Our Event Marketing & Field PMM Strategy Framework: From Chaos to Predictable Pipeline
We had no event strategy—just a list of events we'd always done. $420K spent, unclear ROI. Here's the complete framework that cut costs 30% and doubled pipeline.
Our Field & Event Marketing Playbook
We ran events reactively for two years. No consistent strategy. No playbooks. Every event felt like starting from scratch. Then we built a field marketing playbook. Execution time cut in half. ROI improved 240%. Here's the complete system.
Event Marketplace Presence: Maximizing ROI When You're Not the Conference Host
Optimize your presence at industry events where you're exhibiting, sponsoring, or attending—not hosting—by strategically selecting opportunities, maximizing booth impact, and converting attendee engagement into pipeline.
How I Allocate Our Event Marketing Budget
I had $400K to spend on events. My instinct was to spread it evenly across trade shows, webinars, and conferences. Then I built an ROI-based allocation model and everything changed. Here's how I allocate budget now.
Building the Field PMM ↔ Sales Partnership: From Tension to Trust
Regional sales called me 'corporate marketing who doesn't understand the field.' Six months later, they said I was the most valuable marketing resource they had. Here's what changed.
Partner Co-Marketing Events: Leveraging Partnerships to Expand Reach and Share Costs
Design and execute successful co-marketing events with partners that expand audience reach, share costs and effort, and create mutual value without conflicts or misaligned incentives.
Executive Roundtables: Our Highest-Converting Event Format
We ran webinars with 500 attendees that generated 40 leads. Then we tried executive roundtables with 12 attendees and generated 8 qualified opportunities. Here's why small, curated roundtables convert at 67% while large events convert at 8%.
Are Platinum Sponsorships Worth It? The $85K Question I Finally Answered
We paid $85K for platinum sponsorship. Our competitor paid $12K for bronze. They generated more pipeline than we did. Here's what I learned about sponsorship tier ROI.
Event Budget Planning: Building Realistic Budgets That Fund Success While Proving ROI
Create comprehensive event budgets that accurately forecast costs, allocate resources strategically, build in contingencies, and enable clear ROI measurement for event marketing programs.
Event Follow-Up Strategy That Converts 40% of Leads: Speed and Personalization
I used to follow up with event leads a week later with generic emails. Conversion rate: 8%. Now I follow up within 4 hours with personalized outreach. Conversion rate: 42%.
Building a Hybrid Event Model (In-Person + Virtual)
Our customer conference had 200 in-person attendees. We turned away 400 people who couldn't travel. The next year, we went hybrid: 180 in-person + 620 virtual. Here's how we built a hybrid model that delivers value to both audiences.
Hybrid Event Execution: Delivering Exceptional Experiences for Both In-Person and Virtual Audiences
Design and execute hybrid events that provide equally valuable experiences for in-person and remote attendees without compromising either audience or breaking your budget.
Planning Our First Annual Customer Conference
We had 180 customers and decided to bring them all together for our first annual conference. No idea what we were doing. 8 months later, 240 people showed up. $680K in expansion pipeline. Here's what we learned planning a customer conference from scratch.
Planning and Executing a 10-City Regional Roadshow: From Chaos to $480K Pipeline
Our first roadshow was a logistical nightmare that generated $45K pipeline. Our second roadshow—same format, better execution—generated $480K. Here's what changed.
Event Technology Stack: Building Integrated Systems That Scale Event Programs
Select, integrate, and optimize event technology platforms that streamline registration, engagement, lead capture, and measurement across virtual, in-person, and hybrid events.
Post-Event Nurture Campaigns: Sustaining Momentum Long After Attendees Leave
Build multi-channel nurture campaigns that keep event attendees engaged for months, moving them from awareness through consideration to qualified opportunities through systematic content delivery.
The 8 Field Marketing Metrics I Track
I used to measure field marketing success by event attendance and badge scans. My CRO called it 'vanity metrics theater.' Then I rebuilt the metrics framework around what actually matters: pipeline influenced, deal velocity, and ROI. Here are the 8 metrics that prove field marketing drives revenue.
The 8 Webinar Formats I Tested: From 12 Registrations to 340 (And What Converted)
I ran the same 'thought leadership' webinar format 12 times. Average registration: 45 people. Then I tested 8 different formats. Here's what actually drove registration and pipeline.
VIP Experience Design: Creating Tiered Event Experiences That Drive Loyalty and Expansion
Build VIP program layers at conferences and user events that reward top customers, accelerate enterprise deals, and create aspirational experiences that drive engagement and revenue.
What I Learned About Competitors at Trade Shows: The Intelligence Gold Mine
I used to focus only on our booth at trade shows. Then I started spending 30% of my time observing competitors. The intelligence I gathered changed our product roadmap and competitive strategy.
Hospitality Program Design: Creating VIP Experiences That Strengthen Key Relationships
Design and execute strategic hospitality programs at conferences that build relationships with top prospects, key customers, and partners through exclusive, high-touch experiences.
How I Allocate $280K Field Marketing Budget: The Framework That Ended Budget Battles
Every regional sales director wanted more field marketing budget. I had no framework to decide who gets what. Here's the system that made allocation defensible and doubled ROI.
Our On-Demand Webinar Strategy Generates 40 Leads Monthly
We used to think of webinars as one-time events. Run it live, send the recording, move on. Then we realized we were leaving 70% of value on the table. Here's how we turned webinars into evergreen lead generation assets.
Event Success Metrics: Measuring What Actually Matters Beyond Attendance and Satisfaction
Build comprehensive event measurement frameworks that track business outcomes—pipeline, revenue, retention, and strategic impact—not just attendance counts and satisfaction scores.
My Event Sales Enablement Kit: From Confused Reps to 67 Qualified Conversations
I sent our sales team to an event with no training. They generated 18 leads. Next event, I built an enablement kit. Same team generated 67 qualified conversations. Here's what was in it.
Launching a Product Through an Exclusive Event
We launched our biggest product update through a press release and email blast. It got buried in inboxes. The next launch, we did an exclusive invite-only event. Press coverage 10x'd. Customer engagement went through the roof. Here's the event-based launch strategy.
Speaker Selection and Coaching: Building Event Programs That Deliver Value Through Great Speakers
Select, recruit, and coach speakers for conferences and webinars who deliver exceptional value, drive engagement, and strengthen your brand through compelling presentations.
Event Content Repurposing: Maximizing ROI by Turning Events Into Months of Marketing Assets
Transform conference presentations, customer testimonials, and event recordings into a comprehensive content library that extends event value long after attendees go home.
Turning Conference Speaking into Pipeline Generation: From Vanity to $280K ROI
I gave 12 conference talks in a year and generated zero pipeline. The next year, I gave 6 talks and generated $280K. Here's what changed about how I approach speaking.
We Downgraded From Platinum to Silver Sponsor (And Got Better Results)
We spent $65K to be a Platinum sponsor. Prime booth location, logo everywhere, speaking slot. Generated 12 qualified leads. Then we downgraded to Silver for $25K and generated 28 qualified leads. Here's what we learned about sponsorship ROI.
Sponsorship ROI Tracking: Measuring Real Business Impact from Event Sponsorships
Build frameworks to measure event sponsorship ROI beyond brand awareness, tracking pipeline influence, lead quality, and business outcomes to justify and optimize sponsorship investments.
Building a Regional Field Marketing Strategy
We tried running field marketing centrally from HQ and failed. Regions had different priorities, different customer dynamics, different competitive landscapes. Here's how we built a regional field marketing strategy that let local teams own execution while maintaining strategic alignment.
Event Networking Tactics: Building Relationships That Drive Business Beyond Booth Traffic
Master strategic networking at conferences and industry events to build authentic relationships with prospects, customers, partners, and influencers that create long-term business value.
Building a Regional Field Marketing Strategy: How I Prioritize $180K Across 8 Territories
Every regional sales leader wanted more budget. I had $180K to allocate across 8 territories. Here's the framework that ended the political battles and doubled regional pipeline.
The Webinar Follow-Up Sequence That Converts 18% of Attendees
We used to send one 'thanks for attending' email and hope people would reach out. Conversion rate: 3%. Then we built segmented follow-up sequences based on engagement behavior. Conversion jumped to 18%. Here's the exact sequence.
Event Follow-Up Strategies: Converting Event Engagement Into Qualified Pipeline
Build systematic event follow-up workflows that segment attendees by engagement level, deliver personalized outreach, and convert event interest into sales conversations and pipeline.
Running Co-Marketing Events with Partners: A $28K Event That Generated $340K Pipeline
We spent $55K on a solo event and generated $80K pipeline. Six months later, we ran a $28K partner event and generated $340K. Here's what changed.
We Redesigned Our Trade Show Booth Around One Insight
Our booth was professionally designed, on-brand, and completely ineffective. People walked past without stopping. Then we spent three hours observing attendee behavior and rebuilt everything around one insight: engagement creates engagement.
Regional Campaign Planning: Coordinating Field Marketing Across Multiple Markets
Design and execute coordinated regional marketing campaigns that balance local customization with brand consistency, optimize resource allocation, and drive measurable pipeline across key markets.
How I Landed a Speaking Slot at Our Industry's Biggest Conference
I submitted five conference proposals and got rejected every time. Then I learned that conference organizers don't want product pitches or generic best practices—they want tactical, opinionated sessions that solve real problems. Here's the proposal strategy that finally worked.
Virtual Events in 2024: What Actually Works After Everyone's Zoomed Out
We tried to keep running virtual events the same way we did in 2020. Registration dropped 75%. Here's what we learned about virtual events in the post-pandemic world.
Field Marketing Activation: Driving Local Demand and Pipeline Through Regional Campaigns
Execute effective field marketing programs that generate local demand, support sales teams in key markets, and deliver measurable pipeline through events, partnerships, and regional campaigns.
Demo Station Design: Creating Product Experiences That Convert Booth Traffic
Design and staff demo stations at trade shows and conferences that deliver compelling product experiences, qualify prospects effectively, and drive meaningful follow-up conversations.
We Pivoted to Virtual Events and Registration 5x'd
March 2020 killed our entire event calendar. We had to pivot from in-person to virtual overnight. Registration went from 200 per event to 1,000+. Here's what we learned about virtual event formats, engagement tactics, and hybrid models.
Executive Roundtables: Intimate Events That Build C-Suite Relationships and Drive Enterprise Deals
Design and facilitate high-value executive roundtables that create peer-to-peer connections, position your company as a strategic partner, and accelerate enterprise sales cycles.
Building the Field Marketing ↔ Sales Partnership
Sales ignored 70% of the leads from our regional events. Then I learned field marketing isn't about generating leads—it's about accelerating the deals sales is already working. Here's how we rebuilt the partnership around territory alignment and account-based event strategies.
What Does a Field PMM Actually Do? The Role Nobody Understands
I was promoted to Field PMM and had no idea what my job was. Neither did anyone else. Here's what I learned about the most misunderstood role in product marketing.
User Conference Planning: Running Customer Events That Build Community and Drive Revenue
Plan and execute successful customer conferences that strengthen relationships, showcase product value, drive expansion revenue, and create powerful marketing content.
Creating a Booth Experience People Actually Remember: Beyond Free T-Shirts
Our booth looked professional but nobody remembered us. Six months later, people were still talking about our experience. Here's what we changed.
My Event ROI Measurement Framework: Beyond 'Brand Awareness'
Our CFO asked me to justify a $320K event budget with 'brand awareness' metrics. I got laughed out of the room. Here's the framework I built that actually measures ROI.
Webinar Program Frameworks: Building Scalable Virtual Events That Drive Pipeline
Create a repeatable webinar program that generates qualified leads, educates prospects, and accelerates pipeline through strategic topic selection, promotion, and follow-up.
How Webinars Became Our #2 Pipeline Source: From 12 to 147 Monthly Registrations
Our webinars were generating 12 registrations and 3 attendees. A year later, we're running the #2 pipeline channel in the company. Here's what changed.
Building a Webinar Program From Scratch (200 → 2,000 Registrants)
Our first webinar had 200 registrants and 40 attendees. Eighteen months later, we're averaging 2,000 registrants and 600 attendees. Here's how we built a webinar program that actually generates pipeline.
Virtual Event Strategy: Driving Engagement When Attendees Are Behind Screens
Master virtual event execution that maintains engagement, generates qualified leads, and delivers ROI comparable to in-person events through strategic platform selection, content design, and follow-up workflows.
Securing Speaking Opportunities: Using Conference Stages to Build Authority and Pipeline
Learn how to land speaking slots at industry conferences, craft presentations that deliver value while building brand authority, and convert speaking opportunities into qualified pipeline.
Our $45K Conference Booth Generated 3 Qualified Leads
We spent $45K on a premium conference booth and came back with 387 badge scans but only 3 qualified opportunities. Here's how we completely rebuilt our booth strategy around attendee targeting and pre-show outreach.
Building Our Conference Strategy: How I Tier Events and Allocate $280K Annually
We were saying yes to every event that sales requested. Our conference budget exploded to $400K with unclear ROI. Here's the tiering framework that cut costs and improved pipeline quality.
Booth Design and Messaging: Creating Irresistible Conference Presence
Master the art of booth design and messaging that attracts your ICP, communicates value in seconds, and converts foot traffic into qualified conversations.
My First Trade Show Booth as a PMM: $45K Spent, $12K Pipeline Generated
I thought my first trade show would be a huge win. Instead, it was an expensive lesson in what NOT to do with event marketing. Here's what I learned from a $45K failure.
My First Trade Show as a PMM Was a Disaster
I spent $60K on a trade show booth and came back with a box of business cards and zero qualified leads. Here's what I learned about booth positioning, lead quality, and what I'd do completely differently.
Conference Presence Optimization: Standing Out in a Sea of Exhibitors
Discover strategies to maximize your conference impact beyond booth presence, including speaking opportunities, networking tactics, and creative activation strategies.
Trade Show Strategy for Product Marketers: Maximizing ROI from Conference Presence
Learn how to plan, execute, and measure successful trade show participation that generates qualified pipeline, builds brand awareness, and delivers measurable ROI.