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.
ABM success isn’t just about targeting the right accounts—it’s about leveraging data to create scalable, revenue-driving strategies. In this fireside chat, two ABM experts will unpack how data and intent signals are transforming ABM programs.
Join us as they share real-world experiences on:
- Building scalable ABM frameworks—from pilot to enterprise-wide execution
- The role of data in aligning marketing and sales for stronger pipeline impact
- Integrating intent data into your ABM strategy for smarter engagement
- Best practices for measuring success and proving ROI
Whether you’re just starting your ABM journey or looking to refine your approach, this conversation will provide actionable insights to elevate your strategy.
By 2025, leveraging AI in B2B marketing and Account-Based Marketing (ABM) isn’t optional - it’s essential. But the path to AI success isn’t always smooth. In this session, we’ll cut through the hype and dig into genuine best practices alongside real-world failures. Discover where AI truly drives results and where it can derail your strategy if misapplied. Walk away with practical insights on avoiding common pitfalls and embracing proven tactics to future-proof your marketing efforts. Let’s get serious about AI and ensure you have the tools to thrive in the evolving world of B2B and ABM.
Artificial Intelligence is revolutionizing Account-Based Marketing (and B2B marekting) by enhancing targeting, personalization, and efficiency. AI-driven insights help marketers identify high-value accounts, optimize engagement, and automate processes. However, adoption challenges, legal restrictions, data quality issues, and the need for marketing-sales alignment can slow AI’s impact.
This panel will explore how AI is reshaping ABM strategies, discussing real-world applications, key benefits, and common pitfalls. Our expert speakers will share practical insights on leveraging AI to enhance ABX, improve campaign performance, drive business growth and potentially enables marketing dream, do more with less.
In today’s dynamic B2B industry, it becomes essential for business leaders and brand custodians to adapt with the trends of target audiences and formulate the best-in-class go to market strategy. At Henkel, we are moving away from the traditional ABM practices to ABX- Account Based Experiences which keeps the customer at the core of our strategy. We are shifting our focus from traditional lead funnel models to diving deeper into the customer related touchpoints like Marketing engagement and Sales engagement scores, pipeline, TAM, SAM and SOM.
We integrate AI in our campaign stages for better ROX through the below:
- In-depth research for the Industry vertical and Key accounts
- Customized content: White Papers/Infographics/Landing pages
- Personas of decision makers
- Media strategy
Key take-aways:
- Become an ABX expert by implementing technologies that enhance the customer experience.
Session Focus:
- Strategy & Planning
- Technology & Tools
Audience Level:
- Intermediate
Industry Relevance:
- Industry-Specific Examples
Emerging Trends:
- AI in ABM, Building Long-Term Buy-In
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.
Your buyers do not follow your nurture campaigns, and they don’t need to be educated. B2B buyers are swamped with information but insist on coming to their own conclusions. In this session, we’ll explore the latest research on how buyers navigate the path to purchase and what revenue teams must to do adapt.Key Takeaways:
- Understand the real shape of today’s B2B buying journey, including when and how buyers choose.
- Learn how to align marketing and sales efforts to support buyers where they are, rather than forcing them into an outdated models.
- What ABM Really Looks Like – See why a true buyer-first strategy naturally resembles ABM, but with a broader, more practical execution that scales beyond high-touch enterprise deals.
The most successful ABM strategies don’t happen by chance, they’re powered by a well-oiled machine where people, processes, and technology are perfectly aligned to target, engage, and convert high-value accounts. But building that machine takes more than just great tools or ambitious goals; it requires intentional design, cross-functional collaboration, and operational excellence. In this session, Ricky will share how we’ve tackled this challenge at Adyen, giving you an inside look at what it really takes to scale and sustain a high-impact ABM program. You’ll learn how to:
- Structure your teams for seamless alignment between Marketing, Sales, and RevOps
- Build internal processes that enable smooth collaboration, consistent execution, and clear accountability across departments
- Select and integrate the right technology to support your strategy without adding complexity
Whether you're launching ABM for the first time or optimizing a mature program, this session will equip you with the frameworks, best practices, and real-world insights to build an ABM engine that drives measurable, long-term revenue growth.
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.
Embark on a transformative journey with Fujitsu's ABM strategy, evolving from 2014 to today. Discover the essence of ABM tailored to your company's unique needs, from defining account selection criteria to resourcing effectively.
We'll share three compelling case studies from the UK and Finland, highlighting early engagement, stakeholder processes, and ROI. You'll learn about the importance of sales and marketing alignment, asset reuse, and using customer language and products. We'll also explore how modern tools could have enhanced our journey. Finally, Luxid will present innovative strategies to bring ABM to life, including creative approaches and leveraging AI tools.
Join us for an insightful session packed with top tips and case studies that will inspire and equip you to elevate your ABM game.
ABM is a lot more nuanced than running hyper-targeted Ad Campaigns and Intent Data. Discover the differences between running a Tactical ABM Approach vs a Strategic ABM Business initiative. In this 75 min workshop, we’ll break down the differences between “just doing ABM” and what it means to strategically roll it out across your entire Revenue Department. This session will be broken up into three sections:
- What’s the difference between Tactical and Strategic ABM, when and why is each required, and how to apply them in your Revenue Motion
- How and when you need select which ABM strategy is right for you in the short, middle and long term based on your ICP and ACV goals
- Unlocking ABM 2.0 and how it differs between EU and US
Each section will open with an introductory presentation that outlines terminology, stakeholders, and their contextual relevance to each business use case. This will be followed with an individual assessment to help you decide and facilitate the right application of ABM in your day-to-day.
You’ll walk away from this session with a personal assessment and guidebook on how to action ABM in your organization across all revenue departments,
Key takeaways:
- How to (Re)Build your ICP
- What’s needed to for an effect ABM-based GTM Motion
- Define which ABM Strategy is right for you (1:1, 1:Few, or 1:Many) and why
- Follow a step-by-step guide to successfully implement ABM in your organisation.
- Learn the key steps to build a Full-Funnel ABM motion across all revenue departments.
Join N.Rich to transform your GTM Motion with a focused, account-based Strategy.
Limited number of seats available available on first come, first served basis.
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.
As we wrap up the day, this interactive closing session will bring together key takeaways, lessons learned, and action plans. Rather than a traditional recap, we’ll turn the spotlight on you—the audience—to share your biggest insights, the strategies you plan to implement, and the challenges that still need solving.
This is your chance to engage, exchange ideas, and leave with clear next steps. Let’s close the day with collaboration, actionable insights, and a shared vision for the future of ABM (and AI)!