“Is this going to be ROI positive?”
A fellow marketer asked me that question Monday night on a Wrigley Rooftop. That’s the thing about hosting events for marketers. We all want to dig into the event logistics—we can’t help ourselves. But I think my answer might have surprised her.
“I don’t know. To be honest, I don’t really care.”
12 months ago, I would have cared greatly. We had just started going to and hosting events. We were measuring everything extremely closely. The ROI was so positive, so fast, we stopped worrying about each individual activity and instead focused on making sure each event had proper planning and follow-up. Then, we trusted the rest would work out.
Now, events account for sourcing over 50% of our pipeline.
The truth is, I do care if the event is positive ROI but I trust it’s going to be. We’ve seen it over and over again.
More importantly, I think it’s the right thing to do.
The alternative is not doing it—sitting at home, being reactive instead of being in-market being proactive. At a minimum, the event is building relationships, increasing brand awareness, winning hearts and minds, and delighting customers.
At this point, I can’t imagine not doing it.
I believe the best marketing strategy is breaking bread.
I’ve ran a lot of marketing campaigns. But nothing has ever been as consistent and reliable as hosting a dinner with customers and prospects. It’s intimate, it’s authentic, it’s fun, memorable, and, hopefully, delicious.
I’m now ready to add my second favorite marketing strategy:
Take me out to the ballgame.
The same holds true. Get your prospects and customers together. Get everybody out of their comfort zone. The conversations will be more authentic and the memories will last much longer than your automated email campaign.
So there you have it. In the AI era, I’m going to be turning my attention to more in-person events. The market is challenging, fast, and relentless. Let’s all slow down and spend some more time together.
Break bread. Go to the ballpark.
I hope to see you on the road in the second half of the year.
Until next time,
Jonathan
Fresh Episode of The Content Cocktail Hour:
In this episode, we are joined by PARABLE Brand’s Luke Frazier to discuss the authenticity of marketing, the evolution of B2B content, and the importance of creativity amidst data-driven strategies. Luke also brings a unique perspective on content marketing that challenges traditional B2B practices. From Luke's viral 'Sauna Series' to his insights on building genuine connections, this conversation uncovers the secrets behind successful content marketing.
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