---
title: Event Marketing Strategy — RGM Training
url: https://realgrowthmatters.com/training/event-field-marketing/event-marketing-strategy/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/event-field-marketing/event-marketing-strategy/
---

[Home](../../../index.html) › [Training](../../index.html) › [Events & Field Marketing](../index.html) › Event Marketing Strategy

RGM° · Training

# Event Marketing Strategy

High-engagement at scale. Types, strategy, measurement.

### What you will learn

1. [Why it matters](#why)
2. [Event types](#types)
3. [Strategy](#strategy)
4. [Measurement](#measurement)
5. [Advanced playbook](#advanced)
6. [Common mistakes](#mistakes)
7. [Checklist](#checklist)

## Why it matters

Event marketing builds high-engagement relationships at scale within finite time. B2B field marketing drives meaningful pipeline; consumer events build brand. Strategic design separates programs that compound from one-off activations.

## Event types

- Conferences and trade shows
- Owned events (annual conferences, summits)
- Webinars and virtual events
- Executive dinners
- Customer advisory boards
- Field events (local meetups)
- Customer events and conferences
- Industry sponsorships

## Strategy

- Audience-event fit.
- Goal per event (pipeline, brand, community).
- Multi-event annual calendar.
- Cross-functional ownership.
- Budget allocation per event type.
- Pre-event marketing.
- At-event experience.
- Post-event nurture.

## Measurement

- Pipeline-influenced.
- Pipeline-sourced.
- Brand reach.
- Customer engagement.
- Cost per qualified attendee.
- Cost per sourced opportunity.
- Annual ROI.

## Advanced playbook

- Annual event strategy.
- Audience-event fit assessed.
- Cross-functional ownership.
- Pre-event marketing program.
- At-event experience design.
- Post-event nurture flow.
- Pipeline attribution.
- Annual ROI review.
- Cross-functional integration.
- Industry benchmarking.

## Common mistakes

- Events ad-hoc without strategy.
- Audience-event fit unassessed.
- Cross-functional ownership unclear.
- Pre-event marketing absent.
- At-event experience generic.
- Post-event nurture broken.
- Pipeline attribution missing.
- Annual ROI not calculated.
- Cross-functional integration weak.
- Industry benchmarking absent.

## Checklist

- Annual event strategy
- Audience-event fit assessed
- Cross-functional ownership
- Pre-event marketing program
- At-event experience design
- Post-event nurture flow
- Pipeline attribution
- Annual ROI review
- Cross-functional integration
- Industry benchmarking

## Sources and further reading

- Lenny Rachitsky event marketing case studies
- Reforge events curriculum
- Sangram Vajre B2B events
- RGM ABM Mastery events
- Marketing Brew event coverage
- Event Marketer
- BizBash event industry
- Convention Industry Council
- HBR event research
- Field Marketing Association
- EventMB research
- First Round Review events

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Part of the [Events & Field Marketing](../index.html) series.