|
所在平台: Udemy |
课程主页: https://www.udemy.com/course/abm_masterclass/
课程评论：没有评论
**Coursera 课程总结：基于客户的营销 (ABM) 大师班** 本课程旨在深入剖析备受关注但又容易引起混淆的“基于客户的营销”（Account Based Marketing, ABM）概念。课程将聚焦于其战略核心，使其原则适用于任何技术栈或业务类型。 **核心学习内容：** * **深入理解业务：** 掌握如何理解自身业务战略和核心市场进入模式。 * **销售语言与目标对齐：** 学会以销售的语言进行沟通，特别是在薪酬和目标设定方面，确保营销与销售的紧密协作。 * **战略性提问：** 掌握关键的提问技巧，以最大程度地减少“随机营销行为”，专注于驱动可衡量的成果。 * **实战案例与经验分享：** 通过真实世界的应用案例，学习其中的成功经验、失败教训以及职业生涯中的经验总结，了解ABM的“好”与“坏”。 **课程受益：** * 全面理解并应用ABM战略。 * 确保ABM策略与业务目标高度契合，实现最大化影响。 * 实现营销与销售的无缝对接。 * 有效避免资源浪费，减少低效的营销活动。 **课程框架：** 本课程摒弃了仅关注漏斗填充和技术供应商定位的局限，从**战略**出发，构建了贯穿客户生命周期的可扩展、可重复的ABM框架： * **漏斗顶部 (TOFU) 与需求生成：** 制定吸引潜在客户的策略。 * **销售周期支持与管道加速：** 协助销售团队推进交易。 * **客户增长与保留：** 通过交叉销售、向上销售和减少客户流失来扩大和维系客户关系。 **实践操作指南：** 课程提供具体的“如何做”指导，包括： * **客户选择与优先级排序：** 帮助销售团队高效地选择和优先处理目标客户。 * **营销活动与内容策略：** 创建更具针对性的营销活动和富含价值的内容。 * **渠道合作伙伴的ABM执行：** 学习如何通过渠道合作伙伴实施ABM。 * **SDR/ISR项目的规模化：** 构建可扩展的销售发展代表/内部销售代表项目。 * **ABM在交叉销售、向上销售和客户流失预防中的应用：** 利用ABM策略实现客户价值最大化。 **目标学员：** 本课程适合所有B2B营销从业者，无论您是希望提升现有ABM项目水平的资深ABM团队，还是刚刚起步、希望打下坚实基础并开启令人兴奋的ABM职业生涯的初学者，都能从中获益。
The concept of Account Based Marketing (ABM) is filled with buzzwords, big promises, and a fair amount of confusion. This course focuses on understanding the key principles of strategy that can be applied regardless of your technology stack or business type. Learn how to understand your business, talk the language of sales when it comes to compensation and aligned targets, and the critical approach of asking questions to ensure you minimize random acts of marketing while driving towards outcomes.Enjoy hearing stories of real-world applications, mistakes, and victories. This course goes into the good, the bad, and the ugly to learn from mistakes, successes, and lessons learned over a career.A few of the benefits you'll walk away from this course with:Understand your business strategy and key go-to-marketsAlign your ABM approach to ensure maximum impactEnsure tight alignment with salesReduce random acts of marketingMuch of the content on account based marketing is limited to filling the funnel and positioning the technology vendors in the space. In this course, we start with the strategy and create a scalable and repeatable framework throughout the entire customer lifecycle:Top of Funnel (TOFU) and Demand GenerationSupporting sales through the sales cycle and pipeline accelerationGrowing and retaining accounts through cross-sell, upsell, & reducing churnWe look at how to approach your account based marketing strategy with practical how-to's:Help sales account selection and prioritizationCreate more effective marketing campaigns and content strategiesExecute ABM with a channel partnerDeliver SDR/ISR programs that scaleLeverage ABM for cross-sell, upsell, and churn preventionThis class is for everyone in B2B marketing - from experienced or advanced ABM teams who want to take their programs to the next level to those just wanting to start and learn the foundations to springboard them into an exciting career. Everyone will benefit from this course.
