European Account-Based Marketing forum unites B2B professionals in Amsterdam

In early April, the vibrant canals of Amsterdam became the focal point for a significant gathering of B2B marketers and sales professionals. On the 3rd, the inaugural European Account-Based Marketing (ABM) Forum attracted over 200 participants from across Europe, uniting them under the collective goal of advancing their understanding of ABM practices.

The event was hosted by B2B Marketing (UK) in collaboration with the marketing agency SPOTONVISION. It was designed not just as a typical conference filled with presentations; instead, it focused on fostering collaboration, sharing insights, and addressing shared challenges encountered in the evolving landscape of account-based marketing.

The forum kicked off with a session from Leanne Chescoe of Demandbase, who led a panel discussing the effective scaling of ABM using intent data. The dialogue illuminated the intricate workings behind successful ABM implementation. Claire Maybank from TomTom introduced the critical aspect of inter-departmental alignment, stating, "Scaling is change management. We are still working on the shared language." Mark Norbruis from o9 Solutions reinforced this point, emphasising how sales teams use specific terminologies to identify priority accounts, demonstrating that a common language can facilitate collaboration.

Keynote speaker Thomas Allgeyer of Frenus contributed to the discussions on AI's role in ABM campaigns, cautioning attendees against viewing AI as a flawless solution. He noted that "up to 30 percent of AI-driven data can be off the mark," stressing the importance of training and continual engagement with AI tools to maximise their effectiveness.

The day further progressed with case studies from leading companies like Roche Diagnostics and Autodesk. Luisa Alzola-Wegmüller from Roche shared insights on their transition from traditional ABM to Account-Based Experience (ABX). She detailed how the company's complex structure necessitated a collaborative approach, declaring, "We stopped using the word ‘campaign’. It is an ongoing relationship now." Christian Weiss of Autodesk underscored the significance of aligning marketing and sales teams around shared goals, citing the importance of shared metrics and visibility in driving successful outcomes.

Ricky Wolff from Adyen captivated attendees with a metaphor comparing ABM strategies to a Formula 1 team, highlighting that precision and collaboration are pivotal. He recommended starting with small, manageable initiatives before optimising and scaling.

An engaging workshop led by SPOTONVISION’s Ingrid Archer and Tamara den Hartog allowed participants to create actionable ABM plans. This hands-on session encouraged attendees to actively discuss account selection and internal engagement strategies, fostering a sense of immediate applicability to their organisations.

The day concluded with a keynote by performance coach Jamil Qureshi, who emphasised the significance of purpose in driving performance. His insights on the impact of small, intentional changes resonated with the audience, creating an energetic atmosphere that propelled discussions into the networking segment of the event.

While technological elements, such as an AI photo booth, added a light-hearted touch to the proceedings, it was the collaborative spirit and exchange of ideas that left a lasting impression. Participants departed not only with a deeper understanding of ABM but also with a stronger sense of community—a network of professionals eager to explore new strategies and concepts in the B2B marketing sector. The gathering marked a significant milestone in building a European ABM community that is both inquisitive and dedicated to evolving their practices.