What's on the agenda?

Over four stages, The Global ABM Conference brings you a carefully curated, high-calibre agenda, designed to pinpoint your marketing needs. You'll be able to curate and tailor your experience based on where you are in your ABM journey, with sessions showing you how to set up for success from the start, or build and grow your existing ABM campaigns.

You'll leave holding the keys to ABM success, with actionable insight to transform your strategy no matter where you are in your journey.

Content tracks

At the Keynote stage, the industry's biggest innovators and disruptors will be showing you how they are changing the game and using ABM to drive their strategy, and deliver some truly impressive results.

This content track will help you to nail down your customer insight and experience by showing you how to identify your key target accounts, understand your buyer's journey, and personalise your outreach.

This content track will focus on identifying your target accounts' specific needs and interests, creating content that is informative and engaging, and using creative visuals and storytelling.

This content track will show you how to optimise your sales alignment and enablement by providing insights on how to identify and prioritise target accounts, develop targeted marketing campaigns, track and measure results, and collaborate with sales to close deals.

There is no doubt that AI has made waves in the B2B marketing industry recently - and rightly so. This stage will deep dive into how you can unlock the power of generative AI to inform, plan and execute your ABM campaigns now and into the future.

9:15 AM


This session will explore the use of artificial intelligence (AI) in account-based marketing (ABM). Jaspreet Bindra, the Tech Whisperer, will provide an overview of AI, its capabilities, and how it can be used ethically. Bev Burgess, who first codified ABM in 2003, will then focus on the specific impact of AI on ABM, including how it can be used to understand accounts, personalise content, and improve campaign effectiveness. 
Join us for this keynote session to:

  • Understand the basics of AI and how it has evolved;
  • Learn about the five fundamentals of generative AI;
  • Consider the ethics of using AI in marketing; 
  • Explore how AI can make you a better ABM-er;
  • Develop a plan for adopting AI into your ABM strategy.

This session is for anyone who is interested in learning more about how AI can be used to improve ABM campaigns. Whether you are a marketing manager, a sales representative, or a business owner, this session will provide you with valuable insights into the future of ABM.

9:50 AM


Traditional marketing playbooks don’t work as well as they used to. Account-based marketing (ABM) is undergoing a transformative shift. The strategies that once drove pipelines and conversions are no longer as effective, with buyers becoming increasingly immune to conventional tactics. As we navigate this changing terrain, the emergence of innovative account-based techniques including AI are setting the stage for a new era of engagement.

Join Jon Miller, former co-founder of Marketo and CEO at Engagio, as he dives into:

  • The Changing Face of Marketing: Why traditional digital, content, and campaigns are witnessing diminishing returns and how to adapt.
  • Redefining the ABM Playbook: The account-based techniques that resonate with today's buyers, from conditioning the market to your solution to engaging the right buying groups with actionable insights.
  • The Power of Buying Groups: Targeting cohesive groups of decision-makers within organizations can amplify your ABM strategies.
  • Future-Proofing Your ABM: Upcoming technologies and techniques, including AI-driven insights and predictive analytics, to stay ahead of the curve.

Whether you're feeling the pinch of dwindling marketing effectiveness or are an ABM enthusiast looking for the next big thing, this session promises a blend of insights, strategies, and a dash of humour from Jon’s dad jokes.

10:25 AM


We all know how valuable an ABM approach can be. Greater engagement, quicker time to sale, happier customers... the benefits are well known. However, actually making ABM central to your overall marketing strategy can be difficult. With pressure from sales to deliver leads upon leads, and with increasingly tight budgets, ABM often becomes a sort of 'bolt-on' tactic, reserved for a handful of strategic accounts. Done correctly, ABM can be central to everything your marketing team does.

This panel conversation will discuss the findings of the latest Propolis Community Sprint, with input from our content partner 6Ssense, and will reveal the challenges that marketers face in building a more mature ABM strategy, as well as the solutions the Propolis community found to help to achieve the gold standard of ABM. 

10:55 AM
Morning coffee break

In the ever-evolving world of Account-Based Marketing, the role of media has become increasingly pivotal. This session is designed to provide attendees with a comprehensive understanding of how to harness the power of various media channels to effectively reach and engage high-value accounts in their ABM campaigns. Drawing on case study examples and best practices, our expert panel will guide you through the strategic deployment of media resources to elevate your ABM initiatives to new heights.

Key takeaways for this session are:

  • How to embrace a media-first approach in ABM to boost engagement with high-value accounts.
  • How to create tailored, relevant content that resonates with specific target accounts.
  • How to use KPIs and data analysis to measure the success of media-driven ABM campaigns.


Join us for an engaging panel discussion led by Robert Norum, a renowned ABM and demand strategy expert at B2B Marketing, featuring two industry-leading practitioners, Hanna Leerink, Senior Marketing Manager UKI at Trend Micro, and Neil Berry, Global Account Based Marketing Director at Capgemini as they discuss their own experiences with ABM transformation. In this session, we will delve into the intricacies of using ABM to transform your marketing function and drive substantial growth.

This session will cover:

  • How to build an ABM strategy that's right for your business
  • How to identify and target your ideal accounts
  • How to create and execute ABM campaigns
  • How to measure and track the results of your ABM efforts
11:50 AM


Join us as we explore the intriguing story behind Henkel's decision to embrace ABM, starting with a courageous pilot before commencing scale across the organisation and to multiple verticals. Brace yourself for a warts 'n all account of the challenges faced, lessons learned, and the significant rewards reaped from this bold marketing transformation.

Henkel Adhesive Technologies has thrived for over a century by embracing innovation and adaptability, however, incorporating a cutting-edge strategic philosophy like ABM was no small feat for such a large and complex organisation. Through transparency and vulnerability, we delve into the meticulous planning, experimentation, and analysis that went into the initial pilot phase, before taking a look into the early stages of enterprise scaling. Hear a first-hand account from the Global ABX Director on the triumphs and tribulations, offering invaluable insights into the often under-appreciated complexities of ABM implementation. This authentic portrayal will provide a blueprint for companies looking to embrace ABM while being fully aware of the hurdles that may arise.

What you will learn:

  • How to prepare for a strategic pilot which is fully aligned to a business’ ABM transformation goals
  • The challenges and successes of bringing sales and marketing into close alignment
  • Reporting the success and gaining buy in for enterprise scaling
  • The early stages of planning for scale across a large, complex and multi-vertical Enterprise


By now, most of us know what great ABM looks like, but it doesn’t matter how good your strategy is if you don’t have the right team in place to deliver it. And, let’s make no bones about it, it’s a tough market for attracting and retaining great employees at the moment.

With that in mind, it’s critical to the success of your ABM strategy that you know what a great team should like, and the roles they each play. Fail to do so, and you could see your ABM strategy fail to take off, or worse, your best team members start to leave.

In this session, you’ll learn:

  • The essential roles and responsibilities of an ABM team.
  • The skills and experience you need to look for when hiring for ABM.
  • How to build a cross-functional team that aligns marketing and sales.
  • How to create a culture of collaboration and innovation within your ABM team.


If you only ever had to focus on one account, ABM might be a breeze. Unfortunately, when a strategy like ABM is just that effective, the inevitable question is ‘how do we scale?’. After all, who wants to leave revenue on the table?
In this session, UiPath’s Nancy Harlan will join Andy Johnson from the award winning HUT 3, unveil a game-changing approach to driving growth within key accounts through strategic one-to-one and one-to-few (cluster) ABM strategies.

We know personalising your messaging isn’t easy when you’ve got 50 accounts to deal with, so this session is a must for anyone looking to:

  • Develop a structured approach to content creation across Cluster and 1:1 accounts
  • Start streamlining their workload, and ensuring the content they’re creating does what it’s meant do.
  • Deliver tangible growth from key accounts using ABM.
12:25 PM


The dawn of generative AI is upon us. Its promise - to make us all more productive. But has it? This session explores real-world B2B examples of how to use AI to operationalise ABM effectiveness and give you the footing to enhance your targeting, insights, and campaign cut-through.


Over the last 20 years, ABM has emerged as a strategic approach to target and engage high-value accounts. However, the true potential of ABM lies in its ability to harness creativity and compelling content to forge lasting connections with key decision-makers. This session is designed to take a comprehensive look at how to maximise creativity for ABM through an in-depth discussion on the use of content and creativity in this strategic approach.

This session will look at:

  • The role of creativity in ABM
  • How you can leverage content for ABM success
  • The art of crafting personalised content
  • How to align creativity with your ABM goals


Join this interactive conversation between two Google Cloud ABMers to learn how they are leveraging AI megatrends to achieve maximum impact in their ABM programmes. Find out more about meeting customers where they are, how to go from a closed door to an open opportunity and doing more with less.

12:55 PM
1:45 PM


ABM is a trending topic in todays B2B world, everyone wants to run ABM programs, but 66%, or 2/3rd, of ABM programs fails or under-perform. In fact, 86% of communications during the sales cycle are off-target and irrelevant. It’s time we focus on the quality of the interactions we’re having and the experiences we’re delivering along the buying journey and customer lifecycle vs. the quantity. ABM programs under-perform as we're focused on interacting with more ICP accounts vs. focus on the quality of the interaction.

What will you learn?

  • How to plan for “before” an ABM program?
  • How to plan for the “after” an ABM program?
  • Personalisation and custom content engagement?


How does a world-leading industrial and engineering software firm like AVEVA redefine customer-centricity? With a pre-existing and transactional relationship with global pharma titan GSK, AVEVA recognized the untapped potential to elevate this partnership to form the strategic cornerstone of their Life Sciences focus.

Enter Andrew Reed, Senior Manager of Account Based Marketing Programs at AVEVA. Envisioning an Account-based strategy as the key to this transformation, he and his Marketing team partnered with specialist ABM Agency, strategicabm to craft an AVEVA-exclusive approach of building a specialized marketing engagement program tailored uniquely for GSK. 

Andrew, together with Fes Askari of strategicabm, will take a deep dive into the program and share what they have learned on this special ABM journey, including:

  • The power of insights 
  • The value of crafting a client-specific value proposition
  • Getting under the skin of a single account
  • Building relationships with key stakeholders
  • Key learnings


In today's fast-paced and highly competitive business landscape AI is transforming our ABM strategies and revolutionising the way we approach marketing to target accounts. This panel will dive into how AI is already being used in our ABM strategies and the impact that it will have in the future.  

Join us for an enlightening session featuring Amy Short, Marketing Manager for Global Clients at LinkedIn; Evett Baranov, Global Digital ABM Manager for EMEA and APJ at Workday; and Deborah Smythe, Global Digital ABM Strategy at Salesforce where they will cover:

  • The current state of ABM and its evolution into the AI-driven era.
  • How you can leverage AI for account identification and selection.
  • The role of AI and personalisation at scale.
  • How to measure the ROI of AI-driven ABM.
2:20 PM


Session information coming soon.


In today's competitive B2B landscape, it's more important than ever to identify and target your most valuable accounts. AI-powered customer segmentation can help you do just that. We will discuss the benefits of AI-powered customer segmentation and how to use AI to identify your most valuable accounts. We will also provide some examples of how businesses are using AI to improve their customer segmentation efforts.

Key takeaways:

  • Understand the benefits of using AI for customer segmentation
  • Identify the different types of customer segmentation
  • Explain how AI can be used for customer segmentation
  • Identify your most valuable accounts
  • Develop a plan to use AI to improve your ABM efforts


Half of the profitable revenue for many B2B companies comes from just three percent of their customers.  Some companies arrive at this imbalance by accident, and others by design, recognizing that this top tier of customers represent their best opportunity for sustainable growth.

If your company is adopting an account-based growth strategy focused on top customers and targeted prospects, supporting this approach with ABM makes sense. In this workshop you will learn how to develop long term relationships, deliver market-beating growth and create sustainable value by aligning ABM with sales, customer success and executive colleagues around your most important customers.

Inflexion co-founder and author of Account-Based Growth (Kogan Page, 2022), Bev Burgess, will lead this interactive workshop. Joining her to provide a live case study is Joanna Moss, Marketing Director for Strategic Accounts and Executive Programs at Salesforce UK & Ireland.

You can expect to leave with:

  • An understanding of why an account-based growth strategy is important for your company;
  • A view of how your company stacks up against others in the foundations for account-based growth;
  • Practical tips to position ABM within a wider account-based growth approach;
  • Tools for aligning ABM effectively with other internal teams; and
  • Best practice examples for orchestrating senior executive engagement.


In the ever-evolving landscape of B2B marketing, ABM has emerged as a potent tool to engage key accounts. But while ABM can guide a strategy, it's the nuances of CX that breathe life into it. CX isn't just an added ingredient; it's the secret sauce that makes ABM truly appetising for your target accounts.

Discover how blending the power of CX into your ABM strategy can create a symphony of sales and marketing alignment.

By the end of this Masterclass, participants will understand that while ABM might guide the 'where' and 'who' in B2B strategies, it's the power of CX that dictates the 'how' and 'why'. 

2:55 PM


In the run up to this year's B2B Marketing Awards this is your opportunity for an exclusive preview of some of the outstanding entries in the ABM category. Propolis ABM & Demand Strategy Expert, Robert Norum will be joined by Andrea Clathworthy, Head of Marketing Transformation, Europe at Fujitsu, Ilvija Skerskane, Assistant Vice President – Digital Solutions Marketing at PCCW Global and Wiebke Macrae, Global Head of Demand Generation & ABM at Thales for an informative discussion on what makes a great ABM campaign and why entries were shortlisted.      

In this session, you’ll learn:

  • The common themes shared by great account based marketing
  • How to maximise the impact of insight, strategy and messaging 
  • The role of creativity, and how to harness it for excellent ABM
  • How to prove the value of ABM with great results


You can design the world’s greatest ABM strategy, but if your sales team don’t get it, aren’t on board, or just prefer to work in a completely different way, then your strategy isn’t worth the slide it was typed on. Ensuring your approach to ABM fully considers the sales process from the start is crucial to delivering ABM-powered growth in 2024 and beyond.

With that in mind, this session will see Tony Jarvis, Global Managing Director, Client Relations at Ei- Global B2B Media Intelligence, Emily Claire Poupart, Client Programme Director at Arup and Lizzie Donnachie, Director Product Marketing, Azure Business Group at Microsoft discuss:

  • The most effective ways to get buy-in from busy account teams.
  • How to approach defining and agreeing joint KPIs with sales.
  • How to offer support to sales in a manageable and sensible way.
  • Taking account intelligence and putting it into action.
3:25 PM
Afternoon coffee break