Where Should Events Feature in Your Sales & Marketing Funnel?

In today’s fast-moving business landscape, events are no longer just a “nice to have.”

They’re a powerful tool for driving brand awareness, building relationships, and moving customers through your sales and marketing funnel.

But to get the most out of your investment, it’s essential to understand where and what events fit into your funnel, and how to use them strategically.

Top of Funnel: Awareness & Attraction

At the awareness stage, your goal is simple: get noticed. Events can position your brand in front of new audiences and showcase your story in a memorable way.

• Trade shows & exhibitions put you in front of prospects who are actively looking for solutions.

• Brand activations & pop-ups create buzz and reach new audiences.

• Sponsorships or hosted experiences align your brand with key industry conversations.

  
  

The focus here is visibility and impact. We want people to leave saying, “I want to know more about that brand.”

Middle of Funnel: Engagement & Consideration

Once you’ve captured attention, events become a way to deepen relationships and build trust. This is where design, experience, and interaction really matter.

• Workshops, demos, and experiential events give your audience hands-on exposure to your product or service.

• Networking events offer meaningful face-to-face engagement.

• VIP client events or exclusive launches build loyalty and reinforce your brand’s value.

At this stage, we look at how events educate, engage, and build emotional connection. The aim is to make it easier for your audience to picture themselves working with you.

Bottom of Funnel: Conversion & Retention

Events aren’t just for awareness, they can directly drive sales and long-term loyalty.

• Private dinners or roundtables can close deals in a high-trust setting.

• Customer appreciation events strengthen relationships and drive retention.

• Internal activations and staff engagement events keep your team motivated to deliver on promises.

  
  

Here, the goal is conversion and retention. We need to turn interest into action and building advocates for your brand.

How Can Marvelle With Your Events Marketing Strategy?

At Marvelle, we design and deliver events with strategy and creativity in equal measure.

Whether your focus is awareness, engagement, or conversion, we ensure every event fits seamlessly into your wider sales and marketing objectives. This includes food and drink options, venue selection, delegate management, entertainment and in-event hosting. All essential for creating the perfect environment for your business growth.

From brand activations and launches to networking dinners and seasonal campaigns, we craft experiences that captivate audiences and create lasting impact.

And going back to our original question, where should events feature in your sales and marketing funnel, the short answer is everywhere. Because when events are done right, they’re not just a line in your marketing budget, they’re one of the most effective tools in your funnel.