Expedia Group is a family of travel brands that connects buyers with travel experiences. In addition to driving consumers to their sites, a lot of their marketing dollars are spent on recruiting travel experience suppliers. And one of the top ways to acquire and grow existing partnerships is with events.
The problem? The company is made up of over 20 brands, with 3,500 salespeople around the world trying to connect with 1 million partners through thousands of events, supported by only 8 marketers. This means: a lot of chaos and confusion, and lack of visibility into what was actually happening with events — not to mention no way to track or analyze their efforts.
At this year’s SiriusDecisions Summit, Spencer Darrington, Senior Director of Field Marketing and Operations at Expedia Group, shared a behind-the-scenes look at their highly successful global event program. And we're talking scalability to the next level: in the last 12 months alone, the 3,500 market managers across the world have thrown 567 events with minimal help from marketing.
Here's how they did it: