The 2026 Agenda
Explore the 2026 agenda below or download the delegate pack.
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Get settled, enjoy a breakfast spread and network with other attendees.
Track: 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: Track 1
As B2B buying grows more complex, the companies that win aren’t the loudest—they’re the closest. Being close to the right people, partners, and conversations doesn’t just open doors; it elevates insight, relevance, and precision. Proximity sharpens understanding, revealing critical nuances and context that more distant competitors will miss, turning closeness into a source of sustainable competitive edge.
This session explores how partner proximity, operationalised through nearbound strategy, strengthens trust, reduces signal loss, and enables coordinated action across every sales and marketing touchpoint. Using Dell Technologies and ALSO as a case study, it demonstrates how trusted networks and partner ecosystems can translate proximity into measurable revenue impact.
Key takeaways
- How proximity converted into revenue for Dell Technologies and ALSO
- Why proximity has become a critical source of competitive advantage in modern B2B
- How access to trusted networks elevates insight, credibility, and influence
- Practical guidance on defining and operationalising a nearbound strategy
Track: 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: Track 2
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: 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: Track 3
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: 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: Track 2
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: 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.