Explore

Example Plan

Event Strategy Plan

1. Event Objectives & Goals

Primary Goals:

Engage key accounts through an ABM-driven event strategy.

Generate and accelerate pipeline through targeted events.

Strengthen brand authority and thought leadership.

Maximise budget efficiency by focusing on high-impact events.

Key Metrics for Success:

Acceleration of existing deals in the pipeline.

Number of net-new pipeline opportunities influenced.

Attendance and engagement rates per event.

Post-event conversion rates (meetings booked, SQLs created, revenue impact).

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2. Event Types & Strategy

A. Webinars (Monthly/Quarterly, Optimised Approach)

Objective: Thought leadership, demand generation, and nurture existing leads.

Shift focus from broad awareness to deal acceleration.

Ensure content aligns with active pain points in the sales cycle.

Include stronger calls to action (e.g., consultation offers, demo invites).

Improve post-webinar follow-up strategy with Sales.

B. In-Person Events (4-5 Per Year, ABM Focused??)

Objective: Strengthen relationships with key target accounts, accelerate pipeline.

Private executive dinners or invite-only roundtables.

Partner with Sales to identify top accounts and key decision-makers.

Highly personalised engagement with a low attendee-to-host ratio.

Focused on building relationships rather than mass lead generation.

C. Conference Appearances

Objective: Brand awareness, networking, and sales enablement.

Prioritise events where the target audience is most engaged.

Aim for speaking opportunities rather than just booth sponsorships.

Set clear pre-event and post-event engagement plans with attendees.

D. Virtual Roundtables (Quarterly)

Objective: Engage mid-funnel opportunities and industry peers in meaningful discussions.

Invite-only, small group discussions around key industry challenges.

Sales team involved in personalised invitations.

Outcome-focused with clear next steps for attendees.

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3. Budget Allocation Plan

Webinars: 10-15% of budget (software, speaker fees if applicable, promotion)

In-Person Events: 40-50% of budget (venue, catering, branding, travel)

Conferences: 25-30% of budget (attendance, speaker opportunities, travel)

Virtual Roundtables: 10-15% of budget (platform, moderation, promotion)

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4. Execution & Sales Collaboration

Pre-Event Strategy:

Sales and Marketing alignment on attendee targeting.

Personalised outreach to drive attendance.

Clear pre-event content strategy to drive engagement.

Post-Event Follow-Up:

Dedicated follow-up workflows for each event type.

Post-event personalised outreach by Sales (meetings, content sharing).

Tracking engagement and conversion from attendees.

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5. 12-Month Event Calendar (Example)

Table 6

Table 6

Jan

Webinar

Demand Gen

Mid-market & Enterprise

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

There are no rows in this table

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6. Next Steps

Finalise target accounts and personas for ABM-focused events.

Secure budgets and resources based on priority events.

Develop a detailed content strategy for each event type.

Align Sales & Marketing teams to execute a seamless event follow-up strategy.

Track, measure, and optimise based on performance insights.

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