Meanwhile, I want to share with you a breakdown of the ABM campaign that generated 34 sales opportunities and 5 new clients from one virtual event.

The campaign was carried out by 3 people who worked part-time on this virtual event. We spent less than $1000 on a paid promotion. The target market - hardware for smart home integrators. The campaign consisted of:

• the virtual summit,
• qualification survey and content hubs for ICPs,
• 2 dedicated workshops,
• sales follow-ups to the companies that showed interest.

1. Ideal Customer Profile.

We decided to focus our ICP on system integrators alone. The summit goal was to create market awareness and maximize the number of attendees.

However, we did manually select Tier 1 and Tier 2 accounts for the activation play.

2. The speakers and guests.

a. Best customers. Inviting your best customers helps you cultivate and strengthen the relationship and prevent churn.

b. The members of the buying community of our target accounts.

c. Thought leaders. Thought leaders give your event credibility and help you get the attention of the target accounts that follow the leaders in that niche.

d. Partners. These were other technology providers who sell their products to the same target market.

e. Media and industry publications and associations.

3. Recruiting speakers and potential customers.

We managed to get about 50 companies as speakers. Here is what worked:

• We didn’t promote our company and product. The goal was to create market awareness and share knowledge about the latest technologies, use-cases, and best practices.

• Our potential customers and partners got the same speaking opportunities. The only requirement was that the content needed to be educational without pitches.