B2B GROWTH, IRL: HOW TO DO EVENT MARKETING THAT ACTUALLY MAKES A DIFFERENCE

Summary from the TLDR Marketing newsletter

The best event marketing opportunities for driving growth are field marketing events, which can be tied to a specific sales metric, such as sales-qualified opportunities (SQOs). Prioritize events that allow you to connect with your ICP and enable direct lead generation via sponsorships. Look for guerrilla marketing opportunities, such as side events or unique handouts beside the conference entrance. Speaking at a conference is usually the most effective way to get your ICP’s attention.