#eventprofsB2B

Events: The Best B2B Channel In The World

Event Marketing Resources

Presenters

Jen HawkinsDirector of Marketing

@jenhawkn

Justin GonzalezMarComs Manager

@justinSF

DoubleDutch@doubledutch

#eventprofsB2B

We’ll Cover…

Marketers Spend a LOT on Events

Events Impact Every Aspect of Marketing

How to Measure Event Success

Events: The Best B2B Channel In The World

#eventprofsB2B

#eventprofsB2B

Event Marketing20%

Digital Advertising13%

Content Marketing12%

Website8%

Agency Fees7%

Customer Marketing6%

Traditional Advertising6%

PR5%

Other21%

EVENTS ARE THE LARGEST SPENDSource: Forrester Research, 2014

#eventprofsB2B

59% of marketers have no way to measure or track the ROI

of their events.

— HubSpot & Eventbrite State of Event Marketing, 2014

#eventprofsB2B

MARKETING TECHNOLOGY SPEND

#eventprofsB2B

EVERYTHING THE LIGHT TOUCHES…

Marketing SalesCustomer

ExperienceProduct / Services

HR / Recruiting

EVENTS

#eventprofsB2B

We’ll Cover…

Marketers Spend a LOT on Events

Events Impact Every Aspect of Marketing

How to Measure Event Success

Events: The Best B2B Channel In The World

#eventprofsB2B

EVENTS IMPACT ON MARKETING

Branding & Awareness

Content & Education

Influencer Marketing

Lead Generation

#eventprofsB2B

WHY BRAND MATTERS

Create a connected brand experience so that each dollar

spent halos across all channels.

— Forrester, 2014

#eventprofsB2B

CREATE A COHESIVE BRAND EXPERIENCE

• Event name

• Logos

• Collateral

• Hashtags

• Presentation Templates

• Food / Beverage

• Sounds / Music

• Signage

• Lighting

• Venue

#eventprofsB2B

HUBSPOT INBOUND

#eventprofsB2B

DREAMFORCE

#eventprofsB2B

EVENTS IMPACT ON MARKETING

Branding & Awareness

Content & Education

Influencer Marketing

Lead Generation

#eventprofsB2B

CONTENT IMPACTS THE BUYING CYCLE

Buyer’s go through about 57% of the purchasing process

before ever talking to sales.

— executiveboard.com

#eventprofsB2B

CONTENT IMPACTS PURCHASE DECISIONS

70% of buyers prefer getting to know a company via articles

rather than ads.

— ContentPlus

#eventprofsB2B

CONTENT IMPACTS SITE TRAFFIC

YoY growth in unique site traffic is 7.8x higher for content

marketing leaders compared to followers.

— Kapost

#eventprofsB2B

CONTENT IMPACTS YOUR BUSINESS

Inbound marketing delivers 54% more leads into the funnel

than traditional outbound marketing.

— Hubspot

#eventprofsB2B

CONTENT IMPACTS ON YOUR BUSINESS

YoY growth in marketing’s contribution to revenue is more

than 6x higher for those who innovate on content.

— Kapost

#eventprofsB2B

PINPOINT THE PERFECT CONTENT

Public Votes30%

Advisory Board40%

Staff30%

ex. SXSW Panel Picker

#eventprofsB2B

EVENTS IMPACT ON MARKETING

Branding & Awareness

Content & Education

Influencer Marketing

Lead Generation

#eventprofsB2B

THE POWER OF ADVOCACY

Brand advocates spend 2x as much and recommend or

share 2-4x your typical customer.

— IBM

#eventprofsB2B

THE POWER OF ADVOCACY

Brand advocates are 50% more likely to create content that

influences a purchase.

— University of Rhode Island

#eventprofsB2B

TURN CUSTOMERS INTO ADVOCATES

Brand Advocates

CustomersLeads /

Prospects

#eventprofsB2B

EVENTS IMPACT ON MARKETING

Branding & Awareness

Content & Education

Influencer Marketing

Lead Generation

#eventprofsB2B

LEAD NURTURING IMPACTS SUCCESS

Nurtured leads produce, on average, a 20% increase in

sales opportunities.

— DemandGen Report

#eventprofsB2B

AUTOMATION REDUCES EFFORT

Automation drives a 14.5% increase in sales productivity,

and a 12.2% reduction in marketing overhead.

— Nucleus Research

#eventprofsB2B

PERSONALIZATION DRIVES REVENUE

Relevant emails delivered through marketing automation

drive 18x more revenue than blasts.

— Jupiter Research

#eventprofsB2B

SCORE LEADS BASED ON ACTIVITY

#eventprofsB2B

THINK OUTSIDE OF YOUR WEBSITE

#eventprofsB2B

TELL A STORY WITH DATA

#eventprofsB2B

IDENTIFY BRAND ADVOCATES

#eventprofsB2B

MEASURE TOP CONTENT

#eventprofsB2B

Engagement DataPersonalized Experience

Event Success

THE ULTIMATE B2B MARKETING CHANNEL

#eventprofsB2B

EVERYTHING THE LIGHT TOUCHES…

Marketing SalesCustomer

ExperienceProduct / Services

HR / Recruiting

Generate Business

Close Business

Happy Customers

Innovation & Feedback

Talent Brand

#eventprofsB2B

Events: The Best B2B Channel In The World

Event Marketing Resources

Presenters

Jen HawkinsDirector of Marketing

@jenhawkn

Justin GonzalezMarComs Manager

@justinSF

DoubleDutch@doubledutch