On average, B2B Marketers are investing 18% of their annual budget in events, according to Forrester Research. Events — in all forms — are the single largest demand program expenditure, held back by outdated, siloed and resource-intense efforts, one of the hardest to measure. And yet, it’s the demand source most coveted by sales teams.

With the large expenditure and resource commitment, teams are under pressure to deliver and show clear contribution to pipeline and revenue. It is a perfect time for a fresh approach — starting with strategy, how to deliver the right event qualified leads, convert to opportunity and to thoughtfully measure and deliver results.

This workshop led by event and demand marketing leaders will provide strategy, hands-on advice, real-world case studies and an “Events-to-Pipeline Playbook” that you can put to work immediately to:

• Develop an events demand strategy and metrics, with and without sales
  Exercise: Shaping a Strategy Development Framework
• Create the right events mix, types and formats to deliver target prospects
  Exercise: Building Your Events Model & Audience
• Turn attendees’ engagement, experience and capture into Event Qualified Leads
  Exercise: Defining Event Lead Capture and Process
• Orchestrate a speedy, impactful event follow-up strategy and process
  Exercise: Establishing A Next Best Action Event Lead Plan
• Measuring event effectiveness and impact
  Exercise: Developing Your Events Dashboard and Pipeline ROI