You Can’t Do ABM Without Being Personal (with Elise Hudson)

By Mary Matton on March 25, 2021

Prefer to listen to conversations? No problem, check out the audio version of this Office Hours Episode here: 

Join Nina Butler and Elise Hudson, Enterprise ABM Experience Specialist at Adobe, for a conversation about how to adapt your ABM programming and events for an increasingly digital and generic world.

ABM used to be all about meeting the right buyers, at the right time and at the right place. But there is now a fourth element to consider – you need to be meeting buyers in the right way and leave a memorable impression through your ABM experience.

But what does it mean to create an ABM experience? For Elise, it means managing the gifting program and experiential events for Adobe.

Of course, because Elise is running programs at an Account level, all of the elements that go into each experience are completely custom. Weather the team is running a seasonal campaign or the team is spinning up a program to help fill a pipeline gap, Elise and her team always considers an important question:

How do we want people to feel?

Elise and her team don’t just focus on KPIs like registrants and attendees, but instead focus on the emotion that should be felt after experiencing their initiatives. That mindset shift changes the way the Adobe team comes up with ideas and executes on their ideas.

That goal of making your audience feel something is tricky in a digital world – and can be tough to sell internally as a strategy that doesn’t always have a direct tie to more concrete KPIs.

Elise gives the advice to convey the intention at the beginning of the event. This simple step lead Elise to see more participation, more engagement, more attendees willing to be on video together, and overall directly impacted those harder KPIs that her team is responsible for.

To learn more about how Elise and her team at Adobe think about brainstorming events, executing experiential events, and how their gifting program integrates seamlessly into their experiential programs, check out the full episode of Office Hours here!