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Event Marketing
2 August 2017 

The CMO’s Guide to Account-Based Event Marketing

Brandon Rafalson
The CMO’s Guide to Account-Based Event Marketing

Account-based event marketing empowers businesses to be more efficient in sales acceleration and ultimately in closing deals. In The CMO’s Guide to Account-Based Event Marketing we explain how marketing leaders can get the most out of an account-based event strategy.

By now, you’ve probably heard of account-based marketing. If you haven’t, you’ll want to. Today, 80% of marketers measuring ROI say that account-based marketing (ABM) outperforms other marketing investments (ITSMA). Meanwhile, 84% of marketing leaders find ABM to have “significant benefits to retaining and expanding existing client relationships” (Alterra Group).

Account-based marketing is nothing new—the strategies behind it are arguably the same ones instituted by Madison Avenue in the 1960s—but the advent of a series of technologies, including advanced event success platforms, has made it easier and more effective than ever to incorporate ABM into marketing processes. This is good news for event marketers as face-to-face conversation has long been the crux of ABM campaigns. In some ways, it has never been more exciting or fruitful to pursue an event ABM campaign.

In The CMO’s Guide to Account-Based Event Marketing readers will discover answers to critical event ABM questions, including:

  • What is account-based marketing?
  • Why does account-based marketing matter?
  • Who is account-based marketing ideal for?
  • How can account-based marketing be applied to events?
  • What are some account-based event marketing best practices?
  • What are the top tools and technologies for implementing an account-based event marketing strategy?

The Event ABM Bullseye

Applying an ABM event strategy is no small feat. To help readers better structure and measure their event strategy we provide a thorough overview of the RAISE model. Readers will find a detailed breakdown of each step of this event ABM framework, including suggested key metrics to track and an example of how the RAISE model can be put into practice.

The RAISE Model for Event ABM

In creating this ebook, we spoke with ABM thought-leaders—from those who develop ABM technology to those who use ABM as part of their event strategy. Here’s a preview of what some of them had to say:

Jordan ConJordan Con, Marketing, Bizible 

Events and field marketing provide a unique opportunity for marketers to make an in-person connection, especially when marketers can control who is in the room—but not just marketer-to-prospect. When organizations can get target account prospects and customers in the same room, it allows key prospects to connect with other prospects, prospects to connect with happy customers, and happy customers to connect with happy customers. We’ve seen account-based marketing events like these be tremendous for new business, customer retention, and customer expansion—all great outcomes of an account-based marketing strategy.”

Lindsy Lettre

Lindsy Lettre, Senior Marketing OperationsManager, InsightSquared

“About a year and a half ago we moved to account-based marketing. We redid our event strategy. We’re really focusing on cornerstone events where we think about which accounts we want to engage with are going to be at these events, for example SaaStr and Dreamforce.”

Lloyed LoboLloyed Lobo, Co-founder and Chair Traction Conference

“Identify specific companies that you want as clients, identify the key stakeholders, map out the organization, and market to those people in those organizations that have relevant content at different levels of influence.”

Melissa MacatunoMelissa Macatuno, Marketing Manager, RainKing

“Filling the room with the right audience is a challenge most event marketers face. In the past, they may have been targeting the right companies, but probably not the right individuals. With ABM, event marketers can now invite the right people with decision-making power and attract them with topics and speakers that resonate, providing their sales team with a room of quality, qualified prospects. In-person events provide an environment where strong business relationships can be developed and fostered—something that tends to be missing when one is only communicating digitally. With a strong ABM strategy in place, your event ROI will sky-rocket!”

Gaetano DiNardi Gaetano DiNardi, Director of  Marketing, Sales      Hacker

“ABM is all about personalization and targeting. It’s all about clearly defining your target accounts and key players. Pick the right channels and execute flawlessly, then measure and optimize.”

Whether you are considering implementing an ABM event strategy or are already executing one, this guide is for you. You will discover insights about ABM, event marketing and how to merge the two for optimal results. The result is a comprehensive, yet compact guide to account-based event marketing.

Click the button below to get your free copy of The CMO’s Guide to Account-Based Event Marketing, and discover how you take your event ROI to new heights!


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