Driving Revenue through Events: Strategies for Every Stage of Growth

Introduction: The Strategic Value of Events in Business Growth

Events are a crucial part of building deeper relationships and driving business growth. However, it can often feel overwhelming to achieve consistent ROI and create a process that produces quantifiable results. For businesses or associations aiming to generate bottom-line results—whether it's new business in the pipeline or engaged, satisfied members—the key to success lies in designing event content that resonates with attendees and sourcing speakers who address their needs and interests. This guide outlines strategies for leveraging events at every stage of growth to maximize revenue and impact.

This guide was inspired by our recent Sessions webinar with our Event Marketer in Residence, Bryan Funk. Bryan and his team were able to build a high-performing event series which ultimately grew from weekly webinars to a flagship event while increasing ARR from $2.5M to $100M in just four years. It's a growth trajectory that Bryan outlined in detail during last week's conversation, and one that he explained is achievable for your event marketing team with the steps below.

As Bryan emphasizes, "Events are core to building our business. It helps us develop deeper, richer relationships with customers, partners, prospects." This guide outlines strategies for leveraging events at every stage of growth to maximize revenue and impact.

1. Starting Small and Scaling Up

To achieve consistent growth, prioritize delivering value over audience size. Focus on engaging your Ideal Customer Profile (ICP) consistently, regardless of event scale.

2. Integrating Events into Your Strategy

Align events with your broader go-to-market strategy to ensure they contribute meaningfully to revenue generation and business objectives.

3. Targeted and Personalized Event Strategy

Tailor your events to specific segments of your ICP using verticals or other criteria. This approach enhances relevance and effectiveness.

4. Collaboration Between Marketing and Sales

Forge a strong partnership between marketing and sales teams to drive higher registration rates and strengthen customer relationships.

5. Scaling Up to Flagship Events

Evolve from small webinars to large-scale flagship events to broaden your reach and amplify your impact in the market.

6. Involving Subject Matter Experts

Feature product and solutions experts in your events to demonstrate thought leadership and provide valuable insights to attendees.

7. Maximizing Post-Event Activities

Extend the value of events through post-event activities like content syndication and ongoing engagement with attendees and speakers.

8. Balancing Promotion and Content Creation

Maintain a structured approach to promoting events while consistently producing high-quality content to sustain audience interest.

9. Leveraging Successful Webinars for Growth

Use successful webinar models to expand your reach and launch broader marketing initiatives based on engagement and feedback.

10. Tracking Key Metrics for Success

Measure success through metrics such as net new leads, lead reactivation rates, and projected revenue to optimize future event strategies.

11. Understanding the Customer Journey

Analyze how events contribute to different stages of the customer journey to refine targeting and improve overall conversion rates.

12. Empowering and Holding Teams Accountable

Empower team members with clear roles and responsibilities, supported by measurable metrics, to optimize event execution and scaling.

13. Leveraging Influencers and Industry Figures

Collaborate with influencers to boost event credibility and attract a broader audience, complementing internal efforts for maximum impact.

14. Strategic Partnerships for Event Success

Form partnerships with influential industry figures or platforms to enhance event reach and effectiveness, leveraging their networks and expertise.

15. The Role of Co-Presenters in Enhancing Events

Engage partners as co-presenters to enrich event content and draw influential attendees, enhancing overall attendee experience and engagement.

16. Maximizing Speaker Value and ROI

Beyond event execution, focus on maintaining ongoing engagement with speakers to maximize their impact and ensure a mutually beneficial relationship.

Conclusion

By starting small and prioritizing value over size, integrating events into your broader strategy, targeting specific segments of your ICP, and fostering collaboration between marketing and sales teams, you can set a strong foundation. As you scale up to larger events and involve subject matter experts, the impact of your events will grow. Post-event activities, balanced promotion and content creation, and leveraging successful webinars for broader reach are essential steps in maximizing your event's value.

Tracking key metrics and understanding the customer journey will refine your strategy, while empowering your team and collaborating with influencers and industry figures will boost credibility and reach. Strategic partnerships and engaging co-presenters will further enhance the attendee experience. Finally, maintaining ongoing engagement with speakers ensures a mutually beneficial relationship that maximizes their impact and supports your long-term goals.

By following these strategies, you can create a robust event program that not only meets your immediate goals but also supports sustained growth and engagement. Are you ready to take your events to the next level? Subscribe to our weekly live Sessions to stay updated on the latest insights and strategies in event marketing.

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About Sessionboard

Sessionboard’s deliberate and sole focus on continuous innovation of the speaker and content management process has created a best-in-class platform that saves organizers hundreds of hours per event, helps aggregate and optimize their speaker network, provides speakers with a streamlined and modern experience, and empowers marketing teams to optimize their content strategy year-round.