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.

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:

1. The ABM evolution: from stabilisation to growth acceleration
2. Practical AI use cases in ABM and pursuit marketing
3. How pursuit marketing complements ABM for must-win deals
4. Governance and enablement for deal-specific marketing
5. Metrics that matter: win rates, velocity, and relationship depth

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

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.

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?” 
 

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.

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.