Types of Events in GTM
Webinars: educational, scalable, asynchronous. Conferences: community, thought leadership. Customer events: community, retention. Trade shows: awareness, competitors.
Event ROI and Metrics
Track registrations. Track attendance. Track quality of attendees. Track post-event engagement and pipeline. Not all events have equal ROI.
Making Events Work in Your GTM
Events support your positioning. Events generate leads. Events build community. Design each event with clear goals.
Post-Event Follow-Up
The event is just the beginning. Follow-up email sequences. Sales outreach. Nurture sequences. Leverage the momentum.
Frequently Asked Questions
How do I implement this?
Start by understanding your current situation. What's working? What's not? Use this framework to identify gaps. Pick the highest-impact area and start there. Don't try to do everything at once.
What if I don't have all the resources this requires?
Start small. Use what you have. Many elements can be simplified or adapted to smaller teams or budgets. Focus on the core principles, not the exact tactics.
How long does this take to implement?
Depends on your starting point. 30-60 days to get fundamentals in place. 6-12 months to fully implement and iterate.
Next Steps
Pick one element from this framework and implement it this week. Don't wait for perfect conditions. Start with what you have, learn, improve, and iterate.
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