Are you looking for a way to get more customers? Check out these tips on how to increase your event based sales.

I was recently working with a client who was struggling to hit their numbers. After talking to them, I realized that they weren’t utilizing trigger-based marketing techniques.

Event Based Sales: A Great Way to Bring in More Customers

Event based sales are sales that are based on specific events that occur throughout the year. These events can be anything from holidays to special sales events that are put on by the company.

Event-based sales are a great way to increase sales and bring in new customers.

Event-Driven Selling: The Core to Your B2B Sales Process

Buying and selling are a series of steps.

An event-driven selling approach is beneficial for understanding and analyzing what occurs during the sales and buying cycles. This type of analysis can help improve effectiveness and efficiency.

It improves your effectiveness by allowing you to make improvements to your process.

What is a Selling Event?

There are a variety of events that can occur during the sales process.

  • Face-to-face events – trade shows, exhibitions, network meetings, presentations, seminars
  • Online meetings – webinars, conference calls, Skype presentations
  • Smal touch-points – phone calls, email, SMS
  • Commercial activities – sales quotations, proposals, negotiations, contract signings
  • Product events – announcement of a new product or service or the launch of a new product version
  • Vendor calendar and accounting events – period endpoints such as end of the month, quarter, or year
  • Buyer calendar events – sales peaks, renewals, financial year, budget submissions, regulations
  • Buyer process events – ITT issue, response deadline, shortlist of potential suppliers, taking up references
  • Competitor events – release or discontinuation of a product, arrival or departure of key staff

These are just some examples. There may be more depending on your company and customers.

The Compelling Event

What vendors are looking for are specific, time-based reasons why a buyer needs to make a decision, rather than allowing the situation to drift on and keeping with the status quo. This is often due to compliance issues, such as new laws or regulations.

You might want to consider the compliance aspect of this situation. A new law or regulation could be coming into play that you need to be aware of.

In the absence of external deadlines, the vendor has to work hard to make their events ‘compelling.’ This means that they need to be creative and come up with ways to make their events stand out.

Event-Driven Selling Framework

Looking at the sales cycle of your business as a chain of events, you can develop a blueprint for your sales and marketing efforts.

The event-driven selling framework is a great way to identify the next step that you would like your prospect to take. This will help you determine your call to action.

Increase Sales with Live Events

Event-based selling can be an effective way to generate leads and increase your conversion rates. A tracking system that tracks customer and prospect data can help you make better business decisions.

Event-driven sales are at the heart of your live-events marketing strategy.

Curate Your Communication for Prospects

Always provide your prospect with the best quality information. By building a relationship with them and choosing the communication channels that work best for them, you’ll increase the number of sales you make at face-to-face meetings.

As event planners, it’s crucial to collect data and insights about your event to deliver the best experience for your attendees. This will ensure they come back. One way to do this is by using the best communication channel for your target audience.

Virtual Lobby and Video Conferencing

Create a virtual or hybrid event with simultaneous video breakout rooms, RTMP sessions, sponsor trade shows, and a control room.

Registrations, Landing Pages, Forms, and Emails

Use our web and mobile apps to capture information from your prospects and customers. Our apps have advanced features like multi-invites, email integration, and customizable templates.

CRM, Integration, and Data Management

Organize your conference with our event management tools, which integrate with your organizational charts, security, and branding. A content management system allows you to add customized fields and information to your events, schedules, speakers, and sponsorships.

Analytics, Reports, and Compliance

With reporting and workflow features, you can generate detailed financial reports for your whole company. You can also integrate the software with your existing CRM, ERP, and accounting systems, so you can be sure you’re fully compliant with all regulations.

Check-In, Badges, and Access Control

Mobile technology can streamline your event check-in process by using QR codes or wearable bands. This will allow you to have real-time reports and statistics on who is attending your event.

Integrate Logistics, Hotels, and Travel

Event logistics software allows you to integrate your flight information, hotel room lists, meal vouchers, and vendors in real-time.

Integrate Events With Your Sales and Marketing Tools

When companies use outdated technology, they lose out on valuable data that could help them make more sales and better connections.

By integrating modern events software with your sales and marketing tools, you can start tracking nurtured leads seamlessly and without hassle. This way, every piece of data is automatically collected and synchronized, making it easy for you to learn what works best for your business and increase sales conversion.

Test out different sales strategies to see what works best for your business.

Create a Virtual Hybrid Lobby

Bring all of your events, breakouts, and meeting to your virtual booth! Create a unique, engaging, and interactive experience for attendees by live streaming video to your virtual event.

Benefits of Event-Based Marketing

Events are an excellent marketing tool for boosting brand awareness and driving sales.

Let’s take Pizza Hut as an example. During the Super Bowl, they implemented an event-based marketing campaign that gave away a $5 coupon for every $10 spent. Every time a customer checked into Foursquare, they were able to unlock a badge with the voucher. The result was a huge upsurge in pizza sales.

Another example of a great event-based marketing strategy was from Walgreens. Its SoLoMo (Social, Local, Mobile) program also utilized Foursquare to reward customers with a special offer.

When creating an event-based campaign, remember to use consumer events and behavior to identify profitable opportunities for your business. Good marketing before, during, and after events can greatly increase the outreach, exposure, and engagement opportunities for your business.

Types of Events for Your Marketing Strategy

Marketers tend to focus on holiday events, but there are a lot of other events happening in our lives that we could use as marketing opportunities. Christmas promotions? Black Friday sales? These are forms of event-based marketing.

If you want your sales team to be truly successful, you need to think outside the box and move beyond just hosting holiday events. Instead, find out how you can define events on a much broader scope.

An event is anything that triggers a customer to take action. This could be a purchase, blog sharing, birthday, address change, a financial windfall, marriage, the birth of a child, change in season, breaking news, or even trends.

The events you choose as trigger points will vary from business to business and depend on your client base.

While direct marketing involves reaching out to customers through direct communication such as emails, promotions, or advertisements, it’s completely different from event-based marketing.

Event-based marketing (EBM) campaigns are based on events happening in the lives of customers. An event is anything that can be planned in advance, such as the end of a contract, or something that is more spontaneous like marriage.

An events-based marketing campaign is more personal than other forms of online marketing. It allows you to interact with your customers at the exact moment they need you.

What is Event-Based Marketing?

Event-based marketing is a type of marketing that focuses on creating and hosting events that promote a product, service, or brand. Event-based marketing can be used to launch new products, build brand awareness, generate leads, or drive sales. Events can be physical or virtual and can range from small meetups to large conferences.

What is an Example of Event-Based Marketing?

Event marketing is a type of marketing that is designed to create interest in a product or service through the use of events. These events can be anything from concerts and festivals to trade shows and conferences. Event marketing can be an effective way to reach out to potential customers and create a buzz around a product or service.

Why is Event-Based Marketing Important?

There are a few key reasons why event-based marketing can be significant for businesses. For one, events can be a great way to generate interest and excitement around a product or service. They can also be used to build relationships with customers and create loyalty.

Additionally, events can help businesses to reach new audiences and markets, and they can be used as an effective tool for market research.

Finally, events can provide an opportunity for businesses to differentiate themselves from their competitors.

Which is Trigger-Based Marketing?

Trigger-based marketing is a type of marketing that is activated by a specific event or action. This type of marketing can be used to target customers who have taken a specific action, such as visiting a certain page on a website, signing up for a newsletter, or making a purchase.


If you’re looking for a way to increase your event based sales, trigger-based marketing is a great place to start. By targeting potential customers based on specific events or triggers, you can ensure that your message is relevant and timely. Keep these tips in mind and you’ll be sure to see an uptick in sales!

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.