Amber Keller

Articles by Amber Keller

What to Do in the Event of an Event Hiatus

Best Practices | Event Marketing

Right now might be the best time to move some of your backburner tasks to the front.

Making Lemonade: Creativity in Marketing in the Wake of COVID-19

Event Industry Insights | Event Marketing | 3 min read

They say necessity is the mother of invention and as marketers, we have always felt that crises beget creativity. Here are some of our favorite examples of how event organizers, exhibitors, and demand generators have been turning lemons into lemonade this past week.

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

Account-based marketing (ABM) has emerged 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

The SiriusDecisions Demand Unit Waterfall® is a useful framework for managing opportunities through every stage of the marketing and sales funnel. Because it focuses on accounts, rather than individual leads, it is especially useful for planning and tracking your ABM strategy.