What's on the agenda?
Hear from 20+ expert ABM speakers and experts across 4 content tracks. Discover game-changing ideas, bold strategies, and innovative technologies to boost your account-based marketing strategy and drive growth.
Get settled, enjoy a breakfast spread and network with other attendees.
First hand experience from pitching ABM concept to implementing a pilot, developing a team from scratch and ultimately integrating a strategic approach of client centric marketing as a core component of the marketing strategy. The admittedly intensive journey led to rewarding customer and sales feedback, real added value for the business but also genuine human relationships due to memorable experiences. The intention of the talk is to share learnings from avoiding pitfalls to examples of how ABM plays across various channels might look like as an impulse for inspiring exchange within the ABM community.
Session focus
- Strategy & Planning: High-level discussions on designing and implementing ABM strategies.
- Personalization & Content: Creating customized campaigns and messaging for target accounts.
- Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams.
Audience Level
- Beginner: For attendees new to ABM, focusing on fundamentals.
- Intermediate: For those with some experience, diving deeper into techniques and tools.
- Advanced: For seasoned professionals looking for cutting-edge strategies and innovations.
Industry Relevance
- Enterprise ABM: Topics for large organizations managing complex campaigns.
- Industry-Specific Examples: Tailored strategies for sectors like technology, finance, healthcare, etc.
Emerging Trends
- Omnichannel ABM: Strategies for engaging accounts across multiple channels.
Organizational Challenges
- Overcoming ABM Obstacles: Addressing common pain points like data quality or team alignment.
Specific Goals for ABM
- Pipeline Acceleration: Tactics to move target accounts through the sales funnel faster.
- Customer Retention: Using ABM to strengthen existing relationships and drive upsells.
- Account Expansion: Targeting additional opportunities within existing accounts.
Organizational Change and Leadership Buy-In
- Securing Executive Support: Strategies for gaining leadership commitment to ABM initiatives.
- Driving Cultural Change: Shifting organizational mindset to embrace ABM across teams.
- Cross-Department Collaboration: Breaking down silos between marketing, sales, and other functions.
- Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes and storytelling.
Discover how to create impactful, targeted marketing strategies in this hands-on 1.5-hour workshop. Whether you're new to ABM or looking to refine your approach, this session will equip you with actionable insights and practical tools.
Key takeaways:
- Gain a clear understanding of targeted marketing strategies and their role in ABM.
- Follow a step-by-step guide to successfully implement ABM in your organisation.
- Learn proven tips to align marketing and sales teams for shared success.
Join Ingrid Archer from SPOTONVISION to transform your sales and marketing efforts with a focused, account-based approach.
Limited number of seats available. Registered delegates will be able to book their place two weeks out from the event.
In the healthcare diagnostics industry, delivering personalized and seamless customer engagement requires more than aligning sales and marketing - it involves building bridges across all touchpoints, from customer success and service to legal and tender management. This presentation will showcase how Roche Diagnostics adopted Account-Based Marketing (ABM) as a unifying framework to break down silos, foster collaboration, and deliver an exceptional end-to-end experience. By sharing our journey of change management, securing leadership buy-in, and leveraging innovative tools (like AI), I’ll illustrate real-world ABM use cases that integrate across the customer lifecycle, ensuring consistent value delivery and positioning Roche as a trusted healthcare partner. The session aims to inspire the audience with key lessons learned and offer actionable insights to incorporate in their own ABM journeys.
Session Focus
- Strategy & Planning: High-level discussions on designing and implementing ABM strategies.
- Tactical Execution: Practical tips and step-by-step approaches to running ABM campaigns.
Sales-Marketing Alignment
- Best practices for collaboration between sales and marketing teams.
Audience Level
- Intermediate: For those with some experience, diving deeper into techniques and tools.
Industry Relevance
- Industry-Specific Examples: Tailored strategies for sectors like technology, finance, healthcare, etc.
Emerging Trends
- AI in ABM: Leveraging artificial intelligence and machine learning.
- Omnichannel ABM: Strategies for engaging accounts across multiple channels.
Organizational Challenges
- Scaling ABM: How to expand ABM initiatives across teams or regions.
Specific Goals for ABM
- Pipeline Acceleration: Tactics to move target accounts through the sales funnel faster.
- Account Expansion: Targeting additional opportunities within existing accounts.
Organizational Change and Leadership Buy-In
- Driving Cultural Change: Shifting organizational mindset to embrace ABM across teams.
- Cross-Department Collaboration: Breaking down silos between marketing, sales, and
- other functions.
- Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes
- and storytelling.
Join Tim Navis-Vonsée as he presents a comprehensive guide to Account-Based Marketing (ABM) with a focus on deal-based marketing and top priority accounts. This session will provide actionable insights and strategies to help you align your sales and marketing teams for ABM success, which metrics to focus on, and how to bring it to life through real-life examples.
The presentation will cover:
1. Aligning KPIs: Tim will discuss the essential metrics that both sales and marketing teams should focus on to ensure alignment on top priority accounts. He will highlight the importance of shared KPIs and how to track success effectively within the context of deal-based marketing.
2. Aligning People: Beyond metrics, Tim will explore strategies for fostering collaboration and communication in order to deliver the best deal-based marketing. He will share best practices for building unified goals and strategies, and ensuring everyone is collaborating towards the same success, specifically for ABM initiatives.
3. How Do We Bring It to Life: To illustrate these concepts in action, Timwill be joined on stage by an Account Executive (AE). Together, they will provide a real-world example of how ABM can lead to successful deal-based campaigns focused on top priority accounts.
Session Focus
- Metrics & Measurement: Tracking success, ROI, and KPIs in ABM.
- Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams.
Audience Level
- Intermediate: For those with some experience, diving deeper into techniques and tools.
Industry Relevance
- Enterprise ABM: Topics for large organizations managing complex campaigns. Emerging Trends ❑ Data-Driven ABM: Using advanced analytics and insights to optimize campaigns.
- Omnichannel ABM: Strategies for engaging accounts across multiple channels.
Organizational Challenges
- Overcoming ABM Obstacles: Addressing common pain points like data quality or team alignment.
Specific Goals for ABM
- Pipeline Acceleration: Tactics to move target accounts through the sales funnel faster.
- Customer Retention: Using ABM to strengthen existing relationships and drive upsells.
Organizational Change and Leadership Buy-In
- Cross-Department Collaboration: Breaking down silos between marketing, sales, and other functions.
- Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes and storytelling.
In today’s competitive market, aligning marketing and sales is key to success. Ivy Vanderheyden, VP Marketing at LR Benelux, shares how her team partnered with sales to create a powerful Account-Based Marketing (ABM) program.
This session covers:
- Strategy: Identifying and prioritizing key accounts.
- Collaboration: Building joint ownership between marketing and sales.
- Success Metrics: Setting up, tracking, and evaluating ABM performance.
- Impact: Real-world results and key takeaways.
Gain practical insights on fostering cross-functional collaboration, using data for personalized engagement, and driving measurable business growth with ABM. Whether launching or optimizing your ABM strategy, this session offers valuable inspiration.
Today, Marketers are able to measure almost everything. But measuring the success of ABM programs can be a challenge as ABM is more than revenue, it drives relationships and reputation. We all know, falling back into pure revenue driving measures is a slippery slope, ending in lead generation.
This presentation is about the potential of defining the right measures to drive behavior in Marketing teams, to improve alignment with sales and business leaders and to improve long term customer relationships.
Session Focus:
- Metrics & Measurement: Tracking success, ROI, and KPIs in ABM.
- Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams.
Audience Level:
- Beginner: For attendees new to ABM, focusing on fundamentals.
- Intermediate: For those with some experience, diving deeper into techniques and tools.
Emerging Trends:
- Future of ABM: Predictions and trends shaping the next phase of ABM.
- Data-Driven ABM: Using advanced analytics and insights to optimize campaigns.
Organizational Challenges:
- Scaling ABM: How to expand ABM initiatives across teams or regions.
- Overcoming ABM Obstacles: Addressing common pain points like data quality or team alignment.
Organizational Change and Leadership Buy-In:
- Securing Executive Support: Strategies for gaining leadership commitment to ABM initiatives.
- Driving Cultural Change: Shifting organizational mindset to embrace ABM across teams.
- Cross-Department Collaboration: Breaking down silos between marketing, sales, and other functions.
- Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes and storytelling.
ABM success mirrors the dynamics of high-performing sports teams: alignment, collaboration, and shared purpose drive exceptional outcomes. Just as athletes must trust and rely on one another to win championships, marketing and sales teams must break down silos and function as a cohesive unit to win target accounts.