The Goal of Your Event Should Not be Lead Generation: Here's Why

Just as your marketing team leverages different types of content in order to achieve different goals—writing blog posts to grow top-of-funnel leads, for example, and creating case studies to help convert middle-of-the-funnel prospects—you can similarly use different types of events to reach different objectives.

But events typically require more time, money and resources than other marketing channels, and you want to make sure you're extracting the most value from each event you host. While there may be some cases where you can and should host events with the specific goal of fueling top-of-funnel growth, this likely is not the best objective to set for most of the events you're hosting—keep reading to learn why. 


  Written by Lauren Taylor on 3/14/17 12:14 PM

SXSW Events: Insights for Event and Marketing Pros

South by Southwest (SXSW) is a combination of festivals, conferences and exhibitions that celebrate the intersection of the interactive, film and music industries. The event is hosted annually in Austin, Texas, and typically spans 10 days—this year, the event will kick off on March 10 and last until the 19th.

Last year, SXSW attracted over 72,000 attendees, and the group of A-list speakers included Barack and Michelle Obama , Pat Benatar, and T-Pain. The event fosters "creative and professional growth," and calls itself "an essential destination for global professionals." With the opportunity to attend a variety of screenings, speaking sessions, exhibitions and networking opportunities, professionals spanning multiple industries are often in attendance—and companies and organizations across the world take the opportunity to market to them. 

  Written by Lauren Taylor on 3/9/17 11:24 AM

10 Tips for Attendee Engagement, Part Three: After Your Event

This is the third post in a three-part blog series with tips for engaging with attendees before, during and after events. If you missed the first or second posts, which were about engaging with attendees before and during events, you can check them out here and here. Otherwise, keep reading for 10 tips to engage with attendees once your event has ended.

1. Send a general “thank you” email. Within 24 hours of your event ending, you should send an email to all attendees and simply thank them for attending. This email does not need to be lengthy or include any sort of sales pitch—just show your attendees that you’re appreciative of their attendance, because without them your event would not be possible. If you want to incorporate something fun, include a link to a Facebook album of photos from your event.


  Written by Lauren Taylor on 3/6/17 2:13 PM

10 Tips for Attendee Engagement, Part Two: During Your Event

This is the second part of a three-part blog series with tips for engaging attendees before, during and after events. If you missed the first post with 10 tips for engaging attendees before events, you can read it here. Otherwise, keep reading to check out our list of tips for in-event engagement. 

1. Use a social wall. Projecting a live-stream of your event’s hashtag on large screens throughout your venue will encourage attendees to share more. This will not only keep them engaged with your event’s content, but will also extend the reach of your event far beyond your in-person audience.

  Written by Lauren Taylor on 3/1/17 3:06 PM

10 Tips for Attendee Engagement, Part One: Before Your Event

New (and old) technology is making it easier to engage with attendees before, during and after events. This gives you more opportunities to build buzz around your event, provide attendees with valuable content, and keep the conversation going long after your event has ended. But there are so many marketing channels and tactics you can use throughout the attendee journey that putting together an engagement plan can be overwhelming.

But we’ve talked to a lot of event pros, and we’ve hosted a lot of events ourselves—so we’ve put together a three-part series of blog posts to give you tips on how to engage attendees before, during and after events. For the first post in this series, we’re focusing on pre-event engagement—so keep reading to learn how to get attendees excited and engaged before they even show up to your venue. Read More...

  Written by Lauren Taylor on 2/27/17 6:05 PM

Which Type of Event Should You Host?

Events are consistently cited as one of the most successful marketing channels, but they also take up a significant portion of a marketing team's budget. If you're going to host an event, you want to make sure you do it right—which means you need to host the right kind of event to help meet your business objectives. Not sure which type of event is best for you? Use our flow chart to find out. 


  Written by Lauren Taylor on 2/23/17 10:44 AM

How Your Sales Team Can Make the Most of Marketing Events

This post was originally published on Attend by Event Farm's blog and was written by Pia Heilmann. 

The discussion around events usually revolves around the marketing team. It makes sense—marketing typically plans events, and the events come out of marketing's budget. But when the ultimate goal of a marketing event is to create and accelerate sales pipeline, it’s important to look at events form a sales perspective as well. The more involved a sales team becomes in planning an event, the greater the ROI typically becomes.

So what’s the issue? The problem is that many sales teams don’t have a good process for handling events—keep reading to learn our best advice for how to go about changing this. 


  Written by Lauren Taylor on 2/15/17 11:33 AM

Using Experiential Marketing to Rethink Branding

With the advent and ubiquity of social networks, search engines, and smartphones, the past decade has seen a major shift in marketing strategy. A marketer’s job is no longer to shout a message about a product at consumers, but to cater to consumers and provide them with any information they may need. In other words, a marketer’s focus used to be the product, and now it’s the consumer.

A successful marketing strategy has always included building a recognizable and reliable brand. Before the age of the Internet, this typically required organizations to come up with catchy, memorable names and slogans, and to attach well-designed logos to their marketing materials. But consumers today are inundated with 140-character messages and professional photos and images—so how do marketers ensure that their organizations stand out? Read More...

  Written by Lauren Taylor on 2/13/17 4:53 PM

Make the Most of Industry Conferences: Host Microevents

Even in today’s world dominated by social media and online interaction, many organizations still recognize the benefits of attending in-person industry conferences and tradeshows. Last year, HubSpot’s INBOUND Conference alone attracted over 19,000 attendees from around the world.

These conferences have obvious benefits. They allow attendees to listen to, talk to, and learn from industry experts and peers, and they offer a productive break from the day-to-day grind, often reinvigorating and reenergizing attendees about their work. Read More...

  Written by Lauren Taylor on 2/8/17 11:00 AM

Farmer of the Year: Melissa Spitz of DigitasLBi

Event professionals are notorious for their incredibly hectic and often stressful schedules. When they’re not sourcing venues, finding sponsors, sending invitations, accommodating dietary restrictions (there are a lot!), or hiring entertainment, they’re probably busy working out the logistical details of an event to ensure that everything runs smoothly—or spending time worrying that it won’t.

But ultimately, event pros jump through these hoops to get back to something basic: humans. Our Farmer of the Year, Melissa Spitz of DigitasLBi, understands the impact she can have doing just that.

  Written by Lauren Taylor on 1/30/17 10:30 AM


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