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The Evolution of Account-Based Marketing

Online | 11 a.m. - 2 p.m. Central

Building an Account Engagement Strategy

Account-Based Marketing (ABM) continues to be a buzz word in B2B marketing. While the concept is good, like many popular trends, organizations treat ABM as tactical execution instead of a business strategy.

To successfully execute ABM, marketers need to understand the strategic way to adopt and implement an Account Engagement Strategy. Instead of looking at ABM as something that runs parallel to your marketing efforts, an Account Engagement Strategy becomes central to how your company goes to market. The goal is to focus on the account first before a lead.

In this live, virtual training, we will deep dive into understanding Account Engagement, walk through the five steps to build an account engagement strategy and workshop examples of how you can get started.

Register prior to the event and you’ll receive access to review the training on-demand if you cannot make both full days of instruction. 

What’s Included

  • 3 hours of live instruction (starting at 11 a.m. Central)
  • Interactive Q&A and hands-on exercises
  • Resources, templates, tips and best practices

Member Price


Non-Member Price


After completing registration, you will receive a purchase receipt. We will email you the information for accessing this training closer to the event.

AMA Members Get Best Pricing and More

Not only do AMA members get discounts on trainings like this one, but they also receive exclusive content, downloadable tools, unlimited digital access to AMA academic journals and newly added benefits every week. It’s all for a low price of $149/year. (That’s only $12.42/month.)

Key Takeaways

  • Determine actionable steps to identify and engage your ideal target accounts
  • Learn how to transition from a lead-based to an account-based pipeline model
  • Understand how to increase alignment between sales and marketing to execute an account-centric GTM model

Who Should Attend?

Anyone responsible for enabling sales teams to sell. It’s perfect for product marketing professionals but will also benefit marketers tasked with growth and those who work in B2B.


Kimberlee West

Product Marketing Manager, Xactly

Kim has over 10 years of experience in B2B and B2C marketing partnering with sales, marketing, customer success and product teams to build insight-based growth and development plans. As a Product Marketing Manager, she is responsible for building the brand voice and enabling sales for Xactly’s newly acquired products. She is currently heading up the development of Xactly’s Solution Marketing and Account-Based Marketing initiatives to transition the company from being product-centric to customer-centric. 

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The Evolution of Account-Based Marketing