66 - Pipeline Paradigms - Unveiling Event Marketing Mastery with Justin Zimmerman, Will Taylor, and Tom Burgess

Howdy Partners

Summary

In this episode, Justin Zimmerman discusses the philosophy and outcomes of driving pipeline with partners through events. He emphasizes the importance of aligning marketing and sales, as well as the need for personalized and segmented outreach. Justin also highlights the missteps and solutions in event marketing, such as the gap between registration and lead follow-up. He provides key elements to consider for success in event marketing and offers actionable steps to drive success. Additionally, Justin introduces his technology and tools for event marketing, including multi-step registration forms.

Takeaways

Align marketing and sales to define sales qualified leads and marketing qualified leads.
Implement multi-step registration forms to capture additional information and qualify leads.
Focus on speed to lead and personalized outreach to increase ROI and economic outcomes.
Partnerships can be the glue between marketing and sales, driving revenue and success in event marketing.

Chapters

00:00Introduction and Small Talk
01:34Philosophy of Driving Pipeline with Partners through Events
04:06The Challenges and Outcomes of Partner Marketing through Events
08:15 Results and Benefits of Implementing Alignment between Marketing and Sales
12:59 Missteps and Solutions in Event Marketing
17:43 Key Elements to Consider for Success in Event Marketing
20:10 Actionable Steps to Drive Success in Event Marketing
22:04 Technology and Tools for Event Marketing
23:24 The Importance of Personalization and Discovery at Scale
27:50 Tactical Takeaway: Implement Multi-Step Registration Forms