{"id":80477,"date":"2023-02-09T17:17:49","date_gmt":"2023-02-09T17:17:49","guid":{"rendered":"https:\/\/www.airmeet.com\/hub\/?p=80477"},"modified":"2023-02-10T16:39:36","modified_gmt":"2023-02-10T16:39:36","slug":"bts-of-airmeets-event-strategy","status":"publish","type":"post","link":"https:\/\/dev-hub.airmeet.com\/hub\/blog\/bts-of-airmeets-event-strategy\/","title":{"rendered":"BTS of Airmeet\u2019s Event Strategy"},"content":{"rendered":"\t\t
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Building an annual event calendar is not easy; there are countless things to plan, and track. And an event can never do its job completely when done in isolation.\u00a0<\/span><\/p>

To truly unlock the business potential of events, event marketers need to be in lock-step with many other teams, including content, demand gen, and sales.\u00a0<\/span><\/p>

At Airmeet, we\u2019re constantly discussing how businesses can increase growth and tap into the power of events.\u00a0<\/span><\/p>

It\u2019s one thing to talk the talk, but how do we walk the Event-led Growth walk at Airmeet?\u00a0<\/span><\/p>

During our recent live Power Hour episode: <\/span>BTS of Airmeet\u2019s Event Strategy<\/span><\/a>, Airmeet\u2019s CMO Mark Kilens chatted with Colleen Koslosky, Director of Content & Education at Airmeet and Kabir Uppal, Senior Marketing Manager at Airmeet, where they dug into Airmeet\u2019s event strategy. In the hour the team discusses how, through their event strategy, Airmeet collaborates across teams to drive lead generation and maximize content opportunities. Later in the session Mark is joined by Lucas Goransky, Head of Events at <\/span>Cascade<\/span><\/a>, a strategy execution platform, to hear how he leverages Airmeet to drive pipelines with event-led growth.<\/span><\/p>

Watch the full episode here:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Here, we break down Airmeet\u2019s best practices for event strategies.<\/span><\/p>

Start Planning Early<\/strong><\/h2>

We can\u2019t stress enough the importance of being proactive in your event strategy, particularly when working cross-functionally across various teams.\u00a0<\/span><\/p>

We like to get the sales team and account managers involved in event planning at the early stages, and recommend starting earlier than you think you need to. You should think of this process as internal marketing, getting teams onboard and aligned on not only the content that will be presented but also creating an opportunity to discuss the desired impact of the event and the experience you want to create. By doing so you create an opportunity for a feedback loop, where teams can ask questions, and contribute to strategy. This not only optimizes the event, but when teams are aligned, it helps drive impact from a pipeline and revenue perspective.\u00a0<\/span><\/p>

Build a Comprehensive Brief<\/strong><\/h2>

An event brief is a central document for not only an events team, but also demand gen, sales, and content to understand the overall messaging, desired outcomes, and objectives of the event to come. Rather than have disjointed initiatives spread out across teams, our marketing team relies on a comprehensive brief that centralizes all relevant strategic information for easy access and future reference.<\/span><\/p>

It also serves as a guide to determine which marketing campaign the event falls under for demand gen, and builds context for sales to swiftly follow up with leads post-event.\u00a0\u00a0<\/span><\/p>

When building a brief you should consider the following questions, and align on them as a team:<\/span><\/p>