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Welcome to BDI’s Tip of the Month, where we share lessons learned about field marketing events. We’ve been at this since 2001 and have learned most lessons the hard way, so you don’t have to! This month’s tip is all about building the invitation list of prospective attendees.
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The first step is to work with your sales team to make sure you have the right accounts for the city you are targeting. Aligning the goals of the event with sales is very important – for example, do you want to recruit net new logos for your top of funnel or will it be a mix of prospects and current customers? Once your account and event strategy is in sync with sales, the next step is to research specific contacts for the accounts.
[push h=10]We build a new, organic invitation list for each event we produce at BDI. We don’t purchase lists or rely on past attendees, although we will invite past attendees if they are still a fit. By using a combination of B2B tools such as DiscoverOrg, Data.com and LinkedIn, we identify specific contacts based on their company, location, function, seniority, title, and often specific keywords. For example, if we are doing an Internet of Things event, we will use IoT as a keyword. The result of this ABM-targeted research is a list of potential buyers from named accounts that are located in the event’s specific city.
[push h=10]We share the list real time with our clients’ marketing and sales teams so they can confirm the list is on track and modifications can be made. LinkedIn is a valuable tool to verify people are still at the company and their geographic location. People self-maintain their LinkedIn profiles so often we find it to be the most useful tool when it comes to verifying location, company, and seniority, plus you can do keyword searches on LinkedIn.
[push h=10]Happy hunting!
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ABOUT BDI
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Business Development Institute (BDI) is an award-winning ABM event marketing agency specializing in producing custom, thought leadership driven, client acquisition roadshows called Accelerate Events. Using an ABM approach, we are able to successfully brand our clients as thought leaders in their industry while simultaneously generating qualified leads thorough our Accelerate Events. As a turnkey partner, BDI handles all of the heavy lifting from conception of the program content, to recruiting our client’s qualified buyers, to executing the event day of.[push h=10] |
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