Events and webinars are powerful B2B marketing channels, but only if you can fill them with the right attendees. Here's how to use B2B data to drive event registrations.
Event Marketing Challenges
- Reaching enough relevant prospects
- Standing out in crowded inboxes
- Converting registrations to attendees
- Driving post-event engagement
Related: Future Predictions: Transforming B2B Marketing Operations with Intent Data
Using Data for Event Promotion
Pre-Event: Building Your Invite List
- Define ideal attendee profile
- Filter database by title, industry, company size
- Export targeted segment
- Verify emails before sending
- Launch invitation sequence
Invitation Sequence
- Email 1: Initial invitation (3-4 weeks out)
- Email 2: Reminder with agenda (2 weeks out)
- Email 3: Last chance (1 week out)
- Email 4: Final reminder (day before)
Segmentation for Events
Different events need different audiences:
- Executive roundtable: C-suite, VP titles only
- Product demo: Technical buyers, managers
- Industry webinar: Specific vertical focus
- Thought leadership: Broad professional audience
Related: Unlocking B2B Marketing Success: Practical Techniques to Leverage Intent Data (2026)
Post-Event Follow-Up
- Send recording to no-shows
- Follow up with attendees within 24 hours
- Segment by engagement level
- Add engaged contacts to sales sequences
Scale Your Events
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