Integrate Sales and Marketing In Your Event Marketing

Andy Brown

07 December 2016

Gone are the days when event marketing  was simply about spreading awareness and “getting your face out there.” Nowadays, businesses are more purposeful about where their dollars and resources go. Understandably so, as we’re in a deeply competitive economy that has made demonstrating the value of actions and expenditures standard practice.

 Traditionally, tradeshows and events have been the responsibility of marketing departments which lead the way in projecting a brand’s image and attracting potential customers. In the traditional model, those potential customers are then handed off to the sales department, where sales reps are charged with screening, qualifying and closing. But just because that’s the way it’s been done doesn’t mean it’s the best way.

Engaging Sales Experts Early Makes Sense for Events and Event Staffing

Being smart with your brand and your investments starts with getting key players from every department, including sales, on the same page. After all, if the purpose of an event is to gather leads for your sales team, doesn’t it make sense to involve the sales team in planning?

 Engaging your sales team in the early stages of event planning ensures that the goals of the event (e.g., to gather leads) align with your business goals (e.g., to make sales). To foster alignment, marketing should have a clear understanding of the event’s audience and how to attract the potential customers most likely to buy your product or service. And who better to help foster this alignment than the sales department?

 With greater audience understanding comes the ability to create an experience that attracts the right potential customers.


Empower Event Staff and Maximize Results through Staff Choreography

When sales and marketing work together in the pre-event, event and post-event stages, crafting successful event marketing is much easier. Structuring an exhibit’s flow and educating the exhibit staff can all be tailored toward achieving an overarching sales goal. However, without the sales team, determining how best to treat the target audience is much more difficult.  

Target Your Audience with Event Marketing

Understanding your event audience and ideal customer is the first step in attracting qualified prospects. The audience for most events can be broken into three main categories:

  • Existing customers with upsell potential
  • Prospective customers with new business potential
  • Tire kickers with little immediate value

In order for your event to be successful for your business, marketing and sales must work together toward the same goal. And that means getting both teams on board for the good of all.

Contact Star & Get Engaged

Andy Brown



Sign up to receive updates on cool projects, Look Who's Talking and all things experiential marketing.

Sign Up


Subscribe to our Blog