Blog

If you’re in content marketing, you know the ground is constantly shifting beneath our feet. For years, the playbook was about scaling content to build brand awareness and cast a wide net for new customers. But the rise of AI has changed the game entirely, creating a flood of online “noise” that makes it harder than ever to stand out. At the same time, company leaders are (understandably) demanding clear results and a direct line from marketing efforts to sales revenue.

The old volume-based strategies are losing their edge. This is where a strategic shift to Account-Based Marketing (ABM) becomes essential. ABM focuses on building strong, meaningful relationships with a select group of high-value clients instead of shouting into the void. For content marketers, this isn’t a threat, it’s an opportunity. It’s our chance to evolve from content creators into strategic partners, delivering highly targeted, creative, and valuable work that directly impacts the bottom line.

Continuously adapting to this shift is crucial, which is why we believe the Global ABM Conference is an essential event to have in your calendar this year.

From Big Picture Tech to Human Connection

The conference agenda is perfectly designed to guide marketers through this new landscape. It tackles the industry’s biggest challenges head-on, providing a clear path from high-level strategy to on-the-ground execution.

The day kicks off with keynote sessions that set the stage, covering everything from ABM as the new “operating system for the commercial marketer” to the critical importance of maintaining a human focus in the age of AI. A keynote titled “Reclaiming ABM’s soul: Delivering human impact in the age of Al” directly addresses the core challenge for modern content teams.

After the keynotes, the day breaks into specialised streams, allowing you to build a personalised agenda. Here’s what stands out for us:

• Practical, Real-World Strategy: Move beyond theory with sessions that offer tangible advice. You can learn from the front lines in “The good, the bad and ugly of 4 years of scaling an ABM program” from UiPath, or get actionable advice for fixing your strategy in “The ABM repair shop,” featuring insights from leaders at Verizon and Palo Alto Networks.
• Building Trust Over Traffic: The agenda emphasises that connection is the new metric for success. A session titled “Your ABM problem might not be targeting. It’s lack of trust” dives into this, while others explores why the best KPIs focus on trust, not just vanity metrics. This is the future of impactful content.
• Harnessing AI Intelligently: providing a number of solutions and use cases for using AI effectively. Learn how TXOne Networks rebuilt their strategy with “agentic Al doing the heavy lifiting” or explore how to scale “Al-powered ABX” from a bold experiment to a global blueprint.

An Investment in Your Career

The skills that defined content marketing in the past, like rapid writing or basic SEO, are becoming table stakes as AI improves. The future belongs to those who possess strategic thinking, creativity, and the ability to build genuine trust with an audience.

This event is designed to equip you with the tools and mindset to make that leap. In a world where anyone can generate content, the ability to create meaning is what will define a successful career. This conference is where you’ll learn how.

Event Details:

The Global ABM Conference
Date: Wednesday, November 5, 2025
Location: Convene 133 Houndsditch, London, Great Britain
To book your pass, visit the official conference website.