Jim McDonough, VP Sales & Customer Success, AttendCourtney Pierce, VP Marketing, Attend

How to Rock a Party from a Sales Perspective

Drive Sales & Boost Customer Success

Has this ever happened to you?

Crazy InvitationsInvite #1 – Company A Invite #2 – Company B

W.T.Heck?

Long line for a vendor eventDon’t they know who I

am?

I just emailed my sales rep..hopefully he’ll get us in ahead

of this line

People in the same t-shirts together

T-shirt

T-shirt

T-shirt under a blazer?

T-shirt

No idea who’s in the room?

This party is great. Finally I can light up indoors!

How did I get stuck in this

conversation?I’m a customer

and no one cares

No Process for Recording Conversations

Lost Customer Advocacy Opportunity

CUSTOMER

Prospect

Prospect

CEO’s daughter Competitor

BloggerIntern

Uber take me away!!

At the event The very next day..

Jim, so great to see you!

What happened?

Late & Meaningless Follow Up

Is this thing on? It’s clear you have NO

IDEA who I am or

WHAT WE TALKED ABOUT.

Boom! 2 weeks later:Generic email in yer

inbox

Reality today: Businesses are spending

23% or more of their budgets on

in-person events

1.5 Trillion

567 Billion total US Spend

300 Billion

200 Billion

100 Billion

Events Digital Advertising

MAP Web Analytics

Email Marketing

Social Media

US Spend

Global Spend

@ Events

What we know1. Event are “the world’s fastest-growing form

of marketing”2. Majority agree their event goals include

both sales and marketing 3. Event budgets are increasing, AND non-

marketing budgets are increasingly moving to events

B2B Event FunnelTradeshow/ConferenceCommunity BuildingCelebratory/Launch

Workshops/Educational

Business Development

Relationship Building

Type of Events

Revenue Focused Event Funnel

Workshops/Educational

Business Development

Relationship Building

Type of Events

Stop RENTING Events• Less control whether attendees are

actual prospects • Exposing prospects to competitors • Lose the opportunity to collect

valuable information about attending prospects

• Left with distracted attendee attention by every other company in the room

OWN Your Events• Target invitations to specifically qualified

prospects • Prevent competitors from attending • Focus energy on collecting important

information about attending prospects

• Capture the full attention of attendees

Align Sales & Marketing at Events1.Create a taskforce 2.Quality over quantity3.Start with your audience and your

goals4.Empower your sales and customer

success team

Stop sending out RSVP spreadsheets

23

Get your CEO off your back1. Put relevant event

data in the hands of your reps

2. Make your sales team part of the check-in process

Capture meaningful notes• Gamification

to incent more conversations

• Revenue acceleration app

Time to connect post-event is critical

• The first in line is so divine

• Personalization is not just a buzz word – it’s a business driver

What to look for in a revenue focused event platform

1. Effortless registration & check-in 2. VIP alerts 3. Revenue acceleration app that

syncs with salesforce 4. Ability to measure event ROI in a

meaningful way

How to run the best revenue focused events

1. Targeted invite strategy2. Use technology to keep your team

informed 3. Leverage customer advocates 4. Create a process that is recorded in

your CRM5. Follow up in a timely fashion with

context

Resources

ROI Calculator B2B Events Handbook #Eventhacker Guide

Thank you!