Exclusively for ABM leaders and advanced practitioners

Some ABM challenges are too complex for a 30-minute presentation. The ABM Workshop brings experienced practitioners together in focused, closed-door sessions to tackle the challenges facing established and scaling ABM programmes.

No polished presentations. Instead, expect candid peer discussion, different perspectives and practical ideas you can take back to your own programme.

Designed for experienced ABM practitioners, each Workshop gives you the opportunity to:

• Compare approaches with peers facing similar challenges.
• Explore what’s working – and what isn’t across established ABM programmes.
• Challenge your thinking through open, confidential discussion.
• Ask the difficult questions that rarely get answered from the main stage.
• Leave with practical ideas relevant to your own organisation.

Ready to get into the detail?

Explore this year’s ABM Workshops below.

How to build an automated AI-Driven GTM engine step-by-step

AI is no longer just a tool for content creation or campaign optimization. The real opportunity is redesigning your entire go-to-market system around AI.

Most B2B teams are still applying AI in isolated use cases, generating copy, analyzing data, and automating tasks. But high-performing teams are using AI to orchestrate full GTM workflows across marketing, sales, and operations.

In this deep dive, we will walk through how to design and implement an AI-powered GTM system that transforms how pipeline is generated, prioritized, and converted across the entire GTM lifecycle.

You’ll learn how to structure workflows where AI continuously identifies target accounts and contacts, enriches and prioritizes buyers based on real signals, activates campaigns across channels, and routes insights directly to sales for action. This session goes beyond theory. You’ll leave with a system blueprint, workflow templates, and an operational checklist you can apply immediately.

Learnings: 

• Build a complete AI-powered GTM system across marketing, sales, and ops
• Design workflows for audience discovery, prioritization, activation, and sales routing
• Understand key decision points: where to automate, where humans stay involved
• Map AI-driven workflows to pipeline outcomes, including speed to lead, conversion rates, and efficiency

Led by:

Sumner Vanderhoof

CEO and Co-Founder

Propensity

Prove It: Closing the CEO–marketing gap with AI

A practical 60-minute workshop exploring how marketing leaders can prove business impact, connect GTM data to pipeline and revenue, and give CEOs and CROs the clarity to make better decisions faster.

Rather than starting with AI technology or another dashboard, the session starts with the real business questions marketing and leadership are trying to answer: What is marketing contributing? What is creating pipeline? Which accounts matter right now? Where should we invest? What should happen next?

Using the framework Question → Data → Signals → Decision → Action, the workshop shows how AI-powered workflows can bring fragmented GTM data together, turn signals into clear business answers, and help teams move from reporting to action faster. N.Rich AI will be used throughout the session to demonstrate these workflows in practice.

Led by:

George Storm, CRO, 
Sara Storm,SVP of Sales, 
Markus Ståhlberg, CEO, 
Josh Weale, Head of Marketing, 
N.Rich