take your event marketing from good to great with xactly and certain
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Take Your Event Marketing from Good to Great with Xactly and Certain
#LaunchPoint
Chris Newton, XactlyBetsy Zikakis, CertainTom Grubb, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Chris NewtonVP of MarketingXactly@Xactly Corp
Betsy ZikakisVP of Marketing Certain@certain
Tom GrubbVP of Product MarketingMarketo@marketo
Page 3© 2013 Marketo, Inc.
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag:##LaunchPoint
Page 4© 2013 Marketo, Inc.
B2B Marketers: in-person are events most effective
• Marketers continue to consider in-person events to be the most effective tactic (at 67 percent).
Page 5© 2013 Marketo, Inc.
Events: A Massive Portion of Marketing Spend
Are You Maximizing this Spend?
Source: IPSOS OTX (Commissioned by Google), PCMA, Price Waterhouse Coopers (Economic Significance of Meetings to the US Economy, Feb 2011)
28% Events
#compcloud
LEADER IN SAAS INCENTIVE COMPENSATION MANAGEMENT
FASTEST GROWING PROVIDER – OVER 500 CUSTOMERS
FOCUSED EXCLUSIVELY ON INCENTIVES AND COMPENSATION
MANAGING >$5 BILLION IN COMPENSATION ANUALLY
Meet Xactly
#compcloud
CompCloud 2012
Palace Hotel
San Francisco
May 14-16, 2012
#compcloud
Why Run a User Conference?
• Build engaged community• Educate users, prospects, &
partners
• Increased adoption and success • Easier references and testimonials• Real revenue
#compcloud
CompCloud 2011 by the Numbers
• 310 attendees• 98 trained • 30 certified • 15 customer videos• 16 sponsors• 32 breakout sessions • 6 general sessions• 16 one-on-one meetings• 41 opportunities touched• 3 press releases • 5 media articles
#compcloud
What’s in it for Customers and Prospects?
All About Incentive Comp…
Great LearningGreat Speakers Great Networking
#compcloud
What’s in it for Sponsors?
#compcloud
Hire an Event Management Firm?
• Reduces risk• Minimizes disruption on other
programs• May increase cost
• Optimize balance of responsibility
#compcloud
Registration Must-Haves
• Real-time status visibility
• Agility to update promotions
• Seamless branding
• Manage multiple attendee types
#compcloud
Integrated Events Management Solution
PromotionCampaigns
Registration, Agendas,& Mobile
CustomerData Master
#compcloud
First Year Lessons Learned
• Start early – planning, registration, sponsorships (and next year!)
• Maximize value for sponsors• Track attendance by session• Leave slack time for networking
– and be creative to drive engagement
#compcloud
1. Join the program
2. Complete
challenges
3. Earn rewards
#compcloud
#compcloud
How to Measure Success?
• Marketo, Certain, and SFDC
• Attendance by session• Training attach rate• Surveys• Actual return rate year-to-
year• Attendees/company
growth• FOX points (and rewards)
#compcloud
Attendee Survey Results
Area Score (out of 5)
General Sessions 4.3
Best Practices Track 4.2
All About Incent Track 4.1
All About Express Track 4.8
Hands-On Training Track 4.8
Training / Certification 4.1
I would recommend
4.4
I plan to return in 2012
4.3
#compcloud
What’s New for 2013?
• More personalized registration & offers
• Hired intern to make registration calls
• Realigned ownership of tasks• Revised (improved) agenda• More mobile onsite
Page 22© 2013 Marketo, Inc.
Xactly: 3 Big Key Takeaways
1. Focus on providing a great end-to-end experience2. Maximize community engagement3. Measure and improve
CONFIDENTIAL | 23
Enterprise Event ManagementPlatform for Maximizing EVENT SUCCESS
Engage ATTENDEES
MeasureSUCCESS
FacilitateCONNECTIONS
CONFIDENTIAL | 24
Trends Re-Defining Events
Technology Expectations
• Mobile• Social• Big Data
• Personalized• Engaging• Value-Driven
CONFIDENTIAL | 25
Engage Attendees
Pre-EventInput
1:1 Connections
Event Participation
Registration
Qualification
PersonalizedExperiencesOngoing
Communities
CONFIDENTIAL | 26
Create Personalized Experiences
• Communications
• Content
• Communities
• Social Networks
• Appointments
• Event Schedule
CONFIDENTIAL | 27
Adults Remember
20% - Hear
70% - Say
90% - Say & Do
- Edgar DaleCone of Learning
Design for Participation
CONFIDENTIAL | 28
Create Value through 1:1 Meetings
#1Driver of
Event Productivity
Buyers Suppliers
Users Experts
Investors Executives
Job Seekers Recruiters
CONFIDENTIAL | 29
Engage Attendees
Pre-EventInput
1:1 Connections
Event Participation
Registration
Qualification
PersonalizedExperiencesOngoing
Communities
CONFIDENTIAL | 30
Maximize Event Success
UNDERSTANDCapture Data & Measure Event Success• Rich Attendee Profiles• Accurate Event Costs• Event Intelligence
PLAN & MANAGEFlawlessly Execute & Control Costs• Collaboration, Planning,
Sourcing and Budgeting Tools• Event Lifecycle Management
ENGAGEInteract Across Multiple Touchpoints• Consistent Branding• Personalized, Easy Experience• Mobile, Social, eMail • One-to-One Appointments
CONFIDENTIAL | 31
Certain: 3 Big Key Takeaways
1. Create Personalized Experiences2. Design for Participation3. Facilitate 1:1 Meetings
Page 32© 2013 Marketo, Inc.
Q&ATake Your Event Marketing from
Good to Great
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
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