AI has made personalised content faster and cheaper to produce – but far harder to trust. As inboxes fill with increasingly similar outreach, the strongest account relationships are still built through relevant human experiences, shared confidence and conversations competitors cannot automate.

In this practical session, JPC’s Claire Ellis and James Mollard  alongside Chris Cowie, Client Partner at BT Business will show why ABM should not stop at acquisition – and how Experiential ABM can turn existing customers into active champions of change. Drawing on JPC’s work with BT across Co-op and Translink – two account programmes that contributed to more than £54 million in closed revenue – they will reveal how stakeholder insight, outcome-led storytelling and orchestrated executive experiences helped move relationships from technology supplier to strategic partner and open access to
new decision-makers.

They will also show how the same principles scale beyond 1:1 account experiences, using JMA to demonstrate how one global event can extend into a 1:Few customer roadshow and evergreen digital experience – keeping engagement and intelligence moving long after the physical event.

You will leave with a practical approach for connecting experiences before, during and after the room; enabling stakeholders to carry your value story internally; and
using each interaction to make the next commercial conversation more relevant.

In this session you'll learn:

• Why digital personalisation alone is losing its ability to differentiate
• How to design human experiences around clear account objectives
• How customer enablement turns stakeholders into internal advocates
• How to connect 1:1, event and digital experiences into one continuous
journey
• How each interaction can sharpen the next commercial conversation

Key session takeaway

Advocacy is not something you wait for at the end of ABM – it is a growth motion you can deliberately design into the customer journey