Getting the C-Suite On Board with Your Event Strategy

Section 1: Introduction

The Introduction explains that events evolved from paper check-in and manual exports to integrated, cross-channel systems. Event data now supports personalized follow-up campaigns. The introduction notes rising stakes in event technology. The C-Suite is increasingly involved in technology decisions and digital transformation. The focus is on proving how in-person events contribute to business success. The Chief Marketing Officer (CMO) leads many technology initiatives; the C-suite aims to connect with customers more humanely. The eBook targets readers who want to prove event ROI and secure executive buy-in. The text presents four core data foci: C-Suite role, ROI proof, future evolution, and 2020 strategy shifts. ROI, in this context, means return on investment from event activities. The document defines ROI as the value generated by events relative to spend. The section emphasizes concise, evidence-based arguments to win internal support. The definitions provided establish the document’s goal: to guide marketers in aligning with executives.

Section 2: The Current State of Events

The Current State of Events describes ongoing executive involvement in technology decisions. A Forrester report shows 93% of global B2B marketers planned to increase or maintain event spending in 2019. Cert ain’s State of B2B Event Marketing confirms events drive brand awareness, demand generation, pipeline acceleration, and customer engagement. These insights indicate events remain critical to buyer journeys. The text asks why marketers need this eBook, given executives’ interest. It notes widespread struggles to communicate event ROI to the C-suite. A large share of marketers reportedly understand ROI only at a high level, not for the full funnel. The implication is a need for better tools and methods to connect event spend to revenue outcomes. The section concludes that sophisticated data and messaging can bridge the gap between events and business results.

Section 3: The C-Suite and the Bottom Line

The C-Suite and the Bottom Line discusses growing executive involvement in technology decisions and bottom-line outcomes. Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) are likely to control new marketing technology spends. Executives increasingly influence day-to-day logistics to drive sales and measure results. Event marketers can showcase data-driven decision making to key stakeholders. The section argues that event technology helps executives see the impact of events on the business. It frames the topic as an opportunity to align event planning with strategic business goals. The content emphasizes demonstrating how data and tech choices affect revenue and customer outcomes. The section sets up upcoming guidance on communicating value to top-level decision-makers.

Section 4: How Event Marketers Can Uplevel Their Communication With the C-Suite

This section explains how event marketers can elevate communication with executives. Marketers possess rich attendee data and technology know-how. They must translate data insights into strategic value for the C-suite. The text outlines practical considerations for pre-event, during, and post-event communication. The aim is to persuade top-level decision-makers of how event tech and data inform strategy. The section emphasizes framing insights as strategic contributions to planning. It highlights the need to connect event outcomes to business objectives. The guidance presented helps marketers position themselves as strategic partners rather than service providers. The content prepares readers for improved collaboration with leadership.

Section 5: Before the Event

Before the Event focuses on planning and preregistration. It recommends revisiting key results from previous events to outline potential strategy shifts. Defining success and the metrics to measure it is advised. The C-Suite typically sees high-level results; event data can reveal strategic shifts. Event marketers should define objectives early and communicate the metrics that will determine ROI. The section stresses using event technology to expose achievable metrics and decision points. It argues that upfront thinking about data collection strengthens post-event outcomes. The guidance helps align pre-event planning with executive expectations. Clear objectives and metrics support a stronger ROI narrative.

Section 6: During the Event

During the Event discusses real-time engagement and attendee insights. Check-in technology is recommended to learn about attendee preferences and interests. Personalizing experiences during the event demonstrates value to executives. The section explains that check-in time is a critical moment for gathering attendee intelligence. It notes questions like preferred panels or sessions can drive real-time engagement. Real-time engagement shows executives why the event was an effective marketing avenue. The content suggests measuring immediate results, such as session attendance after notifications. The material positions live interactions as a proof point for the event’s value.

Section 7: After the Event

After the Event emphasizes long-term metrics measured 30, 60, and 90 days after an event. It advocates a follow-up strategy that sustains momentum. It discusses evaluating outcomes beyond attendee data, including efficiency gains from automation. It highlights how post-event data can inform future decisions and demonstrate ROI. The section explains that many attendees forget what they saw; a robust follow-up helps recall and conversion. It stresses tying follow-up content to attendee intent and interests captured at the event. It describes a framework for capturing post-event insights across marketing, sales, and product teams. The content underlines the importance of integrating event data into ongoing customer engagement.

Section 8: Proving ROI in Action

Proving ROI in Action presents a case-focused view. It shares a real-world example of improving data quality and operational processes. The section describes how a Fortune 500 company implemented a series of data and process improvements. It illustrates automation of event communications, lead capture, and data input. The result is consistent data collection across global teams. The company could redirect time to high-value activities, such as content and attendee experience. The example demonstrates how better data flow supports revenue outcomes. The section argues that high-quality data enables repeatable ROI verification. It shows how technology can drive efficiency and better decision making.

Section 9: Event Tips & Predictions

Event Tips & Predictions presents expert perspectives on future trends. It includes quotes from industry leaders on personalized, in-person experiences. The experts emphasize tailored experiences for high-value accounts and unified data strategies. The section predicts increased reliance on mobile event apps over social media. It stresses the importance of follow-up strategies that tailor messaging to attendee interests. It also highlights data regulation considerations, such as GDPR and CCPA, affecting event data collection. The section argues for single-platform event technology to simplify workflows. It suggests focusing on data-driven engagement to maximize ROI. The content concludes with a forward-looking view of the events landscape and actionable tips.

Section 10: About Certain

The About Certain section describes the company as a provider of enterprise event management software. It highlights how Certain enables personalized experiences, branding, and data sharing across systems. The text notes the platform supports both in-person and virtual events. It emphasizes cross-functional collaboration, cost reduction, and improved event outcomes. It notes integration with marketing automation and enterprise tools. The section invites readers to contact Certain for data strategy help. It provides contact details and a brief company overview. The closing calls to action connect readers with the supplier of the solution discussed.