In this episode of The Master Marketer Show, host Mike Grinberg is joined by Adam Beck, Director of Marketing at Cadenas Part Solutions, to discuss planning, organizing, and executing successful in-person events.


Main Discussion Points:

– Mindset is key – the event should provide value for attendees first rather than being overly promotional. Relationships and goodwill will drive business impact.

– An event can extend an existing content marketing strategy focused on customer stories and case studies.

– Skillsets needed: Applying a “journalistic mindset”, building partnerships to share workload, effective promotion tactics.

– Finding the right partners to co-host events is crucial. Leverage existing trust-based relationships rather than just starting cold outreach.

– Promoting through account-based advertising, mailers, personal invites/calls is still effective alongside digital channels.

– Business impact seen via website traffic spikes, downstream deals, customer feedback on value gained.


The Value of Building Relationships: From Digital to Real-Life

One of the main goals of hosting events, according to Adam, is to tell customer stories. By organizing in-person events, companies have the opportunity to build relationships and have meaningful conversations with their customers. In-person events provide opportunities for hallway chats, networking, and building personal connections.


These intangibles in relationships are often the most important, as they can help magnify each other’s messages and reach.


The Purpose-Driven Event: Creating Value for Attendees

When planning an event, Adam emphasizes the importance of prioritizing the customer and focusing on building relationships. The purpose of an event should be to create value for the attendees and provide an experience that goes beyond a simple sales pitch. To achieve this, it is crucial to understand the needs and interests of your target audience and tailor the event accordingly.


Adam’s Industrial Marketing Summit is guided by customer interviews conducted to identify common pain points and gather insights that shape the event content.


Creating a Framework for Success: Organizational Tips and Tricks

To ensure success with an event, Adam emphasizes the importance of careful planning and execution. He suggests the following tips:


  • Manage speakers and presenters effectively by tracking their topics and ensuring minimal overlap.
  • Delegate tasks and surround yourself with a good team to share the workload.
  • Partner with professionals or agencies to handle logistics and infrastructure.
  • Continuously listen to feedback and be willing to adjust your approach if necessary.



Evaluating Success: Metrics and Measuring Impact

When evaluating the success of an event, metrics such as marketing qualified leads and new meetings set are essential for measuring marketing performance. Additionally, web traffic and conversion numbers can provide valuable insights into the impact of an event. Adam also suggests considering metrics like incremental referral revenue and customer lifetime value to measure the impact of relationships formed at events.


Embrace the power of events: Tell compelling customer stories

The value of in-person events for B2B marketing leaders cannot be overstated. Building relationships, hearing customer stories, and creating value for attendees are cornerstones of successful events. By strategically planning and executing events, B2B marketers can drive results and gain actionable insights for long-term business success. 





Recent Episodes: