In today’s hyper-crowded global marketplace, brands have to fight their way to the customer’s attention. But there’s one marketing channel that continues to consistently yield high engagement, awareness, and lead generation – events! Whether it’s a lunch and learn session or a trade show, events turn conversations into conversions.
So, if events aren’t already part of your marketing strategy, now’s the time to change that. They can fit into any part of your funnel – from prospect to retained customer - and scale with your goals. The most popular prospect-focused event types include conferences and tradeshows, while the most effective customer-focused event type is product launches. That being said, brands are increasingly hosting a wide array of events to market their products and services, including flagship events, local field marketing events, community or networking events, webinars, digital experiences, and so on. As the event type changes, so does the primary marketing metric met - from collecting qualified leads to bottom-funnel movement and from customer retention to cross-selling. What remains constant is the undeniable truth – event-led growth is the key to marketing success.
Marketers who adopted ELG were a whopping 140% more likely than those who didn’t, to have an average company growth rate of over 50%. (Splash) The good news? You don’t need to be an event marketing pro or have a massive team to get started. That’s where Cvent Academy comes in.