When it comes to running standout ABM campaigns, events are often your secret weapon, but only if you know how to play the game.
Events have long been the unsung hero of Account-Based Marketing. In a world full of digital noise, they offer something most channels can’t; a chance to build genuine, human connections.
Whether you’re targeting high-level execs, frontline operators, or anyone in between, a well-executed event can engage even the most non-technical audiences in ways that ads and emails simply can’t.
To explore how the smartest marketers are approaching event-led ABM in 2025, we tapped into the experience of Spenser Gegan, Digital Experience Manager at Procore Technologies.
With over a decade in the game, including hundreds of virtual events and large-scale in-person conferences, Spenser brings both strategy and realism to the table. From launching virtual summits mid-pandemic to helping shape Procore’s flagship experiences, he knows what makes audiences tick and what gets pipeline moving.
In this fast-paced ABM Answered episode, Spenser walked through the big questions marketers are asking about events from engagement to personalization, ROI to follow-up, and shared the plays that are actually working.
Here’s what we learned.
1. Low Engagement at Events? Go Small to Win Big
We kicked things off with one of the most common headaches marketers face: low engagement, especially in virtual events. According to Spenser, the trick is not to go big; it’s to go smart.
“I’ve worked at places that did one huge launch and expected the world,” he said. “But actually, what works better is launching in waves. Smaller rollouts with clear milestones keep registrations bumping.”
During the event, it’s all about interactivity. The simplest way is to acknowledge your audience.
“Have someone in the chat calling out attendees by name or even bring them on stage to ask questions,” Spenser suggested. “As soon as I feel seen even if I’m not on camera, you’ve got my attention.”
This kind of engagement is especially important when your audience isn’t made up of tech-savvy buyers. Events provide a rare chance to meet people where they are; face-to-face, with no jargon required.
2. Personalization Isn’t Just a Tactic. It’s the Whole Game.
In ABM, personalization isn’t optional; it’s essential. But that goes way beyond sticking a first name in an email.
Ask any ABM-er and they’ll tell you: personalization is at the heart of a successful campaign. For Spenser, this goes far beyond personalized emails (although those help too).
In virtual events, gifts are a surprisingly powerful play.
“I got a gift for engaging with polls and questions during a webinar,” he shared. “Now, I’ll always remember that brand.”
For in-person events, personalization can get even more creative.
One tactic: Slide event tickets into a customer contract.
“I’ve had vendors include $2,000 in VIP tickets with a software deal and honestly, it felt like a vacation I would’ve paid for myself.”
This kind of personal touch can be a deal-maker for non-digital audiences who value real-life, real-world experiences over clicks and pixels.
It’s not just about targeting the account. You’re marketing to a person, and that person might really want a front-row seat and a free cocktail.
3. Measuring ROI: Brand Love vs. Cold Hard Cash
Let’s be honest, event ROI can feel like a fuzzy math problem. So how does Spenser handle it?
“Some events are about reach and brand affinity; measuring success by how many people post a selfie in front of your logo wall,” he said. “Others are ROI machines with paid workshops and minimal fluff.”
If you want to spot the difference, look at the entertainment.
“I once saw Nelly perform at an HR conference. It was incredible but… also a bit confusing.”
For events aimed at pipeline impact, Spenser focuses on certification workshops and tight alignment with product education.
That way, attendees walk out ready to buy, or at least know what they’re missing.
4. Event Testing: When Perfectionism Gets in the Way
If you’ve ever had a tech meltdown five minutes before showtime, you’re not alone. Spenser’s been there too.
“I used to have these massive pre-event spreadsheets,” he laughed. “Now I just ask: what’s a total failure vs. what’s just a minor glitch?”
For bigger events, it’s all about trust.
“I work with agencies now, but I’ve done the tech hands-on. So I know what to expect, what can go wrong, and when to panic, or not.”
Spoiler alert: most problems don’t require panic. Unless, of course, your keynote video is totally out of sync.
5. Where Events Fit in the Buyer’s Journey
Are events better for generating new leads or nurturing the ones you’ve already got? According to Spenser, the answer is both but with different goals.
At previous startups, he focused on thought leadership; bringing in new leads by offering smart ideas, not sales pitches.
“At one startup, our events were all about thought leadership; why you should hire globally, not just how to use our tool,” he said.
At Procore, the focus shifts toward nurturing existing customers and showing them the potential of higher-tier products.
“We want to turn users into super users, so we show them what’s possible with the product tiers they don’t have yet.”
- What about buyers who aren’t tech-oriented?
Events provide an accessible, hands-on way to explore solutions without needing to decipher a feature matrix.
6. Post-Event Follow-Up: Beyond the Standard Sequence
Post-event follow-up often turns into a snooze-fest of automated emails. But Spenser swears there’s a better way.
“If you’re tracking what sessions people attend, what booths they visit, and what questions they ask, you can send follow-ups that are actually relevant,” he said.
At Procore’s user conference, there are dozens of activations; keynotes, workshops, demos and each one gives the team insight into what someone cares about.
“That way, we’re not sending generic nurture emails. We’re saying, ‘You attended this. Here’s more content on that exact topic,’” he said.
For shorter virtual events, follow-up options are limited. But longer experiences like user conferences offer tons of touchpoints to build a more compelling nurture stream.
And for those thinking nurture is pointless until the budget unlocks, Spenser disagrees:
“If your product is high-value, it’s worth doing the research and sending something personalized. If it’s a lower-cost tool? Wait until Q4 and go hard.”
And yes, while nurture sequences still have their place, he believes personalization always wins, especially when your product’s price tag justifies the extra effort.
7. ABM + Demand Gen = Best Friends?
To wrap up, we asked Spenser how he sees demand gen and ABM merging and where things might be headed. It’s a big question, and Spenser’s still exploring it.
“One clear example is leveraging your partner network,” he said. “That’s demand gen in scale, but it can still be personalized and targeted.”
The biggest challenge is resourcing.
“At startups, you can’t always hire a separate ABM lead, demand gen lead, and marketing ops. So the lines blur.”
“I don’t know yet but I’m excited to see how it evolves.” That was His honest answer.
One Last Question...
Before we let Spenser go, he left us with a question for the next guest:
“How are people using AI in event marketing beyond content? I’m talking about automating logistics, session planning, all the messy stuff.”
We asked the right people and got some seriously thoughtful answers.
Want to hear how top marketers are tackling it? Check out the full ABM Answered library.
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