Account-Based Marketing Committee Meeting: Bringing ABM to Life at Scale with AI

This ABM Committee meeting will explore how organizations are bringing ABM to life at scale using AI, data, and proven best practices to drive revenue growth. Open to ABM Committee members as well as Platinum- and Gold-level solutions provider members, the session will combine a featured presentation with a guided discussion focused on practical, real-world strategies in an evolving ABM landscape.

AGENDA

11:00 – 11:10 AM ET:  Opening Remarks

11:10 – 11:20 AM ET:  Attendee Introductions (Popcorn Style)
Kick things off by getting to know your fellow committee members. Each attendee will briefly introduce themselves and share a fun icebreaker question to spark conversation. It’s a chance to put names to faces, discover common interests, and set the stage for an engaging, collaborative meeting.

11:20 – 11:50 AM: Keynote Presentation: AI + Innovation: Evolving ABM at Scale (Download the Presentation)
As organizations strive to scale their marketing efforts, maintaining the client‑centric rigor of account‑based marketing (ABM) becomes increasingly complex. This session explores how IBM reimagined its global program office by blending creativity, data, AI technologies, and proven ABM best practices to support a rapidly evolving field environment. By analyzing behavioral patterns across regions and roles, the team identified where marketers most needed dynamic, real‑time guidance. This insight is driving the development of AI‑powered systems designed to deliver timely feedback, accelerate execution, and help practitioners manage expanding account portfolios. Join the team on their journey to equip account marketing and sales teams with the tools, content, and frameworks required to activate demand and client experience strategies efficiently and at scale.

Key Takeaways 


• How a phased, iterative approach accelerates adoption and increases confidence in new AI‑enabled systems.

• What both seasoned ABM leaders and newer practitioners reveal about the realities—and opportunities—of scaling ABM in dynamic environments. 


• How to innovate while preserving core ABM strengths, and what “ABM at scale” truly means in a global, fast‑changing business landscape.

   

Presenters:

Cheryl Caudill
Global Account Engagement and Experience Leader
IBM

Mike Lopes
Global Industry Marketing and Communications Leader
IBM

11:50 – 12:30 PM: Guided Discussion: Bringing ABM to Life with AI: What Practitioners Need Now
Following the presentation, this guided discussion will give participants an opportunity to explore the practical realities of scaling ABM in an AI‑driven environment. We will dive into what teams are experiencing on the ground—where AI accelerates meaningful impact, where human judgment remains essential, and where organizations encounter friction when expanding ABM programs. Participants will reflect on how field marketers and sales teams can best leverage dynamic guidance, systems, and shared best practices to manage growing account portfolios without sacrificing client‑centricity. We will also discuss lessons learned from evolving a global program office model and how feedback loops from practitioners shaped its evolution. The conversation will encourage open sharing so attendees can leave with actionable insights they can apply within their own organizations.


Cheryl Caudill
Global Account Engagement and Experience Leader
IBM

12:30 – 12:50 PM: Virtual Roundtable: Discussing the Future of ABM and the ABM Committee
In this interactive session, our ABM Committee Co-Chairs will lead a roundtable discussion focused on the future of ABM marketing. This is a unique opportunity for attendees to share perspectives on emerging trends, challenges, and opportunities shaping our industry. Together, we’ll explore strategic directions that can guide our committee’s efforts in the year ahead, ensuring our approach aligns with the needs and insights of our members. Come ready to contribute your ideas and help shape the vision for 2026 and beyond!

ABM Co-Chairs:


Kit Haines-Bornheimer
Director of Messaging Strategy and ABM Process Alignment
Verizon



Danny Nail
Director of Services Field Marketing
Infor




Aaron Smith
Director of Marketing
KPMG U.S.



12:50 – 1:00 PM: Closing Remarks from ANA and ABM Co-Chairs

This meeting is open to ABM Committee members as well as Platinum- and Gold-level solutions provider members. As mentioned, this session will combine a featured presentation with a guided discussion focused on practical, real-world strategies in an evolving ABM landscape, so get ready to turn on your webcam and register today to join us!