Hello, Event Marketers 👋 If you’ve come looking for salary benchmark information, you’ve come to the right place. Welcome!
At Goldcast, we’re committed to supporting and creating more transparency in the Event and Field Marketing community. When researching for our own internal events roles, we noticed a glaring gap in salary and compensation data.
Of course, some data is available through sites like Glassdoor and Salary.com. But outside of these walled (and potentially biased) gardens, we couldn’t find many reliable sources for this data. So, we decided to create our own report.
Our 2022 report includes responses from 205 Field and Event Marketers across 31 states and from companies of various shapes and sizes. Most respondents were based in the United States with an emphasis on major cities like San Francisco, Boston, and New York City. We had participants across all levels of seniority, including associate, manager, director, and vice president job titles.
While we did our best to reach a relatively diverse group, we acknowledge that this is a small sample size. This is our first compensation report, and we are excited to make this initiative bigger and better every year. And if you’re reading this and didn’t have a chance to participate, we hope you’ll consider contributing next year.
Enjoy our free report walkthrough video below, and keep reading for tips on how to negotiate for the salary you deserve.
Let’s address the most pressing statistic in the report, the average event marketing salary.
We’re thrilled to report that the average salary for an Event Marketer is $125,000 per year.
While this number looks really impressive on paper (and it is!), averages alone aren’t entirely useful. Where you’re based, your title, and how long you’ve been in the field all contribute to your compensation.
Luckily for you, we break this down a bit more granularly in the full version of the report. Check it out for a deeper dive into how salary changes with location, tenure, and more.
💰 Dig into the data—check out the full version of our Salary Report.
Look at five event marketing job descriptions, and we bet you’ll see five totally different roles. An event marketer’s job has evolved rapidly over the past several years, particularly in the B2B context.
What used to be a blanket “event planner” role has evolved into a revenue-generating function, and Event Marketing Managers are often expected to own pipeline and revenue numbers.
Sarah Reed, Vice President of Global Events at ZenDesk, summed it up nicely in her episode of Event Marketers Live:
“The traditional ‘event planner’ role at B2B companies is evolving into ‘event marketing.’ That’s where the industry is going. The big difference is event planners are all about overall event management. But marketers are also responsible for both the event management and performance-based components. It takes a lot of strategic thinking.”
While owning a pipeline or revenue number might sound intimidating, with risk comes reward. Our report also found that 50% of event marketers report bonuses and additional pay. And what are those bonuses based on? You guessed it: Pipeline influenced or pipeline generated.
⚡️ Read more from Sarah about ZenDesk’s global events strategy.
Alright, so you’ve seen the average event marketing salary, you’ve explored the report breakdown, but you’re still not sure you’re getting paid a market salary. We get it—it’s complicated!
This is exactly why we hosted an in-depth Career Workshop session with Lindsey Lathrope, a certified career coach and salary negotiation extraordinaire.
We’ll summarize her framework and tips below, but we highly recommend watching her full session for all of her hot tips.
First things first, it’s essential to understand your total compensation.
Base Salary + Incentive and Bonus Pay + Benefits = Total Compensation
Compensation consists of so much more than just your base salary; incentive, bonus pay, and benefits are all part of the equation.
Benefits, in particular, are an extensive category where there can be a lot of room for negotiation. Outside of insurance, which may or may not be flexible, what are other perks that you enjoy or that you want? Think about things like:
Get creative! There’s a lot outside of just base salary that can and should be considered when negotiating. And, these perks can add some weight to your average total pay.
How well do you promote yourself at work? Do you ever share your personal wins? Celebrate your successes as an Event Marketer?
If you’re not actively promoting yourself, you absolutely should be! Don’t worry about coming off as conceited or arrogant.
Self-promotion can accelerate your marketing career path by saving time; you don’t have to work as hard to maybe someday get noticed. It also helps you build a community within your organization and enables you to give back to others in the same boat.
To get started, have a clear understanding of your career decision-makers. This applies to both internal folks, like your leadership or direct managers, and external folks, like clients, partners, or thought leaders.
We know what you’re thinking—external folks? Why do they matter? Well, according to Lindsey, the more that you are known outside your company, the more valuable you are inside your company.
“The more that you are known outside your company, the more valuable you are inside your company.”
✅ Here are a few simple ways to build credibility:
And don’t forget about the value of networking. It’s not selfish to leverage relationships for your own gain. You have valuable things to offer, too!
Finally, remember that your manager is not a mind reader. Make sure you’re having productive conversations around your accomplishments, your goals, and where you want to be in the next phase of your career—events or otherwise.
Finally, it’s time to talk about money. Eek!
Just the thought of approaching the topic can feel scary, but it doesn’t have to be. Do your homework and come prepared to have a candid conversation about compensation. And remember—everything is negotiable. Salary isn’t the only thing on the table when you’re talking total compensation.
“Remember—everything is negotiable. Salary isn’t the only thing on the table when you’re talking total compensation.”
The first tip is to negotiate and land a salary and benefits that you’re happy with BEFORE you ever accept a job offer. And, get your total offer with all benefits listed on paper. That way, there’s no room for error or confusion.
Of course, if you’re in a current role and trying to level up your compensation, this first tip isn’t as helpful (but good to keep in mind if and when you do make a move!).
If you’re looking for advice on starting meaningful conversations in your current role, don’t worry. Here are a few ways to maximize your :
When it comes to negotiation strategy, there are different philosophies on whether or not you should say a target number first. Just know that there’s truly no right or wrong way to do this—it really depends on your personal comfort level.
If you do feel comfortable coming out of the gate with a target, start with a range, and anchor the range with your ideal offer at the BOTTOM. So, if your target is $100,000 per year, ask for $100,000 - $120,000. Chances are, if you’re a good fit and the company is ready to make an offer, they’ll meet you in the middle.
If you aren’t comfortable, for whatever reason, naming a target salary first—don’t. You do not have to provide a target salary or even a range if you don’t want to.
Instead, turn the tables and ask the company what their budget is for the role. Whether negotiating a new role or discussing a raise, don’t feel pressured to spill your target first. Keep the conversation open and focus on the role and what you bring to the table.
If you’ve made it this far, just know that this is just the beginning. If you’re hungry for more, we highly recommend watching our Career Workshop session with Lindsey. It’s an hour well spent to get expert advice on landing the compensation you deserve as an Event Marketing Manager and beyond. Check it out, and let us know what you think!