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#DDROEM
Engagement: The Ultimate Metric toDemonstrate Event ROI
Event Marketing Resources
Presented By:
Lindsey LyleHead of Events@mrslindseylyle
Justin GonzalezSenior Marketing Manager
@justinSF
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#DDROEM
Event Marketing Resources
Stick Around for Valuable
Content!
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#DDROEM
Today’s AgendaRise of the Event Marketer
Set Engagement Goals to Demonstrate ROILeverage Your Data Wisely
Event Marketing Resources
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The marketing landscape is evolving.
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Short term goals like lead generation and velocity are no longer sufficient.
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Marketers must now focus on building lasting relationships with prospects and customers.
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Consider:Are they engaged with your brand?
Will they remain loyal to your brand amongst constant competition for attention?
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ENGAGEMENT MARKETING
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How familiar are you with event apps?Marketing used to be about what you said to people, now it’s what you do for people. You have to come into the business to add value to the lives of your customers and clients.
Kevin JacksonDirector of Ideas and InnovationThe Experience is the Marketing
“
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New marketing technologies are making it simpler than ever to engage prospects and customers.
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Digital Marketing is measurable, but one-directional.
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Trackable Metrics:Email Open Rates
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Trackable Metrics:Email Open RatesConversions
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Trackable Metrics:Email Open RatesConversionsOnline Ad Impressions
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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb Traffic
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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through Rates
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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through RatesContent Downloads
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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through RatesContent DownloadsContent Shared
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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through RatesContent DownloadsContent SharedBounce Rate
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Welcome to the age of live engagement marketing.
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Live events are the only way to supercharge dialogue with leads, prospects, and customers.
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Live events create the perfect storm of engagement by creating real relationships with constant connections.
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But, event marketers face a few challenges when measuring engagement at events.
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It’s no longer sufficient to measure event performance with post event surveys, lead counts, and attendance.
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Event profs must identify and evaluate the live moments that impact the event and consequently the business’s success.
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In order to do so, event marketers must become more data-driven like their marketing counterparts.
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#DDROEM
Today’s AgendaRise of the Event Marketer
Set Engagement Goals to Demonstrate ROILeverage Your Data Wisely
Event Marketing Resources
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How familiar are you with event apps?People still want that in-person connection. Event programs offer the face-to-face engagement that helps move your leads down the funnel at a higher conversion rate than most other marketing channels.
Lindsey LyleSenior Event Marketing ManagerDoubleDutch
“
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Event programs move leads down the sales funnel at a higher conversion rate.
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Known Lead
MQL
Typical Sales Cycle
30 days
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Known Lead
MQL SQL Opportunity
Typical Sales Cycle
30 days 15 days
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Known Lead
MQL SQL Opportunity Close
Typical Sales Cycle
30 days 15 days 30 days
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Known Lead
MQL
Sales Cycle with Event Influence
30 days
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Known Lead
Sales Cycle with Event Influence
30 days
MQL SQL Opportunity Event Close
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Known Lead
Sales Cycle with Event Influence
30 days 15 days
MQL SQL Opportunity Event Close
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Dozens of marketing campaigns unfold at a single event.
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Set expectations early.
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1. Meet with key stakeholders and identify objectives of event together.
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2. Brainstorm ways of tracking and measuring these objectives.
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3. Communicate event programs’ business objectives pre-event, during, and post-event with all hands involved.
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Metrics for Attendees: what do those happy faces mean for your business’ bottom line?
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Metrics for Attendees:
Event registrationsMeeting requests
Email signupsAttendee referrals
Sales callsProduct demos
Product purchases
Sales Pipeline
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#DDROEM
Metrics for Attendees:
Event registrationsMeeting requests
Email signupsAttendee referrals
Sales callsProduct demos
Product purchases
Traditional mediaSocial media
Attendee influenceWebsite traffic
Sales Pipeline
Brand Building
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#DDROEM
Metrics for Attendees:
Event registrationsMeeting requests
Email signupsAttendee referrals
Sales callsProduct demos
Product purchases
Traditional mediaSocial media
Attendee influenceWebsite traffic
Returning attendeesSession bookmarksSession attendance
Engagement frequencyAttendee sentimentNumber of followers
per attendee
Sales Pipeline
Brand Building
Attendee Engagement
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Sponsors and exhibitors are the lifeblood of many events; make sure they want to return and increase their investment.
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Metrics for Sponsors:
Booth trafficMeeting requests
Demos scheduled/givenQuality of contacts
Sales generated
Sales Pipeline
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Metrics for Sponsors:
Booth trafficMeeting requests
Demos scheduled/givenQuality of contacts
Sales generated
Media mentionsAttendee sentimentSponsor sentimentIncrease in sponsor
retention
Sales Pipeline Brand Building
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Targeted offers give exhibitors the power to send specific messages to the right audience in order to drive the desired traffic to their booth.
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How familiar are you with event apps?What technology does is like taking Picasso up to modern day and giving him Photoshop.
Adam ParryEditor in ChiefEvent Industry News
“
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Equip yourself with the right software and tools.
Marketing Automation(Marketo)
Customer Relationship Management(Salesforce)
Live Engagement
Platform(DoubleDutch)
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#DDROEM
Today’s AgendaRise of the Event Marketer
Set Engagement Goals to Demonstrate ROILeverage Your Data Wisely
Event Marketing Resources
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#DDROEM
Leverage your data wisely.
EVALUATE & BENCHMARK
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Leverage your data wisely.
Take all metrics from the event and compare them to your goals.
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#DDROEM
Consider:1. How did your metrics perform against
your goal?
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Consider:1. How did your metrics perform against
your goal? 2. Did you surpass your goal?
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#DDROEM
Consider:1. How did your metrics perform against
your goal? 2. Did you surpass your goal?3. If not, what changes can you
make?
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#DDROEM
Consider:1. How did your metrics perform against
your goal? 2. Did you surpass your goal?3. If not, what changes can you make?4. Immediately establishing
benchmarks for next time to compare results.
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#DDROEM
Leverage your data wisely.
EVALUATE & BENCHMARK
INFLUENCE & DRIVE
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Leverage your data wisely.
Don’t just look at data – use it.
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Consider:1. What does data tell you about
attendees’ interests, patterns, and learnings?
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Consider:1. What does data tell you about
attendees’ interests, patterns, and learnings?
2. What’s the best way to follow up with attendees based on these findings?
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Consider:1. What does data tell you about
attendees’ interests, patterns, and learnings?
2. What’s the best way to follow up with attendees based on these findings?
• Should a sales rep reach out post-event?
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#DDROEM
Consider:1. What does data tell you about
attendees’ interests, patterns, and learnings?
2. What’s the best way to follow up with attendees based on these findings?
• Should a sales rep reach out post-event?
• Should you follow up with specific content?
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#DDROEM
Leverage your data wisely.
EVALUATE & BENCHMARK
INFLUENCE & DRIVE
TRACK & OPTIMIZE
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Leverage your data wisely.
Sit back and track results against business’s bottom line.
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Consider:1. Conversion rate
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Consider:1. Conversion rate2. Win rate
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Consider:1. Conversion rate2. Win rate3. Deals closed
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Consider:1. Conversion rate2. Win rate3. Deals closed4. Dollars won
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Consider:1. Conversion rate2. Win rate3. Deals closed4. Dollars won 5. Retention earned
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It’s important to check back in months post-event to see your event’s influence over these metrics over time.
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If you can measure it, you can make it better.
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Check out the complete guide to demonstrating event ROI
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Engagement: The Ultimate Metric toDemonstrate Event ROI
Event Marketing Resources
Presented By:
Lindsey LyleHead of Events@mrslindseylyle
Justin GonzalezSenior Marketing Manager
@justinSF