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If you are creating an event marketing plan, keep these six topics in mind as you go through the planning process.

From the initial planning stages to event wrap-up, this list will serve as a quick and useful guide to make sure you and your stakeholders are prepared and able to prove a high event-marketing ROI.

1. Use the Same Playbook and Scorekeeper

Now that you've decided to dive into event (or experiential) marketing, don't make the common mistake of assuming that all stakeholders are working with the same metrics or striving for the same goals.

Events large and small often involve multiple internal and external teams, each with its own goals and agendas. Make sure you have a central set of measurable metrics, all working toward common goals.

If the most important goal of your events is to capture high-quality consumer leads and demographic data, but your onsite team's stated goal is to just fill out as many contact forms as possible regardless of lead quality, then the team that interacts with the public isn't using the same playbook.

Also, it's critical to have one centralized "scorekeeper" to make sure that all internal and external stakeholders have accountability for the overall success of the program.

2. Engage Your Audience: Collect Consumer Data

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Daniel Maurer is the B2B marketing manager for eshots Inc., a provider of technology and consulting services for enterprise and agency event marketers.

LinkedIn: Daniel Maurer