ABM Conversations at The Drum’s B2B World Fest

Last week, our CEO Jon Lonsdale took to the stage at The Drum’s B2B World Fest, joining StackAdapt and Ledger Bennett for a conversation on one of the biggest shifts happening in B2B right now: the growing power of brand and ABM working together.

Hosted by the brilliant Lynn Lester, the discussion explored why ABM can no longer be treated as a siloed tactical function, and why shrinking it down to an acronym is holding marketers back. Instead, the panel argued that brand and ABM are two halves of the same strategic system, designed to help businesses move faster and connect more meaningfully with buyers.

Jon summed it up simply:
“Bin off the acronym, keep up the ambition.”

The conversation covered:

• Why ABM shouldn’t be boxed in as a niche targeting tool
• How unified creative, media, data and intent signals drive real customer velocity
• The dangers of siloed teams and fragmented “bolt-on” thinking
• Why customer experience – not channel – should be the organising principle of B2B marketing

It was a brilliant, future-facing discussion that reinforced what we’ve believed for a long time: modern B2B needs brand and ABM together, not apart.

Watch the full session below: