Beyond Account-Based Marketing

It's time to reflect on 20 years of ABM
and champion a different future,
says Alisha Lyndon, CEO and Founder, Momentum ITSMA

Make your clients your world

When 45% of enterprise buyers are leaving their current solution providers in search of new and innovative ideas, you must approach each client with meticulous care, treating them not as transactions but as partners.

That's why advancing marketing's role in strategic growth has never been more vital.

Events like Rethink ABM provide the impetus, the tools, and the motivation to drive us forward.

Thanks to our team's extensive experience in designing, optimizing, and embedding successful Account-Based Marketing (ABM) and key account growth strategies—coupled with over 20 years of proprietary research on enterprise buying behaviors and insights from our global benchmarking reports—we understand how businesses operate and how you can effectively respond.

Our agenda and carefully selected lineup of speakers from across our community have the power to shape the way we as marketers think, feel, and act to achieve the significant business outcomes promised by the small but mighty three-letter acronym of ABM.

I look forward to helping you forge meaningful partnerships and achieving strategic growth.

Alisha Lyndon

Founder and CEO,
Momentum ITSMA

Three ways to “Rethink ABM”

Change how you think, feel, and act

To create lasting change, you must first change the way people think and feel about change. “The best way to get someone to commit to an idea is for them to believe it’s their own," said Jamil Qureshi, performance psychologist and keynote speaker. "Don't give people tasks; give them problems to solve. Allow them to think differently about the ask, feel differently about themselves—empowered, engaged—and when they’re invested, they’ll choose to act differently.”

2. Put humans before
products or services

Marketers need to focus on building trust by providing meaningful insights and solutions that help clients excel, moving beyond traditional sales pitches to true partnership dynamics. This means treating your clients as people first and customers second. Relationships take time to build, so put in the effort. “How can I make a relationship without bombarding executives with b******t?” asked Christian Weiss, Director of ABM at Autodesk. “I think it starts by listening.”

3. Seize the generative AI opportunity: marketing stands to benefit the most

Arguably, marketing stands to benefit the most from generative AI, according to Dell Technologies CTO, Elliott Young. It's up to us to fight for a piece of the pie. "Are we going to be the people who embrace generative AI, or will it be some other department that says ‘no, we need to have it first?’ If I make a change to the engineering of our product, no one's going to see that unless you open up the laptop. But when marketing makes a change, everyone knows about it.”

In your words

See how people responded
to Rethink ABM – London

It will help me frame the value of ABM to the business, but more importantly, how to position it as a cross-business endeavor."

Vicky Cunningham,
Marketing Director, Efficio

I loved how [Jamil Qureshi] combined learning something new with humor, including practical tips of how to apply it in the real world. It was a definite winner."

Elise Marr,
ABM Director, EMEA, ServiceNow

What is truly valuable is that
the content wasn't a disguised
sales pitch but actually a real
learning opportunity."

Bahareh Green,
Senior Vice President and Head of International Marketing, Marsh

Thanks to our sponsors

A big thank you to our sponsors Demandbase and Altrata for their invaluable support in bringing Rethink ABM – London to life