1:FEW ABM INDUSTRY PLAYBOOK

Diversified Industrial Manufacturing

Strategic Account Expansion for 3M, Eaton, and Graco Lookalikes

ACCOUNT-BASED MARKETING FRAMEWORK
PREPARED FORSTAR Trade Shows & Eventswww.engagestar.com
January 2026•Version 1.0
Page Break
STAR • INDUSTRY INTELLIGENCE

Table of Contents

1.0Program Goals and KPIs
Defining success metrics and persona-based workflow goals for the Top 100 account universe.
2.02025 in Review
Market snapshot of the $6.9 trillion manufacturing sector and anchor show momentum.
3.02026 Trade Show Outlook
Market forecasts, budget trends, and critical themes like sustainability and digital twins.
4.0Building a Target Account List
Criteria for multi-divisional selection and contact strategy for marketing leadership.
5.0Seller Considerations
Strategic engagement Do's and Don'ts and 2026 flagship event tiers.
6.0Messaging Themes
Value propositions for CMOs, Event Managers, and Business Unit marketers.
7.0Campaign Recommendations
12-week multi-channel ABM roadmap: Awareness, Engagement, and Conversion.
8.0Creative Examples
eBook customization for multi-divisional manufacturers and campaign email templates.
📋 STRATEGIC INTENT: This playbook is designed to engage companies that look like 3M, Eaton, and Graco. It manages the complexity of global presence, thousands of SKUs, and multi-channel sales environments.
STAR • PROGRAM STRATEGY

Section 1.0 — Program Goals and KPIs

The goals for any program targeting accounts in this space depend on the number of targets. For now, the suggestion is to restrict activities to the Top 100 3M lookalikes while managing bandwidth across the AD and AE teams[cite: 964, 967].

KPIs by Role & Workflow

Team Integration
Persona-Based WorkflowTactical Workflow GoalKey KPIs
Board & C-level ConnectionsOwner: Board / C-Suite
Identify willing connections to make a basic introduction to the Client CEO.
IntroductionsC-Level MeetingsQualified Pipeline
Account ManagementOwner: Relationship Primary
Identification of new LOB contacts and representatives from previously unknown customer subsidiaries.
New Contact IDsEmail OpensMeetings Scheduled
Account ExecutivesOwner: Assigned AE
Meetings with contacts that meet established title requirements as defined in the DIM Account Plan.
Sequence ConnectsPhone ConnectsNew Deals Created

Forecasting ABM Success

Tier 1 Metrics

Average Sales Cycle

TBDDays (Enterprise Avg)

Pipeline Strategic Focus

Success depends on hitting the right note with messaging, but requires dedicated follow-through from each function involved[cite: 978].

Conversion Benchmarks

MQL-to-SAL RateTBD%
Meeting-to-Deal RateTBD%
Qualified-to-Won RateTBD%
📋 SUMMARY: Section 1.0 establishes the 1:Few DIM program goals. Success depends on hit the right note with messaging and content, while requiring dedicated follow-through from each function involved in the integrated team workflow[cite: 978].
STAR • INDUSTRY INTELLIGENCE

Section 2.0 — 2025 Industry Snapshot

Using companies like 3M and their competitors as proxies, this review examines how diversified industrial manufacturers navigated cost pressures and strategic shifts in 2025 to set the stage for 2026 investment.

Macro Industry Snapshot

U.S. Economy
Total Projected Revenue$6.9 Trillion

Total U.S. manufacturing industry revenue projected for the 2025 cycle.

GDP Contribution

Roughly $2.9 trillion contributed to U.S. GDP in 2025 as output growth stabilized.

Key Strategic Shifts & Dynamics

Market Drivers

M&A and Consolidation Activity

Companies such as 3M, Honeywell, and Eaton continue to divest non-core assets while acquiring complementary businesses to strengthen innovation pipelines.

STAR Implication: Triggers rebranding and integration campaigns — ideal for reimagined exhibit environments.

Technology Acceleration (Industry 5.0)

Industrial manufacturers are ramping up automation, robotics, and digital twin adoption, emphasizing human-machine collaboration in facility upgrades.

STAR Implication: Modernized production spaces require customer tours and immersive technology showcases.

ESG Execution

Priorities have shifted from reporting to execution, with capital flowing into renewable materials, emission control, and circular economy practices.

STAR Implication: Creates demand for sustainability-themed storytelling at flagship trade shows.
📋 SUMMARY: Section 2.0 highlights a mixed but strategic year for 2025. While macroeconomic uncertainty persists, capital is flowing into automation and branding. STAR wins by positioning scalable, reusable exhibit investments that align with selective capital spending and M&A rebranding needs.
STAR • MARKET OUTLOOK

Section 3.0 — 2026 Trade Show Outlook

The trade show industry is experiencing robust recovery heading into 2026. For STAR's diversified manufacturing prospects, this represents a significant opportunity as companies increase investments and seek innovative exhibit solutions.

2026 Market Forecast

Growth Mode
Projected U.S. B2B Market Size$17+ Billion

The U.S. exhibition market is projected to reach this milestone by 2028, with full recovery to pre-pandemic levels by early 2026.

Budget Benchmark

Average annual trade show spend per company is estimated at $2.0M–$2.3M for the 2026 cycle.

Budget Allocation Trends

ROI Scrutiny

Core Marketing Investment

31.6%Total Marketing Budget for Shows
85%Executives call Shows Essential

While 75% of exhibitors face pressure to reduce costs, companies are NOT cutting trade shows—they are seeking better ROI and more innovative partners who can deliver impact efficiently.

Key Themes for 2026

Strategic Pillars
01Sustainability is Non-Negotiable

Sustainability has moved from 'nice to have' to baseline expectation. Younger attendees prioritize environmental commitments.

02Digital Transformation & AR/VR

Booths are transforming into immersive digital experiences. 98% of manufacturers have started digital transformation journeys.

03Quality Over Quantity

The days of 'spray and pray' are over. Companies attend fewer shows but invest more heavily in mission-critical flagship events.

04Decision Maker Access

81% of attendees have buying authority. Booth design must include private meeting spaces for high-value conversations.

📋 SUMMARY: Section 3.0 confirms that diversified manufacturers like 3M, PPG, and Thermo Fisher are maintaining or increasing presence at flagship events. STAR wins by positioning as the innovative, sustainable partner that helps industrial firms stand out in crowded show floors.
STAR • ACCOUNT TARGETING

Section 4.0 — Building a Target Account List

The U.S. economy remains powered by industrial 'old school' companies. This target list focuses on companies that share 3M's characteristics: multi-divisional operations, manufacturing-focused with deep product portfolios, and active trade show exhibitors across multiple sectors.

The 3M “Top 100” Lookalikes

Tier 1 Universe
COMPANY NAMEREVENUE (EST)DOMAIN
Honeywell International$36.7Bhoneywell.com
3M Company$32.7B3m.com
Danaher Corporation$31.5Bdanaher.com
Johnson Controls$25.3Bjohnsoncontrols.com
Eaton Corporation$23.2Beaton.com
Parker Hannifin$20.0Bparker.com
Emerson Electric$19.6Bemerson.com
Trane Technologies$16.6Btranetechnologies.com
ITW$16.1Bitw.com
Showing core diversified industrial targets with multi-divisional operations.

Strategic Buying Committee

Persona Mapping
Target Titles to Find
VP Corporate Marketing
Director of Marketing
Trade Show / Events Manager
Marketing Operations Manager
Divisional Marketing Director
📋 ACCOUNT STRATEGY: This segment includes 100 diversified manufacturers with multi-divisional exhibit needs. Success requires a coordinated play across corporate and divisional marketing leadership.
STAR • SALES ENABLEMENT

Section 5.0 — Considerations for STAR Sellers

When approaching Diversified Industrial Manufacturing accounts in 2026, engagement must be rooted in industry-specific trends and corporate-level transformation goals.

Strategic Engagement Guidelines

Sales Best Practices
DO: Lead with Value
  • Lead with trends: Open conversations with industry insights regarding manufacturers consolidating around flagship shows while increasing investment per event.
  • Connect to their initiatives: Link trade shows to their announced sustainability goals, facility expansions, and digital transformation efforts.
  • Speak their language: Use terms like Industry 4.0, reshoring, ESG, digital transformation, and supply chain resilience.
  • Emphasize ROI: Position STAR as a partner who helps maximize return on their trade show investment.
  • Showcase innovation: Lead with sustainable, tech-forward, experiential exhibit examples.
  • Think portfolio: These companies have multiple business units—each may attend different shows.
DON'T: Common Pitfalls
  • Assume they're cutting back on trade shows (they're not—they're investing strategically).
  • Lead with price (lead with value, innovation, and ROI).
  • Ignore sustainability (it's table stakes now, not a bonus).
  • Treat all business units the same.
  • Miss M&A signals (acquisitions create immediate rebranding/exhibit refresh needs).

2026 Key Shows to Monitor

Calendar Priority
Tier 1

Flagship Manufacturing Events

IMTS 2026FABTECH 2026MD&M WestPACK EXPO EastMODEX 2026
Tier 2

Sector-Specific Events

Hannover Messe 2026Automate 2026Sustainable Manufacturing Expo
📋 SUMMARY: Trade shows are back and bigger than before for diversified manufacturing companies. They are seeking partners who help them stand out with sustainable, innovative designs.
STAR • GTM MESSAGING

Section 6.0 — Messaging Themes

Large enterprise manufacturers typically have a centralized CMO function with shared services supporting corporate participation, while collaborating with divisional leaders for niche industry shows.

Target Persona

CMOs & VPs of Marketing

Theme: Your Brand Evolved. Your Trade Show Presence Should Too.

Core Message: We help CMOs turn trade shows from tactical booth rentals into strategic brand experiences that align with corporate transformation.

  • Trade shows are your most visible brand statement and C-suite's handshake with the industry.
  • Portfolio complexity management: unified brand architecture with business-specific storytelling.
  • ESG and Digital Transformation: Demonstrate sustainability commitments and Industry 4.0 innovation on the floor.
Target Persona

Trade Show & Event Managers

Theme: Do More with Less. Look Better Doing It.

Core Message: Operational excellence and modular design that makes you a hero by delivering bigger impact with tighter budgets.

  • Modular, reconfigurable systems that work across your portfolio can reduce storage costs by 40-60%.
  • Turnkey solutions for design, fabrication, and graphics—one partner, zero headaches.
  • Sustainability without compromise: reusable materials that look premium and support ESG.

Messaging DOs

  • Lead with specific pain points per persona.
  • Reference recent acquisitions and expansions.
  • Position as strategic partner, not vendor.

Messaging DON'Ts

  • Lead with STAR's capabilities—lead with THEIR challenges.
  • Use generic jargon—be specific to manufacturing.
  • Treat all business units the same.
📋 BRAND SUMMARY: Diversified manufacturing is our specialty. We focus on complex, multi-BU manufacturers, managing the balance between unified brand architecture and business-specific storytelling.
STAR • CAMPAIGN STRATEGY

Section 7.0 — Campaign Recommendations

An integrated 90-day campaign for 100 DIM targets, focused on achieving an ROI Advantage at 2026 events through scalable, modular exhibit systems.

1
Wks 1-4

Awareness & Education

Objective: Get on radar, establish thought leadership, and warm up cold accounts.

  • LinkedIn Engagement: AEs engage with target persona posts and share manufacturing-relevant STAR content.
  • Educational Nurture: Email sequence addressing hidden costs of fragmented exhibit programs.
  • Direct Mail: High-quality 'Trade Show ROI 101' guide sent to VIPs.
2
Wks 5-8

Consideration & Engagement

Objective: Drive deeper engagement, qualify interest, and schedule meetings.

  • Value-Driven Outreach: Email sequence solving the 'Divisional Dilemma' for multi-BU firms.
  • Personalized Video: AEs record 30-second LinkedIn video messages referencing specific benefit points.
  • Dimensional Mailer: Custom 3D-printed miniature booth model for top 25 target accounts.

Campaign Success Forecast

15-20Meetings Scheduled
12-15Meetings Completed
$500k+Pipeline Generated
📋 EXECUTION SUMMARY: Campaign investment (~$3k-$5k) targets 60x-150x ROI based on enterprise deal sizes ($150k-$250k) and disciplined multi-channel follow-through.
STAR • SALES ASSETS

Section 8.0 — Creative Examples

Customized assets designed to position STAR as an ROI-focused strategic partner for complex industrial portfolios.

Customized eBook Asset

Lead Magnet
STAR PERSPECTIVES
Trade Show ROI 101
The Multi-Divisional Manufacturer's Guide to Scalable Exhibit Excellence
2026 EDITION

Asset Purpose

Sent as a high-value physical or digital leave-behind to corporate CMOs and Divisional Marketing Directors.

  • Value Prop: Auditing exhibit spend across 5+ business units.
  • Key Insight: How modularity reduces shipping/storage costs by 40%.
  • CTA: Request a personalized "Portfolio Audit" video.

Tier 1 Email Outreach (Verbatim)

Outbound Sequence
📋 CREATIVE SUMMARY: These assets prioritize education over solicitation. By leading with a guide on "ROI Excellence," we establish credibility before asking for a high-stakes meeting with industrial leadership.