6sense Events Playbook – Part 2

Saima

In Part 1 of the 6sense Events Playbook, I shared how the brilliant @EJ Oelling and her team plan events with customer experience — and ROI — at the forefront. We covered:

1. Data-driven audience targeting
2. Strategic personalization that truly resonates
3. Leveraging AI-Powered 6sense Email Agents
4. Executing Exceptional, Curated Experiences

Be sure to check out Part 1 if you haven't already. Now, for the rest of the team's best secrets for pulling off events that customers, prospects, and partners love …

Step 5: Surprise and Delight 

Memorable events are rooted in great content and networking, but they also contain unexpected moments that spark joy and engagement. The best experiences tap into emotions, making attendees feel seen, valued, and excited to be part of something special. 

Real-Life 6sense Example At Breakthrough 2024, we took this concept to the next level with carefully curated moments that added fun, energy, and a touch of the unexpected. 

• The Pack Drum Line kicked off the opening session with an electrifying performance, setting the tone for high-energy engagement. 
• DJ Kelly, our dynamic DJ and emcee, kept the atmosphere buzzing throughout the event. 
• Klik Badges, which lit up teal, made attendees part of an interactive, visually stunning experience. 

And then there were the creative activations: 

• Personalized navy Yeti water bottles, customized with onsite laser engraving and stickers, gave attendees a unique, useful keepsake. 
• The Interactive Breakthrough Wall, a live photo mosaic, revealed a hidden message as attendee pictures filled the display. 
• A Professional Headshot Station gave attendees a valuable LinkedIn-ready asset in real time. 
• A Pickleball Court featuring an Elvis referee added an unexpected and hilarious twist to networking. 
• The Splash Mob at the Closing Party, a choreographed dance by servers-turned-performers in a fountain, delivered an unforgettable, high-energy finale. 

As EJ puts it, “People remember how you make them feel. We create experiences that aren’t just fun — they’re designed to spark conversations, connections, and buzz long after the event ends.” 

How you can apply this: 

• Integrate unexpected moments that align with your brand’s personality — whether it’s live entertainment, interactive tech, or sensory experiences. 
• Make personalization a priority. Small custom touches, like engraved swag or interactive art, make attendees feel valued. 
• Plan for shareable moments — activations that encourage photos, social sharing, and word-of-mouth amplification extend the event’s reach beyond the four walls of the conference hall. 

A few of the “surprise and delight” moments from Breakthrough 2024 included a splash mob, 6scents custom fragrances, Elvis refereeing pickleball, a drum line, a photo wall that revealed next year’s Breakthrough location, and a friendship bracelet station.  

Step 6: Robust and Strategic Follow-Up 

Events themselves are only one part of event strategy. Smart, consistent, and relevant follow-up is a core component any effective ABX methodology. 

Real-Life 6sense Example After each event, EJ’s team executes a structured three-stream follow-up strategy: 

1. Personalized thank-yous 
2. Targeted thought leadership content 
3. Specific outreach from sales and customer success teams 

This approach has repeatedly converted casual interactions into meaningful, long-term relationships and measurable pipeline growth. 

How you can apply this: 

• Define and implement distinct follow-up streams tailored to attendee interactions and their place in the buying journey. 
• Leverage automated systems and tools like 6sense Email Agents to manage high-volume follow-up effectively and personally. 

Step 7: Clearly Defined, Proven ROI 

EJ’s standard for event ROI is explicit: “If we can't get a 10x ROI, we're not doing it.” Remarkably, our ABX strategy has delivered returns as high as 56x ROI. 

Real-Life 6sense Example Post-event analysis consistently validates our strategy, with specific metrics such as deal acceleration, pipeline generation, and overall attendee engagement clearly demonstrating tangible business value. 

How you can apply this: 

• Establish clear, ambitious ROI goals before your event, and measure rigorously against these metrics post-event. 
• Use these insights to continuously refine and justify future investment and strategic direction. 

Step 8: Continuous Innovation and Improvement 

At 6sense, EJ and her ABX team continuously innovate. “It’s taking that one-to-one and one-to-few and really diving deeper," EJ highlights. "It’s finding that perfect experiential blend of digital and in-person.” 

Real-Life 6sense Example EJ’s team regularly experiments with hybrid event formats, blending digital accessibility with exclusive in-person experiences, continuously improving their approach based on direct attendee feedback and measurable outcomes. 

How you can apply this: 

• Solicit and leverage detailed attendee feedback after every event to pinpoint areas for innovation and improvement. 
• Experiment with hybrid or blended event formats to broaden reach, enhance attendee experience, and maximize impact. 

The Innovators Behind the Scenes 

ABX folks are some of the most inspiring marketers out there, and the 6sense ABX team is no exception. Their creative vision, strategic expertise, and meticulous execution set a benchmark for event excellence. 

By adopting the detailed strategies we've shared — leveraging data-driven audience targeting, deep personalization, AI-powered outreach, carefully curated experiences, strategic follow-up, clear ROI measurement, and continuous innovation — you too can elevate your event marketing and achieve exceptional results.  

Take inspiration from EJ and the ABX team's proven playbook, apply these insights consistently, and position your own events to reach new heights "surprise and delight.”