If your company is practicing account-based marketing, you probably know that events are one of the best ways to engage your target accounts. Events are also still the biggest spend in B2B marketing budgets. Companies invest in events because in-person interaction is the most effective way to create and accelerate sales pipeline.
While B2B marketing has evolved to reach today’s account-based marketing level of sophistication, many event strategies are still stuck in the past. Simply sponsoring big conferences and sending sales reps to work the booth isn’t enough. You need to adjust your event strategy to align with your ABM goals.
Here are six things you can do to optimize your event strategy for account-based marketing: