Why This Matters
Events (virtual and in-person) create concentrated opportunities for engagement, relationship building, and pipeline generation. Successful events bring together prospects, customers, and partners in a focused environment where meaningful connections happen. Events can accelerate deals, generate high-quality leads, and position your brand as an industry leader. They also provide content that can be repurposed for months afterward.
Common Strategies
Event registration strategies include: compelling event page with clear value proposition, multi-channel promotion (email, social, paid, partner), speaker promotion of their sessions, creating FOMO with limited availability, early-bird pricing or incentives, reminder sequences (7 days, 1 day, 1 hour before), post-event follow-up with recording and next steps, and nurturing no-shows with on-demand access.
Key Metrics
Registration rate, attendance rate (live vs. on-demand), no-show rate, engagement during event (polls, Q&A, networking), post-event conversion rate, pipeline generated, and cost per attendee.
Tools & Technologies
Event platforms (Zoom, Hopin, Bizzabo, Cvent, ON24), registration tools (Eventbrite, Splash), email marketing, and CRM event integration.