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Account-Based Event Marketing

Turn every trade show into a strategic opportunity for your sales team with targeted, high-impact marketing designed for your key accounts.

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Why Traditional Event Strategies Fall Short

In today’s fast-paced B2B marketplace, the challenge isn’t just about attending trade shows and events—it’s about making each event count

Companies struggle to translate event participation into measurable business outcomes. 

Traditional event marketing often casts too wide a net, failing to engage high-value accounts in a meaningful way.

The difficulties associated with traditional event marketing can highlight the necessity of a refined, account-based approach:

  • Generic interactions dilute potential impact: Generic event strategies often lead to superficial interactions that fail to engage decision-makers of target accounts, missing the opportunity for deeper engagement.
  • Inefficient follow-up stalls sales cycles: Without a structured follow-up strategy tailored to the insights gathered at events, valuable leads can quickly go cold, extending the sales cycle unnecessarily.
  • Scattered metrics hinder ROI measurement: Companies frequently struggle to track the right metrics post-event, making it difficult to demonstrate a clear return on investment and to optimize future marketing efforts.
  • Mismatched messaging fails to resonate: Messaging that isn’t tailored to the specific pain points and business goals of high-value accounts often fails to capture attention or drive engagement.
  • Overlooked digital integration: Failing to integrate digital marketing channels like LinkedIn and targeted social media campaigns with event activities can lead to missed touchpoints and engagement opportunities.

Your Account-Based Event Marketing Team

Seth headshot

Seth Viebrock

CEO and Marketing Engineer

Minneapolis, Minnesota

Alison LaPoint Krahn

Alison LaPoint Krahn

VP, Client Experience

Minneapolis, Minnesota

Karen headshot

Karen Pomazal

VP, Client Strategy + Marketing

Naperville, Illinois

Andy headshot

Andy Keith

VP, Digital Marketing

St. Louis Park, Minnesota

Becky headshot

Becky Inglis

Director, Project Management

Boise, Idaho

Patrick headshot

Patrick Hinchcliff

Development Lead

Denver, Colorado

Danielle Ruess-Saltz

Danielle Ruess-Saltz

Fractional CMO

Philadelphia, Pennsylvania

Tom Headrick headshot

Tom Hedrick

Director, Digital Strategy

Minneapolis, Minnesota

sam-headshot

Sam Hollis

User Experience Lead

Delray Beach, Florida

Nate McBride headshot

Nate McBride

Content Director

Los Angeles, California

Barbara

Barbara Davis Haas

Graphic Designer

Mundelein, Illinois

Phil Cave

Phil Cave

Global CRO Expert

Stockbridge, England, United Kingdom

David Wargin

...we continue to rely on O8 for their professionalism, expertise and long-term support. They are a valued partner and, in our view, an extension of our marketing team.

David Wargin
,
Manager
4.8
5.0
5.0

More About Account-Based Event Marketing

What is Account-Based Event Marketing?

Account-Based Event Marketing (ABEM) is a specialized approach within account-based marketing that focuses on tailoring marketing strategies to specific accounts during in-person events like trade shows. This strategy enables marketing teams to create personalized content and experiences that resonate with the unique needs and preferences of high-value stakeholders and decision-makers from targeted companies.

How Does ABEM Fit Into Your Overall Marketing Strategy?

ABEM is a powerful component of a broader account-based marketing strategy. By integrating ABEM initiatives into your existing marketing campaigns, you can ensure a cohesive approach that spans both digital and physical touchpoints. This synchronization helps in nurturing leads more effectively through the sales funnel, enhancing the potential for conversion and fostering long-term business relationships.

Why Focus on Specific Accounts at Trade Shows?

Focusing on specific accounts allows B2B marketers to optimize resources and maximize the impact of their presence at trade shows. By identifying and engaging key stakeholders from high-value accounts, sales teams can tailor their pitches and interactions to address specific business needs and purchasing decisions, leading to a more effective lead generation and demand generation process.

How Can Automation Enhance ABEM?

Automation plays a crucial role in scaling ABEM efforts efficiently. By automating certain aspects of the event marketing process, such as sending personalized follow-up emails or updating lead statuses in real-time, companies can ensure that no opportunity slips through the cracks. Automation helps maintain a consistent and timely interaction with potential leads, crucial for keeping your brand top-of-mind among the most promising prospects.

What Role Does Content Play in ABEM?

Personalized and relevant content is the cornerstone of successful ABEM. Tailoring content to reflect the challenges, industry specifics, and company size of each targeted account ensures that your messages strike a chord with your audience. This could be through customized presentations, targeted case studies, or industry-specific data points that highlight how your solutions align with their business objectives.

How Does ABEM Drive B2B Sales and Marketing Alignment?

ABEM fosters closer alignment between sales and marketing teams by focusing on shared goals for specific high-value accounts. This alignment is crucial for developing a unified strategy that supports the buyer's journey at every stage, from awareness to decision-making. By collaborating on account-specific strategies, both teams can ensure a more streamlined and effective approach to nurturing leads and closing deals.

What Initiatives Can Enhance ABEM Success at Trade Shows?

Several initiatives can boost the effectiveness of your ABEM strategy at trade shows. These include pre-event outreach to schedule meetings with key accounts, customized event experiences that cater to the interests and business needs of your targeted personas, and strategic follow-up plans that leverage insights gathered during the event to drive further engagement.

How Does ABEM Influence Purchasing Decisions?

ABEM directly impacts purchasing decisions by delivering a focused and customized marketing experience that addresses the specific needs and pain points of decision-makers. By demonstrating an understanding of their business and offering solutions that align with their objectives, ABEM helps build trust and credibility, paving the way for more informed and favorable purchasing decisions.

By embracing ABEM, B2B companies can not only optimize their marketing efforts but also create more meaningful connections at trade shows and other in-person events, leading to more successful ABM campaigns and a tangible return on investment.

Our Account-Based Event Marketing Services

As a data-driven RevOps agency, we help deliver visibility, improve efficiency, and enhance revenue predictability to achieve your business growth goals by developing and maintaining the following: 

  • Expo Marketing: Custom strategies to maximize brand exposure and lead capture at large-scale expos.
  • Conference Engagement: Engaging solutions for connecting with key stakeholders at industry conferences.
  • Convention Strategy: Comprehensive plans to optimize presence and impact at major conventions.
  • Business Fair Promotion: Targeted promotional activities designed to attract and engage visitors at business fairs.
  • Industry Summit Initiatives: High-level strategies to influence decision-makers and capture leads at summits.
  • Corporate Forum Interaction: Techniques for effective stakeholder interaction and engagement at forums.
  • Symposium Outreach: Tailored outreach to share and gain insights with industry experts at symposiums.
  • Seminar Marketing: Strategies to leverage educational seminars for brand promotion and lead generation.
  • Workshop Engagement: Interactive approaches to connect and engage with attendees in workshop settings.
  • Product Showcase Strategies: Plans to highlight and demonstrate product value effectively at showcases.
  • Webinar Engagement: Virtual strategies to engage and convert attendees during online trade-related events.
  • Meetup Coordination: Custom approaches to maximize the impact of small, informal industry meetups.
  • Trade Show Automation: Integration of automation tools to enhance engagement and follow-up at trade shows.
  • Digital Marketing for In-Person Events: Strategies that blend digital and in-person tactics for holistic event marketing.
  • Sales Team Alignment: Training and strategies to ensure your sales team maximizes every event opportunity.
  • Demand Generation at Events: Driving event-specific demand through targeted marketing campaigns.
  • Lead Generation at Expos: Specialized tactics to identify and capture leads in an expo environment.
  • B2B Strategies for Conventions: B2B-focused marketing strategies tailored for convention settings.
  • Inbound Tactics for Symposiums: Inbound marketing techniques designed to attract targeted symposium attendees.
  • Personalized Content for Conferences: Content creation tailored to the interests and needs of conference attendees.
  • Relevant Messaging for Industry Summits: Crafting messages that resonate with the specific audience of an industry summit.
  • Sales Funnel Optimization for Trade Events: Adjusting sales funnels to fit the unique dynamics of trade events.
  • Buyer’s Journey Mapping for Expos: Detailed mapping of the buyer’s journey specifically for expo attendees.
  • Purchasing Influence at Business Fairs: Strategies to influence purchasing decisions at business fairs.
  • Successful Engagement at Roundtables: Ensuring impactful participation and follow-up for roundtable events.