AntiConLX Tickets

The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.


Top Marketing Events & Conferences 2023

Get your free copy of the 2023 Marketing Events Planner. Plus get updated on changes to the events schedule.

Marketing Events Planner

We've created this handy guide to help you get the most out of marketing events and conferences in 2023. 

Below is a list of announced marketing events around the world spanning from January until December 2023. Additionally, we're providing you with a free downloadable resource which includes a Marketing Calculator, Marketing Planner and Events Planner template. Just fill in your details and we'll send it to you via email.

Let's dive in! It's a long list. So first, we've rounded up our Top 4 not-to-be-missed marketing events of the year, bringing together ALL the brightest minds in the industry:

P.S. If you're on the hunt for alternatives to events marketing for lead generation chat to one of our team about our sponsored marketing services including webinars, branded content, and more.  

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February 2023 marketing events

When Who Where What
Feb 1     Los Angeles eCommerce Summit Los Angeles, CA Retail    
Feb 2     PPC Live UK London, UK     Advertising
Feb 5-12 Online Seller Cruise Port Miami, FL Retail
Feb 7-9 ANA Email Evolution Conference Washington, DC Email
Feb 11 MeasureCamp: Melbourne Melbourne, Australia Analytics
Feb 14-16 eTail Australia Sydney, Australia Retail
Feb 15-18 MediaPost Brand Insider Summit: Pharma & Health  La Jolla, CA Industry
Feb 15 Intrigue Summit: Melbourne Melbourne, Australia MarTech
Feb 20 LXA MBA: Marketing Operations Online MarTech
Feb 20 LXA MBA: Marketing Technology (MarTech) Online MarTech
Feb 20 LXA MBA: Marketing Operations Mechanics w/ No code Online MarTech / NextTech
Feb 20 LXA MBA: Growth Marketing & Hacking Online MarTech /  Growth hacking
Feb 20 LXA MBA: Sales Enablement, Sales Ops & SalesTech Online SalesTech
Feb 20 LXA MBA: Account-Based Growth Online SalesTech
Feb 20 LXA MBA: Digital Transformation & Innovation Online NextTech
Feb 21-22 Savant eCommerce London London, UK Retail
Feb 22 AntiConLX DialUp - Sales Enablement Online SalesTech
Feb 22-24 Social Media Strategies Summit: Virtual online Social
Feb 22-25 TES Affiliate Conference: Cascais Cascais, Portugal Affiliate
Feb 23 AntiConLX DialUp - Secrets of CX Success Online MarTech
Feb 23 Grow LA Spring Los Angeles, CA Digital
Feb 23 E-Commerce Berlin Expo Berlin, Germany Retail
Feb 26-28 DigiPharma Connect Austin, TX Industry
Feb 27-Mar 2 eTail Palm Springs Palm Springs, CA Retail
Feb 27-28 Pubcon: Austin Austin, TX Search
Feb 27-Mar 1 Inbox Expo Valencia, Spain Email
Feb 28-Mar 1 eTail Connect Spring: UK Towcester Retail


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March 2023 marketing events

When Who Where What
Mar 1-2 Digital Marketing for Financial Services Summit: West San Francisco, CA Industry
Mar 1-2 Dx3 Canada Toronto, Canada Digital
Mar 1 Digital 1to1 Spring: Barcelona Catalonia, Spain Retail
Mar 1-2 Affiliate World: Dubai Dubai, UAE Affiliate
Mar 7-10 Podcast Movement Evolutions Los Angeles Podcasting
Mar 7-8 Digital Food & Beverage EU London, UK Industry
Mar 9 OnBrand Amsterdam, Netherlands Brand
Mar 9-10 Savant eCommerce Berlin Berlin, Germany Retail
Mar 11 MeasureCamp: Virtual online Analytics
Mar 13-14 Search Love Conference: San Diego San Diego, CA Search
Mar 13-14 Search Love Conference: San Diego San Diego, CA Search
Mar 13-15 Leadscon: Las Vegas  Las Vegas, NV Advertising
Mar 13-15 Social Media Marketing World San Diego, CA Social
Mar 13-15 Social Media Marketing World San Diego, CA Social
Mar 13-15 Prosper Show Las Vegas, NV Retail
Mar 14-16 One to One Digital Marketing Monaco Monaco Digital
Mar 14 International Search Summit: Munich Munich, Germany Search
Mar 14-15 eTail Germany Berlin, Germany Retail
Mar 14-16 One to One Digital Marketing Monaco Monaco Digital
Mar 15-17 Ragan’s Social Media Conference Orlando, FL Social
Mar 15 Atlanta eCommerce Summit Atlanta, GA Retail
Mar 15-16 SMX Munich Munich, Germany Search
Mar 16-17 inOrbit Portorož, Slovenia Digital
Mar 16-17 Digital Marketers Australia Conference Melbourne, Australia Digital
Mar 19-22 MediaPost Brand Insider Summit: CPG Scottsdale, AZ Industry
Mar 21-23 Prosper Show Las Vegas, NV Retail
Mar 21-23 Adobe Summit Las Vegas, NV Digital
Mar 22-25 MediaPost Data & Programmatic Insider Summit Scottsdale, AZ Advertising
Mar 23 App Promotion Summit: London London, UK Mobile
Mar 25 MeasureCamp: Helsinki Helsinki, Finland Analytics
Mar 26-29 Shoptalk Las Vegas, NV Retail
Mar 27-29 Digiday Publishing Summit Vail, CO Industry
Mar 27-30 Retail Fest (Retail Global: Gold Coast) Melbourne, Australia Retail
Mar 28-30 E-Marketing Paris Paris, France Digital
Mar 28-30 DMO Advanced Napa Valley, CA Search
Mar 28-29 MarTech Conference: Spring  online MarTech
Mar 28-29 Digital Marketing Europe online Digital
Mar 29-30 Digital Summit: Phoenix Phoenix, AZ Digital
Mar 29-30 eTail Connect Asia Singapore Retail
Mar 29-30 Ad World online Advertising
Mar TBD App Promotion Summit: London London, UK Mobile


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April 2023 marketing events

When Who Where What
Apr 2-4 PI LIVE Miami Miami, FL Affiliate
Apr 5-7 Digital Marketing Expo: Tokyo (Spring) Tokyo, Japan Digital
Apr 4-5 Digital Marketing Summit Seoul, South Korea Digital
Apr 6-10 DigiMarCon Cruise 2023 Orlando, FL Digital
Apr 6-10 DigiMarCon Cruise 2023 Orlando, FL Digital
Apr 11-13 eTourism Summit Las Vegas, NV Industry
Apr 12-13 DigiMarCon West Los Angeles, CA Digital
Apr 13-14 ANA Masters of Data & Analytics Conference Orlando, FL Analytics
Apr 12-13 Social Media for First Responders: Virtual online Industry
April 13-14 Hero Conf: Austin Austin, TX PPC
Apr 14-16 SEO Spring Training Scottsdale, AZ SEO
Apr 14 Sydney SEO Conference Sydney, Australia SEO
Apr 16-19 MediaPost Brand Insider Summit: Retail  Amelia Island, FL Retail
Apr 17-19 MailCon Las Vegas, NV Email
Apr 17-18 Midwest Digital Marketing Conference St. Louis, MO Digital
Apr 17-19 Localogy 2023 Coronado Bay, CA Local
Apr 18-19 Digital Summit: Washington DC Washington, DC Digital
Apr 18-19 ECOM Africa Cape Town, South Africa Retail
Apr 18-19 Savant eCommerce Stockholm Stockholm, Sweden Retail
Apr 19-21 Digital Travel Connect US San Diego, CA Industry
Apr 19 Paid Social Show Brighton, UK Social
Apr 19 MeasureFest Brighton, UK Analytics
Apr 19 Search Advertising Show Brighton, UK Search
Apr 20-21 DigiMarCon East New York, NY Digital
Apr 20-21 brightonSEO: In-Person Brighton, UK SEO
Apr 22 MeasureCamp: Amsterdam Amsterdam, Netherlands Analytics
Apr 25-26 eTail UK London, UK Retail
Apr 26 LocalU Advanced  Dallas, TX Local
Apr 27-28 DigiMarCon Mid-Atlantic Philadelphia, PA Digital
Apr 27 Minneapolis eCommerce Summit Minneapolis, MN Retail
Apr 27 eConsultancy Live London, UK Digital
Apr 30-May 3 Confab Minneapolis, MN Content


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May 2023 marketing events

When Who Where What
May 1-3 B2B Online  Chicago, IL B2B
May 1 Digital Insurance Spring Austin, TX Industry
May 1-3 B2B Online Chicago, IL B2B
May 1-3 Rakuten Dealmaker USA California Affiliate
May 3-4 DigiMarCon Midwest Chicago, IL Digital
May 3-5 iMedia Modern Media Summit: Australia Gold Coast, Australia Retail
May 4-5 Brighton SEO: Online online SEO
May 6 Seller Sessions Live London, UK Amazon
May 7-10 AW Summit Bucharest, Romania Affiliate
May 8-9 DigiMarCon Rocky Mountains Denver, CO Digital
May 8-9 Lead Generation World: London London, UK Digital
May 8-10 Shoptalk Europe Barcelona, Spain Retail
May 10-11 YoastCon TBD SEO
May 11-12 DigiMarCon Northwest Seattle, WA Digital
May 11-12 Digital Travel Connect Europe St. Albans, UK Industry
May 15-16 DigiMarCon Canada West Vancouver, Canada Digital
May 17-19 Social Media for Government: Virtual online Industry
May 17-19 iMedia Online Retail Summit: New Zealand Lake Taupo, NZ Retail
May 18 Seattle eCommerce Summit Seattle, WA Retail
May 18-19 DigiMarCon Canada East Toronto, Canada Digital
May 21 AntiConLX DialUp Middle East Online MarTech, SalesTech & NextTech
May 21-23 Digital Marketing Strategies Conference Austin, TX Digital
May 22 AntiConLX DialUp APAC Online MarTech, SalesTech & NextTech
May 22-24 Digiday Programmatic Marketing Summit Palm Springs, CA Advertising
May 22-24 Gartner Marketing Symposium Xpo Aurora, CO Marketing
May 22-24 Siinda Live Berlin Berlin, Germany Digital
May 23 AntiConLX DialUp North America Online MarTech, SalesTech & NextTech
May 23-25 Seller’s Summit Fort Lauderdale, FL Retail
May 23-24 Savant eCommerce Amsterdam Amsterdam, Netherlands Retail
May 24 Marketing Leaders Dinner - London London, UK MarTech, SalesTech & NextTech
May 24-25 IRX (Internet Retailing EXPO) Birmingham, UK Retail
May 25 AntiConLX Global London, UK MarTech, SalesTech & NextTech
May 25-26 DigiMarCon South Houston, TX Digital
May 25-26 Programmatic Pioneers Summit London, UK Advertising
May 31-Jun 3 NamesCon Global  Austin, TX Domain
May 31-Jun 2 SubSummit Dallas, TX Retail


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June 2023 marketing events

When Who Where What
Jun 1 New York eCommerce Summit New York, NY Retail
Jun 1-2 DigiMarCon California San Diego, CA Digital
Jun 6-7 Digital Marketing for Financial Services Summit: Canada Toronto, Canada Industry
Jun 6-8 eTail Asia Singapore Retail
Jun 7-8 Digital Summit: Atlanta Atlanta, GA Digital
Jun 8-9 DigiMarCon Great Lakes Detroit, MI Digital
Jun 8-9 SocialWest Calgary, Canada Social
Jun 8-9 European Seller Conference Prague, Czech Republic Amazon
Jun 9 Social Media Day: Halifax Halifax, Canada Social
Jun 12-13 DigiMarCon New England Boston, MA Digital
Jun 12-14 B2B Connect San Diego, CA B2B
Jun 12-14 Digital Food & Beverage La Jolla, CA Industry
Jun 13-15 IRCE (Internet Retailer Conference & Expo) Chicago, IL Retail
Jun 13 ATOMICON Newcastle-upon-Tyne, UK Digital
Jun 13-15 Digital Enterprise Show Malaga, Spain Digital
Jun 13-14 SMX Advanced online Search
Jun 15-16 MnSearch St. Paul, MN Search
Jun 15-17 WMF (We Make Future) Rimini, Italy Digital
Jun 19-21 Conversion Conference Las Vegas, NV Conversion
Jun 19-21 Email Innovations Summit: North America Las Vegas, NV Email
Jun 20-21 CommerceNext New York, NY Retail
Jun 20-21 LogiPharma Connect Asia Singapore Industry
Jun 20-22 ContentTECH  online Content
Jun 21-22 Social Media Week: Lima Lima, OH Social
Jun 21-24 VidCon Anaheim Anaheim, CA Video
Jun 21-22 DMWF Global London, UK Digital
Jun 21-22 Influencer Marketing World: Global London, UK Social
Jun 21-22 Growth Marketing Summit Frankfurt, Germany Digital
Jun 22 App Promotion Summit: NYC New York, NY Mobile
Jun 23-24 DigiMarCon Florida Miami, FL Digital
Jun 26-27 DigiMarCon South Atlantic Charlotte, NC Digital
Jun 29-30 DigiMarCon Southeast Atlanta, GA Digital
Jun 29 Nottingham Digital Summit Nottingham, UK Digital
Jun 29 DealMaker Europe London, UK Affiliate
Jun 29 Mexico eCommerce Summit Mexico City, Mexico



July 2023 marketing events

When Who Where What
Jul 3-4 HeroCon: London London, UK Advertising
Jul 3-5 iMedia Online Retail Summit: Pure Play Gold Coast, Australia Retail
Jul 6-7 DigiMarCon Washington D.C Washington, DC Digital
Jul 7-9 VidCon Sao Paulo Sao Paulo, Brazil Digital
Jul 10-11 DigiMarCon Silicon Valley San Francisco, CA Digital
Jul 11 Grow NY Summer Manhattan, NY Digital
Jul 12 Affiliate World: Barcelona Barcelona, Spain Affiliate
Jul 13 Denver eCommerce Summit Denver, CO Retail
Jul 14-15 DigiMarCon Hawaii Honolulu, Hawaii Digital
Jul 17-19 ANA Digital & Social Media Conference Carlsbad, CA Digital
Jul 19-21 Midwest E-Com Conference  Minneapolis, MN Retail
Jul 19-20 Online Retailer Sydney, Australia Retail
Jul 19 Digital Marketing Expo: Nagoya Nagoya, Japan Digital
Jul 20-21 DigiMarCon Asia Tokyo, Japan Digital
Jul 26 AntiConLX DialUp B2B Online MarTech
Jul 27 AntiConLX DialUp B2C Online MarTech
Jul 31-Aug 1 Affiliate Summit East New York, NY Affiliate


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August 2023 marketing events

When Who Where What
Aug 2 Intrigue Digital Marketing Summit: Kuala Lumpur Kuala Lumpur, Malaysia Digital
Aug 7-9 Retail Fest: New Zealand  Christchurch, New Zealand Retail
Aug 8-9 MozCon Seattle, WA Search
Aug 11 Engage Conference (SEMpdx) Portland, OR Search
Aug 14-16 eTail Boston Boston, MA Retail
Aug 14-16 Digital Travel Summit: APAC  Singapore Industry
Aug 17-18 DigiMarCon New Zealand Auckland, New Zealand Digital
Aug 21-24 Podcast Evolutions: Denver Denver, CO Podcasting
Aug 21-23 iMedia Online Retail Summit: Southeast Asia Bali, Indonesia Retail
Aug 22-23 State of Social Perth, Australia Social
Aug 24-25 DigiMarCon India Delhi, India Digital


September 2023 marketing events

When Who Where What
Sep 1-2 DigiMarCon UK London, UK Digital
Sep 4-5 DigiMarCon Spain Barcelona, Spain Digital
Sep 4-6 iMedia Modern Media Summit: Australia Gold Coast, Australia Advertising
Sep 5-8 INBOUND Boston, MA Content
Sep 5-6 DigiMarCon Ireland Dublin, Ireland Digital
Sep 5-6 Savant eCommerce Copenhagen Denmark, Copenhagen Retail
Sep 8-9 Indie Pod Con 8 Philadelphia, PA Podcasting
Sep 12-13 Digital Travel US Hilton Head, SC Industry
Sep 13-14 Vibe MarTech Fest: Dubai Dubai, UAE Digital
Sep 14-15 DigiMarCon Europe Amsterdam, Netherland Digital
Sep 19 Scotland eCommerce Summit Edinburgh, Scotland Retail
Sep 19-21 Paris Retail Week Paris, France Retail
Sep 20-21 DMEXCO Cologne, Germany Retail
Sep 20-21 DigiMarCon Australia Sydney, Australia Digital
Sep 21-23 AW Summit: Ibiza  Ibiza, Spain Affiliate
Sep 26 Chicago eCommerce Summit  Chicago, IL Retail
Sep 26-27 Digital Marketing for Financial Services Summit: Midwest Chicago, IL Industry
Sep 26-27 MarTech Conference: Fall  online MarTech
Sep 27-28 eTail Canada Toronto, Canada Retail
Sep 27-28 eCommerce Expo UK London, UK Retail
Sep 29-Oct 1 VidCon Baltimore Baltimore, MD Video


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October 2023 marketing events

When Who Where What
Oct 3-5 One to One Digital Marketing Biarritz Retail Retail
Oct 4-6 MarketingProfs B2B Marketing Forum B2B B2B
Oct 5-6 Digital Summit: Philadelphia Digital Digital
Oct 5-6 DigiMarCon Southeast Asia Digital Digital
Oct 6 Amazon Sellers Conference UK  Amazon Amazon
Oct 9-11 iMedia B2B eCommerce Summit: Australia Retail Retail
Oct 10-11 eTail Nordic Retail Retail
Oct 10-11 Savant eCommerce Munich Retail Retail
Oct 11-12 Ecommerce Expo Asia Retail Retail
Oct 11-12 DigiMarCon Middle East Digital Digital
Oct 11-12 India Affiliate Summit Affiliate Affiliate
Oct 14-17 LavaCon Content Content
Oct 17-18 Place 2023  Local Local
Oct 17-18 Vibe MarTech Fest: Saudi Arabia MarTech MarTech
Oct 18 Grow LA Fall Retail Retail
Oct 18-19 PI Live Affiliate Affiliate
Oct 19 Digital First Digital Digital
Oct 21 MeasureCamp: Sydney  Analytics Analytics
Oct 22 AntiConLX DialUp Middle East Online MarTech, SalesTech & NextTech
Oct 23 AntiConLX DialUp APAC Online MarTech, SalesTech & NextTech
Oct 24 AntiConLX DialUp North America Online MarTech, SalesTech & NextTech
Oct 25 Marketing Leaders Dinner - London London, UK MarTech, SalesTech & NextTech
Oct 25-27 iMedia Modern Media Summit: New Zealand Advertising Advertising
Oct 25-27 iMedia Modern Media Summit: New Zealand Digital Digital
Oct 26 AntiConLX Global London, UK MarTech, SalesTech & NextTech
Oct 27-28 DigiMarCon Africa Digital Digital


November 2023 marketing events

When Who Where What
Nov 1-2 Digital Marketing for Financial Services New York, NY Industry
Nov 5 Healthcare Internet Conference (HCIC)  Los Angeles, CA Industry
Nov 5-6 DMIEXPO Tel Aviv, Israel Digital
Nov 6-7 DigiMarCon Texas Dallas, TX Digital
Nov 7-8 Savant eCommerce Barcelona Barcelona, Spain Retail
Nov 10-12 Southern Seller Summit Sydney, Australia Retail
Nov 15-16 SMX Next online Search
Nov 16-17 DigiMarCon Las Vegas Las Vegas, NV Digital
Nov 17-18 DigiMarCon Southeast Phoenix, AZ Digital
Nov 29-30 Marketing Technology Expo London, UK MarTech


December 2023 marketing events

When Who Where What
Dec 6 AntiConLX DialUp B2B Online MarTech
Dec 7 AntiConLX DialUp B2C Online MarTech
Dec 7-8 Affiliate World: Asia Affiliate Bangkok, Thailand
Dec 12 Nashville eCommerce Summit Retail Nashville, TN


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The Power of Events Marketing

For many businesses, in-person interaction is the life and soul of the strategy. In-person events present an exclusive array of hyper-targeted, high-value leads with a unique level of engagement which has yet to be replicated in any virtual scenario.

The personal connection that can be formed from a face-to-face conversation often translates into a unique, memorable engagement and potential ongoing relationship between client and customer.

It removes us from the noise and distractions of our day-to-day lives so we can be fully present at the moment with no overrunning meetings or last-minute cancellations. The power of the in-person interaction may even go as far as solidifying a sales meeting there and then.

Making the Most of an Online Marketing Event

Amongst new cost-per-lead considerations and a new scope of audience reach, virtual events offer a variety of benefits as well as obstacles to be considered.

One of the big questions to ask in the new era of events marketing is: Are you getting the most out of digital exposure?

The power of online promises higher reach, and potential for seamless, digitally enhanced conversions if digital brand exposure is utilised, and utilised well.

Building social media into an event marketing strategy is essential now more than ever as it allows brands to connect with attendees both before and after the event.

As a sponsor, negotiating the maximum amount of social posts that mention and tag your brand can increase both reach and visibility to the audience. This provides a platform to open the conversation and continue the communication with not only the attendees of the event but also with a wider audience that may not have been able to attend.

Consideration checklist: 

  • Agree on a specific quantity of promotional social posts from the organiser tagging your brand 
  • Negotiate your brand logo and backlink on the organiser’s website 
  • Negotiate additional promotional content (blog post, Q&A etc.)

Variations of Online Marketing Events

Online marketing events don’t have to be a one-stop shop. There are a variety of traditional marketing events that can be transported into, if not enhanced by the power of the digital world. Each one attracts a slightly different attendee list offering individual benefits depending on the goals of an events marketing strategy.


Webinars are often hosted live by one or two presenters who can virtually address a large audience at any one time. While webinars often feature a Q&A at the end of a session, attendees' interaction is typically limited throughout the presentation.

Virtual round tables

Round table events are often made up of a pretty exclusive guest list of VIPs, targeted mainly at the decision-makers of a company. They provide the opportunity to engage in meaningful and thought-provoking conversations and build a solid base of trust with the attendees. With the guest list being about quality, not quantity, the number of attendees is often are the lower side - making it much easier to engage in conversation in a virtual setting.

Online masterclasses

Like webinars, masterclasses usually cater to a specific industry with an even more specific topic area in mind. They typically attract more senior attendees with a singular focus or skill set that they’re looking to expand on, in-depth. Masterclasses are usually hosted in more intimate groups so where more engagement is encouraged.

Online marketing training courses

Online training courses provide a more personalised way to learn than events and conferences. They can be useful for smaller groups and allow you to learn at your own pace, in your own time. 

Led by a specialist course instructor to guide you through every step of the way, online courses include on-demand tutorials, access to a library of tailor-made resources, and live Q&A sessions.

The Future of Marketing Events

Marketing events of the future will be even more engaging and immersive than ever before.

Virtual reality (VR) and augmented reality (AR) are expected to play a huge role in revolutionizing how marketing events are presented. With these technologies, event participants can get up close and personal with products, explore virtual worlds, interact with each other through avatars, and more. Marketers will be able to connect with their target audiences in ways that were previously unimaginable.

Marketers can also leverage data-driven technologies to better understand their attendees’ needs and preferences.

Through the use of AI and machine learning, businesses can tap into real-time customer analytics to customise marketing experiences for individual guests. This kind of personalization is essential for effective campaigns and creates unique opportunities for brands to reach their target markets in meaningful ways. 

In addition, the use of mobile technology is expected to continue growing at an exponential rate within the promotional event space.

Smartphones allow marketers to provide their customers with a fully optimized digital experience that can be accessed anywhere at any time. But it's not all or nothing, in-person or virtual.

Hybrid events are a creative combination of both in-person and virtual marketing events.

That’s right, you can have your cake and eat it too. Hybrid events have already proved their success and take place across the globe.

In a rapidly expanding digital world, we’re collecting more customer data than ever before.

Understanding and utilising this data means we can better understand our customers and offer them a more meaningful, personalised experience. With the majority of our customer data living online and virtual marketing events here to stay, it’s time to unite the two and inject a personalised experience into our marketing events strategies.

Bviewing both in-person and virtual events as part of a series of connected engagements, marketers will be able to create a connected, omnichannel journey and step out of the event marketing silo once and for all.

Events Marketing Best Practice

There’s no shortage of marketing events to choose from, so selecting the best fit for your brand and narrowing down the most successful marketing events can often seem an impossible task. While the common goal for events marketing is to build brand exposure and generate leads, to measure the true success of an event - there’s more to it than totting up ticket sales and skimming over ROI.

It’s also important to consider getting out what you put in. The best results come from great communication and collaboration between the sponsor and the organiser.

Event selection

The criteria for selecting your events should centre around the attendees the event brings in. Attendees are where you will find 90% of your value as a sponsor, so if the attendees aren’t right for your brand chances are the event isn’t either. Focus on audience relevancy and access to the attendees rather than being blindsided by the size of the guest list.

Quantifying objective measurements and demographics of the type of audience a specific event attracts can determine whether the event is right for you.

Begin with the end in mind. Lead generation and conversion come first.

Make sure the people you’re going to be surrounded by are decision-makers and budget spenders. Ask your hosts the provide job title overviews so you can grasp the seniority of the attendee list. 

Event management

Integrate your content marketing strategy with your sponsorship. Think pre, post and during the event. Connecting with attendees starts way before you set foot into the venue and in fact, making the connections beforehand is more vital than ever with virtual events.

Shout out on social media. Follow the event hashtag to connect with those attending before and after the event. DM on the day to meet (or virtually chat) on the day of, ideally by this point you’ve already established some common ground.

Bring your customer journey to life. Make a memorable experience people talk about and stand out from the sponsorship crowd. In the real world think of swag packs and quality merch to bring branding beyond the day.

Have your event follow-up sequences seamlessly prepared to send within 1 hour of receiving attendee data from the organiser. Get app contacts researched and email addresses guessed to speed up the follow-up process.

Measuring success

Marketing events continue to be the hardest channel in which to measure a demonstrable return.

The conversations determining the success of marketing events often revolve around three little letters: R O I. And most of the time, the conversation stops there. But often this doesn’t paint the full picture. If you’re only measurement is ROI, you risk assuming too much.

So, here’s a curve ball: a great marketing event’s purpose is not to get your cash in the door – it's to get you connected to the right people. And as you can imagine, this can be a little harder to measure.

Ultimately, it comes down to making sure you have sales-qualified leads and connecting with people that matter, people who are relevant and profiled against the audience. 

Top Questions to Ask your Organiser

  • Can I see a sample attendee list?
    Asking for the previous year’s attendee list is a great way to gain insight.
  • Can you provide an audience overview of the industry, company size and revenue, job title and seniority splits?
  • How many attendees do you typically attract?
    And many of those are sponsors?
  • Who has sponsored in the past, are they renewing?
    If not why not?
  • Who will speak at the same time as us?
  • Do you offer exclusive vendor category sponsors?
  • Do we get attendee details?
  • How many people can you guarantee at our session?
  • What event tech do you use? 
  • What is the data-sharing process post-event? 
  • What session topics and themes have been popular in the past? 
  • Are there opportunities to publish to your audience pre-event? 
  • Do you share branded assets for us to use across our own platforms?