Our business goals for events (in order of priority)
Accelerating existing opportunities
New pipeline generation
Customer expansion and retention
Strengthening brand awareness and positioning
Who is our target audience, and what do they need?
Are we trying to engage net-new prospects, nurture existing opportunities, or deepen relationships with customers?
What kind of content and experiences will resonate with them?
Athena to ask HR + Payroll
Thought leadership for sure
What types of events best achieve these goals?
Webinars:
Are they still worth running? Yes. But only the following formats from now on:
A deep dive into employment legislation in [Country] (in-house w/ GI team)
Employment costs (yearly in Q2 w/ Dee)
Other country-specific opportunities w/ external speakers (e.g. Irish legislation, employing in Spain)
Could they be optimised? Yes, w/ polls and post-webinar survey
In-person events: Should these be high-touch, intimate gatherings for ABM, or more scalable field events?
Conference presence: How do we choose which events we pitch for and do we pay to speak?
Virtual roundtables: Could these serve as a more focused way to engage key accounts? What topics make sense
How do we measure success?
What KPIs will tell us if an event format is working? (SQLs, influenced pipeline, deal velocity, attendee engagement, etc.)
What does success look like for each type of event? (E.g., for ABM events, success might be getting five key decision-makers to attend, rather than pure lead volume.)
Want to print your doc? This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
