While investments in other traditional marketing activities are dwindling, events still make up more than one third of the average marketing budget at technology companies. At the same time, half of CMOs say they struggle to make a business case for them.

What can they do to get more value from these events? There is one event marketing strategy that marketers tend to overlook when planning to attend conferences, tradeshows and other events: their advocates. In this eBook, Mark Organ, founder and CEO of Influitive, shares how your biggest fans can help you achieve your goals while strengthening relationships with your customers, partners and other advocates.

You’ll also learn how:

• Eloqua got their advocates dancing through the keynote hall
• Ektron’s advocates welcomed attendees to their annual user conference
• Act-On Software gave their advocates the VIP treatment
• SMART Technologies creates excitement with special advocate-only activities

This is an excerpt chapter from “Making Rain with Events: Engage Your Tribe, Create Raving Fans and Deliver Bottom Line Results with Event Marketing” by Scott Ingram of Certain, now available on Amazon.