Maximising Impact: Tailoring Events to Audience and Funnel Stage

Different Kinds of Events and Who They Are Aimed At.

Events are a powerful way to connect with your audience, showcase your expertise, and generate leads. But not all events are created equal, and different types of events may appeal to different segments of your target market. In this article, we will explore some of the most common kinds of events and who they are aimed at, so you can choose the best format for your goals and audience. Please note: There are always exceptions to the rule, but the below information is generally true.

Before we talk about event formats, let's look at the different types of leads.

Top of the funnel (TOFU)

This is the widest part of the funnel, where you attract prospects who are interested in your industry or topic but not necessarily in your specific product or service. You want to raise awareness, educate, and provide value to these leads, without being too salesy or pushy. The goal is to make them aware of their pain points and challenges, and how your solution can help them. Examples of TOFU content are blog posts, eBooks, podcasts, webinars, or social media posts.

Middle of the funnel (MOFU)

This is the narrower part of the funnel, where you nurture and qualify the leads who have shown some interest in your product or service but are not ready to buy yet. You want to build trust, credibility, and authority, and show them how your solution can address their specific needs and goals. The goal is to move them closer to a purchase decision by providing more personalised and relevant content. Examples of MOFU content are executive dinners, virtual roundtables, case studies, white papers, demos, free trials, or email campaigns.

Bottom of the funnel (BOFU)

This is the smallest part of the funnel, where you convert and close the leads who are most likely to buy your product or service. You want to overcome any objections, answer any questions, and provide clear and compelling reasons to buy. The goal is to persuade them to take action and become customers. Examples of BOFU content are executive dinners, virtual roundtables, testimonials, reviews, discounts, guarantees, or contracts.

Webinars (TOFU & MOFU)

Webinars are online presentations that usually last between 30 to 60 minutes and cover a specific topic or problem. Webinars are typically educational, informative, or demonstrative, and they often include a Q&A session at the end. Webinars are a great way to showcase your thought leadership, share valuable insights, and generate top-of-the funnel leads for your products or services. In some cases, webinars can also be used for middle-of-funnel leads as well.

The reality is, webinars are generally not attended by C-level leaders, as webinars are usually either educational, training, or the first step in the buying cycle. For this reason, they are usually attended by teams directly working in that specific function, most of which are manager-level, with some directors, VP and a few C-level executives. Webinars are ideal for reaching prospects who are in the early stages of looking for solutions to their challenges, or who want to learn more about your products, services, industry, or niche. If you are looking for C-level leads, a webinar is not for you.

Virtual roundtables (MOFU & BOFU)

Virtual roundtables are online discussions that usually last between 60 to 90 minutes and involve a small group of participants who share their perspectives and experiences on a specific topic or challenge. Virtual roundtables are typically interactive, conversational, and peer-to-peer, and they often include a facilitator who guides the discussion and moderates the questions. Virtual roundtables are a great way to build trust and credibility, foster meaningful relationships, and generate bottom-of-the funnel leads for your products or services.

The reality is that virtual roundtables are more likely to attract C-level leaders, as virtual roundtables are usually focused on strategic, high-level, or complex issues that require decision-making authority and expertise. Senior executives who have the authority and influence to promote change and innovation in their organisations typically attend them as a result. Virtual roundtables are ideal for reaching prospects who are in the later stages of looking for solutions to their challenges, or who want to engage with peers and thought leaders in your industry or niche. If you are looking for C-Level leads, a virtual roundtable is for you.

Executive dinners (MOFU & BOFU)

Executive dinners are in-person events that usually take place in the evening and involve a small group of participants who enjoy a gourmet meal at a 5-star venue while discussing a specific topic or challenge. Executive dinners are similar to virtual roundtables, but they are more informal, relaxed, and social, and they aim to create a memorable and engaging experience for the attendees. Executive dinners are a great way to build rapport and loyalty, foster deeper relationships, and generate bottom-of-the funnel leads for your products or services.

The reality is that executive dinners are more likely to attract C-level leaders, as they are usually focused on visionary, forward-thinking, or innovative topics that inspire and motivate them. Senior executives who have the vision and ambition to drive growth and transformation in their organisations typically attend them as a result. Executive dinners are ideal for reaching prospects who are in the early stages of looking for solutions to their challenges, or who want to network with peers and thought leaders in your industry or niche. If you are looking for C-level leads, an executive dinner is for you.