We are world-leading in B2B customer growth. As pioneers of account-based marketing (ABM), we enable you to embed a customer-first mindset, truly understand your markets, and build the right capabilities. With a dedicated focus on services and solutions for the connected economy, our webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships. Formally known as MomentumABM, we are now part of Accenture Song (as of 1 September 2025).

2026 isn’t just another planning cycle – it’s a pivotal moment for marketing leadership. 

With budgets under pressure, AI-empowered buyers raising the bar, and unrelenting growth targets, the rules of engagement are being rewritten. The strategies that worked yesterday won’t secure tomorrow’s success.

Join our webinar for CMOs and marketing leaders as we reveal the most critical insights from our latest Marketing Priorities Survey. 

Our hosts, Meta Karagianni, Chief Consulting Officer, and Marcia Trask, Principal Consultant, Content Practice, MomentumABM, will dive into:

- The five structural forces redefining B2B marketing: Discover the market shifts and emerging trends that will shape your priorities and investments in the year ahead.
- How high-growth organizations are outpacing their peers: See what sets the leaders apart – where they’re investing, how they’re organizing, and what they’re doing differently to drive sustainable growth.
- The CMO’s new mandate: Learn what you and your senior team must do now to reset your go-to-market strategy for greater relevance, precision, and impact.

This isn’t business as usual. It’s your opportunity to challenge assumptions, benchmark against the best, and build a marketing playbook fit for the realities – and opportunities – of 2026.

Reserve your spot and get ready to lead the reset.

2026 Marketing Reset: Why the Old Playbook Won’t Win

In this episode of our Spotlight Series, Mark Wellings, Executive Director, Thought Leadership, explores the power of thought leadership in driving competitive advantage and differentiation in today’s dynamic B2B marketplace.

Spotlight Series: The role of reputation in client-centricity

AI is no longer a ‘nice-to-have’ tool for buyers – it’s a new member of the buying committee. So, it’s more important than ever to make sure your brand is visible – not just to people, but to the technology guiding their decisions. 

In this webinar, Will Nicholls, Chief Client Officer, MomentumABM, and Angela Dahir, VP Strategy and Media Planning, Jellyfish, will share actionable insights and real-world examples to help you adapt and thrive in this new landscape, including:

• How AI is influencing every stage of the B2B buying journey
• Why buyers are increasingly turning to AI for research and validation
• The Share of Model concept and tool for measuring AI visibility
• CBX data on buyer behavior, adoption, and the impact of AI
• How to structure and optimize content to be AI-friendly
• Practical steps to improve AI visibility

By watching this webinar, you will:
• Understand the data driving AI adoption in B2B buying 
• Learn actionable strategies to improve your brand’s AI visibility
• Get a framework and tools to benchmark and enhance your ‘Share of Model’
• Learn how to make sure your brand stays front-of-mind for AI-assisted buyers

Don’t get left behind – make sure your brand is visible in the AI-driven buying journey.

How AI Is the Newest Member of the B2B Buying Committee, and What to Do About It

Rethink is back – and it’s better than ever. The B2B industry’s sharpest minds joined together for a high-impact, one-day event to challenge the status quo and arm them with the tools, insights, and proven practices to drive profitable, client-centric growth.

Rethink: The Future of Client-Centric GTM (London 2025)

B2B buying behavior is evolving fast – has your content strategy kept pace?

Join us for a first look at findings from the MomentumABM Client Buying Index 2025. You'll gain exclusive insights into how B2B decision-makers are navigating the post-pandemic landscape, what drives them to select (or reject) suppliers, and the key moments where content either resonates or falls flat.

We’ll share new data on:
• What influences B2B buyers at each stage of the journey
• Which content channels and formats are gaining (or losing) traction
• Why content is often ignored–and how to fix it

Plus, you'll walk away with actionable frameworks to recalibrate your content strategy, including storyline development, persona-based planning, and a buyer-stage content map.

This session is ideal for content leaders seeking to refine their strategy, align more closely with actual buyer behavior, and foster more meaningful engagement in 2025 and beyond.

B2B Buying Has Changed. Has Your Content Strategy?

In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.

Spotlight Series: The marketing upskilling reset every CMO must embrace

In the second episode of our Spotlight Series, Sarah DeFreitas, Executive Director, Research, shares how to harness the power of account intelligence to drive deeper engagement and deliver value at every stage of the customer journey.

Spotlight Series: The role of client listening in the growth playbook

MomentumABM's Value of Thought Leadership 2025 report reveals that thought leadership has never been more influential in the B2B buying process – yet many providers struggle to realize its full potential. 

Join Mark Wellings, Executive Director, Thought Leadership at MomentumABM, as he unveils key findings from our sixth global survey of 600 senior executives. This webinar will explore how thought leadership builds trust, elevates engagement, and drives growth in today’s increasingly complex buying landscape. 

Guest speakers:
Cindy Anderson, Chief Marketing Officer and Global Lead for Thought Leadership Engagement & Eminence, IBM Institute for Business Value
Richard Horton, EMEA Executive Director, Deloitte Insights

Highlights from our study include:
• Thought leadership is more important than ever: 99% of senior executives view it as important or critical when assessing new providers, yet 57% often struggle to differentiate between providers’ content 
• Thought leadership can make or break a buying decision: 70% say it helps buying groups align on key issues, but 66% wouldn’t work with a new provider whose thought leadership was poor
• Thought leadership offers the opportunity for collaboration and mutual value creation: 80% believe collaborating with providers on thought leadership improves the relevance and quality of the content, yet 77% would like to be asked to take part in thought leadership more often

Watch to gain exclusive insights and actionable takeaways to ensure your thought leadership delivers what today’s buyers really need.

The Value of Thought Leadership 2025: How to Win Minds and Markets

Buyer expectations are shifting, budgets are tightening, and 59% of B2B CMOs believe their C-suite doesn’t see marketing as a strategic investment in business growth. It’s time to change that. 

Watch our webinar, Client-centric growth strategies: A roadmap for CMOs, and discover how to redefine marketing’s role in driving growth. 

This session is designed for senior marketing leaders ready to make a significant impact on their organization’s success and includes:
• Insights into evolving B2B buying behaviors to keep you ahead in today’s dynamic marketplace
• Practical strategies to transform ‘client-centricity’ from a buzzword into measurable business outcomes
• Proven methods to break down silos and use deep customer insights to fuel sustained growth
• An introduction to MomentumABM's Client-Led Growth Framework, to sharpen your focus and drive performance

Register now to gain strategies and insights to reposition marketing as a powerful growth engine – and prove its value to the C-suite.

Client-centric growth strategies: A roadmap for CMOs

Hear from Amy Curnow at Rider Levett Bucknall as she shares her experience working with MomentumABM.

Client Spotlight: Amy Curnow at Rider Levett Bucknall on working with MomentumABM

Hear from Marta Lopes at DS Smith as she shares her experience working with MomentumABM.

Client Spotlight: Marta Lopes at DS Smith on working with MomentumABM

It’s time to confront the seismic changes in buying behavior: to succeed in this market, how you align and execute customer-centric strategies and how you win, retain, and grow accounts must evolve. Rethink ABM - New York was designed to challenge the status quo, gain unparalleled insights, and redefine the future of Account-Based Marketing.

Rethink ABM (New York, 2024)

Want to know how to scale your account-based approach to improve your win rates and build trust with top clients without blowing the budget or sacrificing your program’s integrity?

Hear how Amazon Web Services (AWS) overcame some of the major challenges of Account-Based Marketing (ABM), including developing customized assets at scale, tracking and measuring results, and “doing more with less”— i.e. optimizing resources and seeing a return on investment without increasing expenditure. 

In this webinar, Eric Martin, former ABM-er at AWS, will share how his team established a framework for an insight-led go-to-market. Because, when buyers research twice as many solution providers as they did five years ago and nearly three-quarters of decision-makers identify their winning provider before they’ve even compiled a shortlist, competition is hotter than ever. 

To win and retain clients, marketers must equip teams to succeed, focus on client outcomes, and smooth the path to purchase.

The power of a client-centric go-to-market strategy

Many marketers split their budgets and attention evenly between existing clients and new logos. But, at a time when budgets are tight and competition is high, is this the best allocation of resources and the fastest route to ROI?

New data from MomentumABM reveals why investing in your existing key clients over chasing new logos may be your best bet for long-term revenue growth.

Our latest Client Buying Index (CBX) findings challenge the traditional 50:50 budget allocation between new acquisitions and existing key accounts highlighted in the 2024 Global State of Account-Based Marketing report.

If you’re looking to leverage data-driven insights to optimize your strategic initiatives and maximize ROI from client-centric marketing efforts, this webinar is a must-see.

Join us to:

1. Learn why the conventional wisdom of evenly splitting your ABM budget between new and existing accounts may be limiting your growth potential. Our CBX data reveals compelling reasons to tilt your budget towards nurturing existing key accounts.

2. Discover strategies to safeguard your most valuable accounts. We'll delve into deliberate approaches to shield these assets from competitive threats and ensure sustained engagement and satisfaction.

3. Gain insights into identifying and countering potential flanking maneuvers by competitors. Understand how to stay ahead and keep your accounts secure.

4. Reflect on the core factors that originally won you the business. We'll discuss how revisiting and reinforcing these can fortify relationships and encourage renewal and expansion.

Register your place now and watch live for your chance to ask the experts.

Stand by me: Why it pays to invest in current clients over new logos

Check out some of the highlights from Rethink ABM - London 2024 at the iconic IET. From keynotes to panels, fireside chats to networking, it was a day full of thought-provoking insight, and rethink ABM.

Rethink ABM (London 2024)

In this showcase series, we’re celebrating our 2023 Marketing Excellence Awards finalists and winners.

Join us as we delve into their submissions and explore the innovative strategies that made them best-in-class in their categories.

In this showcase, we hear from Embedding an Account-Based Culture Gold Winner, IBM. Cheryl Caudill shares insights into IBM’s top account field marketing program – designed to foster an Account-Based Marketing culture globally throughout the organization.

IBM’s Center of Excellence coordinates a team of field marketers serving their worldwide strategic clients. Through initiatives like multi-regional certification and an ABM governance council, the CoE works to promote consistency, collaboration, and a client-centric approach across geographies.

Hear how they:

• Trained over 1,000 field marketers on ABM methodologies, through certification and observer programs 
• Created new client value and activation teams to drive success and evangelize the program
• Demonstrated the value of ABM across sales and marketing through storytelling and data-driven success sharing
• Achieved global consistency through mandatory training, dedicated channels, and community building

For 27 years, the Momentum ITSMA Marketing Excellence Awards have recognized ambitious sales and marketing leaders who drive client growth. Entries for 2024 are open until May 31, so don’t miss this chance to get a behind-the-scenes look at award-winning submissions to inspire you own!

Marketing Excellence Awards 2023 - Embedding an Account-Based Culture - IBM

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About this talk

B2B customer growth