In an era of increasingly sophisticated digital tactics, one question that is often raised is, “Are events still relevant?”
Clearly the answer is yes for many companies. According to research by SiriusDecisions, B2B companies with revenues ranging from $100M to $1B devote between 30-40 percent of their marketing program budgets to in-person events. Their challenge is to attain the maximum effectiveness from that spend.
In a new webinar, Cheri Keith from SiriusDecisions joined me to share the essential elements of a modern event strategy. It’s an opportunity to explore the strategies and tools that can improve an event’s effectiveness for the company and the experience for its attendees.
Start with a strong taxonomy
Internal buy-in is key, but you can’t assume that the classifications of various types of events, including their duration, budget parameters, and expected ability to influence content are fully and consistently understood throughout an organization. There can be large disconnects regarding how events are planned and managed and the level of time and resources devoted to any specific event or even an event category.
Having a strong and well-communicated events taxonomy can help put everyone on the same page, smoothing the way for not only more coordination across various groups within the organization but also acquiring more valuable data in the post-event phase.
Identify the three core pillars for a modern event strategy
Organizations should align their goals and focus their activities on three pillars:
- Event support to bring together principles, processes, organizational interlock, and technical infrastructure for successful event creation and attendance.
- Event logistics overseen by internal managers and aided by external specialists in organizing and staging events.
- Event experience generated from a holistic view of an event that focuses on the complete pre-event, event, and post-event experience for each attendee.
This webinar examines how each of these pillars are essential to a successful event and how they fit into an integrated event management framework.
Maintain messaging consistency
One pernicious challenge with events is inertia, or the tendency to fall back on what was done previously without due regard for changing markets, products, campaigns, or even company direction.
That problem is addressed by creating a campaign framework that enables marketers to comprehend the customer lifecycle and coordinate core campaign elements across all the organization’s marketing and sales efforts. This webinar explores how you can leverage event data throughout the customer journey to make sure your communications are on-message and appropriately timed for successful engagement.
Putting insights into action
In addition to helping you view the elements of a successful event in the context of internal buy-in, consistency with core messaging, and memorable experiences, the webinar outlines how the capabilities of Dynamics 365 for Marketing provide a powerful yet easy-to-use way to organize events with ease.
Watch the webinar: Organize successful modern events with ease
Watch the webinar to see how you can optimize resources by connecting the tools, tactics, and metrics used for in-person or digital event planning. Get a road map for implementing best practices and see how thoroughly and quickly you can create a personalized customer journey for every invitee. You’ll find that however complex and challenging events can be, you will be able to organize successful modern events with ease.
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