ABM Without the Tool Obsession

Most companies doing ABM are really just running ads to a list.

They buy intent data, upload accounts into LinkedIn, launch some campaigns and three months later, pipeline looks exactly the same.

The only thing that went up is tool spend.

Casper and Frederik have seen this play out a lot.

And in this session, they're going to get into why it keeps happening and what to do instead.

ABM works. But not as a marketing initiative bolted onto the side of your go-to-market. It works when you've done the hard thinking first: which accounts are actually worth the effort, who inside them owns the decision, whether sales is set up to work those accounts differently, and whether your message means anything to that buying group.

Without that, more automation just moves faster in the wrong direction.

They'll walk through how they approach it from the ground up; how to pick the right accounts, how to get sales and marketing actually working together, how to go beyond surface-level personalization, and why you should build momentum manually before you touch the tech stack.

This one is for B2B teams with real deal sizes who want ABM to open doors, not just generate impressions.