The Marketing Trailhead
The Marketing Playbook
The Marketing Playbook
  • Introduction
    • The No-Fluff Marketing Playbook
    • Author
    • Join the Conversation
  • The Foundations
    • Know Your Playground
    • Marketing Team
    • Marketing Technology Stack
    • Lead Flow
    • Objectives and Channels
    • Content Production
    • Professional Survival
  • Marketing Channels
    • Outbound Sales
    • Referrals
      • Designing Referral Systems
      • Sample Referral Communication
    • Email
      • Webinar promo email
    • Content Marketing
      • Sample Content: An Article
      • Sample Content: A PR Release
      • Sample Content: A Legal Notice
    • Events
    • SEO
    • Facebook Ads
    • LinkedIn Organic in 6 Lessons
  • Marketing Frameworks
    • 4 Ps Growth Framework
    • Enterprise Marketing
    • Go-to-market [enterprise]
    • Growth Marketing
    • Small Business Marketing
  • Bringing It All Together
    • Marketing Strategy Sample 01
    • Marketing Strategy Sample 02
  • Good Stuff Collection
    • Marketing Mental Models
    • Advertising Mental Models
    • Marketing Principles
    • Growth Marketing Wisdom
      • Examples: Offer + Landing Pages
    • SaaS Wisdom
  • Business Wisdom
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  • Own, large, yearly customer events:
  • Own, smaller, frequent prospect events:
  1. Marketing Channels

Events

Useful information on this major channel.

Own, large, yearly customer events:

For a 200-300 person event in the US, the total spend could be in the range of US $250k - US $500k. Your firm can seek sponsorship from your vendors to offset the cost. Even your customers can sponsor the event provided you take care of any conflicts.

I remember, a major food delivery unicorn in India had sought sponsorship from from one of their vendors for its own tech event in Dec 2019. Since the unicorn was an important logo for the vendor, spending on sponsorship seemed okay to maintain that relationship. - Shantanu

These events serve multiple purposes:

  • Reinforce and build the brand.

  • Create upsell opportunities by introducing new products, features, alliances.

  • Build stronger customer relations, reduce churn.

  • Build relations with external stakeholders, advocate, champions, influencers, experts.

  • Generate a ton of content in terms of panel discussions, white papers, social media buzz, interviews, articles, news reports.

Own, smaller, frequent prospect events:

These events can be used to:

  • Engage product users or customer champions to demo how they use your product.

  • Attract prospects and engage leads and opportunities.

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Last updated 1 year ago