From Global ABM insight to the 2026 playbook

Last year at The Global ABM Conference, Robert Norum, Propolis ABM and Demand Strategy Expert at B2B Marketing, introduced a powerful shift in how leading organisations think about Account-Based Marketing; moving beyond campaign execution toward full-lifecycle customer growth.

Now, that thinking evolves further.

At The European ABM Forum 2026, Robert returns alongside Ingrid Archer, Co-Founder & Managing Partner at SPOTONVISION, to unveil:

Shift left, shift right: The new ABM playbook for 2026

A fresh, practical framework designed to expand marketing’s influence earlier in the buying journey and long after the deal is won, helping organisations drive retention, expansion, and long-term revenue impact.

MORE INFO ON THIS SESSION

What you’ll see in this preview session

In Robert’s session from The Global ABM Conference, you’ll discover the strategic foundations behind this new approach, including how to:

  • Engage priority accounts before formal demand begins
  • Extend marketing’s role beyond the sale to support growth and loyalty
  • Break down silos and align teams around customer-centric revenue outcomes
  • Use AI to scale personalisation while keeping strategy human-led

These ideas now form the backbone of the 2026 keynote in Amsterdam, where the framework will be expanded with new insight, real-world examples, and actionable next steps.

 

Watch the session that started the shift

 

This is where the conversation began.

Unlock the full session from The Global ABM Conference with Robert Norum and see the thinking that’s shaping the next generation of ABM strategy.

UNLOCK THIS SESSION

Continue your ABM learning

To deepen your perspective ahead of the European ABM Forum, explore these additional resources:

Leads That Convert: Why AI Demands a Smarter Marketing Infrastructure

Discover how AI is reshaping demand generation and what marketers must change to convert engagement into long-term customer value.

How to tell if you're a left-brain or a right-brain marketer

Understand how different thinking styles shape marketing strategy, and execution and what that means for modern ABM.

ABM Award-Winning Strategies for B2B Growth

Real programmes. Proven results. Practical lessons from organisations delivering measurable ABM impact.