Discover how Miro and Agência Sabiá used an Account-Based Marketing (ABM) approach to transform Febraban Tech into an accelerator of opportunities and ROI.
The Challenge: Transform Febraban Tech into a Commercial Opportunity Accelerator
Febraban Tech is the leading event for technology and innovation in the financial sector in Brazil, with booths and sponsorships highly sought after by various brands, and sold out almost a year in advance.
As a major catalyst for innovation, Miro had to be part of this conversation. But not just as another logo in the sea of vendors vying for their place in the sun.
The objective was to leverage Febraban as reinforcement for a relationship journey, connecting marketing, sales, and hospitality around strategic accounts.
Sabiá identified the opportunity to position Miro at Febraban Tech as a content partner, using the event as a stage to activate clients and prospects through an ABM play that combined relationship building, content, and hospitality into a single experience.
Seize the Opportunity: The Power of Account-Based Marketing (ABM)
Instead of just investing financially in a physical space and relying on passive brand presence, Miro acquired a partner share in the workshop area. The brand took on the responsibility of developing a full day of activities in an auditorium for 80 people.
Sabiá supported the team in defining the agenda, mobilizing guests, and coordinating the entire ABM strategy, which was divided into three tiers (priority levels). The plan mapped out touchpoints before, during, and after the event, ensuring an integrated journey.
Tactic: segmentation and orchestration
Throughout the project, Sabiá served as a true extension of Miro’s marketing team, working side by side in a collaborative and integrated effort.
The entire strategy was organized on a Miroboard, Miro's own tool, which facilitated real-time tracking and kept all the teams connected.
On the board, each stage of the journey—before, during, and after the event—and each relationship tier were mapped out with defined objectives, channels, and responsibilities. Segmentation guided the level of personalization and ensured consistency in interactions. The logic was simple and effective: each account deserved a tailored touch.
ABM in Practice
1. Before the event: warm-up and build anticipation
The work began weeks before the event. Sabiá and Miro mapped priority stakeholders, defined approaches, and sent exclusive invitations to speakers and workshop participants. The actions included:
- Personalized and strategic messages via LinkedIn;
- Invitations for coffee and executive lunches;
- Invitations and content alignment for talks in the exclusive Febraban Tech space
- Personalized disclosure of schedules and content
Objective: Establish initial contact with strategic accounts naturally and add value before the event even begins.
2. During the event: hospitality and content in action
At Febraban Tech, planning came to life. Sabiá orchestrated an experience where every gesture had a clear commercial and relational purpose.
Key Executives: Received invitations to the stage, exclusive lunches and dinners with the Miro team, and reserved seating at the presentations. A standout element was the creation of custom-made sneakers for each of them, which provided an excellent pretext for scheduling a future meeting (the gift delivery).
Other executives: Received specially curated agendas to make the most of the event, as well as gifts and invitations to Miro Talks, the brand's content space.
Content as Relationship Asset
Amidst toasts and experiences, the true differentiator of the strategy was Miro Talks. Co-created by Sabiá and hosted by Miro, companies like Matera and CI&T shared the stage in discussions about innovation, collaboration, and the future of the financial sector.
With packed sessions and extremely high engagement, Talks functioned as an asset of authority and empathy, prioritizing dialogue over purely commercial exposure. Content became the common thread of post-event conversations.
3. After the event: Nurture and prolong connections
In a successful ABM strategy, the end of the event is just the beginning of the conversion. The post-Febraban period was dedicated to nurturing the relationships initiated:
- Customization Sending customized thank-you messages.
- Valuable content Distribution of slides e Insights from the lectures according to the context and the pain points of each executive.
- Targeted follow-ups Connecting event discussions with Miro use cases and real-world demonstrations.
Shipping the sneakers premium symbolized the tactical closure with the message: “You've walked your whole life, but never like this”, reinforcing the commitment to continue the innovation journey side-by-side with the client.
Learnings and next steps in B2B Marketing
Miro's experience at Febraban Tech proves that Account-Based Marketing is much more than the sum of isolated tactics. When well-orchestrated, the strategy allows understand contexts, map connections, and create meaningful experiences, transforming touchpoints ephemeral in long-lasting business relationships.
More than a significant presence, the action served as a living laboratory for ABM applied to physical events. It consolidated practices that Sabiá has been refining, demonstrating how large trade shows can be the starting point for closing dealsdealscomplex B2B market.
Want to understand how to turn your next event into an opportunity machine with ABM?
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