How do you plan and execute sales events and campaigns, such as webinars, trade shows, or email marketing?

Planning and having a strategy is the crucial part. Ideally, I plan on a yearly basis on the events calendars the important events and roadshows in advance which allows me to work on enough time to gather all the collaterals requirements/ Budget/ and final execution plan to have a successful event

While this topic and the contributions are good and worthy, the subject is misleading. While the Objective is to generate sales, the activities are all marketing-based, not sales based. Marketing experts should be weighing in; not sales experts.

What’s worked for me in the last 30 years, across industries and practically in every continent: 1)Having a compelling hook- to achieve the stated objective in the most SIMPLEST form. 2)Creatively STAND OUT, to make it clutter free. 3) Creatively present a VALUE ADD (with the help of feedback from the prior events), while not losing out on the theme consistency, to re-register and connect. Best!!

Besides planning ahead, I definitely believe defining what success looks like at the beginning is critical. What does your team look like that you are bringing to trades shows/seminars? I like to bring a mix of hunters who are out to get new leads as well as members who are there to keep our top clients away from the competition (dinners, shows etc). Try to develop a target list ahead of time as well. Have a way to capture your leads and track through the pipeline. If the show doesn't bring value, scratch it. Some shows the value is in walking the floor, and others is having a bigger presence (booth). Seminars and webinars; are you comfortable with the competition joining them? They will be! Also, have a blast.

Absolutely, setting clear objectives and defining key KPIs is essential for the success of any sales event or campaign. It helps you stay focused, allocate resources effectively, and evaluate your performance accurately. Whether it's increasing brand awareness, generating leads, or improving conversion rates, having a well-defined plan is the first step to achieving your goals.

Format absolutely matters. I have seen closed-door private "CXO Wine & Dine" events where you bring together a small group of Execs (ICP & Exec Sponsor for your product) together and one of them, a customer of yours, then takes the stage to discuss problems in their space and how your application solves for that. The other end of the spectrum is throwing a wider net via outreach campaigns and going after thousands of potential leads via Email marketing. The format is key.

I need to factor in technical requirements, audience preferences, and our resources when choosing the format and platform. Testing and optimizing our chosen platform before the event or campaign launch can help ensure a seamless experience for us and our audience.

creating and promoting content that resonates with your target audience is crucial. Whether it's a webinar, trade show, or email campaign, tailoring your content to your chosen format and platform is key. This involves crafting compelling titles, descriptions, and presentations, as well as utilizing the right promotion channels. It's all about delivering value to your audience and achieving your goals effectively.

Content is where true marketing differentiator shines. In a world where platforms are free and content is so dense and frequent, the ability to standout comes from a good copy. The last time I was at SaaStr, more than half of them had "pipeline" in their booth messaging coz the ICP at an event like this would find that meaningful. It is another story that many of them had nothing to do with the pipeline but abused the messaging coz it acts as lead magnet. I would not be surprised if they find that SaaStr campaign generated amazing leads but "hey! Why do we see so many drops in SQL stage?" True marketing sells what their product can deliver.

This is what it comes down to eventually- Your Content The most important part is your content strategy, your buyers are not going to buy if they do not see your product helping them either to solve the problems or to fulfilling their vision of business goals. Content - An insight about how your buyers day to day life looks like and where we are making an impact with our product or service to empower them. Content Delivery - How you can deliver more personalised content as per demographic, work culture, engaging questions Feedback and Followup - Content should always end with a curiosity to learn more so feedback and followup becomes important to take it to next level

Advertising your event is one way of attracting your target audience; promotion within your network is also a key component of your marketing strategy. The network effect is true in this scenario. Your affiliates will be your biggest advocates for your events, make sure to leverage those connections to attract their interest as well as their network groups.

In creating high-quality, relevant content and strategically promoting it across appropriate channels, we increase the visibility of our sales event or campaign, engage our target audience, and maximize our chances of achieving our defined objectives.

Francium is the world's most expensive element. Francium is radioactive. And if you paid attention in your chemistry classes, you would remember "half-life" - the time taken for the radioactivity of a substance to fall to half its original value. Francium has the shortest half-life of them all: 22 minutes ?? But hey! If you thought Francium has the shortest half-life out there, you have not met "Leads" in B2B SaaS. ?? A 1-minute response time to a lead can lead to 391% more conversions! ?? Calling after 30 minutes is 21 times less effective ? The first vendors to respond to leads win 35-50% of #sales! Slow and steady might be good in life, but not in sales?? Don't let your leads decay, respond to them fast!

Follow up is absolutely crucial, the key to success. Some companies invest a huge budget for flashing booth, marketing materials, goodies and so on but completely skipping the follow-up. There are many reasons for that. The most obvious is daily business. Indeed, after almost one week out of the office, you are completely overwhelmed: you have to answer to the 550 on hold emails, to prepare the next meetings, to work on monthly report and you have the feeling that the event is behind you. To avoid this, follow up must be included in the road map from the very beginning with preallocated defined ressources. If you are not able to properly manage the follow up, do not spend money and ressources in a new event. It doesn't make any sense

Absolutely right! Executing flawlessly and following up diligently not only enhances the current success but also sets the foundation for stronger relationships, improved strategies, and better results in future sales initiatives.

Follow up is one of the most crucial part of events and campaigns. It sets the tone for the rest of your interactions with the client. But immediately fosters that sense of attentiveness to your client as well.

The whole GTM campaign piece starts with objectives. It neatly ends with measuring to complete the cycle. Once executed, you need to know how the campaign fared. The objective for, say, the Dreamforce campaign was to generate 1000 MQLs to be able to recover the booth cost, flights, stay, and give-aways and generate revenues on top of it. - How many did you really generate? - Was this better than the last Dreamforce based on RoI? Say you launched a LinkedIn Ad campaign and a Google Ad campaign simultaneously. If one is doing that the better, can you optimize and reallocate the cost from Google Ads to LinkedIn Ads? Can you measure the Avg. Campaign Members per campaign to arrive at this decision?

In the final phase of planning and executing sales events and campaigns, the crucial step is evaluating and optimizing performance and results. Begin by comparing actual outcomes with the predefined objectives and metrics, identifying both successful strategies and areas for improvement. Incorporate feedback from the team, audience, and stakeholders to refine future initiatives.

When we launched RevSure out of stealth, it was at SaaStr and with a big booth. Nobody had done that before! Did we have enough data to back this decision? No! Did we have enough research around why the bet would pay off? Yes! We had very clear objectives on why this was important for us and to measure it. GTM events are built on available data and course corrected on what we learn from our immediate environment. In a way they are just like landing a rover on the moon!