Insights and Highlights from
ABM Forum 2023

Key takeaways and strategies
for success

ABM is not a one size fits all

It was an honor to host this year’s London ABM Forum, back after a three-year hiatus, with sales, marketing, and ABM program leaders from ServiceNow, Fujitsu, Cloudera, ARUP, Google Cloud, Kyndryl, Colt, and Criteo.

Twenty years on, despite the increase in demand for ABM, less than a quarter of programs have solidified key elements and many remain at the early stages of maturity.

We explored how the most advanced organizations are embedding their account-based strategy into their entire go-to-market and developing extended teams, including the rest of marketing, to grow both top accounts and the broader enterprise account base.

The single biggest driver of change for ABM is how the global 2,000 are buying and this process has continued to shift at pace. Our CBX research tells us it’s getting harder to buy, buying teams are concerned about poor decision making and are under increasing pressure to show returns on investment within a 12-month window.

A huge thank you to the diverse sales and marketing leaders, our team, and sponsors for making it a thought-provoking event. Most of all, thank you to everyone who attended for creating a collaborative and sharing atmosphere! We’re collectively shaping an exciting future of possibilities.

Alisha Lyndon
Chief Executive Officer

In Your Words

Watch the video to see how people responded to the day

Lots of takeaways, including AI to assist and speed up execution, collaboration with customers, approaches to content custom-ization, and most importantly, ABM is all about the customer and how you can help them.

Corrine Doherty, Kyndryl

It was such an insightful day with so many learning opportunities. The agenda was packed with ABM experts, leading enterprise organizations, and martech that we can take advantage of.

Fiona Black, Redgate

The most interesting part for me has been seeing the CBX study results and the team helping us understand how all these insights and data can be leveraged for our strategies across our accounts and businesses.

Santiago Dominguez, Appian Corporation

My biggest reflection from the day was realizing that being an ABM-er inside any organization can be a tough gig. To achieve true transformation means the education and influencing journey will never stop. But, in return for the challenges, you become part of an exciting, supportive, and inspiring community, who are all passionate and motivated to really drive client-centric, insight-led positioning and engagement strategies.

Vicky Jones, Arup

Thanks to our sponsors

A big thank you to our sponsors – Highspot and Infuse Media – for their invaluable support in making ABM Forum 2023 such a great success.

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