# How to Build Event-Driven Demand Generation Programs
In the modern B2B landscape, generic marketing often falls flat. Event-driven demand generation allows you to capitalise on specific moments—like industry conferences, product launches, or company milestones—to capture attention when your audience is most engaged. By aligning your marketing efforts with these high-intent triggers, you create a sense of urgency and relevance that standard evergreen campaigns simply cannot match.
Why This Matters for Australian B2B Businesses
For Australian businesses, where professional networks are often tight-knit and industry events (like those at the ICC Sydney or MCEC Melbourne) serve as major networking hubs, mastering event-driven demand gen is a competitive necessity. It allows you to punch above your weight by appearing omnipresent during the dates that matter most to your prospects.---
Prerequisites: What You’ll Need
Before you begin, ensure you have the following ready:- A CRM or Marketing Automation Tool: (e.g., HubSpot, Salesforce, or ActiveCampaign).
- A Defined Target Audience: Ideally a segment of your ICP (Ideal Customer Profile).
- An Event Trigger: This could be an external industry conference, a self-hosted webinar, or a significant market change.
- Tracking Setup: Google Analytics 4 (GA4) with conversion events configured.
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Step 1: Identify Your Core Event Trigger
Not every event deserves a full-scale demand generation program. Start by identifying events that align with your business goals.- External Events: Major trade shows, industry awards, or regulatory changes (e.g., new ATO compliance rules).
- Internal Events: New product feature releases, milestone anniversaries, or the release of a proprietary research report.
Step 2: Define Your 'Moment-Specific' Value Proposition
Why should your audience care about this event? Your messaging must bridge the gap between the event and your solution. Example:* If the event is a cybersecurity conference, your value prop shouldn't just be "we do IT security." It should be "How to implement the Essential Eight strategies discussed at [Conference Name]."Step 3: Map the Event Lifecycle
An event-driven program is divided into three phases: Pre-event (Awareness), During-event (Engagement), and Post-event (Conversion). Allocate your budget and resources across all three. Many Australian businesses make the mistake of spending 90% of their budget on the event itself, leaving nothing for the crucial follow-up.Step 4: Build a Dedicated Landing Page
Create a high-conversion landing page specifically for the event. This page should include:- A clear headline referencing the event.
- A specific offer (e.g., an invite to an exclusive dinner, a downloadable event checklist, or a free audit).
- A lead capture form that asks for the minimum necessary information (Name, Work Email, Company).
Step 5: Implement Multi-Channel Pre-Event Promotion
Start your promotion 4-6 weeks before the event. Use a mix of:- LinkedIn Ads: Target attendees of the specific event or employees of companies likely to attend.
- Email Marketing: Send a sequence to your existing database to re-engage cold leads.
- Organic Social: Use event-specific hashtags (e.g., #SydBizExpo) to join the conversation early.
Step 6: Set Up Your Tracking and Attribution
Ensure every link you share uses UTM parameters. In Australia, privacy is paramount, so ensure your tracking complies with the Privacy Act 1988. Use a tool like Google Tag Manager to track button clicks on your event page so you can see exactly which channels are driving the most interest.Step 7: Create 'In-the-Moment' Content
During the event, your team should be active. If it’s a physical conference, post live updates, key takeaways from speakers, and photos. This builds 'FOMO' (Fear Of Missing Out) for those not attending and builds rapport with those who are. Screenshot Description: A LinkedIn feed showing a 'Live Update' post with a photo of a booth or a speaker, using the event's official hashtag and tagging key partners.Step 8: Execute the 'Golden Hour' Follow-Up
The 24-48 hours following an event are critical. This is when your brand is freshest in the prospect's mind. Set up automated email workflows that trigger as soon as a lead is scanned or a form is filled.Step 9: Personalise Post-Event Outreach
Avoid the generic "It was nice meeting you" email. Reference specific conversations or event sessions. If you are using an SDR (Sales Development Representative) team, provide them with 'battle cards' that include talking points related to the event’s key themes.Step 10: Measure and Optimise
Review your KPIs. Don't just look at 'leads'; look at MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads) generated. Calculate your ROI by comparing the total program cost (ads + event fees + staff time) against the pipeline value created.---
Pro Tips for Success
- The 'Dinner' Strategy: Instead of a big booth, spend that money on an intimate dinner for 10 high-value prospects during a major conference. The conversion rate is often 5x higher.
- ABN Verification: If you are running B2B offers for Australian companies, consider adding an optional ABN field or using a tool like Clearbit to verify company data instantly.
- Video First: Use short, 30-second 'selfie-style' videos for your LinkedIn ads. They feel more authentic to the event environment than polished studio ads.
Common Mistakes to Avoid
- The 'Ghost' Effect: Running a great campaign before the event but failing to follow up for two weeks. By then, the lead is cold.
- Broad Targeting: Trying to talk to everyone at the event. Pick a specific niche (e.g., "CFOs in the Manufacturing Sector") and tailor your event-driven content to them.
- Ignoring Local Context: If you're an Australian business targeting a US-based event, remember the time zones and seasonal differences (don't mention 'summer' in July!).
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Troubleshooting Common Issues
Problem: Low landing page conversion rates. Solution:* Check your mobile responsiveness. Most people check event-related content on their phones while on the move. Also, ensure your 'Offer' is valuable enough to justify giving up an email address. Problem: We aren't getting any 'live' engagement. Solution:* You might be too corporate. Try tagging speakers or other attendees in your posts. Engagement is a two-way street; you need to comment on others' posts as much as you post your own. Problem: Our CRM is flooded with 'junk' leads. Solution:* Use email validation on your forms to block personal addresses (Gmail/Hotmail). Add a 'Company Size' or 'Industry' dropdown to help your sales team prioritise.---
Next Steps
- Audit your calendar: Identify the next major event in your industry over the next 3 months.
- Set a budget: Decide how much you are willing to spend on ads vs. content creation.
- Need help? Building a complex demand gen engine can be daunting. If you want a professional team to handle the strategy and execution for your next big event, contact the experts at Local Marketing Group.