july 30th – august 1st, 2013 mccormick place, chicago, il optimizing customer engagement from...
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July 30th – August 1st, 2013McCormick Place, Chicago, IL
Optimizing Customer Engagement
From Event Engagement
Liz Miller
CMO Council
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A 5 carat Red Diamond has a value of over $46 million dollars
“To Enjoy Red Diamond is to Share It”
One stack of Redstone Ore will give @ 10 levels of experience
The Red Diamond creates a mental map of its immediate surroundings, allowing it to return to the same bush or rock year after year
ABOUT THE STUDY
Online survey of 257 Senior Corporate Marketers
Interviews with 25 senior marketing leaders
Interviews with experts in the event industry
Aimed at benchmarking the business value of trade shows and events
CMO
CMOs STILL VALUE EVENTS…
42% say events continue to be valuable
31% say events are essential to business
CMO
But, Cuts Loom
40% are cutting budgets in lieu of smaller events with targeted
audiences
44% opting to host customer events and skip industry events
Big Theme #1
Business Over Brand
60% believe events are prime opportunity for face-to-face exchanges with customers
47% say events are highly effective at reaching & engaging with multiple
customers and prospects
66% value events as a place to strengthen relationships & acquire new leads
Big Theme #2
We Can Pick ‘Em…
53% say they have a “well defined” event selection and development process
Top criteria for assessing event participation = The quality & mix of attendees
68% say CMO is at the helm of event selection
Big Theme #3
But We Can’t Measure ‘Em
40% rely on ad hoc staff feedback as a “measure” of success
12% have no measures of success
37% do not have enough visibility into pipeline conversion
Big Theme #4
And We Can’t Convert ‘Em
40% are underperforming in developing relationships or closing deals at events
32% are looking to improve data collection as a key to performance optimization
Nearly 1 in 4 say they are not very effective in converting a show lead into customer business
Big Theme #5
Where’s the Business Beef?
45% of Marketers are struggling to make a business case for event investments
39% say escalating costs (without understanding why) is the main reason
for cuts
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Big Theme #6
Calling All Intelligence
33% say data from event producers is questionable
73% want improved attendee analytics and insights as part of exhibitor reporting
53% want show producers to embrace technologies that increase engagement and
lead capture & flow
Big Theme #7
Always Room for Improvement
34% looking to boost strategy while another 34% want to significantly improve data collection
Speaking opportunities are on the list of areas of continue to improve, especially how to track attendance
1/3 of marketers looking for creative ideas to drive booth traffic and increase show-floor engagement
EXPLORE! What We Started…
EXPLORE!
What We Started…
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Time to Wake Up!!!!!
Questions?
July 30th – August 1st, 2013McCormick Place, Chicago, IL
THANK YOU!
Liz Miller
CMO Council
@lizkmillerlmiller@cmocouncil.
org