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Events: Whatās the killer metric?
Spoiler alert, itās not volume š
In fact, there isnāt just one. One of the (many) reasons we love hosting events is that they give us a million touch points with potential customers we can track, optimise and learn from. Before the event has even happenedā¦
And way after itās over. Thatās because events are really a Nurture Activity. The event itself is just a tiny dot in a galaxy of opportunities to build a good relationship with your ICP. Our ugly/beautiful (sorry Stine!) diagram below should give you some perspective.
Nurture what?
Here's a quick explainer.
A nurture activity is a repeatable activity that can capture potential and existing customers on a weekly or monthly or even quarterly basis. It offers an ongoing touch point between you and your audience, paving the way for continuous engagement, education, value delivery and building trust.
This activity also reveals customer insights and is a great source for content production across the funnel from awareness all the way to retention.
Identifying and defining the metrics that matter TO YOU is key. You need to align on the metrics of success before executing if you want to properly evaluate the effectiveness of an event.
Having 200 signed up to your 50 person event might feel like success until you figure out only one in ten is an ICP. Conversely if 30 ICPs are interested in your event, sign up for marketing, but canāt make it on the day - itās a great sign your messaging is working.
Picking a ānorth starā metric helps take the āgut feelingā out of events and figure out whether they are a good channel to invest in.
Getting started with event metrics
Get sneak peek at our favourite resources for events š¤«
From our favourite things to measure to experiments you can run to drive acquisition, browse our Resources Library for useful templates, tools and guides to help you figure out if events are a good way to build relationships with your target audience.
Event Debrief Template Figuring out what worked and what didnāt is the key to getting ābetterā at events. Catch those signals before you repeat.
Event Brief Template Events are a great way to build relations with ICPs but they can be daunting. Our template gets you started right.
GTM Talent Radar.
Looking for your next hire or role? We got you.
Cool GTM profiles on our radar from across the B&B community.
MARKETING. Hot digital marketing profile. SoMe strategy, campaign planning, content marketing, community building, partnerships - it's all here!
MARKETING. Super creative marketing leader with 10+ years in B2B tech scale-ups looking for their next big adventure.
Cool companies we know that are looking for awesome GTM professionals.
Sharp next-gen health care brand being built out of Copenhagen. Looking for a retail ops and growth superstar.
Team doing (important) internal communications training for organisations. Looking for a marketing profile with focus on SEO and email marketing.
Ping us if you want an intro.
We Love Events.
Keep your eyes peeled for upcoming invites!
Events are (slowly!) slowing down for the year but there's plenty of good opportunities to hang with friends from across the community this Autumn.
Building Green Afterparty - Expect the usual magic as Akuart brings together the Copenhagen design community in the heart of Nordhavn's creative quarter. (31/10)
5 Security Strategies For Every Company - Connect with the cyber community as Seculyze & Microsoft share insights and celebrate a huge milestone. (04/11)
Vibes After 5 - Last one of the year! Join us for a festive edition to wrap up an eventful 2024 before the holidays roll. (04/12)
If that sounds like something for you, drop us a line. See you out there!
And finally.
An update from the team!
Our dear Josie is off to new adventures, bringing her formidable growth powers to a scale-up with super big ambitions. She will stay on as an advisor - and friend! We can all follow her next steps and crazy experiments over here. Godspeed Josie!
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