In-person events are back but are they producing?– Camela Thompson // CaliberMind

In-person events are back, and everyone is excited, but are they producing to justify their investment? How can marketers with lean budget leverage in-person events to meet their buying audience and move them along? What does the future hold for in-person events in the wake of the buyers’ toolkit? Find out more in this conversation as Camela Thompson, the VP of Marketing at CaliberMind, discusses the return of in-person events, if they’re worth the investment, and how to leverage them on a lean budget.
About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

Show Notes

  • 03:59
    What does the in person event space look like since the return?
    Buyers are starting their investigations from in-person events. It's harder for marketers to justify spending on in-person events. The buyers' toolkit means some buyers don't have to attend in-person events. Even though people are excited about being back to in-person events, the ROI has not been as expected.
  • 07:45
    In person events are creating a great brand impression; sellers need to be at certain events where buyers expect to see them as one of the vendors
    But marketers must consider in-person events as a long-term play, not an immediate turnaround, or they'll set the wrong expectations with the board.
  • 10:26
    What's the outlook for in person events in the coming year?
    Expect to see more small events, some large ones, and partnerships among companies with a lean budget.

Quotes

  • "Suppose you add to that buyer toolkit a compelling speaking session of some enthusiastic customers willing to participate on a panel about a best practice topic that's product agnostic. That's such a great opportunity." - Camela Thompson

  • "There are some shows with enough of your buyer audience who expect to see certain vendors there. If you're not there, that could be problematic, and you'll miss an opportunity to reaffirm your brand." - Camela Thompson

  • "Think about these events as a long-term play and not an immediate turnaround, or you're setting the wrong expectations with the board, and they're not going to want to invest in it." - Camela Thompson

  • "I remember participating in a massive healthcare trade show. Three days later, the CEO came to me asking how much revenue had come out of it. Meanwhile, we had a nine-month sales cycle. There was a misalignment of expectations. The earlier you set expectations, the better off you'll be when you decide to make that investment into in-person events." - Camela Thompson

About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

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