Events

Purpose and Scope

The Events function ensures that the product plans, delivers, and leverages events in a consistent, strategic, and measurable way across markets and channels.

Beyond execution, events represent a core pillar of the Go-To-Market strategy, contributing directly to the product’s commercial growth across three primary dimensions:

• Brand Awareness and Authority

Positioning the product as a category leader in Data Management and related domains, strengthening visibility and credibility among key decision-makers and industry stakeholders.

• Demand and Lead Generation

Serving as a high-intent channel to generate new opportunities, accelerate existing pipeline, and convert interest into qualified, sales-ready engagements.

• Ecosystem and Partner Synergy

Strengthening relationships with technology partners and software resellers through joint initiatives and co-marketing activities, ensuring the product’s positioning within the broader data and analytics ecosystem.

The event strategy encompasses a diversified set of formats designed to maximize relevant touchpoints with target personas across strategic markets and regions.

These include, but are not limited to:

• Industry conferences and large-scale events
• Executive roundtables and invite-only sessions
• Partner-led and co-branded events
• Digital events, such as webinars

Process

Event planning follows a structured, top-down process that starts from company-level strategy and translates into a concrete and actionable annual event plan.

1. Marketing Strategy and Event Budget Allocation

Based on company strategy, as well as performance data, analysis, and learnings from the previous year, the Global Marketing Director defines the annual marketing strategy and allocates a dedicated budget for events.

This includes the identification of high-level priorities such as:

• Target markets and segments
• Strategic regions
• Expected outcomes (e.g. brand awareness, lead generation, pipeline acceleration)
• Insights and recommendations

2. Event Landscape Analysis and Plan Proposal

The Event Specialist conducts an analysis of the event landscape for the upcoming year, evaluating opportunities based on:

• Alignment with company and marketing strategy,
• Relevance for target personas and industries,
• Geographic coverage and timing,
• Event formats,
• Cost, expected impact, and audience quality.

Based on this analysis, a first draft of the annual event plan is prepared.

3. Internal Review and Alignment

The initial event plan is first reviewed with the Global Marketing Director, to ensure alignment with marketing strategy, priorities, and budget constraints.

Following this initial validation, the plan is shared in a single, structured review with the Witboost Lead Link and the Sales team. During this review, feedback is collected in the form of questions, objections, and suggestions.

Based on this consolidated feedback, the event plan is refined and finalized. Once finalized, the plan is formally shared with all relevant stakeholders and serves as the reference plan for the year.

Event Execution and Management

Once the annual event plan is formalized, each event is managed as a standalone initiative, following a structured execution framework.

The Event Specialist acts as the overall coordinator by:

• Defining the scope and objectives of each event
• Aligning the event with broader marketing campaigns or initiatives (when applicable)
• Coordinating internal stakeholders and external partners

Execution is carried out in close collaboration with:

• The Global Marketing Director, for messaging, positioning, and communication strategy
• The Product Manager, for defining product demos, and speaking content
• The Head of Sales, for defining the sales engagement and conversion strategy

After each event, a post-event debrief is conducted to evaluate:

• Execution quality
• Achievement of objectives
• Effectiveness of interactions
• Quantity and quality of leads generated

Based on the outcomes, coordinated follow-up activities are activated:

• The Sales team manages direct, one-to-one engagement with assigned MQLs with the objective of converting them towards customers
• Product Marketing drives broader follow-up and nurturing initiatives to support unassigned leads and pipeline progression

To ensure consistency, quality control, and risk mitigation, an event management checklist is maintained and updated for each major event in Product Marketing’s SharePoint.