Gartner Research

Plan and Execute User Conferences to Engage Customers

Published: 25 July 2018

ID: G00368993

Analyst(s): Christy Ferguson


Customer user conferences are a critical element of technology and service provider go-to-market strategy to engage with customers and create ongoing value. Technology product marketers should follow Gartner's five-point plan to design and execute effective customer events.

Table Of Contents
  • Key Challenges



  • Preconference
    • Step 1: Set Conference Goals
    • Step 2: Define Responsibilities
  • During the Conference
    • Step 3: Leverage Customers as Advocates/Evangelists
  • Postconference
    • Step 4: Repurpose Conference Content
    • Step 5: Define a Follow-Up Strategy to Drive Continued Demand


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