( ) Field events in ABM cont’d Events other companies run Create a VIP track ABM programs aren’t confined to your company- Making use of the entire event, but guiding owned events. You can also make other events and curating the experience. work for you, including those run by partners or by third-party organizers. Earn the list of attendees One way to do this is to hold a raffle offering You may not be the only hero of these broader events, to ‘Upgrade the Experience’ (first class airfare, but you can still use them to develop relationships a luxury suite, limo to and from the airport, with your target contacts. A few tips: VIP pass to the party). Anyone who enters the raffle is a likely attendee at the event — Set up meetings in advance near the event so use the list to reach out to the right ones. This requires a lot of close work with sales — handholding the process, giving them a list Follow up of people you know will be at the event, With an invitation to your own dinner, roadshow sending phone and text reminders, etc. or sales meeting. Invite your contacts to specific content within the event For example, to your speaking slot, demo room or booth activity. The entire event may not be yours, but this part is. Run a side event within or around the event With the organizer’s permission, hold your own roundtable, dinner or customer event. 75