Kickstarting Your Annual User Conference Planning—Set Clear Goals & Objectives

Ensure organizational alignment

At the beginning of any event project, hitting the brakes before you hit the gas is essential.

Having organizational buy-in and executive alignment is the most crucial piece to the event planning puzzle. And, if it doesn't start well, we can assure you it's not going to end well.

Gather key stakeholders

Start by bringing together key stakeholders from marketing, sales, finance, customer success, and legal. Think of this as building your event leadership team—people you will consult with throughout the planning process.

[.ebook-q-card-inner][.ebook-q-card-heading][.ebook-30px]Key questions to address:[.ebook-30px][.ebook-q-card-heading][.ebook-q-card-body][.ebook-q-card-points][.ebook-q-card-icon][.ebook-q-card-icon][.ebook-b1-600]Why are we doing this? What outcomes do we expect?[.ebook-b1-600][.ebook-q-card-points][.ebook-q-card-points][.ebook-q-card-icon][.ebook-q-card-icon][.ebook-b1-600]What types of attendees and professional levels do we want in attendance?[.ebook-b1-600][.ebook-q-card-points][.ebook-q-card-points][.ebook-q-card-icon][.ebook-q-card-icon][.ebook-b1-600]What worked (and didn't work) in previous events?[.ebook-b1-600][.ebook-q-card-points][.ebook-q-card-points][.ebook-q-card-icon][.ebook-q-card-icon][.ebook-b1-600]What formats do we want to use?[.ebook-b1-600][.ebook-q-card-points][.ebook-q-card-points][.ebook-q-card-icon][.ebook-q-card-icon][.ebook-b1-600]What do we want our users to walk away thinking and feeling?[.ebook-b1-600][.ebook-q-card-points][.ebook-q-card-points][.ebook-q-card-icon][.ebook-q-card-icon][.ebook-b1-600]How will focusing on this event impact other business areas in the short term?[.ebook-b1-600][.ebook-q-card-points][.ebook-q-card-body][.ebook-q-card-inner]

We suggest locking everyone in a room and not letting them out until you've reached a consensus. P.S. Just kidding 😌.

Facilitate open discussions

Encourage all participants to share their ideas, expectations, and concerns. This collaborative approach ensures everyone's voice is heard and you collectively shape a shared vision for the event.

Define the core purpose of your user conference

With your team's insights in hand, it's time to pinpoint the primary goal of your event. We recommend programming your event with these three elements in mind: educate, inspire, and entertain.

If you can accomplish a minimum of one, but preferably all of these, you're sure to have success.

Educate

Provide industry-specific knowledge and insights that can help your attendees get better at their jobs. Think about the pain points, trends, and innovations they will be excited to learn about. 

Focus on selecting topics and conducting workshops that offer practical takeaways and ample time for networking.

Inspire

Shape your overall event theme around a forward-looking, aspirational goal that gives your attendees a sense of purpose. Select keynote speakers with an inspiring story or vision that resonates with your audience’s journeys.

Feature customer stories where challenges were overcome or significant achievements were made—particularly by using your company’s products or services. This not only inspires but subtly showcases the value of your offerings.

Additionally, you can consider talking about philanthropic initiatives. Are there any causes or non-profits your company aligns with? The goal is to make attendees feel something real and empower them to make a difference.

Entertain

Aside from traditional activations like gaming and cocktail parties, we recommend incorporating intentional and unique networking moments.

Think of activations where your attendees can create something meaningful, work on a project, or solve a problem together. This helps create a real connection among attendees and a shared experience they can take home.

Also, consider adding unexpected touches to predictable moments throughout your event (think lunch, parking, or even bathroom breaks) to delight your attendees. This could be in the form of immersive brand experiences, entertainment during breaks, or digital surprises for those attending virtually.



The more surprising and unexpected, the better.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-question][.blog-icon-question][.blog-widget-icon-wrapper][.blog-widget-text]A common question we recommend revisiting throughout this process: What is the average experience our attendees are having, and what can we do to improve it?[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

Align with organizational goals

Your event should not only serve its immediate purpose but also support your company's broader objectives.

Whether you aim to generate new leads, increase brand awareness, launch a new product, or boost customer advocacy for renewals and upsells, ensure your event strategy aligns with these targets. This alignment maximizes the event's impact and justifies the investment.

Craft a clear mission statement

Summarize your event's core purpose in one or two sentences. This statement should be clear and inspiring and communicated to all stakeholders—serving as a constant reminder for everyone to stick to the event's purpose.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-sparkle][.blog-icon-sparkle][.blog-widget-icon-wrapper][.blog-widget-text]For instance, INBOUND by HubSpot is designed to be (and is widely regarded as) THE event for marketers focused on the latest trends and tactics in marketing, sales, and AI.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

[.ebook-purple-list][.ebook-q-card-heading][.ebook-30px]Top things to keep in mind[.ebook-30px][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]1. Audience expectations: Understand what your potential attendees are looking for. What are their pain points? What value can your event offer them? Tailoring your event to meet these expectations increases the likelihood of strong attendance and positive feedback.[.ebook-list-text][.ebook-list-text]2. Market trends: Stay informed about current trends in your industry. Incorporating hot topics or innovative formats can make your event more appealing and relevant.[.ebook-list-text][.ebook-list-text]3. Unique value proposition: Identify what sets your event apart. Is it the quality of your speakers, the networking opportunities, or an innovative format? Highlighting your unique strengths will attract attendees and differentiate you from competitors.
[.ebook-list-text][.ebook-list-text]4. Ensuring consistency across planning: Clear communication of goals ensures everyone involved is aligned.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

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Deeply understand your target audience

Understanding your audience goes beyond knowing their job titles and company names. Aim to know your audience deeply by diving into psychographic insights, behavioral data, personal preferences, and engagement patterns.

Determine what’s expected out of your conference

Surveys and questionnaires

Reach out to your potential attendees (this could also mean reaching out to past attendees) and customers directly. Use surveys to gather information about their interests, needs, and what they'd like to see in your event.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-sparkle][.blog-icon-sparkle][.blog-widget-icon-wrapper][.blog-widget-text]We've seen companies plan events entirely based on registrant feedback on content, food, music, and swag items.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

Social media analysis

Dive into platforms like LinkedIn, Twitter, Reddit, as well as industry-specific forums. Look for exciting discussions, trending topics, and common questions. This process can provide valuable insights into your audience's demographics and areas of interest.

Segment your audience deeply

A well-defined target audience will help you tailor your content and its delivery, marketing efforts, and the overall attendee experience.

Primary and secondary audience

Identify the main group you want to attract. This could be your potential customers, professionals from a specific industry, or VIPs.

Recognize additional groups that could benefit from attending your conference. This might include existing customers, partners, or media representatives.

Tailor strategies

Develop specific marketing and engagement strategies for each segment. Personalized email campaigns, targeted ads, or dedicated sessions can make each group feel valued and enhance their engagement with your content.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-sparkle][.blog-icon-sparkle][.blog-widget-icon-wrapper][.blog-widget-text]Don’t forget to identify and cater unique experiences to your VIPs, end users, champions, executives, buying committees, etc.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

Focus on your audience’s pain points and expectations

Pain points

Is your audience facing challenges with your company's product that your event can address? What industry insights will help them get better at their jobs? Take time to gather, analyze, and act on these insights to ensure a relevant and successful event.

Desired outcomes

What do attendees hope to gain? Whether it's knowledge, networking opportunities, or practical solutions, understanding their goals will help you deliver an experience your attendees will genuinely benefit from.

[.ebook-purple-list][.ebook-q-card-heading][.ebook-30px]Top things to keep in mind[.ebook-30px][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]1. Diversity and inclusion: Strive to make your event accessible and welcoming to everyone. This includes considering physical accessibility, dietary needs, and representation in speakers and content.[.ebook-list-text][.ebook-list-text]2. Cultural sensitivity:  Be mindful of cultural differences, especially if you're hosting an international audience. This affects everything from scheduling (considering time zones) to communication styles.[.ebook-list-text][.ebook-list-text]3. Experience design: Plan activities and experiences that resonate with your attendees' preferences. Think: interactive sessions, hands-on workshops, or relaxation zones.
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Set measurable goals

With your event purpose and audience defined, it's time to set measurable goals to help you track progress and demonstrate success.

[.ebook-purple-list][.ebook-q-card-heading][.ebook-30px]Use the SMART framework[.ebook-30px][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]1. Specific: Define exactly what you want to achieve. For example, "Increase attendee turnout by 20% compared to last year."[.ebook-list-text][.ebook-list-text]2. Measurable: Focus on metrics you can easily measure, for instance: registration numbers, revenue figures, or engagement metrics.[.ebook-list-text][.ebook-list-text]3. Achievable: Set goals that are challenging but realistic. Consider your resources, time frame, and company or industry-related constraints.[.ebook-list-text][.ebook-list-text]4. Relevant: Ensure your event goals align with your organization's objectives.[.ebook-list-text][.ebook-list-text]5. Time-bound: Set deadlines for achieving each goal. This creates a sense of urgency and helps your team stay on track. For example, “Increase registrations by 15% by the end of October.”[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

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Identify Key Performance Indicators (KPIs)

Although KPIs will depend on the type of event you will host, here are some of the most crucial ones to consider:

Attendance numbers

Determine your target number of attendees and monitor registration pacing regularly.

Revenue targets

Set new pipeline, logos, and won business goals. Depending on your event type, you can also look at ticket sales, sponsorships, and/or exhibitor fees.

Event check-ins and engagement metrics

Track the number of people who attended your event, session-specific attendance, app interactions, social media engagement, and/or website traffic.

Sponsorship goals

Determine how many sponsors you need and at what levels to support the event financially.

Attendee satisfaction (NPS)

Plan to assess attendee satisfaction through surveys and feedback forms—during and post-event.

Net Promoter Score (NPS) is the most common metric used for this measurement.

Almost 85 percent of event planners use attendee satisfaction as a KPI.
Source

Set baselines and benchmarks

Attendee feedback from previous years

If you've hosted versions of this conference earlier, use past data to inform your goals. What were your previous registration and attendance numbers? How satisfied were attendees (NPS scores)?

Industry standards

Research average metrics for similar events in your industry to set realistic benchmarks.

Plan for measurement

Data collection methods

Decide how you'll gather the data you need. This might involve using event management software, conducting post-event surveys, or utilizing social media analytics.

Assign clear responsibilities

Designate team members to monitor and report on each KPI. Clear accountability ensures nothing falls through the cracks.

[.ebook-purple-list][.ebook-q-card-heading][.ebook-30px]Top things to keep in mind[.ebook-30px][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]1. Event duration: Decide how long your conference will be. The duration can impact attendance numbers, scheduling, and overall costs.[.ebook-list-text][.ebook-list-text]2. Regular check-ins: Schedule periodic meetings to review your progress toward your goals. This allows you to make adjustments as needed.[.ebook-list-text][.ebook-list-text]3. Resource allocation: Ensure you have the necessary tools and personnel to efficiently measure, analyze, and achieve your KPIs.[.ebook-list-text][.ebook-list-text]4. Flexibility: Be prepared to tweak your goals based on changing circumstances or new information. The ability to pivot is a strength in event planning.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]