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