2026 Agenda
The agenda brings together 50+ expert ABM speakers across 4 content tracks, alongside new, interactive formats designed to help you turn insight into action.
Get the detail, frameworks and benchmarking you need from expert-led sessions, then go further in the new ABM Exchange, with hands-on Masterclasses, peer-led Workshops, and live problem-solving in the ABM Garage.
Whether you’re building, scaling or refining your ABM strategy, you’ll leave with practical ideas, new perspectives and solutions you can put to work straight away.
Track: Keynote
For years we've treated ABM as a marketing discipline - a better way to run campaigns against a target list. That framing is now the thing holding B2B back. The most successful organisations have stopped thinking about ABM as something marketing does and started building their entire go-to-market around it: one customer-led operating model that puts the customer at the heart of every decision, across the whole lifecycle - not just up to the deal, but through onboarding, delivery, success and advocacy.
Building on last year's keynote of ABM as the operating system for the commercial marketer, this keynote makes the leap from methodology to company-wide strategy - and, for the first time, brings sales into the room to prove it. We've partnered with the Institute of Sales Professionals to run parallel research across the Propolis marketing community and the ISP's sales membership, asking both sides the same questions about early engagement, buying groups, major bids, the channel, and the growth that's won or lost after the sale. The answers reveal where sales and marketing already agree - and where their hidden disconnects are quietly costing growth.
But knowing what to do isn't the same as being built to do it. The hardest question in B2B right now isn't strategy, it's structure: as AI moves from tool to team member, what does a customer-led go-to-market organisation actually look like? Which roles sit in sales, which in marketing, which in customer success and delivery, which become shared, and which belong to AI? A connected customer experience only works when every team that touches the account is part of the same operating model. This session sets out a concrete point of view on the team of the future - and the combined thinking leaders must do now to design it.
Join us to leave with:
● A go-to-market operating model, not another alignment framework - ABM as the optimal customer-led strategy for the whole B2B organisation, across the entire lifecycle.
● The sales-and-marketing research, side by side - where the two functions agree, where they diverge, and what that gap is costing you.
● A practical blueprint for the customer-led, AI-enabled team, and the concrete recommendations to start building it now.
Track: Keynote
ABM is undergoing a profound paradigm shift: programmes can scale infinitely, personalization has never been easier, yet buying groups are learning to ignore it.
Join Turtl CEO as we take a trip through time to unpack AI’s seismic impact on ABM programmes and what it means for the future of marketing.
You'll learn:
• what happens when AI makes personalization at scale free to all
• two integral lessons from history that will redefine ABM programmes
• what AI transformation means for ABM now and in the future
Track: Keynote
Account-based marketing was built on a simple premise: B2B decisions are made by groups, not individuals. AI promised to finally make those groups visible in full, in motion, and in time to act. But visibility without reliability isn't an advantage. It's noise with a dashboard.
For too many marketing and sales teams, AI-generated signals have created as many problems as they've solved. False positives that send sellers after the wrong accounts. Buying group recommendations nobody can explain. Intent scores that look convincing until a deal goes cold. The result isn't just wasted budget and missed opportunities—it's a trust deficit that makes teams hesitant to act on AI at all, even when the signal is right.
In this keynote conversation, Demandbase SVP of EMEA Sales Paul Gibson explores what it actually takes to build confidence in AI-powered buying group intelligence, what explainability looks like in practice, how marketing and sales learn to act on the same signals without second-guessing each other, and what changes when the AI shows its work rather than just its answer.
The conversation goes beyond the aspiration of alignment into the operational reality of shared intelligence: what it takes to build trust, what it reveals about accounts that were previously invisible to one side or the other, and how it changes the dynamic between marketing and sales in ways that no amount of process redesign ever could.
For ABM and revenue leaders who believe AI should be transforming their buying group strategy but aren't yet confident enough in what it's telling them to fully act on it, this session makes the case that trustworthy AI isn't a feature. It's the foundation.
In this session you will learn:
- How to distinguish trustworthy buying group intelligence from noise
- What explainable AI looks like in practice
- How shared signals improve coordination between marketing and sales How to turn AI-generated insights into confident action
Session takeaway
After attending this session every delegate can take the Demandbase AI in ABM certification
Track: ABM Aligned
Why does omnichannel matter now?
Long dismissed by B2B marketers as B2C vanity activity, omnichannel channels such as DOOH, connected TV and audio are now developing as credible ways to drive real commercial value.
Used effectively, they help engage in buying committees where they already are, on their own terms and can be effectively measured to demonstrate ROI. They are “B2B ready”.
The evolving challenge or…. Your opportunity!
Dark search, reduced visibility, privacy changes, LLMs and walled gardens are making it harder to reach target accounts with confidence.
B2B marketers must rethink and continually adjust how they identify, influence and measure buying committees.
Adam Johsnton, FunnelFuel CTO, has been at the center of pressure testing the various omnichannel marketing tools and ensuring they are fit for purpose in B2B terms by enabling effective targeting, execution, optimisation and measurable value is returned for agencies and clients in their ABM programs.
What will the audience learn?
- Understand today’s realities of targeting, addressability, and measurability of emerging B2B ready omnichannel mechanisms
- Key points to assess your current functions capabilities to take advantage of what seems an increasingly challenging environment
- What to look for and of your team, agency, or supplier in leveraging these channels for best effect
- How the near-term future will develop and therefore you should get ready before your competitors take advantage
Key session takeaway
The changing digital landscape and buyer behavior brings obvious challenges but also presents real opportunities for your function to deliver greater commercial value through ABM – learn how!
Track: Accounts to Advocates
B2B buyers are changing fast, and it’s time for ABM to realign with the new reality. Trust has been completely upended. Personal messages are now beating brand messages: two-thirds of B2B decision-makers trust an individual’s own content more than a company’s marketing materials, according to Edelman and LinkedIn’s 2025 research.
The result? Your ABM programme needs influencers and advocates, and it needs them now. In this session, we’ll explore the rapid evolution of trust taking place within buyers and buying groups, and provide practical solutions to deploy influencers and advocates at every stage of your ABM buying journey.
What will you learn?
- Why influencers and advocates are critical to engaging and convincing today’s B2B buyers
- The identities of the five different ‘Trust Champions’ that you need to work with to build influence
- How to utilise influencer techniques at every stage of the buyer journey
- Practical tips for identifying and working with influencers and advocates through strategic partnerships or relationships
- Top tips from brands at the cutting edge of influencer deployment, based on B2B Awards case studies
The key takeaway
- How to use influencers to take your ABM programmes to the next level.
Track: AI & Data
Session by ProspectBase
Track: ABM in Practice
For years, Account-Based Marketing has been constrained by a fundamental trade-off: deep personalization vs. operational scalability. This session invites you to reimagine the way we look at ABM by breaking that constraint entirely. We explore the critical shift towards Agentic-Led ABM—moving beyond basic generative AI drafts (the "thinking" phase) and into autonomous, secure event execution (the "doing" phase).
Join us as we share real-world case studies from Google Cloud's EMEA campaigns, including the AI Advantage tour and Next on the Road, demonstrating how agentic workflows make hyper-personalized, 1:1 ABM scalable. You will walk away with practical tips on how to restructure your marketing workflows, reduce manual overhead, and successfully drive millions in pipeline.
What you'll learn in this session:
- How to Break the Scale-vs-Personalization Trade-off: Learn how to leverage Agentic-Led ABM to deliver hyper-personalized, 1:1 account experiences at a scale previously impossible with traditional marketing resources.
- A Blueprint for moving from "Thinking" to "Doing": Discover how to transition your team's AI usage from basic content drafting to deploying secure, autonomous agents that execute complex event and campaign workflows.
- Operational Restructuring for Maximum Impact: Walk away with practical strategies to restructure marketing workflows, eliminate manual overhead, and replicate proven operational models from successful EMEA campaigns like AI Advantage and Next on the Road.
Key Takeaway
- Attendees will walk away with a proven operational blueprint to break the trade-off between personalization and scale by transitioning from basic generative AI tools to autonomous, Agentic-Led ABM workflows that drive high-impact campaigns.
Track: The ABM Masterclass
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. This workshop puts a proven competency framework directly into your hands through a live exercise while giving you practical career advice to take away.
Inflexion Group's ABM Competency Framework has been developed with its Global ABM Leadership Forum, comprising senior marketers running some of the most sophisticated ABM strategies in the world. You will use it to assess yourself against the capabilities that define effective ABM practitioners today and see how your results compare to the room and the wider ABM community. We’ll also share career advice from leading ABM-ers, leaving you with a concrete view of your next development steps.
This one-hour workshop is designed for hands-on participation throughout. Expect to be doing, not just listening.
- Assess your skills (anonymously) against Inflexion Group's ABM Competency Framework
- See real-time results as individual scores build into a room-wide picture of strengths and areas for development across the group
- Benchmark against the wider ABM community, drawing on data from Inflexion Group's ongoing competency database
- Learn from real career stories, with practical advice from practitioners at different stages of their careers
- Leave with a clear view of which competencies to focus on next
What you'll take away
- A self-assessment you can use in your own development planning or performance conversations
- A private view of how your skills profile compares to peers in the room and the broader ABM practitioner community benchmark
- Conrete advice from other ABM-ers on how to progress your career
- A personal action plan and framework you can return to and reuse as your career develops
Track: The ABM Workshop
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.
In this session you will:
- 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
Delegate session takeaway
Build an AI GTM engine step-by-step
Track: ABM in Practice
Nine in ten ABM teams now use AI for account research. Three in four use it to generate content. And almost none can serve more accounts, at more depth, than they could two years ago. That is the delivery gap, and it is widening as target account lists grow faster than the teams behind them.
The reason is that most AI sits in pockets. Individual tasks get faster while the programme's capacity stays where it was, and quality quietly thins as coverage increases.
Join Andy Johnson and Darryl Merkli of HUT3 to see what changes when agentic workflows are orchestrated across an entire ABM delivery framework: controlled, governed and human-directed at every gate. HUT3 has been running ABM programmes since 2010, from 1:1 through to 1:Many, and is ranked sixth in the UK for ABM by B2B Marketing. They built these workflows to solve their own delivery problem first.
Three real-world use cases from award-winning programmes provide the proof, alongside an honest account of what went wrong and the governance that exists because of it.
Real work. Real numbers. Real pains.
Track: Accounts to Advocates
Most ABM strategies focus on winning priority accounts. Far fewer define what happens once those accounts become customers, even though most B2B growth comes through retention, renewal, and expansion.
Winning the account does not mean you have won the relationship. The moment a customer buys, a new buying journey begins. Yet many ABM programmes stop at the sale. The personalised attention used to win an account is replaced by generic communications, while marketing often waits until renewal or expansion before becoming visible again. Meanwhile, the account itself keeps changing. New stakeholders emerge, and priorities shift. If our understanding doesn’t keep pace, relevance can quickly decline.
This session will explore advocacy as the outcome of a more customer-centric, account-based approach after the sale.
Drawing on B2B IQ’s experience in building and engaging precise B2B audiences, Rob Walker will present practical ways to give customers the attention normally reserved for prospects, without turning every interaction into an upsell. He’ll show how marketers can keep learning about the people and needs within an account, stay relevant as the relationship evolves, and spot opportunities to deepen engagement and support growth. Because advocacy cannot be activated by a referral request or case-study email. It is earned through sustained value, relevance, and trust.
What you'll learn in this session:
• Why the customer buying journey restarts after the sale
• How to extend ABM across the customer lifecycle
• How to build meaningful customer segments as accounts evolve
• Where marketing complements Customer Success and Sales
• How to make expansion a result, not the opening message
Key session takeaway
- Apply the same audience intelligence and customer-centric thinking used to win accounts to keep earning relevance, growth, and advocacy after the sale.
Track: AI & Data
Every marketing leader has heard the same three things this year: your team can build an agent in fifteen minutes, everyone ahead of you already has an army of them, and all anyone needs is a YouTube video and a Claude licence. Yet the output reads like everyone else's, the humans are frazzled, and the agents plough on, oblivious.
"Systemise AI" is the latest rallying cry. Nobody can define it, so it turns into more agents, each bolted onto a process it wasn't built for, each needing maintenance. Leading to more average, more burnout, and a licence bill the CFO is beginning to take notice of.
Jake Bird builds AI systems for B2B teams. Orla Murphy defines ABM and GTM programmes for global technology businesses. Together they built the unglamorous version: AI inside ABM with structure, checkpoints and human sign-off wherever it matters. One global enterprise has realised a 93% efficiency gain on the same headcount.
They will show what systemised actually looks like: where AI sits between strategy and delivery, why the hard part is the plumbing, not the model, or the prompts, how hallucinations get designed out rather than caught by luck, and why a handful of trusted workflows beats a hundred untrusted agents.
Track: ABM Aligned
In today’s business environment, ABM cannot operate in a silo. Organisations that achieve real alignment between ABM and commercial teams consistently see stronger pipeline quality, higher win rates, and deeper customer relationships. This session offers a practical roadmap to achieving that alignment through steps that have repeatedly improved performance.
Drawing on her experience leading ABM at NTT DATA and Merck, Lisa Ocharo will highlight the patterns that repeatedly stalled progress and what it took to overcome them.
You’ll learn:
- Why alignment still fails even in mature organisations: Learn the real reasons alignment breaks down, even in companies that believe they already have ABM in place. Learn about the organisational and behavioural barriers that keep teams out of sync, the assumptions each side makes about the other, and the gap between looking collaborative and actually sharing ownership.
- The psychology of buy‐in: Getting sales and commercial teams to commit to ABM takes more than frameworks or dashboards. Explore what commercial teams need to see, hear, and experience before they truly get behind ABM, and how to shift the dynamic from a marketing‐driven push to a commercially driven pull
- Practical frameworks for securing commitment: Proven approaches used to embed ABM into the everyday rhythm of a commercial organization including co‐designing programs with sales instead of delivering them to sales, aligning on account selection in ways that build confidence, and creating shared success metrics that reflect how revenue is actually generated. ABM becomes far more effective when it’s woven into existing commercial routines such as QBRs, pipeline reviews, account planning.
What is the one key take away for attendees?
- A practical roadmap to improved alignment and better performance.
Track: ABM Aligned
Now in its fourth year, The B2B Buyer Experience Report has tracked buyer behaviour through the rapid rise of generative AI and a fundamental shift in how people find, consume and act on information. This exclusive preview of the 2026 findings reveals how buying groups now research, build shortlists, establish preferences and engage vendors, before asking the question that matters for ABM leaders: if the way buyers buy has changed, have our strategies, signals and ways of working changed with them?
Session takeaway
Leave with a copy of The B2B Buyer Experience Report
Track: ABM in Practice
How do you turn ABM from a promising idea into a growth engine that sales and marketing both believe in? In this session, VodafoneZiggo’s ABM leads Susan and Eva take you behind the scenes of their journey to build, launch and scale an integrated ABM programme that’s embedded in the B2B Large Enterprise commercial strategy. They will share how they brought sales and marketing together, what worked in practice, where things went wrong, and which lessons shaped their approach along the way. Expect an honest, practical story with real results and useful takeaways for every stage of ABM maturity. With a focus on Strategic and Cluster ABM. Whether you are just starting out or looking to sharpen an existing programme,
this session will give you inspiration, tools and shared confidence to make ABM work in the real world.
In this session you will learn
- How VodafoneZiggo built and scaled an integrated ABM programme
- How to win internal buy-in when ABM is still new or misunderstood and make it a shared way of working
- Practical lessons from real successes, failures and messy realities
Key session takeaway
ABM only works when it becomes a shared growth program between sales and marketing — built on focus, trust, real account insight and the flexibility to learn as you go.
Track: AI & Data
ABM was supposed to make B2B marketing more buyer-focused. But there’s an uncomfortable contradiction at the heart of how many programs now operate: we say we’re following the buyer, then decide in advance which accounts matter, who sits in the buying group and what behaviours count as intent.
Now AI is being asked to make those decisions faster and at greater scale. But if those systems are learning from assumptions marketers have already made about their market, are they helping us discover what buyers are actually doing or simply getting better at confirming what we already believe?
The risk is that ABM becomes very good at finding evidence to support decisions we’ve already made, while AI makes those decisions increasingly difficult to question.
In this client panel, pharosIQ brings together B2B marketers with different experiences across ABM, AI and buyer intelligence to examine what happens when real buyer behavior challenges the models built around it.
The discussion will explore how practitioners balance account strategy with observed buyer behavior, when AI deserves their trust and when commercial instinct tells them to challenge it. We’ll ask how much marketers really know about the people influencing a purchase, and whether AI-generated buying groups and intent scores are creating greater buyer visibility or simply greater confidence in imperfect assumptions.
The goal isn’t to argue against ABM or AI. It’s to ask what happens when we stop using AI to reinforce the ABM strategy we already have and start using it to challenge what we think we know about the buyer.
What you'll learn:
- Where traditional ABM models can create blind spots that AI may reinforce rather than resolve
- When to trust AI-generated account, buying-group and intent recommendations, and when to challenge them
- Why explainability and data provenance matter when AI starts influencing where ABM budget and sales attention go
- How to combine AI, buyer intelligence and commercial judgment to make ABM more responsive to actual buyer behavior
- Key takeaway
- ABM starts with assumptions; AI can either reinforce those assumptions at scale or help us challenge them with evidence.
Track: Accounts to Advocates
Fingerprint's ABM machine scores its entire market on real signals, not static firmographics, sorting accounts into TAM, SAM, then 4 distinct tiers. With plays sized to their potential, it's how the team moved upmarket while tripling ARR.
This session opens with a quick walkthrough of that model: how accounts get scored and tiered, and why signal beats volume. Then it zooms into where Char Di Placido owns execution, the 1:1 tier. With 300+ named accounts and only around 30 receiving personalised treatment at a time, production was the real bottleneck. Every campaign needed four teams and took one to two weeks to launch. Char rebuilt that motion around tiered personalisation instead of manual production, cutting launch time to under an hour, growing coverage 10x, and influencing $13M in pipeline. You'll leave with the full picture: how a signal-based tiering model decides who to prioritise, and how to actually execute the 1:1 personalisation that lives on top of it.
What will the you learn? :
- How Fingerprint scores and tiers its market using real signals, not static firmographics
- How to cut campaign launch time from weeks to under an hour
- How to grow 1:1 account coverage 10x without adding headcount
- How real-time engagement signals route straight to sales so they act on intent immediately
Key delegate takeaway
Signal-based tiering tells you who to prioritise, but it's the production model behind your 1:1 tier that decides whether you can actually act on it at scale.
Leave this session with
A copy of the full deep dive into the Fingerprint model
Track: The ABM Garage
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.
What will the audience learn?
- 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
One key takeaway:
ABM doesn't get adopted through better communication, it gets adopted when ownership is explicit and shared.
Track: ABM in Practice
‘Scale’ is one of the most overused words in ABM. It is usually treated as a marketing technology problem: automate more digital activity for more accounts. But then you risk creating a ‘one-to-many’ program that doesn’t really look like ‘true ABM’ any more. Technology is certainly part of the answer, but there’s a lot more behind it…
Here’s a chance to hear about a more unusual approach. Amazon Web Services threw out the playbook, starting with a blank sheet of paper to ask “what would it take to give a ‘true’ tailored and relevant ABM experience to customers across a vast enterprise account base?”
How do you create a global ABM practice with over 200 practitioners in six months without hiring a new team from scratch? How can AI, agents and an enablement stack increase capacity while keeping human judgement in the lead? What is the skill-set of successful ABM leaders when business process and technology transformation is such a key part of the role?
Samara and Alice will share a new vision for the growth of ABM. Delivering ‘one-to-few at scale’ without settling for the traditional compromises of a ‘one-to-many’ approach.
What you'll learn in this session
- What scale means in a genuinely account-led programme
- What had to happen first before the global rollout
- How AWS approached creating 200 ABM practitioners in six months
- Where AI, agents and enablement tools can expand human capacity
- Why ABM marketers may need to think more like business analysts
Key takeaway for delegates
- We don’t have to settle for the compromises of digital ‘one-to-many’ ABM: we are now at a point where it is possible to scale ABM without sacrificing the principles that make it such a powerful go-to-market approach.
Track: ABM Aligned
ABM frameworks often assume a level of maturity that doesn’t exist in every organization or industry. What happens when you try to build an ABM program with no customer-level data, sales teams optimizing for near-term deals over longer-term growth, and a limited enterprise understanding of what marketing actually does?
In this fireside chat, we’ll share a candid look at building ABM from the ground up inside a large public sector organization, where CRM systems tracked opportunities instead of customers and approaches varied widely across teams. You’ll hear what it really takes to move forward when the ideal conditions for ABM aren’t fully in place.
You will learn
Why lack of customer data in your CRM is more than a systems issue when it comes to ABM effectiveness . What actually changes (and what doesn’t) when running ABM across budgets from $0 to six figures
- What it really takes to build alignment when some stakeholders are engaged and others opt-out
- The trade-offs of running ABM without a fully built tech stack and varying levels of support
- Where time actually goes when building ABM in an immature environment, and why results take longer than expected
- We’ll also share where the strategic ABM approach worked, where it didn’t, and how these lessons, combined with industry shifts and new leadership are driving a pivot toward a scenario-based model aligned to evolving business needs.
This session is offers a practical, honest view of what it really takes to make ABM work even outside of “ideal” conditions.
Track: Accounts to Advocates
AI has made personalised content faster and cheaper to produce – but far harder to trust. As inboxes fill with increasingly similar outreach, the strongest account relationships are still built through relevant human experiences, shared confidence and conversations competitors cannot automate.
In this practical session, JPC’s Claire Ellis and James Mollard will show why ABM should not stop at acquisition – and how Experiential ABM can turn existing customers into active champions of change. Drawing on JPC’s work with BT across Co-op and Translink – two account programmes that contributed to more than £54 million in closed revenue – they will reveal how stakeholder insight, outcome-led storytelling and orchestrated executive experiences helped move relationships from technology supplier to strategic partner and open access to
new decision-makers.
They will also show how the same principles scale beyond 1:1 account experiences, using JMA to demonstrate how one global event can extend into a 1:Few customer roadshow and evergreen digital experience – keeping engagement and intelligence moving long after the physical event.
You will leave with a practical approach for connecting experiences before, during and after the room; enabling stakeholders to carry your value story internally; and
using each interaction to make the next commercial conversation more relevant.
In this session you'll learn:
• Why digital personalisation alone is losing its ability to differentiate
• How to design human experiences around clear account objectives
• How customer enablement turns stakeholders into internal advocates
• How to connect 1:1, event and digital experiences into one continuous
journey
• How each interaction can sharpen the next commercial conversation
Key session takeaway
Advocacy is not something you wait for at the end of ABM – it is a growth motion you can deliberately design into the customer journey
Track: AI & Data
ABM has successfully shifted our thinking from leads to buying groups, but many teams are now facing the next challenge: how do you create relevant experiences for multiple stakeholders without multiplying time, budget and complexity?
In this practical session, Graham Reed, Director, Strategy Lead of Ice Blue Sky joins Robin Johnston, UK&I Sales Leader - Partner Organisation, Cisco, to show how Marketing and Sales must work as one across every stage of a campaign — sharing a practical framework for combining buyer intelligence with AI to engage entire buying groups without multiplying time, budget or complexity.
Drawing on real client programmes, Graham and Robin will demonstrate a practical framework for identifying stakeholder priorities, creating role-specific content at scale, measuring engagement across the buying committee and uncovering hidden influencers before opportunities are won or lost. Real client examples will illustrate how this framework has been applied using tools including Personaly and Curaley to accelerate content creation and reveal buying-group engagement..
Attendees will leave with a practical playbook they can immediately apply to deliver more relevant ABM programmes, build stronger buying-group consensus and accelerate complex B2B opportunities.
What you'll learn:
- How to identify and prioritise stakeholders across the buying group
- A practical framework for creating relevant content at scale using AI
- How to measure engagement across the entire buying committee, not just individuals
- How to uncover hidden influencers and buying signals earlier in the sales cycle
- Practical ways to build buying-group consensus and improve ABM performance
Key takeaway
You'll leave with a practical framework for scaling relevant buying-group engagement without scaling your content workload.
Track: The ABM Masterclass
The most powerful moves in ABM are experiential: the executive dinner, the roadshow, the podcast guest seat, the community built around your best accounts.
They are also the least measured. A handshake leaves no digital trail, buying groups increasingly research through AI tools that leave no footprint, and the industry's measurement frameworks tell you what to measure but not how to credit the moments that actually move accounts. The result? Experiential spend relies on anecdote and anecdotes don’t survive a budget review.
This masterclass launches Trail Markers, a Revenue Trail model for measuring experiential ABM, published as a new Propolis playbook. The principle: experiences diffuse by design, impact spreads through rooms and relationships, so you decide where the capture points go before the experience happens rather than reconstructing the journey afterwards. Michelle McCann has spent 25 years building attribution into B2B businesses including subscription, enterprise and PE-backed, and now advises boards on proving marketing’s commercial impact. You’ll leave with credit rules and an evidence pack that stand up to your CFO, whatever your data maturity, from a single spreadsheet to a fully integrated stack.
What will the audience learn?
- Why experiential ABM breaks conventional attribution and why that’s a design problem, not a data problem
- Where to place your trail markers: choosing capture points before the dinner, roadshow or event, not after
- Credit rules that survive finance scrutiny, at any of three levels of data maturity
- How to judge success by account progression in the 90 days after the experience, not attendance on the day
- How to apply the model immediately, using the new Propolis playbook launched in this session
Key takeaway
You can measure what leaves no tracks if you decide where the trail markers go before the experience happens, not after it.
Track: The ABM Garage
Most ABM programmes can report what they did. Far fewer can prove what it was worth, and to whom it mattered. This working session will take you through the full portfolio of metrics available including engagement, pipeline, revenue, and the harder-to-track experiential signals. It will show you how to map that portfolio of measures against the very different expectations of key stakeholders including sales leaders, account leaders, end clients and marketing leadership. You'll leave with a working stakeholder/metric map and a first-draft account value statement you can take straight into your next QBR or budget conversation to demonstrate the value you’re adding and hopefully secure that essential budget you need.
You'll come away with:
- Why "we did a lot of activity" no longer earns ABM its budget, and what the data says stakeholders actually want instead
- The full portfolio of ABM metrics — activity, outcome, impact — and where experiential/trail-marker measures fit
- One dashboard won’t satisfy all stakeholders: You’ll learn how to map metrics to four distinct ABM stakeholders (sales leaders, account leaders, end clients, marketing leadership) to serve each one’s needs.
- How to turn a raw metric into a stakeholder-ready value statement (Action → Outcome → Impact).
This is a working session, not a presentation. Bring your own examples and be ready to compare notes with the room on your metrics and your stakeholders.
Track: ABM Aligned
ABM relies on trust between sales and marketing: the moment a rep can't explain why an account is hot, or gets a signal that's too vague to act on, they stop working your list. This session covers the hidden leakage that most ABM programs miss — the handoff — and how to give reps contact-level detail: why the account spiked, who's on the buying committee (with up-to-date phone and email data), and what to say on the call. So when marketing moves an account into the hot zone, sales can actually close it out.
Track: ABM in Practice
A walkthrough of how Tungsten Marketing built an internal AI Studio that delivers concrete outcomes across campaigns, ABM, and content. The session leads with a clear thesis: the future of AI in marketing is not generative, it is outcomes.
From there it walks through the four layers any team needs to build their own studio:
- Defining the outcomes (what should change for the team),
- Building the knowledge base (what the automations need to know to be correct),
- Writing the automation procedures (how outcomes get produced)
- Choosing the delivery surface (how outcomes reach the team).
Tungsten Automation's own build is the worked example throughout, including how we use our own products (Tungsten TotalAgility for document processing and Forge as the intelligence layer between every tool and any LLM).
Leave this session with:
- The Marketing AI Studio Build Guide, a Tungsten-branded document delegates leave with. It mirrors the session structure: the outcomes a studio delivers, the knowledge base layer, the automation procedures, the delivery surface, and where to start.
Track: AI & Data
If leadership can’t see the value of your ABM programme through a clear data story, they won't defend your budget. The reality? Most ABM data breaks down the moment a multi-stakeholder buying group enters a complex, non-linear journey. Fragmented intent signals and disconnected CRM reports leave Marketing, Sales, and RevOps arguing over disparate numbers rather than acting on shared intelligence.
In this session, Modern’s CEO and Principal of Digital & Technology pull back the curtain on how organisations can unify fragmented signals into a single, trusted account view. Taking a practical approach, you will learn how to transform chaotic touchpoints into a cohesive narrative that aligns revenue teams, proves pipeline impact, and secures executive confidence.
In this session you'll learn:
- Decoding the Non-Linear Funnel: Map and make sense of complex, multi-buyer account movements without getting lost in signal noise.
- Building a Single Source of Truth: Bridge the gap between Marketing, Sales, and Ops by turning siloed ABM data into a shared evidence base for decision-making.
- Defending Your Budget with Data: Construct compelling data narratives that clearly link account-level engagement to commercial value and future pipeline growth.
Key session learning
Learn how to unify fragmented data into a single, trusted account view, helping revenue teams turn complex buying journeys into a clear narrative that proves pipeline impact and secures executive confidence.
Track: Accounts to Advocates
Buyers increasingly expect relevant, personalised experiences. Yet many B2B organisations find it difficult to deliver personalisation consistently and at scale. As expectations for relevance continue to rise, marketing teams face a growing challenge: how do you personalise effectively without increasing complexity, cost and resource demands?
This session explores how to operationalise personalisation by building the frameworks, processes and content models that make it repeatable, sustainable and effective. Whether supporting strategic ABM programmes, account engagement or broader marketing activity, delegates will learn how to scale relevance without scaling complexity. Drawing on real-world experience within
complex global B2B organisations, Laura Rafferty shares practical lessons learned from transforming personalisation from a series of one-off initiatives into a repeatable and effective way of working.
Attendees will discover how governance, content design and AI-enabled tools can work together to help teams deliver more relevant customer experiences while maintaining consistency, quality and trust. Rather than focusing on technology, the session will demonstrate how the right operating model enables marketers to maximise the value of existing content and create meaningful customer engagement at scale.
Delegates will leave with practical approaches they can apply immediately, regardless of team size, structure or budget.
In this session you'll learn:
- How to build a scalable framework for personalisation
- How to maximise the value of existing content assets
- Where AI can accelerate personalisation without losing human authenticity
- How to make personalisation sustainable across teams and budgets
Track: Keynote
The more autonomous GTM becomes, the more important it is to build the underlying system around actual people rather than account-level abstractions. AI can automate the motion, but if the data underneath it only tells you that an account is interested, automation just lets you act on ambiguity faster.
This talk will cover two topics every GTM leader needs to reconcile right now.
AI is making GTM dramatically more autonomous
We’re moving from tools that help marketers execute to systems that decide who to engage, when, where, and with what message.
Most GTM infrastructure still thinks in accounts
Intent gets aggregated to the account. Engagement gets rolled up to the account. Personas approximate who might care. Then AI is asked to infer the individual buyer behind all of that. You get increasingly sophisticated execution built on increasingly shaky assumptions.
Track: Keynote
As AI increasingly automates the execution and measurement of marketing activities, the skills that create the greatest value in ABM are shifting. Success is no longer defined solely by campaigns, engagement metrics, or click-through rates. Instead, it is being measured by the strength of internal relationships, the ability to navigate complex account environments, and the contribution ABM can make to revenue growth.
Drawing on experiences from leading EY's Global ABM team, Gabriella Sellers will share why she believes the next generation of ABM talent may come from sales, business development, or client-facing roles rather than traditional marketing backgrounds. Through practical examples, she will demonstrate how a relationship-first mindset, commercial curiosity, and a focus on "following the money" can transform ABM from a support function into a growth engine.
In this session you will learn:
How EY's global team drives measurable impact with limited dedicated budget by applying a philosophy of marginal gains, smart prioritisation, and a deep understanding of client needs.
Key takeaway
- Why commercial instinct matters more than ABM experience, AI tools, or budget