What really goes wrong with account-based Marketing?

Food for Thought: What truly capable, customer-obsessed organisations are doing differently

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

In this high-energy Food for Thought session, we’ll cut through the jargon and uncover what really goes wrong with ABM and, more importantly, how the most capable, customer-obsessed organisations are making it work. This isn’t about buzzwords, it’s about building ABM that delivers real impact.

What you’ll learn

Together, we’ll unpack the pitfalls of “random acts of ABM” (aka doing stuff without a strategy), and spotlight what leading teams are doing differently to make ABM a true growth engine.

Expect insights on:

• Why ABM isn’t just demand gen in disguise
• Why it’s not “shadow marketing” (and what happens when it is)
• How to blend ABM, demand gen, and marketing ops into one powerful engine
• How to make sure your ABM doesn’t just look good on slides—but actually works in the real world

Alongside expert insights and practical takeaways, you’ll enjoy a networking breakfast in the stunning surroundings of St Paul’s Cathedral, followed by an exclusive private tour of one of London’s most iconic landmarks

Event details

📍 Location: St Paul’s Cathedral

🗓 Date: 2nd October 2025

🍽️ Breakfast: 9:30 - 11:30 am BST

🚶 Private tour: 11:30- 12:30 pm BST

🎤 Special guest host: Rachel Fairley, Co-founder & Co-author of Rebrand Right

👥 HotTopic's Hosts: Peter Stojanovic, Editor, HotTopics

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