3 November 2026 | B2B Marketing offices, Chancery Lane, London

Save £150 on training + conference pass
Early Bird pass I £1,299 + VAT I Book by 25 September.

87% of marketers using account-based marketing say it delivers the highest ROI in their mix

Account-based marketing is one of the most effective strategies available to B2B marketing and sales teams. But getting it right, especially for the first time, requires more than good intentions. You need a clear process, the right structure, and the ability to bring your organization with you.

This course gives you a complete, practical grounding in ABM, covering strategy, account selection, executive buy-in, and measurement. Delivered by renowned ABM expert Robert Norum, this course offers a hands-on, practical approach to mastering ABM principles.

Expect a complete guide to the fundamentals of ABM and how to effectively embed it within your business, real-world case studies that demonstrate ABM’s effectiveness, and practical tools and insights to implement ABM strategies that yield measurable results.

With over 750 professionals trained in the past three years, ABM Essentials is one of our most successful courses, empowering marketing leaders with the skills and knowledge they need to deliver impactful, personalised campaigns.

What you'll walk away being able to do

ABM only works when strategy, sales alignment, and execution all move together. This course gives you the tools to make that happen from day one. After completing this course, you’ll be able to:

• Make the internal case for ABM and pitch it convincingly to leadership and sales stakeholders.
• Select and segment the right accounts for 1:1, 1:few, and 1:many ABM approaches.
• Build a clear ABM strategy with messaging that resonates at the account level.
• Secure executive buy-in and get genuine sales engagement around your program.
• Apply the six-stage ABM process to plan and execute programs across all three tiers.
• Use research and insight to inform your targeting and measure whether your ABM program is actually working.

Who should attend?

• Those starting their ABM journey who want to implement a program for the first time.
• Marketing and sales professionals already running ABM who have hit roadblocks and want a clearer framework to move forward.
• Anyone responsible for account growth, pipeline, or client relationships who wants to understand how ABM can support their goals.

Course deliverables

• A verified certificate of completion you can add to your LinkedIn profile and CV.
• The full 100+ slide course deck covering everything from both sessions.

"The course content and delivery
was excellent." 

B2B Marketing Manager,
VirginO2 Group

"Robert's clear, expert delivery and making all levels of ABM maturity in the room feel welcome to contribute was a highlight."

Digital marketing, campaign and brand strategist,
EMCOR UK

"The course was very clear and concise. I gained a great understanding of the concept that can be implemented in the workplace." 

Senior Digital Marketing Manager,
Key Group

Meet the trainer

Robert Norum

ABM & Demand Gen Expert, Propolis from B2B Marketing