3 Ways to Get Sales Involved in Your Event Marketing
Tuesday 
September 
19
 at 
7:00pm
Clear your calendar - It's going down! You're invited to take part in the festivities. Come one, come all, bring a guest, and hang loose. This is going to be epic!

David Doe

Designer - Redshoe


Product
Text goes here
X
Services
Text goes here
X
Blog
Text goes here
X
Resources
Text goes here
X
Customers
Text goes here
X
Support
Text goes here
X
About
Text goes here
X
Product
Services
Blog
Resources
Customers
Company
Login
Request Demo
Support
Request Demo
Text goes here
X
Try for Free
Text goes here
X
Sign In
Text goes here
X
← More Articles
Text goes here
X

Sign up

Get these in your inbox every week!

Written by Amy Holtzman

@demandmarketer
Text goes here
X

3 Ways to Get Sales Involved in Your Event Marketing

January 8, 2018

Whitepaper

3 Ways to Get Sales Involved in Your Event Marketing
Try It Free
Text goes here
X

Written by Amy Holtzman

@demandmarketer

Want Sales to Support Your Events? Stop Asking For Help With Marketing Events

January 8, 2018

We’ve all been there. We have a great idea for an event and planned it perfectly, but when it comes to getting the right people in the room, we just can’t get our sales team to help. Maybe they don’t like the idea or they just don’t see how filling your event is their problem.

That’s why he puts in-person events at the forefront of his marketing model, which is built on 3 major tenets: community, engagement, and scale.

 

Using these 3 principles, a killer events program, and a ton of customer data, Matt was able to get better customer engagement, less churn, and, ultimately, everyone’s goal -- more customers.


Read on for their strategy.

The bottom line: events don’t work if you don’t work with your sales team.

So how do you get sales engaged and put on a great event that drives revenue together? We caught up with a personal hero of mine, Craig Rosenberg, Co-Founder of TOPO, who dropped the harsh reality on us, as he always does.


What's his big takeaway? To get sales involved, you have to make the event about them, not about marketing. Here's how:

equinox marketing strategy

These positive experiences were then shared by word-of-mouth and social media, turning into referrals that often translated into sales.

1. Involve sales in the planning process

“If we don’t make it about sales, then they won’t be invested in it.”


Marketing is sometimes guilty of planning events on their own, and then asking for sales’ help to get people to show up once their planning is complete. Instead, we need to bring sales into the very beginning stages of planning.


Sales has the insights we need to plan a successful event -- what types of events will resonate with their contacts, where and when to host these events, and who we can expect to actually show up. To attract the right people and drive them through the funnel, you have to start with what sales actually knows and needs. And, bringing them into the planning process gets them bought into the event from the very beginning.

2. Combine areas of expertise

We’re also guilty of planning events around our own ideas and wants as event marketers.


But keep in mind that while we’re the experts with events, we’re not experts with how to close deals -- that’s where the sales team comes in.


Sitting with sales and understanding how they’ve effectively used events to help expedite and close deals is important info you need to shape the overall event experience. For events that will truly help close deals, combine your team’s knowledge of event execution with the sales team’s expertise of closing opportunities.

3. Provide options and guidance

On top of getting help from the sales team in areas they know best in, you also want to be careful in how your offer up your own expertise to them. Don’t try to push decisions in any certain direction or take complete control of the event’s reins.


Instead, present to sales the options and ideas that you’ve seen work well. Sit down with them and provide guidance on the experience you think you should create based on the targets you want to show up.


As marketers today, one of our core responsibilities is to support our sales counterparts in their quest in drive revenue. When planning your next event, remember Craig’s rule: change your sales collaboration approach from “here’s a marketing event, I need your help with it,” to “marketing is going to help you throw a sales event.”

First thing's first: align your sales and marketing teams. Then, get inspired to elevate the customer experience. Learn more about it from the Hamilton set designer.

author

Amy Holtzman

Amy Holtzman is VP of Marketing at event marketing platform, Splash, which powers in-person marketing programs for the world’s leading brands, including more than half of the Fortune 500. As VP of marketing, Amy oversees demand generation, product marketing and customer marketing. Prior to Splash, Amy served as VP of Demand Generation at content intelligence platform, Conductor, and before that held senior-level marketing roles at Demandbase, CBS Interactive and Crain Communications.

Event ROI isn't impossible.

Get the comprehensive guide that’ll take you from ROI to career-high.

Download for Free
Text goes here
X

Ready to learn how Splash can transform your marketing stack?

Request a Free Demo
Text goes here
X

Home

For Marketing
Text goes here
X
For Sales
Text goes here
X
For Recruiting
Text goes here
X
For Ticketing
Text goes here
X

Product

What's New
Text goes here
X
Virtual
Text goes here
X
Overview
Text goes here
X
What's New
Text goes here
X
Virtual
Text goes here
X
Design
Text goes here
X
Marketing
Text goes here
X
Workflow
Text goes here
X
On-Site
Text goes here
X
Integrations
Text goes here
X
Analytics
Text goes here
X
Compliance
Text goes here
X

Services

Overview
Text goes here
X
Onboarding
Text goes here
X
Customer Success
Text goes here
X
Design Network
Text goes here
X

Resources

Blog
Text goes here
X
Resources
Text goes here
X
Release Log
Text goes here
X
Education
Text goes here
X
Webinars
Text goes here
X
Run of Show
Text goes here
X
Hall of Fame
Text goes here
X
Playbooks
Text goes here
X
Webinars
Text goes here
X
Splash Studios
Text goes here
X

Company

About Us
Text goes here
X
Customers
Text goes here
X
Team
Text goes here
X
Offices
Text goes here
X
Events
Text goes here
X
Careers
Text goes here
X
Press
Text goes here
X

Copyright © 2020 Splash

Try It Free
Text goes here
X
Talk to Sales
Text goes here
X
Pricing
Text goes here
X
Terms
Text goes here
X
Privacy
Text goes here
X
Security
Text goes here
X
Subscribe
Text goes here
X
Powered by Splash
CONTACT THE ORGANIZER
Google   Outlook   iCal   Yahoo

Get Started

processing image...
Add to my Calendar
  • Google  Outlook  iCal  Yahoo