By now, it’s clear what an excellent account-based marketing (ABM) program looks like. It flows a bit like this: 

✅ An aligned sales and marketing team working toward a shared goal

✅ A documented, data-driven ideal customer profile (ICP)

✅ A target account list based on your goal

✅ Shared account intel and insights in reliable (up-to-date) systems

✅ Coordinated program design with clear strategy and responsibilities

✅ Tactics that link all of the above to content and channels

Piece of cake right? Not quite. 

The process described above is disruptive. In fact, debates around sales and marketing alignment alone are still extremely active. And that’s just step 1. More commonly, brands are concerned with building awareness, trust, and brand preference in their full ICP.  In other words, rather than building programs around target accounts in by-the-book ABM fashion, they are running cost-efficient programs and applying special consideration to a named set of accounts whenever possible. 

Whether your goal is to build trust, pipeline, or loyalty with your target accounts, adding events to your channel portfolio is a smart play. Events open the door to opportunities (and data) that can fuel your target account strategy in ways digital marketing can’t.  In-person events, in particular, are expensive, but cost-efficient given their potentially explosive returns. 

Here are three scenarios where events can drive ABM success and the tactics to maximize each one.

1. Hosting Your Own Event for Target Accounts

Hosting your own event gives you maximum control over your audience, message, and curated experience, making it ideal for high-touch ABM. Formats might include executive dinners, road shows, customer appreciation events, or even creative or cultural events like art exhibits. 

Tactics:
✅ Curate your audience to ensure high-value decision-makers from target accounts are present.
✅ Design your conversations around account-specific context – figure out a unifying thread like  shared industry pressure, regulatory concerns, or other unifying factors.
✅ Share your guest list to elevate perceived value.
✅ Encourage customer-prospect networking to strengthen peer influence.
✅ Arm your team with intel – be sure your entire team is briefed on account activity like recent acquisitions, new CEO or executive leader, or other attribute due diligence uncovers.   

2. Targeting ABM Accounts as an Exhibitor or Sponsor at Industry Events

Exhibiting or sponsoring an event offers direct access to target accounts that pays off handsomely if you have a clear engagement plan. Formats might include a typical 10×10 booth at an industry event, speaking at a conference, sponsoring a specific element of a conference (VIP lounge, Wi-Fi, lanyards, sessions or keynotes), or sponsoring an invite-only micro-event like a breakfast or a happy hour. 

Tactics:
✅ Conduct personalized pre-event outreach – think private invitations not batched marketing emails.
✅ Provide customized product demos tailored to each account’s needs (you can do this with the right account intel).
✅ Recognize key customers and prospects publicly (e.g., featuring them in panels or sponsor materials).
✅ Leverage your sponsorship to offer VIP passes, access to exclusive sessions, or even a concierge to help them navigate the event.
✅ Get on stage – leverage your sponsorship (or even better, your reputation) to drive authority and credibility in your space with a speaker slot. 

3. Targeting ABM Accounts as a Mutual Attendee

Attending (without exhibiting or sponsoring) an event is a fantastic opportunity to build organic connections and visibility within your target accounts. 

Tactics:
✅ Research in advance which target accounts are attending the same events as you or your team
✅ Engage with their social media posts – especially those that mention their attendance
✅ Book meetings in advance and plan networking opportunities
✅ Attend sessions where your target accounts are speaking and follow up with thoughtful questions and insights afterward

Bringing It All Together

The common thread? In all of these scenarios, it’s about making it count with account prep and insights. 

ABM is about precision and personalization and events provide a unique opportunity to engage target accounts in a high-touch, face-to-face environment. Whether you’re hosting, exhibiting, or attending, the key is to approach events with an account-centric strategy that ensures you’re ready to meet, engage, and impress your most highly prioritized accounts.