Account-based event strategy is emerging at the intersection of human touch and automation. By connecting analog and digital customer experiences for a holistic view of target account engagement and sentiment, successful B2B brands are taking their ABM programs to the next level and driving more meaningful interactions with decision makers and influencers.
Check out this iPaper for expert commentary and use case examples of how B2B brands are utilizing events as springboards for:
Identifying the right target accounts;
Defining an engagement plan for those accounts at an event;
Understanding the needs of those accounts; and
Creating timely follow-up conversations in the days and weeks after an event ends.