how to understand, attract, and engage buyers at events
TRANSCRIPT
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#EventMarketingWebinar
How To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)
Webinar
@Snap_App@Certain
#EventMarketingWebinar
WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)
@Snap_App@Certain
#EventMarketingWebinar
WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)
@Snap_App@Certain
#EventMarketingWebinar
WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)
@Snap_App@Certain
#EventMarketingWebinar
WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)
Lena Prickett, Content Marketing [email protected]
Moderator
• Share your questions in the GoToWebinar window, or ask them using the Twitter hashtag:
#EventMarketingWebinar• If we don’t get to your question, we’ll respond directly
We are recording this session, so it will be available by email and under “Webinars” on our website
Housekeeping
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#EventMarketingWebinar
WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)
@Snap_App@Certain
#EventMarketingWebinar
VP, Alliances and Channels, [email protected]
Christine Hansen
Senior Marketing [email protected]
Vanessa Porter
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Welcome
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8 TIPS FOR: PRE-EVENT MARKETING
DURING-EVENT ENGAGEMENT
POST-EVENT SUCCESS
Agenda
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THE CHASM BETWEEN MARKETING AND EVENTS.CERTAIN BRIDGES THE DIGITAL WORLD OF MARKETING AND THE OFFLINE
DATA FROM EVENTS.
EventsMarketing
Data
Data
Data
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COMPELLING CONTENT AT EVENTS
Noise
Providing value
Better data
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INTERACTIVE CONTENT JUST WORKS BETTER
• Better calls to action that deliver higher click-throughs and conversions
•
2 – 3x increase in lead conversion rates in comparison to lead gated static content
• Better data for lead scoring and faster MQL creation drives opportunity pipeline
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INCREASE ROI
EventData
InteractiveContent
EVENTS ARE THE #1 MOST EFFECTIVE TACTIC FOR B2B MARKETERS.
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HOW WILL YOU CONVERT LEADS FROM EVENTS?
• Events have a huge opportunity to contribute to revenue.
• But marketers are failing to leverage data from events to move customers through the buying cycle.o Not engagingo Not personalizedo Not interactive
• Data-driven marketers need to ask themselves how will they convert their leads from events.
• That question should be asked before the event even starts
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TIPS
How do you convert leads?
8 TIPS
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© Copyright Certain Inc. 2015
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PRE-EVENT ENGAGEMENT
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UNDERSTAND YOUR EVENT ATTENDEES
TIP #1
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• Pre-fill what is known• Gather what is needed
• Supplement prospect knowledge (opt-in)
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5
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WHERE HAS IT BEEN DONE?
Profile Attendees & Build Buzz!
• PayScale wanted to drive booth traffic and profile attendees
• > 1,200 engagements, 75% lead form conversion rate, increased booth traffic
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USE INTERACTIVE AND PERSONALIZED CONTENT TO ENGAGE
ATTENDEES BEFORE THE EVENT
TIP #2
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Personalized Recommendations & Agendas
• Give each attendee an experience designed just for them
• Help attendees plan for success
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WHERE HAS IT BEEN DONE?
Session Picker
• Oracle used a session picker to help attendees
• Used information to provide personalized recommendations
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ON-SITE INTERACTIONS
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TRACK ACTIVITIES AND INTERESTS AT THE EVENT
TIP #3
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• Badge scanning• Session polling• Social engagement• Appointments
EVENTS PROVIDE GREAT INSIGHT INTO BEHAVIOR, INTERESTS AND ENRICHED PROFILES
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GO BEYOND CHEAP GIVEAWAYS• Engage with something that’s meaningful to
you and the attendee• Use interactive content to let attendees:
o Competeo Assesso Calculateo Test Their Knowledge
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USE REAL-TIME ENGAGEMENT TO DRIVE THE NEXT LOGICAL STEP
TIP #4
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PROVIDE MEANINGFUL FOLLOW-UP
• Start the conversation before they leave.
• Drive resources or follow-up CTAs based on their engagement behavior
DRIVE CROSS SELL AND UPSELL DURING EVENTSWITH REAL-TIME PERSONALIZED CONTENT
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HARNESS THE POWER OF DIALOGUES
• Stand out in the sea of sponsors• Think outside the box and build connections!• Events are great for conversations. How can
you create one?
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CONTINUE TO COLLECT DATA AND INCREASE YOUR UNDERSTANDING OF
EACH ATTENDEE
TIP #6
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• Never stop watching/listening for those insightful moments
• Use what you collect to improve lead scoring• Feed everything into marketing automation!
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POST-EVENT FOLLOW-UP
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USE WHAT YOU LEARN TO NURTURE POST-EVENT
TIP #7
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PERSONALIZED FOLLOW UP
What is your Day One, Week One, 30 Day and Six month plan to drive conversion?• Define what you can measure and segment your lead
capture • Identify early stage and late stage leads to determine
where to engage in the buying cycle • Create nurture tracks based on interests and behaviors• Ensure sales has insight into all the attendee data from the
event to tailor their follow-up and the content provided
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CARRY THE EXCITEMENT OVER
• Use events as a platform for your next big marketing promotiono Atmel’s AVR
contesto HCSS Bracket
Challenge
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PROVE ROI BY TYING EVERYTHING BACK TO YOUR MARKETING
AUTOMATION AND ANALYTICS SYSTEMS!
TIP #8
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TURNING DIALOGUES INTO ROI
• Ask the questions that really matter• Record everything• Leverage your marketing automation system
lead scoring
nurturing
sales enablement
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THE END RESULT?
Credible ROI comes from the Marketing Automation and/or analytics system
• Tagged event activity data fed to marketing automation
• Pipeline added/accelerated tracked
• Revenue tracked
• Credible ROI documented
Increased Conversion and Increased ROI
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WHAT WE’VE LEARNED
How do you convert leads?
8 TIPS
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#EventMarketingWebinar
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#EventMarketingWebinar
VP, Alliances and Channels, [email protected]
Christine Hansen
Senior Marketing [email protected]
Vanessa Porter
@Snap_App@Certain
snapapp.com/blogCertain.com/blog
Questions?
www.snapapp.com
@Snap_App@Certain
#EventMarketingWebinar
VP, Alliances and Channels, [email protected]
Christine Hansen
Senior Marketing [email protected]
Vanessa Porter
@Snap_App@Certain
snapapp.com/blogCertain.com/blog
Thank You!
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617.923.0000 [email protected]
RESOURCES
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bit.ly/SA-Events
Use Case: Interactive Content and Events
7 Seriously Simple Steps to Convert More Leads
innovate.certain.com/convert-event-leads