B2B Marketing Playbook: Sales Enablement, Employee Ambassadors and Account-based Marketing (ABM) (401) (Half Day) | School of Marketing | ANA

B2B Marketing Playbook: Sales Enablement, Employee Ambassadors and Account-based Marketing (ABM) (401) (Half Day)

B2B Mastery Program 401
(Half Day Workshop)

Workshop Description
B2B marketers typically list account-based marketing (ABM) and sales enablement as top priorities. Sales teams often do not know what selling tools Marketing has created, so they don’t use them. Instead, salespersons create their own messages, presentations and marketing. The result: customer confusion, and weaker sales results.

Increasingly, as businesses struggle to hire the right talent, marketers also are called on to help recruit and retain employees through employer branding.

Employees are an underutilized marketing asset. In fact, research by LinkedIn shows that preparing employee ambassadors can increase your brand’s social media reach up to 20 times, compared with a brand’s official social media account. Yet a Gallup study found that 2 out of 3 employees don’t know what matters most to customers, and they don’t know what to say to customers.

Learn how to overcome internal barriers, so you can equip Sales and employees to deliver the right message to the right people at the right time:

  • Sales enablement – Align Marketing with Sales to define needs, create content that Sales will actually use, train Sales to use the tools, and deliver one clear, consistent experience to customers throughout the buying process.
  • Employer branding – As the competition for talent gets harder, marketers increasingly need to help companies recruit and retain employees by marketing the employer brand.
  • Employee ambassadors – Employees have social media audiences that can be 20 times larger than the official brand account. Learn to transform this opportunity into your marketing advantage.
  • Account-based marketing (ABM) – Help Sales land large deals and bring in big new accounts by focusing on a small set of buyers and customers, such as the company’s top 10 or 20 “must-win” customers. Learn to walk in buyers’ shoes, surround buyers with your message, magnify your brand presence, and build digital assets to mirror the sales conversation.

This is the fourth in a 5-part series, the ANA B2B Marketing Mastery Program, designed to improve overall B2B marketing proficiency through broad exposure to all facets and levels of B2B Marketing. Participants who complete the entire program master the key stages to successful B2B (or B2B2C) marketing including buyer insights, stakeholder alignment, demand gen, CX, brand differentiation, and more.

Pre-requisite: Participants must complete Level 101 of the ANA’s B2B Marketing Mastery Program (or have equivalent on-the-job knowledge) prior to taking this workshop.

Who is this workshop for?

  • Marketers who work closely with a sales force to win or retain large accounts. Managers and directors who want to work with Sales peer to peer, rather than being seen as order-takers.
  • Marketers who provide sales collateral and content such as PowerPoints, printed materials, and videos for Sales to use in virtual and physical meetings with customers. Marketing communications people, including specialists, managers and directors.
  • Marketers who work on employee communications and events, and marketers who are responsible for social media (organic and paid).

Workshop Benefits
The benefits of attending this workshop include the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to empower Sales by increasing the time they spend selling, and providing the tools they need to build customer preference and close sales.

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to work side by side with Sales to improve success rates through sales enablement and account-based marketing.

This workshop helps attendees improve marketing ROI by teaching them:

  • How to measure success, including revenue generated through sales enablement and account-based marketing.
  • How to extend your reach by enlisting employees as ambassadors for your brand, and why that matters.

This workshop helps attendees improve employee alignment and satisfaction by teaching:

  • How to build your employer brand to assist in recruiting and retention.
  • How to influence key stakeholders in the B2B marketing landscape.

Download the full agenda here


  • George Stenitzer

    George Stenitzer founded Crystal Clear Communications in 2014 to create inventive answers to marketing challenges. The Content Marketing Institute named George Content Marketer of the Year and BtoB magazine twice named him a Best Marketer. George teaches Content Marketing.