Leverage Events as a Demand-Gen Channel with Ashley RONKOWSKI

On this episode of the Marketing Starter Podcast, Tim Hines and Ashley Runkowski discuss how to leverage events as a powerful demand generation channel. They explore the importance of strategy in event marketing, the three phases of event marketing, and the critical collaboration between marketing and sales teams. Ashley shares her insights on the roles and responsibilities in event marketing, emphasizing the need for a well-defined strategy and accountability to drive success. In this conversation, Tim Hines and Ashley Ronkowski discuss the evolving landscape of event marketing, emphasizing the importance of focus, specialized roles, and understanding audience needs. They explore strategies for building effective teams, the significance of diverse event formats, and the necessity of tracking key performance indicators to measure success. The dialogue highlights the need for a consultative approach in event planning and the value of continuous learning in marketing.
Takeaways:
  • Events are more than logistics; they drive demand generation.
  • A solid event strategy should be part of the go-to-market plan.
  • Events should be integrated with other marketing tactics.
  • Post-event follow-up is crucial for maximizing ROI.
  • Collaboration between marketing and sales is essential for success.
  • Understanding roles in event marketing helps streamline processes.
  • Event marketers should hold teams accountable for lead follow-up.
  • A multi-channel approach enhances event marketing effectiveness.
  • Buy-in from leadership is necessary for event strategy success.
  • Bandwidth limitations should dictate event commitments. Focus on doing a few things well rather than many things poorly.
  • Building a supportive team is essential for success.
  • Specialized roles in marketing and events are crucial.
  • Organizations are trying to do more with less, leading to challenges.
  • Diverse event strategies can help meet pipeline goals.
  • Understanding your audience is key to successful events.
  • Consultative approaches can enhance event planning.
  • KPIs are vital for measuring event success and ROI.
  • Continuous learning is important in marketing and event management.
  • Building genuine connections can drive strategic results.