Event Strategy In Action: An Audience-First Approach

Insights from attending INBOUND 2022

When strategizing an event, your audience needs should be your number one priority in every category.  From attendee journey mapping, speaker selection, on-site signage and all the way to post-event follow-up, every item on your punch list should start with the same question: “What’s in it for my audience?”

With that audience-specific approach on our minds, we recently attended INBOUND, HubSpot’s global marketing event, and noted some deliberate approaches they took towards enhancing their attendee experience. Based on what we saw, here are 4 tips on how putting your audience first can enhance the event experience.

Map Your Event to Your Audience’s Goals

A successful event depends entirely on how well it meets the needs and expectations of those in the audience. At INBOUND, most of the audience consisted of marketers looking for new ideas.  This could be anything from building new program frameworks, to getting a better understanding of available technology, or completely reshaping their marketing perspectives. When trying to appease the various needs of thousands of people—all of whom work in different industries and organizations—finding ways to make content accessible was vital for those who were there to learn. That was the approach INBOUND took, stages on the expo floor able to accommodate the massive crowds. And, judging by the long lines outside the breakout sessions, and intent conversations we saw in the connection spaces, it worked. Both in-person and virtual attendees also had the option of accessing on-demand content after the event and even downloading the presentations on the digital platform. This was a great way to continue the conversation with the audience and drive engagement after the event.