What's on the agenda?
Hear from 60+ expert ABM speakers across 6 content tracks, each specialising in a distinct ABM stage. Whether you're planning your pilot, or scaling and innovating, this year’s content tracks make it easy to identify sessions that are relevant to you and your current challenges.
Download the agenda PDF via the button above, or check out each session's synopsis by clicking on the sessions below.
Join Ryan Almond, Global ABX Director at Henkel Adhesives, for an exciting exploration into their journey from ABM newbies to ABM pros.
Discover how this century-old industry titan transformed its marketing game, starting with zero ABM knowledge. Henkel’s early experiments paved the way for big wins and led to a full scale ABM programme, but of course it wasn’t all smooth sailing.
It’s one thing to deliver a successful pilot, but quite another to realise that what got you here, won’t get you there!
In this keynote, get ready to learn:
- How Henkel devised and executed a successful ABM pilot
- How the ABM team navigated the organisation to achieve incremental scaling of ABM across the enterprise
- Why the principles of an ABM pilot are not sufficient to achieve real scale and how you can use new technology to super-charge your scaling efforts.
Get ready for practical tips, fun anecdotes, and a roadmap to ABM success at any scale.
This panel session will delve into the critical role of executive leadership in driving the success of Account-Based strategies. As ABM continues to gain prominence as a powerful approach for targeting high-value accounts, the involvement and strategic oversight of the C-suite are increasingly essential. This discussion will explore how executives can champion ABM initiatives, effectively present ABM ROI to senior management, and use strategic decision-making to empower sales teams for long-term success.
In this keynote, our panelists will learn about:
- The vital role of C-suite executives in the success of ABM strategies.
- Best practices for presenting ABM ROI to senior leadership in a compelling and actionable way.
- How strategic decision-making at the executive level can empower sales teams and drive revenue growth through ABM.
Join this session for the essential guide to mastering ABM from the perspective of the C-suite.
How can you increase the return of your ABM programme without increasing budgets? This was the question driving Annelie Kniep when she decided to refresh the ABM program at Splunk.
She wanted to rediscover how ABM could make more of existing initiatives elsewhere in the organization, and explore what AI could achieve. Having learned from traditional strategies through their existing ABM, the company wanted to approach relationship-building differently. Annelie and the business decided on a cross-functional approach: In-account Services.
In-account Services focussed on short-term outcomes while being customer-centric and highly tailored. It combined a CXO toolkit with an award-winning Immersive Experience to help key accounts build strong C-suite relationships – along with AI tools to create a more efficient process. This marked a new phase in Splunk’s ABM journey, helping them to boost internal uptake, increase in-year revenue, and meet nearer-term targets.
Find out how Splunk and The Marketing Practice partnered to make this work, showing that different approaches to ABM can build relationships, grow revenue, and improve reputation.
This session will cover:
- How to join up your approach to ABM across functions
- Redefining nearer-term goals for ABM
- Crafting a template for accessing the CXO and other C-suite targets
- Creating a toolkit of In-account Services to use across accounts
- How AI can accelerate your ABM efforts
Discover a different approach to ABM by boosting account-team engagement and combining distinctive, immersive experiences for your customers with AI.
Find out everything you need for launching a successful Account-Based Marketing pilot, with Anssi Kaija, Digital Marketing Team Lead at Luxid Group.
In this session, Anssi will explore all the essential tools for one-to-many ABM – analytics, CRM, MA, and ad platforms – alongside social selling tactics.
Attendees will learn from real-world examples in fintech and IT, and see how competitor analysis, creative repurposing, and AI can boost efficiency and results.
This session will cover:
- How to align business goals with ABM metrics.
- How to select ideal customer profiles and build a targeted account list.
- The tools needed for effective ABM tracking and execution.
- How to pilot a one-to-many ABM campaign with faster optimisation.
- Real-world examples to inspire your ABM strategy.
Get a framework for running a data-driven ABM pilot that sets the stage for future growth!
ABM has become part of the mainstream, but there are still plenty of organisations looking to find the right way to introduce it to their businesses. Too often ABM is seen as a bolt-on approach for a few ‘pilot’ accounts without a clear connection to broader business imperatives and overall marketing strategy.
Robert Norum, Propolis Expert for ABM & Demand Strategy, will show you how to put the right foundations in place for ABM to be successful in your business. He will demonstrate how his full-stack ABM model can help you put ABM at the heart of your go-to-market strategy and ensure it is intrinsically connected to your wider marketing activities. Robert will also give you roadmap to select the right kind of ABM for your organisation and the tools to sell ABM into senior management and engage the sales organisation whilst ensuring that you’re investing your time and resources in the most effective way possible.
What will the audience learn?
- Develop the right ABM strategy for your organisation.
- Learn how ABM can play a key part of your overall GTM strategy
- Connect ABM to your wider marketing activities
- Create a compelling pitch for senior management and sales
- Define the best way to measure success Learn how to put the right foundations in place for a successful ABM programme
Learn how to put the right foundations in place for a successful ABM programme
How do you equip account teams with the right sales enablement tools, at the right time, for the right ABM motion? Attendees will hear perspectives from two ABM marketers who have successfully landed scaled ABM campaigns with their sales organisations. We’ll discuss which ABM motions are right for scaling, how does your relationship and interaction with sales teams change depending on the type of motion and how do you right-size your sales enablement toolbox to avoid ‘overwhelm’. Additionally, we’ll explore the different types of metrics you can apply when looking specifically at pipeline progression.
This session will cover:
- What type of ABM motions can be scaled?
- How does that motion shape the sales enablement approach you take?
- What sales enablement tools and tactics do you need to equip sales organisations with?
- How do you track and measure contribution to improved sales performance and pipeline?
In this candid fireside chat, we’ll peel back the layers of ABM and reveal the true grit involved in scaling this strategy. ABM promises personalized, targeted approaches to winning high-value customers, but the journey to scale it is full of challenges that are rarely discussed.
We'll dive into the hardest truths companies face when moving from a pilot to full-scale ABM:
- What’s the toughest part of keeping your marketing efforts personal without overwhelming your team?
- How do you leverage automation without sacrificing the human touch that makes ABM so effective?
- How do you navigate sales and marketing alignment, cut through data noise, and focus on metrics that truly matter?
- How can businesses effectively walk tightrope balancing technology and human effort?
Additionally, for leaders pushing for immediate ROI, showing patience and proving long-term value is a gritty but essential part of the process. Newcomers to ABM will also learn the biggest misconceptions and hurdles they need to prepare for as they embark on their own ABM journey.
Whether you’re just starting or are already scaling ABM, this discussion will offer real-world insights and practical advice on the perseverance needed to succeed.
Struggling to implement Account-Based Marketing (ABM) due to lack of buy-in from stakeholders? Join our transformative workshop led by internationally acclaimed speaker Natalie Furness, a renowned expert in driving change across start-ups, scale-ups, and enterprises.
In this interactive session, Natalie will share her proven strategies for gaining traction and executing ABM initiatives, even when traditional buy-in seems elusive. Learn how to navigate organizational hurdles and discover innovative, discreet methods to integrate ABM into your marketing strategy.
With Natalie's insights, you'll uncover actionable techniques to champion ABM, align your team, and deliver impactful results without the need for upfront consensus. Whether you're a marketer or a change leader, this workshop equips you with the tools to succeed in challenging environments. Don’t miss this opportunity to transform resistance into results!
Dive into the future of ABM in this insightful, interactive workshop. Together, we will delve into a reimagined 5-step ABM process, leveraging cutting-edge AI capabilities. Through collaborative exercises, you'll discover innovative ways to generate insights, personalize outreach, drive engagement, and achieve better business results. Whether you're dealing with data overload, struggling to scale personalized outreach, or aiming to stay ahead of the competition, this workshop offers actionable insights. As a bonus, we will summarise the workshop outputs and share this with session participants after the event.
Drawing on years of hands-on experience delivering business results through the meaningful and smart use of technology in ABM, our speakers will equip you to use genAI ethically in your ABM programme.
Don't miss this opportunity to future-proof your ABM strategy and gain a competitive edge in the AI-driven marketing landscape.
What will the audience learn?
- Considerations for ethically integrating GenAI into each step of the ABM process
- Practical techniques for AI-driven insight generation, content creation, personalization and engagement.
- Best practices for responsible AI adoption in marketing
In this interactive workshop, attendees will learn how to ethically leverage Generative AI in ABM to help scale across more accounts and drive better business results.
Join HUT 3 for a session where theory meets practice. We will hear about four ground-breaking ABM campaigns - ranging from 1:1, 1:Few and 1:Many approaches - and the strategies each used to drive exceptional results. In this unique session, Immuta, Fluke Reliability and UiPath ADP will present alongside HUT 3, and each give us an inside-look into their campaigns. Attendees will emerge with four indispensable lessons to integrate into their own ABM efforts.
These real-life (and award-winning!) examples showcase: the power of targeted, personalised, and creative strategies to drive exceptional business outcomes; how a well-executed ABM strategy that nurtures key accounts can drive continuous growth; how to integrate AI to analyse data, predict trends, and personalise outreach at scale; and how to drive pipeline opportunities in new territories through tailored content and a strategic outreach.
Want to know how an award-winning 1:1 at scale program achieved 142% Incremental Annual Recurring Revenue over two years? Or what a 1:many campaign did to drive $1.2M USD in lead pipeline value across 12 target territories in just six months? Come find out and elevate your own ABM game with insights and actionable strategies from HUT 3.
In this session, we learn how marketing and sales alignment enabled this company's ABM strategy to drive engagement, awareness and pipeline into their top target accounts.
Attendees will hear how they leveraged data insights and their propensity modelling to help identify target accounts, and how this served as a bridge to drive tighter marketing and sales alignment.
We will hear how the company is continuing to evolve its marketing strategy as it heads towards FY25, building out its target account marketing engine jointly with sales, and refocusing its field and channel marketing resources to align closely with high potential accounts and deliver personalised solutions.
This session will cover:
AI-driven insights: harness AI and Data Cloud to predict buyer behaviour and personalise outreach, giving real time lead delivery
Seamless sales integration: exploring TruthProfiles and identifying touch points to ensure budget and time is spent effectively
Customer success: how to create trailblazers, generate new opportunities and build trust with customer success
We have all heard about how to setup and establish your ABM program, but now that ABM has been established for over two decades in the B2B marketing world, many of us will begin to find ourselves coming into organizations with established ABM programs.
So, how do you evolve a pre-existing ABM program and what’s the difference between launching ABM vs evolving it? This speaker has been doing ABM for over 15 years. and taking a mature company in ABM to the next step has revealed big differences between establishing and evolving an ABM program.
In this session, you’ll get practical advice and guidance on:
- How far can you get in the first 12 months?
- How do you overcome a legacy perception of ABM?
- How to evolve the program and not make it “another” ABM approach
- Steps to take to find the right approach for your organization
- How to make the most of pre-existing tools
Achieving true collaboration between sales and marketing is the cornerstone of a
successful ABM strategy. But how do you go beyond alignment to build a cohesive that works together to achieve shared goals? In this session, join Sabre’s Kseniya Evseeva, Principal Marketing Manager, and Nisha Botevyle, Director Strategic Development EMEA, as they explore how to create a unified team focused on driving
results at key accounts.
We’ll share strategies for aligning marketing and sales around a common purpose, from
joint planning and feedback loops to leveraging sales insights and marketing data for
more targeted ABM tactics. You'll also learn about the concept of a Win Team - where
marketing and sales function as one to move accounts through the funnel, from
awareness to closing deals.
This session will provide actionable insights on overcoming collaboration challenges
like silos and resource allocation, ensuring both teams are working together seamlessly
to fuel ABM growth.
Join us to discover:
- How to form a Win Team where marketing and sales collaborate to drive account success.
- Strategies for aligning both teams around shared goals, metrics, and account insights.
- Practical solutions to common collaboration challenges like silos and resource limitations.
- Real-world examples of breakthrough moments when marketing and sales work as one.
Creating a Win Team between sales and marketing enhances collaboration, driving more impactful ABM campaigns that lead to greater account engagement and success. Join us to learn how!
ABM was forged in the fires of the noughties, right around the time of Facebook’s launch. If this feels like a long time ago, it is. The market today is highly complex and fragmented, and although there have been adaptations over time, the ABM model still isn’t fit for purpose. We’re in need of a revolution.
In this session EVP of Growth at Just Global, James O’Flaherty will discuss redefining ABM so that it’s fit for the future, including what this looks like and how it could work in practice. He’ll be joined by a special guest, to be announced closer to the event.
This session will cover:
- The need for a higher guiding principle for successful ABM
- Common misconceptions around ABM today
- The convergence of demand generation and ABM
- The market of ‘ABM platforms’
- The pyramid shaped ABM model, and what a new model could look like
After winning the most awards at last year’s B2B Marketing Awards, Radish is opening its doors to share the 10 creative techniques, frameworks, tools, and strategies they wouldn’t do ABM without.
You’ll discover:
- What makes genuinely differentiating creative
- The most effective, practical frameworks from planning and executing campaigns.
- The tools that are worth the investment
- And of course, real-life, tangible examples for all of the above!
Wherever you are on the ABM rollercoaster, whether you're just starting out or scaling up, these are the non-negotiables you need to know about —tried, tested, and trusted to deliver.
Beset by tough macroeconomic conditions, tighter budgets and rapidly changing GTM propositions, B2B marketers are in a tough spot. For those engaged in delivering Account-Based Marketing (ABM) programmes, the pressure to deliver results more quickly and predictably from their activities is rapidly increasing - and yet, the context of their business goals, priorities, and timelines may be shifting just as quickly.
Against this challenging backdrop, Greg Salmon, Chief Commercial Officer, Agent3 Group, will lead a panel discussion with leading B2B marketers looking at how ABM teams can build and execute strategic programmes which drive sustainable growth in key accounts, even in a volatile environment.
Attendees will learn:
- How to drive agile and dynamic account selection, while avoiding a ‘knee-jerk’ approach.
- How to demonstrate quick wins to the business in the very early stages of an ABM programme, when stakeholders may have time-pressure anxieties
- How to reassure stakeholders that ABM can flex and adapt to changes in internal strategy or the customer landscape
After a stop and start approach with ABM this session will cover how State Street, a leading global financial services firm was able to successfully embed an ABM 1:Few approach as part of their go-to-marketing strategy. ABM was born in the tech industry and financial services have been historically slow in adoption so this session will cover accelerated the adoption in this financial services firm.
The session will cover:
- What finally made ABM sticky
- The pitfalls learnt on the way
- How the ABM approach pivoted from 1:One to 1:Few
- Examples, successes from the ABM program and what’s next!
The session will benefit delegates who are struggling to embed ABM more permanently into their strategies and those from industries where ABM is not as common i.e. financial services. It will also, address with practical examples how to scale and demonstrate ROI of ABM campaigns.
Dive into the future of ABM in this insightful, interactive workshop, led by Inflexion Group’s Senior Consultant Dorothea Gosling. Together, we will delve into a reimagined 5-step ABM process, leveraging cutting-edge AI capabilities. Through collaborative exercises, you'll discover innovative ways to generate insights, personalize outreach, drive engagement, and achieve better business results. Whether you're dealing with data overload, struggling to scale personalized outreach, or aiming to stay ahead of the competition, this workshop offers actionable insights. As a bonus, we will summarise the workshop outputs and share this with session participants after the event.
Drawing on years of hands-on experience delivering business results through the meaningful and smart use of technology in ABM, Dorothea will equip you to use genAI ethically in your ABM programme.
Don't miss this opportunity to future-proof your ABM strategy and gain a competitive edge in the AI-driven marketing landscape.
What will the audience learn?
- Considerations for ethically integrating GenAI into each step of the ABM process
- Practical techniques for AI-driven insight generation, content creation, personalization and engagement.
- Best practices for responsible AI adoption in marketing
In this interactive workshop, attendees will learn how to ethically leverage Generative AI in ABM to help scale across more accounts and drive better business results.
Join Stefano Iacono, 6sense's EMEA Marketing Director, as he unveils ground-breaking insights into the dynamics that are reshaping the landscape of B2B sales and marketing in Europe..
Iacono presents a vision for succeeding in today's buyer-driven market informed by two pivotal new studies. Discover how Europe's top leaders are moving beyond outdated metrics and engaging entire decision-making teams earlier in the process to meet this challenge.
The session will cover:
- Key insights from Cunningham's European buyer behavior study
- Proven strategies for early engagement, drawn from the experiences of European sales and marketing leaders.
- Practical methods to revamp your strategy, including the use of AI and advanced technology to thrive in this new landscape
Attendees will emerge from the session with an understanding of the current European B2B landscape and equipped with new insights for mastering engagement in a buyer-driven market.
In a year marked by big sports and entertainment events and shifting market conditions, Ericsson embarked on a bold journey to capture attention and drive the 5G network investment agenda. Faced with a static market and high customer expectations, the ‘Make It Memorable’ campaign leveraged account-based marketing and AI to break through the usual B2B noise.
Sally Croft, Ericsson’s Head of Marketing and Communications for Europe and Latin America, will take you behind the scenes of this ambitious campaign. Through creative risks, strategic collaboration, and embracing new technologies, the campaign targeted key customer accounts with precision. Sally will share surprising lessons from the journey—showing how bold decisions, timely opportunities, and innovative thinking came together to create a lasting impact, even in challenging market conditions.
What will the audience learn?
- Understand how a brave mindset and timely decision-making can amplify the impact of a campaign and seize unique moments in the market.
- Discover how to transform constraints—like legal guidance and budgetary limitations—into creative opportunities that drive campaign stand out.
- Learn how to leverage your thought leaders for greater engagement with key customer accounts in a dynamic, shifting market.
- Explore the power of collaboration across teams and departments to align business goals, market insights, and innovative marketing tactics.
- Gain insights into blending customer-centric insights to create bold, Ai-led creative executions to break free from the ‘sea of sameness’.
Attendees will learn how bold decision-making, creative use of AI, and targeting precision can uncover engagement opportunities, driving impactful and memorable B2B campaigns.