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How do you attribute revenue and pipeline growth directly to specific events?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

I would attribute revenue and pipeline the same way I do for any other campaign, according to the company's attribution model. This usually look like some version of the ...

451 Views

What strategies do you employ to engage attendees before, during, and after the event?

Kexin Chen

Harvey Vice President Marketing • 9mo

For an event, I think it's critical to align on a compelling reason for attendance. Getting specific on the title level and purpose helps clarify what content/format is b...

412 Views

How do you allocate your budget across different types of events and activities within an event?

Kexin Chen

Harvey Vice President Marketing • 2y

The events team funds the overall structure and footprint of our event. However we partner heavily with the field marketing teams who have supplemental budget to fund anc...

843 Views

How do you capture and manage leads generated from events to ensure they are effectively nurtured?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

In some of my other answers, I've talked about the importance of timely outreach and personalization from sales. This is critical, but only if leads are warm or ready. A ...

426 Views

What are your best practices for follow-up communications post-event to maximize conversion rates?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

Be quick and personalize, personalize, personalize. There's not much else that's going to help you.Reach out ASAP after the event - the next day if you can download your ...

451 Views

What criteria do you use to select events that have the highest potential ROI?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

Historical data is going to be your biggest assist when selecting events that have the highest ROI. However, historical data is not always available. Here are some other ...

481 Views

How to get to a well known company if you don't have any in your portfolio (yet)?

Kexin Chen

Harvey Vice President Marketing • 2y

This can be a challenge, but generally once you have one or two, the rest become easier over time. A few approaches to consider:Run analysis to understand who is relevant...

769 Views

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

Kexin Chen

Harvey Vice President Marketing • 2y

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 sessio...

803 Views

How do you stay ahead of industry changes and continuously innovate your event marketing approach?

Kexin Chen

Harvey Vice President Marketing • 2y

Being in B2B, I personally find B2C to have the best experiential marketing. I truly believe you can find inspiration for events in your day to day life. It's about creat...

785 Views

Which event management platforms and tools have you found most effective for streamlining event logistics and tracking performance?

Kexin Chen

Harvey Vice President Marketing • 2y

Despite working at a Fortune 500 company, we're relatively simple. We use a good amount of our own technology (IE: Marketing Cloud for invites at large scale events, Sale...

926 Views

Demand Generation Strategy · Event Marketing Strategy