I never could have done what I have done without the habits of punctuality, order, and diligence, without the determination to concentrate myself on one subject at a time.
Charles Dickens

Pretty much everyone in B2B Marketing will be familiar with the concept of Account Based Marketing. It’s been around for quite a while now and you can’t open LinkedIn without coming across an ABM expert or an article giving you statistics about the increased returns it brings. Its appeal is self-evident, especially when the traditional marketing funnel (casting wide nets, chasing endless leads) daily proves that activity doesn’t always equal results. The trouble is, the acres of content about ABM are often full of mystifying science, details of expensive ABM software and confounding jargon such as: psychographic data, ICP, total addressable market, and so on. If you’re already tight on both time and budget, you might feel ABM is one thing too many to start really digging into. And, quite frankly, fair enough.

However, as big believers in, and practitioners of, ABM, we’re here to tell you that it doesn’t have to be that complicated. At its core, ABM is not much more than applied common sense and it’s all about delivering real value - to your target audience, and to yourself in terms of increased return on investment.

If that sounds a little less alienating, this might be the workshop for you. We designed it with the help of our clients, keeping it as practical as possible and putting it into play with them, refining as we went along. It’s for anyone keen on the idea of ABM but either unsure where to start or lacking a clear structure to keep them on track. It’s for marketers who believe in strategy and focus, rather than being satisfied with a scatter gun approach, and it’s for sales teams who want real alignment and an open, mutually beneficial relationship with Marketing, rather than taking the traditional protective stance. It’s for leaders who are ready to stop guessing and start targeting.

We’ve found over the years that the best workshops are interactive, bespoke and hands-on. This isn’t theory or a lecture because everything you could ever possibly want to know about ABM is already out there and if it were as simple as taking some notes, you’d already be well ahead with your ABM campaigns. The work starts before the session, with us sending across questionnaires and/or conducting interviews to minutely pin down your specific business challenges, ambitions and to get a clear idea of your ideal clients. These workshops are not run to someone else’s template. Together, we’ll uncover what ABM really means for your world, define clear objectives and success criteria, and map out the early bones of your first campaign.

Because once you understand how to focus your efforts on the right accounts, the rest of your marketing starts to make a lot more sense.

The Workshop

If ABM still feels like something that succeeds in theory or for other people, the workshop will bring it home and make it achievable for you.

Once our team and your key people are in a room together, we will begin by collaboratively interrogating the information obtained in advance of the session, really exploring your goals and getting into the details of what makes your ideal clients, well, ideal. Then we will look at any potential obstacles and challenges that could be holding you back. From there, we get creative together: defining your target accounts, setting measurable objectives, and sketching out the structure of your first campaign.

It’s a practical, collaborative session that blends marketing strategy with real-world sales insight. Thus, you leave not just understanding ABM, but knowing how to apply it.

What You’ll Leave With

By the end of your session, you won’t just know what ABM is, you will have your initial steps mapped, your priorities aligned, and your plan taking shape. Every part of the workshop delivers something tangible, including:

• Defined ABM objectives - clear goals that match your business priorities

• A short list of target accounts - built from your real client data and insight

• The bones of your first campaign - messaging, channels, and approach mapped out

• Key metrics defined, so that you can track, measure and tweak as you go

• Sales and marketing alignment - a shared focus and common language between teams

• Ongoing support - access to the Webstars team for drop-in calls and check-ins, so that you have a built-in sounding board

• Next steps - a simple action plan to keep your momentum going

You’ll leave not just with direction, but with a partner in your corner - ready to guide, support, and help you keep moving long after the workshop ends. Because success is not just a one-off moment; it’s something we’ll help you build and refine, step-by-step.

What’s Next?

Get in touch if this sounds interesting. At the very least, we hope we’ve inspired you to give ABM another look.