Join Ping Identity's Head of ABM, Marta George, and Charlotte Graham-Cumming, CEO of Ice Blue Sky as they reveal how they transformed a one-person ABM operation into a sophisticated, scalable programme that's now expanding through strategic partnerships with Accenture.
In this candid session, you'll discover how Ping Identity broke free from traditional ABM limitations by embracing an innovative, AI-driven approach that delivers:
Scaled Personalisation: Learn how proprietary AI technology (Cural.AI) enabled the creation of buyer-led content at unprecedented scale, allowing one ABM manager to engage multiple buying groups across large enterprises simultaneously
Buying Group Orchestration: See how innovative engagement technology (Curaley) helped build consensus within complex buying committees, dramatically improving campaign engagement across target accounts
Strategic Evolution: Understand how the right agency partnership enabled their ABM leader to shift from tactical execution to strategic leadership, accelerating programme maturity and results
Measurable Impact: Explore the metrics and outcomes that convinced leadership to expand ABM initiatives through partner channels
This isn't another cookie-cutter ABM case study. You'll hear the real story of how a tailored, collaborative approach beat out five competing agencies and delivered rapid time-to-value without sacrificing innovation or quality. Perfect for ABM practitioners looking to scale their impact, build internal buy-in, and move beyond traditional ABM playbooks.
Key takeaways include practical strategies for scaling ABM operations, leveraging AI for content velocity, and building the business case for programme expansion.

ABM isn't just a marketing tactic - it's a business-wide growth strategy. Yet, many organisations still struggle to embed ABM across sales, customer success, and leadership, leaving it siloed in marketing and failing to deliver full value. In this session, Modern will share findings from their 2025 research: The ABM Pulse alongside insights from their Make or Break ABM guide, which highlights the critical success traits - and the common pitfalls - that can define the outcome of your ABM programme. Through research benchmarking and real-world examples, we'll explore how leading organisations align teams, secure executive sponsorship, measure impact, and operationalise ABM as a business strategy. You'll leave with a clear framework to benchmark your ABM maturity, understand where you might be at risk of failure, and identify the proven levers to make ABM a sustainable growth engine. Format: Research insights → ABM Pulse + Make or Break themes Client fireside chat or case study → real-world lessons learned Action framework → “Make or Break ABM” success guide as a takeaway lens for attendees

Good, bad and ugly of 4 years of scaling an ABM program  
About ABM at UiPath  
How the program has evolved over the years (including ABM 1:1 and ABM 1:few) 
Our story of successfully scaling ABM 
Lessons from 1:1
Lessons from 1:Few
How we’ve seen success with AI + Automation 
Q&A 
This session will benefit delegates because we have extensive experience building ABM programs at leading brands outside of UiPath.  We will be able to provide attendees with the real insights that they want. We aren’t an agency – this is how we did it: balancing resources, management change and shifting priorities.