Getting approval to attend an event shouldn’t feel harder than building an ABM strategy itself.

The European ABM Forum 2026 is a focused, one-day event designed for ABM practitioners who need practical insights, proven frameworks, and real-world case studies they can actually apply and the right set of tools to build a growth engine that’s both resilient and future-proof.
This page gives you everything you need to make a strong business case (without awkward emails or vague justifications). If you're in a hurry or really don't like reading, just send this email to your boss. 

Can't open the link? We've got you covered.

Approving attendance at the European ABM Forum 2026 does not just have to be about time out of the office, it is also about better decisions back in it.

Here’s what your boss gets in return:

Approving attendance at the European ABM Forum 2026 does not just have to be about time out of the office, it is also about better decisions back in it.

Here’s what your boss gets in return:

• More confident strategic decisions

Exposure to how other organisations are scaling ABM reduces guesswork and helps validate (or course-correct) existing plans.

• Lower risk, faster execution

Learning from proven case studies means fewer failed experiments, less wasted budget, and faster time-to-impact.

• Stronger team capability without long-term cost

One day of focused learning brings back frameworks, ideas, and approaches that can be shared across the wider team.

• Better alignment across marketing and sales

Practical insights into how leading teams collaborate more effectively around accounts, pipeline, and revenue.

• Clearer measurement and accountability

Takeaways that help teams define success, improve reporting, and connect ABM activity to commercial outcomes.

 

TL/DR: one approval, multiple long-term gains, without committing to consultants, long projects, or high-risk experimentation.

What if my boss still isn't convinced?

As we know, buying a ticket isn’t always straightforward! Below, we’ve listed some of the common objections you might hear, and how we’d recommend responding to them.

 

“It’s too expensive”

If you consider the number of sessions running this year (15+), the number of ABM experts (20+), and the range of content stages (4 tracks including debates, case studies and workshops), the return on investment from a €495 ticket is huge. The prices will increase once the Early Bird phase ends on 6 February so this is the perfect time to book your pass while still saving on your investment.

 

“I could get this information elsewhere”

We don’t claim to be re-inventing the wheel, and there absolutely is some amazing free content out there (including on www.b2bmarketing.net). The problem is, how do you know it’s relevant for you right now? We didn’t just get the domain name for no reason back in 2004. We are the world’s foremost authority on B2B marketing and organisers of the renowned Global ABM Conference, and we’ve seen it all over the years. Together with our partners, SPOTONVISION, our reach and knowledge within the European ABM sector means we will bring together the very best expertise and data-driven insights all in one event, giving you the peace of mind that you’re listening to ABM-ers worth listening to. Stop wasting time trawling Google for a great report, and hear from the experts.

 

“We’re too busy”

We know! Marketers are some of the busiest people on Planet Earth, with endless to-do lists, and a say in almost every aspect of the business. With pressure to hit big targets, marketers can fall into the volume trap, thinking that more is more. Actually, we believe that marketers need to take back control, prove to the CEO what they should and shouldn’t be doing, and start being more effective with their time. The European ABM Forum helps you do that by showing you exactly what the world’s greatest ABM-ers are and aren’t doing, helping you up your game and give your boss more blessed time to work with.

What was it like last year?

If you or your boss missed out on the Forum last year, 2026 is the perfect time to be in the room with the biggest and brightest minds in European ABM. Here is what some of our delegates from 2025 have to say about their experience at the Forum:

 

“It’s brought a lot of insight and ideas on ABM. It’s one of the best events I have been to in the past few years.”

- Senior Director, LexisNexis

“Top notch event, great speakers from different industries explaining their learnings on the ABM journey in an easy-to-understand way.”

- Commercial Director B2B, Nespresso

 

“Excellent agenda with something for everyone. The team behind these are experts and that professionalism shines through in all aspects of the experience”

- Director, Head of Europe Marketing Transformation, Fujitsu

 

Hopefully that's all the convincing they will need. So the question isn’t “should you go?”, it’s “why wouldn’t you?”