Although account-based marketing, or ABM , is gaining traction, it’s still considered a less traditional

marketing approach. And if you’re going to go non-traditional, why not think outside the box like, say,

ABM at events?

When it comes to creating content for ABM, there are many options that come to mind, such as

a whitepaper or an infographic , among many other valuable elements that are typical of a content

base.

We could say that these values ​​or differentials that activate the memory of our brand — known in

marketing as assets — are the ones that do all the heavy lifting of an account-based marketing

campaign, but they often need support to keep them attractive enough for the target audience.

Giving a tangible gift through a traditional mail-out kit is a great strategy that connects you directly

with your audience. But what if you took it a step further and gave away those kits at a live event,

whether in-person or virtual?

Once you’ve researched and implemented your ABM strategy for an online event, we suggest adding an element of non-traditional content to your mix.

Organizing a live event is a big challenge, no matter how experienced you are as a marketer. That’s why we’re going to give you four top tips that will boost your ABM campaigns for your event and generate better business.

Step One: Get your sales and marketing team together to brainstorm

Regardless of the type of content you’re whatsapp number list creating for your ABM strategy, you should start with a meeting of the minds. Before you put anything on paper, get your marketing and sales teams in one room and create an opportunity to brainstorm.

During this meeting, sales can share with marketing the accounts they are targeting so they can incorporate them into their projections.

Together, you’ll need to decide on a guest list and determine the goals of hosting an event. Are you launching a new product and want to raise awareness ? Are there any industry webinars happening that would be of interest and could inspire great conversations if you watch them together?

You’ll decide the best time to set up a live event, what kind of content you’d need to create to support it, and which team members will be on-site to organize and follow up with attendees. Once everything is aligned, the “homework” phase of your event begins.

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Step Two: Planning – The Sooner the Better

When you’re organizing an event, whether blogging provides fresh content it’s live or not, it’s always good to get there early. Especially when there are venues and catering to consider, everything has to be very well planned. If your live event is virtual you can eliminate steps like these, but there will still be a lot of elements to consider, like securing moderators and choosing the right tool to use for hosting.

To approach planning efficiently, set up a spreadsheet where you’ll track important deadlines, gather pieces of content that need to be planned and executed before the event, and store contact information for everyone who will be working on the event.

Sales and marketing representatives should conduct weekly check-ins to monitor the progress of pre-event planning and make sure all the details are clear.

Step Three: Consider the content of the event

Just because you want to make your angola latest email list event natural and organic doesn’t mean you don’t have to create a content structure to do so. To do this, make an inventory of supporting content that fits the theme of your event.

If the event is on the topic of Artificial Intelligence , for example, gather what has been created on the topic so far and identify any gaps.

Lacking statistics and research? Consider incorporating updated data into an existing infographic that reps can send to attendees.

Looking for a way to engage users at a virtual event? Consider creating a short introductory video to the topic at hand that can be played before discussions begin.

When you’re creating your event content plan, step back and consider the experience from the attendee’s point of view. Would you be engaged? Would you be motivated to interact?

Make sure your attendees are gaining value by attending. Whether you bring in a respected speaker from your industry or mention the projects participants have worked on.

And most importantly, you have to entertain them! Make sure they have a good time. Attendees are taking time out of their busy schedules to participate. So, think about the guest experience and add a dose of fun to the basic structure of the event.

Step Four: Provide Custom Follow-Ups

If your event is in-person, physical printouts of assets like white papers or infographics will make a lasting impression, especially when paired with things that could be included in your direct mail kits, like personalized notebooks or planners.

When a person attends your event, they are showing their interest and it is essential to follow up appropriately and thank them for their time. At the event, you should ask specific questions and record their interactions, as this information will be invaluable for follow-up.

We’ve all received the generic “thank you” email when visiting a booth or attending an event, but when implementing an ABM strategy, the success of your follow-up depends on the approach to communication.

Consider sending a direct mail “thank you” that includes a personalized, handwritten note after the event with as many details as possible.

Measuring ABM success at events and moving forward

So, you’ve done it! You’ve hosted your first live event to support your ABM strategy. As you gather information about the event, be sure to take note of everything from conversations on non-relevant topics to feedback received from attendees.

With ABM, “quantity” refers to the amount of detail and “quality” is the success achieved in executing the details and acquiring data.

Create a survey after a virtual event or send an email survey to those who attended an in-person event. Giving attendees a space to express what they liked can provide an invaluable feedback loop.

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