Virtual Roundtables: The ABM Play More Agencies & Consultancies Are Using to Win High-Value Clients

Virtual Roundtables: The ABM Play More Agencies & Consultancies Are Using to Win High-Value Clients

For agencies and consultancies, cold outreach for lead gen often falls flat as prospects are inundated with similar pitches for services they deem commoditized. But a smarter, more personal approach within Account-Based Marketing is gaining traction.

Virtual roundtable discussions.

These are small, curated discussions — usually 6–12 handpicked prospects — brought together to explore a shared industry challenge. No slide decks. No pitches. Just a great conversation that you host.

You play the moderator.

That means guiding the flow with a topic that keeps your target audience up at night. But your role isn’t to talk about your firm — it’s to make others feel heard.

To make it worth their time, you’ll want to invite more than just potential clients. Bring in respected guests: an industry analyst, an author, or a known influencer. Better yet, include one or two of your well-known clients who can speak about how you helped them. It’s subtle social proof with maximum credibility, which helps with recruiting guests and makes the discussion more robust.

Why do prospects say yes?

Because they’re not coming to hear your pitch — they’re coming to hear how their peers are handling similar issues. Roundtables are catnip for leaders who want to learn from others like them.

Your job is to listen.

What challenges keep coming up? What problems are ripe for solving? That’s the gold you’ll use for ABM follow-up — whether it’s a personalized email, a strategic proposal, or a content piece tailored to the group’s needs.

Done well, virtual roundtables position your firm as a thoughtful facilitator and industry insider—not a pushy vendor. They build trust quickly, spark real conversations, and consistently open doors with senior decision-makers.

No selling required.