More than any other marketing channel, events act as an extension of your brand. So it’s crucial that every checkpoint of your attendees’ journey, from start to finish, leaves a positive impression. But in the rush of planning an event, it’s easy to overlook the little things, like testing that CTA link on your landing page or getting enough seating for your guests to feel comfortable. By defining your attendees’ journey, you can avoid those mistakes, improve attendee satisfaction and drive sales and revenue.