Events are far from dead

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As marketers, we've constantly discussed the 'end' of various tactics like email, webinars, and paid marketing.

I’ve heard countless times throughout my career that events are an expense, not an investment.

The pandemic pushed us into a digital-only landscape, highlighting the importance of in-person human connection, and how it’s critical in driving growth.

I’ll be honest, I haven’t always believed that events could drive a positive ROI. But that’s mostly because in my career I saw the act of sponsoring events via booths.

You spend a ton of money on a booth, fly out several sales reps, a few BDRs, and maybe a marketer or two. You stand on the expo floor that’s normally out of the way from the main event. You bribe event-goers with cheap swag or a chance to win an iPad for a badge scan.

And we wonder why 90% of those meetings we set are ghosted… 👻

But there is a better way.

A way that will make events a critical part of your marketing strategy.

And yes, you can even do this as a solo marketer or a small team.