Welcome

Alisha Lyndon, CEO, Momentum ITSMA,
on the new mandate for marketing leaders

FOREWORD

Make your clients your world

Account-Based Marketing (ABM) continues to be a leading B2B marketing priority, with 87% of organizations planning to increase ABM spending in 2025, despite economic challenges.

Our latest Global Account-Based Marketing Benchmark study found organizations with the best-performing ABM programs are more likely to integrate account-based practices across their marketing functions, enabling scalable and sustainable growth.

Unlike lagging organizations that depend on individual relationships, ABM leaders focus on building trust and consistently delivering fresh, innovative ideas, placing clients at the center of their strategy. This comprehensive integration ensures alignment across the marketing ecosystem, driving profitable growth.

Rethink ABM – New York was designed to help marketers build a market-leading ABM function that thrives within and even informs the rest of their organization. I hope you came away from the event with new client-centric strategies and tactics up your sleeve.

On behalf of Momentum ITSMA, I look forward to helping you achieve client-led growth in FY25.

Alisha Lyndon
Founder and CEO, Momentum ITSMA

TESTIMONIALS

In your words

This format is a great and refreshing start. I really like the inclusion of new companies that are outside the classic technology services marketing.”

Paul Dunay
Director Vertical Marketing, Red Hat

Hearing about the ABM program at Dow Jones was interesting – especially as we look to grow our team and expand account reach, possibly refocusing on existing accounts.”

Alison Fehr
Director, Account-Based Marketing, RQI Partners

I love the real use cases and best practices. Great insights shared by speakers! Great opportunity to network and grow marketing relationships.”

Alice Boyce
Director, Global Alliance Marketing, Kyndryl