#124: Events | How to Create Memorable Events that Drive Pipeline (with Kera Wright, Founder of Planner Pal)

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Mar 14, 2024

Learn how to create memorable events that drive pipeline with Kera Wright, Founder of PlannerPal. Discover the importance of cost control, key moments, and strategic planning for event success. Explore tools like Asana and Slack for effective event management and embrace the return to in-person events for meaningful connections. Get insights on ABM success factors and solutions from Apollo.io.

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ADVICE

Prioritize and Weight Event Goals

While events can have multiple goals (customer engagement, pipeline, brand building), prioritize and weight them.
Clearly communicate the primary goal to your team for focused execution.

ADVICE

Trade Shows for Pipeline, Hosted Events for Brand

Hosted events are better for brand building and pipeline acceleration, while trade shows are more effective for initial pipeline generation.
Trade show attendees expect transactional interactions, making it a more natural setting for those conversations.

ANECDOTE

Planner Pal Launch

Kera is launching Planner Pal, an on-demand event marketing consulting service.
It offers task-based support, allowing clients to purchase packages of hours for specific needs.

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Dave is joined by Kera Wright, Founder of Planner Pal. Kera ran Event Marketing at companies like Microdesk and Aircall, where she managed planning and execution at high-profile trade shows like Dreamforce and INBOUND. She has now founded her own company to help marketing teams host better events.

Kera shares her approach to organizing events, covering everything from project management to cost control. Learn how to host memorable events with your customers at a fraction of the cost and why focusing on a few key moments can make all the difference in the success of your event. Plus, Dave bounces his ideas off Kera for a potential Exit Five in-person event in September.

Timestamps

(00:00) - - Intro and Exit Five's in-person event
(05:22) - - Importance of real-life connections
(09:05) - - Importance of event programming
(12:53) - - Blending marketer and planner roles in events
(17:44) - - Identifying Ideal Partnerships for Events
(20:05) - - Event ideas centered around impactful offers
(25:42) - - Avoiding overwhelming yourself
(26:41) - - Goals of an event
(32:29) - - Challenges of being a full-time event marketer
(34:08) - - Importance of Project Management Tools
(38:26) - - The significance of small breakouts for event networking
(39:50) - - Intention and goal-setting for event success
(44:00) - - The event calendar algorithm & outro

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