As B2B buying cycles grow longer and more complex, marketing teams are moving beyond lead volume toward account-led strategies that align closely with sales outcomes. This executive roundtable brings together senior marketing and revenue leaders to discuss how account-based programs—anchored by events, intent signals, and personalised outreach—are being used to drive qualified pipeline in 2026.

Who Is Attending

Content
This session is designed for:

• Heads and VPs of Marketing
• Demand Generation and ABM Leaders
• Field Marketing Leaders
• Revenue and Marketing Operations Leaders

Participants typically represent mid-market and enterprise organisations managing complex, multi-stakeholder sales cycles.

Why You Should Attend

Strategic Perspective

Understand how leading teams are shifting from lead-centric models to account-led growth, and how events fit into modern GTM strategies.

Practical Frameworks

Learn how peers are designing event-led ABM motions that connect target accounts to meetings, opportunities, and pipeline.

Measurement & Outcomes

Discuss how marketing leaders are measuring account engagement, pipeline influence, and ROI from events and field programs.

Agenda

Sample Agenda

• Welcome & Introductions
• The Shift from Leads to Accounts in B2B GTM
• Designing Events for Target Account Engagement
• Measuring Pipeline Influence from ABM & Events
• Open Peer Discussion & Shared Use Cases
• Closing Reflections