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.

Please note that VIPs have priority registration for the workshop and masterclass sessions. Remaining spaces on the day of the event will be allocated to non-VIP delegates on a first come first served basis.

9:15 AM


AI wasn’t invented in 2023, but it has certainly been the year that the world has awakened to its potential. While the seasoned marketer may be wary of the latest hyped-up technology, the sheer opportunity around AI is impossible to ignore. For years, ABMers have faced the same challenges: selecting the right accounts; working in alignment with sales; scaling ABM strategies that reach all key accounts… we all know the story. 

The reason that these challenges are just as pertinent in 2023 as they’ve ever been, is not that marketers aren’t paying attention to the literature. The problem is that delivering ABM effectively is a complicated and resource heavy strategy. With AI, however, ABMers now have the technology they need to finally overcome these challenges and achieve the ABM promised land they first set out to reach. Is anyone forcing you to embrace AI? No, but you can be sure your competitors will be embracing it. Ignore AI today and you’ll probably be OK. But what happens in two years’ time when your competitors are up to speed, and you’re stuck in the past?

In this session, Jaspreet Bindra, the Tech Whisperer, and Bev Burgess, the B2B marketing pioneer who first codified ABM in 2003, will team up to show you how to use AI to revolutionise your ABM and keep ahead of the game. In this session, they’ll explain:
•    The fundamentals of AI and how it can be used ethically in marketing.
•    The benefits of AI for ABMers, from selecting accounts through to personalising engagement – at scale.
•    How to start building AI into your ABM strategy going forwards, keeping you on the cutting edge of marketing.

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
11:15 AM


Let’s be real: none of us are doing ABM in a perfect world. So in the face of patchy data, nascent infrastructure, and business complexity, just how do you blaze a trail with a new program that delivers value… yesterday? From false starts to first successes, Rhiannon takes a look back at the pitfalls, revelations, and triumphs of year one leading PwC’s global ABM program. This session will include:

  • Practical tips for hands-on ABMers: How can you get started with an account when you have nothing to hand but your boundless enthusiasm?

  • Lessons learnt for program leaders: How can you think big, but start small… and bring an organisation on that journey with you?

As the PwC Global ABM team looks ahead to an exciting second year, Rhiannon will demonstrate that - when it comes to innovation - where there’s a will, there’s a way.


Behind the scenes of a x3 award-nominated ABM programme.

Facing intense competition with only limited resources, Addleshaw Goddard used a mixture of human-centric research and distinctive delivery to truly exceed their ABM goals. Working with Digital Radish, their highly creative, music-led campaign used original in-house musical compositions to present thought-leadership in a way B2B marketing has never seen before. Join us for an exclusive first-look at this market-leading campaign where we’ll cover:

  • Our process and top tips to generate unforgettable creative ideas
  • How you can deliver thought-leadership that truly stands out
  • Maximising the impact of your ABM programme with limited resources
  • Embedding a creative-led culture within your marketing team


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


What 800 Marketers Told Us: Insights From Growth & Demand Leaders: Given the economic realities and budget scrutiny, marketers today are under far more pressure than ever before to deliver performance. However, more often than not, the internal definition of success is not clear.

We interviewed 800+ marketing leaders on their views of the market, organizational priorities, and current and future threats and opportunities. In this session, we will discuss trends and propose how we can resolve challenges without putting strain on teams and budgets while delivering unprecedented results.

Attendees will learn:

  • What their peers think are today’s challenges and priorities;
  • Strategies for driving performance; and
  • How to measure success.
11:50 AM


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.


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


It’s all too common for Sales and Marketing to look at different data, have different tech stacks and focus on different stages of the funnel to enable their strategies; but we all know if our ABM strategy is to succeed, we have to be on the same page. Join ON24 and Integrate as we look at how to bridge the gap between the top and bottom of the funnel by creating and showcasing data that enables Sales' to succeed while delivering real-time insights to Marketing that improves efficiency and deal velocity.

You’ll learn:

  • The most productive channels and activities for generating high-intent engagement data
  • What insights fuel ABM initiatives across the entire sales funnel
  • Ensuring alignment and collaboration with Sales by sharing this critical data
12:25 PM


Let's ask the obvious: Without customer insight, are you really doing ABM?

But in such a competitive market, you need to look at how you’re utilise customer insights to ensure you build, retain, and grow customer relationships.

In this session, you’ll learn from LSEG’s internationally recognised ABM programme just where you should focus for success.

Alongside Twogether, B2B Marketing Agency of the Year, you’ll discover:

  • Why insights are critical to successful ABM, with learnings directly from LSEG’s programme.
  • What tiers of customer insights you could be utilizing in your campaign strategy.
  • When insight becomes foresight to build trusted relationships and create advocates
  • How to apply these learnings for a successful customer-first ABM programme.


Over the last 20 years, ABM has emerged as a strategic approach to target and engage high- value accounts. The true potential of ABM lies in its ability to harness creativity and compelling content to forge lasting connections with key decision-makers. However, what do we mean by creativity, how does it differ in ABM and what are some tangible ways to maximize creativity to deliver results.

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


All we seem to hear about is AI. But as the world adapts to the seismic changes it’s influencing, how do we ensure a happy blend between human intelligence and artificial intelligence – the real with the unreal? This session will take a deep dive into building a B2B marketing engine to drive ABM that's truly futureproof.  

In this fireside chat, host Joel Harrison, Editor-in-Chief at B2B Marketing, will be joined by Marcus Hiles, Senior Vice President, Strategy at Just Global, and a very special guest.  

What you will learn: 

  • Better understand the scale of the opportunity Generative AI offers to ABM   
  • See real-life examples of the ways AI could influence your B2B marketing engine    
  • Consider governance, integrity and compliance perspective around Generative AI 
  • Hear from your peers on how they’re using Generative AI right now, and how they plan to use it in the future 


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


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 that will look at the AI journey facing Amy Short, Marketing Manager for Global Clients at LinkedIn; Evett Baranov, Global Digital ABM Manager for EMEA and APJ at Workday; and Grace Meldrum, Senior Manager, Messaging and Content at Salesforce, where they will cover:

  • Where our panellists are at with AI, what they have tested and learned and what opportunities they have uncovered.
  • 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.


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, Director, 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


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?


We're all aware of the Gartner Hype Cycle and believe there is a danger that, in the rush to scale ABM, organisations get their strategy and implementation wrong and, as a result, risk falling into the Trough of Disillusionment  In this session, the panel will examine the impact of scaling ABM initiatives as they gather momentum and potentially come under greater visibility - and scrutiny - across the organisation. 

Together, the panel will help advise the audience on how to run successful, broad-reaching ABM programmes - and even look at how to salvage ABM that goes wrong. 

2:20 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 Clatworthy, 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


This session delves into the ubiquitous, yet often misfiring, world of ABM. With original research by MOI Global serving as a foundation (and American football as its playing field) we’ll show you how to tackle the diverse key challenges from around the globe as ABM matures, as we shift to a customer-obsessed growth model, and as we realise that our customers and prospects actually want to be on our side, in our stadium — as long as we deliver.

Getting dirty in your data at kick-off, orchestrating business functions throughout the customer lifecycle, to get you repeatedly into the red zone and act on the opportunities we are all here for – the sales-ready accounts to be converted. And for the final yards, we’ll show you specific client examples of finding creative routes using data to get you and your teams into the end zone.

Come play with us for 30 minutes and walk away with the start of your playbook for 2024. The future of global marketing is much bigger than marketing.


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


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.


In a fast-paced digital world, data breaches are an increasing threat to businesses. But what if you could experience the impact of a high-profile data breach without the consequences? This vision was brought to life when Kyndryl and HH Global joined forces to present a realistic, immersive data breach simulation to 11 C-level executives from a renowned high-street retailer.

Using this highly targeted account-based approach, Kyndryl and HH Global were able to create a highly personalised and engaging escape-room-style event, full of interactive challenges, real-time video and more. This not only accentuated the significance of security measures and resilience but also showed how Kyndryl act as a strategic partner, rather than simply a service provider. In turn, this fortified Kyndryl’s relationship with their client, creating avenues for further engagement and growth.

By drawing insights from this project, this discussion aims to underscore the value of strategic collaborations in ABM and the transformative role of immersive simulations in driving home key messaging.

Key takeaways:

  • Understand the power of strategic collaboration for impactful ABM
  • Discover how creating tailored immersive experiences can foster deeper client relationships and pave the way for growth
  • Recognize the value of authentic simulations in ABM and how experiencing the implications of real-world scenarios can convey critical messages
  • Learn how innovative strategies can elevate a company’s position, moving it from a service provider to a valued strategic advisor
3:25 PM
Afternoon coffee break
3:45 PM


We’re approaching peak ABM. The number of large B2B organisations that aren’t running account-based marketing programs can be counted on the fingers of one hand. Fortune 500 companies are targeted by up to ten different ABM programs at any one time so a fundamental question emerges: How can your approach truly stand out?

John Williams has drawn on years of experience to launch a global 1:1 ABM practice at Verizon Business. He’ll take you behind the scenes to share how he made it happen and talk about pushing the boundaries with commercial and creative sides of the business. He’ll discuss:

  • Using financial expertise to build a compelling case for budget allocation.
  • Bridging gaps between ABM creativity and brand teams.
  • How an unusual partnership with a premium fashion brand unlocked new audiences.
  • The art of staking personal reputation for ABM success.

Guided by The Marketing Practice, this session will equip you with new tools and tactics to guide your own unique ABM journey.

4:20 PM

Nearly 60 percent of companies believe they can use a one-size-fits-all approach for every marketing and sales conversation. Instead of tailoring their approach to their buyer’s situation, they try to apply the same messages to win new customers as they do to keep and grow existing customers.

But behavioral research shows a 180-degree difference between what motivates new prospects, versus existing customers, to buy. 

In fact, using a one-size-fits-all approach can put most of your revenue and growth opportunity at risk!

In this session, you’ll learn new, science-backed messaging strategies to skilfully differentiate your acquisition and expansion approaches.

You’ll learn how to:

  • Disrupt your prospects’ status quo to win new business.
  • Defend and grow your relationships with existing customers.
  • Use science-backed message frameworks to influence and guide your prospects' and customers' buying decisions.