3 Ways to Maximize Event ROI with Account-Based Marketing (ABM)

By Shauna Ward

Think about the last party you threw. Whether it was your kid’s birthday party or a dinner party with friends, chances are a fair amount of planning went into it — from selecting a guest list and sending out invitations to picking which food and drinks to serve. Now multiply that by a thousand, and you’ll get an understanding of what it’s like to plan a B2B event.

Feeling overwhelmed yet?

I’ve often heard marketers express their uncertainty about the event marketing process as a whole. How do you get the most out of your event marketing investment? How do you make sure the contact information you collect at an event isn’t going to waste?

If you’re like many B2B companies, you’re funneling a good bit of money into event sponsorships, booths, speaking gigs, travel, and more. You want to make sure you’re getting out at least as much as you’re putting in so you can prove the ROI of your efforts.

Let’s take a look at a few ways you can use account-based marketing (ABM) to get more from your event investment by creating awareness before the event and by improving your follow-up process.

1. Driving Attendance with Targeted Account-Based Marketing Campaigns

When you host or sponsor an event, you can use account-based marketing to help drive the right people from the right companies to attend, meet with your team, or stop by your booth.

B2B events are not numbers games. If you simply wanted to pack your venue, you could open up the event to the public and invite a bunch of college students who love free stuff. If I had a dollar for every random event I attended in college just to get free food, I would have been able to afford my own food instead. B2B events should focus on the quality of attendees, not the quantity.

The biggest key to getting a good return on your investment is making sure the right people are present and that you’re able to break through the noise and get your message in front of those people.

Industry Events: Trade Shows, Conferences, & Summits

If you’re hosting an industry event, your target audience may include thought leaders and companies that fit your ideal customer profile (ICP), including accounts you’d like to turn into customers, opportunities your sales team is currently working, and current customers.

When you sponsoring an industry event, you don’t have as much control over the guest list, so it’s important to only sponsor events where you know attendees match your ICP and you know some of your customers and prospects are attending. This allows you to generate net-new contacts at the right types of companies as well as have valuable in-person interactions with key prospects and customers.

Customer Events & Meet-Ups

For a customer event, your audience is pretty straightforward. That being said, consider precisely which people at your customer accounts you want to attend. Chances are, your first instinct is to target the end-users of your solution. But have you considered creating a special Go to the full article.

Source:: Business 2 Community

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