StretchLearn Course

Stop chasing leads. Win the accounts that actually pay.

The ICP work, account selection, sales alignment, multi-channel plays, and pipeline metrics that turn ABM from a buzzword into a revenue engine

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Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Most B2B teams treat ABM as a buzzword bolted onto the same spray-and-pray demand gen, then wonder why nothing closes. This course teaches the operating discipline: building an ICP from your own won-deal data, scoring and tiering a finite account list, mapping the six-to-ten person buying group, getting marketing and sales to agree on definitions and a service-level agreement, picking among 1:1, 1:few, and 1:many models, and wiring up intent data and a platform like 6sense, Demandbase, or HubSpot. You will leave able to choose target accounts defensibly, design a personalized multi-channel play, and report the only numbers that matter — engaged accounts, pipeline created, win rate, and deal size.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Explain what account-based marketing is, when it beats traditional demand generation, and the economics that justify it

Build an ideal customer profile from firmographic, technographic, and won-deal data, then score and tier a finite target account list

Map a B2B buying group and align marketing and sales on shared definitions, stages, and a service-level agreement

Choose between 1:1, 1:few, and 1:many ABM models and select fitting tooling and intent-data sources

Design and run a coordinated, personalized multi-channel play across ads, email, LinkedIn, web, and sales outreach

Measure an ABM program on account engagement, pipeline, win rate, deal size, and velocity rather than leads or clicks

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: What ABM Is and When It Wins

Build an accurate model of account-based marketing — the funnel inversion, when it beats traditional demand gen, the three models, and the economics that justify a focused program.

3 lessons

Flipping the Funnel: From Leads to AccountsContent · 45 min

Preview Enabled

When ABM Beats Traditional Demand GenerationContent · 45 min

LMS Access

The Three ABM Models: One-to-One, One-to-Few, One-to-ManyContent · 45 min

LMS Access

Module 2

Module 2: Picking the Right Accounts: ICP, Scoring, and Tiers

Build an ideal customer profile from your own data, score and rank a finite target account list, map the buying group, and source the data and intent signals that make selection defensible.

3 lessons

Building Your Ideal Customer ProfileContent · 45 min

LMS Access

Scoring, Ranking, and Tiering the Account ListContent · 45 min

LMS Access

Mapping the Buying Group and Sourcing the DataContent · 45 min

LMS Access

Module 3

Module 3: Aligning Sales and Marketing

Make ABM a joint sport — shared account selection and definitions, a service-level agreement, joint account plans, and the orchestration that keeps marketing and sales touching the same accounts at the same time.

3 lessons

Why ABM Lives or Dies on AlignmentContent · 45 min

LMS Access

Building the SLA and Joint Account PlansContent · 45 min

LMS Access

Orchestration: Coordinating Touches Across TeamsContent · 45 min

LMS Access

Module 4

Module 4: Plays, Channels, and Measuring What Matters

Run personalized multi-channel plays across ads, web, email, LinkedIn, and direct mail, then measure the program on account engagement, pipeline, win rate, deal size, and velocity instead of leads and clicks.

3 lessons

Designing Personalized, Multi-Channel PlaysContent · 45 min

LMS Access

The Metrics That Prove ABM WorksContent · 45 min

LMS Access

Launching, Iterating, and Scaling the ProgramContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

account-based marketingABMB2B marketingdemand generationsales and marketing alignmentideal customer profileintent datapipeline marketing