Give your ABM Strategy an MOT

The ABM Garage is made up of small-group, interactive workshops, each focused on one of the biggest challenges facing ABM practitioners today.

There’s no presentation and no one-size-fits-all answer. Instead, each workshop puts a specific ABM challenge on the table for you to work through together – collaborating with other ABM managers and leaders, comparing experiences and exploring what’s actually working (and what isn’t).

Bring a pen and paper, your own experiences and a challenge you want to solve. Leave with tangible ideas, examples, approaches and guidance you can apply straight away.

Workshop 1: How can I improve measurement & attribution?

Measurement is the thing every ABM programme gets asked about – and the thing almost everyone struggles with.

What counts as success? How do you prove ABM is working when the sales cycle is long and messy? And how do you connect activity to pipeline and revenue when multiple teams and touchpoints are involved?

In this workshop, you’ll put your current measurement approach under the microscope, share the challenges you’re facing and compare them with practitioners trying to answer the same questions.

• You’ll come away with:

• A clearer sense of where measurement tends to break down – and whether others are hitting the same issues.
• Practical ways practitioners are tracking ABM impact without perfect data.
• Ideas for connecting ABM activity to pipeline and revenue, not just engagement.
• Honest discussion about which metrics actually matter to leadership – and which don’t.
• Approaches to attribution when multiple teams and touchpoints are involved.
• At least one thing you can try as soon as you’re back at your desk.

Session led by:

Scott Stockwell

Propolis Strategy and Engagement Expert

Propolis from B2B Marketing

Workshop 2: How do I get the business to own ABM?

ABM rarely fails because the strategy is wrong. It fails because the business never really owned it. Sales engages when it suits them. Leadership signs off, then moves on. ABM quietly stays "marketing's thing" right up until someone asks what it delivered.

This is a working session, not a presentation. You'll sit with people facing the same problem and work through it together: where alignment actually breaks down, why buy-in fades after the kick-off, and which battles are worth picking first. Barbara Stewart works with global enterprises on buyer experience and buying-group dynamics. Her argument is blunt: internal fragmentation becomes buyer friction. Buyers experience one business; teams behave like several. Get the inside right and ABM starts pulling its weight.

Expect honest conversation, shared frustrations, and ideas swapped between peers who are dealing with this right now. You'll leave with something you can try on Monday, borrowed from someone in the same position as you. Come with your own examples. Be ready to compare notes.

You’ll come away with:

• Where alignment actually breaks down, and why it's rarely a communication problem
• Practical ways others have got sales genuinely engaged, not just informed
• How to keep leadership committed after the initial sign-off
• Ways to handle scepticism without losing momentum
• One thing you can act on as soon as you're back at your desk

Session led by:

Barbara Stewart

Customer Experience Expert

Propolis from B2B Marketing

Workshop 3: How do I overcome content, personalisation & channel challenges?

Every ABM programme eventually hits the same wall: not enough content that speaks to specific accounts, personalisation that takes too long to deliver properly, and channels that don’t quite reach the right people.

In this workshop, you’ll put your content, personalisation and channel approach through its MOT, comparing what you’re doing with your peers and exploring how others are balancing relevance, scale and limited resources.

You’ll come away with:

• A clearer sense of where content and personalisation efforts are breaking down for others – and whether you’re facing the same issues.
• Practical ideas for scaling personalised content without a huge team or budget.
• Ways others are choosing and prioritising channels for different account tiers.
• Honest discussion about where automation and AI genuinely help – and where they don’t.
• Ideas for getting more mileage out of the content you already have.
• At least one thing you can go and try straight away.