atEvent Blog

[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.

[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.


Reframing How We Look at Events: Using the Right Metrics to Evaluate Performance

Best Practices | Event Analytics | Lead Capture | 5 min read


Data is King, and events are the castle. Each event your company attends or sponsors has numerous touch points that provide you with valuable data waiting to be tracked and used to inform your strategy. According to The Freeman Data Benchmark Study, savvy marketers see the value in event data, with 89% of marketing leaders using customer collected data to make strategic decisions. However, this data can do much more, and for every department involved with your events. To get the most of your event data, we can no longer be thinking of events as a cash grab for leads. When we follow that kind of mental approach to our events, we end up convincing ourselves we have a bag full of hundred dollar bills when in reality our bag gets filled with a lot of monopoly money. Instead, we need to flip our view of events and reframe our thinking to be more data driven and value quality over quantity. The new way of looking at events is as a means of collecting lead data, not contacts.

5 Steps to Accelerate Sales Velocity from Events with HubSpot

Best Practices | Event Analytics | Lead Capture

Marketing professionals are often looking to improve their events strategy and find the tools and resources that can give them the best return on their hard work. atEvent CEO, Uzair Dada was recently asked to contribute to this subject matter for the HubSpot blog. In his post, he covers how Marketers can connect their lead capture tool with HubSpot to take necessary steps to accelerate their sales velocity.

Improving Event Lead Capture: Why Context Matters

Best Practices | Event Analytics | Lead Capture | 4 min read

How many times have you attended an event, had a great booth with an energetic staff, handed out popular swag and collected contact information from hundreds of leads, but still had an underwhelming amount of sales meetings as a result? It's not for a lack of trying, but a lack of context. A huge topic we often discuss here is the need for capturing event lead context, and we thought it would be beneficial to go into some more detail about why that contextual data is so important. To give you some more context about context if you will.

Guide to Event Lead Capture Methods

Best Practices | Event Analytics | Lead Capture | 6 min read

Trade shows, conferences and other professional events present a huge opportunity for businesses to make new contacts and begin nurturing promising prospects. Modern technology is making it easier to capture and act on event leads but many companies still haven’t embraced these new solutions. In this post, we’ll look at the four most common event lead capture methods today, along with the benefits and drawbacks of each.