Sometimes it’s a single exercise, a conversation with a fellow delegate, or a framework that finally puts a name to what you’ve been doing all along. In the fourth instalment of our Looking Back series, five more ABM Academy alumni share the moments from their training that changed how they think about ABM, and how those ideas have shaped their work since.
Our alumni’s lightbulb moments:
The training reconfirmed that we are moving in the right direction at Henkel. Hearing from other delegates on the course about what they are doing in ABM really opened my eyes up to how far we had come on our own journey. It was also a great refresher on some of the more process-driven parts of ABM.
– Ross Jennings, ABX Lead Industrial & Electronic Verticals, Henkel Adhesive Technologies at Henkel
The simulation exercise made the learning practical and engaging through real-world collaboration. It elevated our perspective beyond tactics, strengthening our ability to think strategically, to shape an ABM strategy and programme, and to confidently advocate at the C-level. It shifted my perspective, deepening my understanding of the rationale and business impact of ABM strategy at a company level.
– Caroline Jussa, EMEA Senior Account-Based Marketing Manager, Autodesk
The lightbulb moment for me was the acknowledgement from the course leaders that there is a general shift away from Strategic ABM to Scenario ABM. The shift aligns fully with my marketing approach as I am outcome-driven, practical and I love optimising campaigns rather than reinventing the wheel every time.
– Rocío Arrarte Rivière, Demand Generation & Digital Experience Lead, KPMG UK
Building a messaging hierarchy as part of the case study exercise. This combined all the process steps, brought to life the theory, and got you really thinking about the customer by focusing on their challenges, goals and how you could help them. It got you thinking about the ‘why’ rather than the ‘what and how’.
– James Houselander, Director of Global ABM, HPE
The breakthrough for me was the approach to the buying committee. The training shifted my thinking towards understanding each individual stakeholder and their actual human problems. Once you understand those problems, you can build an activation schedule and engagement journey that truly resonates, rather than one that simply looks comprehensive on paper.
– Martin Lloyd, Global ABM Director, FICO
From buying committees to messaging hierarchies, each of these ABM professionals found something in the Academy that sharpened the way they work today. And for many, the learning didn’t stop at the curriculum. Time spent with peers from other organisations proved just as valuable as the frameworks themselves. Whether you’re building a programme from scratch or scaling one across a global business, our courses give you the structure, the community and the confidence to make it happen.
Explore all courses at our ABM Academy and find out more about our ABM Academy Alumni network.
Read their full interviews:
