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Events are a vital component of your demand generation and brand reinforcement programs and represent a huge slice of your total B2B marketing spend. According to recent industry estimates, B2B marketers plan to allocate over 28% of their budget to online and offline events in 2012.
Citation preview
Speakers:
Tips to Enhance Events by leveraging Salesforce and Marketing Automation Customer Hero Theater
Gaurav Kotak, Sr. Director, Product Marketing, Marketo
Michele Aymold, Marketing Specialist, BigMachines
Event Marketing: An Important Channel to Acquire Customers
Source: Google research
1. Define your specific audience and objectives for the Event
2. Provide a simple compelling sign-up
3. Run Hybrid events
4. Analyze true effectiveness of events
5. Nurture event attendees and no-shows
6. Sales insights into who attends the event
7. Don’t Market Events in a Silo
Seven Tips to Enhance Event Effectiveness
BigMachines Events and Campaigns for Dreamforce
Event / Campaign Purpose Target AudienceExecutive Dinner Close Business Late-stage,
executives/decision makers
Stop by Booth Provide Testimonial Customers, Late-stageMain Presentation Generate Demand Practitioners, Early to
mid stage‘Secondary’ Presentation
Generate Demand Practitioners, Early stage
Co-Sponsored Party Lead Generation BroadNon-Attendees Demonstrate Expertise Practitioners, early
stage
Define Target Audience Based on Buyer Stage
Early Stage Content Mid Stage Content Late Stage Content
2. BUYING PROFILES
• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Simple Compelling Sign-ups Powered by Marketo
One-click to registration
Progressive Profiling
Timely Reminders
Typical Registrations
30 days 20 days 10 days Day of Event
Relevant Title
Understand True Effectiveness of Events
Sales Insights into Who Attends the Event
Don’t Market Events in a Silo
Speakers:
Tips to Enhance Events by leveraging Salesforce and Marketing Automation Customer Hero Theater
Gaurav Kotak, Sr. Director, Product Marketing, Marketo
Michele Aymold, Marketing Specialist, BigMachines