My last blog post, “Maximizing the Effectiveness of Events for Pipeline Acceleration,” struck a chord with many marketers who are struggling to increase the effectiveness of their event strategies. Not surprisingly, most of the comments and inquiries I received were from marketers seeking additional guidance on improving the effectiveness of the ever popular “closing event,” an example of what we refer to as last-mile pipeline acceleration.
Many b-to-b organizations make the mistake of inviting a broad audience to closing events, which can dilute the focus on opportunities with the greatest chance of closing. Sales and marketing need to work together to establish criteria for last-mile opportunities and remain focused on the goal of pushing the opportunities closest to closing across the finish line. Determine which opportunities are eligible for last-mile event participation using the following criteria:
Jennifer Ross is Senior Research Director of Marketing Leadership Strategies at SiriusDecisions. Throughout her 20 years as an executive-level marketer, Jennifer has employed integrated, multi-channel inbound/outbound marketing campaigns to generate demand, increase brand identity and awareness, and drive business growth. Follow Jennifer on Twitter @Jenross17.