Table of Contents
In the fast-paced and highly competitive events industry, event marketing has become more strategic and measurable than ever. It’s no longer enough to rely on email blasts and social media announcements. Today’s audiences are more selective, time-poor and digitally saturated, making it crucial for organisers to create value-driven, omnichannel campaigns that resonate deeply and drive real conversion.
To support experienced professionals in elevating their promotional efforts, we’ve developed a new whitepaper: “The Complete Guide to Promoting Your Event: Strategies, Content and Conversion”, now available for free download.
Why rethink your event marketing approach?
According to the 2024 Global Meetings & Events Forecast by AMEX Meetings & Events, 60% of event professionals report increasing difficulty in audience acquisition and engagement. Meanwhile, another report notes that 68% of organisers are under pressure to deliver stronger ROI on their events. These two realities highlight a shared need: a more holistic and effective approach to event marketing.
What’s inside the guide?
This whitepaper offers more than just high-level advice. It’s a practical, in-depth resource that combines marketing strategy, content planning and conversion optimisation—tailored for today’s hybrid, in-person and virtual events.
Current landscape: new challenges, fresh opportunities
The guide starts with an overview of today’s event promotion challenges. These include audience fatigue, content overload, rising paid media costs and declining email performance. But there are also opportunities: communities, personalisation, short-form video and data-driven segmentation are reshaping how events build momentum pre-event.
Strategic foundations: integrated and omnichannel
What makes a campaign successful? Consistency across channels, clear messaging and knowing when to push which lever. From email sequences and landing pages to paid social and SEO content, the whitepaper outlines how to build an integrated marketing campaign that aligns with both attendee journey and event goals.
“Integrated campaigns drive up to 20% higher conversion than isolated tactics.”
– Demand Metric, B2B Marketing Benchmarks Report
Content that converts
The whitepaper provides a structured content roadmap, including what to publish and when. Should you launch a teaser video or speaker Q&A? When is the best moment to release a lead magnet like a whitepaper or guide? What post formats work best for LinkedIn vs Instagram?
It also includes a pre-event content calendar template to help teams maintain relevance and rhythm without overwhelming their audience.
Conversion metrics and event marketing KPIs
Successful event marketing isn’t just about reach. It’s about moving people from interest to action. That’s why the guide includes a section on performance tracking—from lead generation to registration, attendance and post-event engagement.
You’ll also find a breakdown of core KPIs: conversion rate per channel, cost per acquisition, open rates, CTRs and NPS.
Real-world event case studies
The whitepaper draws inspiration from well-known global events such as INBOUND, South Summit and Google Cloud Next. These examples reveal how some of the most successful organisers are combining digital marketing, storytelling and ambassador activation to fill venues and generate media impact.
Who should read this whitepaper?
This guide is designed for experienced professionals seeking to refresh or refine their approach to event marketing, including:
- CMOs and marketing managers in charge of event strategy
- Event agencies and freelance planners
- Communications and PR teams working on corporate events
- Producers of trade shows, conferences and B2B experiences
- Corporate Event managers
Whether you’re promoting a tech summit, internal conference, or a hybrid product launch, the tactics here are scalable and practical.
Why now?
The second half of the year is packed with key industry events, product roadshows and end-of-year gatherings. Now is the time to ensure your marketing strategy is built on strong foundations, with the right mix of messaging, media and measurement. Get your free copy of “The Complete Guide to Promoting Your Event: Strategies, Content and Conversion”. No forms, no fluff—just actionable advice to help you get better results faster.
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