b2b marketing: why digital and social support events

B2B Digital MarketingIntegrating Social and Digital with Customer Events

Marjorie Madfishttp://www.linkedin.com/in/marjoriemadfis

October 11 2013

Opening General Sessions

The entertainment

The engaged attendees

Customer presentations

The expo hall

Networking at lunch

The subject matter experts (SMEs)

Promoting the experts

We love our champions Some are fanatics

Digital is used for awareness and registrationwww.ibm.com/connect

Digital and social are used for engagement with attendees and virtual attendees

From push lead generation to push & pull

Event attendees

“Campaigns” Lead management

Event attendees

Virtual attendees

Social Social ContentLead nurture+

It's all about data – and then acting upon the data

The challenge: align events, social, organic web & demand gen

4-day Event

organic web presence

Social engage

Community on social channels

Event website

Web (owned)

Social (earned)

Event

(paid)nurture

nurture

Silo situationPotential

nurtureevents

social

web

Contact information

Twitter: @Marjorie_M

LinkedIn: Marjorie Madfis

Google + mjmadfis