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Power of Personalized Events in
Accelerating the Sales Cycle
Betsy Zikakis, VP Marketing
Patrick Cava, Product Marketing
+600 Customers
Execute Complex Events at Scale
Established SaaS Business
Robust Infrastructure
Proven Platform
Support for Millions of Attendees
Enterprise EcoSystem
Maximize Event Value for all Stakeholders Marketers, Exhibitors/Sponsors, Attendees
Partner with Event and Marketing Solutions
Events help Buyers Move
Themselves Through the Buying Cycle
AWARENESS
CONSIDERATION
RESEARCH
ENGAGEMENT
BUY
Overcome Issues
Dive into the Details
Map the Market
Build Relationships Increase Knowledge & Connections
Hone Best Practices
Learn New Directions
? ? ? ?
Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
VP
Customer Early Stage Prospect
Late Stage Prospect
Analyst
? ? ? ?
Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
VP
Customer Early Stage Prospect
Late Stage Prospect
Analyst
Understand Who They Are
? ? ? ?
Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
VP
Customer Early Stage Prospect
Late Stage Prospect
Analyst
• New Product Releases
• Product Training
• Market Trends
• Thought Leadership
• Product Capabilities
• Differentiators
• Product Usage
• Integration Capabilities
Deliver Content They Need
? ? ? ?
Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
VP
Customer Early Stage Prospect
Late Stage Prospect
Analyst
• New Product Releases
• Product Training
• Market Trends
• Thought Leadership
• Product Capabilities
• Differentiators
• Product Usage
• Integration Capabilities
Orchestrate Connections They Value
Name: Matt Wang
Email: [email protected]
Twitter: @mattwang
Title: Software Engineer
Industry: Manufacturing
Company: Stone Industries
Revenue: >$100 million
Stage: Customer
Opportunity Value: $16,000
Time to Purchase: 30 Days
Considering: ADTech
Interests: Testing
Objectives: New Features
Attendee Profiles
Name: Susan Smith
Email: [email protected]
Twitter: @silversue
Title: VP, Engineering
Industry: Financial Services
Company: Silverstone Financial
Revenue: >$500 million
Stage: Engaged Lead
Opportunity Value: ?
Time to Purchase: ?
Considering: ADTech, P3, DMR
Interests: Mobile, SDL
Objectives: Early Research
Personalized Event Experiences
Personalized Event Experiences
Recommended Content
Executive Level Recommendations
Technical User Recommendations
Integrate Events into the Revenue Cycle
Rich Attendee
Profiles
Name: Susan Smith
Email: [email protected]
Twitter: @silversue
Title: VP, Engineering
Industry: Financial Services
Company: Silverstone Financial
Revenue: >$500 million
Stage: Engaged Lead
Opportunity Value: $250,000
Time to Purchase: 6 months
Considering: ADTech, P3, DMR
Interests: Mobile, SDL
Objectives: Early Research
Sessions: Market Trends, Mobile Dev, Agile Leadership
Meetings: Analyst (2), Partners (1)
Social: Shares (7), Tweets (9)
AWARENESS
CONSIDERATION
RESEARCH
ENGAGEMENT
BUY
Why Marketo-Certain Solution? Incorporates events within the extended digital
marketing enterprise
• Best of breed event management paired w/ B.O.B. marketing automation
• Use existing data to inform event experience and streamline process
• Optimize sales and marketing follow-up
• Provide marketing and sales real-time insight into event behavior, engagement, and interest
• Measure ROI of event spend more effectively
Event Management
Marketing Automation
CRM
Before Event
Revenue Industry
Customer Type T-Shirt Size
Stage Prod Interest
Social Considering
Custom
First Middle
Last Salutation
Title Company
Phone Email
Mobile Marketo ID
Address City
State Country
Postal Fax
Attendee Profile
Import Profile Data Design Event
During Event
Interest Middle
Social Preferenc
es
Profile
Reg Status Polls/Q’s
Site Tracking
Status
CRM
Update
First Middle
Last Salutation
Title Company
Phone Email
Mobile Marketo ID
Address City
State Country
Postal Fax
Profile
Create new
Track Progress and Impact
After Event
Attend Status Polls/Q’s
Site Tracking Appointments
Sessions Site Tracking
Payments Travel
Gamification Ratings
Cost Reg Source
Status + Behavior
CRM
Update Follow-Up + Measure
After Event
Attend Status Polls/Q’s
Site Tracking Appointments
Sessions Site Tracking
Payments Travel
Gamification Ratings
Cost Reg Source
Status + Behavior
CRM
Update Follow-Up + Measure
Average Events 185.6
Personalized Events 148.6
Pipeline Velocity – Days per Stage
? ? ? ?
Personalized Events Accelerate Sales
VP
Customer Early Stage Prospect
Late Stage Prospect
Analyst
• New Product Releases
• Product Training
• Market Trends
• Thought Leadership
• Product Capabilities
• Differentiators
• Product Usage
• Integration Capabilities
Accelerate Buying Cycle Capture Attendee Interests and Preferences Incorporate Events in the Revenue Cycle
More on this from Patrick
More information at:
www.certain.com
Personalized Event Experiences
Digitizing Events
How Marketers Accelerate Revenue with Events
Q&A