How Does TPG Design Event Strategies Tied to ABM?
The Pedowitz Group (TPG) designs event strategies that behave like ABM plays — targeting named accounts and buying groups, aligning pre-, during-, and post-event journeys in HubSpot and your ABM platforms, and proving pipeline and revenue impact on one executive scorecard.
Too many B2B events still chase badge scans instead of account outcomes. Rooms are full, but Sales can’t see which named accounts showed up, who engaged, or how that should change next-touch plays. TPG uses ABM principles to architect events as account-centric revenue motions: from target selection and offer design, to activation in tools like HubSpot and ABM platforms, to post-event follow-through measured in meetings, opportunities, and expansion.
Where TPG Connects Events Directly to ABM Outcomes
TPG’s ABM-Driven Event Strategy Playbook
Use this sequence to move from activity-driven events to ABM-aligned event programs that prove revenue impact in your HubSpot and ABM stack.
Align → Target → Orchestrate → Capture → Accelerate → Expand
- Align on revenue goals and account lists: Clarify what the event must deliver: pipeline from expansion, net-new opportunities, or partner-sourced deals. Lock ICP, tiers, and priority account lists with Sales, CS, and Partners so everyone agrees who the event is designed for.
- Define buying groups and value stories: Map key roles in the buying committee (economic, technical, champion, users) and the win stories that matter for each. Sessions, demos, and content are then designed to answer specific questions and objections those roles bring to the room.
- Orchestrate pre-event ABM plays: Build pre-event waves in HubSpot and your ABM platform — ads, email sequences, SDR/BDR outreach, and partner invitations — sequenced by tier and buying stage. Success is measured in named account registrations and meeting acceptance, not just total signups.
- Capture engagement with clean handoffs: Standardize how you track check-ins, session scans, booth visits, and 1:1 meetings and route them to owners with SLAs. HubSpot pipelines, tasks, and playbooks ensure no hot account or key contact is lost in post-event chaos.
- Accelerate opportunities after the event: For active deals, TPG recommends event-specific follow-up plays: recap emails tailored to buying role, new enablement content, and executive-level follow-ups that reference live conversations and agreed-upon next steps.
- Expand with customer and partner motions: Use events to activate existing customers and partners. Customer tracks focus on adoption and expansion, while partner tracks focus on joint offers and shared pipeline. Both feed expansion and partner-sourced revenue metrics in your Loop scorecard.
Event & ABM Maturity Matrix
| Dimension | Stage 1 — Event-First, Account-Blind | Stage 2 — Account-Aware Events | Stage 3 — ABM-Orchestrated Event Engine |
|---|---|---|---|
| Strategy | Goals defined in terms of attendance and leads; account strategy is separate — or missing. | Priority accounts identified, but only loosely connected to sessions, invites, and follow-up. | Event objectives tied to ABM goals and tiered account lists; every element traces to revenue outcomes. |
| Targeting | Generic personas and broad lists; success measured by total registrations. | Some named accounts targeted; SDRs work their own lists outside of a shared plan. | Named accounts and buying groups drive invites, outreach, and partner motions across all channels. |
| Data & Systems | Registration lives in one tool, leads in another; CRM updates are manual and inconsistent. | Basic integration into CRM; some event data synced but not standardized for ABM reporting. | Event engagement is fully instrumented in HubSpot and ABM platforms, with clear fields for account, role, and play. |
| Handoffs & Follow-Up | Reps get CSV lists and run ad-hoc outreach; little visibility into who followed up and how. | Some structured cadences; hot leads flagged but not always aligned to opportunity context. | Standardized, stage-based playbooks for Sales, CS, and Partners with SLAs and shared dashboards. |
| Measurement | Reports emphasize attendance, scans, and NPS; pipeline/revenue impact is anecdotal. | Some pipeline tracking; attribution is incomplete and hard to reconcile with ABM programs. | Events are measured in sourced & influenced pipeline, win rate, velocity, and expansion at the account tier level. |
Frequently Asked Questions
How is an ABM-aligned event different from a traditional demand event?
Traditional events optimize for total leads. ABM-aligned events optimize for progress within target accounts — more meetings with buying groups, better deal momentum, and clearer expansion opportunities. Every decision is made through the lens of named accounts and revenue impact, not generic funnel metrics.
What role does HubSpot play in TPG’s event strategies?
HubSpot acts as the execution and visibility layer: managing registration, emails, workflows, scoring, and pipelines. TPG configures HubSpot so that event data flows into CRM objects and ABM programs, making it easy to see which accounts engaged and how that translated into opportunities and revenue.
How do you keep Sales and CS engaged before and after events?
TPG co-designs play specs and SLAs with Sales and CS: who invites which accounts, who owns in-person meetings, which talk tracks and offers to use, and how quickly they must follow up. Shared scorecards and post-event reviews keep everyone accountable to ABM and revenue goals, not just activity.
Can ABM-driven events work for both net-new and existing customers?
Yes. TPG often designs events with separate tracks for prospects, customers, and partners. Net-new accounts see value stories that drive first opportunities, while customers and partners get content aimed at adoption, expansion, and joint offers. All of it rolls into one revenue measurement framework.
Make Every Event an ABM Revenue Play
When events are tied to ABM strategy, they stop being one-off line items and become repeatable revenue engines. Use HubSpot and a modern AI-enabled stack to target the right accounts, design better experiences, and prove impact from first invite to closed-won and expansion.