Corporate Event Management Best Practices:
Direct opportunities have become an important part of marketing efforts for B2B and B2C companies. According to Event Marketing 2019: Benchmarks and Trends Report, events are the most effective channel to achieve business goals. However, the number of moving parts with possibilities is significantly higher than with an email or social marketing campaign.
The key to a successful marketing campaign is to make the process repeatable so that the success of the campaign is always achievable. The process should be turned into a scalable plan that can be re-applied to future marketing initiatives. The same goes for events.
Setting general goals
Diving directly into a matchmaking strategy without setting achievable performance goals can lead to unsatisfactory results. That is why it is important to set aside enough time to formulate the objectives of an event. This process can also give your team the opportunity to present other creative ideas for corporate events.
Look at this initial goal-setting process so that each subsequent step aligns with the whole picture.
1. Define your audience
Whether you’re launching a B2C or B2B marketing campaign, you’re targeting a large group of individuals as part of an overall brand recognition strategy, or a small group of executives as part of an effective marketing strategy. your business opportunity.
For example, if you’re starting an account-based marketing strategy, you’ll want to focus on reaching out to your target customer and potential accounts.
2. Make everything measurable
Setting measurable goals makes it difficult to understand the impact of your event. For each key objective, add an event-relevant KPI to track progress and measure performance over time.
For example, if you increase the number of tickets paid for the event, we recommend that you keep the ticket vouchers up to date with the total number of tickets for the event.
3. Standardize event stats
Defining criteria is not always sufficient. If your opportunity strategy is a portfolio of multiple assets, you want to ensure consistent benchmarks across all opportunity campaigns. This is a great tool for analyzing data after an event because a coordinated view of all event data produces the most informative and achievable results.
Explore the solutions available for your event management software related to multi-opportunity analysis and reporting to learn how to better understand your metrics.
4. Align Goals Between Teams
Perhaps the most important aspect of the goal-setting process is to ensure alignment between the marketing and sales teams. Having a shared goal and linking the KPI to each team’s performance will encourage both groups to work together.
Manage your contact database
Once you’ve set your goals, the next step is to organize your audience and define what you want to achieve. Having a clean and reliable contact database is important not only for the event in question but also for all future marketing campaigns.
1. Integrate with your CRM
First, make sure you manage the event software with the customer relationship platform. It provides a central location for all contact information and makes it easy to manage your campaigns as you don’t have to switch on and off to reach different audiences. You may also be interested in exploring other software integrations during the event.
2. Audience Segment
Since all your contact information is in one place, you can use filtering features to segment your audience based on various characteristics, such as business type or industry. This will help you evaluate the number of clues for each category and run targeted marketing campaigns, as discussed in the next section.
3. Ensure GDPR and CCPA compliance
All these contact management best practices should be preceded by the fact that GDPR will have a major impact on the processing of this information. Although promulgated in the European Union, the General Data Protection Regulation applies to all companies dealing with EU citizens. Likewise, the recently passed California Consumer Protection Act is relevant to all California companies. This means that almost all companies must be complete and transparent in their data processing. Data protection should be a priority and it is important to describe how your company complies with the GDPR and the CCPA to maintain the trust of your audience.