What are the best practices for creating personalized field events for target accounts?

1 Know your audience

Before you decide on the format, location, and content of your field event, you need to understand who you are inviting and what they care about. Use your account intelligence and buyer personas to segment your target accounts by industry, size, pain points, and decision-making stage. Then, tailor your event invitation, agenda, and messaging to match their needs and interests. For example, you can use personalized landing pages, videos, or emails to invite them, and offer relevant case studies, demos, or testimonials during the event.

2 Choose the right format

The format of your field event should reflect your audience's preferences, your budget, and your objectives. You can choose from different types of field events, such as workshops, roundtables, roadshows, webinars, or dinners. Each format has its own advantages and disadvantages, depending on the level of interaction, engagement, and education you want to achieve. For example, workshops are great for providing hands-on training and solving specific challenges, while dinners are ideal for building rapport and trust with key decision-makers.

3 Deliver value and experience

The key to a successful field event is to deliver value and experience to your attendees. You want to educate them about your solution, but also entertain them and make them feel special. To do that, you need to create a compelling content strategy that showcases your expertise, addresses their pain points, and provides actionable insights. You also need to design a memorable event experience that reflects your brand personality, creates a positive atmosphere, and encourages networking and feedback. For example, you can use interactive tools, gamification, or live entertainment to enhance your event.

4 Follow up and nurture

After your field event, you need to follow up and nurture your leads until they are ready to buy. You can use various tactics to stay in touch and move them along the buyer's journey, such as sending thank-you notes, surveys, or content offers, scheduling follow-up calls or meetings, or inviting them to another event. The key is to personalize your communication based on their behavior, feedback, and interest level. For example, you can use marketing automation tools to segment your leads and send them relevant messages at the right time.

5 Track and measure

Finally, you need to track and measure the impact of your field event on your ABM strategy. You can use different metrics to evaluate the performance and ROI of your event, such as attendance rate, engagement rate, lead quality, pipeline generation, or revenue attribution. You also need to collect and analyze the data and feedback from your attendees, speakers, sponsors, and partners to identify what worked well and what can be improved. For example, you can use dashboards, reports, or analytics tools to visualize and compare your results.

6 Optimize and iterate

Based on your tracking and measurement results, you can optimize and iterate your field event strategy for future events. You can use the insights and learnings from your previous events to refine your audience segmentation, content strategy, event format, follow-up tactics, and success metrics. You can also test different variables and approaches to see what resonates best with your target accounts. For example, you can try different venues, topics, speakers, or incentives to increase your attendance and engagement rates.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?