2025 Agenda
The agenda features 50+ expert ABM speakers across 5 content tracks. This is where you'll find all the detail, frameworks, benchmarking, and peer learning you'll need to make ABM a success in your organisation.
This is an invite-only roundtable.
As B2B marketing becomes ever more complex, leaders are being asked not just to generate leads, but to transform their organisations into account-based businesses where strategy, metrics, and cross-functional alignment centre on high-value accounts.
This roundtable brings together senior marketing leaders to dive into the real challenges and strategic pivots required to lead that transformation. Align marketing, sales and customer success around shared account plans and joint metrics. Learn and share with each on how to:
- Reallocate budgets and reshape team structures to support account-based models
- Gain buy-in from executives and boards (and prove ROI along the way)
- Apply frameworks, benchmarks and tools that have been tested in market not theory to drive change
- Build skills and mindsets within teams to move from campaign centric thinking to account centric growth
Share your stories: what’s worked, what’s stalled, and what emerging practices are unlocking value.
Track: Keynote
In today’s high-pressure market, marketers must do more than generate leads—they must drive growth, influence strategy, and prove commercial impact. Discover why ABM is the Operating System for the Commercial Marketer, uniting sales, marketing, customer success, delivery, and partners around the customer. Learn how to orchestrate the specialised applications that run on this system, from Shift Left branding to Shift Right lifetime value. We’ll explore how Generative AI is the essential accelerator, transforming insight and personalisation to make this comprehensive approach scalable for the first time. The time for ABM to drive the business is now.
Key Takeaways
Discover why ABM is not a departmental tactic but the primary go-to-market strategy that transforms revenue professionals into Commercial Leaders. Learn the "shift left, shift right" framework that extends influence from early account engagement through post-sale expansion—requiring seamless collaboration between marketing, sales, and customer success. Explore partner-based ABM as an ecosystem multiplier and AI-powered insights that maintain human connection at scale.
Master the cross-functional approach that positions revenue teams as the unifying force your organisation needs. Walk away with a roadmap for becoming accountable for customer lifetime value—the strategic business partnership executives demand across all revenue functions
Key themes
• The Commercial Marketer Imperative: Why marketing professionals must prove business value, not just functional metrics
• The ABM Framework: How an account-based strategy naturally develop commercial leadership skills
• Shift Left Strategy: Early engagement through account-based branding before prospects are "in market"
• Shift Right Execution: Extending influence through sales cycles into post-sale expansion and advocacy
• Partner-Based ABM: Leveraging ecosystem relationships to amplify account penetration
• AI-Powered Scale: Using technology for deeper insights while maintaining authentic human connection
• Leadership Transformation: Practical steps to become the commercial leader your business demands
Take outs:
- For Marketing Leaders: Transform from campaign managers to strategic business partners
- For Sales Leaders: Leverage ABM for complex buying group orchestration and account expansion
- For Customer Success: Apply ABM principles to drive retention, growth, and advocacy
- For Business Leaders: Understand how ABM unifies revenue functions around customer-centric growth
Track: Keynote
Is account-based marketing enough, or is account-based engagement the real game-changer? In this session, Jon Moger will share the inside story of how Genesys built its ABE strategy, the challenges faced along the way and the practical lessons every ABM practitioner can apply. Expect candid insights, actionable takeaways and a fresh perspective on the ABM vs. ABE debate.
Track: Keynote
Sales and marketing alignment has long been the holy grail of B2B go-to-market. But in the era of ABM, alignment is no longer optional, it’s the engine that drives revenue. This panel brings together seasoned sales and marketing leaders who have successfully broken down silos, built shared account strategies, and used ABM to accelerate growth.
Attendees will gain actionable insights into how organisations can: Move from alignment to true partnership Build shared metrics and KPIs that matter to both sides Leverage data and technology to stay focused on the right accounts Create account journeys that feel seamless to the buyer
Track: Keynote
AI is revolutionising ABM - supercharging targeting, scaling outreach, and driving measurable efficiencies. But as automation accelerates, we risk buyers becoming increasingly faced with sameness, inauthenticity, and a sea of synthetic personalisation.
Based on research with over 250 ABM Leaders and 500+ campaigns, we’ll show how marketers are rethinking the role of brand, events, and emotion in a world of synthetic personalisation, and how forward-thinking teams are re-imagining the role of ABM in delivering both commercial and creative impact
Track: 3 | Turn data into pipeline
Everyone’s got a playbook for ABM. But sometimes the best guidance doesn’t come from a framework, it comes from a piece of advice that sticks…
In this session, Stef Iacono shares the three best pieces of advice that shaped how he approaches ABM and revenue marketing — from staying close to sales, to building the right structures and rhythms, to knowing what not to do.
Along the way, Stef will break down how to operationalise ABM into consistent pipeline and revenue by creating a shared cadence across marketing, sales, and RevOps.
You’ll see what a real revenue operating rhythm looks like in action — from key meetings and team rituals to the “Win the Week” framework that keeps everyone focused on impact.
You’ll leave with:
- A practical operating model that brings ABM to life
- A calendar template for key GTM touchpoints
- Real examples of how collaboration turns signals into systems — and systems into revenue
Track: 2 | Successful stakeholder alignment
Trust is the biggest issue facing B2B marketers in the late 20s, mainly due to the exponential rise in the use of AI, which is making it harder and harder for buyers to find the information they need from the sheer wall of content ‘noise’ – as well as providing opportunities for nefarious actors.
Strategic thought leadership is the most powerful and effective means for marketers to build trust and influence buyers – but it’s expensive, complex and time consuming, and that puts many brands off. So how are marketers using AI to break down the barriers to strategic thought leadership, and in turn address the trust crisis which AI itself has helped bring about?
In this session, we’ll explore both the challenges and opportunities that AI is creating around though leadership, how the technology is continuing to evolve to push back the boundaries of what’s possible in the future, and how leading B2B brands, marketers and agencies are using it now to drive successful thought leadership.
Track: 1 | Design your strategy
Discover how lean, insight-led 1:1 ABM can deliver big results without big spend. I’ll share proven, creative tactics like personalised direct mail, custom content and executive engagement that have driven real commercial impact across the sales cycle.
Perfect for marketers under budget pressure who want practical, high-impact strategies to engage key accounts and prove ROI.
Lisa has worked in ABM for over six years and during that time, she's seen a lot of hype especially around big-budget campaigns and heavy agency involvement. Her goal as a speaker is to cut through that noise and show how lean, insight-driven 1:1 ABM can be just as impactful, if not more so. She'll share practical strategies that have worked in real-world enterprise settings, demonstrating that smart thinking not spend is what truly drives results.
In terms of diversity, she believes her session brings a fresh and accessible perspective to ABM, especially for marketers who may not have access to large teams or budgets. By spotlighting scrappy, in-house success stories, she hopes to empower a broader range of practitioners regardless of company size, background, or resources—to see that ABM is achievable, scalable, and inclusive.
Track: 4 | Innovation & AI
Join Ping Identity's Head of ABM Programmes, EMEA, 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
Track: 3 | Turn data into pipeline
The accounts you're targeting are already doing their homework. With AI-driven research and endless content at their fingertips, they don't need another pitch. What they need is a partner who brings fresh perspective, real understanding and relevance to their challenges. That's the new edge in ABM.
In this session, we'll share how to create that difference by earning trust - identifying and owning the right conversations, delivering unique points of view and becoming the resource buying teams rely on.
Track: 1 | Design your strategy
ABM experts from Verizon, Palo Alto Networks, Splunk and tmp gather to give practical advice on the real-world challenges that can trip up even the best ABM programs.
Your 1:few program is stuck because content sign-off takes months. That tier-one account you’ve been nurturing has gone completely silent. Your sales team keeps reverting to their old contact list. ABM accounts are getting too much - or not enough - targeting from wider brand & demand programs. Leadership mandate "use more AI" but there's too many potential starting points...
These are the headaches ABM leaders actually face. In this session, a panel of ABM experts put challenges like these in the Hot Seat and share what really works. You’ll see how the room would tackle them, then hear practical fixes you can put to work straight away.
Track: 2 | Successful stakeholder alignment
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.
Track: 4 | Innovation & AI
What does innovation in ABM really mean? Is it about the latest tools, a clever new campaign format or the way we create experiences that truly resonate with customers?
ABM teams are under pressure to “be innovative” and “cut through the noise”. This often leaves them chasing trends rather than going back to first principles: impact and outcomes In this session, Veronica will share some examples of innovation with an aim to giving you a new perspective on how to judge innovation in your work and focus on creating outcomes that stand out.
You will learn
- Why innovation in ABM should be defined by outcomes, not tools
- How to use creative choices to deliver experiences that resonate with accounts
- Practical examples of innovation in action
Key take away
Innovation in ABM isn’t about the technology you use — it’s about creating outcomes that truly matter to your customers.
Track: 1 | Design your strategy
ABM has long promised precision, personalisation, and performance — but few have fully realised its potential. In this session, you'll learn how TXOne Networks rebuilt their ABM strategy to be smarter, faster, and more agile.
Using an award-winning ABM framework and a suite of agentic AI workflows — including Insight, Remix, & Personalisation— TXOne Networks redesigned the 1:1, 1:Few and 1:Many approach from the ground up. - The result? A more connected, scalable ABM engine where AI supports the heavy lifting — freeing up human creativity to focus on strategy, storytelling, and sales alignment.
This session offers a real-world blueprint for realigning ABM for impact — and shows how AI can enable (not replace) smarter marketing at every stage of the journey.
This session offers a real-world blueprint for realigning ABM for impact and shows how
AI can enable (not replace) smarter marketing at every stage of the journey.
What will the audience learn?
• How to design or revisit your ABM strategy from the ground up to enable AI to deliver real impact
• How to align multiple ABM programmes to maximise existing content and execution (do more with less)
• The essential ingredients for consistent, scalable AI in ABM moving beyond the call and response model
• How to personalise at scale
• How to set out a measurement framework joining fragmented data streams into a consolidated window your board will love
What is the one key take away for attendees?
When you leave this session, you’ll have a clear understanding of how to revisit your ABM strategy and realign your programmes to be future-ready. You’ll learn how AI workflows can be deployed within a modern framework to do the heavy lifting maximising both spend and performance.
Track: 2 | Successful stakeholder alignment
B2B marketing and ABM leaders face mounting pressure from the C-Suite to prove ROI and justify spend, especially as budgets shrink and everyone's being asked to do more with less. It’s not enough to run great plays—marketers need to communicate ABM’s impact in business language that resonates with executives while staying aligned with sales team objectives.
This panel explores how leading practitioners secure C-Suite buy-in, build credibility through measurement, and break down silos across GTM teams. We go beyond theory to share practical stories, lessons learnt, and strategies that help ABM leaders secure funding, prove value, and scale programmes sustainably.
This panel brings together practitioners who've navigated these exact challenges. You'll hear them cover key themes across:
- Earning C-suite buy-in: Success with ABM depends on more than sales alignment; it requires the support of CFOs, CMOs, and CEOs. Explore how to frame ABM in executive language that connects directly to revenue growth, risk mitigation, and business priorities
- Measurement as the currency of trust: Measurement has become the proof point for ABM’s value. Learn how metrics have evolved over the last three years, how AI is helping translate complex engagement data into business outcomes, and why clear reporting builds credibility with leadership
- Breaking down silos: ABM fails when teams, data, and messaging are disconnected. Focus on practical ways to unify sales, marketing, operations, and leadership around shared targets, coordinated plays, and transparent reporting to sustain long-term alignment.
Track: 3 | Turn data into pipeline
We're not in Kansas anymore Toto.
B2B marketers are now on the hook for revenue. There’s increasing pressure to deliver real results and ABM has been a longstanding pillar that marketers have leaned on. AI is both a threat and a mystery. The pressure to prove value in hard numbers is mounting, but the rules have changed. And so has the playbook for success.
Join Turtl CEO Nick Mason as he shares three important trends shaping the future of ABM.
Learn how:
- The signalverse is transforming the future of ABM
- AI is making creativity your most important asset
- To create programs that show & grow your revenue impact
Track: 4 | Innovation & AI
Personalised ABX engagement is no longer a luxury — it’s the baseline. Yet delivering it at scale has been one of the toughest challenges for B2B teams under pressure to “do more with less.” AI is changing that equation. By accelerating research, sharpening account intelligence, and powering scalable personalisation, AI is enabling ABX programs that are faster, more targeted, and directly tied to revenue impact.
In this panel, ROI·DNA and enterprise marketing leaders will share how AI is being applied to supercharge ABX — turning bold experiments into a repeatable global blueprint.
You’ll Learn:
- How to tailor engagement based on a deep understanding of accounts and prospects
- Practical ways to scale personalised experiences with fewer resources
- How Agentic AI can augment research, creativity, and execution without losing authenticity
- How enterprise leaders are accelerating speed-to-market with AI-powered intelligence and scaling revenue impact
Audience:
Senior B2B marketing, demand gen, and ABM leaders looking for strategies to scale ABX personalisation, accelerate pipeline, and drive measurable revenue impact in an AI-enabled landscape.
Track: 2 | Successful stakeholder alignment
Every B2B marketer knows the theory of ABM, but putting it into practice at scale is another story.
In this session, Laura and Elena will share the reality of building and evolving UiPath’s ABM program over the last four years.
From the early pilot stage through to running sophisticated ABM 1:1 and 1:Few initiatives, they will take you behind the scenes of what worked, what didn’t, and what they would do differently.
With budgets under pressure and leadership priorities constantly shifting, many organisations are struggling to balance ambition with execution. This talk addresses those concerns head-on, offering candid insights into how to keep ABM moving forward despite resource constraints, management changes, and competing demands.
You will hear practical lessons from Laura’s experience driving 1:1 programs and Elena’s perspective on scaling 1:Few. This is a first-hand presentation from practitioners who have lived the journey. If you want real-world insights on how to successfully scale ABM this is the session you need to attend.
- Find out about: UiPath’s ABM journey: from pilot to scale.
- The highs and lows of running ABM in the enterprise.
- Practical lessons on scaling 1:1 and 1:Few ABM
Attendees will learn how to overcome real-world challenges and successfully scale ABM programs, balancing resources, priorities, and technology and to drive measurable impact in their own organisations.
Track: 3 | Turn data into pipeline
Today, Marketers are able to measure almost everything. But measuring the success of ABM programs can be a challenge as ABM is more than revenue, it drives relationships and reputation. We all know, falling back into pure revenue driving measures is a slippery slope, ending in lead generation.
This presentation is about the potential of defining the right measures to drive behavior in Marketing teams, to improve alignment with sales and business leaders and to improve long term customer relationships.
Session Focus:
- Metrics & Measurement: Tracking success, ROI, and KPIs in ABM.
- Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams.
Track: 1 | Design your strategy
In ABM, everyone talks about striking at the right time. But by the time that moment arrives, your buyer’s already halfway down someone else’s funnel. Here are 3 honest truths:
Buying journeys are messy and fast-moving. Waiting for anonymous activity spikes or web visits means you’re too late.
ABM programmes can show where the storm is brewing, but not who’s standing in the rain.
Passive intent data spots patterns but rarely delivers the who, what, when, where, and why your GTM team needs.
If you’re tired of chasing signals that leave you guessing, this session will show you how to build an audience-first engine that finds buyers earlier, qualifies deeper, and gives ABM the precision to win.
You’ll learn how to:
- Reach in-market buyers in the channels and sites they already trust
- Integrate programmatic lead gen into ABM for greater reach and precision
- Capture real-time, voice-of-buyer insights that reveal the who/what/when/why
- Layer qualification into ABM to prioritise the right buyers and accelerate pipeline
Track: 4 | Innovation & AI
AI is everywhere in B2B marketing, but most of what’s being sold is smoke and mirrors. Marketers are drowning in “intent” signals, predictive promises, and AI-washed platforms that overpromise and underdeliver. This fireside chat will cut through the noise and challenge the status quo. Our panel of experts will expose where AI in ABM is failing, highlight where it’s genuinely transforming go-to-market, and share practical ways to turn intelligence into pipeline impact. Expect an unfiltered conversation that calls out the hype, shares real-world wins, and arms you with a new playbook for making ABM smarter, sharper, and impossible to ignore.
Key Takeaways
- Spot the hype: How to separate AI-washing from real AI innovation in ABM.
- See what works: Proven ways AI is powering targeting, personalization, and pipeline acceleration.
- Challenge the noise: Why more signals aren’t always better, and how to focus on intelligence that actually converts.
- Build the new playbook: Practical steps to make ABM smarter, sharper, and competitor-proof in 2025.
Track: 5 | Workshops: Building ABM skills
In this session, Inflexion Group, in partnership with B2B Marketing, will share insights from their AI in ABM Benchmarking Study 2025, which combined in-depth ABM programme leaders interviews with a quantitative survey of senior ABM practitioners from B2B organisations worldwide. Discover why executive commitment is a stronger predictor of AI success than programme maturity, how AI reshapes each step of the ABM process, and learn how leading organisations are tackling governance, data, and skills challenges. Work with your peers to apply the findings and leave with a clear, research-backed AI in ABM action plan - 50 minute interactive workshop
Track: 4 | Innovation & AI
Innovation in diagnostics doesn’t just happen in the lab—it also happens in how we connect with customers, build partnerships, and transform the way teams work. This presentation explores what it truly takes to drive B2B marketing innovation in the diagnostics industry, from rethinking commercial foundations to adopting new, more customer-centric approaches like Account-Based Marketing or Experience (ABM/X). We’ll examine how innovation requires more than ideas—it demands people to change how they think, collaborate, and execute. Marketing teams can bridge strategy, data, AI, and collaboration with sales to unlock growth and relevance in an increasingly complex healthcare ecosystem. Attendees will leave with practical insights and inspiration to strengthen their marketing foundations, foster adoption, and build momentum for meaningful, sustainable innovation.
Track: 2 | Successful stakeholder alignment
End the turf wars. Build unbreakable partnerships:
Sales and marketing teams shouldn't be fighting each other; they should be fighting for the customer together. This session reveals battle-tested techniques from actual warzones, adapted for organisational challenges.
Right now, organisations cannot afford internal friction that slows revenue, misaligns
priorities, and weakens ABM results:
Discover how to move from entrenched positions to shared interests, replace toxic assumptions with structured dialogue, and build sustainable trust through proven frameworks. When teams stop fighting each other, they focus entirely on the customer.
Who for:
Sales leaders, marketing directors, and ABM professionals ready to end the internal war.
What attendees will learn:
• How to identify and remove hidden barriers between sales and marketing
• Practical methods for building long-term trust and alignment, establishing structured
dialogue
• How to apply lessons from high-pressure environments to everyday business
challenges
Key takeaway:
Attendees will leave with actionable strategies to transform sales and marketing
relationships into a unified, customer-focused force.
Yeshim Harris brings an unorthodox mix of executive leadership and frontline conflict- resolution experience, turning battle-tested strategies from war zones into practical tools for business. She knows how entrenched silos destroy results and shows teams how to build trust, enforce accountability, and collaborate under pressure. Her frameworks are
unconventional, proven, and ready to deliver immediate impact for sales and marketing alignment.
Track: 1 | Design your strategy
In complex industries like energy and process manufacturing, it is particularly difficult to get in front of the right stakeholders. This is where ABM comes in: offering a structured way to cut through noise and reach the people who matter most. But where do you start when you’re building ABM from the ground up?
In this session, Emma McClellan will share how a two-person team spearheaded ABM at Cognite, evolving it from manual, one-off campaigns into a growth engine aligned with sales and marketing. She’ll dive into lessons from targeting complex buying groups, securing executive alignment, and scaling ABM into a repeatable program. Expect a candid perspective on the realities of driving internal adoption and building an ABM strategy that succeeds in industries where sales cycles are long, buyers are skeptical, and trust is everything. You’ll walk away with practical lessons for designing an ABM strategy that balances creativity with measurable impact.
Are we using data, or is data using us?
B2B marketers are spoiled for data nowadays. Especially considering the range and depth of information that can be gleaned from ABM tech. But is a disproportionate focus on data leading us into dogma, and with it less effective marketing?”
Track: Keynote
Account-Based Marketing is a perfect fit for B2B: focus on key accounts, not mass reach. However, 58% of marketers say they are struggling to drive engagement. The problem? ABM tech is too imprecise.
That’s why teams are prioritizing contacts over accounts—72% of companies view contact-level technology as a core differentiator that can turn the traditional ABM “black box” into clear, actionable insights.
Hear from speakers from Influ2 and Quantexa about how to take your ABM program beyond accounts to the contact-level.
Track: Keynote
We all know that when used correctly, marketing can be the main growth engine for a business, yet all too often it's the first area to be cut in tough times. That's because we've allowed ourselves to become a support function, subservient to sales and slaves to the MQL.
B2B marketers need to get into the driving seat, becoming business strategists, revenue generators and commercial leaders. Some are already recognised as commercial marketers - the ABM-ers. They are insightful, analytical, financially astute, strategic and agile, working collaboratively with people across their business and beyond. Can these marketers save B2B marketing? Can we really put ABM at the centre of our go to market strategy?
Join us for this closing keynote session to:
- Understand why ABM practitioners are best equipped to be commercial marketers
- Learn how to put ABM at the heart of an account-based growth strategy
- Discover the skills you need to excel in this transformational role
- Find out how AI will become central to scaling this powerful approach
- Explore ways to bring higher purpose to your programmes
This session is for anyone interested in learning how they can use ABM to help transform B2B marketing.