What's on the agenda?
Hear from 60+ speakers across 6 content tracks, each specialising in a distinct ABM stage - From planning to piloting and scaling, this year’s content tracks make it easy to identify sessions that align with your specific needs.
CONFERENCE EARLY BIRD TICKET PRICE: £599+VAT | CONFERENCE + TRAINING EARLY BIRD TICKET PRICE: £1399+VAT
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 will explore how companies can drive revenue growth by effectively leveraging data in their sales and marketing strategies.
The discussion will focus on the integration of data analytics, customer insights, and technology to create a strategic advantage in a competitive market.
This session will cover:
- The role of data in transforming sales and marketing strategies.
- Practical approaches to leveraging data for revenue growth.
- Challenges and best practices in integrating data across sales and marketing functions.
How can you increase the return of your ABM programme without increasing your budgets? This was the question driving Annelie Kniep when she took over the ABM program at Splunk. The right answer for Splunk? Take a fresh look to see how ABM could make more of existing initiatives elsewhere in the organisation (and give more value back to them, too). Then turbocharge the programme with AI.
Struggling to build C-suite relationships through their existing ABM, the company decided on a cross-functional approach to ‘in-account services’. This combined a CXO toolkit with an immersive experience to help key accounts build strong C-suite relationships, and used AI tools for a more effective, efficient process.
This redefined ABM process is now driving real growth for Splunk. Find out how Splunk and The Marketing Practice partnered to make this work.
This session will cover:
- How to join up your approach to ABM across functions
- Redefining tangible, achievable goals for ABM
- Crafting a template for accessing the CXO and other C-suite targets
- Creating a toolkit of in-account services that can be leveraged across more accounts
- How AI can accelerate your ABM efforts
Discover how to supercharge your ABM programme by looking beyond the ABM team and combining more distinctive, immersive experiences with smarter ways of working using AI.
ABM has become part of the mainstream, but all too often it is still seen as a bolt-on approach for a handful of ‘pilot’ accounts without a clear connection to broader business imperatives and overall marketing strategy.
Robert Norum, Propolis Expert for ABM & Demand Strategy, outlines a new vision for ABM using his full-stack ABM model, which puts ABM at the heart of your go-to-market strategy and ensures that ABM is intrinsically connected to your wider marketing activities. This model will show you how to use ABM as the basis for your entire GTM strategy, and how to ensure your investing your time and resources in the most effective way possible.
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.
What will the audience learn?:
- Develop the right ABM strategy for your organisation.
- Embed ABM at the centre of your GTM strategy
- Connect ABM to your wider marketing activities
- Create a compelling pitch for senior management and sales
- Learn how to move ABM from being an optional extra to being your core go-to-market strategy
How do you grow an ABM strategy and programme that meets the demands of a sales organisation that expects immediate results? This is the scenario that Ping Identity faced as the company merged with ForgeRock at the end of 2023.
From when the ForgeRock pilot programmes first began in 2023, Ping Identity faced the challenge of building out their strategic approach with a full blown ABM 1:1 and 1:Few “Always-On” strategy within three months of the two companies coming together.
This session delves into the development of their strategic approach - an approach that had to win over C level Execs, Sales leaders and Account owners, many of whom were new to ABM. Attendees will hear how Ping Identity brought the sales organisation on their ABM journey and used a Go To Market multi wave and multi-channel programme to drive awareness, engagement and pipeline from a newly combined customer base.
We will hear about their learnings, good and bad, the results, how they pivoted when things didn’t quite go according to plan, and more importantly where they are going to go next as they draw on their first wave and build out an EMEA focussed ABM Centre of Excellence.
Join Ping Identity for a fast paced, thought provoking and honest look at how they are approaching their ABM strategy, growth and return.
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!
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.
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
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.
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.
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
This session will cover:
- Alignment between marketing and sales over goals, planning and work sessions
- Integrating feedback loops between sales and marketing teams.
- Defining and targeting prospects.
- Leveraging account insights, including qualitative data from sales and quantitative data from MarTech tools.
- Coordinating efforts in campaign execution.
- Challenges in marketing and sales collaboration, including silos, resource allocation, churn.
- And of course, real-world examples
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
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. The session will cover what finally made ABM stick, the pitfalls learnt on the way, how they had to pivot from 1:One to 1:Few and finally the success of the 1:Few campaigns.
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.
After winning the most awards at last year’s B2B Marketing Awards, Digital 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.
In the landscape of B2B marketing, Account-Based Marketing (ABM), Pursuit Marketing, and Sales Enablement are often mixed up, leading to the wrong strategies, and missed opportunities.
This presentation will untangle these three critical pillars, providing a clear, actionable framework for marketers to differentiate and operationalise effectively.
Attendees will walk away with a playbook that clarifies the distinct roles of ABM, Pursuit Marketing, and Sales Enablement and offers practical steps on how to integrate them for optimal revenue impact. Whether you're a seasoned ABM marketer or new to the discipline, this session will equip you with some insights and new tools to drive meaningful B2B success.
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
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 this session, our speaker will delve into the tactics and key lessons that made this campaign a success, showcasing how they not only engaged its customers but also energised its internal teams with an AI-created blue furry mascot!