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.
Advertising to influence series
July 21, 2026
Explore the Advertising to Influence webinar series to learn how modern B2B teams influence buying groups, create preference, and drive pipeline.
Proving AI’s value
July 23, 2026
Learn how Forrester and Demandbase help B2B GTM leaders measure AI value, attribute agent-led activity, and prove pipeline and revenue impact.
Customer office hours – View management and dashboards
July 24, 2026
Please join a Demandbase Technical Account Manager to learn best practices for building an using Demandbase Views and Dashboards to tailor the right UI experience for your users.
We have updated our Privacy Notice. Please click here for details.