{"id":140902,"date":"2023-12-01T08:26:44","date_gmt":"2023-12-01T14:26:44","guid":{"rendered":"https:\/\/www.ama.org\/?post_type=ama_courses&#038;p=140902"},"modified":"2025-07-31T12:43:56","modified_gmt":"2025-07-31T17:43:56","slug":"implementing-abm-in-your-go-to-market-campaigns","status":"publish","type":"ama_courses","link":"https:\/\/www.ama.org\/on-demand\/implementing-abm-in-your-go-to-market-campaigns\/","title":{"rendered":"Incorporating ABM in your Go-To-Market Campaigns"},"content":{"rendered":"\n<div\n\tclass=\"wp-block-ama-hero js-hero-slider splide\"\n\tdata-splide=\"{&quot;pauseOnHover&quot;:true,&quot;interval&quot;:5000,&quot;pagination&quot;:true}\"\n>\n\t<div class=\"wp-block-ama-hero__track splide__track\">\n\t\t<ul class=\"wp-block-ama-hero__list splide__list\">\n\t\t\t\n\n<li class=\"wp-block-ama-hero__slide splide__slide\">\n\t\t<figure class=\"wp-block-ama-hero__slide-image\">\n\t\t<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"3600\" height=\"2400\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/jason-goodman-Oalh2MojUuk-unsplash.jpg?fit=3600%2C2400&#038;resize=3600%2C2400\" class=\"wp-block-ama-hero__slide-image-attachment\" alt=\"\" style=\"object-position: 71% 60%\" \/>\t<\/figure>\n\t\n\t<div class=\"wp-block-ama-hero__slide-content\">\n\t\t\n\n<h2 class=\"wp-block-heading\" id=\"h-incorporating-abm-in-your-go-to-market-campaigns\">Incorporating ABM in your Go-To-Market Campaigns<\/h2>\n\n\n\n<p>Shift your focus from individual leads to defining top accounts and priorities that will help inform your GTM strategy<\/p>\n\n\n\n<p class=\"has-small-font-size\">Beginner | 2.5 Hours | 13 Modules<\/p>\n\n\n\n<p><strong>$99 for non-members | $49 for members<\/strong><\/p>\n\n\n\n<div class=\"wp-block-ama-product-purchase-button\">\n\n\t<div class=\"wp-block-buttons\">\n\n\t\t\n\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t<a class=\"wp-block-button__link\" href=\"https:\/\/www.ama.org\/checkout\/?add-to-cart&#038;quantity%5B141316%5D=1\">\n\t\t\t\t\tRegister\t\t\t\t<\/a>\n\t\t\t<\/div>\n\n\t\t\t<\/div>\n<\/div>\n\n\t<\/div>\n<\/li>\n\n\t\t<\/ul>\n\t<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-product-restriction\">\n\t<\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-skills-you-ll-gain\"><strong>Skills You\u2019ll Gain<\/strong><\/h2>\n\n\n\n<p><span class=\"lozenge\" style=\"font-family: var(--ff-primary);\">Segmenting<\/span><span style=\"text-align: center; font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\"> <\/span><span class=\"lozenge\" style=\"font-family: var(--ff-primary);\">market strategy<\/span><span style=\"text-align: center; font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\"> <\/span><span class=\"lozenge\" style=\"font-family: var(--ff-primary);\"> campaign Optimization<\/span><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-what-you-ll-learn\"><strong>What You\u2019ll Learn<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customer targeting insights to guide who you should target and how.<\/li>\n\n\n\n<li>Strategy over tactics\u2014prioritize integrated campaigns across channels with a unified message and offer.<\/li>\n\n\n\n<li>Execution takes collaboration\u2014everyone on the team must understand the plan.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-ama-product-purchase\">\n\t<form\n\t\tclass=\"product-purchase__form\"\n\t\taction=\"https:\/\/www.ama.org\/cart\/\"\n\t\tmethod=\"get\"\n\t>\n\t\t\n<div class=\"alert js-alert\" aria-visible=\"true\">\n\n\t\t<div class=\"alert__icon\">\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#1E2935\" fill-rule=\"evenodd\" d=\"M4.125 12A7.875 7.875 0 0 1 12 4.124a7.875 7.875 0 1 1-7.875 7.874zM12 3a9 9 0 1 0 0 17.999A9 9 0 1 0 12 3zm.041 5.28c.31 0 .563.253.563.563v4.5a.562.562 0 0 1-1.125 0v-4.5c0-.31.252-.562.562-.562zm-.562 7.313c0-.31.252-.563.562-.563h.011a.562.562 0 0 1 0 1.125h-.01a.562.562 0 0 1-.563-.562z\" clip-rule=\"evenodd\" \/><\/svg>\t<\/div>\n\t\n\t\t<p class=\"alert__text\">\n\t\tYou will gain access to this course for 90 days from purchase date.\t<\/p>\n\t\n\t<\/div>\n\n\t\t\t\t<div class=\"product-purchase__heading-wrapper\">\n\t\t\t<h2 class=\"product-purchase__heading\">\n\t\t\t\t\t\t\t\t\tEnroll Now\t\t\t\t\t\t\t<\/h2>\n\n\t\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\t<div class=\"product-purchase__product\">\n\t\t\t\t<div class=\"product-purchase__summary\">\n\t\t\t\t\t\t\t\t\t\t<p class=\"product-purchase__title\">\n\t\t\t\t\t\tIncorporating ABM in your Go-To-Market Campaigns\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"product-purchase__price-table\">\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__regular-price\">\n\t\t\t\t\t\t\t<span class=\"product-purchase__label\">\n\t\t\t\t\t\t\t\tNon-Member\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<p class=\"product-purchase__regular-price__current-price\">\n\t\t\t\t\t\t\t\t<span class=\"woocommerce-Price-amount amount\"><span class=\"woocommerce-Price-currencySymbol\">&#036;<\/span>99.00<\/span>\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__regular-price\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__label\">\n\t\t\t\t\t\t\t\t\t\t\tMember\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__tooltip\">\n\t\t\t\t\t\t\t\t\t\t\t\t<button type=\"button\" class=\"product-purchase__tooltip-trigger\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"screen-reader-text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tInfo\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#1E2935\" fill-rule=\"evenodd\" d=\"M4.125 12A7.875 7.875 0 0 1 12 4.124a7.875 7.875 0 1 1-7.875 7.874zM12 3a9 9 0 1 0 0 17.999A9 9 0 1 0 12 3zm.615 5.843c0 .31-.252.562-.563.562h-.01a.562.562 0 1 1 0-1.124h.01c.311 0 .563.252.563.562zm-.563 7.312a.562.562 0 0 1-.562-.562v-4.5a.562.562 0 0 1 1.125 0v4.5c0 .31-.252.562-.563.562z\" clip-rule=\"evenodd\" \/><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span\n\t\t\t\t\t\t\t\t\t\t\t\t\tid=\"tooltip-141316\"\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"product-purchase__tooltip-content\"\n\t\t\t\t\t\t\t\t\t\t\t\t\trole=\"tooltip\"\n\t\t\t\t\t\t\t\t\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\t\t\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\tAMA Members get best pricing for this training. Click on &#8220;Join AMA&#8221; at the top of the page to learn more.\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<p class=\"product-purchase__regular-price__current-price\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"woocommerce-Price-amount amount\"><span class=\"woocommerce-Price-currencySymbol\">&#036;<\/span>49.00<\/span>\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\ttype=\"hidden\"\n\t\t\t\t\t\t\t\tname=\"quantity[141316]\"\n\t\t\t\t\t\t\t\tvalue=\"1\"\n\t\t\t\t\t\t\t\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\n\t\t<input type=\"hidden\" name=\"add-to-cart\" value=\"\"\/>\n\t\t<input type=\"hidden\" name=\"redirect\" value=\"checkout\" \/>\n\n\t\t\t\t<input type=\"submit\" value=\"enroll now\" class=\"product-purchase__button\">\n\t\t\t<\/form>\n<\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"350\" height=\"350\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/AMA-PCM-2-5-CEU-Badge.png?w=350&#038;resize=350%2C350\" alt=\"\" class=\"wp-image-141313\" srcset=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/AMA-PCM-2-5-CEU-Badge.png?w=350 350w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/AMA-PCM-2-5-CEU-Badge.png?w=150 150w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/AMA-PCM-2-5-CEU-Badge.png?w=300 300w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/AMA-PCM-2-5-CEU-Badge.png?w=220 220w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/AMA-PCM-2-5-CEU-Badge.png?w=100 100w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=\"https:\/\/ama.org\/pcm\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2.5 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification. <\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-about-the-course\"><strong>About the Course<\/strong><\/h2>\n\n\n\n<p>Go-to-market (GTM) leaders are realizing the importance of segmentation, relevant messaging and engaging content across every campaign they hope to run. ROI is the name of the game and clarity of message, strong segmentation and coordinated execution is critical to play.<\/p>\n\n\n\n<p>In this session, we will walk through the four key steps to launch engaging marketing campaigns that leverage Account Based Marketing (ABM) technigues to identify your ideal customers. Shift your focus from individual leads to defining top accounts and priorities that will help inform your GTM strategy.&nbsp;<\/p>\n\n\n\n<p>Skill Level: Beginner<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading is-style-default\" id=\"h-13-modules\">13 Modules<\/h3>\n\n\n\n<div class=\"wp-block-accordion accordion \">\n\t\n\n<button class=\"accordion-header\">Module 1: Setting the Stage<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Start the course off by learning a little about the instructor and setting the stage for what you will learn in the course.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 2: Account Based Marketing and Go-To-Market<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Learn the meanings behind account based marketing and go-to-market as well as how they can support one another to create an impactful marketing experience.out the course.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 3: Evolution of ABM<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Gain an appreciation for ABM by understanding how the marketing strategy has evolved through the years.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 4: Know Your WHY<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Set yourself up for success and start by understand the why of your company and the product or service you&#8217;re offering.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 5: Know Your Audience<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Understanding your target market is critical so you can drill down to different industry segments and select the right accounts to focus on.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 6: Personas<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Understand the different types of personas involved in your sales process and put in the work to create the right messaging for them.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 7: Market Trends<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Learn how to stay in tune with market trends so you can stay up you&#8217;re able to provide your customers with the products they want to buy.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 8: Competitors<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Utilize several competitor analysis templates to better understand the landscape and learn how to differentiate yourself.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 9: Messaging and Positioning<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Learn how to take the information you&#8217;ve gained and create the right messaging and positioning for your products.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 10: Creating the Go-To-Market Plan<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Learn everything you need to build out an engaging go-to-market plan from gaining alignment, creating content and a roll-out plan.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 11: The Go-To-Market Team<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Ensure you are involving the right people and setting yourself up for success with a well-equipped team.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 12: A Phased Approach for Growth<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Focus on the future by looking at opportunities for phased growth over time.<\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header\">Module 13: What&#8217;s Next?<\/button>\n\n<div class=\"accordion-content\">\n\t\n\n<p>Complete the course by taking an ungraded Knowledge Check and reviewing additional opportunities to continue learning.<\/p>\n\n<\/div>\n\n<\/div> <!-- \/.accordion -->\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">Meet Your Instructor<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=1000&#038;resize=1000%2C1000\" alt=\"Kimberlee West\" class=\"wp-image-86993\" style=\"width:300px\" srcset=\"https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=1000 1000w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=150 150w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=300 300w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=768 768w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=220 220w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=739 739w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=600 600w, https:\/\/www.ama.org\/wp-content\/uploads\/2021\/09\/Kimberlee-West.png?w=100 100w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-kimberlee-west\">Kimberlee West<\/h3>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Director of Product Marketing at Uniphore<\/strong><\/p>\n\n\n\n<p>Kimberlee is the Director of Product Marketing at Uniphore. Kimberlee leads a team helping to bridge the gap between humans and machines using voice, AI and automation to ensure that every voice, on every call, is truly heard. With over 10 years of experience in B2B and B2C marketing, Kimberlee is responsible for building the brand voice and enabling sales at Uniphore.<\/p>\n\n\n\n<p>Kimberlee is skilled in building and scaling product marketing teams as being the lead for GTM. She is well versed in ABM, previously working at 6sense and being a regular speaker for the American Marketing Association for all things GTM \u2013 sales enablement, messaging and positioning.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\t<div class=\"roleblock\" style=\"\">\n\t\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-style-default\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"466\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?resize=620%2C466\" alt=\"\" class=\"wp-image-124435 size-full\" srcset=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=620 620w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=300 300w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=316 316w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=486 486w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=284 284w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=600 600w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\" id=\"h-ama-members-get-best-pricing\">AMA Members Get the Best Pricing<\/h2>\n\n\n\n<p>Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-tertiary\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ama.org\/ama-member-benefits\/\" target=\"_blank\" rel=\"noreferrer noopener\">Join &amp; SAVE<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n\n\n\n<div class=\"wp-block cards-container\">\n\n\t\t\t<h2>\n\t\t\tRelated Courses\t\t<\/h2>\n\t\n\t<ul class=\"cards\">\n\t\t\n\n<li class=\"card has-background has-white-background-color has-link\" itemscope itemtype=\"https:\/\/schema.org\/Article\">\n\n\t\t<div class=\"card__header\">\n\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"486\" height=\"365\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/On-Demand-Training_Data-Driven-Decision-Making-for-Marketers_Web-Card-620x466-1.jpg?resize=486%2C365\" class=\"card__img\" alt=\"\" itemprop=\"image\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/ImageObject\" \/>\t\t\n\t\t\t<\/div>\n\t\n\t<div class=\"card__body\">\n\n\t\t\t\t<p class=\"taxonomy has-xxxs-font-size has-grey-700-color is-uppercase\">\n\t\t\t Beginner | 1 hour\t\t<\/p>\n\t\t\n\t\t<h2 class=\"has-medium-font-size\" itemprop=\"name\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.ama.org\/on-demand\/data-driven-decision-making-for-marketers\/\" itemprop=\"url\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h2>\n\n\t\t\t\t\t<p>Sift through the buzzwords and identify the most important aspects of data, how to visualize that data and how to interpret those visualizations.<\/p>\n\t\t\n\t\t\n\t<\/div><\/li>\n\n\n\n<li class=\"card has-background has-white-background-color has-link\" itemscope itemtype=\"https:\/\/schema.org\/Article\">\n\n\t\t<div class=\"card__header\">\n\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"486\" height=\"365\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/12\/On-Demand-Training_Modern-Marketing-Strategy-and-Execution_Web-Card-620x466-1.jpg?resize=486%2C365\" class=\"card__img\" alt=\"\" itemprop=\"image\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/ImageObject\" \/>\t\t\n\t\t\t<\/div>\n\t\n\t<div class=\"card__body\">\n\n\t\t\t\t<p class=\"taxonomy has-xxxs-font-size has-grey-700-color is-uppercase\">\n\t\t\t Beginner | 3 Hours\t\t<\/p>\n\t\t\n\t\t<h2 class=\"has-medium-font-size\" itemprop=\"name\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.ama.org\/on-demand\/modern-marketing-strategy-and-execution\/\" itemprop=\"url\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h2>\n\n\t\t\t\t\t<p>Dive into digital marketing with real-world, prize-winning editorial content and strategies from Inc. Magazine.<\/p>\n\t\t\n\t\t\n\t<\/div><\/li>\n\n\n\n<li class=\"card has-background has-white-background-color has-link\" itemscope itemtype=\"https:\/\/schema.org\/Article\">\n\n\t\t<div class=\"card__header\">\n\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"486\" height=\"365\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/09\/On-Demand-Training_Managing-Stakeholders-Through-Listening_Web-Card-620x466-1.jpg?resize=486%2C365\" class=\"card__img\" alt=\"\" itemprop=\"image\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/ImageObject\" \/>\t\t\n\t\t\t<\/div>\n\t\n\t<div class=\"card__body\">\n\n\t\t\t\t<p class=\"taxonomy has-xxxs-font-size has-grey-700-color is-uppercase\">\n\t\t\t beginner | 2 hours\t\t<\/p>\n\t\t\n\t\t<h2 class=\"has-medium-font-size\" itemprop=\"name\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.ama.org\/on-demand\/managing-stakeholders-through-listening\/\" itemprop=\"url\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h2>\n\n\t\t\t\t\t<p>Implement the different levels of listening and experience the value of \u201cflipping the script\u201d with the key stakeholders.<\/p>\n\t\t\n\t\t\n\t<\/div><\/li>\n\n\t<\/ul>\n<\/div>\n<\/p>","protected":false},"author":168509,"featured_media":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","ama_format_tax":[165207],"ama_cohort":[],"ama_competency_model_tax":[],"ama_topic_tax":[21,165114,54],"ama_cost_tax":[],"ama_delivery_tax":[165208],"coauthors":[164987],"class_list":["post-140902","ama_courses","type-ama_courses","status-publish","hentry","ama_format_tax-on-demand-learning","ama_topic_tax-account-based-marketing","ama_topic_tax-gtm","ama_topic_tax-marketing-strategy","ama_delivery_tax-on-demand"],"featured_media_url":"","primary_term":[],"post_format":{"slug":"read","label":"On-Demand Course"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Incorporating ABM in your Go-To-Market Campaigns - American Marketing Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ama.org\/on-demand\/implementing-abm-in-your-go-to-market-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Incorporating ABM in your Go-To-Market Campaigns\" \/>\n<meta property=\"og:description\" content=\"Skills You\u2019ll Gain Segmenting market strategy campaign Optimization What You\u2019ll Learn Are you an AMA Professional Certified Marketer\u00ae\ufe0f? 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