Measuring the success of an event goes beyond high attendance—it's about targeted strategy and post-launch impact.

In this episode of Revenue Makers, EJ Oelling, VP of Account-Based Experience at 6Sense, drives home the point that a picture-perfect event isn’t enough. What counts is crafting experiences that boost sales, increase win rates, and cultivate meaningful connections with accounts.

Think of this episode as your primer on how to align event planning with strategic objectives and create experiences your prospects won’t soon forget!

In this episode, you’ll learn:

Why it's important to connect your end goals with event planning. Doing this helps you make smarter decisions with data that amp up your revenue strategy.

The critical role of cross-functional collaboration for event marketing. Getting everyone on the same page, like sales and other market teams, can accelerate deals and increase win rates.

How adopting advanced success metrics, such as event influence on sales and win rates, will provide a full picture of your events’ performance and enable you to refine your strategy overtime.

Things to listen for:

05:23 Increase targeted marketing for better ROI

06:39 Building events backward from end goal data

10:52 Improving customer engagement and tracking event effectiveness

16:09 Maximizing trade show impact through varied approaches

21:14 Engage without boring, sell without selling. Unique 6th sensory supper concept

25:58 Field marketing team drives targeted event marketing

27:27 Strategizing client incentives for individualized engagement

Resources:

More from 6sense: https://6sense.com/revenue-makers/