The Event Marketing Playbook

Section 1: How to Use This Playbook

The page introduces the playbook as part of a larger Event Marketing Playbook. The goal is to help maximize ROI from events through best practices. The section focuses on eight key event strategies. It identifies three primary event types: Conferences, Field Events, and Summits and Tradeshows. Icons labeled with each event type illustrate ideas for practical application. The section promises concrete recommendations and tactics to streamline event execution and improve results. Guidance is oriented toward B2B marketers responsible for mobile strategy. The tone emphasizes actionable guidance rather than abstract theory. The prose positions the playbook as a practical toolkit for marketers. Readers are directed to use the playbook to accelerate their planning and execution. The introduction signals that success depends on disciplined planning and measurement. A brief note highlights the playbook’s structure and eight strategies. The bottom of the page shows branding and a page indicator. Overall, the page sets expectations for a practical, results-focused guide rather than a conceptual treatise. The page invites readers to explore the icons for quick inspiration and task-oriented ideas.

Section 2: Account-Based Marketing Strategy

Account-Based Marketing (ABM) is a strategy in which sales and marketing align around target accounts. ABM aims to convert prospects within those accounts into customers. The section notes that ABM spans multiple teams and activities. Events are identified as a strategic channel that strengthens relationships with prospects and customers. The content warns that omitting events from ABM reduces potential business impact. A quote from Kristen Alexander emphasizes that events bring Marketing and Sales together. The section promises three ways to optimize events for ABM. The playbook also promises future coverage of content and engagement strategies alongside ABM. The narrative frames events as a means to gather insights into buyer interests. The section closes by noting a forthcoming expansion into related topics. It positions events as a fulcrum for account insights and relationship shaping. The overarching aim is to accelerate opportunities within target accounts. The section presents ABM as a practical approach to integrating events into broader account-focused efforts.

Section 3: Keep Your Sales And Marketing Teams Aligned

Alignment between marketing and sales is framed as essential for event success. A practical approach involves pre-event collaboration to define target accounts. The section describes hosting activities that engage registrants and capture data. Marketing can automate invites and reach prospects with product demos. Sales can invite prospects to deep-dive sessions for personalized engagement. The text stresses ongoing communication between marketing and sales. It notes coordination on which accounts to target during the event. The content highlights follow‑up plans after events to move opportunities forward. A visual schematic presents three outcomes: Drive Attendee Engagement, Achieve Sales & Marketing Results, Plan & Execute Flawless Events. The section frames events as a joint responsibility across teams. The emphasis is on concrete collaboration rather than siloed activities. The section aims to establish a repeatable collaboration model. Overall, the section underscores that aligned teams improve event effectiveness and lead progression.

Section 4: Incorporate Partners Into Your Event Strategy

Partners contribute access to target accounts within event strategies. The page references the Account-Based Marketing Leadership Alliance as a source. The more marketers capture data about target accounts at events, the more they contribute to a refined ABM cycle. The information gathered at events should bolster current outreach efforts and shape future touch points. If a party or event includes partners, there may be opportunities to reach new prospects. With a well-crafted co-marketing story and an overlapping target account list, trusted partners can share resources and take advantage of a wider network of relationships. Additionally, partners may have customers on target accounts, enabling valuable introductions. Co-marketing storytelling aligns partner messaging with ABM goals. The section implies a broader network effect through partner involvement. The content cites external sources to reinforce credibility. It also notes that data sharing and collaboration should be guided by mutual accountability. Overall, partner involvement broadens reach and enhances introductions across target accounts.

Section 5: ABM - Take It to the Next Level

This section elaborates on extending ABM practices specifically to events. ABM for Events provides a clear timeline: Pre-event, During, Post-event. Pre-event activities include inviting target accounts and arranging exclusive experiences. During-event actions cover private demos and on-floor engagement to track activity. Post-event steps include delivering personalized gifts and arranging follow-ups with target accounts. A table maps responsibilities among Sales, SDR, and Marketing for each phase. The section emphasizes account-level focus for event planning rather than mass outreach. The content highlights memorizing target attendees and collecting insights to inform follow-ups. The aim is to accelerate opportunities with targeted accounts through coordinated phases. The narrative stresses timing and collaboration to maximize deal momentum. The section presents ABM for events as a repeatable practice, not a one-off tactic.

Section 6: Conferences

Conferences emphasize direct, personal invitations over automated marketing emails. The author notes that CRM tools and notes from prior communications improve relationship continuity. A solid invite strategy should blend personalized invites with automated emails to larger prospect lists. Once attendees register, content can be released bit by bit leading up to the event via confirmation and reminder emails. The emphasis shifts away from counting attendees toward prioritizing lead quality. An account-based model is recommended to focus on lead quality rather than quantity. The section stresses attracting the right attendee roles from the right accounts at events. Guidance highlights that marketing and sales should coordinate invitations. The content stresses targeted, role-specific invitations to improve engagement and outcomes. The section advocates alignment between marketing and sales in inviting attendees to ensure relevant prospects attend and participate meaningfully. The overall thrust is a quality-focused, account-aligned invitation strategy for conferences and related events.

Section 7: Field Events

Field Events focus on targeted, in-person engagement opportunities outside standard conference settings. Marketing and sales should work together to enrich the target attendee list, even when contact data is incomplete. The goal is to better reach the right accounts with personalized outreach. Prior to field events, teams should identify ideal attendees and plan tailored experiences. During and after field events, teams coordinate follow-ups and measure engagement to maintain momentum. The section emphasizes collaboration across teams to optimize field-based touchpoints with target accounts. It highlights the importance of collecting attendee insights and using them to refine future ABM touchpoints. The content reinforces that field events should support the broader ABM program, not operate in isolation. The overarching message is to maximize field event effectiveness through disciplined targeting, personalized engagement, and timely follow-up.

Section 8: About the Authors

The page presents the author and organizational context behind the playbook. It highlights Certain as a leading enterprise event automation platform that integrates buyer signals and attendee insights into cross-channel campaigns. The page notes Heinz Marketing’s role as a thought leader in B2B sales and marketing. It references the authors’ commitment to building relationships through events and ABM-enhanced strategies. The section provides web and social handles for both organizations. It frames the authors as credible practitioners with practical experience in event-driven ABM. The content emphasizes outcomes-focused guidance and outcomes over mere activity. The page concludes with brief bios and acknowledgments of the collaborative effort. The overall tone reinforces the practical, results-oriented nature of the playbook and the expertise of the contributors.

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Metadata (Document-Level)

• Title: The Event Marketing Playbook
• Language: en
• datePublished: null
• temporalCoverage: null
• author(s): Various by the author team (aligned with Certain and Heinz Marketing)
• publisher: Certain & Heinz Marketing
• keywords: ["ABM", "Account-Based Marketing", "Events", "Conferences", "Field Events", "Tradeshows", "Lead Quality", "Sales and Marketing Alignment", "Event Marketing"]
• about: ABM for events and related practices to optimize event-driven marketing
• encoding: application/pdf
• numberOfPages: 9

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