Strategic Invitations: Crafting the Ideal Invite Lists for Roundtable Events
4 minute read.
Building an invite list is a crucial step in orchestrating successful roundtable events. It’s more than just sending out invites to the obvious targets, such as the CIO; it’s about delving deeper and inviting those who will genuinely contribute and benefit from the discussions.
Here, we explore innovative strategies for building impactful invite lists, focusing on realism, understanding the industry, and adopting a true Account-Based Marketing (ABM) approach.
One: Look Beyond the C-Suite
While inviting C-suite executives seems like the ideal scenario, it often comes with challenges. These individuals are typically the decision signatories, often hard to secure for events. They might lack technical knowledge in specific domains, hindering the richness of discussions.
Instead of focusing solely on the top tier, consider inviting Directors and VPs with whom your sales team traditionally interacts. These individuals usually have the technical acumen and operational insight to drive meaningful discussions, enriching the conversation with their practical knowledge and experience.
Two: Adopting a Realistic ABM Approach
A practical ABM approach is fundamental. Aiming for a C-suite executive from a top-tier bank may not be realistic. Instead, focusing on members of the buying team who influence decisions can be more fruitful. Being open to having multiple participants from the same organization not only reduces dropouts but also offers a broader perspective on their current challenges and situations.
This approach enables a deeper understanding of an account, creating multiple champions within an organisation instead of just one, maximising the impact and fostering stronger, more meaningful relationships.
Three: Understanding Invite Pool Size
It is pivotal to comprehend the industry standard for invite conversions. Typically, one in twenty-five invites converts to a registration. For instance, to secure around 25 registered attendees—factoring in a 40% dropout rate—you’ll need an invite pool of at least 650 individuals.
Understanding this metric is crucial, especially when aiming for niche audiences. Securing a renowned speaker can certainly enhance conversion rates, but having a substantial invite pool remains imperative to ensure desired attendance levels.
Four: Knowing Your Industry
Different industries exhibit varying levels of commitment to event attendance. Some sectors are notorious for higher flake rates, so it’s important to tailor your strategy accordingly. Expanding your invite list is essential to compensate for potential dropouts if you operate within such an industry. Understanding industry-specific trends and behaviours is crucial in fine-tuning your approach and securing a truly engaged audience.
Building invite lists for roundtable events is a meticulous process requiring strategic thinking and a deep understanding of both the industry and the individuals. Looking beyond the obvious C-suite, focusing on those who have the technical insight, and adopting a realistic and broadened ABM approach are critical components to crafting a list that will enrich the discussions and elevate the event’s overall impact.
Remember, knowing your industry, understanding the invite pool dynamics, and being realistic in your approach can make the difference between a successful roundtable and a mediocre one. It’s about creating an environment where meaningful conversations flourish, contributing to the development of richer insights and stronger relationships within the industry.
Strategically curated invite lists are the backbone of successful roundtable events, creating a fertile ground for exchanging innovative ideas and insights. By adopting these strategies, organisers can ensure higher attendance rates and more engaging and productive discussions, paving the way for true innovation and progress in their respective fields.
Interested in learning more about how we do things? Get in touch now to start the conversation.
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