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Account Based Marketing Events: A Comprehensive Guide to Success
Author: Sarah Chen, Senior Marketing Strategist at XYZ Marketing Solutions, with 10+ years of experience in B2B marketing, specializing in ABM strategy and event execution.
Publisher: MarketingProfs – A leading provider of marketing education and resources for professionals across various industries. MarketingProfs boasts a vast network of experts and a strong reputation for delivering high-quality, actionable content in the field of marketing.
Editor: Michael Davies, Experienced Editor with 15+ years experience in content creation and editing for the marketing and technology industries.
Summary: This guide delves into the world of account-based marketing (ABM) events, providing a step-by-step approach to planning, executing, and measuring the success of these targeted initiatives. We explore best practices, common pitfalls, and provide actionable strategies to maximize ROI. The guide also highlights the importance of personalization, data-driven decision-making, and post-event follow-up within the context of account-based marketing events.
1. Introduction to Account Based Marketing Events
Account-based marketing (ABM) events are highly targeted marketing initiatives designed to engage specific high-value accounts. Unlike traditional marketing events that cast a wide net, ABM events focus on creating personalized experiences for a select group of key accounts, nurturing relationships, and ultimately driving revenue. The success of account-based marketing events hinges on meticulous planning, personalized engagement, and robust follow-up. This guide provides a roadmap to navigate the complexities of planning and executing successful ABM events.
2. Defining Your Target Accounts for ABM Events
The foundation of any successful account-based marketing event is a clearly defined target audience. You need to identify the key accounts you want to engage. This involves researching their needs, challenges, and preferences. Detailed firmographic and technographic data is crucial. Consider factors like company size, industry, location, technology stack, and recent activity. The more granular your understanding, the more effective your account-based marketing events will be.
3. Planning and Designing Personalized Account Based Marketing Events
Once your target accounts are identified, the planning phase begins. This involves selecting the right event format – webinars, workshops, exclusive dinners, conferences, or customized in-person experiences. The key is personalization. The event should directly address the unique needs and challenges of each targeted account. This could involve customizing the agenda, speaker lineup, or even the location to resonate deeply with each invited client.
4. Choosing the Right Event Format for your Account Based Marketing Strategy
Different formats cater to different needs. Webinars offer scalability and cost-effectiveness, while exclusive dinners provide a more intimate and high-touch experience. Workshops allow for deeper engagement and hands-on learning. The choice should align with your target accounts' preferences and your overall ABM goals. Consider the level of intimacy desired and the desired level of engagement.
5. Leveraging Technology for Account Based Marketing Events
Technology plays a critical role in successful account-based marketing events. Utilize marketing automation platforms to personalize invitations, track engagement, and automate follow-up. Event management software can assist with registration, logistics, and attendee management. Data analytics dashboards provide real-time insights into event performance, allowing for course correction if needed.
6. Measuring the Success of Your Account Based Marketing Events
Measuring the ROI of account-based marketing events is crucial. Track key metrics such as attendance rates, engagement levels (e.g., website visits, content downloads, social media interactions), lead generation, and ultimately, closed-won deals. Tie these metrics directly to specific accounts to quantify the impact of your efforts. This data-driven approach allows you to refine your strategy for future events.
7. Post-Event Follow-Up and Nurturing for Account Based Marketing
The work doesn't end after the event. Post-event follow-up is critical to nurture relationships and move accounts through the sales funnel. Send personalized thank-you notes, share recordings or presentations, and schedule follow-up meetings to continue the conversation. Use the data gathered during the event to tailor your communication and offer relevant resources.
8. Common Pitfalls to Avoid in Account Based Marketing Events
Several common pitfalls can derail your ABM event strategy. Avoid a generic approach—personalization is key. Don't neglect data-driven decision-making. Insufficient pre-event planning and a lack of post-event follow-up can also diminish results. Failing to track key metrics and measure ROI undermines your ability to learn and improve.
9. Best Practices for Account Based Marketing Events
Prioritize personalization in every aspect of the event. Leverage data to understand your accounts' needs and tailor your message accordingly. Focus on creating a high-value experience that fosters meaningful engagement. Invest in robust technology to streamline processes and track results. Prioritize qualitative feedback to improve future events.
Conclusion:
Account-based marketing events, when executed strategically, can be highly effective for driving revenue from key accounts. By understanding your target accounts, planning meticulously, personalizing the experience, leveraging technology, and tracking results diligently, you can maximize the ROI of your ABM event strategy. Remember, consistent follow-up is critical to nurturing relationships and converting leads into customers.
FAQs:
1. What is the difference between traditional marketing events and account-based marketing events? Traditional events target a broad audience, while ABM events focus on a select group of high-value accounts.
2. How do I determine the budget for my account-based marketing events? The budget depends on the event format, target audience size, and planned activities. Start by defining your objectives and then estimate costs based on those goals.
3. What metrics should I track to measure the success of my account-based marketing events? Track attendance rates, engagement levels, lead generation, deal closure rates, and overall ROI.
4. How can I ensure my account-based marketing events are personalized? Leverage data to understand your accounts' needs and tailor the event content, agenda, and communication accordingly.
5. What technology should I use to support my account-based marketing events? Marketing automation platforms, event management software, and CRM systems are valuable tools.
6. How can I improve the engagement of attendees at my account-based marketing events? Use interactive activities, Q&A sessions, and networking opportunities to enhance engagement.
7. What are the common mistakes to avoid when planning account-based marketing events? Avoid generic approaches, neglect data-driven decision-making, and lack of post-event follow-up.
8. How can I build strong relationships with key accounts through account-based marketing events? Focus on creating personalized experiences and fostering genuine connections.
9. How do I measure the long-term impact of account-based marketing events? Track customer lifetime value and the overall contribution of these accounts to your revenue stream.
Related Articles:
1. The Ultimate Guide to ABM Event Planning: A detailed step-by-step guide covering all stages of ABM event planning, from ideation to post-event analysis.
2. Measuring the ROI of Account-Based Marketing Events: Focuses on key metrics and strategies for calculating the return on investment for ABM events.
3. Top 5 ABM Event Formats for High-Value Accounts: Explores different event formats and their suitability for various ABM strategies.
4. Personalization Strategies for Account-Based Marketing Events: Provides practical tips and techniques for personalizing ABM events to resonate with specific accounts.
5. Leveraging Technology for Enhanced ABM Event Management: Discusses the role of technology in optimizing ABM event planning, execution, and analysis.
6. Case Studies: Successful ABM Events and Their Strategies: Presents real-world examples of effective ABM events and the strategies behind their success.
7. Avoiding Common Pitfalls in Account-Based Marketing Events: A deep dive into the most common mistakes and how to avoid them.
8. Building Strong Relationships with Key Accounts Through ABM Events: Focuses on relationship-building strategies for ABM events.
9. Post-Event Follow-Up Strategies for Maximizing ABM Event Impact: Provides actionable advice on post-event communication and nurturing.
| account based marketing events: A Practitioner's Guide to Account-based Marketing Bev Burgess, Dave Munn, 2021-06-29 Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts. |
| account based marketing events: Account-Based Marketing For Dummies Sangram Vajre, 2016-04-25 Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book. —David Raab, Founder at Raab Associates If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too. —Megan Heuer, Vice President and Group Director, SiriusDecisions Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. —Joe Chernov, VP of Marketing at InsightSquared Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how. —Scott Brinker, Author of Hacking Marketing Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results. —Sean Zinsmeister, Senior Director of Product Marketing, Infer The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike. —Scott Vaughan, CMO, Integrate |
| account based marketing events: ABM Is B2B Sangram Vajre, Eric Spett, 2019-09-03 Instant Bestseller on Amazon in Marketing and Sales! FACT: Less than ONE percent of all leads become customers. As a business, how can you break that trend and achieve client fidelity? In this book we reveal the secrets behind the framework that will sell and retain your customers. Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around. In this highly anticipated book, we reveal the secrets behind our signature TEAM - Target, Engage, Activate, and Measure - framework to transform your approach to market, increase sales, and retain your ideal customers. Account-Based Marketing (ABM) is the new B2B. It's time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model. A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics. It's time to take the lead and transition your business to ABM. The process is simple when you have the right book - ABM is B2B. What are you waiting for? |
| account based marketing events: Promoting and Marketing Events Nigel Jackson, 2013-10-28 This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of audiences, and on how to use this to manage an event’s long-term reputation. The book focuses on core marketing and PR current theory specifically relevant to the events industry and introduces topics such as marketing strategy, the consumer, marketing PR and how to use the internet to promote events. It integrates a range of international case studies from small-scale events to mega-events to help show how theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event communication and to show how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. The book is essential reading for all students studying Events Management, and provides valuable reading for students, academics and practitioners interested in marketing and public relations in general. |
| account based marketing events: Events Marketing Management Ivna Reic, 2016-09-19 This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser’s perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin – the supply and the demand – in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers. |
| account based marketing events: Innovative B2B Marketing Simon Hall, 2022-08-03 Navigate the B2B marketing sphere with this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices. Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations. Now fully updated, the second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates. |
| account based marketing events: Account-Based Marketing Chris Golec, Peter Isaacson, Jessica Fewless, 2019-03-19 Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide. |
| account based marketing events: Marketing Destinations and Venues for Conferences, Conventions and Business Events Rob Davidson, Tony Rogers, 2012-05-31 Marketing Destinations and Venues for Conferences, Conventions and Business Events covers key areas in marketing and promotion, such as: * Trends and issues in destination and venue marketing * Strategic marketing planning, ROI and strategy evaluation * Destination and venue selling strategies * Future challenges, opportunities and supply-side developments |
| account based marketing events: Inbound Organization Dan Tyre, Todd Hockenberry, 2018-04-24 Use inbound principles to build and strengthen your company’s future We’re in a major shift in a fundamental aspect of how businesses grow, how buyers purchase, and how businesses build meaningful conversations and customer relationships. Companies who align their mission, strategies, action plans, and tools with the way buyers think, learn, discover, and purchase will have a huge competitive advantage. Organizations need to adjust their mindset and build a strategic foundation to deal with these facts and not just update a business plan. Inbound Organization shows leaders how to build their company's future around Inbound principles and strengthen the structural foundations necessary to deal with the changes in buyer behavior. It explains how and why Inbound ideas and how to create a remarkable customer experience belong in the boardrooms and on the desks of founders, entrepreneurs, business leaders, and anyone who has a responsibility to lead their organizations into the future. • Discover the foundation of inbound principles • Learn how to put ideas into practice today • Read about organizations that successfully apply the principles of Inbound • Keep your business on course to succeed amidst buyer changes Stay ahead of the curve and learn how to use Inbound principles to ensure you’re always ahead of the curve. |
| account based marketing events: Impact of ICTs on Event Management and Marketing Birdir, Kemal, Birdir, Sevda, Dalgic, Ali, Toksoz, Derya, 2020-12-04 Conferences, symposiums, and other large events that take place at far away hotels require many hours of preparation to plan and need a capable event staff to market. Without the innovative technologies that have changed the face of the tourism industry, many destinations would be unequipped to handle such a task. Impact of ICTs on Event Management and Marketing is a collection of innovative research on the methods and applications of information and communications technologies on almost all facets of hospitality and tourism-related businesses including hotels, restaurants, and other tourism areas. While highlighting topics including digital marketing, artificial intelligence, and event tourism, this book is ideally designed for business managers, event planners, and marketing professionals. |
| account based marketing events: No Forms. No Spam. No Cold Calls Latané Conant, 2020-07-15 No Forms. No Spam. No Cold Calls. is a rallying cry for a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working to deliver breakthrough results.Every organization wants to predictably grow revenue. The challenge facing sellers and marketers today is that B2B buyers have taken control of the buying journey, making it nearly impossible for business leaders to accurately predict anything, especially revenue growth.Prospects are being bombarded from all sides with forms, emails, and annoying phone calls as they try to research our solutions. So what do they do? They protect themselves by researching anonymously and not revealing themselves to us until their decision is made. That means that as sellers and marketers, we've lost our opportunity to influence the buying journey-that is, if we're still clinging to the traditional lead-based tools and strategies that we're used to. It's time for a new paradigm.Pioneering CMO Latané Conant delivers a step-by-step guide that will transform the way you think about marketing and selling in the modern age. Often challenging but never dull, No Forms. No Spam. No Cold Calls. delivers uncomfortable truths about the status quo-starting with Latané's first breakthrough that our old-school tactics not only treat our future customers like dirt, they also encourage the anonymous buying we're trying to combat. This book challenges sales and marketing leaders to engage customers the right way if you want to achieve predictable revenue growth.Latané lays out exactly how to enable your sales and marketing teams to take pride in the customer experience and finally align on how to put your prospects at the center of everything you do. In doing that, you'll learn to uncover customer demand, prioritize which accounts to work, engage the entire customer buying team, and measure real success. With this customer-first approach, you'll be able to confidently take down the forms, stop sending bulk emails, and quit making cold calls-and achieve breakthrough results. |
| account based marketing events: Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works Pam Didner, 2014-12-19 Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. LEARN HOW TO: Create content that engages people--regardless of their country and culture Identify key actions and strategies to apply to your projects Connect dots that others don't see and connect them in ways you never thought of before Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us. -- DOUG KESSLER, Creative Director, Velocity A valuable guide to developing and distributing your global content effectively. -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity This book is the blueprint for engineering a modern scalable content marketing operation. -- PAWAN DESHPANDE, CEO, Curata “Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level. -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling |
| account based marketing events: Datastory Nancy Duarte, 2019-09-17 Readers will learn to understand the story behind the data and how to influence the people with a DataStory. |
| account based marketing events: Event Planning Alex Genadinik, 2015-11-07 Become an event planning pro & create a successful event series |
| account based marketing events: Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI Brian Carroll, 2010-06-08 Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly profitable leads. Brian Carroll, CEO of InTouch Incorporated and expert in lead generation solutions, reveals key strategies that you can implement immediately to win new customers, accelerate growth, and improve your sales performance. You'll start by defining your ideal leads and targeting your ideal customer. Then, you'll construct your lead generation plan, a crucial step to staying ahead of your competition long-term. To help you put your plan into action, Carroll guides you step by step to: Align sales and marketing efforts to optimize the number of leads Use multiple lead generation vehicles, including e-mail, referrals, public relations, speaking events, webinars, and more Create value for the prospective customer throughout the buying process Manage a large group of leads without feeling overwhelmed Identify and prioritize your best prospects Increase the percentage of leads who become profitable customers Avoid lulls in the sales cycle With Lead Generation for the Complex Sale you'll learn how to target prospects early in the buying process and make the most efficient use of sales productivity and marketing resources. |
| account based marketing events: The Eyes of Industry Leonard W Jones, 2021-09-09 This work has been selected by scholars as being culturally important and is part of the knowledge base of civilization as we know it. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. To ensure a quality reading experience, this work has been proofread and republished using a format that seamlessly blends the original graphical elements with text in an easy-to-read typeface. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant. |
| account based marketing events: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| account based marketing events: A Practitioner's Guide to Account-Based Marketing Bev Burgess, Dave Munn, 2017-03-03 Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts. |
| account based marketing events: Reinventing Virtual Events Justin Michael, Julia Nimchinski, 2022-12-28 Make your next webinar something to write home about In Reinventing Virtual Events: How to Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance, a team of accomplished sales and coaching leaders delivers an insightful and engaging take on how to go from just holding your webinar audiences captive to truly captivating them. In the book, you’ll learn a novel way to produce online experiences the authors call “Customer-Centric Events,” hybrid, go-to-market simulations that generate high levels of attendance and participation. The authors upend conventional wisdom to show you how to create unconventional webinars that dazzle prospective customers and flood your pipeline. You’ll discover how to: Transform your product-centric pitch-offs into innovative customer-centric events that activate and engage your ideal audience Use the authors’ signature G.A.M.E.S. framework to drive high-quality leads Build buzz, engagement, and interactivity directly into your virtual event and attract the top speakers in your industry A can’t-miss playbook that turns everything you know about virtual events on its head—and shakes it up for good measure—Reinventing Virtual Events is an essential read for founders, sales professionals, business owners, marketing professionals, and anyone else with a stake in developing successful and engaging online and hybrid events. |
| account based marketing events: The Book on Account Based Marketing Bassem Hamdy, 2018-03-05 The most important thing for you to realize - from the outset - is that this is not a book about marketing. The world of business-to-business revenue generation has evolved to the point that, no matter what your functional role, account based marketing will play a pivotal part in your individual and company's success or failure. Are you in sales? Account based marketing will be the single largest component of the quality of revenue that you generate. Are you in customer success? Account based marketing will be the foundation of your customer's overall satisfaction. Are you in marketing? Account Based Marketing (ABM) will be the most highly leveraged tool in your arsenal of tools. |
| account based marketing events: They Ask, You Answer Marcus Sheridan, 2019-08-06 The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company. They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales. |
| account based marketing events: Rethink Your Marketing Tom Shapiro, 2017-07-20 If your business is stuck and you just cannot seem to grow beyond your current plateau, Rethink Your Marketing arms you with seven strategies for getting unstuck to fuel your revenue growth. Rethink Your Marketing helps you to identify the specific levers of your marketing that will lead to new growth, enabling you to cut through the noise to what truly moves the needle. Rethink Your Marketing includes marketing wisdom from more than 50 companies. Want to know how Russell Weiner, President at Domino's, created the fastest-growing restaurant in the U.S.? Want to know how Mark Organ took Eloqua from near bankruptcy to being acquired for $871 million? Want to know how Michelle Stern, SVP at Legendary Entertainment, is working with her applied analytics team to upend the way the entire movie industry markets films? Want to know how Jerome Hiquet, CMO at Tough Mudder, is plotting the brand's future growth? This book's got you covered! If your business has hit a plateau, rethink your brand's marketing to unleash growth. Merely tweaking what you are doing, though, will most likely lead to stagnation. Merely copying what the competition is doing will result in frustration. Merely following what the media is hyping will lead to failure. Instead, Rethink Your Marketing teaches you to avoid tinkering, and instead to go big, go bold, and go all out in highly strategic ways. From audience targeting and neuromarketing, to marketing mix and marketing metrics, after reading this book you'll learn a variety of paths for unleashing revenue growth. From basketball-playing sumo wrestlers to innovative revenue models, you'll uncover how dozens of highly successful brands are achieving marketing breakthroughs and accelerating their growth. Read Rethink Your Marketing, and learn to transform your business. |
| account based marketing events: Urban Events, Place Branding and Promotion Waldemar Cudny, 2019 Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events. With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote, and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities, and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies. This will be of great interest to upper-level students and researchers in Events Marketing and Management, Tourism and the broader field of Urban Geography. The concluding chapter also proposes future research directions-- |
| account based marketing events: Event Success Alon Alroy, Eran Ben-Shushan, Boaz Katz, 2022-03-29 Make events the most powerful marketing tool you have In Event Success: Maximizing the Business Impact of Physical, Virtual, and Hybrid Experiences, Alon Alroy, Eran Ben-Shushan, and Boaz Katz of Bizzabo draw on the knowledge they’ve gained powering events for companies like Amazon, Salesforce, and Uber to deliver an end-to-end playbook for readers wanting to maximize their organization’s return on events. Event Success will help you unlock the full potential of your events and make them your most important marketing channel. You’ll learn how to create elevated experiences in any format that drive strategic business goals, including: How to measure event success with surveys, data, analytics, and key KPIs How to integrate events into a strategic, end-to-end marketing plan How to collect, analyze, and funnel event data to other teams to drive business growth What events are successful, what the data says about them, and real-life examples from SAP, the Financial Times, IBM, and other leading brands that capture the imagination of their audiences through events Event Success is ideal for marketers, event professionals, and anyone responsible for creating buzz, driving new sales, and building thought leadership with in-person, hybrid, or virtual events. It’s also an invaluable resource for maximizing your organization’s “RoE”—or Return on Event—with measurable increases in sales. |
| account based marketing events: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer Dadwal, Sumesh Singh, 2019-11-15 Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students. |
| account based marketing events: Festival and Events Management Ian Yeoman, Martin Robertson, Jane Ali-Knight, Siobhan Drummond, Una McMahon-Beattie, 2012-06-14 Festival and Events Management: an international perspective is a unique text looking at the central role of events management in the cultural, tourism and arts industries. With international contributions from industry and academia, the text looks at the following: * Events & cultural environments * Managing the arts & leisure experience * Marketing, policies and strategies of art and leisure management Chapters include exercises, and additional teaching materials and solutions to questions are provided as part of an accompanying online resource. |
| account based marketing events: The Essential B2B eCommerce Guide Ian Dunning, 2020-05-29 This Guide has been written to cover all aspects of the reality of B2B eCommerce. The emphasis is on practical advice for British SMEs that can bring you immediate economic benefits. |
| account based marketing events: Branding Inside Out Nicholas Ind, 2017-10-03 Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter. |
| account based marketing events: Professional Services Marketing Handbook Nigel Clark, 2015-04-03 The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence. Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands. Contributing Authors: Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie Clive Stevens, Executive Chairman, Kreston Reeves Louise Field, Head of Client Service & Insight, Bird & Bird LLP Tim Nightingale, Founder, Nisus Consulting Ben Kent, Managing Director, Meridian West Lisa Hart Shepherd, CEO, Acritas Nick Masters, Head of Online, PwC Alastair Beddow, Associate Director, Meridian West Dale Bryce, President, Asia-Pacific Professional Services Marketing Association Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM Susan D'aish, Business Relationship Director, MacRoberts LLP Dan O'Day, Vice President, Thomson Reuters Elite Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins Eleanor Campion, Communications Executive, UK & Europe, Atkins Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany Giles Pugh, Principal, SutherlandsPugh |
| account based marketing events: Marketing for Tourism, Hospitality & Events Simon Hudson, Louise Hudson, 2017-05-27 Framed within basic marketing principles, Marketing for Tourism, Hospitality & Events highlights the global shift in tourism demographics today, placing a particular emphasis on the role of digital technology and its impact on travel products and services. Covering developments across a broad range of topics such as contemporary tourism marketing, understanding today′s consumer, and the importance of public relations and personal selling, key industry changes are captured throughout the text. ′Lessons from a Marketing Guru′ feature personal insights from real world practitioners, and ′Digital Spotlights′ highlight the ways in which social media and the Internet have transformed tourism, hospitality and events the world over. These features are further enhanced by ′Marketing in Action′ case-studies in each chapter that highlight the international realities of tourism, hospitality and events marketing in practice. These include: Spiritual Tourism in Tamil Nadu, India Social media listening at Marriott’s headquarters in Hong Kong The Deer Hunt Festival in Winneba, Ghana Music-themed hotels in Prague, Amsterdam, Berlin and Mexico The promotion of Hawaii through film and television Dark Tourism in Vietnam The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor manual, a test bank of multiple choice questions and author-curated video links to make the examples in each chapter come to life. Ideal for undergraduate and postgraduate students looking for an introductory text to marketing for tourism, hospitality and events. |
| account based marketing events: The Event Marketing Handbook Allison Saget, 2006 See: |
| account based marketing events: Pain Management and the Opioid Epidemic National Academies of Sciences, Engineering, and Medicine, Health and Medicine Division, Board on Health Sciences Policy, Committee on Pain Management and Regulatory Strategies to Address Prescription Opioid Abuse, 2017-10-28 Drug overdose, driven largely by overdose related to the use of opioids, is now the leading cause of unintentional injury death in the United States. The ongoing opioid crisis lies at the intersection of two public health challenges: reducing the burden of suffering from pain and containing the rising toll of the harms that can arise from the use of opioid medications. Chronic pain and opioid use disorder both represent complex human conditions affecting millions of Americans and causing untold disability and loss of function. In the context of the growing opioid problem, the U.S. Food and Drug Administration (FDA) launched an Opioids Action Plan in early 2016. As part of this plan, the FDA asked the National Academies of Sciences, Engineering, and Medicine to convene a committee to update the state of the science on pain research, care, and education and to identify actions the FDA and others can take to respond to the opioid epidemic, with a particular focus on informing FDA's development of a formal method for incorporating individual and societal considerations into its risk-benefit framework for opioid approval and monitoring. |
| account based marketing events: How to Get a Meeting with Anyone Stu Heinecke, 2016-02-16 [The author] found that getting meetings with previously unreachable people was easier than ever. Now he shares his tactics and tips in this essential guide for anyone who needs to make contact. In [this book], Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he's developed after years of experience and from studying the secrets of others who've had similar breakthrough results-- results that other marketers considered impossible, with response rates as high as 100 percent. Through real-life success stories, Heinecke lays out 20 categories of Contact Campaigns that anyone can research and execute. Tactics range from running a contact letter as a full-page ad in The Wall Street Journal to unorthodox uses of the phone, social media, email, and snail mail to using personalized cartoons to make connections. He also packs in plenty of tips on how to determine your targets, develop pitches, and gain allies in your contact's circle of influence.--Amazon.com. |
| account based marketing events: Digital Relevance A. Albee, 2018-11-02 Digital Relevance teaches readers the knowledge, strategies, and skills need to create content, instantly engage customers, and compel them to action by sharing ideas so seamlessly matched to each audience's context that they can't help but take next steps toward purchase. |
| account based marketing events: The Definitive Guide to Marketing Automation Jon Miller, 2013-02-12 |
| account based marketing events: Revenue Growth Engine Darrell Amy, 2020-05-11 Would you like to grow revenue faster? Whether you own a company, lead a sales team, or work in marketing, we all share the same goal: revenue growth. Unfortunately, many companies are not growing as fast as they could be. You are running marketing campaigns. Your sales team is making calls. What's keeping you from growing faster? Every company has a Revenue Growth Engine. This is the sum of their sales and marketing efforts. The problem is that most engines are not firing on all cylinders. There may even be important cylinders missing. The good news is that when your Revenue Growth Engine is performing with all cylinders firing, you accelerate revenue growth! In this book, you will quickly discover which parts of your company's growth engine are not performing. You will find a big picture model for aligning marketing and sales to drive growth. Then, Darrell walks you step by step through how to improve each component of your growth engine. |
| account based marketing events: Good Practices and New Perspectives in Information Systems and Technologies Álvaro Rocha, |
| account based marketing events: The Phantom of the Opera Andrew Lloyd Webber, 1990 |
| account based marketing events: Account-Based Growth Bev Burgess, Tim Shercliff, 2022-11-03 Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra. |
| account based marketing events: Busting Silos Hillary Carpio, Travis Henry, 2023-07-11 Unify your teams and go to market like the best in the business Hillary Carpio and Travis Henry of Snowflake helped scale the go to market program behind one of the fastest growing software companies in history. Not satisfied with the traditional model of separate sales and marketing functions, they married both into integrated, account-based, cross-functional teams that targeted and closed business at historic rates—what they call one-team GTM. In Busting Silos: How Snowflake Unites Sales and Marketing to Win its Best Customers, Carpio and Henry map out how you can do the same at scale. Learn to: Turn your funnel upside down and stop wasting resources Design a one-team ABM program, align people with strategy, and win buy-in Deliver the right message at the right time to the right account Scale your pilot to sell (and upsell) to enterprise heights Whether you are building a new ABM function or scaling an existing one, your ABM and sales development reps are likely siloed. To go to market at size, speed, and scale like Snowflake, that needs to change. Busting Silos is your roadmap to making it happen. |
Create a Google Account - Computer - Google Account Help
A business account also makes it easier to set up Google Business Profile, which helps improve your business visibility and manage your online information. When you create a Google …
Use Gmail to access your Google Account
Follow the onscreen information to add Gmail to your account. When you add Gmail, your Gmail address will become the primary username on your account. It will be what others see when …
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Official Google Account Help Center where you can find tips and tutorials on using Google Account and other answers to frequently asked questions.
Change or reset your password - Computer - Google Account Help
Follow the steps to recover your account. You'll be asked some questions to confirm it's your account and an email will be sent to you. If you don’t get an email: Check your Spam or Bulk …
Come recuperare l'Account Google o Gmail
Recuperare un Account Google eliminato. Se hai eliminato il tuo Account Google di recente, puoi seguire i passaggi per recuperare il tuo account. È ancora impossibile accedere Creare un …
Crea un Account Google
Un account Gmail è uno dei diversi servizi Google che puoi utilizzare e con cui puoi salvare i dati se hai un Account Google. Altri servizi che puoi utilizzare con il tuo Account Google includono: …
Find, control & delete the info in your Google Account
Timeline is a Google Account setting that creates a personal map that helps you remember places you visit, routes you use, and trips you take. When you have Timeline turned on, your device …
Make your account more secure - Google Help
A green shield with a check mark means your account is healthy and no immediate action is needed. To check for notifications: Sign into your Google Account. At the top right, select your …
Create a Gmail account - Gmail Help - Google Help
Create an account . Tip: To use Gmail for your business, a Google Workspace account might be better for you than a personal Google Account. With Google Workspace, you get increased …
Sign in with Google - Google Account Help
If you delete your third-party account, your Google Account is unaffected, because third-party accounts and Google Accounts are independent of each other. The third party doesn’t notify …
Create a Google Account - Computer - Google Account Help
A business account also makes it easier to set up Google Business Profile, which helps improve your business visibility and manage your online information. When you create a Google …
Use Gmail to access your Google Account
Follow the onscreen information to add Gmail to your account. When you add Gmail, your Gmail address will become the primary username on your account. It will be what others see when …
Google Account Help
Official Google Account Help Center where you can find tips and tutorials on using Google Account and other answers to frequently asked questions.
Change or reset your password - Computer - Google Account Help
Follow the steps to recover your account. You'll be asked some questions to confirm it's your account and an email will be sent to you. If you don’t get an email: Check your Spam or Bulk …
Come recuperare l'Account Google o Gmail
Recuperare un Account Google eliminato. Se hai eliminato il tuo Account Google di recente, puoi seguire i passaggi per recuperare il tuo account. È ancora impossibile accedere Creare un …
Crea un Account Google
Un account Gmail è uno dei diversi servizi Google che puoi utilizzare e con cui puoi salvare i dati se hai un Account Google. Altri servizi che puoi utilizzare con il tuo Account Google includono: …
Find, control & delete the info in your Google Account
Timeline is a Google Account setting that creates a personal map that helps you remember places you visit, routes you use, and trips you take. When you have Timeline turned on, your device …
Make your account more secure - Google Help
A green shield with a check mark means your account is healthy and no immediate action is needed. To check for notifications: Sign into your Google Account. At the top right, select your …
Create a Gmail account - Gmail Help - Google Help
Create an account . Tip: To use Gmail for your business, a Google Workspace account might be better for you than a personal Google Account. With Google Workspace, you get increased …
Sign in with Google - Google Account Help
If you delete your third-party account, your Google Account is unaffected, because third-party accounts and Google Accounts are independent of each other. The third party doesn’t notify …
