© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Take Your Event Marketing from Good to Great with Xactly and Certain

#LaunchPoint

Chris Newton, XactlyBetsy Zikakis, CertainTom Grubb, Marketo

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Your Speakers

Chris NewtonVP of MarketingXactly@Xactly Corp

Betsy ZikakisVP of Marketing Certain@certain

Tom GrubbVP of Product MarketingMarketo@marketo

Page 3© 2013 Marketo, Inc.

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Twitter hashtag:##LaunchPoint

Page 4© 2013 Marketo, Inc.

B2B Marketers: in-person are events most effective

• Marketers continue to consider in-person events to be the most effective tactic (at 67 percent).

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Events: A Massive Portion of Marketing Spend

Are You Maximizing this Spend?

Source: IPSOS OTX (Commissioned by Google), PCMA, Price Waterhouse Coopers (Economic Significance of Meetings to the US Economy, Feb 2011)

28% Events

#compcloud

LEADER IN SAAS INCENTIVE COMPENSATION MANAGEMENT 

FASTEST GROWING PROVIDER – OVER 500 CUSTOMERS

FOCUSED EXCLUSIVELY ON INCENTIVES AND COMPENSATION

MANAGING >$5 BILLION IN COMPENSATION ANUALLY

Meet Xactly

#compcloud

CompCloud 2012

Palace Hotel

San Francisco

May 14-16, 2012

#compcloud

Why Run a User Conference?

• Build engaged community• Educate users, prospects, &

partners

• Increased adoption and success • Easier references and testimonials• Real revenue

#compcloud

CompCloud 2011 by the Numbers

• 310 attendees• 98 trained • 30 certified • 15 customer videos• 16 sponsors• 32 breakout sessions • 6 general sessions• 16 one-on-one meetings• 41 opportunities touched• 3 press releases • 5 media articles

#compcloud

What’s in it for Customers and Prospects?

All About Incentive Comp…

Great LearningGreat Speakers Great Networking

#compcloud

What’s in it for Sponsors?

#compcloud

Hire an Event Management Firm?

• Reduces risk• Minimizes disruption on other

programs• May increase cost

• Optimize balance of responsibility

#compcloud

Registration Must-Haves

• Real-time status visibility

• Agility to update promotions

• Seamless branding

• Manage multiple attendee types

#compcloud

Integrated Events Management Solution

PromotionCampaigns

Registration, Agendas,& Mobile

CustomerData Master

#compcloud

First Year Lessons Learned

• Start early – planning, registration, sponsorships (and next year!)

• Maximize value for sponsors• Track attendance by session• Leave slack time for networking

– and be creative to drive engagement

#compcloud

1. Join the program

2. Complete

challenges

3. Earn rewards

#compcloud

#compcloud

How to Measure Success?

• Marketo, Certain, and SFDC

• Attendance by session• Training attach rate• Surveys• Actual return rate year-to-

year• Attendees/company

growth• FOX points (and rewards)

#compcloud

Attendee Survey Results

Area Score (out of 5)

General Sessions 4.3

Best Practices Track 4.2

All About Incent Track 4.1

All About Express Track 4.8

Hands-On Training Track 4.8

Training / Certification 4.1

I would recommend

4.4

I plan to return in 2012

4.3

#compcloud

What’s New for 2013?

• More personalized registration & offers

• Hired intern to make registration calls

• Realigned ownership of tasks• Revised (improved) agenda• More mobile onsite

Page 22© 2013 Marketo, Inc.

Xactly: 3 Big Key Takeaways

1. Focus on providing a great end-to-end experience2. Maximize community engagement3. Measure and improve

CONFIDENTIAL | 23

Enterprise Event ManagementPlatform for Maximizing EVENT SUCCESS

Engage ATTENDEES

MeasureSUCCESS

FacilitateCONNECTIONS

CONFIDENTIAL | 24

Trends Re-Defining Events

Technology Expectations

• Mobile• Social• Big Data

• Personalized• Engaging• Value-Driven

CONFIDENTIAL | 25

Engage Attendees

Pre-EventInput

1:1 Connections

Event Participation

Registration

Qualification

PersonalizedExperiencesOngoing

Communities

CONFIDENTIAL | 26

Create Personalized Experiences

• Communications

• Content

• Communities

• Social Networks

• Appointments

• Event Schedule

CONFIDENTIAL | 27

Adults Remember

20% - Hear

70% - Say

90% - Say & Do

- Edgar DaleCone of Learning

Design for Participation

CONFIDENTIAL | 28

Create Value through 1:1 Meetings

#1Driver of

Event Productivity

Buyers Suppliers

Users Experts

Investors Executives

Job Seekers Recruiters

CONFIDENTIAL | 29

Engage Attendees

Pre-EventInput

1:1 Connections

Event Participation

Registration

Qualification

PersonalizedExperiencesOngoing

Communities

CONFIDENTIAL | 30

Maximize Event Success

UNDERSTANDCapture Data & Measure Event Success• Rich Attendee Profiles• Accurate Event Costs• Event Intelligence

PLAN & MANAGEFlawlessly Execute & Control Costs• Collaboration, Planning,

Sourcing and Budgeting Tools• Event Lifecycle Management

ENGAGEInteract Across Multiple Touchpoints• Consistent Branding• Personalized, Easy Experience• Mobile, Social, eMail • One-to-One Appointments

CONFIDENTIAL | 31

Certain: 3 Big Key Takeaways

1. Create Personalized Experiences2. Design for Participation3. Facilitate 1:1 Meetings

Page 32© 2013 Marketo, Inc.

Q&ATake Your Event Marketing from

Good to Great

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Thank you!