Thanks for joining us! We’ll start promptly at 1:03 p.m. ET

Housekeeping

• Q&A  panel  on  your  right    • Recording  for  colleagues  who  couldn’t  make  it  • All  a;endees  will  receive  slides  • Twi;er:  

•  #advocatemktg  • @certain  @scoAngram  • @influiCve  @jomoon  

What you’ll learn

• New book: Making Rain With Events • Event marketing challenges • Role of advocacy at events • How to leverage advocates before, during and after • Keeping advocates engaged

• Certain provides enterprise event management solutions to plan flawless events and create engaging experiences.

• Marketers need an event management platform designed for them, with all capabilities built into a single platform and integrated with their marketing automation systems.

• A platform designed to help them practice their craft – segment audiences, target messages, drive behavior, and track results – and incorporate events into the buyer’s journey.

Certain The event platform for the marketer

•  Powerful advocate marketing software that helps B2B marketers discover, mobilize, and recognize their biggest fans – customers, partners, employees

•  Drive referrals, references, reviews, word of mouth recommendations, engagement, and more

•  Founded in 2010

•  HQ in Toronto, Boston, Palo Alto

•  Private, VC backed, >$11M raised

Influitive Advocate marketing experts

Marketing impact of events

The event marketing gap

The integrated marketing opportunity

Attendee Profile Event Technology Engaging Event Experience

Drive Revenue Cycle

Marketing Software

Profile, Behaviors, & Interests

Events consume 20% of “modern marketing” budgets

•  More than - content, branding, marketing automation, social media, PR and analyst relations combined!

•  Yet only half of CMOs admit that they struggle to make a business case for investment in events*

• Typical pre-event marketing drives registration, but not passion and buzz

•  It’s hard to drive traffic to the sessions and exhibits that matter – especially for booths & sessions on the ‘edges’ of the main event

• Marketing pitches and demos that inform but don’t convince • Not enough content/not authentic enough content • Flash in the pan marketing – it’s all over in 2-3 days

Why events don’t live up to their billing

The solution: your advocates!

What is an advocate?

They may not do this…

But they will do all of this and more…

Referrals

Product reviews

Blog comments

References Re-tweets, Likes, shares

Discover

Media interviews

User groups

Product surveys

Customer Advisory Boards

Analyst interviews

Consider, Retain, Inspire

Purchase

Why advocacy and events?

• Customers,  partners,  prospects,  media  and  analysts  all  in  one  place  

• On  a  mission  to  learn  and  network,  share  experCse  with  peers  • A;endees  don’t  care  about  sponsors  • They  want  to  hear  what  other  a;endees  are  interested  in,  experiencing  success  with  

• Needs  to  be  a  strategic  priority  integrated  with  the  rest  of  your  event  marke8ng  plan  

7 Ways Advocates Help You Boost Event ROI

1. Generate topics, speaker submissions and speakers

Ektron’s advocates generated a tidal wave of speaker submissions for their annual user conference

BEFORE THE EVENT

90% of track sessions

were customer generated

2. Promote the event and drum up more registrations Fill those seats!

BEFORE THE EVENT

3. Make it memorable DURING THE EVENT

4. Amplify engagement and social buzz

DURING THE EVENT

5. Capture videos, case studies and more on-site Within  the  few  days  of  the  conference,  Ektron  captured  tons  of  new  customer  videos,  creaCng  content  they  could  use  throughout  the  rest  of  the  year  

DURING THE EVENT

6. Orchestrate genuine interactions on-site

DURING THE EVENT

7. Continue the engagement after the event ends

AFTER THE EVENT

7 Ways Advocates Help You Boost Event ROI

1.  Generate topics, speaker submissions & speakers 2.  Promote the event in advance & help drum up more

registrations 3.  Make it memorable 4.  Amplify your engagement & social buzz 5.  Capture videos, case studies & more while onsite 6.  Orchestrate genuine interactions 7.  Continue the engagement after the event ends

How are your advocates helping you at your next event?

Whether it's an event like a conference, trade show, product launch or a key campaign, advocates can help you maximize the impact of all your strategic marketing efforts when effectively mobilized.

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