Choosing the Right Audience and Aligning Tactics



Crafting the perfect event in the B2B SaaS industry is a delicate balance between understanding your audience and tailoring the experience to resonate with them. Let's take a closer look at this balance, dissecting a conversation between two industry experts on the topic.

The Two Mindsets: Which Comes First, Company or People?

Every event strategy begins with a foundational mindset. Some events prioritize the company, promoting the brand in every possible way. While this can generate visibility, it often comes off as transactional and lacks the personal touch. A company-first approach might seem attractive for immediate returns, but it risks alienating attendees in the longer run.

On the other hand, placing people at the heart of the event creates a more meaningful connection. Here, the focus is on delivering content that the audience genuinely wants to hear. The advantage? If you've been embedded in a sector like MarTech, you inherently understand what your peers want. Tailoring your event from this people-centric perspective ensures that your attendees find real value in the experience.

The Role of Internal Champions

Don't underestimate the power of your team members in amplifying your event. They can share insights about the event's value and solve the specific pain points attendees might have. By doing this, they present a compelling case for why one should attend, whether it's to gain knowledge, network, or simply to enjoy the experience.

Familiar Faces

People are more likely to attend an event if they recognize the names associated with it. Influential speakers, for instance, can drive registrations simply because attendees are keen to hear them speak or network with them.

However, it's not just about the big names. Many attendees are equally motivated by the opportunity to network with their peers. The initial group of attendees you secure can significantly influence subsequent registrations. It's a ripple effect; when one person talks about attending, others often follow.

Leveraging Sponsors Effectively

Most events rely on sponsors, not just for financial reasons but to enhance the experience. Here's where a bit of strategy comes into play. It's vital to understand who your sponsors are trying to engage. While it's essential to ensure your event doesn’t devolve into a sales pitch for sponsors, aligning with their target audience can create a win-win situation. It's a subtle dance between offering value to attendees and keeping sponsors happy.
Event planning, especially in the B2B SaaS space, requires both art and science. It's about understanding the human side of business - what motivates people to attend, engage, and ultimately find value in your event. By tuning into these insights and being thoughtful in your approach, your event can stand out in a crowded marketplace.

Are you ready to embark?
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