atEvent Blog

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.


Getting the Most Out of Your Events Within Events

Best Practices | Lead Capture | 3 min read

Savvy B2B organizations are always looking for ways to accelerate the sales pipeline. One highly effective tactic is creating an event within an event, which could be a pre-event breakfast, a cocktail hour, or a demo or breakout session at a conference. These smaller events within events provide your sales team with vital face time with target accounts and other high-value prospects. By borrowing tactics from your digital marketing playbook, your business can turn these events within events into opportunities to not only build goodwill with these accounts, but capture data to help accelerate your sales velocity. Here’s how it should look:

[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.

[Webinar Recap] Power Your ABM Strategy with Event Intelligence

Best Practices | Event Analytics | ABM for Events | 2 min read

73% of B2B marketers agree that events are better than any other tactic for customer engagement.


In our recent webinar with Sirius Decisions, we cover why and how companies should be incorporating their event data and intelligence into their ABM strategy to deliver growth and improve sales productivity. Account-based marketing aligns demand creation programs and messaging to provide targeted accounts with valuable content and information, and the most explicit insights on accounts come directly from the source at events. However, most companies are not using their events to inform their strategy, which was reflected in our in-webinar polling.


How Successful Sales Teams Make the Most of ABM

Best Practices | Event Analytics | ABM for Events | 8 min read

Did you know companies with tightly aligned sales and marketing teams are 67% better at closing deals? That’s why successful B2B sales teams are getting involved in ABM to switch from targeting leads to targeting the accounts they value the most. By collaborating with Marketing, Sales can look to improve their lead quality, assign prospect and account attribution, and increase pipeline velocity. Information about Account-Based Marketing has been everywhere this year, in almost every marketing publication out there, but you might not be aware of how much information sales teams hold and how the strategy is only as strong as the collaboration between Sales and Marketing. In this post, we’ll look at the sales side of this important strategy, share what sales teams need to make ABM work and, of course, how events fit in.