Make the most of your marketing events

The year is already underway. You may have a number of live seminars, workshops, Web seminars (webinars), videoconferences, trade shows and speaking engagements planned for future months. Here is a short summary of how best to use events to drive sales and revenue.

- Leverage other marcomm tactics such as direct mail, email and telemarketing.
- Speak or exhibit at others’ events, saving the time and expense of running it yourself.
- Use events to move known prospects along the sales cycle, rather than focusing on those who are new to your company.
- For mid-stage prospects, use “bite-size” events, such as “lunch and learns,” “executive breakfast briefings,” or Webinars.
- For hot prospects who have already indicated they are close to buying, offer events that will give them details they need to make the final decision.

I go into more detail about this making the most of events in your marketing plan in my article “[What role should events play in your marketing plan?](http://www.sales-lead-experts.com/tips/articles/event-role.cfm)”.

event planning, B2B marketing