Differentiate marketing channels by their purpose. Use online platforms for broad reach and repeated touchpoints. Reserve offline, in-person events for fostering the genuine, vulnerable connections that are difficult to replicate digitally and are critical for building strong relationships.

In-person meetings are fundamentally more effective for building trust than any amount of digital communication. This trust is the foundation for significant business decisions, as people buy from individuals and brands with whom they've had a positive, tangible experience.

Even with a successful playbook from a company like Zoom, a marketing leader must adapt significantly when moving to a new context. Selling a physical product globally introduces complexities like homologation, customs, inventory, and channel sales that require eating 'humble pie' and learning the new business from the ground up.

As software commoditizes, the buying experience itself becomes a key differentiator. Map the entire customer journey, from awareness to renewal, and design unique, valuable interactions at each stage. This shifts the focus from transactional selling to creating a memorable, human-centric experience that drives purchasing decisions.

While competitors focus on scalable AI and digital products, a significant, less-crowded opportunity exists in high-touch, in-person (IRL) experiences. This "anti-trend" approach creates a strong competitive moat and appeals to audiences fatigued by digital overload.

Marketing high-priced in-person events requires less "shtick" than digital equivalents. The inherent scarcity (limited seats), tangible experience, and human craving for connection are powerful, built-in marketing hooks that digital products struggle to replicate authentically.

Companies over-invest in booth aesthetics and under-invest in preparing their go-to-market teams. True event ROI is driven by setting clear pre-event outreach goals, on-site engagement metrics, and rapid, personalized post-event follow-up, not by the physical booth itself.

Position a premium, in-person event as the aspirational pinnacle of your brand. Even if most customers can't afford it, its existence builds immense credibility and social proof. This "legitimacy anchor" makes your more accessible digital products an easier sell.

In a digitally oversaturated landscape, successful ABM campaigns require a mix of touches. Reintroducing traditional physical elements, like thoughtful direct mail, alongside digital tactics creates a multi-dimensional experience that drives engagement and opportunity creation.