Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI

Event Marketing Secrets: Generating Real Buzz that Drives Registrations, Attendance and ROI

© 2011 Marketo, Inc.

Page 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Today’s Speakers

Jon Miller (@jonmiller2)VP Marketing & Co-FounderMarketo

Rachel ThorntonVP of Dreamforcesalesforce.com

Tamara MendelsohnDirector of MarketingEventbrite

Dreamforce 2011August 30th – September 2nd

Rachel Thornton

VP, Dreamforce

Salesforce.com

Focus on Customer Success

Bring Customer Success to Life

•500 Events worldwide

•300 Events in North America

•80,000 attendees each year in our top 8 markets

•250+ Customer speakers

DREAMFORCE

Dreamforce 2011

30,000attendees

300partners

425+sessions

One community

“Tipping point, paradigm shift, perfect storm… whatever we call it, industry conferences will never be the same.”

-- Jack Crawford, Allergan

RELEVANT PERSONAL INNOVATIVE

RELEVANT DF10 - 368 sessionsDF11- 425 sessions

>97,000 seats

70% of seats filled prior to event

80% customer delivered content

Session scores all > 4.0

9

PERSONAL

•Content Groups

•Trending Topics

•Follow Sessions

•Follow Speakers

•Connect with your peers

•Solve Problems

•Make Friends

10

“No conference has had an app about its attendees before. Collaborate, meet people, review breakout sessions or even post a question on the wall of the CEO. This is really groundbreaking.”

— Jeff Grosse, crmfyi.com

INNOVATIVE

11

Dreamforce changed the attendee experience

RELEVANT PERSONAL INNOVATIVE79%

of eligible registrants opted

in

13,582 attendees opted in

78,678posts and comments

5,500 users

posted/commented

2,900 users with 3 or more

posts/comments

Overall conference

score 4.7/5.0

So Join Us….

Amazing savings with Summer Special pricing - $899Expires 6/29

© 2011 Marketo, Inc.

Jon Miller, VP Marketing and Co-Founder, Marketo

Author of Modern B2B Marketing blog

@jonmiller2


Salesforce - Best Marketing Automation

Best Marketing Solution Best Marketing and Sales 2.0 Solution

Who’s Who in BtoB

1. Marketing automation, sales effectiveness and revenue analytics have become a must-have solution

2. >1100 customers; 315% YOY growth

3. Customer Impact: Fast 40%+ improvement across sales & marketing

4. Award Winning Products & Modern Technology

5. Furious pace of innovation: 8-week release cycle

6. World-class management team

Marketo is the leading Revenue Performance Management Solution

http://www.marketo.com/_includes/wp/news/wp-content/uploads/2010/11/Sales-2.0-logo-small1.jpg�


Revenue Rockstar Roadshow

1. 28 events in 14 cities in 3 months

2. Day 1: Revenue Rockstar Event1. 2-5 pm Thought Leadership2. 5-7 pm Happy Hour/Networking3. 7 pm+ Exclusive VIP dinner4. Average 100 attendees, 75% customers and

prospects

3. Day 2: CMO ROI Roundtable Breakfast1. Executive invitation only2. Average 11 executive attendees


Why Introduce Roadshows?

Tradeshow Average Cost Per Prospect: $225

vs. $65 TargetThe Human Touch


Success Secret 1: Set Goals Upfront

1. Not just people, but the RIGHT people2. Revenue impact3. Prospects and Customers4. Spiff for the team


Success Secret 2: Strong Theme / Creative

1. Iconic

2. See yourself

3. “Be a Rockstar at the Office. Leather Pants Optional.”

4. T-shirts

5. Supported by boutique hotels with high-cool feel


CMO BreakfastT-4 weeks E-mail invitationT-4 weeks Boxpilot voicemail (data quality)T-3 weeks Direct Mail invitationT-2 weeks “Forward” from lead ownerT-1 weeks Customer Call Downs & Jon email to ProspectsT-3 days Confirmation Email Forward email from Jon T-2 days Boxpilot VM Confirmation

Success Secret 3: Multi-Touch PromotionRevenue Rockstar

Multi-City Invite + Big Bang Press ReleaseT-2 weeks Individual city inviteT-1 weeks Individual city invite v2T-2 days Limited space inviteT-2 days BoxpilotConfirmation (Prospects)T-1 day Reminder email


Most Registrations Happen in Last 2 Weeks

Example: NYC event on June 7


Success Secret 4: Segmentation

1. Lots of energy went into data quality and reusable lists2. Used demographic score to target top prospects for direct mail and call downs3. Location matters:

1. Company versus personal location versus inferred location (e.g. billing address versus mailing address)

2. Attended other events in that area3. …but you’ll never get it exactly right, so message appropriately and close-the-loop


Success Secret 5: Follow-Up Fast1. CDs with content at the event2. Slides out next day3. Immediate sales notifications and “interesting moments”4. Follow-up survey included requests for a demo and willingness

to be a reference5. Livestream for engagement with non-attendees


Success Secret 6: Make it Scalable

Clone Complete Programs

Track Costs and Tags for Measurement

Use “Tokens” To Parameterize


Success Secret 7a: Measure to Prove ROIG

ood

Bett

erBe

st


Success Secret 7b: Measure to Improve ROI

1. Variance by city1. Chicago, DC, NYC,

and Philly mostexpensive

2. Suburbs are cheaper

3. Smaller cities oftenhad better ROI

2. Other:1. Don’t have competing executive events

2. Executive to executive text only emails work well

3. Have a Plan B for everything, e.g. don’t trust the hotels to ship your boxes to the next location on time!

Eventbrite—Tamara Mendelsohn, VP of MarketingOrganizing events that speak to event organizers.

Page 27© 2011 Marketo, Inc. Marketo Proprietary and Confidential 27

What is Eventbrite?


We think about events all the time…

• How can we help our customers reinforce their brand presence?

• How can we make it easier for our customers to spread the word about their events?

• What about the people who attend those events?

• And how can we help them measure the impact of their outreach efforts?


Meet Brianna and Damany

• Event Evangelists in 5 metros, with more to come

• They throw a wide variety of events: from luncheon presentations to big parties


Reinforce your brand presence

• Put a human face to it• Get into the mindset of the

different types of people you hope to reach and tailor the communication

• Create something memorable


Tap into the virality of events


Social media drives measureable results

• When one person shares an Eventbrite event on Facebook with their friends, it yields on average…

$2.52 in ticket sales11 event page visits


Give attendees a reason to engage

Before the event:• Encourage sharing to jumpstart dialogue• Encourage the use of a hashtag

During the event:• Make attendees aware of the backchannel• Aggregate and display the backchannel

After the event:• Ask for feedback• Create and share summaries



Use your data


Don’t forget about entry management



The entire experience reflects your brand

• Invitations• Promotion• Social media• Entry management• Event experience• Follow-up

Thank you!Tamara Mendelsohn, Eventbrite@tmendelsohn

Questions & AnswersContact Us+1.877.260.6586www.marketo.com

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Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI