StretchLearn Course

Turn Live Events Into a Reliable Pipeline Channel

Master the full event marketing playbook — from concept to post-show ROI — in four focused modules.

Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Event Marketing gives beginners a practical, end-to-end framework for turning live events into revenue-generating opportunities. You will learn how to select the right event formats, build pre-event promotion campaigns, execute on-site experiences that capture qualified leads, and run post-event follow-up sequences that convert attendance into pipeline. Every module uses real industry benchmarks, named platforms, and worked examples from trade shows, brand activations, and hosted conferences.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Select the right event format and venue for a given marketing goal and audience segment

Build a 90-day pre-event promotion plan across email, paid, and organic channels

Design on-site activations and lead-capture systems that collect 200+ qualified contacts per event

Execute a post-event nurture sequence that converts 15–25% of attendees into sales conversations

Calculate event ROI using pipeline-attributed revenue and cost-per-lead benchmarks

Create a repeatable event calendar that scales brand awareness across multiple markets

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Event Strategy and Format Selection

Define your event goals, choose the right format, and build an event brief that aligns sales, marketing, and budget before a single dollar is spent.

3 lessons

Setting Event Goals That Connect to PipelineContent · 45 min

Preview Enabled

Choosing the Right Event FormatContent · 45 min

LMS Access

Building the Event BriefContent · 45 min

LMS Access

Module 2

Module 2: Pre-Event Promotion and Audience Acquisition

Build a 90-day promotion plan that fills your event with qualified attendees or drives targeted traffic to your booth before the show opens.

3 lessons

The 90-Day Pre-Event Promotion CalendarContent · 45 min

LMS Access

Email and Paid Channels for Event PromotionContent · 45 min

LMS Access

Partner and Speaker ActivationContent · 45 min

LMS Access

Module 3

Module 3: On-Site Execution and Lead Capture

Design the booth experience, staff your event correctly, and implement lead-capture systems that collect actionable contact data in real time.

3 lessons

Booth Design and Experiential ActivationContent · 45 min

LMS Access

Staffing and Conversation FrameworksContent · 45 min

LMS Access

Lead Capture Technology and Real-Time DataContent · 45 min

LMS Access

Module 4

Module 4: Post-Event Follow-Up and ROI Measurement

Execute the follow-up sequences, pipeline attribution models, and retrospective reviews that turn event investment into provable business results.

3 lessons

The Post-Event Nurture SequenceContent · 45 min

LMS Access

Measuring Event ROI and Pipeline AttributionContent · 45 min

LMS Access

The Event Retrospective and Repeatable PlaybookContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

event marketingtrade showsbrand activationslead generationexperiential marketingevent ROIconference marketing