Pursuit Marketing - also known as Deal-Based Marketing (DBM) - is gaining momentum as B2B teams look for ways to drive impact in complex, high-value opportunities.
In this interactive masterclass, Katrin Marquardt (Kyndryl) and Ulrike Wanner (NTT DATA) share how they are evolving from traditional ABM towards a more opportunity-focused, deal-driven approach.

This is not a theoretical session. Both speakers will openly discuss:

• What pursuit/deal-based marketing actually means in practice
• How they selected accounts and identified live opportunities
• What worked, what didn’t, and what they would do differently
• How DBM strengthened collaboration between marketing and sales
• How it contributed to winning significant deals

The session is designed as a small-group masterclass (approx. 12–15 participants) and will be highly interactive.

Structure:

• Short introduction to pursuit/DBM from both perspectives
• Fireside-style Q&A with the audience
• A hands-on group exercise based on a realistic deal scenario
• Peer discussion on stakeholder mapping, KPIs, and account flight plans

Participants are encouraged to bring their own questions and real-life cases. Whether you are just starting with pursuit marketing or exploring how to move beyond ABM pilots, this session offers practical guidance and honest experience from teams currently in the journey.

Expect a conversational, tactical, and immediately applicable session - not a slide-heavy presentation.

Please note that this session runs from 15:00 - 16:40.

Places are limited to 10 and available on a first come, first served basis. Workshops can be selected when registering for the event. If you are already registered, please login to your booking to book your place on a workshop.

If the workshop is full, you can be added to a wait list and you will be notified you if a place becomes available.