What gets missed out in event goals and objectives!
Event marketing is an outcome of successful short term goals and its long term outcomes but there is an intermediary layer of objectives that get missed out. Read about what they are and how it shapes immediate success and future strategy.
When people plan events—conferences, meetups, workshops—they usually focus on immediate deadlines or big-picture outcomes. But there’s a critical middle layer of goals that often gets overlooked. This middle layer connects the short term (like nailing down a venue and date) with the long term (like realizing revenue next quarter).
Why Intermediary Goals Matter
Intermediary goals serve as a connector between what you do today and what you hope to achieve months or even years down the line. They relate directly to who attends, how you engage them, and what you aim to accomplish beyond simply filling seats.
Goals | Metrics to Set / Track |
|---|---|
Attendee Composition Mix | 1. % of existing customers vs. prospects 2. % of last year’s attendees returning 3. Ratio of target industries or segments |
Pipeline Influence | 1. Number of new pipeline accounts opened post-event 2. Pipeline value influenced (e.g., total potential revenue) 3. Average deal size of leads generated |
Speaker/Guest Satisfaction | 1. Survey or feedback scores from speakers 2. Number of 1:1 meetings or follow-ups scheduled 3. Repeat participation for next event |
Partnership/Sponsorship Engagement | 1. Number of confirmed sponsors/partners 2. Sponsor satisfaction ratings or renewal intent 3. Co-marketing opportunities created (e.g., joint webinars) |
These goals don’t always have an immediate payoff (like short-term tasks) or a big-picture metric (like next quarter’s revenue), but they directly impact your event’s success and shape how your future strategy unfolds.
Execution Starts with Short-Term Goals
Once you have your intermediary goals in mind, get started with the tasks that make the event possible and keep the planning on track.
Goals | Metrics to Set / Track |
|---|---|
Finalize Venue and Date | 1. Deadline for venue selection (e.g., by [date]) 2. Contract signed / deposit paid 3. Confirmation of venue capacity |
Set Target Registrations | 1. Desired number of registrations (e.g., 200 total) 2. Early-bird vs. standard ticket split 3. Registration conversion rate from invites |
Develop Marketing Prep Timeline | 1. Launch date for promotional emails 2. Social media posts schedule 3. Press/partner announcements timing |
Define Ideal Attendee Persona | 1. Breakdown of job titles, industries, or seniority levels 2. Expected ratio of new vs. returning attendees |
Long Term Goals Paint the Bigger Picture
These objectives inform why you’re hosting the event in the first place and what you hope to gain down the road.
Goals | Metrics to Set / Track |
|---|---|
Revenue Realization | 1. Revenue attributed to the event within next quarter(s) 2. Upsell/cross-sell revenue from existing customers 3. Time frame for revenue realization |
Brand Positioning and Awareness | 1. Increase in brand mentions or social media followers 2. Press coverage, blog mentions, or backlink growth 3. Rankings in industry “best of” lists |
Community Building/Retention | 1. Growth in repeat attendee count across multiple editions 2. NPS (Net Promoter Score) for overall community satisfaction 3. Engagement in post-event platforms (online forums, Slack groups, etc.) |
Long Term Partnerships and Collaborations | 1. Number of strategic partnerships formed post-event 2. Joint marketing campaigns launched 3. Extended contracts or co-branded events |
In short, don’t skip the middle ground. The intermediary goals - like attendee composition, returning participants, and pipeline influence - bring meaning to your events, setting up your event strategy for success.
Define your event goals and measure success effectively!