Definitive Guide to Event Marketing

Promoting Your Event
Segmentation
No matter what sort of promotion you
are using, segmentation is vital to
getting the right attendees registered
for your event. Make sure you spend
time on data quality and ensure that
the lists can be reused in the future.
You want to focus on demographics like
job title, industry, location, etc to target
top prospects (especially for direct mail
or call downs), and remember that
location matters.
#DG2EM
Take into consideration company location
vs. personal location vs. inferred location,
like IP address, to make sure that you are
sending your communications to the right
person. You certainly don’t want to send
someone who lives and works in Boston
an invite to an event in Wisconsin, unless
your data shows that they have attended
events in that area before. But keep in
mind that you’ll never get it exactly right,
so message appropriately.
Marketo segmentation for
Boston Roadshow event
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