Executive dinners, hosted roundtables, flagship podcasts, invitation-only briefings: experiential ABM is where the biggest accounts get moved, and the hardest place to prove it. There is no form fill, no click, no clean conversion. The room was full, the feedback glowing, and six months later the CFO asks what it was for.

This session gives you a working model for answering that question. Drawing on The Revenue Trail methodology and the new Propolis playbook Trail Markers, Michelle McCann shows how to treat experiential impact as diffuse by design rather than unmeasurable: what to capture before, during and after the experience, which signals carry commercial weight, and how to connect them to pipeline and revenue in language a finance director will accept.

You’ll leave with a measurement framework you can apply to your next experiential programme, and a way of reporting it that survives the boardroom.

What you’ll take away

• A five-step model for tracing experiential ABM activity through to commercial outcome
• The handful of signals worth capturing at each stage, and the vanity metrics to stop reporting
• A reporting structure that turns “the event went well” into a credible revenue conversation