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2016 Next Generation ABM Forum

  • One Alfred Place, London, WC1E 7EB


Speakers | Agenda | Pricing | Sponsors


The latest ITSMA research on ABM, one of the hottest trends in B2B marketing, reveals that 84% of marketers say ABM delivers higher ROI than any other marketing approach. The #1 driver for scaling ABM comes from the business, based on the impressive revenue results it delivers.

What’s more, 78% of marketers say that ABM is important to their overall marketing strategy and 86% say that importance has increased in the last two years.

An impressive 20% of the marketing budget in 2015 was spent on ABM and 69% of marketers are increasing investment in 2016.

How does your ABM program stack up against these numbers? Where will you take it next?

Since ITSMA pioneered ABM over ten years ago, we have seen three types of ABM emerge to cope with the demand to scale: Strategic ABM, ABM Lite, and Programmatic ABM. Join us in London to explore the trends in each type, learn lessons from those driving best practices, and find out how to implement a next-generation ABM program to achieve fantastic results at scale.

Designed to provide the opportunity for open dialogue and networking, ITSMA’s 2016 Next Generation ABM Forum takes place in the intimate environment of One Alfred Place, a private members club in London, WC1.

Participation is limited to ensure a fully interactive and collaborative experience.

Featured Speakers:

And senior executives and their clients representing ABM technology solutions suppliers, Demandbase Europe, agent3, and Momentum ABM.

“As we expand ABM into other accounts, I view ITSMA as a leading Centre of Excellence for ABM.”
—Paul Gainham, Senior Director, Vertical Marketing, Juniper Networks

Who Should Participate

ITSMA’s 2016 Next Generation ABM Forum is designed specifically for senior marketing and sales executives responsible for accelerating growth in strategic, key, or new named accounts.

Agenda: Tuesday 21st June, 2016

9:00 am
Registration & Continental Breakfast
9:30 am
Welcome and Opening RemarksNext Generation ABM
Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA Europe

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Bev codified Account Based Marketing back in 2003, and whilst the definition of ABM hasn’t changed in 12 years, ABM certainly has. Bev will share the latest ITSMA research on ABM highlighting the current trends and types of ABM that have emerged to cope with the demand to scale: Strategic ABM, ABM Lite and Programmatic ABM and what is going to be Next Generation ABM?

  Strategic Account Management – The Future
Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management

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Professor of Marketing at five of the top business schools, Malcolm McDonald will focus on best practice Strategic Account Management and measurement, exploring the future of the SAM and ABM intersection in the next ten years. Are P&L statements and balance sheets of value without market information? Malcolm will also cover why differentiation through financially-quantified value propositions is an imperative, and does SAM create or destroy shareholder value? Professor McDonald tells his story here: https://youtu.be/ebp5rVzYUAU

  Scaling Strategic ABM – Why One Size Doesn’t Fit All in A Global Program
Nicola Briggs, Global ABM Lead, Avanade

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Nicky will outline her experiences of rolling out ABM in a young company with a fledgling account management programme, and how a one size approach to ABM does not fit all. She’ll guide your through some of the organizational factors and aspects outside marketing control that can impact ABM programme success, and make practical recommendations on how to circumvent them. In particular she’ll draw on experiences around: global v local approaches, comparing sales and delivery led approaches to account management, what to do if your account manager is outside their comfort zone selling, the importance of understanding incentivisation on your programme’s success, and the challenges of standing up a long term programme in short term market conditions. Leave with some practical takeaways and trouble-shooting ideas if you’ve been experiencing teething problems, or are trying to take a successful local pilot into a wider area.

  Reaching More Accounts With ABM Lite: Panel Discussion
  •  Dorothea Gosling, ABM & Pursuit Marketing CoE Leaders, CSC
  •  Jacqueline Gummer, Digital Engagement Strategy, Oracle
  Morning Wrap-Up & Discussion
Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA Europe
Networking Lunch

Using Technology to Scale ABM: Best Practices and Results from Leading B2B Companies
Chris Golec, Founder and CEO of Demandbase

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Until recently, implementing an ABM strategy with more than a handful of your most strategic accounts was a challenge.  But with new ABM-focused technology, you can scale these efforts to reach your entire Target Account list. In this session, Chris Golec, Founder and CEO of Demandbase, will share best practices and results from leading global companies such as GE, Adobe, Docusign, Atmel, Iron Mountain and SAP.  Learn how these companies have been able to scale their ABM programmes to attract, engage, convert and measure the accounts that matter most to their bottom line.

  Afternoon Break-Outs: Leveraging Partners to Execute ABM at Scale
  • agent3

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    Insight is the one mission critical ingredient for successful ABM programmes. It doesn’t matter if you’re targeting a select group of major customers, using an ABM Lite approach to target a cluster of companies, or working with a platform provider to deliver programmatic ABM campaigns, the quality of your insight in understanding the market, company and stakeholders is the difference between success and failure.

    Pete Lundie, Managing Partner of agent3 will set up Customer Lifecycle ABM, and explain how the insight3 platform can ensure you have exactly the right insight at your fingertips for your ABM programmes. Dorothea Gosling, ABM and Pursuit Marketing CoE Leader, will explain how CSC have used insight3 to drive a multi-tiered ABM approach over the last two years.

  • Momentum ABM

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    Hosted by Alisha Lyndon, Managing Partner at Momentum, together with Francis Dropik, Senior Enterprise Marketing Manager at VMware.
    Using examples of work, and drawing on the insights of their guest client, this breakout session explores how strategic ABM delivers the best returns –giving marketing a seat at the top table through closer alignment with sales and commercial goals.
    In this session you will:
    •    See the different models of ABM and how to choose the best fit for your organisation
    •    Learn how to implement and grow a strategic ABM programme, balancing 1:1 focus for high-value opportunities whilst clustering and reaching a broader set of accounts.
    •    Understand where automation fits in strategic ABM – including automated insight platforms and programmatic tactics – and how to blend tech tools with ABM expertise. See real examples of ABM in action – with pragmatic tips, ROI success stories and examples of impactful content and communications.

  • Demandbase Europe

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    From 20 Accounts to 2,000: Scaling your ABM Strategy through Technology

    Demandbase offers the only comprehensive set of marketing solutions purpose built for the account-based needs of B2B. The Demandbase B2B Marketing Cloud includes Advertising, Personalization, Conversion and Measurement solutions and provides B2B marketers with an unprecedented ability to get results from their existing marketing technology.
    Join this session to understand the technology that is critical to scaling your ABM strategy, such as:
    •    Delivering targeted advertising to your key accounts wherever they are on the Web
    •    Engaging target accounts on your site with personalized content
    •    Converting more target accounts, faster
    •    Tracking and measuring the companies you care about at every stage of the lifecycle
    Presented by Jessica Fewless, Sr. Director, Field and Partner Marketing at Demandbase.

  Strategic ABM: A Collaborative Journey
  •  Andrea Clatworthy, Head of Account Based Marketing, EMEIA, Fujitsu
  •  Val Risk, Sales Lead, Fujitsu
  •  DHL – A Fujitsu customer

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Successful ABM relies on true sales and marketing alignment to communicate and deliver relevant solutions to the customer. Fujitsu will highlight how their sales and marketing journey resulted in co-creating value for DHL.
This 3-person panel session will feature Fujtsu’s sales and marketing leads and DHL, Fujitsu’s customer, who will share the impact of Strategic ABM on his perception and purchasing decision of Fujitsu.

  Forum Wrap-Up & Discussion
Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA Europe
5:30–7:30 pm
Networking Reception



  Early bird rate thru 15 May May 16 thru Forum
Members: £335* €425* $475 £395* €500* $550
Non-members: £420* €530* $600 £495* €625* $700
*Actual price determined by current conversion rate upon registration



Platinum Sponsor


Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. The Demandbase B2B Data Cloud is the definitive B2B database and technology for targeting accounts and specific segments within those accounts. The B2B Data Cloud supports customers across their existing, full marketing technology stack and powers The Demandbase B2B Marketing Cloud, which is one of the only subscription-based ad targeting and web personalization solutions that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line. Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance.


Gold Sponsors



agent3 was founded with a mission to connect sales and marketing more closely by using the three ‘agents of change’ : data, technology and content. We drive competitive advantage for our clients with insight-driven ABM programmes which result in increased sales pipelines that are quicker to close. Using our own proprietary insight3 platform and Customer Lifecycle ABM, we provide continuous and real-time insight to enable end-to-end ABM programmes, from strategy and messaging to campaign execution and digital delivery.




Momentum pioneered account based marketing and was named the best performing agency by B2B marketing in 2015, with 10 campaigns making the shortlist.  The agency works with a range of blue-chip B2B clients to scale the account based marketing approach into their largest accounts.  Momentum ABM is in its fifth year and can deliver everything you need for successfully adopting and scaling account based marketing, from strategy to insights to full-scale multi-channel creative. Our talented team includes experienced planners, industry gurus, creatives, project managers, designers, strategists and technologists. Momentum is all about helping its clients win, keep and grow bigger and better accounts.  It has become the go-to agency for businesses looking for a step-change in the way they reach their customers.


Cancellation Policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to vmonger@itsma.com and will be assessed on a case-by-case basis.

  • Full refund or future credit given 30+ days prior to the event
  • €100 cancellation fee 15–29 days prior to the event
  • Substitutions for this event must be approved by ITSMA prior to the start of the forum

Participants at this event agree to allow ITSMA to take photos during the event. Pictures captured by ITSMA’s photographer may be used in future promotional materials or presentations. For questions or concerns, please contact us at info@itsma.com.

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.



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Fees & Hotel Info

With a rare opportunity to explore core strategic challenges with a select, invitation-only group of peers, our line up of speakers will challenge your thinking on today's most pressing topics and trends.

Fees and Hotels


One Alfred Place, London
One Alfred Place, London, WC1E 7EB,
Venue phone
+44 (0)20 7000 1999
Venue website

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