If there is one thing that event professionals today know to be true, it is making meaningful connections with prospects and accounts is a powerful thing. But for several reasons, it is not always easy or achievable to bring everyone together in the same space. The rise of digital and hybrid events has left event professionals wondering how to map out marketing strategies ahead of time. During the unprecedented times brought by the pandemic, ABM campaigns have proven to be an effective medium to target customers and close deals.

This article revaluates event marketing through the ABM lens and is geared to help event professionals incorporate ABM into their event strategy.