Why Account-Based Marketing Matters for Events Sales Teams

Account-based marketing (ABM) is not new. Yet, many sales managers at conferences and tradeshows struggle to move beyond broad lead generation tactics. The old shotgun approach—targeting thousands of contacts hoping some convert—is losing efficacy. Event budgets tighten, decision cycles lengthen, and clients expect tailored outreach.

A 2024 SiriusDecisions study found that companies adopting ABM see a 171% increase in average deal size. That’s not trivial when your deals often range into six figures. For sales teams at event companies, ABM means focusing on high-value prospects: the big exhibitors, sponsorship buyers, and partner organizations who can drive revenue.

Starting ABM isn’t about flipping a switch. It requires a shift in team processes, clear delegation, and the right management framework. That’s where many get stuck.

Common Stumbling Blocks Before You Start

Before ABM, teams often lack a clear target account list or shared understanding of ideal clients. Sales reps chase disparate leads, while marketing produces generic collateral.

Another issue: siloed data. CRM records, email engagement stats, and event participation data live in different places. Without unifying these, your account insights remain shallow.

Remote onboarding further complicates matters. Onboarding new salespeople—or marketing staff—virtually can delay alignment on ABM goals and methods. Without physical proximity, communication gaps widen, and onboarding loses consistency.

Managers often underestimate the time and discipline needed to build foundational ABM capabilities.

Framework for Getting Started with ABM in Events

Start with three pillars: Account Selection, Team Alignment, and Personalized Execution.

Account Selection: Fewer, Better Targets

Pick 20-50 accounts to focus on initially. Use firmographics relevant to your events: company size, vertical, past sponsorship spend, exhibit history.

One team at a tradeshow operator cut their target list from 150 to 30 accounts. Result? Their conversion rate jumped from 2% to 11% within six months.

Segment accounts by priority: Tier 1 high-touch, Tier 2 moderate-touch. This guides how much effort each gets.

Team Alignment: Define Roles and Communication Cadence

Successful ABM requires sales and marketing to work in lockstep. Define clear roles: who owns account research, messaging, outreach? Assign a dedicated ABM coordinator or team lead.

Set up regular standups or syncs, preferably virtual given remote onboarding realities. Use tools like Slack, Teams, or Zoom. But keep meetings efficient—weekly 30-minute check-ins are better than long monthly gatherings.

New hires need documented onboarding plans that include ABM fundamentals and processes. Embed role-playing and shadowing of ABM outreach during their first weeks.

Personalized Execution: Tailored Outreach at Scale

Create account-specific value propositions. For example, if you know a company is budget-sensitive, emphasize flexible booth options or digital sponsorships.

Coordinate multi-channel outreach: email, LinkedIn InMail, phone calls, and personalized event invitations. Use tools like HubSpot or Outreach to track engagement.

For feedback and continuous improvement, leverage survey tools such as Zigpoll or SurveyMonkey to capture prospects’ event priorities and pain points.

Managing Remote Onboarding in ABM Teams

Remote onboarding is often an afterthought, but it’s central to ABM success. Without in-person training, managers must standardize documentation. Create playbooks covering account research templates, messaging guidelines, and CRM usage.

Use video recordings for key training sessions. New team members can revisit these asynchronously.

Pair new hires with ABM mentors for weekly check-ins, ensuring questions get answered promptly. This mitigates the isolation new remote employees feel.

A 2023 LinkedIn Workplace report showed that remote onboarding plans improve new hire productivity by 40%. The same principle applies to ABM.

Measuring Early Wins and Iterating

Measurement must start with clear KPIs aligned to ABM goals. Track metrics like:

• Account engagement rate (email opens, meeting bookings)

• Pipeline velocity for target accounts

• Conversion rate from target accounts to booked booths or sponsorships

Use dashboards updated weekly to keep the team focused.

Beware of premature scaling. Early ABM pilots often fail because they try to cover too many accounts or channels. Focus on quick wins with your top 10 accounts before adding complexity.

Survey feedback from prospects and internal teams helps refine messaging and timing. Zigpoll is handy here due to its ease of use and real-time analytics.

Risks and Limitations of ABM for Event Sales Teams

ABM demands significant upfront investment—in people, time, and tools. For small event firms with frequent one-off clients, the model may not pay off quickly.

There’s also a risk of neglecting non-target accounts. If your sales incentives emphasize only ABM accounts, you might miss opportunities from smaller or new clients.

Remote onboarding can exacerbate these risks. Disengaged or poorly trained reps may revert to old habits, diluting ABM rigor.

Lastly, data hygiene is critical. Without clean, up-to-date CRM data, account insights will be flawed, leading to wasted outreach.

Scaling ABM with Team Processes and Technology

Once you nail the basics, scale by adding automation and expanding account lists cautiously.

Standardize your ABM workflows in tools like Salesforce or Dynamics 365. Automate routine tasks—data entry, reminder emails, follow-ups—to free reps to focus on relationship-building.

Continue investing in remote onboarding processes. Consider group training sessions, interactive quizzes, and peer review for ongoing learning.

As your team grows, appoint ABM champions who oversee process adherence and performance tracking.

Comparison: Traditional vs. ABM Approaches in Events Sales

Final Thoughts on Starting ABM in Events Sales

Account-based marketing can transform how your team pursues high-value clients. But getting started means managing change deliberately, investing in team processes, and accommodating the realities of remote onboarding.

Don’t rush. Choose a manageable number of accounts. Build repeatable workflows. Track relevant metrics. And continuously gather feedback from prospects and your team.

ABM is a marathon, not a sprint. But with discipline, it can move your events sales from chasing leads to closing strategically important deals.