Skip to content
Knowledge base

What is event marketing?

In short

Event marketing is using events, such as webinars, masterclasses, workshops, seminars and knowledge sessions, to win new clients. You show what you know, build trust and make the people in the room an offer for a next step.

Also known as: event-based marketing, webinar marketing, events marketing, marketing with events.

Event marketing comes down to one question: what does this event deliver? Not in likes or sign-ups, but in conversations and clients.

How event marketing works

An event that sells goes through four steps. We call it the Sold-Out Recipe:

  1. Dough: a crystal-clear offer. What can someone buy after the event, and why now?
  2. Rise: fill the room with your buyer, through email, LinkedIn, outreach and ads.
  3. Oven: make sure the people who signed up actually turn up, with reminders by email and WhatsApp.
  4. Counter: make the offer, and follow up until it’s a yes or a no.

Where event marketing usually leaks

In two places. The room isn’t full: too few sign-ups, or people who sign up and don’t show. Or the room is full, but nothing sells: everyone goes home inspired, with no next step.

Most event marketing focuses on the first leak. But a full room is the start, not the finish.

Explained by Rubin Koot, Online Marketing Bakery. Updated 13 October 2026.

In the Sold-Out Recipe

Event marketing belongs to Counter: selling and following up. This is how the recipe works. Together the four steps make up event marketing the way we do it: a full room that also buys.

Related terms

Further reading

← All terms in the knowledge base

Questions

Questions about event marketing.

What is the difference between event marketing and organising an event?
Organising an event is about the day itself: the venue, the tech, the programme. Event marketing is about what the event has to deliver: the right people in the room, and an offer they take you up on afterwards.
Does event marketing work online too?
Yes. A webinar or online masterclass is an event too. The recipe is the same: an offer, a full room, people who actually turn up, and follow-up.
How do you measure whether event marketing works?
Four numbers per event: sign-ups, viewers or attendees, conversations and revenue. That shows you exactly where it leaks.

Your next event deserves a room that buys.

Book a one-hour baker's chat. We figure out where your room leaks. If it's not for you, we'll tell you.

Book your baker's chat Take the leak test

You talk directly to Rubin, the head baker.