The 2026 Agenda
Explore the 2026 agenda below or download the delegate pack.
Get settled, enjoy a breakfast spread and network with other attendees.
Track: Keynotes
The rules of B2B engagement have fundamentally changed. In this opening keynote, ABM experts Robert Norum and Ingrid Archer will introduce the Shift Left, Shift Right approach, a fresh, practical strategy for expanding marketing's influence across the full customer lifecycle. Learn how to engage your target accounts earlier in their journey and extend your impact well beyond the sale to maximize retention and long-term growth. With actionable strategies, real-world examples, and immediate takeaways, this session is essential for anyone looking to elevate their ABM efforts in 2026.
Key takeaways:
- Engage target accounts before they enter a buying process
- Extend marketing’s impact beyond the sale to drive retention and expansion
- Break down silos and unite teams around a customer-centric approach
- Use AI to scale personalized efforts while keeping strategy human-led
Track: Keynotes
ABM doesn’t stop once the deal is closed. As growth targets rise and budgets tighten, leading B2B teams are extending ABM beyond new logo acquisition to drive retention, expansion, and long-term customer value.
In this customer-led panel, Demandbase customers will share how they apply ABM across the entire customer lifecycle from identifying and prioritising high-value target accounts, to accelerating pipeline and ultimately expanding and deepening relationships with existing customers. You’ll hear real-world examples of how teams use intent, engagement and account-level insights to trigger the right plays at the right time, align marketing, sales, and customer success, and measure impact beyond pipeline alone. Whether you’re looking to scale ABM, improve close rates, or unlock more revenue from your current customer base, this session will offer practical frameworks, honest lessons learned, and actionable takeaways you can apply immediately.
Track: Keynotes
We're not in Kansas anymore, Toto.
B2B marketers are now on the hook for revenue. There’s increasing pressure to deliver real results and ABM has been a longstanding pillar that marketers have leaned on. AI is both a threat and a mystery. The pressure to prove value in hard numbers is mounting, but the rules have changed. And so has the playbook for success.
Join Turtl CEO, Nick Mason, and Dash0 Global Revenue Marketing Leader, Becki Howland, as they share the important trends shaping the future of ABM, and the playbooks forward-thinking marketers are using today to get ahead of tomorrow.
Learn how:
• The signalverse is transforming the future of ABM
• AI is making creativity your most important asset
• To create and scale programs that show & grow your revenue impact
Track: 3
In today’s volatile B2B landscape, resilient growth demands more than strong tactics - it requires aligning ABM and Deal Based Marketing (DBM) to create true customer-centricity. By uniting account strategy and deal strategy, teams gain deeper client insight, respond with greater precision, and act cohesively in delivering value that stands out even under price pressure or shifting buying dynamics.
But resilience is also human. Marketing and sales teams need the mindset and confidence to navigate setbacks, collaborate across functions, and proactively shape outcomes. Personal resilience enables them to adapt, learn, and remain motivated, even when deals fall through or obstacles arise.
AI then becomes an enabler by automating manual tasks and uncovering insights which people can build on and focus where it matters most: building trust, deepening relationships, and driving impact.
This session will show how NTT DATA’ s integrated ABM and DBM approaches ensure cohesion, strengthen teams, and unlock sustainable growth in uncertain times.
Track: 1
In 2026, the most successful ABM programs aren’t defined by the size of their tech budget, but by the depth of their internal intelligence. For years, we’ve been told that high-volume outreach must be generic, and deep personalization must be slow. AI has finally broken that trade-off, allowing Marketing to scale 1:1 or 1:few relevance across the entire target list.
This session pulls back the curtain on Culture Amp's sophisticated revenue machine built on Salesforce, 6sense (including AI Email), ZoomInfo AI, Outreach, Gong, Segment, Amplitude, and Qualified. But the true inspiration isn't in the tools. It is in the shared execution loop that they create. We will explore how AI acts as the connective tissue that finally aligns Sales and Marketing, not through meetings, but through shared, real-time account insights.
Most importantly, we will show you how to look at the Goldmine in your CRM with fresh eyes. You will see how AI can mine "Signals in the Attic"; the unstructured notes, stalled deals, and hidden web behaviours, to generate high volumes of hyper-personalised content. Whether you have an enterprise suite or are leveraging AI to bridge the gaps in a lean stack, you will leave inspired to turn your owned data into your greatest competitive advantage. This is the end of manual alignment and the beginning of an AI-powered engine that treats every account like your only account.
Track: 2
When Kyndryl spun off from IBM in 2021, ABM became the cornerstone for stabilising relationships and driving growth. Over four years, we evolved from strategic ABM foundations to AI-powered orchestration and, most recently, to Pursuit Marketing—a laser-focused approach for high-value opportunities. This case study explores that journey: how we embedded marketing within account teams, leveraged AI for insight generation and flight plan automation, and built a pursuit marketing function that accelerates deal velocity and win rates. Attendees will learn how Kyndryl scaled ABM from 1:1 to cluster programmes, introduced AI bots for account intelligence and RFP analysis, and institutionalised pursuit marketing as a growth engine for GT10 deals.
Key takeaways:
- The ABM evolution: from stabilisation to growth acceleration
- Practical AI use cases in ABM and pursuit marketing
- How pursuit marketing complements ABM for must-win deals
- Governance and enablement for deal-specific marketing
- Metrics that matter: win rates, velocity, and relationship depth
Track: 5 - Workshops
The customer journey is being disrupted as search traffic declines and consumers shift from keyword-based searching to conversational Answer Engines. With 6 in 10 people already relying on AI to make purchasing decisions, brands are losing control of key customer touch points. Join Ravi Patel, Director of Sales of Profound, as they explain how to navigate the AI Funnel, where discovery, evaluation, and purchase now happen within a single conversation. Drawing on insights from over 1 billion analyzed prompts, this session offers a blueprint to track brand visibility in LLMs and utilize AI agents to turn declining organic search into your greatest marketing opportunity yet.
This workshop will run from 11:30-12:40.
Places are limited to 10 and available on a first come, first served basis. Workshops can be selected when registering for the event. If you are already registered, please login to your booking to book your place on a workshop.
If the workshop is full, you can be added to a wait list and you will be notified you if a place becomes available.
Track: 4 - Workshops
In this highly interactive workshop, SPOTONVISION will help you turn account-based marketing from a concept into something you can execute.
You will work on your own account and buying group, define the right message and channels, and you will start building a concrete ABM play that you can take back to your organisation. Expect a practical, hands-on session focused on making ABM work across marketing and sales.
Participants leave with:
- a concrete ABM play for a real account
- a clear view of how buying groups and signals shape ABM
- a better sense of what it takes to make ABM work across marketing and sales
Please note this session takes place from 11:30 - 12:40.
Places are limited to 10 and available on a first come, first served basis. Workshops can be selected when registering for the event. If you are already registered, please login to your booking to book your place on a workshop.
If the workshop is full, you can be added to a wait list and you will be notified you if a place becomes available.
Track: 2
ABM must deliver a consistent global approach while granting local teams the flexibility to respond to market requirements. This session explains how to design and operate an ABM engine that delivers reliable, scalable outcomes across a multinational organization to drive account growth, even in uncertainty.
Key points:
- Global consistency drives measurable outcomes: a unified framework and clearly defined standards on terminology, account selection and data enable comparable metrics, anchors alignment and scales governance across regions.
- Local flexibility accelerates impact through regional nuances such as messaging, channels, tactics and timing without breaking the global model.
I’ll share some of my experiences running global ABM initiatives in very flexible and also very rigid set ups and some of the lessons learned. You’ll hear about what matters for a scaleable and relevant ABM approach: enough consistency to strengthen alignment and measurement, plus some level of flexibility so ABMers can focus on customer priorities and build meaningful relationships. Expect actionable guidance, a compact Center of Excellence model, and a one-question test to audit your program: “What must be global, and what can be local to cut the noise?”
Track: 3
In today’s B2B landscape, automation and AI dominate the conversation—but in logistics human interaction and trust still win. This session explores how a hyper-focused 1:1 ABM approach can deliver measurable impact beyond revenue, strengthening relationships and accelerating pipeline through personalized messaging, tailored content, and authentic human engagement.
We’ll dive into a real case study showing how precision, personalization, and meaningful conversations helped us cut through the noise and create value in long decision cycles.
Session Focus:
- Marketing and Sales Strategy & Planning for 1:1 ABM: Building programs that resonate with strategic accounts.
- Humanizing Marketing in an Automated Era: Marketing and Sales working together using Seismic to make every interaction personal and relevant.
- Driving Long-Term Buy-In: Aligning vertical insights and product relevance to customer priorities.
- Metrics & Measurement: To measure the success of our ABM program, we will track key metrics such as account engagement, pipeline acceleration, growth, revenue impact, account penetration, customer retention and expansion, marketing and sales alignment, and cost efficiency. How this metrics will help us assess the effectiveness of our strategies, ensure meaningful results, and make data-driven adjustments to optimise performance.
- Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams.
Track: Keynotes
AI has made personalization easy. But easy isn't the same as relevant. Relevance comes from translating signals, not just using them. This session breaks down how to build an AI-powered ABM engine where strategy leads and technology follows:
- How to move from surface-level personalization to experiences that genuinely resonate
- How to orchestrate signals across the funnel so relevance deepens as buyers progress
- How to equip sales to act on the right signals at the right time
And why getting this wrong means AI just helps you be generic, faster. You'll walk away with playbooks for putting this into practice, grounded in real-world examples.
Track: Keynotes
In uncertain markets, resilient growth doesn’t come from better campaigns - it comes from aligned leadership and a shared growth language. In this fireside-style conversation, a CEO, CMO, CCO and CFO from leading B2B organisations discuss how alignment at the top creates clarity, confidence, and measurable impact.
The panel will explore why marketing leaders often struggle to be understood at board level and how marketing can (and must) shift its language from activity to outcomes. From revenue contribution and customer value to risk, investment, and growth signals, this session looks at how marketing earns its seat at the table.
Expect honest perspectives on what CEOs, CFOs, and commercial leaders expect from marketing today - and how shared metrics, accountability, and trust turn alignment into resilient growth.
Track: 2
In this session, Mirakl - a leading marketplace, dropship and retail media platform - and SpotOnVision share how they built and launched a scalable 1-few ABM programme targeting 14 enterprise retail accounts across EMEA. Designed under real-world constraints - a small internal team, multiple stakeholders, and limited presence in the targeted markets - the programme focused on efficiency, clarity, and repeatability. The session covers:
- How deep customer insight shaped personas and messaging
- How a three-play ABM structure aligned sales and marketing action
- How thought leadership, personalized content and executive experiences unlocked conversations with CEOs and CDOs.
Attendees will leave with practical lessons for scaling ABM across regions and verticals.
Track: 3
Turning ABM from theory into practice; with practical examples - three key take aways:
- Relevance beats reach.
- Marketing finds the opportunity, sales wins the person.
- AI scales the message but people make it human and personal.
ABM how do you actually make it work in a complex B2B account? Moving marketing and Sales closer enables you to make commercial activities tailored towards the account. Together, we decided on a focused story and approach towards the client, and engaged with concrete activations:
- A summer book campaign tailored to specific stakeholders
- Targeted PSD3 and AI webinars aligned to active opportunities
- Personalised emails and LinkedIn DMs mapped to buying centres
- Account-specific advertising rather than broad awareness spend
AI agents played a key role in scaling these interactions. It enables personalisation at speed while keeping messages consistent across channels. But the real breakthrough, came from changing how we work: marketing moved from a service center to a growth driver, identifying demand early, while sales focused on converting that demand into real, human conversations that move the account forward.
Track: 5 - Workshops
Pursuit Marketing - also known as Deal-Based Marketing (DBM) - is gaining momentum as B2B teams look for ways to drive impact in complex, high-value opportunities.
In this interactive masterclass, Katrin Marquardt (Kyndryl) and Ulrike Wanner (NTT DATA) share how they are evolving from traditional ABM towards a more opportunity-focused, deal-driven approach.
This is not a theoretical session. Both speakers will openly discuss:
- What pursuit/deal-based marketing actually means in practice
- How they selected accounts and identified live opportunities
- What worked, what didn’t, and what they would do differently
- How DBM strengthened collaboration between marketing and sales
- How it contributed to winning significant deals
The session is designed as a small-group masterclass (approx. 12–15 participants) and will be highly interactive.
Structure:
- Short introduction to pursuit/DBM from both perspectives
- Fireside-style Q&A with the audience
- A hands-on group exercise based on a realistic deal scenario
- Peer discussion on stakeholder mapping, KPIs, and account flight plans
Participants are encouraged to bring their own questions and real-life cases. Whether you are just starting with pursuit marketing or exploring how to move beyond ABM pilots, this session offers practical guidance and honest experience from teams currently in the journey.
Expect a conversational, tactical, and immediately applicable session - not a slide-heavy presentation.
Please note that this session runs from 15:00 - 16:40.
Places are limited to 10 and available on a first come, first served basis. Workshops can be selected when registering for the event. If you are already registered, please login to your booking to book your place on a workshop.
If the workshop is full, you can be added to a wait list and you will be notified you if a place becomes available.
Track: 4 - Workshops
Complex buying groups don’t stall because of poor targeting. They stall because confidence breaks down.
Today’s enterprise decisions involve more stakeholders, more scrutiny, and more internal risk. Even the most sophisticated marketing and ABM programmes can generate engagement without generating alignment.
In this interactive masterclass, Propolis CX Expert Barbara Stewart will guide participants through applying a practical Buyer Enablement framework to a real account or opportunity. Using a structured worksheet, you’ll map buying group dynamics, uncover hidden internal friction, identify where decision confidence is breaking down, and design the specific tools and conversations needed to support internal alignment.
Bring a live account. Leave with a confidence-building plan.
Key Learning Points / Takeaways
Participants will:
• Understand why “no decision” is now a bigger risk than competition
• Diagnose where confidence breaks down inside complex buying groups
• Map real stakeholder dynamics within a live account
• Identify hidden sources of friction and misalignment
• Design enablement interventions that support internal consensus
• Leave with a reusable Buyer Enablement worksheet for future opportunities
Please note that this session runs from 15:00 - 16:40.
Places are limited to 10 and available on a first come, first served basis. Workshops can be selected when registering for the event. If you are already registered, please login to your booking to book your place on a workshop.
If the workshop is full, you can be added to a wait list and you will be notified you if a place becomes available.
Track: 3
In this session, Rochelle McCord (BD) and Luisa Wegmueller (Roche) share practical, front‑line lessons on implementing Account‑Based Marketing in complex, highly regulated B2B environments.
Through a conversational storytelling format, they walk through the three biggest barriers marketers face: securing approval for AI‑powered tools, shifting from vanity metrics to ROI‑oriented measurement, and overcoming sales–marketing silos.
Participants will walk away with actionable insights on:
- How to navigate compliance and internal approvals for ABM and AI tools
- Which success metrics truly matter in regulated B2B environments
- How to foster durable sales–marketing alignment
- Where AI creates efficiency and scale without compromising regulatory requirements
Track: 1
1. Why Alignment Still Fails Even in Mature Organisations
During the session I shall dig into the real reasons alignment breaks down, even in companies that believe they already have ABM in place. That includes the organisational and behavioural barriers that keep teams out of sync, the assumptions each side makes about the other, and the gap between looking collaborative and actually sharing ownership. Drawing on my experience leading ABM at NTT DATA and Merck, I shall highlight the patterns that repeatedly stalled progress and what it took to overcome them.
2. The Psychology of Buy‐In
Getting sales and commercial teams to commit to ABM takes more than frameworks or dashboards. I intend to explore what commercial teams need to see, hear, and experience before they truly get behind ABM, and how to shift the dynamic from a marketing‐driven push to a commercially‐driven pull. I also intend to show practical ways to build them so teams engage with ABM in a more meaningful way.
3. Practical Frameworks for Securing Commitment
I would also to share the proven approaches I use to embed ABM into the everyday rhythm of a commercial organization both in my current and previous role/s. This includes for instance co‐designing programs with sales instead of delivering them to sales, aligning on account selection in ways that build confidence, and creating shared success metrics that reflect how revenue is actually generated. My contribution to the topic would also show how ABM becomes far more effective when it’s woven into existing commercial routines such as QBRs, pipeline reviews, account planning.
Summary
In today’s business environment, ABM cannot operate in a silo. Organisations that achieve real alignment between ABM and commercial teams consistently see stronger pipeline quality, higher win rates, and deeper customer relationships. This session would offer a practical roadmap to achieving that alignment through steps that have repeatedly improved performance.
Track: Keynotes
Nearly all B2B buyers use LLMs during their journey, but its impact is not what breathless LinkedIn posts would suggest. In this presentation, we’ll talk about how AI is and isn’t impacting buying. We’ll see how our experienced buyers still form preferences early and why seeing and impacting the entire buying journey is more important than ever.
Takeaways:
- How and why buyers form lasting — and very early — preferences
- Why the sales cycle seems, but isn’t, longer
- AI evaluation uncertainty and economic uncertainty are warping the buying process
- Early shortlist position matters more as evaluation windows compress.
Track: Keynotes
Marit will draw on her experience at the highest level of elite sport. Sailing demands constant decision-making under pressure, often in unpredictable conditions. That makes it a powerful metaphor for business. Marit will show why winning starts with mindset, how to focus on what you can influence, and how to turn pressure and complexity into clarity.
"I am convinced that you cannot win if you have already lost in your mind. This certainly applies to a sport such as sailing, which is a perfect metaphor for business. Both worlds have to deal with uncontrollable factors. I have no influence on my opponents, the weather, or the conditions, but I do have influence on how I deal with them.
A sailing event lasts six days, with two races per day. Under pressure, decisions have to be made continuously. From sports psychology, we know that the more complex and cognitively challenging a sport is, the greater the mental impact. That's why I don't see myself as a champion in sailing, but as a champion in learning.
The overarching principle in sports psychology is Control the Controllables: focus your energy on what you can influence. You have no control over external factors, but you do have control over your mindset, your preparation, and how you respond to challenges. No one has guarantees of success, but we can increase our chances by embracing a growth mindset and training mental skills.
Because often we are our own biggest opponent."
Track: Keynotes
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)!
All guests are invited to join the evening drinks reception, which takes place outside the main conference room.