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.