May 2013 Umberto Milletti, CEO @umberto Accelerating Revenue with CRM Intelligence™
Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Events
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Transcript of Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Events
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Revenue Event MarketingAccelerating pipeline and driving revenue through events
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Agenda
1. How we got here2. Why events still matter3. The Revenue Event Marketing movement4. Join the conversation: #EventHacker
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Evolution of Sales: Hunting vs. Hunted
Inside sales growing 3X faster than outside
33% trust brands, 92% trust recommendations
>70% of the way through the sales process
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Evolution of Marketing: Art vs. Science
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88% of B2B Marketers measure and optimize
Data-driven insights increase performance 10-30%
Personalized experiences increase sales 19%
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Adapting Events To A Data-Driven World
Find your targets Engage your targetsLOTS OF MORE EFFICIENT WAYS TO FIND LEADS…
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What’s more personal than in-person?
#EventHacker via @AttendInc
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Why Face-To-Face Matters
>50% of the average company’s current customers encountered them at an event during their buying journey.– Event Engagement: Accelerating the Customer Lifecycle, Demand Metric
“The psychology of face-to-face interactions are real
drivers of conversion. Telling stories actually activates the parts of the brain where we
make buying decisions.”– Gerard Zaltman, “How Customers Think:
Essential Insights into the Mind of the Market”
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Events = Real Investment• US Marketers spent over $100B on events in
2015—the highest spend category in marketing*• 64% of marketers spend over 20% of their
budget on events
Source: Demand Metric
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The Shift From Big To Small
Smaller, more intimate events are more targeted and personalized
Source: CMO Council
40% shifting from large sponsored events to more targeted gatherings
44% are choosing to host their own customer-centric events
“Micro events” at conferences to leverage the captive audience
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Top 5 Tactics Used by Account-Based Marketers
“As with so many aspects of ABM, sales and marketing must work together to draw up the list of event invitees. The invitation itself then comes from whoever is best-placed to make that approach. When a relationship is already there, it will be sales. When not, marketing.”- Engagio, “The Clear & Complete Guide to Account Based Marketing”
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So, what does this all mean?
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The Definition
rev·e·nue e·vent mar·ket·ing \ˈre-və-ˌnü i-ˈvent ˈmär-kə-tiŋ\ noun A new approach to events that empowers businesses to accelerate pipeline and drive more revenue through their events.
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The Three Pillars of REMIn Revenue Event Marketing, the emphasis is on focusing your event investment to:
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Get the right people in the room
Pillar 1
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Makeup Of A Revenue Generating Event
1 Pipeline Creation
2 Pipeline Acceleration
3 Customer Development
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Marketing & Sales Alignment
SILOEDFUNCTIO
NS
REVENUETEAM
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#EventHacker Boston Profile
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LEADS 67 PEOPLE 53 COMPANIES
ENGAGED LEADS 24 PEOPLE 20 COMPANIES
OPPORTUNITIES 17 PEOPLE 11 COMPANIES
CUSTOMERS 24 PEOPLE 13 COMPANIES
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The Revenue In The Room
$699,600 ARR
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Pillar 2
Maximize In-PersonInteractions
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What We Remember, What We Forget
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A Missed Opportunity
Not capturing conversations at eventstakes follow-up backto square one
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Every team member should have a personal plan of action for the event
CUSTOMER
OPP
PROSPECT CEO
LEAD
CPO
Engagement Mapping Plan
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A Role For AdvocacyWhen events leverage customer advocacy and references, they combine the three most influential B2B marketing activities into one powerful touch-point
"Buyers want to see how their peers are solving the same challenges they face. That’s where your advocates come in. Advocates provide much needed credibility and social proof to strategic marketing initiatives in a way that conference booths, flyers and ads cannot, no matter how large the budget."
- Mark Organ Founder and CEO of Influitive
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Capture The Conversation
Matt knows Fred Williams.He wants to see a demo of the new mobile app.
Out till Tuesday – Needs solution for first customer event in 3 mos.
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Drive Follow-Up And Track Revenue
Pillar 3
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Timely, Contextual Follow-Up
Lead follow-up within 1 hour converts
7X better than after 1 hour
>60X better than after 24 hoursSource: Harvard Business Review Study, 2011
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An Effective Follow-up Strategy
General follow-up• Marketing outreach to provide
highlights and recap the event
• Make the people who couldn’t attend aware of what they missed
Personalized follow-up• Sales follows up to continue the
conversation that started at the event
• Real-time sync with Salesforce allows timely and contextual follow-up
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Demystifying Event ROI
Source: Demand Metric, Event Engagement Benchmark Study, October 2015
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Event Attribution
Realize your event KPIs:1. Revenue potential2. Influenced
opportunities3. Sourced opportunities4. ROI
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Let’s Talk AgainWe’d love to talk more about how Revenue Event Marketing can find a home at your organization. We’re always here to help and you can reach us in any way below that suits your style.
PHONE: 866 750 2673 EMAIL: [email protected] TWITTER: @AttendInc FACE-TO-FACE: 10 Post Office Square
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Thank You
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