Although account-based marketing (or ABM) is gaining attention, it is still considered a less traditional marketing method. And, if you want to use non-traditional methods, why not think about changing jobs like ABM in the event?
When creating content for ABM, many options came to mind, such as white papers or infographics, and many other valuable elements based on the content.
We can say that these values or differences that activate our brand memory are called in marketing assets -They do all the heavy lifting of account-based marketing activities, but usually require support to make them attractive enough to the target audience.
Giving tangible gifts through traditional mailing kits is a great strategy to connect you directly with the audience. But if you go a step further and give away these kits at live or virtual events, what will happen?
Once you have researched and implemented an ABM strategy for online events, we recommend that you add non-traditional content elements to your portfolio.
Whether you are a marketer, having live events is a huge challenge. That’s why we will provide you with four main tips to promote the ABM activity of your event and generate better business.
Step 1: Convene your sales and marketing team for brainstorming
Regardless of the type of content you want to create for your ABM strategy, you should open your mind first. Before writing anything on paper, gather your sales and marketing teams in a room and create an example to brainstorm.
During the meeting, the sales department can share target customers with the marketing department in order to incorporate them into their forecasts.
You will jointly decide on the guest list and determine the goals of the event. Are you launching a new product and want to increase your visibility? Are there any ongoing industry webinars that arouse your interest, and if you watch them together, you can inspire wonderful conversations?
You will decide the best time to schedule an on-site event, what content must be created to support the on-site event, and which team members will be arranged on-site to organize and follow up the participants. After everything is ready, the “homework” phase of the activity begins.
Step 2: Plan: The sooner the better
When you organize an event, whether it is on-site or off-site, it’s always good to be there early. Especially when considering venues and catering, everything must be well planned. If your live event is virtual, you can eliminate these steps, but there are still many factors to consider, such as protecting the moderator and choosing the right hosting tool.
To plan effectively, set up a spreadsheet where you will track important deadlines, collect what needs to be planned and executed before the event, and store the contact information of everyone who will participate in the event.
Sales and marketing representatives should conduct weekly inspections to monitor the progress of the pre-event plan and place all scores on i.
Step 3: Consider the content of the activity
The idea of conducting natural and organic events does not mean that you don’t have to create a content structure to do this. To do this, please make a list of supporting content that suits the theme of your event.
For example, if the event is on the subject of artificial intelligence, collect the content created on the subject so far and find any gaps.
Lack of statistics and research? Consider incorporating the updated data into an existing infographic that delegates can send to attendees.
Looking for a way to allow users to participate in virtual activities? Consider making a short introduction video for the topic at hand, which can be played before the discussion begins.
When creating a content plan for the event, take a step back and think about the experience from the perspective of the participants. Will you agree? Will you be motivated to interact?
Ensure that your attendees gain value through participation. Whether you are bringing in a respected speaker from your industry, or mentioning the projects that participants are working on.
the most important is: You must please them! Make sure they have fun. Participants are taking time to attend the meeting. Therefore, please consider the guest’s experience and add some fun to the basic structure of the event.
Step 4: Provide personalized follow-up services
If your event is face-to-face, physical hard copies of assets such as white papers or infographics will leave a lasting impression, especially when combined with content that may be included in your direct mail kit (such as a personalized notebook or agenda) when using it.
When a person participates in your event, they show their interest, must follow them up correctly and thank them for their time. In the event, you need to ask specific questions and record their interactions, because this information is invaluable for tracking.
We have received generic “thank you” emails when we visited the booth or participated in the event, but when implementing the ABM strategy, the success of your follow-up actions depends on the way of communication.
Consider sending a “thank you” email directly after the event, which includes a personalized handwritten note as detailed as possible.
Measure the success of ABM in the event and move on
This is done! You have organized your first live event to support your ABM strategy. When gathering information about events, be sure to write down everything from conversations on unrelated topics to comments received from attendees.
In ABM, “quantity” is the quantity of details, and “quality” is the execution of details and the success of data acquisition.
Create a survey after the virtual event or send an email survey to people who participated in the event in person. Giving participants enough space to express what they like can provide a valuable feedback loop.
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