The most powerful moves in ABM are experiential: the executive dinner, the roadshow, the podcast guest seat, the community built around your best accounts.
They are also the least measured. A handshake leaves no digital trail, buying groups increasingly research through AI tools that leave no footprint, and the industry's measurement frameworks tell you what to measure but not how to credit the moments that actually move accounts. The result? Experiential spend relies on anecdote and anecdotes don’t survive a budget review.

This masterclass launches Trail Markers, a Revenue Trail model for measuring experiential ABM, published as a new Propolis playbook. The principle: experiences diffuse by design, impact spreads through rooms and relationships, so you decide where the capture points go before the experience happens rather than reconstructing the journey afterwards. Michelle McCann has spent 25 years building attribution into B2B businesses including subscription, enterprise and PE-backed, and now advises boards on proving marketing’s commercial impact. You’ll leave with credit rules and an evidence pack that stand up to your CFO, whatever your data maturity, from a single spreadsheet to a fully integrated stack.

What will the audience learn?

• Why experiential ABM breaks conventional attribution and why that’s a design problem, not a data problem
• Where to place your trail markers: choosing capture points before the dinner, roadshow or event, not after
• Credit rules that survive finance scrutiny, at any of three levels of data maturity
• How to judge success by account progression in the 90 days after the experience, not attendance on the day
• How to apply the model immediately, using the new Propolis playbook launched in this session

Key takeaway

You can measure what leaves no tracks if you decide where the trail markers go before the experience happens, not after it.