How to: Embark on a virtual event project image

Embark on a virtual event project

6Connex CMO Lisa Farrell shares advice for marketers considering a virtual event program​

Thinking about a virtual user conference? Or maybe a virtual product launch, roadshow or partner education event? No matter the marketing use case, here are three things you should do before you dive in.

1. Define a clear answer to the question: Why?

Why are you spending time, money and resources on this project? This might sound like an obvious question, but I’m still surprised when clients kick off a virtual event project without a clear answer. It’s critical to know what you want to measure, so be sure to evaluate the available metrics early on and to define what’s most important to you. Keep in mind, however, that some of your rationale might be qualitative.

Maybe your goal is X number of net new contacts, or maybe it’s X dollars added to the pipeline. On the qualitative side, maybe it’s client engagement with your content and your reps. Whatever your answer, I recommend you communicate it early and often. Keeping everyone on the same page will make it much more likely that you will be able to execute a program that delivers.

2. Recruit your people

There’s no doubt it takes a village to deliver a successful virtual event.  If it’s your first program, I don’t want to scare you, but your team should probably include an executive sponsor, a project manager, content contributors, speakers, design support and audience recruitment support. In addition, you’ll want to identify your live day team, with company representatives, moderators and technical support.

Your team will also likely include a virtual event platform vendor, hopefully one who’s done this before, ensuring you get as much strategic guidance and personalized program development as possible.

While a number of the roles may overlap, I recommend recruiting a team who’s excited to support your rationale and knows what they will contribute to the overall goal.

3. Build a realistic timeline

Ok, so this might be entirely out of your control, but never underestimate the time it will take for your first virtual event program.  No matter how long you have, you’ll always wish you had just one more week. Before you kick off, spend as much time as possible defining all the deliverables and deadlines. A detailed view of what’s due and when will help you maximize your time and your productivity. It will also keep you in check, so when an awesome idea strikes, you can be realistic about whether or not you have time to implement it.

Virtual event programs can be a very effective element of any marketing plan. They offer a perfect blend of demand gen, content marketing and lead nurturing, with almost countless possibilities for engagement with your brand. With these three recommendations in mind, you’ll be on your way to virtual event success, right from the start.​

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