How leveraging ABM & Demandbase improved efficiency to drive pipeline
Join Demandbase’s CMO, Kelly Hopping, and SAP Concur as they dive into how SAP Concur was able to establish marketing and sales alignment and an AE contribution to pipeline of 30-40% by prioritizing their SMB accounts and focusing their efforts.
In this session, learn how SAP Concur used Demandbase to:
- Narrow down their ICP and help their global SMB sales teams prioritize accounts
- Better define their ICPs with Demandbase’s data
- See the impact: They were able to establish a standardized go-to-market motion for tiering and engaging accounts across all of their SMB markets globally.
Kelly Hopping will be joined by Erica Foster and Luke Wakefield from SAP Concur. Join them as they walk through their ABM journey.
Speakers
Kelly Hopping
CMO, Demandbase
Erica Foster
Sr. Director, Strategy, SAP Concur
Luke Wakefield
Senior Manager Marketing Operations, SAP Concur
Related content
GO NYC
October 19-20, 2026 — Brooklyn, NY
Join the leaders redefining how buying groups are engaged, signals are activated, and pipeline is created in the age of AI.
Let’s connect at MAICON
October 13-15, 2026 — Cleveland, OH
Join us to see how AI-driven GTM teams turn pipeline goals into measurable revenue impact.
HotTopics Virtual Roundtable Event
October 14, 2026
Join Demandbase to explore how AI can help marketing leaders cut through false-positive signals, identify real buying activity, and focus teams on the opportunities most likely to drive pipeline.
Join Demandbase, Schoox, and CaseIQ to learn intent scoring, AI outreach, and ABM workflows that turn outbound sales into pipeline.
We have updated our Privacy Notice. Please click here for details.