Speakers:

Tips to Enhance Events by leveraging Salesforce and Marketing Automation Customer Hero Theater

Gaurav Kotak, Sr. Director, Product Marketing, Marketo

Michele Aymold, Marketing Specialist, BigMachines

Event Marketing: An Important Channel to Acquire Customers

Source: Google research

1. Define your specific audience and objectives for the Event

2. Provide a simple compelling sign-up

3. Run Hybrid events

4. Analyze true effectiveness of events

5. Nurture event attendees and no-shows

6. Sales insights into who attends the event

7. Don’t Market Events in a Silo

Seven Tips to Enhance Event Effectiveness

BigMachines Events and Campaigns for Dreamforce

Event / Campaign Purpose Target AudienceExecutive Dinner Close Business Late-stage,

executives/decision makers

Stop by Booth Provide Testimonial Customers, Late-stageMain Presentation Generate Demand Practitioners, Early to

mid stage‘Secondary’ Presentation

Generate Demand Practitioners, Early stage

Co-Sponsored Party Lead Generation BroadNon-Attendees Demonstrate Expertise Practitioners, early

stage

Define Target Audience Based on Buyer Stage

Early Stage Content Mid Stage Content Late Stage Content

2. BUYING PROFILES

• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Simple Compelling Sign-ups Powered by Marketo

One-click to registration

Progressive Profiling

Timely Reminders

Typical Registrations

30 days 20 days 10 days Day of Event

Relevant Title

Understand True Effectiveness of Events

Sales Insights into Who Attends the Event

Don’t Market Events in a Silo

Speakers:

Tips to Enhance Events by leveraging Salesforce and Marketing Automation Customer Hero Theater

Gaurav Kotak, Sr. Director, Product Marketing, Marketo

Michele Aymold, Marketing Specialist, BigMachines