ABM approaches to B2B sales and marketing continued to prove their value in 2020, with 76% of marketers seeing higher ROI with ABM than with other strategies [1]. But while the importance of ABM has grown over the years, there are few places where it is more needed at the moment than with virtual events.

In the absence of live events, business professionals have endless opportunities to attend all manner of digital events. Sifting through the options available to determine what is relevant has become a tedious task and the events themselves often lack the engagement and opportunity to connect with others that made live events so valuable. Taking an ABM approach to virtual events, however, offers the chance to deliver the right content to the right people in a more meaningful and personalized way. By focusing on getting the right attendees to an event and creating a positive and valuable experience, organizations can establish strong relationships with their most qualified and interested leads.

Join our expert panel for the third part of our ABM Event Collective series as we discuss how marketing, sales, and demand gen teams should define what a successful event looks like and how they can use that collaborative definition to drive their ABM strategy for recruitment, the event experience, and their follow-up.