Event Marketing Strategy

1 Answer
Kexin Chen
Kexin Chen
Salesforce Vice President, C-Suite MarketingMay 24
This can be a challenge, but generally once you have one or two, the rest become easier over time. A few approaches to consider: 1. Run analysis to understand who is relevant to the audience you're targeting and would be a hook for them to see. I've worked with social media agencies to ...Read More
356 Views
1 Answer
Kexin Chen
Kexin Chen
Salesforce Vice President, C-Suite MarketingMay 24
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...Read More
355 Views
1 Answer
Kexin Chen
Kexin Chen
Salesforce Vice President, C-Suite MarketingMay 24
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 creating memorable moments. Customers now expect the experiences they have in their personal life to carry over to the type of ease ...Read More
364 Views
1 Answer
Kexin Chen
Kexin Chen
Salesforce Vice President, C-Suite MarketingMay 24
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 ancillary events and the content and programming needed. Having clear tracking and reporting put into place to be able to measure ...Read More
374 Views
1 Answer
Kexin Chen
Kexin Chen
Salesforce Vice President, C-Suite MarketingMay 24
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, Salesforce CRM, Slack, Tableau). For event logistics and project management towards an event, we primarily use Google spreadsheets ...Read More
365 Views
1 Answer
Kexin Chen
Kexin Chen
Salesforce Vice President, C-Suite MarketingMay 24
For ROI, it's helpful to know what the outcome of the event is meant to accomplish (IE: generate, progress, and or close pipe).Can impact the content strategy and the audience criteria you target. It can be for both, but having clarity here also helps with aligning your criteria for ROI. We curre...Read More
387 Views