ABM Plays: From Roundtables to Revenue

The ABM Events Blueprint

ABM Plays: From Roundtables to Revenue – the ABM Events Blueprint

What is an
ABM Play?

In a world of AI summaries and automated inboxes, ‘relevance-first’ ABM events are where human trust gets built.

In American football, teams use a strategy of ‘plays’ to move the ball downfield. Each play, simple or complex, is meticulously documented, tested and refined for success. ABM plays work in the same vein!

Much like building blocks, ABM plays are essential to a team’s execution. Crafted to advance progress, maintain control, and set up scoring opportunities, each play is a vital step towards ‘touchdown’!

In this ABM play, we’ll look at ABM events and how to consider them effectively.

Introduction: The Events Advantage in an AI landscape

If you think ABM is all digital plays and personalized assets, think again.

As inboxes, content and calls are increasingly summarized by AI, events are a chance to reinforce the real human connection you’re building via ABM. They’re a key way to engage face-to-face, and build account relationships.

That means events are not just calendar fillers!

In an ABM context, events can be a critical anchor for your wider strategy; a play to prove relevance, deepen relationships, and engage decision-makers. (Especially those who may be harder to reach digitally.)

That’s a gold dust opportunity!

Done right (with relevance), an event serves as a force multiplier across the entire ABM lifecycle. They can bring your value proposition to life, and build real intimacy with key accounts.

But – and it’s a big ‘but’! – not all events are created equal. This play looks at how to design and deliver events that drive results; before, during and long after the lanyards are packed away.

Events
and ABM

In ABM, an event play can support campaigns where the focus is to build trusted relationships and reputation, and accelerate demand.

The goal with ABM events isn’t mass reach. Rather, you want to invite, engage and support with precision. The intent is to create memorable moments that shift how key stakeholders perceive your brand, and boost their urgency to act.

So, whether you’re building an event stand around your ABM proposition, or hosting a ‘satellite’ dinner alongside an industry tradeshow, the goal isn’t footfall to your booth. It’s relevant engagement with the accounts and names who you really want to speak with.

The best ABM events align with the foundations of your account strategy, resonate with your ABM value proposition and messaging, and are consistent with ABM campaign collateral. They serve as either catalysts for new conversations, or accelerants to conversations already in motion.

Think of ABM events as:

Anchors to build ABM awareness activity around. (E.g. a flagship industry conference, relevant for your target cluster.)
Conversion moments to educate and influence high-intent accounts. (E.g. a more bespoke exec roundtable, with exclusive account-personalized messaging.)

Platforms to launch or reinforce your credibility, reputation and point of view. (E.g. as the host of a themed peer forum.)

Executing an
ABM Events Play

ABM events plays should be considered in
three equally important parts: Before, During and After. To be effective, you need to think beyond the day of the event itself!

Before | Pre-event: Plan with Precision

Smart ABM teams treat the run-up to an event like a mini-campaign. And they deeply consider why an event is the right channel choice for their use case. Not every campaign needs an event.

So, before you start planning a calendar,
pressure-test the 'why' of your approach.

Consider:

What purpose does an event serve in your wider ABM motion? Is it for awareness, relationship-building, or deal acceleration?
Will it align with the nature of the accounts you’re targeting? Is it a truly relevant topic?
Before you build a list of names to invite, do you know where those accounts are on their buying journey?
Do accounts have an existing relationship with you? Do you have a proposition and message that they can’t say no to?
What would make this event feel timely, relevant and worth their time?

Momentum builders: Going back to that message, offer clear value upfront. Think insight teasers, event previews, and / or early-access content. Create anticipation, not obligation; and work to be on hand as a helper, to build that one-to-one relationship.

Crucially: Don’t stop engaging after the RSVP. Many dropouts happen between a ‘Yes’ and actually showing up. Keep the momentum with light-touch reminders and reinforcement of value.

Once that’s understood, you can:

Define your event focus: Booth conversation? Personalized 1:1 workshop? Expert roundtable conversation? What’s the right way to get your accounts in the room? Consider the right route for your campaign goals – and, crucially, your account’s preferences. If your goal is to engage a specific key individual(s), do your homework first to build a tailored session that will resonate just with them.

Select the right accounts: Not every target on your list will be ready for an event. So, build your invite list intentionally, especially if you’re focused on bespoke sessions. Be sure to narrow in on high-value, active and engaged accounts. Equally, if you’re attending rather than inviting, be sure your key decision-makers are likely attendees.

Make them feel special! You know ABM is all about personalization. Events are your chance to take this further, and make your invitees feel like true VIPs. Be sure to tailor messages from AEs or SDRs, reference the account’s unique context, and make it clear why this event is exactly right for them, right now.

Use layered touchpoints: Your invitees are busy people! And you’re asking them to take more time to join your event. Standing out against their daily noise requires reaching out across touchpoints – such as via LinkedIn, email, or direct mail. And make sure your message outlines the deep value of replying “Yes, I’ll be there!”

During | At the Event: Make It Meaningful

Whether it’s a roundtable, breakfast, or pop-up mixer, your event should feel purposeful and helpful, and leave attendees with a sense of time well spent.

This is your chance to move beyond decks and demos, and actually build a two-way conversation that delivers value. Done well, it creates a powerful halo effect; attendees leave feeling informed, seen, and more open to future engagement.

Top tips for event success:

Focus on helping, not selling. ABM events should feel less like a sales pitch, more like a space to help, collaborate, and engage.

Design for participation: Fewer slides, more conversation. If you’re running a talk, workshop or roundtable, use moderators to guide discussions and ensure every voice is given space.

Bring in your SMEs: Your Sales team may have the initial account relationship, but subject matter experts can often build more trust – and spark deeper conversations.

Curate the room: Prioritize quality of attendees over quantity. 10 engaged execs who are aligned with your account focus > 100 passive passers-by. It’s about who’s there, not how many.

Embrace serendipity: Build space for informal chats and side conversations. Personalized coffee chats might just deliver more value to your account than a big keynote; so, make room for ‘no pressure’ talks.

After | Post-event: Keep the Energy Going

Remember, the event is often just the start of a relationship!

Maintaining that connection is often where ABMers drop the ball. The room may have been buzzing, connections may have been made… but if value doesn’t follow, the momentum fizzles – fast.

A solid post-event strategy, leave-behinds, and regular check-ins ensure that value is sustained and conversations continue.

Post-event,
you should:

Follow up – fast: Use personalized notes, curated content and follow-up conversations while memories remain fresh. Don’t let your event become a blur in their mind.

Share something of value: Insights recaps, event highlights, session recordings, peer quotes, frameworks, personalized summary notes… give your attendees something you know they’ll value. This isn’t just being polite, it reinforces your positioning and gives them something tangible to keep you top-of-mind.

Align with Sales: Make sure follow-up responsibilities are clear to keep up the momentum! After the event, Sales and Marketing should align and debrief on the attendee list, segment by engagement level, and set next steps. Identify: Who’s ready for a deeper conversation? Who needs more nurturing? And, crucially, who should engage and when.

Extend the experience: Did your account contact wish they could share the moment with their team? Make that value shareable! Repurpose event content into your ABM campaigns, and start to build engagement with the wider account team.

In ABM events, a volume of attendees or booth footfall are nice to have; but they aren’t entirely what you’re looking for. Rather, quality interactions, attendance and engagement with high-value accounts, are key.

Providing experiences that feel memorable, genuine, and which focus on building trusted relationships, will have a greater impact on the three Rs of ABM: Reputation, Relationships, and Revenue.

What event metrics should I measure?

When considered as part of your ABM mix and messaging, events are a great way to get in the room with accounts, deepen relationships, and create a springboard for quality relationships.

When events are well-timed to an account’s need and considered with relevance, they deliver the human authenticity on which ABM builds.

And, as AI engagement options increase, ABM events are a key way to reinforce the human relationships you’re already building with your accounts.

Consider them as part of your wider ABM mix, and events are a standout way to resonate with the right people!

In a world of AI, ABM events bring a human edge

ABM plays event checklist

Ready for an ABM event play? Ask yourself:

Have I defined the event’s role and relevance to my ABM strategy; awareness, relationship-building, or deal acceleration?
Have I built a guest list based on account readiness, intent signals, and relevance (not just volume)?
Have I tailored the experience so that every invitee feels it was designed for them, right now?
Have I planned pre- and post-event activations to sustain momentum beyond the room?
Have I aligned with Sales on roles, responsibilities and follow-up, to ensure outcomes, not just attendance?