Why Your Target Accounts Aren’t Showing Up to Your Events (And How to Fix It)

Ever invested time, effort, and budget into an event, only to have your top target accounts not show up?

It’s one of the biggest frustrations for B2B marketers running Account-Based Marketing (ABM) campaigns. With events being such a powerful touchpoint, why is it still so hard to get the right people in the room? Is traditional event marketing failing in the ABM world? And more importantly; what actually works?

We put these questions to Sophie Lewis, Marketing Executive at Moneypenny, who has attended more events than most of us would survive in a year. With her team managing 35-40 events annually and targeting multiple industries, Sophie has cracked the code on getting key accounts to show up; without wasting budget.

This blog recaps our full interview with Sophie, highlighting the most important ABM strategies, and practical tips for event success, ABM timings, and more.

Why Does Moneypenny Do So Many Events?

Moneypenny is an industry-agnostic business, handling telephone answering services that act as an extension of their clients’ teams.

With such a wide range of customers, events are a big part of their marketing strategy. Last year, they went to an incredible 65 events! This year, they’ve cut back a bit to around 35-40 events, but it’s still clear that meeting people in person is a key focus for their marketing strategy.

But why is the heavy focus on events? Sophie explains:

“We have so many sectors to tap into; finance, legal, general reception, and more. Events give us a direct touchpoint with key accounts and decision-makers, but we’ve also learned that not every event is right for us. We now prioritize events where we know our ideal customer profiles (ICPs) will be.”

When is the Right Time for ABM?

The million-dollar question: When should you start ABM? According to Sophie, the planning should begin yesterday.

“You need a solid strategy and process before execution. You can start planning anytime, but execution should be timed according to your sector. For example, in finance, decision-makers won’t entertain new vendors in January because of year-end tax planning.”

This level of awareness is often overlooked. A common ABM mistake is assuming your outreach timing is universal. Instead, knowing when decision-makers are most receptive is critical to an effective campaign.

How to Break Through the Noise (on a Budget)

The budget struggle is real. Marketers are constantly being asked to do more with less, and in ABM, that means getting creative.

One of Sophie’s most successful (and affordable) tactics is the Cadbury Awards Mailer.

Here’s how it works:

Moneypenny identifies an award shortlist relevant to their target accounts.
Each finalist receives a branded card and a Cadbury chocolate box (about £11 per box) with a personalized message.
The winners later receive a framed photo of them holding their award, branded with Moneypenny’s logo.

“It’s not just about the direct ROI; it’s about visibility. These gifts generate tons of organic social media posts, with people thanking us publicly for the gesture. That awareness alone is a win.”

How Do You Explain ABM’s Value to Sales?

Sales and marketing alignment is one of the biggest make-or-break factors in ABM. Sophie emphasizes the importance of speaking their language:

“Sales and marketing people think differently. Sales wants numbers. So instead of saying, ‘We engaged X number of accounts,’ show them concrete stats and outcomes.”

By making ABM feel like a team effort rather than just another marketing initiative, buy-in becomes much easier.

Getting Key Contacts to Events (Without Wasting Budget)

Events are expensive, so making sure your ICPs actually show up is key.

Moneypenny takes a three-pronged approach:

Email outreach: Targeting past attendees and key prospects with exclusive incentives.
Paid social ads: Focused on getting new, cold accounts interested.
Sales team cold outreach: Directly reaching out to top accounts with personal invites.

It’s all about offering your ICPs a compelling reason to visit your booth. Whether it’s a special giveaway, exclusive content, or a tailored discussion, just showing up isn’t enough anymore.

AI & ABM: Hype or Help?

With AI on everyone’s lips, how much of it is useful for ABM?

Sophie has doubts for now.

“We haven't found a tool that does personalized content as well as a human. The details matter; handwritten notes, customized gifts, sector-specific messaging. AI isn't quite there yet.”

That said, she’s keeping an open mind. AI is evolving fast, but at the moment, true ABM still requires the human touch.

How to Get Leadership Buy-In for ABM

Convincing leadership that ABM is worth the investment requires a mix of proof, persistence, and perspective.

“You need sales on board first. When your sales team is excited about ABM, leadership listens. And don’t just talk in abstract terms, instead give them stats, revenue projections, and cost-saving insights.”

Sophie’s approach is about proving impact without huge upfront costs. If you can start small, show engagement, and generate early success, getting the green light for bigger projects becomes much easier.

A Quick Recap

Here are some key takeaways from Sophie’s insights for anyone working on ABM:

Start planning your ABM strategy now, but make sure you launch it at the right time.
Personalization is powerful, even if you’re working with a small budget.
Sales alignment is key; communicate with them in a way that resonates.
AI has potential, but it still can’t match human creativity (at least not yet).
Winning leadership support requires proof; show clear results with data and small wins.

Moneypenny’s smart approach proves that ABM isn’t about having a massive budget; it’s about understanding your audience, delivering personalized experiences, and building lasting relationships.

If you’re looking for fresh ideas to sharpen your ABM strategy, Sophie’s insights are a great starting point. Feel free to connect with her for even deeper knowledge!