{"id":508,"date":"2020-03-17T09:31:54","date_gmt":"2020-03-17T09:31:54","guid":{"rendered":"https:\/\/www.only-b2b.com\/blog\/?p=508"},"modified":"2023-06-16T19:32:23","modified_gmt":"2023-06-16T14:02:23","slug":"3-ways-to-maximize-event-roi-with-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.only-b2b.com\/blog\/3-ways-to-maximize-event-roi-with-account-based-marketing\/","title":{"rendered":"3 Ways to Maximize Event ROI with Account-Based Marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Think about the last event or party you hosted. Whether it was your toddler&#8217;s birthday party or a dinner party with your folks, chances are a considerable amount of planning went into it \u2014 from picking a guest list and sending out invitations to selecting which food and drinks to serve. Now multiply the efforts by a thousand, and you\u2019ll get a fair understanding of what it\u2019s like to plan a B2B event.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Feeling overwhelmed already?<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s a no brainer that marketers often express their scepticism about the event marketing process as a whole. How do you get the most out of your event marketing investment? How do you build a successful event promotion strategy? How do you ensure your event shall be trending? The questions are endless.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re like many B2B organisations, you\u2019re investing a great deal of money into event sponsorships, event promotions, booths, speaking gigs, travel, and more. You want to make sure you\u2019re getting out at least as much as you\u2019re putting in so you can prove the ROI of your efforts.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s dive into a few ways you can utilise <a href=\"https:\/\/www.only-b2b.com\/account-based-marketing.php\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff6900\" class=\"tadv-color\">account-based marketing<\/span><\/a> for event promotion to get more from your event investment by creating awareness before the event and by substantially improving your follow-up process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span style=\"color:#ff6900\" class=\"tadv-color\">Must Read:<\/span> <\/strong><a href=\"https:\/\/www.only-b2b.com\/blog\/measuring-roi-of-account-based-marketing-strategy-key-metrics\/\"><span style=\"color:#ff6900\" class=\"tadv-color\">Measuring the ROI of Your Account based marketing Strategy : Key Metrics to Track for Success<\/span><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Encouraging Audience Attendance with Targeted ABM Campaigns<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Audience-Attention-1024x683.jpg\" alt=\"Audience Attendance - onlyb2b\" class=\"wp-image-514\" srcset=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Audience-Attention-1024x683.jpg 1024w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Audience-Attention-300x200.jpg 300w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Audience-Attention-768x512.jpg 768w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Audience-Attention-1536x1024.jpg 1536w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Audience-Attention-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Audience Attendance<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Use account-based marketing to help drive the right people from the right organizations to attend and meet with your team. B2B events are <em>not<\/em> numbers games! Had it been about packing your venue with spectators, you could simply extend a free welcome to the public. Who doesn&#8217;t love free stuff, right? B2B events must concentrate on the <em>quality<\/em> of attendees, not the quantity.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most significant key to generating a good ROI is ensuring the presence of the right people to break through the chaos and get your message delivered in front of those people.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"color:#ff6900\" class=\"tadv-color\">Must Read:<\/span> <a href=\"https:\/\/www.only-b2b.com\/blog\/5-abm-mistakes-you-cannot-afford-to-commit\/\"><span style=\"color:#ff6900\" class=\"tadv-color\">5 ABM Mistakes You Can Not Afford To Commit<\/span><\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Now, the million-dollar question is: How will you get these people to your event or an event you\u2019re sponsoring?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can use:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Your CRM to distinguish <a href=\"https:\/\/www.only-b2b.com\/blog\/lead-vs-prospect-explained-in-simple-terms\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff6900\" class=\"tadv-color\">prospects<\/span><\/a> and customers in the region the event is taking place<\/li><li>Send email invites to targeted lists (per role, designation industry, etc.) from your marketing automation platform<\/li><li>One-on-one, personalized outreach from your sales team to invite your target accounts to the event.\u00a0<\/li><li>An account-based advertising platform like <a href=\"https:\/\/only-b2b.com\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff6900\" class=\"tadv-color\">ONLYB2B<\/span><\/a> a renowned event promotion company to serve relevant (personalised if required) ads to your targeted attendees.\u00a0<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Setting Meetings on Your Audience\u2019s Terms with ABM<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Meeting-with-audience-1024x683.jpg\" alt=\"Meeting With Audience - onlyb2b\" class=\"wp-image-515\" srcset=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Meeting-with-audience-1024x683.jpg 1024w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Meeting-with-audience-300x200.jpg 300w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Meeting-with-audience-768x512.jpg 768w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Meeting-with-audience-1536x1024.jpg 1536w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Meeting-with-audience-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Meeting With Audience<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Another means to make the most of your time at an event is to use ABM campaigns to <a href=\"https:\/\/www.only-b2b.com\/appointment-setting-services.php\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff6900\" class=\"tadv-color\">schedule appointments<\/span><\/a> before the event date. This strategy works whether you\u2019re hosting, sponsoring, or even just attending someone else\u2019s event.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, set up a lunch or dinner to give hot prospects and customers a chance to meet one another, converse candidly about their business problems, and get to know your team. This tactic is an excellent idea for accelerating the sales cycle and building relationships with your opps and customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span style=\"color:#ff6900\" class=\"tadv-color\">Must Read:<\/span> <\/strong><a href=\"https:\/\/www.only-b2b.com\/blog\/best-account-based-marketing-tactics-in-2023\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff6900\" class=\"tadv-color\">Account based marketing tactics in 2023<\/span><\/a><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Post-Event Follow-Up from Marketing and Sales<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Event-Followup-1024x683.jpg\" alt=\"Event Followup - onlyb2b\" class=\"wp-image-516\" srcset=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Event-Followup-1024x683.jpg 1024w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Event-Followup-300x200.jpg 300w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Event-Followup-768x512.jpg 768w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Event-Followup-1536x1024.jpg 1536w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2020\/03\/Event-Followup-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Event Followup<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say that throughout a several-day event, you speak to 100 attendees. Roughly, there are one to two people per company present, so we can assume that you now have about 50 to 75 accounts\/firms\/team to follow up with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most companies instantly insert these new <a href=\"https:\/\/www.only-b2b.com\/blog\/why-quality-leads-vital-for-business\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"color:#ff6900\" class=\"tadv-color\">quality leads<\/span><\/a> into their CRM system and start following up via phone or email. We recommend striking while the iron is hot, enabling you to see immediate ROI from your event \u2014 but what about the connections you made with people who aren\u2019t quite willing to make a purchase?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where marketing technology pops in. To ensure no accounts get neglected during the follow-up process, you can engage attendees that match your ICP using email nurturing, account-based advertising, and SDR outreach.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Email nurturing using marketing automation is the best mode for B2B marketers, but it\u2019s not sufficient. The endless emails are never even opened. And what about all the decision-makers at those organisations who didn\u2019t attend your event and therefore aren\u2019t in your database?<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use account-based advertising to stay top-of-mind with event contacts <em>and<\/em> develop your reach to their colleagues who didn\u2019t attend the event \u2014 <strong>even if you don\u2019t have their contact information<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.only-b2b.com\/\"><span style=\"color:#ff6900\" class=\"tadv-color\">Get in touch with us for the Best ABM Technology for Events, Event Promotion and Beyond<\/span><\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Need effective event promotion strategies?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We can help you increase the registrations and drive more footfall to your events by offering an integrated, flexible and end-to-end event promotion package that is tailored as per your industry needs. We specialize in webcasts, webinars, meet-ups, seminars, product launch, and other live events.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span style=\"color:#ff6900\" class=\"tadv-color\">Must Read:<\/span><\/strong> <a href=\"https:\/\/www.only-b2b.com\/blog\/generate-sales-leads\/\"><span style=\"color:#ff6900\" class=\"tadv-color\">How To Generate Sales Lead Without Cold Calling.<\/span><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Think about the last event or party you hosted. Whether it was your toddler&#8217;s birthday party or a dinner party with your folks, chances are a considerable amount of planning went into it \u2014 from picking a guest list and sending out invitations to selecting which food and drinks to serve. Now multiply the efforts by a thousand, and you\u2019ll get a fair understanding of what it\u2019s like to plan a B2B event. Feeling overwhelmed already? It&#8217;s a no brainer that marketers often express their scepticism about the event marketing process as a whole. How do you get the most out of your event marketing investment? How do you build a successful event promotion strategy? How do you ensure your event shall be trending? The questions are endless. If you\u2019re like many B2B organisations, you\u2019re investing a great deal of money into event sponsorships, event promotions, booths, speaking gigs, travel, and more. You want to make sure you\u2019re getting out at least as much as you\u2019re putting in so you can prove the ROI of your efforts. Let\u2019s dive into a few ways you can utilise account-based marketing for event promotion to get more from your event investment by creating awareness before the event and by substantially improving your follow-up process. Must Read: Measuring the ROI of Your Account based marketing Strategy : Key Metrics to Track for Success 1. Encouraging Audience Attendance with Targeted ABM Campaigns Use account-based marketing to help drive the right people from the right organizations to attend and meet with your team. B2B events are not numbers games! Had it been about packing your venue with spectators, you could simply extend a free welcome to the public. Who doesn&#8217;t love free stuff, right? B2B events must concentrate on the quality of attendees, not the quantity.&nbsp; The most significant key to generating a good ROI is ensuring the presence of the right people to break through the chaos and get your message delivered in front of those people. Must Read: 5 ABM Mistakes You Can Not Afford To Commit Now, the million-dollar question is: How will you get these people to your event or an event you\u2019re sponsoring? You can use: Your CRM to distinguish prospects and customers in the region the event is taking place Send email invites to targeted lists (per role, designation industry, etc.) from your marketing automation platform One-on-one, personalized outreach from your sales team to invite your target accounts to the event.\u00a0 An account-based advertising platform like ONLYB2B a renowned event promotion company to serve relevant (personalised if required) ads to your targeted attendees.\u00a0 2. Setting Meetings on Your Audience\u2019s Terms with ABM Another means to make the most of your time at an event is to use ABM campaigns to schedule appointments before the event date. This strategy works whether you\u2019re hosting, sponsoring, or even just attending someone else\u2019s event. Additionally, set up a lunch or dinner to give hot prospects and customers a chance to meet one another, converse candidly about their business problems, and get to know your team. This tactic is an excellent idea for accelerating the sales cycle and building relationships with your opps and customers. Must Read: Account based marketing tactics in 2023 3. Post-Event Follow-Up from Marketing and Sales Let\u2019s say that throughout a several-day event, you speak to 100 attendees. Roughly, there are one to two people per company present, so we can assume that you now have about 50 to 75 accounts\/firms\/team to follow up with. Most companies instantly insert these new quality leads into their CRM system and start following up via phone or email. We recommend striking while the iron is hot, enabling you to see immediate ROI from your event \u2014 but what about the connections you made with people who aren\u2019t quite willing to make a purchase? That\u2019s where marketing technology pops in. To ensure no accounts get neglected during the follow-up process, you can engage attendees that match your ICP using email nurturing, account-based advertising, and SDR outreach. Email nurturing using marketing automation is the best mode for B2B marketers, but it\u2019s not sufficient. The endless emails are never even opened. And what about all the decision-makers at those organisations who didn\u2019t attend your event and therefore aren\u2019t in your database? Use account-based advertising to stay top-of-mind with event contacts and develop your reach to their colleagues who didn\u2019t attend the event \u2014 even if you don\u2019t have their contact information. Get in touch with us for the Best ABM Technology for Events, Event Promotion and Beyond Need effective event promotion strategies?&nbsp; We can help you increase the registrations and drive more footfall to your events by offering an integrated, flexible and end-to-end event promotion package that is tailored as per your industry needs. We specialize in webcasts, webinars, meet-ups, seminars, product launch, and other live events. Must Read: How To Generate Sales Lead Without Cold Calling.<\/p>\n","protected":false},"author":2,"featured_media":511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3],"tags":[33,15,16,85],"class_list":["post-508","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing","tag-abm","tag-abm-benefits","tag-account-based-marketing","tag-accountbased-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Ways to Maximize Event ROI with Account-Based Marketing - Only-B2B<\/title>\n<meta name=\"description\" content=\"Drive more footfall &amp; registrations to your events with our integrated, flexible and end-to-end event promotion package tailored as per your industry needs.\" 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