Ready to geek out on event strategy 101?

Me too. Here’s my definition:

A  modern event strategy is how a company meets its audiences through a portfolio of event offerings. It should be based on the company’s stated goals and be measurable in its impact.

SO, What does that mean for your team?

  • Driving Revenue

  • Raising Brand Awareness

  • Impress current accounts

  • Filling the Marketing Funnel

  • Drive success of a Partner Program

  • Get users to adopt a new product feature

You need to deeply consider the company’s goals when creating an event strategy. Here are some common examples of event strategies for tech companies:

When you know what you're solving for, you can create your Event Action Plan

There is a constellation of event channels, audiences, and engagement styles. An Event Marketing Manager’s role is to develop an event program that serves the overall strategy. Here are some examples of event action plans that serve the business goals above:

  • Driving Revenue > Creating meeting opportunities for your sales reps to talk to prospects.

  • Raising Brand Awareness > A guerilla campaign for social tags at a big conference.

  • Impress current accounts > A luxury VIP Account Based Marketing Dinner where very specific accounts are invited.

  • Filling the Marketing Funnel > An appearance at an industry event with a really fun experiential hook to get badge scans.

  • Drive Success of a Partner Program > Co-branded events with overlapping users to educate on the integration benefits

  • Getting Users to adopt a new product feature > An on-demand series of events highlighting success stories of the companies that have already used this feature.

Want to Dive Deeper?