Events 3.0: Modern Marketing for Event Professionals

Name: Events 3.0: Modern Marketing for Event Professionals
Rating: 4.1 (87 reviews)

Understanding full funnel marketing and how it applies to events

Created byLiz Lathan

Last updated 11/2021

English

What you'll learn

Understand modern marketing concepts as they apply to events
Design events to drive pipeline and revenue
Learn to speak the language of marketing for career advancement
Design a full funnel marketing plan for your events

Course content

1 section • 6 lectures • 4h 32m total length

Introduction to Modern Marketing for Event Professionals53:12
After learning the basics in this course, you will be able to:
Leverage the marketing persona to design your event experience for your target customer
Advise your marketing and content teams on how you can use 3rd party events to acquire leads
Balance your event portfolio for acquisition and development customers
Align your marketing content to your event portfolio based on the funnel
Set measurable goals for your events and actually measure ROI
How Performance Marketing Drives the Bottom Line1:04:02
Upon completion of this course, you will be able to:
Leverage or create an empathy map for your target persona to better market to their needs and enhance the attendee experience at your events
Understand what campaign managers are doing when they set up a marketing campaign
Understand how leads are qualified and scored
Converse with marketing and sales colleagues about opportunities and wins and understand how and when they are attributed to your events
Confidently explain how your events are contributing to the bottom line
Overview of marketing automation and digital marketing49:40
Upon completion of this course, you will be able to:
Determine whether content should be gated or shareable
Understand if an API can be used to move data into or out of a system
Leverage marketing automation to nurture your attendees and customers through the buyer’s journey
Implement a multi-channel or omni-channel marketing strategy
Deep dive into digital marketing32:22
Upon completion of this course, you will be able to:
Strategize with your campaign managers about your event’s Paid/Earned/Owned marketing placements and content
Develop a value ladder to drive attendees to your event
Craft compelling stories using an attractive character to get higher open rates of your email marketing messages
Understand how your marketing teams are measuring ROI on digital campaigns
Using these tactics for your events44:20
Upon completion of this course, you will be able to:
Identify influencers in your area, and determine if you will gain loyalty through influencers or advocates.
Create content and assets for top-of-funnel awareness.
Develop post-event assets that will help your sales team progress deals.
Consult with your executives and sales teams on when and how to use hospitality events.
Optimize your in-person events for a digital audience.
Creating the perfect audience acquisition blueprint using the strategies and tac28:47
Upon completion of this course, you will be able to:
Create a full funnel, omni-channel marketing plan to drive awareness and registrations for your event.
Enable your sales team to drive customers to register.
Partner with affiliates and influencers for greater share of voice in your industry around your event.
Create FOMO by engaging your attendees as soon as they register to spread the excitement.

Requirements

Some knowledge of events and marketing is helpful to keep pace with this course.

Description

The event profession has evolved dramatically over the last 30 years, from logistics to experiential and now into a full-fledged member of the marketing team. To stay competitive, event professionals need to speak intelligently about how events drive revenue, as well as be able to work seamlessly across the marketing and sales organizations. This course will help ensure that your event career is not a dead-end job, but is recognized as the hub of marketing activity, positioning you to be a more strategic member of the marketing team. In this course, you will learn basic marketing terms and how to apply them in business, as well as how to create an audience acquisition and content strategy that aligns with the marketing funnel to drive attendance to your events. You'll also learn how to create a full funnel event strategy for your quarterly or annual event plan. You'll leave with knowledge of marketing automation tools, account based marketing, and event how to leverage a customer advocacy program to drive pipeline and revenue. You’ll be able to not only maneuver throughout your marketing and sales organization and present to executives confidently, but you’ll position yourself for upward mobility in your event marketing career and have greater opportunity to climb the ladder.

Who this course is for:

Event professionals who need to learn marketing basics