It’s time to dust off those name badges – in-person events are back and ready to mingle in the B2B space! They're giving companies a chance to reconnect, make a splash, and build relationships that really count.
With 95% of professionals agreeing that face-to-face meetings are key to long-term business success, the value of in-person meetings is undeniable. Yet, too often, the opportunity for driving pipeline growth and revenue gets missed.
Companies need the right tools to capture the full potential of these events, and that’s where we come in. We turn these in-person meetings into measurable business outcomes with tools for precise targeting, real-time insights, and strategic follow-ups. Our platform seamlessly integrates in-person events into your ABM strategy so every interaction drives results. From targeting high-fit accounts before the event to staying top-of-mind with personalized follow-ups, you’ll capture the full value of every event.
With 85% of business executives saying they build stronger connections in person, we make sure those connections fuel your growth.
Pre-event: identifying and engaging high-fit accounts
Success at in-person events starts long before the doors open. The key lies in identifying and engaging the accounts that matter most to your business.
With these insights, you focus on accounts already in-market, increasing the likelihood of conversions right from the start.
Identifying target accounts
Finding the right accounts is the key to a successful event. It all starts with taking your Ideal Customer Profile (ICP) and turning it into action, diving deep into data to pinpoint high-fit accounts that are likely to attend or benefit from your event. Going beyond basic targeting, it uses intent signals, firmographic data, and behavioral patterns to find accounts that perfectly match your event’s goals.
This smarter targeting focuses on accounts already showing interest and intent, making sure your efforts are aimed at those most likely to engage. That way, you’re not just hoping to meet the right people—you’re strategically connecting with prospects who are ready to take action.
Pre-event outreach
Once the right accounts are identified, our platform makes it easy to kick off personalized, multi-channel outreach campaigns. From targeted email campaigns to hyper-specific ads, the focus is on creating tailored messaging for each buying committee. 
Real-time experimentation tools allow you to optimize these campaigns on the fly, fine-tuning your approach for maximum engagement. Every touchpoint becomes an opportunity to push high-fit prospects closer to conversion before the event even begins.
Aligning sales and marketing
True success at in-person events requires seamless collaboration between sales and marketing. That’s where Sales Insights come in. They break down the barriers that often slow teams down, giving everyone access to the same data and insights.
With both teams working from the same playbook, you can deliver a unified message to high-value prospects. This clear, coordinated strategy sets the tone for a smooth, impactful event experience where sales and marketing are fully aligned and ready to drive results.
On-site: enhancing the attendee experience
Utilizing account alerts
Sales Insights and Account Alerts keep your team fully informed of key account activities in real time. The moment a high-fit account takes action—whether they visit your booth, attend a session, or engage with your content—your team gets notified instantly.
This allows them to jump into timely, meaningful follow-ups that turn quick interactions into deeper conversations. These real-time updates transform spontaneous moments into strategic touchpoints, pushing prospects further down the funnel with every connection.
With these real-time insights, your team becomes a nimble, well-informed force on the event floor. Every interaction is data-driven, personalized, and positioned to make a lasting impact.
Post-event: continuing the conversation and measuring impact
The event might be over, but the momentum doesn’t have to stop. The connections you’ve made can keep growing into real opportunities. With a variety of sales automation features like automated follow-ups, personalized outreach, and deep analytics, your brand stays top-of-mind, pushing leads toward conversion long after the event wraps.
Post-event follow-up
Post-event follow-up becomes seamless with automated campaigns triggered by attendee interactions and behaviors captured during the event. Engage attendees within 24 hours of the event to keep your brand top-of-mind and capitalize on the momentum.
With personalized emails, targeted ads, or relevant content—your follow-up arrives precisely when needed and is crafted for each prospect’s stage in the buying journey. This automation keeps conversations alive, so your team stays engaged with leads at the moments that matter most, without missing a beat.
Nurturing leads
To maintain momentum, advanced retargeting tools help deliver personalized ads and content to attendees long after the event. Your brand stays front and center as prospects move through their decision-making process.
Tailored nurture tracks keep every interaction relevant, consistently guiding leads forward with personalized content that nudges them closer to making a decision.
Measuring success
Powerful analytics give you a clear view of how your event contributed to pipeline growth and revenue. Track specific KPIs such as lead-to-close ratio, attendee-to-lead conversion rates, and ROI on event spend to evaluate your event's performance. Additionally, metrics like engagement rates, conversion rates, and pipeline velocity reveal how effectively your event accelerated the sales cycle.
These insights also allow you to assess the impact of your follow-up campaigns, refine your strategy, and make data-driven decisions to maximize ROI for future events.
With these tools, the post-event phase becomes a natural extension of your ABM strategy. Every interaction is tracked, optimized, and geared toward driving measurable results.
Best practices for optimizing event success
To get the most out of your in-person events, consider these best practices for driving engagement and conversions:
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Develop a solid Ideal Customer Profile (ICP): Clearly define the types of accounts you want to attract to the event. Use firmographic data, intent signals, and behavioral patterns to build a focused ICP, ensuring you're targeting the right accounts.
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Coordinate efforts early between teams: Create consistent, tailored messaging by aligning sales and marketing efforts well before the event. Use shared data and insights to ensure both teams are targeting the same accounts with coordinated strategies that resonate with prospects.
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Leverage personalized, multi-channel outreach: Craft custom messaging tailored to each account, and engage them across multiple channels, including email, ads, and social media. This helps build interest and keeps your brand top-of-mind before the event.
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Use real-time insights on-site: Track attendee interactions in real time and prioritize high-value prospects using account alerts. Adjust your approach instantly to personalize outreach and maximize impact during the event.
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Follow up fast and strategically: Automate personalized follow-up campaigns triggered by attendee behaviors to keep the momentum going. Utilize retargeting ads and tailored content to nurture leads and push them toward conversion after the event.
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Leverage event management tools and CRM integration: Use event management software and CRM tools to track attendee engagement, streamline post-event follow-ups, and analyze performance. This helps you maintain a clear view of the event’s impact and make data-driven decisions to refine future strategies.
Wrap up
In-person events offer a powerful way to connect with high-fit accounts and drive pipeline growth, but the real success comes from how you prepare, engage, and follow up. RollWorks powers your team at every step of the event journey. From targeting the right accounts before the event, to using real-time insights for personalized on-site interactions, and executing tailored follow-ups after the event, we make sure your event delivers measurable results.
Ready to see how RollWorks can maximize the ROI of your next in-person event? Schedule a demo today and discover how our platform can drive your success.
