2025 Agenda
The agenda features 50+ expert ABM speakers across 6 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.
Track: Keynote
Right now, the pressure is on for B2B marketers. They are under immense pressure to deliver new business pipeline, greater revenue contribution, and clear commercial impact — all with fewer resources. Boards are demanding more than just leads. They want strategic impact, revenue accountability, faster time-to-value.
To meet this moment, marketers must evolve — stepping up as Commercial Marketers with the six essential skills:
- Market insight
- Strategic thinking
- Financial acumen
- Analytical thinking
- Agile decision-making
- Communication & Influence
There is no better proving ground for these skills than Account-Based Marketing, which provides the ‘operating system’ for commercial marketer.
Track: Keynote
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: 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: 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: 1 | Design your strategy
Track: 3 |Turn data into pipeline
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: 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: 2 | Successful stakeholder alignment
B2B teams often struggle not because campaigns are poorly executed, but because the right stakeholders aren’t aligned on priorities leading to wasted effort, missed opportunities, and fragmented impact.
This panel will show you how to overcome these challenges by aligning internal teams, clarifying priorities across buying groups, and creating coordinated account-based campaigns that deliver results.
Get ready for an unfiltered exploration of stakeholder alignment in modern B2B marketing.
This dynamic panel brings together ABM and marketing experts to share the real stories behind their alignment strategies what’s worked and what hasn’t.
Together, they’ll pull back the curtain on how top-performing teams unite internal stakeholders and engage external decision-makers with impact.
Join us to gain practical insights from experts who’ve been in the trenches perfect for anyone looking to refine their own ABM approach, eliminate silos, and drive measurable growth.
Key themes include:
- Aligning on buying group priorities. Focusing on the right stakeholders within increasingly complex buying groups ensures resources are directed towards the highest-impact opportunities
- Orchestrating multi-channel campaign. Exploring why integrated activation across channels amplifies engagement and reinforces messaging for complex buying groups
- Cross-functional communication and trust. Highlighting why transparent, ongoing collaboration between marketing, sales, and leadership is critical for shared accountability and faster decision-making
- Sustaining alignment as programmes scale – Demonstrating why maintaining alignment over time preserves momentum, maximises ROI, and adapts to evolving business goals
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: 1 | Design your strategy
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: 1 | Design your strategy
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: 2 | Successful stakeholder alignment
ABM experts from Verizon and Palo Alto Networks 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: 3 |Turn data into pipeline
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.