[Upcoming Event] Turning Events from Budget Sinkholes into Demand Generation Goldmines

Demand generation teams are under constant pressure to deliver measurable results, and events can be a double-edged sword. They are expensive, time-consuming, and often difficult to tie directly to ROI. Add to that the clear expectation from Sales that you will be able to hand them “ready-to-buy” leads once the event is over, and events can be one of the most daunting aspects of creating an effective demand generation strategy.

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Here are some of the things Marketing teams are up against when it comes to turning an event into a lead-generating machine. 

High Costs Without Guaranteed ROI

The sheer cost of hosting or participating in events can set a high bar when it comes to showing a return on investment. Whether it’s a virtual summit, trade show booth, or corporate conference, the expenses add up quickly. After pouring resources into an event, demand gen teams may struggle to demonstrate how the event directly contributed to revenue. While you might generate a lot of buzz and collect a decent number of leads, proving that these leads turned into customers can be a murky process. This difficulty in tracking the event’s impact on revenue is a constant thorn in the side of demand generation teams.

‍Lack of Measurable Data

One of the most challenging aspects of promoting events is the need for concrete, measurable data to prove its success. Leadership wants to know, did the event actually drive conversions? How much pipeline did it generate? How long did it take for attendees to turn into sales opportunities? Without a strong demand generation plan in place BEFORE the event, there will be no way to prove if it was effective once the event is over. 

Difficulty Aligning Sales and Marketing

The hand-off of event-generated “leads” to Sales can be fraught with its own set of challenges. Sales teams often expect marketing to deliver a list of "hot" leads from the event that they can use to close deals. Marketing teams know that not every attendee is ready to buy and will need to be nurtured over time.

This disconnect can lead to frustration on both sides, making it harder to demonstrate the event's success in driving revenue. A lack of alignment between Sales and Marketing not only hinders collaboration but also impacts the overall effectiveness of the event.

Re-imagining Event Success

So, what if there was a way to make events less of a burden and more of a lead-generating powerhouse? Imagine how much easier life would be if your team had a clear strategy for promoting events before, during, and after they happen. A guiding set of principles to help you maximize attendance and properly handle those attendees once the event is over. 

To make sure you have the knowledge you need to turn your next event into a lead-generation goldmine, The Juice is hosting a webinar on Tuesday, September 24 at noon (ET). This insightful discussion, titled "Content Alchemy: Turn Your Event Budget into Demand Gen Gold," features Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast, and an executive from Compose.ly. 

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]This webinar will help you master:

• Pre-event promotion: Generate buzz and excitement by reaching out to your target audience well in advance, through emails, social media campaigns, and personalized outreach. 
• Data capture: Create a formula for the data you need, when you will collect it, and how you will use it. This will increase the likelihood they will convert into leads.
• Post-event follow-up: Implement multi-step lead nurturing that goes beyond a simple “thanks for attending” email. By using data gathered during the event, you can segment attendees and follow up with personalized content, webinars, or demos that speak to their specific needs.

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PLUS, we will open the mic for a LIVE Q&A session to answer your specific questions. Everyone who registers will get access to the replay link, so register today, even if you can’t join the live session. Registration Link

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