• by Jess Nelson , April 26, 2017

Demandbase launched an online training program on Tuesday to help B2B marketers learn the fundamentals of account-based marketing (ABM). 

ABM is a popular B2B marketing strategy that targets key company accounts as a market of one, as opposed to targeting individual consumer prospects. Demandbase, itself a B2B marketing technology company, helps the account-based marketing initiatives of its customers via a suite of marketing solutions available in the Demandbase B2B Marketing Cloud.

Demandbase first launched its “ABM Certifications: Foundations” program in April 2016 as an in-person training program, and has since certified more than 1,000 B2B marketers. The “how-to” ABM training highlights how account-based marketing can be incorporated into a range of marketing strategies, including field marketing, demand generation, event marketing and digital marketing. 

“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,” states 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.”

Demandbase is now extending this same educational course online, available to any B2B marketers for a price tag of $389. The program is not restricted to Demandbase customers.

Demandbase has also unveiled a new as well as announced a new advanced course, “ABM Certification: Advanced,” to help users refine their ABM initiatives. For now, the advanced ABM certification program will only be available as an in-person tutoring.