{"id":77825,"date":"2023-01-05T11:52:12","date_gmt":"2023-01-05T11:52:12","guid":{"rendered":"https:\/\/www.airmeet.com\/hub\/?p=77825"},"modified":"2023-01-05T11:52:24","modified_gmt":"2023-01-05T11:52:24","slug":"grow-stage-of-event-led-growth","status":"publish","type":"post","link":"https:\/\/dev-hub.airmeet.com\/hub\/blog\/grow-stage-of-event-led-growth\/","title":{"rendered":"How Recurring Relationships and Events Can Lead to Recurring Growth"},"content":{"rendered":"\t\t
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Getting referrals, selling additional licenses, or promoting new use cases to already-loyal consumers is an easy way to impact revenue\u2014these channels are equally as important as acquisition. Combining customer affinity with a strong, continuous event calendar has the potential to build the kind of community that makes growth inevitable. And seeking the right balance of Discover, Engage, and Grow events is one of the pillars of Event-led Growth.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What is the Grow stage?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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While the Discover<\/a> and Engage<\/a> stages of events are all about making yourself known and teaching prospects and customers that you\u2019re a partner in their work, <\/span>this phase of Event-led Growth is all about the difference between brand awareness and affinity, which can feel like a fine line.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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How do you know when your Engage audience has crossed that line? Katie Brunette, Sr. Director of Global Events and Campaigns at Seismic, has a definition: <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tI think it\u2019s when they organically post about your product on social media. It's when they're choosing to come to product launches and community events and when customers start answering the questions of other customers. It's when customers are asking to speak at events. It's when they join an advocacy program and raise their hands to say that they\u2019ll be a reference for you. It's the moment when they become engaged with the brand outside of just using the product.\t\t\t<\/p>\n\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\tKatie Brunette, Sr. Director of Global Events and Campaigns at Seismic<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tTweet<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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So much competition and noise exist today, so what can truly help you stay secure and future-proof your business is your loyal community. That\u2019s your biggest moat right there. Nurturing a community means asking yourself, what can we do for them? That\u2019s why the Grow stage is all about connecting your customers with more opportunities to learn, network, and boost themselves.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Understanding the Grow audience<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Grow audience has gone the distance with your company. They know your product inside and out, have attended all kinds of events, and are happy to sing your praises to their friends.\u00a0<\/span><\/p>

These audience members have a strong customer-product fit, they are long-time evangelists, and they\u2019re loud about their love of your product and organization. You might even see them wearing your swag. In order to keep this mutual admiration society going, it\u2019s important to provide just as much value to your Grow audience as they provide for you. This is where events come in.<\/span><\/p>

Katie Wengenroth is the Director of Field Marketing and Events for the sales execution platform Outreach. She knows that leading with exceptional, in-demand experiences is the key to this audience\u2019s heart.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tGoing to a current customer and asking them to talk to references without giving them anything in return seems like a one-sided relationship. You should be providing opportunities to connect with peers and helping them with their careers.\t\t\t<\/p>\n\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\tKatie Brunette, Sr. Director of Global Events and Campaigns at Seismic<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tTweet<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The mindset of this audience is going to be key when determining event type and experiences, so take it from an expert: \u201cThis group is likely coming to our events to connect with like-minded attendees, so that guest list is important,\u201d says Katie. \u201cThey\u2019re already fans of ours who know our capabilities, which means they probably trust us and the community we\u2019d bring together. Meet that trust with execution.\u201d\u00a0<\/span><\/p>

Finally, it\u2019s integral to look at this audience like you would any VIP. Because of all they\u2019ve done or have the capacity to do for you, they\u2019ve earned the chance to gain more access to you and your resources. \u201cIn my mind, they\u2019ve earned the right to give feedback and really be heard,\u201d says Katie. \u201cThey\u2019ve even earned some insight into the future of the product.\u201d This audience loves exclusivity and the chance to share their wisdom, so give them that access.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Knowing what outcomes to measure<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Understanding the key outcomes for the Grow stage can help determine the right experiences for this audience. Expansions, Referrals, and NPS are some of the outcomes you might see associated with a Grow stage event.\u00a0<\/span><\/p>

In other words, the more you\u2019re able to wow your customers with a continuous cycle of memorable experiences, the more likely they are to refer you to new leads, advocate for you, and remain loyal customers who renew and expand their contracts with you year over year. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Packaging matters: Deliver the right experience<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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When choosing an event type for this group, so much is about the feeling you create. The Grow audience should leave your event feeling special, connected, and like they\u2019re leaving with new opportunities or information. Consider event types that facilitate that kind of atmosphere like community meetups, user conferences, pilot programs, and user groups.<\/span><\/p>

\u201cCustomers can be your best reference and your best referral, make sure you\u2019re keeping them happy and engaged and showing them what the company can do for them outside of the core product,\u201d says Katie.\u00a0<\/span><\/p>

Agenda items might include the opportunity to hear from other customers, discuss the product roadmap, feedback sessions, and some kind of wine and dine or gifting, either in person or virtually. Every step should be carefully curated to provide maximum value for your MVPs.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Building and engaging a community through events<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Building a community comes with an inherent promise: that you have plenty to offer without yet asking for anything in return. If you want to adopt a growth mindset when it comes to building your event strategy, start by wondering what you can do for your community and how to bring that offering to life. Next, start building that community with intention.\u00a0<\/span><\/p>

Zo\u00eb Hartsfield is the Demand Generation Manager for digital learning and enablement platform <\/span>Spekit<\/span><\/a>, and she knows the Grow stage is all about deep, meaningful relationships that get better with time. Therefore, they are full of expansion opportunities. \u201c<\/span>Customers can be your best reference, so I think making sure that you’re keeping them happy and engaged and showing what the company can do for them outside of the core product is so important,\u201d she says.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tHaving a continuous event strategy that targets this audience is a great way to measure your success because communication is a two-way street. What\u2019s working, what\u2019s not, what could make things better\u2014it\u2019s always great to get this info directly from your customer. Getting it from your top customers is even better. \u201cI think it all comes down to relationships,\u201d says Zo\u00eb. \u201cPeople buy from people they trust.\u201d\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Sales and customer service have become a lot more consultative these days. It\u2019s less about selling a product and more about dissecting a customer\u2019s business problems and initiatives for the next quarter and finding a solution that fits. When it comes to a Grow audience, you can even push the bounds and find a fit that\u2019s outside your company\u2014because it\u2019s all about trust. In that way, the Grow stage trickles into the creation of fans and evangelists who become referrals or resources for any number of teams moving forward.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Who\u2019s doing these events?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If you\u2019re on the lookout for great Grow-stage events, Airmeet\u2019s own <\/span>Power Hour<\/span><\/a> is a great example. Power Hour is Airmeet\u2019s monthly crossover event that\u2019s part customer workshop and part meetup. The monthly cadence gives the Airmeet team to explore the depth and breath of use cases, product roadmap, best practices, and success stories. Another upside to running it monthly is the opportunity to build engagement loops within the community. There\u2019s no better sign that you\u2019re on the right track to building strong customer affinity than repeat attendees who show up to your events regularly.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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These events are a chance for power users and brand evangelists to get firsthand access to new marquee features, live customer success stories, the opportunity to network with industry peers, and the ability to collaborate with Airmeet\u2019s product team. These events are more than just about learning best practices; they\u2019re a pathway to a more intimate relationship with a brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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A well-balanced event calendar<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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With Grow being the last stage of events in a cycle, it\u2019s reasonable to ask how to strike a balance between so many event types and audiences.<\/span>
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A well-balanced event calendar is one that matches your business objectives. Growth comes from different avenues\u2014generating new prospects and moving them along, or nurturing your leads with the hopes of building a community of evangelists. You identify your levers and let that dictate your event strategy.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tWhen planning your event calendar, consider the following:

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  • Your revenue plan<\/b>: How much growth are you expecting from the acquisition of new accounts, how much acquisition do you need from existing customers through upsell and cross-sell, and what is your retention target for those customers?

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  • Your product roadmap<\/b>: How many launches are you planning? Do you have one or two big launches or do you have recurring, smaller launches?

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  • Your ICP and markets<\/b>: Where does the revenue come from\u2014regions and buyer persona? Are you looking to expand into new regions, markets, or verticals? Who are you targeting?\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Based on your answers, you can begin slotting in events across your entire year\u2019s calendar to help you meet your goals. True balance isn\u2019t about an equal proportion of the three types of events but about meeting your business goals. Depending on which, your event calendar might be weighted more in one direction. If you\u2019re focused on improving retention, more Engage and Grow events will fill the calendar. If new acquisition and brand awareness in a specific region are your focus points, Discover events take the place. No matter what, there is an event type that will drive impact for your business.<\/span><\/p>

    Once you\u2019ve determined where events can help you reach your goals, you can drill down into your event calendar with event themes, topics, and relevant hosts. Ultimately, ELG is simply a core go-to-market strategy that works across the customer journey\u2014A strategic initiative across the entire company.<\/strong><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Getting referrals, selling additional licenses, or promoting new use cases to already-loyal consumers is an easy way to impact revenue\u2014these channels are equally as important as acquisition. Combining customer affinity with a strong, continuous event calendar has the potential to build the kind of community that makes growth inevitable. And seeking the right balance of […]<\/p>\n","protected":false},"author":56,"featured_media":77844,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":""},"categories":[235],"tags":[238],"industries":[],"use_cases":[],"acf":[],"yoast_head":"\nGrow Community and Advocates | Airmeet blog<\/title>\n<meta name=\"description\" content=\"Businesses that stand the test of time don\u2019t get there simply by cultivating steady sources of leads, pipeline, and revenue. 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