The Event Marketing Playbook: ABM Strategy

To execute account-based marketing (ABM) well, you need sales and marketing to align on the accounts you want to bring to the business and then join forces to turn those prospects into customers. While ABM touches several teams, departments and activities within organizations, events as a marketing channel play a particularly significant role. In fact, if you’re leaving events out of your ABM strategy, you’re missing a fundamental opportunity to move the needle for the business. Events provide sales and marketing teams with key insights that can help establish and deepen relationships with prospects and customers.

Here are three ways to ensure your events are optimized for your ABM program. Within this playbook, we will cover additional strategy areas, such as content and engagement, that support your ABM program.