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Events › ABM Forum: Driving Sustainable Growth with ABM—Innovation Through Collaboration

ABM Forum: Driving Sustainable Growth with ABM—Innovation Through Collaboration
September 13, 2018

  • The Crystal, London, E16 1GB

The Incredible Rise of Account-Based Marketing Continues

It’s little wonder that Account-Based Marketing continues to skyrocket when ITSMA research shows that 87% of companies say ABM delivers higher ROI than other types of marketing. ABM has reshaped B2B marketing, and ITSMA predicts that ABM will become the primary market model for B2B technology service providers in the next 2-3 years.

It is my view that Account-Based Marketing (ABM) is on the threshold of revolutionizing the marketing domain.

Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management


ITSMA’s 2018 ABM Forum—Why you need to be there

ITSMA’s ABM Forum is the single-most influential, dedicated ABM event in Europe. Senior ABM marketers from the world’s leading technology providers and organisations looking to accelerate growth attend each year to collaborate in an intimate, interactive, networking environment. 

Now in its third year, ITSMA’s 2018 ABM Forum is focused on ‘Driving Sustainable Growth with ABM’ through collaborative innovation, and is an exclusive event for marketers to explore the latest strategic thinking and tactical advances in ABM.

This one day forum will feature leading ITSMA executives and ABM practitioners from industry-leading companies. ITSMA will share the latest ABM research and new thinking on the next wave of ABM.

Designed to provide the opportunity for open dialogue and networking, ITSMA’s 2018 ABM Forum takes place at The Crystal, a first class conference venue in London.

*New for 2018*

  • Technology and creative agency supplier sponsors will be featured in our Technology and Creative Hubs—your chance to pre-book a free, 15 minute, one-to-one consultation with one or more of our premier sponsors.
  • Ask The Expert @The ABM Knowledge Centre—your chance to pre-book a free, 15 minute, one-to-one consultation with ITSMA ABM experts and technology and creative agency sponsors to help you on your ABM journey

Featured speakers include:


Take it from the ABM pioneers

ITSMA pioneered Account-Based Marketing (ABM) in the early 2000s and is now the recognised leader working with leading B2B technology, telecom, and services firms to train, coach, and mentor them, as well as design and execute ABM strategies and programmes. ITSMA conducts regular research to evolve this modern practice, and in 2017 Kogan Page published ‘A Practitioner’s Guide to Account-Based Marketing,’ authored by Bev Burgess who will once again host our annual ABM Forum.

Who Should Participate

ITSMA’s 2018 ABM Forum is designed specifically for senior marketing and sales executives responsible for accelerating growth in strategic, key, or new named accounts. No marketing agencies please. 


Event time: 09:00 – 18:00 + Networking Cocktail Reception. See full agenda below.


  Early bird rate thru 25 July Rate 26 July thru Forum
Members: £375* €425* $500 £450* €510* $600
Non-members: £475* €540* $625 £550* €620* $725

 *Actual price determined by current conversion rate upon registration

Take advantage of our limited time offer to bring a colleague or peer for free!


Creative Hub

Manasian and Co

Manasianandco is a strategic brand consultancy that helps organisations position themselves for growth in strategic accounts. Our approach is based on the belief that complex organisations contain stories within stories. We help our clients develop those stories and use them to engage and excite buyers and influencers. We deliver positioning strategies, branding, digital innovations, advocacy and communication programmes seamlessly across online and offline media that win awards and drive results.



MBA is a strategic B2B sales and marketing agency specialising in the technology sector with a 14-year track record of working with many of the world’s largest IT companies. Our passion is uniting sales and marketing functions to drive better audience engagement, forge stronger relationships and accelerate sales results and marketing ROI. We focus on three core service areas: ABM, industry marketing and channels & alliances and we are driving an integrated approach to all three to inform a tiered approach to delivering 1:1, 1:Few, 1:Many and partner-based ABM programmes. Our ABM offerings start with sales & marketing alignment and include in-depth research, strategy development, value proposition & messaging, creative development, campaign implementation and ROI & measurement. We are currently running international ABM programmes for a wide range of global technology brands.


Pulse Communications

Pulse is a data driven integrated B2B marketing agency and the fastest growing B2B agency in the UK. The award winning agency has a client roster that includes some of the most prominent B2B and B2B tech brands in the world. Pulse are experts in using data fuelled insight to personalise marketing, and in no area more so than in ABM. As an integrated end to end marketing agency, Pulse operates a full service and full ABM segmentation service model (1:1, 1:few & 1:many), covering all aspects of ABM strategy, messaging, content, activation, orchestration and measurement. They are experts in consulting at a senior level to build out and implement ABM frameworks that utilise an organisation’s existing marketing technology, advising and making use of 1st and 3rd party data, and then putting in place what the business needs to build account intelligence, measure and share important insights from ABM programs across it. Over the years, Pulse’s experts have helped dozens of businesses navigate the tricky ABM waters by applying considerable learnings in the area through hands-on, real experience, not overcomplicating and making programmes simple and easy to implement.


Technology Hub


Agent3 is a consultancy and advisory business that helps B2B organizations to supercharge their commercial performance across their most strategically important accounts by realizing the benefits of ‘True ABM’, at scale. As a result, we run successful end-to-end ABM programs for some of the world’s biggest and fastest growing tech and telco brands including Salesforce, Pure Storage, Veritas, BT, Cisco and Tata.

We do this through a combination of proprietary and applied ABM technology solutions, applied data innovation, proven methodologies and a professional marketing services team based in Europe and North America. We’re also part of the Next 15 digital communications group, which employs over 1,350 people across 32 offices in 14 countries. This enables us to call in specialist niche skill sets where necessary around data, technology and content, ranging from digital build and programmatic AdTech execution, to investor relations and stakeholder insight specialists.



Demandbase, a 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.



Passle gives your experts the tools they need to create regular, powerful insights and to showcase that subject matter expertise directly to the people that matter within your clients and prospects. Join companies like Deloitte, Fujitsu, Hitachi and Oracle in driving authentic, effective, knowledge-driven marketing at scale.



From the beginning, TechTarget has recognized that enterprise tech buyers need definitive guidance and insight when researching purchases. Written specifically for them, TechTarget’s problem-solving content achieves first-page ranking in organic search across more than 10,000 specific topics. Our readership’s editorial and marketing consumption patterns provide us unique insights into their needs and behaviors. Through nearly two decades of optimization, we’ve perfected ways of strengthening their interest and influencing their actions. Every day, we keep our finger on the pulse of what’s happening in your target market, what’s working for marketers and how we can better assist you in reaching your goals. TechTarget helps more than 1,300 tech companies achieve sustainable pipeline impact. Our clients partner with TechTarget to combine the buyer visibility they require with the execution speed they need to be competitive in their markets.


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. 

We’re so confident in your satisfaction that we’re offering you to take a colleague or peer to our event for free! See details on the registration form.

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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.

Beverley Burgess
Senior Vice President and ABM Practice Lead, ITSMA
Rhiannon Blackwell
UK Client Marketing Lead, Accenture
Stephanie Deane
Head of ABM and Customer Advocacy, O2
Rudy Dillenseger
Director of Worldwide Account-Based Engagement, Microsoft
Danny Nail
Head of Global Account-Based Marketing, SAP

Thursday, 13 September 2018 - The Crystal, 1 Siemens Brothers Way, London E16

  • 08:00−09:00

    Ask the Expert @ The ABM Knowledge Centre breakfast (optional)

    More Information

    The European ITSMA ABM team and technology and creative hub sponsors will be available for free 15-minute consultations.

  • 09:00−09:30

    Arrival & refreshments

  • 09:45

    Welcome and 'state of the profession'

    Bev Burgess, SVP & ABM Practice Leader, ITSMA

    More Information

    Bev will share the latest ITSMA research on ABM trends, highlighting how companies are adopting different types of ABM to increase their impact, and how some of the most common challenges are being overcome to drive more sustainable growth.

  • 10:15

    Collaborating to drive innovation in ABM

    Leading industry practitioners

    More Information

    Leading ABM thinkers and practitioners will share their vision for ABM in the future, focused on three areas: how ABM will evolve to solve future business challenges; how technology will be used to increase ABM impact; and what the profile of the future ABM-er will look like.

  • 10:45

    Networking break / Ask the Expert

  • 11:15

    From ABM to Account-Based Engagement

    Rudy Dillenseger, Director of Worldwide Account-Based Engagement, Microsoft

    More Information

    Rudy will explain how Account-Based Marketing principles helped Microsoft transform its customer engagement from a transactional, product-based approach to a customer business outcome approach focused on Digital Transformation. He’ll share the ways in which the Account-Based Engagement program provides the tool and assets for field marketers, sellers, and digital advisors to collaborate, accelerating pipeline velocity, improving customer engagement and solution adoption, and ultimately providing higher value to Microsoft’s customers.

  • 11:45

    ABM and the challenger sale

    Stephanie Deane, Head of ABM and Customer Advocacy, O2

    More Information

    Steph will talk us through how ABM-ers can develop provocative value propositions that support a challenger sale approach, opening new conversations for account managers and sales teams in strategic accounts. Using examples from her own programme, Steph will share some of the challenges to watch out for in taking this approach, as well as the kinds of success it can deliver. Summarising the lessons learned and what’s next for her own programme, Steph will help you shortcut your own path to high impact ABM.

  • 12:15

    Networking lunch / Ask the Expert

  • 13:15

    The anatomy of an ABM campaign: Working back from outcomes to strategy

    Rhiannon Blackwell, Client Marketing Manager, Accenture

    More Information

    Rhiannon will demonstrate the thinking that goes into a client centric campaign at Accenture, the first company to adopt a true account-based marketing approach fifteen years ago. She will start with the business outcomes delivered and then work back step by step through the campaign tactics used, propositions and messaging created, client issues and stakeholders profiled, and Accenture’s goals for the account. Highlighting how the client centric marketing team aligned with wider marketing, partners and delivery teams across the firm, leveraging internal systems and processes, Rhiannon will bring to life the importance of collaboration in ABM.

  • 13:50

    Hub Series 1

    More Information

    Technology and creative agency sponsors will host roundtables sharing what tactics have worked best, highlighting customer examples and where they think the future of ABM campaigns are going.

  • 15:10

    Networking break / Ask the Expert

  • 15:40

    Hub Series 2

    More Information

    Technology and creative agency sponsors will host roundtables sharing what tactics have worked best, highlighting customer examples and where they think the future of ABM campaigns are going.

  • 17:00

    Building a global centre of excellence for ABM

    Danny Nail, Head of Global Account Based Marketing, SAP

    More Information

    In 2017, SAP’s Global ABM program won an ITSMA Marketing Excellence Diamond award in the ABM category, Demand Gen Reports B2B Marketing Innovator Award, SAP’s Marketing Excellence Award, and Danny Nail was named SAP’s Marketer of the Year.  In this session, Danny will discuss the foundational Global ABM program, how it is being scaled to enable company-wide access to Account-Based Marketing through the establishment of a Global Centre of Excellence.

  • 17:35

    Closing remarks

    Bev Burgess, SVP & ABM Practice Leader, ITSMA

  • 17:45

    Drinks, canapes, networking, Ask the Expert @ The ABM Knowledge Centre

Please note: ITSMA reserves the right to make changes or substitutions to this event.

Fees and Hotels


    • Earlybird (Until 25 July)
    • Advanced (N/A)
    • Standard (Until 13 September)
    • Members
    • $500
    • $600
    • $600
    • Non members
    • $625
    • $725
    • $725
    • Earlybird (Until 25 July)
    • Members$500
    • Non members$625

Area Hotels & Distance from The Crystal


The Crystal, London
1 Siemens Brothers Way, London, E16 1GB,

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