Multi-channel Event Marketing

We’ve managed $100k+ ad budgets promoting online and in-person events and here’s what we’ve learned: 1. Timing matters. The majority of ticket sales or registrations happen in the weeks leading up to the event. We account for this by allocating the majority of the spend closer to the day of the event. 2. Social proof converts. For one client, we searched LinkedIn for anyone who posted about the event after the fact and ranked them by engagement. We then promoted those posts as thought leader ads in anticipation of the next event. 3. Promote transparency. If you are at liberty to do so, why not give away the attendee list? If you have a high value audience and have your targeting dialed in, try a campaign where you gate the attendee list. We’ve seen this tactic promote great conversations that directly lead to ticket sales. 4. Ads that feature as many speakers as possible tend to perform the best. Generally we see ads with faces perform well, so try combining all the speakers into one post. You can then split those ads up into individual speaker ads, use them in carousels, etc. Above all, we’ve learned that preparation is key to promoting these events. For one client, we put together a schedule of ads that would go out as we got closer to the day of the event. This included “countdown” ads where we’d say “the event is 1 month out!” etc. as we built a sense of urgency. Because we put together this plan we were able to get creative requests to our designers early. We had all the creatives ready to go months out from the event and had all the campaigns built and scheduled so that they would pause and activate as the countdown got closer. We’re always testing new strategies to promote these events and it’s impossible to fit all of our experiments into one post. For example, LinkedIn has built in event ads which allow people to register for a LinkedIn event directly from the ad. The key to improving performance for that ad unit is to build up as many organic registrations as possible. Since you can see how many people registered directly on the ad, we’ve seen that a higher number of organic registrations directly impacts the conversion rate on the paid side. Interested in hearing more about how we promote events via ads? Feel free to reach out. We have a ton more ideas we’re looking to test. 🧑🔬

is the traditional B2B roadshow dead? no, but it needs life support. over the past decade, I've watched companies pour millions into events with diminishing returns. the problem isn't face-to-face connection. it's using yesterday's playbook in today's multi-channel world. the highest-performing B2B companies follow this three-phase framework: before: build momentum through strategic targeting and multi-channel outreach before anyone walks through the door. during: create experiences that extend far beyond the physical venue through hybrid design and real-time content. after: convert momentum into revenue with sophisticated follow-up systems that actually drive pipeline. our clients implementing this approach have transformed their results. with one single campaign: ↳ pilot generated 100+ high-quality leads and saw 132% LinkedIn engagement surge ↳ elation lighting achieved 500% increase in impressions and won a prestigious industry award all in one trade show ↳ aeroflow healthcare achieved 47% higher acquisition at 34% lower cost bottom line: the companies gaining market share are treating roadshows as integrated campaigns rather than isolated moments. remember: face-to-face still matters, but only when it's part of a seamless journey that matches how today's B2B buyers actually make decisions. #b2bmarketing #b2bpr #gtm #eventmarketing #roadshow #cmoinsights

The event marketer of the future looks nothing like the one from five years ago. Back then, you could make a career out of one lane. Plan the agenda. Manage sponsors. Write the promo emails. Today, those single-skill roles are fading fast. It started with the meshing of event & demand gen marketers during the virtual wave. The people breaking through now are tinkerers. They can wear every hat.  They can just figure things out. They move from campaign strategy to creative production to tech setup to data review without saying "that's not my job". I spend most of my day talking to event marketers. I see who is growing and who is stuck. The difference isn't just not “hard work” or “passion.” It's range. Here is what the standouts are doing: - Creating content that grabs attention and making sure it reaches people across multiple channels - Using AI not as a shortcut, but as part of an integrated workflow - Splitting data insights into Business Objectives vs. Event Improvement opportunities. - Stitching their tools together and coaching the rest of the GTM team to act on event data If you want to stay relevant in event marketing, you need: - Tool agility – Comfort switching between creative, automation, and analytics platforms without friction - Clear thinking – The ability to break down what makes an idea work and rebuild it stronger - Borrow-and-build mindset – Adapting what works elsewhere and making it your own - Data habit – Checking the numbers constantly and letting them guide your next move - Adaptability under pressure – Changing direction quickly when the results demand it There is no shortage of jobs. Many of our customers are hiring. But what I hear from them, is that there's a shortage of people ready for what those jobs now require. The people who will win are those who combine strategy, execution, and adaptability into one package. Continue developing your 'range'.

Events typically account for 21% of corporate marketing budgets according to Splash (SplashThat.com), which means that if your marketing budget is $1M per year, $200,000 will be allocated to event marketing. To achieve a good return on investment from event marketing, it's important to consider the following: 1. Forecast the challenges that your Ideal Customer Profile (ICP) will face in the future and lead the way in changing their mindset, behavior, and approach to implementing solutions. 2. Plan events at different stages of the marketing funnel: - For awareness, consider panel talks, conferences, founder live sessions, debates, and community meetups. - For consideration, host thought webinars, case study deep dives, and events with partners. 3. Set measurable metrics for events, including: - The number of relevant ICPs invited - The number of relevant ICPs who attended - Brand affinity - Net Promoter Score (NPS) - Brand reach generated - Demos - Signups - Potential revenue (in case of longer sales cycles or time-to-paid conversions for shorter cycles) - Sentiment of people who talked about the event - Number of people referred to for future events. 4. It is recommended to have a combination of personal and automated communications throughout the event campaign. Personal Communications: - Invitations from the founder - Invitations to team members - Shoutouts to the community - Shoutouts to creators - Promotions for influencers Automated Communications: - Sending necessary communications to educate and entertain attendees, as well as to set expectations regarding what to look forward to during the event. - Conducting surprise polls and contests during the event. - Configuring email/phone number automations based on the relevant ICPs (Ideal Customer Profiles) with appropriate messaging. Hope this helped today for anyone who wants to crack #eventmarketing in #b2b. Feel free to share it within your org and help your peers grow.

Steal our event playbook to drive a 7x ROI on events. Events are a critical part of our GTM at Brij. Why? They cut through the noise, and are an efficient way to see and build credibility with multiple stakeholders in your business. If I were to guess, National Retail Federation will dramatically outpace that average. What works so well? 1. Preparation is critical We’re starting outreach weeks if not months before the events. We’re pulling lists and scraping LinkedIn to see who is speaking and who is attending. Outreach comes from every channel, email & LinkedIn…but especially LinkedIn. 2. Connect with Partners We’re pinging all of our partners to understand who is attending, who is hosting, and how we can collaborate. Partners are such a rich part of this ecosystem and building those relationships is critically important to our success. 3. Host something around the event This time, it was a coffee. Sometimes we do dinners. Other times we’re being a bit more creative. Hosting an event allows you to extend an invite to prospects where you can “give”… instead of just effectively asking to let them sell to you. I can’t stress enough how important it is to lead with giving. 4. Schedule check ins with customers Events are just as important to meet with and strengthen relationships with existing customers. This is a great opportunity to find out what is next for them, get any feedback, and 5. Take detailed notes You are meeting hundreds of people in such a short period of time. It’s easy for conversations to slip you mind. I’m taking detailed notes of every conversation in my apple notes - and pairing it with a selfie that I take with someone. 6. Rigorous follow up This is absolutely key. All of those amazing conversations are meaningless without follow up. And don’t stop at just one ping - people are busy catching up on their jobs. Follow up immediately…and then follow up again. The TLDR: - Prepare  - Outreach - Host - Follow up This has been such a successful playbook for us. A few highlights from NRF: Catching up with friends, founders, customers, partners & investors: Rachel ten Brink, Grace Gould, Michael Ludwig, Nate Rosen, Nancy Gurd, Jess Cervellon, Shane Pittson, Michael True, Andy Cloyd, Zena A., Laura Colagrande, Conner Sherline, Neal Goyal, Aman Advani Megan Blissick Theresa Cowing Meredith Glansberg, Gina Lombardo, Arturo Rodriguez, Rishabh Jain, Sarah Nesheim, Jeff Magill PS - check out the behind the scenes snap 📷 of our every own Sarah Davidson being interviewed. Being honored for the RETHINK Retail award & celebrating alongside some incredible individuals in the industry — special shout outs to Melissa Minkow, David Polinchock, Melissa Tatoris, Nancy Rhodes, Laura Meyer, Dianna Antlocer #NRF #Events

In the rush to launch paid campaigns, it’s easy to focus all your energy (and budget) on a single channel. But relying on just one platform can leave your strategy vulnerable—and your results underwhelming. Got a budget? Check. ✅ Platform selected? Check. ✅ Ready to launch? 🚀 Hold on! Here’s the truth: Without proper media mix planning, your campaign could fall short of its full potential. Media mix planning isn’t just a fancy marketing buzzword; it’s a critical strategy for ensuring your message reaches the right audience at the right time through the right channels. Let’s break it down: 1️⃣ Diversify for Impact: Not all platforms are equal. While social media may increase awareness, search could significantly boost conversions. By diversifying your channels, you maximize your reach across the buyer’s journey. 2️⃣ Audience-Centric Approach: Your audience isn’t confined to a single platform. Some might scroll LinkedIn for professional insights, while others relax with YouTube videos. A well-planned media mix ensures you’re visible wherever they are. 3️⃣ Budget Efficiency: Allocating your budget across multiple channels doesn’t just increase exposure—it also reduces the risk of overinvesting in a single platform that may underperform. 4️⃣ Data-Driven Insights: A multi-channel approach allows you to gather insights from various sources, helping you understand what works best for your audience. This data is gold for optimizing future campaigns. 5️⃣ Resilience in Results: Ever faced an algorithm change or rising CPMs? A robust media mix ensures you’re not overly reliant on one platform, protecting your campaign performance from unforeseen challenges. Before hitting “Launch,” take a step back. Map out your channels, set clear goals, and align your message. The effort you invest in media mix planning today will pay off in better performance tomorrow. What’s your approach to media mix planning? Follow #socialJJ to read more marketing posts. #marketing #mediamixplanning