• Almost two-thirds of CMOs believe ROI will be the primary measure of their effectiveness in the future - IBM Global CMO Study
• CMOs will spend more on IT than counterpart CIOs by 2017 - Gartner
• 59% of chief marketers list “digital marketing makeover” (involving platforms, programs, and people) as the number one transformational project in 2014 - MarketingProfs
of the average B2B marketing budget is spent on events
Source: Forrester Research, Inc.
website 19%
data sources 10%
telemarketing 6%
PPC 8%
Syndication 6% display ads
9%
webinars & live events
30%
print 12%
other 1%
30%
of a corporation’s total revenue is spent on meetings and events
1-3% Source: Aberdeen Group, 2012
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Twitter Facebook
LinkedIn online videos
blogs professional networking sites
virtual events support forums
email webinars & webcasts
printed publications
websites
After a company’s website, tradeshows & events are the most effective B2B marketing tactic
Source: Forrester Research, Inc.
tradeshows & events
Reasons to Host Events
Event Program Goals
Source: BtoB Magazine: State of Event Marketing, July 2011
Events Accelerate Sales
Awareness
All Names
Engaged
Prospect
Marketing Qualified Lead
Sales Qualified Lead
Opportunity
Customers
Sales
Marketing
Event Marketing
Attendee Reg-
istration
Event Leads
Follow up Cam-paigns
Engage with
Content
Events Sales Funnel
Presenter
Presentation Notes
Why are events so effective? How do they help to influence our sales process? Let’s take a look at the typical sales funnel. Prospects make their way down the funnel, consuming content, getting educated and becoming more qualified. About mid-way through the process, leads change hands from marketing to sales, and if all goes well, they become customers. If you look at the progression of event activities, you can see why events accelerate the sales process. First, events are marketed to a large target market. Then attendees register and become more engaged with the company. As attendees consume compelling content leading up to the event, they become more interested and knowledgeable and become better prospects. Finally, onsite you are able to get to know them and understand their needs. Then their interests and behaviors during the event help you to score them even more accurately. And all of that great attendee data captured along the way can be integrated back into your marketing automation and CRM systems for a complete 360 degree profile of your prospect or customer. They are entered into follow up campaigns and are nurtured on their way to becoming customers. And when you look at these different stages you see how one event can really help to speed up the process and move qualified prospects through the sales funnel at a faster rate
Trainings Webinars
Seminars
Road Shows Field Marketing
Lunch & Learns
Con
fere
nces
Ince
ntiv
es H
olid
ay P
arty
Sales Kickoff
Exec
utiv
e Fo
rum
s
Use
r Con
fere
nces
Inve
stor
Mee
tings
Sporting Events
Galas
Soci
al E
vent
s
Board Meetings
Net
wor
king
Eve
nts
Fund
rais
ers
Auct
ions
Presenter
Presentation Notes
Organizations host marketing events to accomplish many different things. User conferences drive customer use of products and services, encourage upsell and drive customer loyalty. Road shows help reach prospects or customers in local markets. Webinars educate and drive leads remotely. Events of all shapes and sizes are an investment in both time and money. But you do not necessary need to invest a lot in either in order to integrate marketing events into your overall marketing strategy. If you plan properly, set goals, have the right tools in place, and consistently analyze and measure against your goals, I believe that every organization can see a tremendous ROI, or should I say ROE-Return on Event- from their marketing events.
Events Create Touch Points
Registration
Social
Onsite Mobile
Attendance
Expo
Feedback Personal Agenda
Demographics
Registration Info
LinkedIn Connections
Meetings
Tweets
Crowd Sourcing
Check-in Portals
Kiosks
Tablets
Smart Phones
Event Guide
Personal Agenda
Messaging
Break-outs
Sessions Receptions
Expo Visits
Keynote Meals
Lead Scans
Product Requests
Qualification Survey
Product Visits
Sponsor Conference Eval
Speaker Surveys Session Surveys
Touch points
Presenter
Presentation Notes
Step back for a moment and really think about all different interactions we have with our invitees through an event process, there are a ton of prospect and customer touch points. It starts with the first email you send inviting them to the event. The invitation needs to be targeted and personalized. The message needs to be compelling and their needs to be a clear call to action for the invitee to register. And we need to be thinking about where our invitees are receiving and reading the invitation. Like many of you, they are reading and consuming more content on their mobile devices. So you need to make sure that registration is available anywhere, whether they are at the office or on the road you want to be able to capture registrations anywhere from any device. When someone does register, it’s great chance for us to learn more about them. Everything from demographic details to even asking a few pre qualifying questions during the registration process so that you can better profile your attendees. Onsite at the event we can learn about our attendees interests and behaviors. What sessions did they attend? What sessions didn’t they attend? Did they download the mobile app? Were they active on social media? Did they leave the event early or stay out? All of this helps us to build a better attendee profile so that we can market to them more effectively and with relevant and personalized content. When you look at it this way, it’s clear why events are so effective. These touch points offer so many opportunities to educate, influence and get to know your customers.
Perception Changes After Events
70% 74%
2% 2%
23% 21%
5% 3%
Source: EventTrack 2014, Event Marketing Institute
Sources: Frost & Sullivan and Aberdeen Group, 2012, respectively
= Higher Event ROI
Increase attendance
Increase engagement
Increase leads for sales
+ +
Event technology can help increase attendance by 20%
Events are important, so how do you get the most out of them?
Companies can save 20-30% through the use of meetings management technology
Return on Events: A Critical Success Factor
Presenter
Presentation Notes
Add in 25% stat and 2nd most important lead channel
ROE is Improving
Brands that saw a 5 to 1 return or higher doubled.
Source: EventTrack 2014, Event Marketing Institute
2013 55%
2014 63%
Brands that saw a 2 to 1 return or higher.
Manual Planning Processes
80% of event processes are managed manually.
Source: Frost & Sullivan, 2013
Website
Social
Email
Travel
Registration
Finding Venues
Mobile Apps
Analytics
Fee Processing
Marketing
Database Excel
Badges
Housing
Budget
Check-in
Event Marketing
Event Marketing Dilemma
1. Quantifying the ROI of events
2. Developing a differentiated experience
3. How can I incorporate innovation in outbound, web, and mobile marketing into events?
4. Getting more productivity at events and tradeshows
Develop Persuasive Outreach Initiatives
Presenter
Presentation Notes
Develop Persuasive Outreach Initiatives to Fill the Room and Reinforce Your Brand
Develop an Event Marketing Plan
1. Use multiple channels
2. Use what you know about them to promote
3. Include PR components
4. Get help from partners
Email Features
• Customizable “From” name
• Apply your branding
• Personalize with merge fields
• Highlight event information
• Clear call to action
• Showcase key sponsors
From: Amanda Katz
VP Sales
From: James Galford
CEO
From: Susan Walker VP Marketing
Clients Staff Sponsors
Database
Brand Consistency Across Event Marketing, Registration, and Onsite Experience
Event Website
• Carry event brand through website
• Extension of existing brand
Calendar
• Always updated searchable view of your public events
Event Website
• Embed video, flash, tweets, map, etc.
• Embed video, flash, tweets, map, etc.
• Built-in social sharing
Event Website
Agenda
• Embed video, flash, tweets, map, etc.
• Built-in social sharing
Event Website
Agenda Sponsors
• Embed video, flash, tweets, map, etc.
• Built-in social sharing
Event Website
Email Forward
Email Marketing Website
Partner Sites
Email Forward
Email Marketing Website
Partner Sites
Email Forward
Email Marketing Website
Partner Sites
Use Social Media to Amplify Your Event Reach
Expand Your Event Audience
Maximize reach by making it easy for registrants to promote your event for you
Further encourage engagement
Bring in content from Twitter, Instragram, etc.
Sponsor Advertising
SocialWall
Leverage Mobile Apps to Increase Attendee Engagement
Mobile is Here to Stay
2 Billion+ smartphones/tablets will be sold in 2014
7 X that’s the number of PCs expected
to be sold that year
has
65 apps
installed 127 spends
minutes per day using apps
150 times per day
checks their phone
The average smartphone user…
Source: Gartner
How many smart devices will be sold in 2014?
How many times a day do you check your phone?
Mobile Event Apps
Ultimate apps for conferences and business events
Mobile Experience
• Access personal schedules
Presenter
Presentation Notes
Slides 34-38: These slides have a different template too. Would you help to change the template to the generic Cvent blue/orange?
Mobile Experience
• Access personal schedules
• Navigate sessions
Mobile Experience
• Access personal schedules
• Navigate sessions
• Feature sponsors
Mobile Experience
• Access personal schedules
• Navigate sessions
• Feature sponsors
• Spotlight speakers
Interact with the app
See personalized content Get curated
social posts
The Event Compass
Website
Signage
QR codes
Emails
Social media Keynote speech
Marketing Your Mobile App
Ensure Event Effectiveness
and ROI
Automated Reports For Your Management Team
Event Intelligence
Integrate with Existing Marketing Solutions
• What is wrong with managing registration through Excel spreadsheets?
It doesn’t tie into marketing automation or CRM solutions at your company. Webinar
Platform
CRM Social
Marketing Automation
Event Management
Presenter
Presentation Notes
Our fifth and final strategy is to Integrate. While embracing the previous four strategies brings marketers much closer to measuring and achieving great event ROI, #5 is exponential. More and more, organizations are integrating their event management software with their other systems, like marketing automation and CRM. When you integrate, you can: Develop a 360 degree profile of attendees, which enables more relevant and personalized event experiences that accelerate the buying cycle Align marketing even more closely with sales, allowing for the capture and scoring of leads onsite, automatically entering prospects into follow-up campaigns without having to wait days or weeks to get this information uploaded. Incorporate rich event data into existing systems, creating powerful intelligence for determining the impact of the event on key behaviors Tie event investments to the revenue cycle, making better comparisons to other marketing channels
Power of Integration
• Develop a 360 degree profile of attendees
• Align marketing even more closely with sales
• Incorporate rich event data into existing systems
• Tie event investments to the revenue cycle
CRM Marketing Automation
Event Marketing
Data Data
Presenter
Presentation Notes
Our fifth and final strategy is to Integrate. While embracing the previous four strategies brings marketers much closer to measuring and achieving great event ROI, #5 is exponential. More and more, organizations are integrating their event management software with their other systems, like marketing automation and CRM. When you integrate, you can: Develop a 360 degree profile of attendees, which enables more relevant and personalized event experiences that accelerate the buying cycle Align marketing even more closely with sales, allowing for the capture and scoring of leads onsite, automatically entering prospects into follow-up campaigns without having to wait days or weeks to get this information uploaded. Incorporate rich event data into existing systems, creating powerful intelligence for determining the impact of the event on key behaviors Tie event investments to the revenue cycle, making better comparisons to other marketing channels
Build Customer Profiles
Build more complete customer profiles to create campaigns, increase conversions, and enhance existing customer relationships
By providing leading-edge software, advisory services, and research, Moody’s Analytics advances best practices for measuring and managing risk.
Case Study
Presenter
Presentation Notes
Lets take a look at company that is successfully running marketing events, tracking event ROI, and using events to help accelerate their sales process. It wasn’t always that way for Moody’s though. Moody’s Analytics provides software, advisory services, and research to help advance best practices for measuring and managing risk.
.
Maximize value of leads
• Event team’s goal: find, win and retain business in new and established markets
• But losing value on leads processed manually, with sluggish follow up
• How to measure event value, long-term sales conversions of leads?
Presenter
Presentation Notes
Moody’s Analytics senior director of events and outreach told us that the events and outreach team is responsible for developing strategy that aligns Moody’s [events] activities with market needs. They play a vital role in helping the organization find, win and retain business in new and established markets. But she knew they were losing value on leads as the firm processed leads through a manual scorecard system. This contributed to sluggish follow up with the sales team. They needed a way to measure the value of each event in a way that would offer insights to support the overall events strategy. One way to do that was to measure the value and long-term sales conversions of leads generated from events. It’s a concept they had been chasing already, but several manual processes were slowing down the process and reducing lead value over time.
Solution: Integrate systems
Presenter
Presentation Notes
Automating lead qualification and distribution allowed Moody’s to increase lead value and optimize opportunities for sales. There were three systems in play: Moody’s event management system—Cvent—that the events and outreach team had implemented on their own, plus a marketing technology system and customer relationship management system, both of which the events and outreach team were users on. They worked closely with their counterparts in the organization—including marketing and data teams—to ensure the integration was getting them the information wthey needed. In the end, the team facilitated a seamless flow of information through three technology systems. The integration enabled events, sales and marketing to work as a cohesive unit to support the sales lead lifecycle and convert more real business for Moody’s on the leads that come out of the organization’s event activities. They can now score leads and have them assigned to sales automatically and at any point can now see the value of the lead through their CRM system.
“Understanding the value delivered from leads is one good strategy to get at ROI—and ROI is playing a big role in our go/no-go decisions for events.” Marianne Steckert Sr. Director of Americas Events & Outreach, Moody’s Analytics
Presenter
Presentation Notes
Here is a good quote from Moody’s Sr. Director of Americas Events & Outreach. (read quote) Ultimately it came down to understanding the value delivered from leads related to events and being able to see that return on investment – or return on events, or ROE as we like to say.
Who We Are
200,000+ worldwide users
750,000+ events managed
40 million+ registrations
3 billion+ emails sent
1,450+ worldwide employees
Company of the Year
Usage metrics calculated though 12/31/2013
$1.5 billion market capitalization
Corporate
Association
Third Party
Non-Profit
Education
Government
Our Clients
.
Key Takeaways
• Events generate leads and accelerate the sales process
• Successful events engage attendees and incorporate innovative tools
• Measuring and proving event ROI is critical to your organization’s success
