ABM in 2030: From Scale to Exponential Impact
B2B marketers face unprecedented complexity, from evolving buying groups to rapid AI-driven change. Nick Mason, CEO and co-founder of Turtl, argues that the future of ABM lies not in creating more content, but in interpreting vast engagement signals to drive measurable revenue. “The competitive advantage is no longer about what we can create. It’s about knowing what works,” he says.
The Real Competitor in Complex B2B Deals? No Decision
In complex B2B sales, the biggest threat to a deal is often not a competitor. It is indecision inside the buying group. Barbara Stewart, Customer Experience Expert at Propolis, argues that many stalled opportunities are the result of internal misalignment, uncertainty and lack of buyer confidence rather than poor sales execution.
14 Accounts, Multiple Regions, One ABM Engine That Scales
How do you scale a one-to-few ABM programme across multiple enterprise accounts without losing relevance? In this case study, Mirakl and SPOTONVISION share how they built a coordinated ABM engine targeting 14 retail accounts across EMEA. By aligning closely with sales, identifying shared buying group challenges, and orchestrating multiple channels into a surround-sound approach, the team created a scalable programme that balances personalisation with repeatability.
AI made personalization easy. Relevance is what converts.
Edwina Dendler will explore how AI can make account-based marketing truly relevant at the European ABM Forum. Her session demonstrates how teams can turn intent signals into actionable insights, operationalise relevance across the buyer journey, and equip sales with context-driven follow-up to create meaningful, 1:1 engagement.
Shift left. Shift right: Rethinking the ABM playbook for 2026
Ingrid Archer and Robert Norum will open the European ABM Forum with a keynote on how ABM must evolve to reflect the full buying journey. Their “shift left, shift right” framework explores how teams can shape early shortlist decisions while also extending ABM beyond acquisition to support customer growth, trust and advocacy.
Treat Sales as your primary account to drive ABM alignment
A hands-on session for senior B2B leaders focused on building a first ABM play, aligning messaging and channels, and creating an execution framework that connects marketing activity directly to commercial action.
From workshop to workflow: One buying group. One play. Go.
Ingrid Archer and Tamara den Hartog of SPOTONVISION explain how to turn ABM from concept into action, building a first play around a real buying group and aligning marketing and sales ahead of their workshop at the European ABM Forum.
AI and Economic Uncertainty Are Rewriting B2B Buying
Kerry Cunningham will share practical insights and frameworks for senior B2B leaders seeking to influence buyers earlier, build trust, and adapt ABM strategies in a market shaped by economic uncertainty and AI.
Scaling ABM Globally: How HPE Balances Consistency with Local Flexibility
Anna Pfeifhofer of Hewlett Packard Enterprise explains how HPE’s Center of Excellence standardises strategy and data while allowing regional teams to adapt content, channels, and events—balancing global consistency with local relevance.