February 12, 2025
Consider How Vertical Events Fit Your Marketing Mix and Objectives
Events are no longer just about showing up—they’re about strategic engagement.
In this Senior Living Minute, Bailey Beeken shares why vertical-focused events are more productive for driving engagement and activation. With so many event types—virtual, live, podcasts, and meetings—solution partners must carefully align each event with their marketing objectives.
Learn how to evaluate events based on whether you want to boost brand awareness, gather customer insights, close deals, or nurture existing relationships—and why each event should be approached differently.
Transcript: Consider How Vertical Events Fit Your Marketing Mix and Objectives
I’ve been in the event space for a long time—I won’t say exactly how long, but let’s just say it was before computers. When computers arrived, and then the internet a few years later, everything shifted. Suddenly, people could do pre-research and decision-making online, completely changing how events functioned.
It used to be that attendees came to events for information, and we simply told them what they needed to know. Today, it’s much more conversational—it’s about finding the right fit rather than just delivering information.
When I moved into the conference world, I was surprised to see how much more effective vertical-focused events were at driving engagement and activation. That’s why solution partners need to rethink their event strategy and evaluate the mix of events they participate in.
We have virtual events, live conferences, podcasts, and online meetings—but the key question is: What am I trying to accomplish?
- Do I want to increase brand awareness?
- Am I looking to gather customer insights?
- Is my goal to close contracts and generate revenue?
- Am I focused on acquiring new buyers, or nurturing existing relationships?
Each objective requires a different event approach, and it’s critical to evaluate each opportunity separately to maximize impact.