3 November 2026 | B2B Marketing offices, Chancery Lane, London

Save £150 on training + conference pass
Early Bird pass I £1,299 + VAT I Book by 25 September.

AI is creating huge opportunities for ABM teams, but moving from experimentation to something genuinely useful, scalable, and measurable is another challenge entirely.

This practical, full-day training course is designed to help experienced ABM practitioners cut through the AI noise and identify where AI can make a meaningful difference to their programmes.

Led by Orla Murphy and Jake Bird, you’ll explore how to define the right AI use cases for your ABM strategy, build and run focused pilots, and prove their value before scaling.

Rather than chasing every new tool or use case, you’ll leave with a more structured approach to deciding where AI belongs in your ABM programme, how to test it effectively, and how to demonstrate its impact.

What you'll learn

• Define where AI can create genuine value within your ABM programme
• Identify and prioritise the right AI use cases rather than adopting AI for AI’s sake
• Pilot AI applications in a focused, manageable way
• Move from experimentation towards repeatable ABM processes
• Prove the impact of your AI initiatives and build the case for wider adoption
• Apply AI practically while keeping your ABM strategy focused on the customer
• Build an approach you can take back to your organisation and put into practice

Who should attend?

• This course is designed for experienced ABM practitioners and marketing leaders who already understand the fundamentals of ABM and want to explore how AI can be applied practically within their programmes.
• It’s particularly relevant if you’re already experimenting with AI but need a clearer framework for deciding what to prioritise, what to pilot and what is worth scaling.

Course deliverables

• A verified certificate of completion you can add to your LinkedIn profile and CV.
• The full 100+ slide course deck covering everything from both sessions.

"Interesting statistics that I will take back to the business to improve processes, aligning the broader organisation into the journey and not just marketing, understanding that it is a long term journey."

Business Development Manager,
Dataiq

"It was great to work through practical applications to what we talked through in the morning. I am now able to apply this to my role and activities."

Account Based Marketing Programmes Manager,
Virgin Media O2 Business

"The course was very clear and concise. I gained a great understanding of the concept that can be implemented in the workplace." 

Senior Digital Marketing Manager,
Key Group

Orla Murphy 

Founder & ABM Strategist, MavenB2B

Jake Bird

Director, JI Marketing