Build your ABM skills. Put them to work straight away.

Get hands-on with expert-led workshops designed to build the skills behind better ABM. Learn from specialists, put new thinking into practice and leave with practical tools, frameworks and guidance you can apply straight away.

How to attend

Each Masterclass is a small-group, interactive workshop with limited places available. Reserve your chosen Masterclass in advance via the app to secure your place.

Who should attend?

The ABM Masterclass is for ABM practitioners who want to build practical skills and develop their capabilities, whether you're newer to the discipline or already leading an established programme

Turbocharge your ABM career

An interactive workshop to assess your skills and design your development

ABM has matured into a distinct career path, yet most practitioners have never had a structured way to assess where their skills stand – or where to focus next.

In this one-hour interactive workshop, you'll use Inflexion Group's ABM Competency Framework to assess your capabilities, see how your skills compare with peers in the room and the wider ABM community, and identify where to focus your development next.

Developed with Inflexion Group's Global ABM Leadership Forum, the framework draws on the experience of senior marketers running some of the world's most sophisticated ABM strategies. Expect to be doing, not just listening.

You'll:

• Assess your ABM skills anonymously against Inflexion Group's ABM Competency Framework.
• Benchmark your capabilities against peers in the room and the wider ABM community.
• Identify your strengths and development areas through live, real-time results.
• Learn from real ABM career experiences and practical advice.
• Leave with clear next steps for your own development.

You'll take away:

A personal ABM skills assessment and action plan you can use to guide your development, support performance conversations and revisit as your career progresses.

Workshop led by:

Bev Burgess

Chief Executive

Inflexion Group

From applause to pipeline: Measuring experiential ABM

Executive dinners, hosted roundtables, flagship podcasts, invitation-only briefings: experiential ABM is where the biggest accounts get moved, and the hardest place to prove it. There is no form fill, no click, no clean conversion. The room was full, the feedback glowing, and six months later the CFO asks what it was for.

This session gives you a working model for answering that question. Drawing on The Revenue Trail methodology and the new Propolis playbook Trail Markers, Michelle McCann shows how to treat experiential impact as diffuse by design rather than unmeasurable: what to capture before, during and after the experience, which signals carry commercial weight, and how to connect them to pipeline and revenue in language a finance director will accept.

You’ll leave with a measurement framework you can apply to your next experiential programme, and a way of reporting it that survives the boardroom.

What you’ll take away

• A five-step model for tracing experiential ABM activity through to commercial outcome
• The handful of signals worth capturing at each stage, and the vanity metrics to stop reporting
• A reporting structure that turns “the event went well” into a credible revenue conversation

Workshop led by:

Michelle McCann

Revenue Attribution and Commercial Marketing Expert

Propolis from B2B Marketing