How do you tailor your event content to different stages of the buyer’s journey?

For large scale events, create different content focused on the key buyers you know will attend and their key objectives. It may mean you have a range of break out sessions from deep dive workshops, 1:1 expert meetings to thought leadership roundtables. Having a good attendee survey tool to check on whether you were resonating with the different audiences will help you optimize over time. 

I like to remind my team that the follow up is just as critical as the event itself. Having custom follow up can help advance the conversation forward. For larger scale events, ensuring you have a sound follow up strategy with your fields teams as well as nurtures set up can help drive conversion at scale.

If this is meant for a smaller scale executive event, we often will create a prep doc to inform the hosts about the key attendees' pain points, interests, and who they know at the company. We'll audit the session and/or collect notes from the notes from the host to ensure a customized follow up goes out via the host and includes the account team to continue the discussions where needed. If it's a buyer earlier in their journey, building an email nurture campaign with thought leadership content around the topics discussed at the event can also help primed them to take a call at a later stage.