🌐 Introduction

The way B2B companies interact with clients is changing. According to Gartner, offline marketing investments will grow by 70% by 2028 due to the digital detox trend. With digital channels becoming oversaturated, decision-makers are increasingly valuing hybrid experiences—combining digital efficiency with the impact of in-person interactions.

For companies using Account-Based Marketing (ABM), this is a major opportunity. ABM’s personalization can be enhanced through events, networking, and exclusive experiences tailored to key decision-makers.

In this article, we’ll explore how to build an effective phygital (physical + digital) strategy within ABM to drive higher engagement and conversions.

🔹 The Challenge: Digital Alone Is No Longer Enough in B2B

Digital marketing brought automation and scalability—but also created barriers in decision-maker relationships:

❌ Email & message overload → Makes it harder to get real engagement with decision-makers.
❌ Saturated digital channels → LinkedIn and cold emails no longer guarantee responses.
❌ Lack of emotional connection → B2B deals require trust, which is hard to build online.

The solution? Reintroduce the human factor through phygital experiences.

🔹 How to Integrate ABM with Phygital Strategies?

A phygital ABM strategy means using in-person events and physical interactions to complement digital campaigns. Here’s how to make it work:

1️⃣ Exclusive Events for Target Accounts

If ABM treats each account as “a market of one,” personalized events are key to strengthening relationships.

✅ Host executive lunches, private workshops, and VIP networking sessions for key decision-makers.
✅ Leverage trade shows and conferences for strategic meetings with prospects and clients.
✅ Offer unique experiences (facility tours, live demos) to create memorable impact.

📌 Example: A software company could organize a VIP event for target accounts, showcasing success stories and enabling exclusive networking.

2️⃣ Personalized Kits to Strengthen Relationships

Physical marketing can be a game-changer in ABM when done right.

✅ Send customized gift kits with useful items and tailored messaging.
✅ Combine physical mailers with digital campaigns (e.g., a mailed invite to an exclusive webinar).
✅ Use CRM data (like Krayin CRM) to hyper-personalize deliveries for maximum impact.

📌 Tip: Track interactions to refine personalization over time.

3️⃣ Digital Automation + In-Person Follow-Ups

Digital channels remain essential—but should be reinforced with face-to-face engagement.

✅ Use automation to nurture leads before in-person meetings (e.g., sending targeted content).
✅ After events, blend automated follow-ups with personal outreach to keep conversations going.
✅ Build an omnichannel journey for seamless online-offline transitions.

📌 *Tip: Tools like n8n can automate workflows while triggering sales team alerts for timely follow-ups.*

4️⃣ Exclusive Content for Phygital Engagement

Instead of repurposing digital content, create materials specifically for offline interactions.

✅ Whitepapers & reports distributed at events.
✅ Interactive content (QR codes, videos, apps) to enhance networking.
✅ Live workshops that complement digital efforts, positioning your brand as an industry leader.

📌 Tip: Use Typebot to capture leads at events and start personalized follow-ups instantly.

🔹 Conclusion: ABM Needs Physical Touchpoints to Stand Out

Digital remains crucial in B2B—but companies that combine ABM with phygital experiences will gain a competitive edge. With the right strategy, events, personalized kits, and in-person interactions become powerful conversion drivers.

🚀 Want to integrate phygital into your ABM strategy?
loqua.marketing can help design hyper-personalized campaigns that blend digital and physical for stronger results.

👉 Contact us and discover how to deepen relationships with decision-makers through phygital ABM!