The Event Marketing Playbook: ABM Strategy
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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.
More About The Event Marketing Playbook: ABM Strategy
While ABM touches several teams, departments and activities within organizations, events as a marketing channel play a particularly significant role.
Within this playbook, we cover the various ways to ensure your events are optimized for your ABM program, including:
- Keeping your sales & marketing teams aligned
- Using intent signals to personalize the experience
- Incorporating partners into your event strategy
Plus tips for various event types, teams and more!
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