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.