How to choose which events you sponsor

Hi everyone, as part of mine and @EJ Oelling's presentation on event strategy at Inspire UK (slideware is here!) we covered a lot of great points, but a quick tip for you all on sponsored event selection:

Ask the sponsors for the previous year's attendee list! Take that list and compare it to your Ideal Customer Profile segments, make your decision based on whether there are enough of your ICP accounts present on that list.

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Our process:

1 - Get the company names from the vendor, put them through ChatGPT and ask for a table showing company name and domain name (imperfect but it's fine for this if you need to do it in a hurry)

2 - Download your account list from the CRM, showing all the rich data points from 6sense e.g. Fit Score, and specific data points like whether it's a target account, which region owns it, the size of the company, the GTM segment it's in, etc.

3 - Compare the two!

By doing this we can make data-first decisions, and means no nasty surprises after the event when you discover it wasn't quite the right fit.

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Post-conference pro-tip: Remember to segment out any 6QAs and treat those in-market attendees like VIPs - have BDRs call them, send them gifts, share super high value content. Use Conversational Email to follow-up with everyone else :)