The European ABM Forum - 11 March 2027, Amsterdam 

Four sessions. One free. Three gated. All worth your time.

The European ABM Forum 2026 brought together 200+ GTM leaders in Amsterdam for a day of practitioner-led sessions on account-based marketing, pipeline acceleration, and the future of B2B growth. These are the sessions that generated the most conversation in the room - and the most requests for recordings afterwards.

200+ attendees · 35+ expert ABM & GTM speakers · 3 tracks of keynotes & case studies · 2 workshop tracks

Shift Left, Shift Right: The New ABM Playbook for 2026
Ingrid Archer from SpotOnVision & Robert Norum from Propolis by B2B Marketing

The opening keynote from The European Forum ABM 2026. Robert Norum (Propolis, B2B Marketing) and Ingrid Archer (SpotOnVision) introduce the Shift Left, Shift Right framework - a practical approach to expanding marketing's influence across the full customer lifecycle. The core argument: the best ABM programmes engage target accounts before they enter a buying process, and extend well beyond the sale into retention and expansion.

Key takeaways:

• How to engage target accounts before they are actively buying

• Extending marketing's impact beyond the sale to drive retention and expansion

• Breaking down silos to unite teams around a customer-centric approach

• Using AI to scale personalised efforts while keeping strategy human-led

Resilient growth starts with alignment: A B2B leadership conversation
Martin O'Malley from Wolter Kluwer, Naomi Landman from Renewi, Mark Appel from Sendcloud & Duncan Hobeijn, ex-Gynzy

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.

How AI is (and isn’t) changing how buyers buy
Kerry Cunningham, Head of Research & Thought Leadership, 6sense

Nearly all B2B buyers use LLMs during their journey, but its impact is not what breathless LinkedIn posts would suggest. In this presentation, 6sense unpack how AI is and isn’t impacting buying. See how their experienced buyers still form preferences early and why seeing and impacting the entire buying journey is more important than ever.

Key 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.

ABM 2030: The yellow brick road to real results
With Becki Howland from Dash0 & Nick Mason from Turtl

As AI reshapes B2B marketing, account-based marketing (ABM) teams face growing pressure to prove revenue impact. Join Turtl CEO Nick Mason and Dash0 Global Revenue Marketing Leader Becki Howland to explore the trends, strategies and AI-powered playbooks shaping the future of ABM.

Learn how to:

• Use the signalverse to transform account-based marketing.

• Make creativity a competitive advantage in the age of AI.

• Build and scale ABM programmes that demonstrate measurable revenue impact.