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How to Build a High-Converting Event Experience with Event Automation
Kristen Alexander VP of Marketing
Certain
Beki Scarbrough MarTech, Automation & Demand Gen Expert
75
Booths
MILLIONS OF POSSIBILITIES Results based on CA World 2015, an
annual event hosted by CA Technologies
Deliver Results with Event Automation
The Results
5,000
Attendees 200
Sessions
Events Are Not Just the Face of Your Brand
Events play a critical role in the buying journey and customer experience
Marketers are spending 30%+ of their budget on events
Unaware Problem Aware Solution Aware Product Aware Most Aware
DISCOVERY CONSIDERATION DECISION
BUYER’S JOURNEY
Events Maximize Conversion Opportunities
When people think about events, they
simplify, consider, and plan for the event
itself — the booth, the room, on-site
factors. But great content, leveraged
before, during and after the event can
exponentially increase the reach,
influence and conversion opportunity
at every event you produce.
Matt Heinz, Heinz Marketing ”
“
Target the Right Person, Right Message
‣ Define the specific audiences
you want to attract to the event
‣ Develop tailored messaging for each audience for email nurturing all all pre-event campaign assets
‣ Connect event messaging with your ABM strategy
Pre-Event
Personalize Your Registration Campaign
Pre-Event
‣ Personalized Home Page, Landing Page, Microsites, Social Posts
‣ Capture persona intelligence through comprehensive registration forms
Registration
Booth Session Area
Networking Party
Event Automation Maps Digital Body Language to the Live Event Experience
The Event
Smart Bar Theater Sessions
Demos
Executive Sessions
Breakouts
‣ Personalize check-in using data from registration and nurturing responses
‣ Provide custom agenda recommendations via mobile based on buyer persona
‣ Airdrop high-performance content right to the attendee’s mobile or send a push “welcome” message that suggests relevant sessions
Tailor Your Registration Experience
Event Arrival
Your next session is at
11:00 am – Team Breakout Session
12:00 pm – Executive Lunch
HELLO, Jane!
1:30 pm – Team Building Session
Booth
Host Booth Events that Inform Buying Journey
‣ Designate high touch experiences in the booth and on the show floor
‣ Scan first, qualify & send buyers to:
‣ Custom Product Demo
‣ Sales Conversation
‣ Theater Content Session
Surface Buying Signals to Build Progressive Profiles
During Event
Over 300+ Buying Signals
‣ Demos
‣ Specific product tracks
‣ Theater sessions
‣ Number and types of sessions
attended
‣ Hosted guest activities
Trigger Buyer Next Steps
‣ A Demo: Sent personalized email with information on the demo, and other solution areas they should see next
‣ Attended Training: Personalized email about new features, an on-demand sessions to share with their team
‣ Executive Briefing: A lead alert to sales
Deliver Event ROI
The Results
Marketing Team of the
Year
+42% 200k
Impressions Attendees
“We were lucky because for the first time, with this integrated solution, we had credible ROI.” — Beki Scarbrough
Many marketers rely on events to build relationships, increase awareness
and generate demand…. By incorporating all of the available buying
signals, you should be able to determine which segments are most likely
to buy, which should be nurtured, and which should be targeted for live
meetings at the event.
Brian Kardon, CMO of Fuze, formerly CMO of Lattice ”
“
Build Relationships and Generate Demand
Define Your Event Goals to Drive Pipeline
When you define your event goals, you can precisely predict how much pipeline will be in that room: ‣ How much from prospects ‣ How much from enterprise customers ‣ How much you expect to close, and by when
‣ Know how much pipeline is in the room
‣ Ensure attendees see relevant content
‣ Keep sales informed with real-time information
LEARN ‣ Look at every
account, not individual attendees
‣ Mark every lead scan with relevant content tags
‣ Set up triggers so information is sent immediately after a scan
MEASURE ‣ Personalize the
experience
‣ Send customized emails every morning based on activity
‣ Use sales insights and lead alerts to notify sales of key activities
DELIVER
The Results
Identify & Capture All Event Buying Signals to…