Account-based marketing: What’s broken — and what to do about it

Meetups: Why your ABM isn’t working — and how to turn it around

Account-Based Marketing (ABM) sounds great in theory — until it turns into a messy mix of disconnected tactics, unclear metrics, and what we like to call “random acts of marketing.” Sound familiar?

In this high-energy online Meetup, we’ll cut through the noise to unpack why so many ABM programmes underperform — and how today’s most capable, customer-obsessed organisations are making them work.

We’ll build on insights from leaders at Box, Zendesk, Orange, HPE, Palo Alto Networks, Cloudflare, ServiceNow, Ping Identify and more — all of whom joined our recent Food for Thought Meetup — to explore what’s working, what’s not, and how they’re turning ABM from theory into impact.

We’ll explore where ABM typically goes wrong — and highlight the teams doing things differently to turn it into a true growth engine.

Expect insights on:

• Why ABM isn’t just demand gen with a new name
• How to avoid “shadow marketing” and align teams around real customer impact
• Ways to integrate ABM, demand gen, and marketing ops into one powerful, unified approach
• How to make sure your ABM doesn’t just look good — it works in the real world

Why join

This isn’t a passive webinar. It’s an interactive, peer-led session where marketing leaders share real stories, lessons learned, and practical strategies. You’ll connect with peers, challenge assumptions, and leave with ideas you can put to work right away.

Event details

• Date: 23rd October, 2025
• Time: 4 - 5 PM GMT
• Location: Virtual
• Host: Peter Stojanovic, Editor, HotTopics 
• Special guest host: Rachel Fairley, Co-founder & Co-author of Rebrand Right
  
  

Limited spaces availiable

Don't miss this chance to connect, learn, and grow with a community of marketing leaders from around the world.

Reserve your spot for the meet-up today.