s e s s e c o r M p B III 7 A t e r a h P T Events you run yourself The best ABM events tend to share these Many of the best high-level executive events include In ABM, the key metric for an event isn’t how many characteristics: unique, ‘money can’t buy’ experiences. For example, people attend but how many of the right people Apttus held a high-end dinner hosted by celebrity from the right accounts attend. • A timely, relevant topic — on a specific pain- Chef Michael Chiarello, and Marketo once held an point or trend. event at Club 33, an exclusive members-only club With this in mind, a dinner, roundtable or roadshow- • A balanced content mix — not just product talk inside Disneyland. style event may be much more valuable than the — think panels, cases, chalk-talks… and fun content industry’s biggest exhibition. And inviting key leaders that’s not commercial. or entire teams to your in-house executive briefing • Third-party participation — customers, experts, center for a whole day can be even better. analysts, partners, etc. • A curated audience — people who will learn from each other. • A softer sell — not pushing sales decks to a captive audience. 74