Event Marketing Strategy Blueprint

Strategic Marketing Plan: The Future of AI in Business Virtual Summit

Event Overview

• 2-day virtual summit on AI applications in business
• 20 expert speakers
• Topics: AI in marketing, sales, customer service, operations, etc.
• Goal: 5,000 registrations from business leaders, decision makers, practitioners
• Timeline: 4 months until event

Target Audience

• C-suite executives and VPs
• Directors and managers of marketing, sales, customer service, operations
• AI practitioners and data scientists
• Business consultants and strategists
• Entrepreneurs and startup founders

Key Messages

• Discover cutting-edge AI applications to drive business results
• Learn best practices from leading experts and innovative companies
• Stay ahead of the curve on AI trends and technologies
• Network with forward-thinking peers across industries

Marketing Channels & Tactics

Email Marketing

• Segment lists by role, industry, AI maturity
• Personalized event invite series highlighting relevant speakers/topics
• Automated drip campaigns to nurture leads and drive registrations
• Exclusive content offers (e.g. white papers, case studies) for registrants

Paid Social Media

• LinkedIn sponsored content and lead gen forms targeted by job title, skills, groups
• Facebook and Instagram ads targeted by interests, events, pages
• Promote teaser videos featuring speakers, topics, case studies
• Retargeting campaigns for website visitors and engaged leads

Organic Social Media

• Speaker social media kits (graphics, sample copy) to amplify reach
• LinkedIn Event page and posts by company page and executives
• Twitter hashtag campaign and chat with speakers
• Facebook and LinkedIn Live sessions previewing content

Content Marketing

• Blog series on summit themes, speaker interviews, behind-the-scenes
• Ungated video snippets of top speakers and sessions
• Infographics on AI stats and trends relevant to target industries
• Guest posts and backlinks on relevant industry blogs and publications

PR & Media Partnerships

• Press release and targeted media pitching to business and tech outlets
• Exclusive media partner with promotion, coverage, lead sharing
• Contributed articles and interviews with keynote speakers
• Virtual press room with speaker bios, photos, talking points

Influencer & Partner Marketing

• Co-marketing partnerships with AI, business, and industry groups
• Referral campaigns and incentives for partners and speakers
• Influencer outreach to AI thought leaders and industry analysts
• Sponsored newsletter inclusions and podcast mentions

Sales Enablement

• Event messaging and positioning documents for sales teams
• Customizable email templates and social copy for outreach
• Incentives and contests for top referring sales reps
• Sales training on event topics and speakers for improved lead conversations

Pre-Event Communication & Engagement

• Monthly event newsletter with speaker spotlights, agenda updates, etc.
• Attendee networking app with personalized recommendations
• Pre-event surveys on top challenges, discussion topics, etc.
• Gamification and giveaways for social sharing and engagement

Day-of Event Communication & Engagement

• Mobile app with live polling, Q&A, feedback, etc.
• Dedicated event hashtag and social media walls
• Prompted discussions and networking in event app
• Live bloggers and social media correspondents

Post-Event Communication & Engagement

• Thank you email with recorded sessions, slides, resources
• Personalized follow-ups based on session attendance and engagement
• Post-event survey to collect feedback and testimonials
• Curated content hubs by topic and industry for ongoing learning
• Quarterly newsletter with AI trends, case studies, product updates

Key Metrics & KPIs

• Registrations by channel and campaign
• Marketing qualified leads (MQLs) and sales qualified leads (SQLs)
  
• Cost per registration and cost per MQL/SQL
• Registration page conversion rates
• Email open rates, click-through rates, and conversions
• Social media impressions, engagements, and conversions
• Organic search traffic and conversions
• Partner and influencer referral traffic and conversions
• Attendee feedback scores and testimonials
• Post-event content engagement and product demos/trials

Event Marketing Budget

Tactic	Budget
Email Marketing	$10,000
Paid Social Media	$50,000
Content Marketing	$25,000
PR & Media Partnerships	$15,000
Influencer Marketing	$20,000
Sales Enablement	$5,000
Design & Development	$30,000
Total	$155,000