1. Verticals: Tech & Business Marketing Strategy - Argentina

2. Building our Marketing Strategy The process

3. ¿How did we build our Marketing Strategy? We looked into 2 central concepts: 1)Event Formats in those verticals 2)Event Topics/categories of those verticals Why? 1)Because Event Formats tell us about the “needs” and “problems” that organizers usually have around them when organizing an event…and we use that to build our message. 1)Because Event Topics tell us “where” to spread our message.

4. Step 1: Identify Categories According to Eventbrite’s new taxonomy, we found 2 categories under the verticals (Tech & Business) we decided to run: Science & Technology Business & Professional

5. Step 2: Identify Event Formats in those Categories ¿Why Formats are important in these verticals? Because formats tell us about the “needs” and “problems” that organizers usually have around them when organizing an event. Conferences Expo Convention Classes Meetings Most popular formats in Business & Tech :

6. ¿Why Formats are important in these verticals? Conferences Expo Convention Classes Meetings Issues vary from Conventions to classes.. So… they require different features from our platform. And so…“That” is what’s going to define our “message” and the way we’ll sell our product.

7. Step 3: Identify Topics Most popular topics in Business & Tech events in our platform: 1.Software 2.Startup 3.Marketing 4.Internet 5.Social Media 6.Small companies 7.Design ¿Why Topics are important in these verticals? Because Event Topics tell us “where” to spread our message. -Where the communities are. -Who are the influencers -Most important events in that topic -Who is the specialized press -Who are potential partners

8. Building our Marketing Strategy - Awareness Blog post Event Format Event Topic - Ebooks - Consideration Blog posts - Landing Pages (Features by Format) - Webinar - Nurture campaigns - Events - Partnerships - PR - Social Media