Lesson 1.Events as part of the B2B marketing strategy

In this lesson, you’ll discover how events can become a powerful part of your B2B marketing strategy. You’ll learn where events fit into the marketing mix, the unique advantages of in-person, online, and hybrid formats, and how to use them to achieve your goals. By the end of this lesson, you’ll understand how to leverage events to boost brand awareness, engage clients, and generate demand effectively

Lesson 2.Aligning event strategies with the buyer’s journey

In this lesson, you’ll learn how to create event strategies that meet your audience’s needs at every stage of the buyer’s journey. From attracting new prospects during the awareness stage to building trust and loyalty with existing clients, you’ll discover how to align event objectives, formats, and content with your marketing goals. By the end of this lesson, you’ll understand how to design events that resonate with your audience and drive meaningful engagement

Lesson 3.The lifecycle of a B2B marketing event

This lesson takes you through the complete lifecycle of a successful B2B marketing event, from pre-event planning to post-event follow-up. You’ll learn how to craft detailed plans, execute engaging event-day experiences, and measure results effectively. By the end of this lesson, you’ll know how to manage every stage of the event process to maximize engagement, generate leads, and achieve long-term business impact