In this episode, Teagan Shurtleff, Senior Events Marketing Manager at Monte Carlo, chats with our host, Stephanie, about how she revamped their field marketing strategy by integrating sales and marketing efforts, leading to increased pipeline and revenue growth.
Traditional tactics like email and social weren’t cutting it
Monte Carlo recognized that traditional event marketing tactics weren’t driving qualified registrations—particularly for smaller, regional events.
They introduced "Data Leader Dinners"—intimate, city-based gatherings designed to foster meaningful connections and drive high-intent leads.
Aligning sales and marketing to boost attendance
They started incentivizing Sales Development Representatives (SDRs) to invite prospects, with attendance counting as a qualified meeting.
This approach ensured that both sales and marketing teams were aligned in their objectives. Marketing handled logistics and content, while SDRs focused on personalized outreach and follow-ups.
Enhancing engagement
To increase engagement, they implemented several thoughtful strategies. Personalized reminders and inquiries about dietary preferences increased engagement and showed attendees their presence was valued.
They also provided Uber codes to simplify logistics, making it easier for guests to attend. Additionally, custom gifts or assignments were introduced to reduce drop-offs and maintain interest leading up to the event.
Effective on-site strategies
They used color-coded badges to identify SDR-sourced guests and customers, allowing staff to tailor interactions accordingly. Detailed notes were collected for each SDR-invited guest to aid in personalized follow-ups post-event.
Measuring success and ROI
They tracked metrics from registration to attendance, opportunities, and conversions, establishing benchmarks based on city size and historical data.
For more practical insights and takeaways, tune in to the episode now.
