#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
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