| |

Improve your marketing performance and build business value with well managed 1st party data.

What everyone involved in event marketing should know about growing and maintaining a marketing database for commercial success

This course covers essential knowledge and skills relevant to event marketers, as well as non-marketers who oversee and work with event marketers to ensure your event marketing performs well.

Top 5 things you will learn:

  1. What 1st party data is, and how it relates to your marketing database
  2. How to improve, grow and maintain your marketing database
  3. How to measure the return on investment in growing your marketing database
  4. How to use well managed data sets to created personalised event marketing campaigns
  5. How to make the most of the data you have by maximising your email deliverability and use data effectively across all marcomms channels


Lead Trainers

Helen Coetzee

Helen Coetzee
Co-Founder & CEO

Magda Kasprzycka

Magda Kasprzycka
Director of Marketing Operations

This course will cover:

  • What is 1st party data and why is it important
  • How to build and maintain a strong, effective marketing database for marketing campaigns that will achieve event objectives
  • How to grow your database:
    • Starting with defining the target personas – so you can make sure you build data for the right types of people
    • Understanding how much data you should aim to build to support your commercial objectives
    • How to go about increasing your database size using both organic and paid methods
  • Making the most of the data you already have by:
    • Deploying it effectively across your communication channels
    • Implementing a segmentation strategy and processes to enable personalised communication
    • Maximising the effectiveness of your communication channels, e.g by increasing the email deliverability, or paid media targeting
  • How to develop a lead scoring program
  • Measuring how your database investments are contributing to revenue growth and business value
  • How to keep your marketing practices compliant with relevant data privacy, data protection and marketing regulations encountered by B2B marketers.



What MPG Academy participants say...

 Colette Leong-Son Managing Director, Events Infopro Digital

MPG has delivered excellent training courses for Infopro Digital’s marketers. Their practical techniques have made a great impact. I have no hesitation in recommending MPG as a safe pair of hands when it comes to upskilling your marketing team!

Claire Urry Executive Director China-Britain Business Council

MPG delivered a great series of tailored marketing workshops for the team at China Britain Business Council. This gave us useful, practical guidance on improving our digital marketing tactics.

Mathilde Le Borgne Marketing Director, Licensing Portfolio Informa Markets

The event marketing training MPG Academy delivered for my marketers was very relevant to their day-to-day work. I’m seeing a lot of the learnings being taken on board and used. All the theory was made applicable – which was hugely valuable. Highly recommended.

Trusted by leading organisations & brands globally

  • Ascential
  • Financial Times
  • Informa
  • ALFI
  • InfroProDigital
  • Procurement Leaders
  • PEI
  • BauerMedia

Receive MPG Insights


    Receive MPG insights from MPG's team and community

    Get email notifications from MPG about new blogs, webinars, training opportunities and other resources in B2B marketing focused on events, subscriptions, memberships.