Events are no longer standalone occurrences in the marketing calendar. They’ve evolved into integral components of a comprehensive, year-round marketing strategy. This transformation was the focus of a recent session, while at HubSpot Inbound, featuring insights from our industry experts: Daniel Murray, Jay Schwedelson, Katie Lambert, and myself.

Here are the highlights of what was covered:

The evolution of event marketing

Transforming event marketing begins with recognizing the power of events to build community and foster loyalty. 

As Katie pointed out, “Events are experiences that can leave lasting impressions, long after the event is over.” This perspective shifts the focus from short-term gains to long-term relationship building.

Jay challenged conventional wisdom with two hot takes: 

1. “You are not sending enough emails to promote your events.” This suggests that marketers are overlooking the power of email marketing. Leveraging it more effectively could be the key to boosting your event’s visibility and attendance.
2. “Nobody knows who your speakers are. They are attending because of the content and the topic.” This insight highlights the importance of curating valuable content, emphasizing that the substance of your event can trump the allure of high-profile speakers. 

Content repurposing

Content repurposing emerged as a crucial strategy for maximizing event value. Events were described as a “content goldmine,” offering opportunities to create various marketing assets. These include blog posts, podcasts, audiograms, and social snippets. 

That’s why aligning your event content strategy to your overall marketing strategy is critical – to ensure cohesive messaging, amplifying reach, and drive engagement long after the event concludes. 

Daniel introduced the concept of creating a “Costco Sampler” with content – providing bite-sized, shareable pieces to attract audience interest.

It highlighted an often-overlooked source of content: attendees. Marketers should tap into their community by resharing event summaries, recaps, and other content created by audience members. This approach not only provides fresh perspectives but also fosters deeper engagement with the community.

While repurposing is valuable, Jay Schwedelson cautioned against overdoing it. He came in with another hot take, and emphasized the importance of live elements in events, stating, “Having live portions of your content is critical. Stop being Netflix.” This approach creates a sense of exclusivity and urgency, encouraging real-time participation – that all important FOMO factor.

We also talked about the importance of channel selection. Rather than trying to be present on all platforms, marketers should focus on the channels that work best for their community and align with their resources.

Leveraging event analytics

Leveraging event analytics was identified as a crucial component of a successful event strategy. The integration of event data with CRM systems allows for improved future events, identification of high-value leads, measurement of content engagement, and personalization of follow-up communications. This data-driven approach enables marketers to prove ROI and make informed decisions about their event and content strategies.

A key takeaway was the importance of involving Marketing Ops teams in selecting event solutions. Ensuring that the chosen platform integrates seamlessly with the company’s CRM is crucial for maximizing the value of event data.

Conclusion

What an amazing turnout! Thanks to those who attended our session in person, and for those who weren’t able to make it, I hope this recap blog gave you the key messages from our session.

To recap, we’re seeing a transformation in how events are perceived – from one-off occurrences to an integral part of a year-round marketing strategy. By focusing on community building, strategic content repurposing, and data-driven decision making, marketers can significantly increase the impact and value of their events.

Want to chat with us? Connect with the dream team on LinkedIn.

• Jay Schwedelson, President and CEO, Outcome Media
• Daniel Murray, Founder of Marketing Millennials
• Katie Lambert, Director Solutions Partner Marketing & Enablement, HubSpot
• Kristen Koenig, RVP & Video GM, RingCentral

Originally published Oct 02, 2024