Amber Keller

Articles by Amber Keller

Why Customer Success Should Be at Your Next Event

Best Practices | Event Industry Insights | 6 min read

If an event attracts your target audience, you can bet your existing customers are there too. Learn why Customer Success should be at your next event, and how to make the most of their presence there.

How to Make Your Event Lead Capture Work for You and Not Get in the Way

Best Practices | Lead Capture | 9 min read

We get it. Your team goes to events to connect with leads, not deal with clunky interfaces, spotty WiFi, and a long list of qualifying questions. All these things get in the way of engaging potential customers.

How to Use ABM Tactics to Execute Best-in-Class Events

Best Practices | Event Marketing | ABM for Events | 7 min read

If your end goal for your event is to drive more qualified leads to sales—and it should be—then account-based marketing (ABM) is the way to go. 

[New Resource] Connecting Event and ABM Strategies

Best Practices | Event Analytics | ABM for Events

If you’re a regular visitor to the atEvent blog, you’ve probably noticed that we’ve been talking a lot about Account-Based Marketing (ABM) lately. There’s a good reason for this: ABM is emerging as a powerful strategy for B2B organizations, especially those creating Enterprise solutions. At the same time, events are taking center stage as a key source of business intelligence needed to fuel this strategy.

Why Should Event Marketers Care About the Demand Unit Waterfall?

Event Analytics | ABM for Events | 10 min read

There’s no question that Account-Based Marketing (ABM) is a hot topic this year. The strategy—which involves deep alignment between Marketing and Sales teams to better target, nurture, and convert your most valuable accounts—has been around for a while, but is finally seeing its heydey in large part because of technology that facilitates team alignment and personalization at scale.