your field or place of employment.
Begin Your ABM Journey
The true meaning of account based marketing is that it is not a strategy. It’s a way of thinking that sets companies up to win by concentrating targeted efforts on high-value opportunities.
And receiving your account-based marketing certificate is a pro move; Having a certificate will provide you with skills, tools and necessary credit to help guide you through this high-required field. Whether your goal is to get a promotion, lead ABM efforts or stay ahead of key industry trends, this certification is your place for success.
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