You have the option to add a full day of in-person training as a bolt on to your ticket for the Global ABM Conference.

4 November 2025 | B2B Marketing, Westgate House, 9 Holborn, London

Right now, ABM teams are under a lot of pressure from leadership to make campaigns more efficient with AI. In the midst of this, they're left figuring out what actually works, where to find reliable data, and how to prove it's driving revenue.  In this session, Orla Murphy and Jake Bird will cut through the noise to show you exactly where AI helps your ABM program, and where it risks wasting your time.

We'll work through a real ABM program scenario from start to finish, building an AI-assisted plan that actually makes sense - and prove that AI is definitely not about to take your job! You'll see the difference in outputs between prompting and automating account intelligence and content personalisation, with live examples. And how best to use tools like NotebookLM and Claude to dig into the findings, group accounts by priority, and create personalised messaging that resonates and scales. You'll understand how to set up the right guardrails and build a measurement framework that connects AI outputs to pipeline growth and deal velocity.

You'll walk away knowing how to get your team aligned on AI, choose the right pilots to invest in and show stakeholders the revenue impact they're looking for.

What will you learn?

• A straightforward framework connecting problems to AI tools to ABM results
• How to choose the right AI pilots with human-in-the-loop oversight
• Turning account insights into messaging strategies and content plans that work
• A measurement approach that connects AI outputs to revenue

This course will give you the practical knowledge you need to align your team, use AI effectively for ABM, and demonstrate real revenue impact.

Certification

By completing this course, you'll not only gain valuable knowledge and practical insights, but you'll also receive a Certification of Attendance, that you can add to your LinkedIn profile and your CV, demonstrating your expertise in Account-Based Marketing.

Who should attend?

• This course is ideal for anyone looking to implement ABM in their organization for the first time, and aiming to integrate AI into their strategy to optimize efficiency from the very beginning.
• It is also an extremely helpful refresher for marketing and sales professionals who have started ABM but now want to scale up or improve efficiency using AI.

*To book onto this course, simply select a training package on the booking page, and select "Practical AI for ABM: Define, Pilot, Prove", when prompted to choose your training course on the registration form.

Orla Murphy

Founder & ABM Strategist

mavenB2B

Jake Bird

Director

JI Marketing