‘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.