Account-based events

Account-based events are events a company chooses, plans, and works around a defined list of target accounts, with an owner and outreach for each account before, during, and after the event.

A volume event aims for as many leads as the booth can draw. An account-based event aims for meetings with the accounts on your list, and measures itself by them.

How do you run one?

1. Choose the event by your accounts. Pick the shows where your best-fit buyers are likely to be.
2. Build the list. Turn the attendee and exhibitor lists into a target account list, tiered by fit.
3. Give each account an owner. Use your CRM’s owners, and fill the gaps before the show.
4. Reach out first. Run a pre-show outreach campaign to book meetings with the accounts that matter most.
5. Follow up by account. After the show, each owner follows up with everyone from their accounts.

How do you measure it?

Measure it by accounts. Count the target accounts your team met, the meetings booked with them, and the pipeline those accounts opened or moved. Account coverage shows you how much of your list had an owner and a plan before the doors opened.

Where do you find it in FieldXM?

FieldXM’s account planning tiers each account at the show by ICP fit, shows its owner from your CRM, and flags the accounts your reps aren’t working while you can still book the meeting. Reach them through your HubSpot sequences or Salesforce cadences.