atEvent Blog

3 Big Steps to Build a Data-Fueled ABM Strategy

Best Practices | ABM for Events | 6 min read

Why is everyone talking about ABM? It’s because 87% of B2B marketers have agreed that ABM delivers a higher ROI than other marketing activities. 

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. 

Are You Ready for Lead Scoring? Ask These 5 Questions First!

Best Practices | 6 min read

This article is a guest contribution from HubSpot, published with permission.

Lead scoring can be a critical tool to help your business automate its marketing process. 

INBOUND19 Recap: New atEvent Mobile App Gets Battle-Tested

Lead Capture | Product | 2 min read

atEvent’s latest mobile version was battle-tested at INBOUND 2019 and then some! We’re proud to say that for the second year in a row, atEvent was the featured lead capture solution at INBOUND. 

Inbound Marketing at Events and Conferences - Contradiction or Opportunity?

Best Practices | Lead Capture | 4 min read

This article is a guest contribution from HubSpot, published with permission.

If you've been reading the HubSpot blog, you know there's a great deal of talk about inbound marketing and the ineffectiveness of outbound marketing techniques like direct mail, cold calls, and trade shows... and yet, HubSpot organized and sponsored the first-ever Inbound Marketing Summit a few years ago. Contradiction?

Not quite.

What's interesting is -- in an increasingly inbound marketing world, where buyers are ignoring marketing messages and instead going to the Internet to do their research -- there are still conferences, conferences, and more conferences even within the niche topic of inbound online marketing. So what's going on here?

 

How to Craft a Great Follow-Up Email for Event Leads

Best Practices | Lead Capture | 8 min read

First impressions are indeed “everything” but to say that second impressions are “nothing” is short-sighted, to say the least. The quality of your post-event follow-up will determine whether or not you’re able to continue a productive line of communication and win accounts. To capitalize on all your hard work your post-event messaging should be consistent with the information you’ve made known to your leads before and during your event, but more importantly, you’ll want to write with purpose. After filtering out garbage leads from an event, there are two types of leads: sales-ready and nurture-required. In this article, we will break down how to craft a great follow-up email for both types of event leads. For both follow-up emails, you’ll need to hone in on three ingredients: Timing, Personalization, and Engagement.

 

How to Rock Your Pre-Event Email Strategy

Best Practices | Lead Capture | 9 min read

In 1969, the first message was sent from computer to computer, and since then email has stood the test of time, and is still considered one of the best customer communication channels. Face-to-face events are certainly a crucial part of any event marketing strategy, especially for gathering explicit buyer signals from accounts and prospects, but the first opportunity you have to speak to your audience is usually through email before the event. The average person receives an aggravating amount of emails daily as it is, so it’s important that your message stands out from the pack. In order for your pre-event email strategy to create quality event lead opportunities, you need to nail down four key components; content, personalization, call-to-action, and timing.

 

Q&A with SiriusDecisions: Achieving Better Event Outcomes Through Team Alignment

Best Practices | ABM for Events | 6 min read

Improved team alignment was named as the top payoff to an ABM strategy according to 56% of respondents in the Demand Gen Report’s ABM Benchmark Survey.  It's no secret this is a key ingredient to an effective ABM strategy at events, but there are a lot of players involved (Sales, Marketing, Event Planning, Customer Success), which makes it hard to know where to start. Getting your teams aligned for a stronger event and ABM strategy can be tricky, so we reached out to ABM and team alignment expert, Bob Peterson of SiriusDecisions to help us all learn how to achieve it and further our success.