Event marketing guide

How to plan successful and cost-effective in-person events that meet business goals and deliver strong ROI

How will this event marketing guide help me and my business?

Whatever your business goals, in-person events can be a great way to help you achieve them. This guide will give you the strategic advice you need to run successful live events.

Whether you are looking to use events to generate more leads, reward and retain top customers, or want to position your company as a leader in the marketplace, this guide will help you understand the best type of event to achieve your objective.

The guide also now includes an editable event planning strategy sheet template to help you plan your event in a strategic manner. It includes all the key components of a successful business event on a one-page document that, when complete, ensures you’ve thought about the strategic framework of your event.

Looking for guidance on planning a digital event? See our Learning Path module on How to plan and promote a high-converting webinar.

Our Event Marketing guide will teach you:

• How to create a strategy for your event, and set meaningful goals
• How to align your event  marketing to your company’s overall business strategy
• How to chose the right format for your event
• How to maximize your event budget, what areas to prioritize, and how to run an event successfully on a limited budget.
• They key steps for promoting your event, which channels to use and how to get optimum results.
• Post event best practices for getting the best possible ROI.
• How to measure the success of your event and evaluate your ROI.

Who is this guide for?

This guide is for:

• Marketing Assistants, Marketing Executives and Marketing Managers
• Agency Marketers
• Consultants
• Small business/startup marketers

How is the Event Marketing guide structured?

• Step 1: Strategy and goal alignment (including editable strategy template)
• Step 2: Event Formats: An overview of different event types.
• Step 3: Budget control
• Step 4: Event Promotion
• Step 5: Event planning and logistics
• Step 6: Post-event best practices
• Step 7: Measuring Success and Evaluating ROI

Resource Details

• Format: 28 page PDF document, with editable event strategy sheet template
• Related recommended resources:
  • How to plan and promote a high-converting webinar – In this module, discover every aspect you need to cover for planning, promoting, hosting and measuring a successful webinar, with actionable steps and advice throughout.
  • Marketing Campaign Planning Toolkit.
• Authors: Mark Walker and Amelia Cooper

About the authors

About Mark Walker:

Mark Walker was former Head of Content Marketing at Eventbrite UK, and shares his expertise in the event planning business in this guide. Mark is a seasoned leader in go-to-market teams, and has spent the last 20 years spearheading growth in B2B SaaS companies and has advised/coached over two dozen startups on creating scaleable growth. He is now co-founder of RevvedUp.ai.

Amelia Cooper

Amelia Cooper is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 8 years’ experience in digital marketing, specializing in content marketing.