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Awareness or lead generation ? To respond effectively, it is important that the marketing team is clear on what their company's business objectives are. You may think that it is obvious, but it is not: it will certainly have happened to you, on some occasion, that you have no visibility on your long-term objectives and that this has had a negative impact on your strategy. I'll give you a significant example.

Was promoting an event on a very popular topic in the IT field, but totally new for the company, which was still developing its solution in the field. Despite this, he wanted to push conversions as the main objective of the event. Being Job Function Email List a hot topic, there were many registrations, but the participants were poorly engaged as the sales force was not ready to handle their requests. In this case, it would have been better to opt for an awareness event.



Start positioning the company in the sector and then, with different levers, push for conversion. It is therefore crucial that marketing has full vision and understanding of the company's objectives and works closely with sales to achieve them. 2. What do I want to talk about and to whom? The second step is naturally to define the topic of the event and consequently, who the buyer persona is and what pain they need to resolve.