Stop thinking about event marketing as a one‑off — flip it to "marketing with events" and put your event at the centre of your ongoing strategy. I walk through why events are so valuable for B2B buying groups (multiple stakeholders, conflict in decision‑making) and how LinkedIn should be part of the conversation to build trust and keep those conversations going. Short video teasers — think 7–15 seconds with a killer first 3–5 seconds and a direct call to action — plus speaker clips, behind‑the‑scenes previews and thought‑leader ads make registrations far more likely. We cover timing (virtual two to three weeks, in‑person or hybrid months in advance, flagship three to six months), combining formats, and the importance of reaching people who registered but didn’t attend. Don’t measure success by attendance alone — track the right businesses, engagement, and whether the event moves revenue, and then repurpose every asset (presentations, clips, quotes, polls) so your content works for months. If you want help setting up or running LinkedIn events — we do this day in, day out — I’d love to chat (and yes, my conference in Belfast next October is on the calendar, so grab your ticket!).

Takeaways:

• I changed how I think about events: stop treating them as one-off campaigns and integrate them into ongoing marketing.
• We use short videos—around seven to fifteen seconds—with a punchy opening three to five seconds to boost completion and conversions.
• I get speakers and executives to share perspectives, plus run mixed formats like video teasers, newsletters and ads to widen reach.
• I start promoting based on the event type: virtual events need two to three weeks, in-person events need at least three months notice.
• We don't measure success only by attendance; we look at whether we're reaching the right businesses, stakeholders and driving revenue.
• I repurpose event recordings into clips, quotes, follow-up podcasts and polls so that content keeps working for months afterwards.