Event-Led Growth: Impact The Entire Flywheel With Events

Title: Event-Led Growth: Impact The Entire Flywheel With Events

In recent years, companies have been exploring new ways to grow their businesses. One of the most effective approaches has been event-led growth. This approach is all about using live virtual and in-person events to impact the entire flywheel, from discovery to expansion. In this article, we'll explore what event-led growth is, how it can be used for retention and expansion, how to use events to educate and engage customers at scale, how product can use events, best practices for webinars and events, and why hybrid events are not the way forward.

What is Event-Led Growth?

Event-led growth is a strategic approach that uses events to impact the entire flywheel of customer engagement. It starts with discovery, where events are used to attract new customers and generate leads. From there, events can be used to engage with customers, educate them about products and services, and provide them with valuable content. Finally, events can be used to drive expansion, by creating opportunities for customers to share their experiences and connect with other customers.

Using Events for Retention & Expansion

One of the most powerful applications of event-led growth is for retention and expansion. Events can be used to keep customers engaged and connected with your brand, providing them with opportunities to learn about new products and services and connect with other customers. For example, a company might host an annual user conference where customers can learn about new features and best practices, network with other users, and provide feedback to the company. This can be a powerful way to build loyalty and drive long-term growth.

Using Events to Educate and Engage Customers at Scale

Events can also be used to educate and engage customers at scale through live virtual events. This can be a cost-effective way to reach a large audience, without the need for travel or venue expenses. For example, a company might host a series of webinars on a particular topic, providing customers with valuable insights and advice. By providing high-quality content, companies can build trust and credibility with their customers, leading to long-term growth.

How Product Can Use Events

Product teams can also use events to drive growth. For example, a company might host a product launch event, where they unveil a new product and provide customers with a first look. This can be a powerful way to generate buzz and excitement around a new product, leading to increased sales and adoption. Product teams can also use events to gather feedback from customers, helping to shape the direction of future product development.

Best Practices for Webinars & Events

Planning is crucial for events. It's important to have a clear goal and audience in mind, and to design the event around their needs and interests. This can involve choosing the right format (such as a keynote speech or panel discussion), selecting the right speakers, and creating engaging content. It's also important to promote the event effectively, through channels such as email, social media, and advertising. Finally, it's crucial to follow up with attendees after the event, providing them with additional resources and opportunities to engage with your brand.

Find Ways to Engage with Your Event Audience

When it comes to events, it's important to remember that it's a two-way conversation, not a one-way conversation. This means finding ways to engage with your audience, such as through Q&A sessions, networking opportunities, and interactive polls. By creating opportunities for interaction and dialogue, companies can build stronger relationships with their customers, leading to greater loyalty and long-term growth.

Pre & Post Event is Crucial

Finally, it's important to remember that the pre and post-event phases are crucial. This involves everything from designing the event website and registration process, to creating follow-up materials and opportunities for engagement. By paying attention to these phases, companies can ensure that their effectiveness with events is worthwhile.