The Secret to Growing Event Programs (Hint: Repeatable Events)

We all know that events are an essential part of marketing strategy, but how do we ensure each event is successful and memorable for our attendees? Without the right tools, the time, energy, and reliance on other teams can stand between you and a more successful event program. Let's review a few recommended strategies and technologies that help create repeatable events that deliver value to event organizers and attendees alike.

What's stopping businesses from holding more events?

Short answer? More time and not the right technology. Splash's recently published 2023 Events Outlook Report reports 81% of event marketers would hold more events if they had the technology to help them replicate their successes.

By democratizing events with the right event tech platform, marketers don't need to rely solely on others to know that an event is set up and will integrate correctly and be ready to launch on time. 51% of marketers spend up to 39 hours on each event they create.  

Events must be both repeatable and scalable, and with the right event tech in place, aspirations can turn into reality. Simplifying and optimizing existing processes empowers teams to democratize events, increase the number of repeatable events, and grow programs at a scalable pace.

Reporting Event ROI With Confidence

If an executive asked you right now which programs you should repeat and what you should cut — based solely on event ROI — could you answer that question with data-backed confidence?

The ability to track essential metrics like event ROI and revenue generation are table stakes in today's landscape. Ensuring that data integrates seamlessly throughout your mar-tech stack provides the visibility and peace of mind to empower you to confidently — and accurately —  report on the impact of your event.

Bonus: This level of insight can make you feel like a rock star and, more importantly, enables you to grow and iterate on your success.

Making informed data-driven recommendations is critical, and initiating discussions around budget and resource allocation in conjunction with reporting the success of your existing programs provides executives like CMOs, CEOs, and CFOs and stakeholders like sales leadership the data they need to make the type of informed decisions required to take your strategy to the next level.

Is your technology holding you back?  

Measuring event success is critical to creating informed strategies and wise investments, but event marketers can struggle to succeed without a robust mar-tech stack.

Integrating event solutions into primary technology like Marketo or Salesforce helps keep the cycle efficient, allowing sales teams quick access to actionable data and the ability to follow up on leads in real time. Moreover, with integrated systems driving momentum immediately following events, relief from repetitive processes brings much-needed peace of mind - and often the ability to reallocate resources to other areas.

With the number of pre-sales touchpoints in a buyer's journey toward 30, events should be one of the primary mediums marketers leverage to nurture leads, create and generate demand, or educate customers and prospects.

Investing in the best event technology for your team is critical to ensuring short- and long-term event program success. In addition, marketers can achieve measurable results and scalable growth with these tools and processes.