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. ABM involves team alignment on what accounts to target and draws on data from digital and in-person interactions to create experie
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es that resonate with the different personas that make up the buying groups within those accounts.
“A best-in-class event strategy looks and feels to the recipients like something that is tuned to them, their company and their priorities/needs,” says Alisa Groocock, research director at SiriusDecisions.
We asked Groocock what tangible steps marketers can take to create a best-in-class event. Read on to learn how to tune pre-, at- and post-event activities to maximize engagement with the accounts that matter most to your business.
1. Choose the Right Events
From an account-based marketing perspective, the right events are the events that will put you
in front of as many individuals from your target accounts as possible. Before planning your event calendar, consider these questions:
- Which large events do our most important buyers already tend to go to? For example, in the healthcare industry, this is HIMSS. If you’re in security, it’s RSA.
- What smaller, regional events might some of our important buyers go to?
- What events might we put in motion that would attract our buyers to attend? Could a regional roadshow give us access to buyers who might not travel to a more distant event
