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Supercharging Your Pipeline: The Impact of Mastering Event Marketing with Andrew Everingham | GrowthPulse The B2B Sales Podcast Ep7
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In this episode of GrowthPulse - The B2B Sales Podcast, we talk to Andrew Everingham. Andrew is the CEO & Founder of Capital E Marketing & Events, one of Australia's leading events & experiences companies specifically for B2B sales businesses. We discuss how to grow your pipeline with marketing & events and in particularly the importance of understanding the audience.
We talk about event planning and the need to consider the audience's perspective. We tackle the significance of creating engaging and valuable experiences for attendees, rather than just delivering content. Together we look at how you can plan your event and the content to deliver insight rather than just knowledge to your audience.
Next we examine how you get the right audience at your event. We look at the empathy needed when you plan your event content, particularly for executive targetted events. How do you put yourself in the shoes of the audience and tailoring experiences to meet their needs?
Lastly, we talk about how you can get your sales team to truly maximise the outcomes from your event investments. We look at how the concept of Account-Based Marketing (ABM) might be an area for your team to consider.
Overall, the podcast underscores the significance of understanding the audience, being accountable for one's work, and finding enjoyment in marketing and sales endeavors. It highlights the role of empathy, personalization, and alignment in creating successful marketing campaigns and events.
Chapters
1. Introduction (00:00:00)
2. How to make people aware of your brand and engage them in a B2B sales cycle. (00:08:00)
3. Understand the timing of your event (00:16:00)
4. What is the most successful event you’ve run? (00:17:25)
5. Get the right audience to your event (00:22:18)
6. How does Sales get the best out of an event? (00:25:43)
7. One of the biggest myths about events (00:31:00)
8. Delivering what you promised (00:33:10)
9. Why is community so important? (00:37:51)
10. The importance of having customers and prospects in the room together. (00:41:13)
11. Why salespeople struggle with events today? (00:47:00)
12. Is Account Based Marketing (ABM) a silver bullet? (00:56:36)
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