You should consider your organization's database as something that’s living and breathing. As prospects move through the various stages of the buyer’s journey, their contact information changes, and your sales reps (hopefully) learn more about them and their pain points. Your email exchanges and phone calls are all recorded in your CRM, and you can see which new pieces of content different prospects have engaged with. 



As an event that has seen explosive growth since it started five years ago, HubSpot's INBOUND is one of the biggest marketing and sales industry events. Not surprisingly, some of the biggest brands—including LinkedIn and Dunkin' Donuts—tap into INBOUND's reach by sponsoring the event.

Keeping up with event marketing trends is difficult—but we've been lucky enough to work with some of the best in the industry to keep our content fresh and informative. We realize, however, that event marketers are busy, so we've compiled 10 of the best ideas from our content to share with you in the most efficient way possible.

HubSpot’s INBOUND doesn’t need much of an introduction. As an industry-leading event for marketing and sales professionals, it has experienced explosive growth since it started five years ago as a 3-day event that drew around 2,500 attendees. Last year’s INBOUND drew over 19,000 attendees from 92 countries—and this year’s event has already secured some impressive headlines, most notably with the announcement that Michelle Obama will appear as a keynote speaker.

Hiding behind Apple’s HomePod introduction at WWDC 2017 was an announcement that will transform the way technology is used during events: iOS 11 will include NFC support.

NFC-enabled technology allows event professionals to create a wide range of customized experiential activations—everything from streamlining event logistics to creating show-stopping tech. Until now, developers have had to rely on either Android devices or NFC-enabled wearables (or likely both) to create an NFC event activation.

From the rise of inbound marketing to the advent of account-based tactics, organizations are trying to find a balance between the wide reach of online marketing and the personalized strategies that more successfully convert prospects to customers.

This is a guest post by Courtney Spero, a Marketing Communication Specialist at Creative Group.

The role of technology in meetings and events has moved beyond its initial purpose of simply providing convenience. While convenience is important, there’s more room now to get creative with tech offerings that will leave lasting impressions and engage audiences. As long as your meeting and event tech is approachable and intuitive, you’ll be able to excite any audience, no matter their technical know-how.

This is a guest post by Denayja Reese, a multi-city Event Production and Experiential Marketing Consultant who has worked with companies like Toyota, Airbnb, Spotify, and more.

In case you haven’t heard, content is king. It is also queen, judge, jury and sometimes executioner. While the offline interactions and real-life connections that event producers are responsible for creating are the most important part of what we do, digital content is quickly becoming a high priority. It’s okay if you’re the best event producer in the world but are clueless when it comes to content—it can take even the best production team years to get the hang of content creation before, during and after events. If you want some quick tips, though, keep reading to learn three important steps for building a great content team for your next event.

Every organization is aware—maybe even to a painful extent—of the buyer’s journey. There are job functions and roles within each organization that are focused on specifically engaging with prospects who are at the top, middle, or bottom of the funnel, and ironing out the details of how to best engage with prospects as they move through the buyer’s journey is an ongoing process.

Marketers are increasingly turning to events as a key touchpoint that allow them to engage with, educate and influence prospects, and they’re seeing results—an impressive 98% of consumers are more inclined to purchase after attending an event. At a certain point, however, some of those prospects will become customers. Then what?

FreemanXP is an experiential marketing agency that helps brands create personalized, innovative and immersive experiences. Event Magazine named the company the 10th-best brand experience agency, and their big-name clients—like Visa, Salesforce, Microsoft and Google—speak to that accolade.

Last year Event Farm's CMO, Alexandra Gibson, interviewed FreemanXP's VP of Special Events, Richard Toscano, as part of our Future of Event Marketing online series. They discussed everything from the specifics of catering with comfort food to the broad, overarching strategy of creating on-brand and immersive experiences for attendees. We've included highlights from their conversation below—to access the entire interview (and 11 other recordings with industry experts), register for our Future of Event Marketing series here.