Like inbound, event marketing has finally become a core rev gen channel in its own right. In many ways, this is the change many field marketers have been calling for — but it comes with a whole new set of responsibilities.
With ROI and ROE firmly at the forefront, the days of ‘host and hope’ events are officially over.
Today, field marketing is positioned at the center of any smart marketing strategy. Because when field marketers can effectively leverage the power of ABM, they become an unstoppable force for any fast-track growth team.
Director of Global Events, Commercial at Medallia
Field marketing and demand gen teams have more pressure to prove their worth. And they have to do it (in part) by using online events.
I think more than anything, the past year has made event marketers rethink their strategies, and we've proved that virtual events can work if you know how to do them right. I was a live events professional for 10 years before COVID forced me to learn an entirely new skillset. I had no virtual event experience, not even webinars, and have spent more time thinking outside-the-box this year than I've had to in a long time. Moving forward, I think we're going to be required to keep up that mindset, even as in-person events come back. I think the days of renting out boxes at hockey games, slapping our logos on sponsor signage, and programming conferences with 10 hours of breakout sessions are mostly over. What I've learned most of all is people are really looking for connections and experiences. We have a huge opportunity now to really blow up everything we thought we knew about event marketing and make it exciting again.
*Be sure to split your number of qualified registrations and actual attendees between New prospect/MQL/SQL/Customers based on whether you’re measuring a new or existing pipeline.
Founder, The Vendry
We've moved to measurable event ROI and ROE vs. hosting events that we believe our guests want. We've started focusing more on the experience and the customer journey to effectively our events as a marketing and relationship building tool. We have affordable technology now that allows us to create immersive and trackable experiences.