Mike Scott
13/02/2025
Securing corporate sponsorship in higher education (HE) has never been more crucial—or more competitive. Traditional sponsorship outreach methods often fall short, relying on mass marketing approaches that fail to resonate with potential sponsors.
This session introduces Account-Based Marketing (ABM) as a strategic, highly targeted approach to sponsorship. Attendees will learn how to identify the right corporate partners, craft personalised proposals, and build long-term relationships that go beyond financial support.
This workshop is tailored to your institution’s specific sponsorship goals and challenges. Whether you want to focus on a particular industry, refine your outreach strategy, or train your whole team, we can adapt the session to meet your needs.
Apply ABM to attract and secure corporate sponsorships that align with your institution’s brand and strategic objectives.
Use ABM to build meaningful, long-term relationships with industry partners and maximise sponsorship opportunities.
Gain insights into structuring personalised sponsorship proposals that align with corporate objectives and academic initiatives.
Leverage ABM to enhance alumni and donor engagement by identifying and targeting the right corporate sponsors for university programmes.
A brief introduction to the workshop, followed by an interactive activity to understand participants’ sponsorship challenges and experiences.
An overview of the challenges in securing sponsorships in HE and why traditional outreach methods no longer work. Learn how ABM offers a more strategic, personalised approach to winning corporate partners.
A structured walkthrough of the ABM process, covering:
An open discussion to address participant questions, followed by practical takeaways and an action plan to start applying ABM strategies to sponsorship outreach.
This workshop is designed for HE professionals involved in sponsorship and partnership development, including marketing teams, business engagement managers, faculty members, and fundraising teams.
No prior experience is necessary! This workshop is suitable for both beginners and those already engaged in sponsorship efforts who want to adopt a more strategic, targeted approach.
Yes, participants will receive a workshop summary, key takeaways, and a practical action plan to help implement ABM strategies in their sponsorship outreach.
Yes, the session will be recorded, and participants will have access to the recording after the workshop. Details on how to access it will be provided after the session.