How to Understand, Attract, and Engage Buyers at Events

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#EventMarketingWebinar

How To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)

Webinar

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WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)

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Lena Prickett, Content Marketing Specialistlprickett@snapapp.com

Moderator

• Share your questions in the GoToWebinar window, or ask them using the Twitter hashtag:

#EventMarketingWebinar• If we don’t get to your question, we’ll respond directly

We are recording this session, so it will be available by email and under “Webinars” on our website

Housekeeping

@Snap_App@Certain

VP, Alliances and Channels, Certainchansen@certain.com

Christine Hansen

Senior Marketing Managervporter@snapapp.com

Vanessa Porter

@Snap_App@Certain

snapapp.com/blogCertain.com/blog

Welcome

www.snapapp.com

617.923.0000 www.snapapp.cominfo@snapapp.com

8 TIPS FOR: PRE-EVENT MARKETING

DURING-EVENT ENGAGEMENT

POST-EVENT SUCCESS

Agenda

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THE CHASM BETWEEN MARKETING AND EVENTS.CERTAIN BRIDGES THE DIGITAL WORLD OF MARKETING AND THE OFFLINE

DATA FROM EVENTS.

EventsMarketing

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COMPELLING CONTENT AT EVENTS

Providing value

Better data

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INTERACTIVE CONTENT JUST WORKS BETTER

• Better calls to action that deliver higher click-throughs and conversions

2 – 3x increase in lead conversion rates in comparison to lead gated static content

• Better data for lead scoring and faster MQL creation drives opportunity pipeline

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INCREASE ROI

EventData

InteractiveContent

EVENTS ARE THE #1 MOST EFFECTIVE TACTIC FOR B2B MARKETERS.

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HOW WILL YOU CONVERT LEADS FROM EVENTS?

• Events have a huge opportunity to contribute to revenue.

• But marketers are failing to leverage data from events to move customers through the buying cycle.o Not engagingo Not personalizedo Not interactive

• Data-driven marketers need to ask themselves how will they convert their leads from events.

• That question should be asked before the event even starts

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How do you convert leads?

8 TIPS

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PRE-EVENT ENGAGEMENT

UNDERSTAND YOUR EVENT ATTENDEES

TIP #1

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• Pre-fill what is known• Gather what is needed

• Supplement prospect knowledge (opt-in)

Segment 1

Segment 2

Segment 3

Segment 4

Segment 5

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WHERE HAS IT BEEN DONE?

Profile Attendees & Build Buzz!

• PayScale wanted to drive booth traffic and profile attendees

• > 1,200 engagements, 75% lead form conversion rate, increased booth traffic

USE INTERACTIVE AND PERSONALIZED CONTENT TO ENGAGE

ATTENDEES BEFORE THE EVENT

TIP #2

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Personalized Recommendations & Agendas

• Give each attendee an experience designed just for them

• Help attendees plan for success

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WHERE HAS IT BEEN DONE?

Session Picker

• Oracle used a session picker to help attendees

• Used information to provide personalized recommendations

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ON-SITE INTERACTIONS

TRACK ACTIVITIES AND INTERESTS AT THE EVENT

TIP #3

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• Badge scanning• Session polling• Social engagement• Appointments

EVENTS PROVIDE GREAT INSIGHT INTO BEHAVIOR, INTERESTS AND ENRICHED PROFILES

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GO BEYOND CHEAP GIVEAWAYS• Engage with something that’s meaningful to

you and the attendee• Use interactive content to let attendees:

o Competeo Assesso Calculateo Test Their Knowledge

USE REAL-TIME ENGAGEMENT TO DRIVE THE NEXT LOGICAL STEP

TIP #4

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PROVIDE MEANINGFUL FOLLOW-UP

• Start the conversation before they leave.

• Drive resources or follow-up CTAs based on their engagement behavior

DRIVE CROSS SELL AND UPSELL DURING EVENTSWITH REAL-TIME PERSONALIZED CONTENT

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USE INTERACTIVE CONTENT AT THE EVENT TO DRIVE MORE LEADS

TIP #5

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HARNESS THE POWER OF DIALOGUES

• Stand out in the sea of sponsors• Think outside the box and build connections!• Events are great for conversations. How can

you create one?

CONTINUE TO COLLECT DATA AND INCREASE YOUR UNDERSTANDING OF

EACH ATTENDEE

TIP #6

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• Never stop watching/listening for those insightful moments

• Use what you collect to improve lead scoring• Feed everything into marketing automation!

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POST-EVENT FOLLOW-UP

USE WHAT YOU LEARN TO NURTURE POST-EVENT

TIP #7

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PERSONALIZED FOLLOW UP

What is your Day One, Week One, 30 Day and Six month plan to drive conversion?• Define what you can measure and segment your lead

capture • Identify early stage and late stage leads to determine

where to engage in the buying cycle • Create nurture tracks based on interests and behaviors• Ensure sales has insight into all the attendee data from the

event to tailor their follow-up and the content provided

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CARRY THE EXCITEMENT OVER

• Use events as a platform for your next big marketing promotiono Atmel’s AVR

contesto HCSS Bracket

Challenge

PROVE ROI BY TYING EVERYTHING BACK TO YOUR MARKETING

AUTOMATION AND ANALYTICS SYSTEMS!

TIP #8

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TURNING DIALOGUES INTO ROI

• Ask the questions that really matter• Record everything• Leverage your marketing automation system

lead scoring

nurturing

sales enablement

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THE END RESULT?

Credible ROI comes from the Marketing Automation and/or analytics system

• Tagged event activity data fed to marketing automation

• Pipeline added/accelerated tracked

• Revenue tracked

• Credible ROI documented

Increased Conversion and Increased ROI

WHAT WE’VE LEARNED

How do you convert leads?

8 TIPS

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Christine Hansen

Vanessa Porter

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Questions?

www.snapapp.com

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Christine Hansen

Vanessa Porter

@Snap_App@Certain

Thank You!

www.snapapp.com

RESOURCES

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bit.ly/SA-Events

Use Case: Interactive Content and Events

7 Seriously Simple Steps to Convert More Leads

innovate.certain.com/convert-event-leads

How to Understand, Attract, and Engage Buyers at Events

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