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A “too often story” for events & webinars
•Spend a lot of time & money •After the event or webinar, you feel great!•Follow up… too much time lapses•And what about the sales results ????
Challenges around events & webinars
•Keeping the momentum•Tailoring follow up (including the right next step)•Measuring the effectiveness
Backround•Founded in 2008 to scale CLASS®, a classroom observation tool that looks at the relationship between teachers and children
•Primary audience: decision makers in school systems
Events
•12-25 paid regional events per year• Each event has 5-10 sessions
•Market via website, social media, conferences, email, flyers, calling
•Use Cvent to manage the events & HubSpot to manage marketing automation
Challenges for Teachstone
Hard to target based on past event participant.
Too much time spent downloading and uploading lists between systems.
No timely post-event follow-up to attendees
Difficult to conduct reporting on the effectiveness of marketing’s efforts
What Teachstone Did: Connect Events & Marketing Automation
• Bedrock Data pre-built Cvent & HubSpot connector• Cvent registrants: pushed into HubSpot• HubSpot gets record of events (register, attend, sessions)• HubSpot smart lists & reporting much more powerful• No more spreadsheet uploads!
The Results for Teachstone
• Turned a pain point into a huge positive • Major time savings! • Event promotion is more targeted: an additional 29
customers from one event! • Now track Events → Customers• Our team is freed up so we can do more with our event
marketing
Tips: Connecting Events to Marketing Automation & Sales
#1 - Follow up during the event - make the connection
#2 - Tier & tag interest at the event
#3 - Segment follow-up
#4 - Enrich marketing database based on topics
#5 - Leverage marketing automation for event ops
Tips: Connecting Webinars to Marketing Automation & Sales
#1- Immediately deliver leads to MA and/or CRM
#2 - Ask for follow-up preference during the webinar
#3 - Segment webinar promotion - do more, targeted
#4 - Enrich marketing database based on topics
#5 - Leverage marketing automation for webinar ops
•Get started on an event/webinar integration•Discuss an event/webinar integration•Schedule a follow-up demo•Share this with others on my team•No next steps at this time
My preferred next steps...
•Customer Stories•Expert Guides•How To Videos •Infographics •Power User Series
www.BedrockData.com/Resources