From siloed activity to a strategic ABM enabler
Events aren’t just gatherings - they’re strategic tools to fuel ABM success.
In the world of ABM, events are inseparable from effective account-focused Marketing.
Why? Because events create opportunities to deeply engage your target accounts, strengthen relationships, and demonstrate that you truly know them.
Whether it’s an Executive roundtable, an innovation day, or an intimate mixer, events break down barriers between your organization and the key people within your target accounts.
At their best, events help you:
Showcase your expertise
Build trust
Strengthen account relationships
Small, medium, or large, every event is an opportunity to move the ball closer to the end zone of conversion.
The key lies in designing experiences tailored to your target accounts, the key people within them, and aligned with your ABM strategy.
Let’s dive into how events can transform your ABM game.
You need to see events as strategic enablers that can move the needle when perfectly aligned with your ABM program’s goals.
To make events work, you need to think about:
Timing: Where are your target accounts in their buying journey?
Audience: Who are the key players you need to engage?
Objective: What do you want to achieve with this event?
Events can play to one or more of the “Three Rs” of ABM:
Reputation: Build credibility and position yourself as a thought leader.
Relationships: Deepen connections with key stakeholders.
Revenue: Cement deals and influence bottom-line growth.
The type of event you choose depends on your ABM goals:
Large-scale “Awareness Events” for early-stage engagement.
Bespoke roundtables or workshops for mid-to-late-stage conversations.
Executive dinners or mixers to close deals and foster trust.
Event success isn’t always about immediate commercial conversations. Consider metrics like:
Sign-ups: How many key stakeholders showed interest?
Attendance rates: Did your target audience show up?
Engagement: How many meaningful conversations occurred?
While events may not deliver instant results, their role in pipeline influence and long-term account engagement makes them a critical attribution point for ABM success.
The best events are carefully timed, highly personalized, and fully integrated into your ABM strategy.
Not all ABM events are created equal.
The type of event you choose should reflect the scale of your ABM program and the depth of relationships with your target accounts and key people.
Here’s how to align event strategy by ABM type:
In personalized One-to-one campaigns, the goal is to deeply engage decision-makers and influencers. Small-scale, high-touch events like executive roundtables, innovation days, or peer-to-peer sessions are ideal. These formats foster meaningful conversations and allow you to demonstrate tailored insights for the account’s unique challenges and goals.
▲ Example asset flow for One-to-one campaigns
For clusters of strategic accounts with similar challenges, slightly larger events like workshops, exclusive dinners, or thematic gatherings work best. These events enable cross-account conversations while maintaining the intimacy required for relationship building.
▲ Example asset flow for One-to-few Campaigns
On the more tactical side of things, account hubs, customized tech talks, and just white glove events are really key programs that we've been seeing drive results…so it's nice to be getting those metrics back as far as what's working."
For broader ABM programs targeting a larger audience, think scale and creativity.
Consider:
Partnering with larger industry conferences to secure booth visits and scheduled meetings.
Hosting side events, such as mixers or pop-up networking sessions, to capture attention in an informal setting.
Leveraging digital options like webinars or virtual panels to reach a dispersed audience effectively.
Regardless of the program type, the key is personalization. Tailor event content, messaging, and follow-up to align with the priorities of your target accounts.
From small roundtables to large-scale mixers, events are a versatile tool in your ABM arsenal.
What matters is designing them with your ABM goals and audience in mind.
▲ Example asset flow for One-to-many Campaigns
The success of any ABM Event Play isn’t determined on the day - it’s built in the weeks leading up to it.
Whether you’re planning an intimate roundtable or preparing for a presence at a major industry conference, the groundwork you lay beforehand will make or break your results.
Here’s how to ensure your ABM event gets off to the right start:
Make sure your ABM account list is fully agreed upon and refined. Whether you’re leveraging your broader ABM target accounts or building a list specifically for the event, this is the foundation for success. [here’s a refresher course on getting your account selection right]
Engage your target accounts early by creating a steady drumbeat of activity across multiple channels. Use tactics like:
Paid media campaigns targeted to your accounts
Personalized landing pages aligned with your value proposition
Direct mail invitations that stand out and create intrigue
Ensure all pre-event content - teasers, invitations, social outreach - reinforces your ABM messaging. Position your organization as a trusted authority while making it clear why the event is a can’t-miss opportunity.
Drive meaningful engagement by focusing your calls-to-action on securing face-to-face time. Examples include:
“Book a meeting with our team at Booth #23.”
“Secure your spot at our exclusive roundtable.”
“Join us for a one-on-one discussion tailored to your needs.”
Pre-event preparation isn’t just about logistics - it’s about creating a sense of anticipation and ensuring your target accounts see your brand as indispensable well before the event begins.
The event itself is where relationships start to take shape.
While the chances of having a full commercial conversation during the event may be slim, the value of face-to-face interactions lies in creating connections that open the door to future opportunities.
Here’s how to maximize your impact during the event:
Deliver value to the key people you want to engage with:
Executive reports personalized to the target account’s challenges
Relevant case studies showcasing your expertise in their industry
Keynote content that addresses sector-specific trends and insights
Make sure these materials are designed to spark meaningful follow-up discussions.
Even brief conversations can lay the groundwork for deeper engagement. Focus on:
Asking insightful questions to understand the attendee’s priorities
Introducing them to peers or resources that align with their needs
Highlighting how your organization can solve specific pain points
The goal is to leave a lasting impression, not to close a deal on the spot. Use the opportunity to listen, provide value, and demonstrate thought leadership.
Use tools like event apps, QR codes, or microsites to share content dynamically and make follow-up seamless. By focusing on delivering value and building trust, you can ensure your interactions during the event resonate long after it’s over.
An interaction at an event is an unparalleled opportunity to increase engagement with target accounts and decision-makers.
To fully capitalize on this, plan for what happens after the event.
A meet-up at an event is just the beginning of a longer conversation.
Follow-up communications should include highly targeted and bespoke messaging, aligned with either the event’s topic or specific insights gathered from the buyers themselves.
Use the information gathered during the event to craft personalized outreach.
Segment your follow-up strategy based on engagement levels at the event. For example:
Send tailored thought leadership content to those who expressed interest in specific topics.
Schedule post-event meetings with highly engaged accounts or decision-makers.
Use CRM systems to document conversations, track follow-up actions, and measure the success of post-event engagement.
An event meet-up is a catalyst for relationship building – but the trust solidified during face-to-face interactions must be nurtured through consistent and meaningful follow-up.
Events are not the place for salespeople to push buyers into converting immediately. Instead, send Subject Matter Experts (SMEs) – individuals who can:
Confidently articulate your value.
Facilitate peer-to-peer discussions.
Provide consultative insights that align with the buyer’s needs.
SMEs should come prepared by reviewing attendee profiles, understanding account and ABM priorities, and being ready to engage in meaningful conversations.
Their role doesn’t end at the event – they should follow up with resources or personalized recommendations to maintain momentum.
Face-to-face interactions open doors. But it’s how you walk through those doors – with thoughtful follow-up and value-driven engagement – that determines whether you deepen trust.
When it comes to ABM events, the essential metrics often include event sign-ups, attendee numbers, and face-to-face meetings with target accounts.
These are great starting points, but the true value lies in how these interactions impact the three Rs of ABM: Reputation, Relationships, and Revenue.
To maximize the impact of your events:
Measure pipeline progression influenced by the event
Track the number of post-event follow-ups, meetings booked, or deals influenced
Use information gathered during the event to refine your messaging, value propositions, and account targeting
Update buyer personas based on new learnings about decision-maker preferences or priorities.
Follow up quickly and meaningfully with personalized communications
Share relevant content, such as personalized reports or insights discussed during the event
You've really got to measure events in a different way. I presented our events strategy results at a recent Board meeting…"Okay, so out of our top 25 new customers, how many came to a FLOW event?" And I think the answer was 13 or 14. So the majority of the largest clients we've closed this year, attended a FLOW event. So, of course, that's a great indicator, right?”
What truly sets a great event apart is the human connection.
Many brands focus heavily on their stands, logos, and collateral – but often miss the most important element: engaging with attendees on a personal level.
Design an experience that feels inviting, memorable, and genuine.
Consider creative ways to engage attendees – from unique themes to intimate, casual settings that spark meaningful conversations.
Example: Hosting a relaxed, themed side-event (like an evening mixer with a unique concept) can stand out amid the formalities of a traditional conference.
It's the freedom that you get with ABM that I've not experienced in my previous 13 years in different Marketing roles. The ability to be able to work with your Account teams and say: “We've got these events coming up - how do we reach these key individuals? How do we really form, build or bond that relationship, and help nurture these individuals? That will mean that when you go and have that conversation it's a much stronger or much easier conversation to have.”
Events are opportunities to speak directly to your audience as people, rather than abstract buyer personas.
Create an environment where attendees feel comfortable being open and authentic. These moments of genuine interaction are often where trust is built and relationships are strengthened.
Remember, events don’t just provide a stage for conversation; they create a foundation for ongoing engagement.
Optimize every interaction by making it personal, meaningful, and memorable.
