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Events › ABM Forum 2019: Charting Your ABM Journey: Your Blueprint for Success

ABM Forum: Charting Your ABM Journey: Your Blueprint for Success—June 20, 2019

  • The Royal Institute of British Architects, London, W1B 1AD

ABM Forum 2019

Whether you are just getting started with ABM or running a sophisticated, blended program, there’s always room for improvement. We know that with experience comes success, and the chance to double your marketing ROI with ABM, as well as delivering better customer success, more advocates, and innovative new solutions to take to market.

At ITSMA, we bring the most experienced ABM-ers together to discuss the challenges they face and share what works for them. Combined with our industry-leading research and subject matter experts, this means we continually push the boundaries on what’s possible with ABM and share our learnings so that everyone can benefit.

This year was no exception. As most people are switching to a blended ABM strategy, we brought together our 16-year heritage in ABM with our latest research and the experience of our global ABM Council to develop a blueprint for success to help attendees of our annual ABM Forum chart their ABM journey. 

ITSMA’s 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.

The 2019 ABM Forum focused on ABM Architectures: Planning, designing, building, and scaling a successful program. An exclusive event for marketers to explore the latest strategic thinking and tactical advances in ABM, this one day forum featured ITSMA subject matter experts and ABM practitioners from industry-leading companies.

Designed to provide the opportunity for open dialogue and networking, ITSMA’s 2019 ABM Forum took place at The Royal Institute of British Architects, a first-class conference venue in London.

*New for 2019*

  • Live Blueprinting @The ABM Knowledge Centre—review of attendees’ own progress with their ABM plans, with blueprint provided for their next steps towards greater success with ABM
  • Ask The Expert—free, 15 minute, one-to-one consultation with ITSMA’s technology partners to help attendees with their ABM journey
  • ‘Grand Designs Gallery’—an installation of the most successful ABM campaigns shown with an explanation of their objectives, approach, and business results

Featured speakers included:


  Early bird rate thru 30 April Rate 1 May thru Forum
Members: £380* €440* $500 £455* €530* $600
Non-members: £475* €550* $625 £550* €640* $725

*Actual price determined by current conversion rate upon registration.

Learn more about our event and key takeaways from our 2018 ABM Forum attendees.


Take it from the ABM pioneers

ITSMA pioneered Account-Based Marketing (ABM) in the early 2000s and is now recognised as the thought leader in this area, working with 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 is the host of our annual ABM Forum.

Who Should Participate

ITSMA’s 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. Look out for 2020 dates at the beginning of the New Year!


Event time: 09:00–17:15 + Networking Cocktail Reception. See full agenda below.


Technology Sponsors

At Agent3, we supercharge the commercial performance of strategically-important accounts for B2B organisations. We maximise the benefits of ‘true’ Account-Based Marketing at scale. Our market-leading professional services team uses our proven proprietary workflows for running ABM programmes that combine the potent mix of data, technology and content. Our customer-facing team are experts in their field and include a blend of specialist functions spanning insights, strategy, planning and campaign execution. We’re also building a centre of content and creative excellence to further enhance our reputation for outstanding creative output. This all-encompassing approach enables us to deliver end-to-end ABM programmes for some of the world’s biggest and fastest growing tech and telco brands including BT, Pure Storage, Salesforce and Sony.


Cyance helps businesses transform the results from marketing and sales by predicting when your customers are ready to buy using its next generation machine-learning technology platform ‘Nexus’ to detect the digital footprints that businesses are leaving online. Behaviour Based Marketing (BBM) enables B2B marketers to deliver highly-targeted and highly-intuitive marketing by creating good fit audiences that demonstrate the right type of buying behaviour.

Creative Sponsors

KingPin Communications

Kingpin helps B2B technology brands harness data, AI and MarTech to identify audiences, map-out customer buying journeys, uncover in-market prospects and build and execute strategic, insight-driven marketing campaigns that grow brands, build partner networks and engage, nurture and acquire business customers.



McDonald Butler is one of the UK’s leading B2B technology marketing agencies. We unite sales & marketing to produce outstanding results for our clients across ABM, industry marketing, and channels and alliances. We make sure our clients get their message across to the people they most want to engage, using the full array of creative and strategic techniques. Our clients include some of the world’s largest and most innovative companies, such as ServiceNow, AWS, DXC, IBM, Citrix and Oracle.

Momentum ABM

MomentumABM is the account based marketing consultancy. It helps global organizations transform how their sales and marketing teams grow their biggest customers. MomentumABM works with some of the world’s most recognized brands across technology, financial services, and professional services. Since 2011 it has helped clients such as Google, Amazon, Adobe, and SAP win $90bn across thousands of complex deals. For more information about MomentumABM, visit www.momentumabm.com.


Sherpa Marketing

Sherpa are a high growth b2b technology marketing agency offering cutting edge marketing solutions to tech companies who are looking to grow their revenue and ROI, accelerate sales and engage customers – either direct or through channel partners. As tech marketing specialists, we can help at all stages of transforming to an account based marketing approach, from creating business cases, strategic planning, running pilot programmes and scaling up your marketing organisation to account-based everything. www.sherpamarketing.co.uk

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.

Dr. John Briffa
Director, Dr. Briffa Wellness
Beverley Burgess
Senior Vice President and ABM Practice Lead, ITSMA
Gemma Davies
Director, Global ABM Strategy, ServiceNow
Hans de Winkel
Associate Director, Marketing, Global Advisory Brand, Marketing & Communications, EY
Catherine Dutton
Vice President, Marketing, Atos
Gonzalo Garcia Villanueva
Marketing Director EMEA & APAC, Bloomberg LP
Dorothea Gosling
Director, Marketing Programs, Pursuits & ABM, DXC Technology
Adrian Hardy
Head of Global ABM, BT

Thursday, 20 June 2019 - The Royal Institute of British Architects, 66 Portland Place, London

  • 9:00 - 9:30

    Arrival, breakfast, and networking

  • 9:30 - 10:10

    Your Blueprint for ABM Success

    Bev Burgess, SVP & ABM Practice Lead, ITSMA, plus Innovation Workshop representatives

    More Information

    Bev will share ITSMA’s latest observations on the evolution of ABM and explore best practices from around the world. She will reveal ITSMA’s new research on the stages of ABM adoption, giving you a blueprint for success at each stage on your own journey.

  • 10:10 - 10:50

    Planning a Global ABM Architecture

    Adrian Hardy, Head of Global ABM, BT

    More Information

    As the global leader for BT’s ABM programme, Adrian has built the foundations for success across all areas, from setting objectives and deciding which accounts are in the programme, through choosing the right blend of ABM approaches, to resourcing, selecting tools, creating templates, maintaining sales alignment and tracking success.

    In this presentation, Adrian will share his experience, the lessons learned along the way, and his plans for what comes next.

  • 10:50 - 11:20

    Networking Break

  • 11:20 - 12:00

    Designing ABM as a Service

    Gemma Davies, Director of Global ABM Strategy, ServiceNow

  • 12:00 - 12:40

    Panel Discussion: Piloting ABM: Lessons Learned

    Moderator: Bev Burgess, SVP & ABM Practice Lead, ITSMA

    Catherine Dutton, Vice President, Marketing, Atos

    Gonzalo Garcia Villanueva, Marketing Director EMEA & APAC, Bloomberg LP

    Hans de Winkel, Associate Director, Marketing, Global Advisory Brand, Marketing & Communications, EY

  • 12:40 - 12:45

    Closing Comments

  • 12:45 - 13:45

    Networking Lunch

  • 13:45 - 14:30

    Scaling ABM with Technology: Breakout Session 1

    More Information

    Delegates choose one of four breakout sessions to attend.

  • 14:30 - 15:15

    Scaling ABM with Technology: Breakout Session 2

    More Information

    Delegates choose one of four breakout sessions to attend.

  • 15:15 - 15:45

    Networking Break

  • 15:45 - 16:25

    Scaling Up: Building the Right Team to Win

    Dorothea Gosling, DXC Technology

    More Information

    After delivering great ROI with ABM at DXC Technology, Dorothea was given the chance to build a new team dedicated to scaling the ABM strategy for the business.

    In this presentation, Dorothea shares her experience in designing the team, what she looked for when recruiting, how she skilled everyone up and, most critically, how she keeps them performing at their best.

  • 16:25 - 17:10

    Vital Energy: Strategies for Optimizing Creativity, Performance, and Resilience

    Dr. John Briffa

    More Information

    However great our ideas and strategies, commercial success ultimately depends on us having the levels of physical and mental energy required to execute effectively, even in challenging environments. Wellbeing is essential for us to do our best work in ABM and is an important component for having the best lives outside work, too.

    In this session, Dr. John Briffa will share a range of lifestyle and thinking strategies that can be used on a daily basis to maintain your vitality and resourcefulness. John will explore the science behind each idea, before revealing practical and sustainable strategies for enhanced creativity, performance, and general wellbeing.

  • 17:10 - 17:15

    Closing Remarks

    Bev Burgess, SVP & ABM Practice Lead, ITSMA

  • 17:15

    Networking Drinks & Canapes – ‘Grand Designs’ Campaign Gallery

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

Fees and Hotels


    • Earlybird (Until 30 April)
    • Advanced (N/A)
    • Standard (Until 20 June)
    • Members
    • $500
    • $600
    • $600
    • Non members
    • $625
    • $725
    • $725
    • Earlybird (Until 30 April)
    • Members$500
    • Non members$625


The Royal Institute of British Architects, London
66 Portland Place, London, W1B 1AD,
Venue phone
+44(0)20 7580 5533

Area Hotels & Distance from The Royal Institute of British Architects (RIBA)

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