THE POWER OF EVENTS
How to Use Events to Drive the Buyer's Journey
No channel is as effective at developing relationships, generating demand, and driving advocacy across customers and prospects. But are you using the right event types at the right point in time to reach your events’ full potential? Here’s how you can create a strategy for your event channel to achieve success and drive ROI for your company.
Start the journey
Events in the awareness stage
Webinars
Connecting with your audience is the holy grail for any business. Whether you're exhibiting at a trade show or hosting a webinar, your choice of events will help you build those connections and brand awareness.
Networking Events
Events in the consideration stage
You’ve built some level of awareness with your audience. Now what? Events can help you get prospects to the next stage by providing additional touchpoints and opportunities for them to learn more about your products and services.
Events are all about connections. Networking events bring people together to connect, exchange ideas, and build long-lasting relationships. Hosting a networking event is a golden opportunity to get prospects in the room—and leave a great lasting impression.
Evaluation
Now your prospects are carefully considering your brand’s offerings—that’s a win! By crafting the right event experience at the evaluation stage, you’ll maximise the chances of getting prospects over the finish line.
Conferences
Conferences serve a multitude of purposes at different stages of the buyer’s journey. But at the evaluation stage, they help you engage with your audience on a deeper level, cultivate existing relationships, and build loyalty and retention.
Purchase, and beyond...
Training & Workshops
Your prospects are now customers…congrats! But the work doesn’t stop there. You need to continually engage with your customers to ensure that they stay happy and loyal. Here’s how events can help.
Training programmes contribute to post-purchase goals, including retention, adoption and customer expansion. Hosting regular training and workshops shows that your organisation is invested in your customers’ ongoing success.
Bringing it all together
As you plan your events, remember: events aren’t siloed activities. For maximum impact, consider how you can integrate your events with other channels, like social media, email, and content marketing, to continually engage with your audiences and build a holistic brand experience. And while that all might seem daunting, it doesn’t have to be. Managing your events from one event platform will allow you to execute your events seamlessly, capture valuable audience and event data, and share those insights across all your in-house systems.