Informatica Event Recap: Agile Event Planning


Corrine Stratton


Producing repeatable, scalable events that drive net-new leads can be challenging. Informatica‘s Senior Manager of North America Marketing, Adrienne Cohen, and her team are accepting this challenge head-on by producing 10+ partner events every quarter. In the end, every event is unique in its format and audience. Their latest Seattle event proves that a clear understanding of your target audience allows you to be agile and produce a successful, lead-generating event.

Event Overview

Informatica partnered with Amazon Web Services (AWS) and their Dev Day Global Series to host a half-day workshop for engineers, software architects, and IT leaders in the greater Seattle area. The agenda featured experts from both the Informatica and AWS teams discussing their integration and its value to Informatica users. They then led the group through a hands-on tutorial to give attendees some real-world experience working with the product. Right from the start, attendees asked thoughtful questions, engaged with content, and actively participated in the discussion.

Event Goal

The quarterly events allow Informatica to collaborate with their integration partners and get in front of potential users to demonstrate different Informatica use cases. The events take the shape of half-day workshops, seminars, or executive roundtables depending on the target audience and location. Adrienne and her team utilize these events to drive net-new leads while promoting their partners and Informatica’s extensive library of integrations.

Target Audience

The target audience for their Seattle workshop were prospective Informatica and AWS end-users. The room was full of developers, software and solution architects, IT managers, and data analysts. This is a community that is continually looking to develop and grow in their roles and careers. End-user events prove to be incredibly effective. Though the attendees might not be the final decision maker, they hold a significant amount of influence when it comes to the tools they use.

Key Takeaways

The biggest lesson that Adrienne walked away with is the importance of being flexible when it comes to the format and structure or your event. According to Adrienne, it is about, “adjusting where possible without sacrificing scale.” When it comes to hosting events in cities like Seattle and New York, you have to think like someone that lives and works there. It is all about understanding your target audience and what motivates them to take the time out of their day to go to an event.

Ask yourself:

  • Why is our event valuable to our prospects?
  • Why should they care about our event?
  • What is the best time of day to host an event?
  • What is the best day of the week?
  • Should our event be virtual instead of in-person?

Adrienne and her team were able to get a full room with the right audience because they understood what made sense for their prospects in the Seattle region.

To learn more about upcoming Informatica events, visit

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