The Well Newsletter #39

Hello and welcome to The Well, Planwell’s weekly newsletter, read by event marketing professionals around the world. Planwell is an event marketing agency trusted by dozens of small-team marketers from the best B2B brands. Learn more at Planwellco.com.

Setting Strategic Goals for 2025 in Event Marketing ??

The best event marketing strategies don’t start with a calendar—they start with clarity. Before diving into logistics, venues, or swag catalogs, it’s essential to define what success looks like for your events in 2025. Strategic goals ensure every decision, budget line, and activation ties back to a bigger purpose.

But goal-setting isn’t just about saying, “We want more leads.” It’s about creating specific, measurable, and actionable objectives that guide your planning, execution, and follow-up.

Here are a few key strategies for setting—and achieving—your event goals this year:

?? 1. Align goals with broader business objectives Your event goals shouldn’t exist in isolation—they should directly support your company’s larger goals, whether that’s increasing pipeline, boosting customer retention, or launching a new product.

• Example: If your company’s priority is entering a new market, your event goal might focus on building awareness and generating leads in that region.

?? 2. Be specific and measurable Vague goals like “increase event engagement” are hard to track. Instead, tie your goals to specific metrics:

• Lead generation: “Capture 200 MQLs per event.”
• Engagement: “Achieve an attendee NPS score of 70+.”
• Revenue influence: “Drive $1M in influenced pipeline across Q2 events.”

?? 3. Categorize goals by event type Different events serve different purposes, so tailor your goals accordingly:

• Trade shows: Focus on lead capture, brand visibility, and booth traffic.
• Field events: Prioritize relationship-building and deal acceleration.
• Conferences: Look at attendance rates, session engagement, and post-event follow-ups.

?? 4. Set short-term and long-term milestones Break your annual goals into quarterly and monthly milestones. This allows you to adjust strategies in real-time without waiting until year-end to evaluate success.

• Example: “By the end of Q1, achieve 50% of our annual event-driven pipeline target.”

?? 5. Know what success looks like—snd share it Make sure your entire team knows what you’re working toward and how you’ll measure success. Goals shouldn’t live in a deck; they should be visible, accessible, and revisited regularly.

Here’s to a year of focus, clarity, and event goals that actually deliver results.

Venue Recs: San Francisconbsp;

Planning a field marketing event in San Francisco? Check out these venues:

• The Cavalier: Experience British-inspired cuisine with a modern twist in the heart of San Francisco at The Cavalier, where classic dishes meet contemporary flair in a stylish and inviting setting.
• Benu: Immerse yourself in a culinary journey at Benu, a Michelin-starred restaurant offering refined Asian-inspired cuisine crafted with precision and artistry, creating an unforgettable dining experience.
• Novela: Step into a world of literary-inspired cocktails and sophisticated ambiance at Novela, where classic novels come to life through inventive libations and stylish decor in downtown San Francisco.
• Mourad: Indulge in the flavors of modern Moroccan cuisine at Mourad, where traditional ingredients are reimagined with innovative techniques, creating an elevated dining experience in a chic and elegant atmosphere.
• Tropisueno: Transport yourself to the vibrant streets of Mexico at Tropisueno, a lively taqueria and tequila bar offering authentic Mexican cuisine and handcrafted cocktails in a festive and colorful setting.

Create an author’s corner for thoughtful engagement ??

An Author’s Corner isn’t just a booth—it’s a magnet for meaningful conversations and a powerful way to spotlight your event speakers. Featuring books from your event’s keynote speakers, panelists, or industry thought leaders adds an intellectual layer to your attendee experience while giving speakers an extra platform to connect directly with their audience.

Imagine attendees browsing a curated collection of speaker-authored books, getting them signed in person, and having a brief but impactful conversation with someone they’ve just seen on stage. It’s not just about the book—it’s about the moment. This activation creates a more intimate, one-on-one experience for attendees while reinforcing the value your event delivers.

How to make it shine:

• Branded display: Create a cozy corner with stylish signage, comfortable seating, and well-organized book displays.
• Meet-and-greet sessions: Schedule time slots where speakers are available to sign copies and chat with attendees.
• Exclusive giveaways: Offer signed copies as part of a VIP package, attendee contest, or raffle draw.
• Content tie-ins: Have QR codes linking to speaker interviews, podcasts, or bonus chapters to extend the experience beyond the book.

Event Marketing Resources:

• Event Marketer Wrapped 2024: Celebrating 30 Leaders Who Made and Impact in Event Marketing This Year
• Marketing Conferences to attend in 2025
• Hear from the best Event Marketers Live

Leave the planning to Planwell

We know how time-consuming it is to thoughtfully plan and execute corporate events, especially with limited bandwidth, a rigorous calendar, and no new headcount on the horizon.

That’s why Planwell exists. Our team specializes in planning three types of B2B events: Trade Shows, Field Marketing Events, and Conferences & Summits. Learn morehere.