In our 2nd episode of Aventri's Event Strategies series, we interview Christina Dieckmeyer, the Director of Marketing for North America at iGrafx.
In this episode, Christina talks about iGrafx's in-person & virtual event strategy, and how they determine ROI from their event programs vs other channels. We will also discuss why iGrafx decided to format their annual event as a virtual event before coronavirus became a reality and overall thoughts on its impact on events and marketing in the future.
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The key benefits of a virtual event:
“We really just wanted to widen the net. We wanted to include more people. We wanted to reach more people on the topics that we know are important to them.”
On the benefits of scheduling virtual events over multiple days:
“The best part about virtual events being spread out over five days, is it allows us to be really agile. So what we learned from day one from those polls, or from that Q&A, or if something goes wrong with the session, we can really implement changes and improvements on day two.”
On which metrics Christina and iGrafx will be watching during their virtual events?
“Cost per lead overall and ROI of each event and we look at things like the overall cost of the event.The number of leads that can be directly attributed to that specific event. And then most importantly we look at their progress through the funnel.”
