THEFUTURE OF ABM
FROM PROCESS TO CUT-THROUGH
A Transmission Breakfast Briefing for B2B growth leaders.
Register here
WHEN
🗓️ Thursday 27 November 2025
⏰ 8:30am – 10:30am | Breakfast served on arrival
Tackle alignment, account selection, and cut-through creative approaches to ABM beyond AI & automation
Year in, year out, B2B marketers are being asked to do more with less. Teams and budgets are stretched. And to top it all off, ABM is the latest plate they’re being asked to spin. It’s a discipline that’s as deep and complex as you want to make it. But to do it well? That’s what we’ll cover in our latest Breakfast Briefing.
Sales and Marketing alignment, account selection, cost-effective plays, and proving ROI that stands up in the boardroom are age-old challenges for ABM marketers. Meanwhile, AI and automation platforms are shipping new ABM features seemingly weekly. Helpful? Absolutely, especially for insight extraction and content production. But if everyone has the same tools, advantage shifts to the brands that really engage their audiences.
This Breakfast Briefing asks a simple question: In a world of shared tech and shrinking attention, how do you actually cut through?
Register hereYOU’LL LEARN
What to consider for in-house vs. outsourced ABM
Gain a deeper understanding of alignment, account selection, and measurement strategies – and where a partner can help.
How to take advantage of the AI & automation boom
Discover where new technologies fit into your ABM approach, and where you’ll need a human touch.
Where to focus your efforts for the future of ABM
Learn about creative approaches to ABM, including how to shine in an increasingly competitive landscape.
WITH SPEAKERS
Barry Richards
VP, Global Strategy at Transmission
Practitioner, advisor, and long‑time ABM operator, Barry Richards has helped shape strategy and execution with enterprise B2B brands across sectors. He brings a pragmatic lens on where to automate, where to personalise, and how to earn executive attention when it counts.
Andy Wool
Global ABM Programs at SentinelOne
Andy is a growth marketer with over 15 years’ experience driving pipeline and revenue for leading GTM teams. He leads the ABM function for SentinelOne, and blends data-driven precision with creative storytelling. He’s also passionate about building ABM programmes that connect with buying groups on a human level – turning insight into engagement, and engagement into commercial outcomes.
Veronica Kopec
ABM Practice Lead at ServiceNow
As an ABM Practice Lead at ServiceNow, Veronica drives account-based strategies that influence enterprise deals and strengthen executive relationships. With 15+ years in B2B tech, FMCG, media, and experiential, she brings deep expertise in go-to-market strategy, C-suite engagement, and business growth. She also facilitates Executive Briefings and is a member of the Chief of Staff Association.