How to Understand, Attract, and Engage Buyers at Events

@Snap_App@Certain

#EventMarketingWebinar

How To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)

Webinar

@Snap_App@Certain


WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)

Lena Prickett, Content Marketing [email protected]

Moderator

• Share your questions in the GoToWebinar window, or ask them using the Twitter hashtag:

#EventMarketingWebinar• If we don’t get to your question, we’ll respond directly

We are recording this session, so it will be available by email and under “Webinars” on our website

Housekeeping

@Snap_App@Certain


@Snap_App@Certain


WebinarHow To Understand, Attract, & Engage Buyers at Events(So you can drive more revenue!)

@Snap_App@Certain


VP, Alliances and Channels, [email protected]

Christine Hansen

Senior Marketing [email protected]

Vanessa Porter

@Snap_App@Certain

snapapp.com/blogCertain.com/blog

Welcome

www.snapapp.com

617.923.0000 [email protected]

8 TIPS FOR: PRE-EVENT MARKETING

DURING-EVENT ENGAGEMENT

POST-EVENT SUCCESS

Agenda

@Snap_App@Certain


THE CHASM BETWEEN MARKETING AND EVENTS.CERTAIN BRIDGES THE DIGITAL WORLD OF MARKETING AND THE OFFLINE

DATA FROM EVENTS.

EventsMarketing

Data

Data

Data

@Snap_App@Certain


COMPELLING CONTENT AT EVENTS

Noise

Providing value

Better data

@Snap_App@Certain


INTERACTIVE CONTENT JUST WORKS BETTER

• Better calls to action that deliver higher click-throughs and conversions

•

2 – 3x increase in lead conversion rates in comparison to lead gated static content

• Better data for lead scoring and faster MQL creation drives opportunity pipeline

© Copyright Certain Inc. 2015

@Snap_App@Certain


INCREASE ROI

EventData

InteractiveContent

EVENTS ARE THE #1 MOST EFFECTIVE TACTIC FOR B2B MARKETERS.

@Snap_App@Certain


HOW WILL YOU CONVERT LEADS FROM EVENTS?

• Events have a huge opportunity to contribute to revenue.

• But marketers are failing to leverage data from events to move customers through the buying cycle.o Not engagingo Not personalizedo Not interactive

• Data-driven marketers need to ask themselves how will they convert their leads from events.

• That question should be asked before the event even starts

@Snap_App@Certain



TIPS

How do you convert leads?

8 TIPS

@Snap_App@Certain


© Copyright Certain Inc. 2015

@Snap_App@Certain


PRE-EVENT ENGAGEMENT


UNDERSTAND YOUR EVENT ATTENDEES

TIP #1

@Snap_App@Certain


@Snap_App@Certain


• Pre-fill what is known• Gather what is needed

• Supplement prospect knowledge (opt-in)

Segment 1

Segment 2

Segment 3

Segment 4

Segment 5

@Snap_App@Certain


WHERE HAS IT BEEN DONE?

Profile Attendees & Build Buzz!

• PayScale wanted to drive booth traffic and profile attendees

• > 1,200 engagements, 75% lead form conversion rate, increased booth traffic


USE INTERACTIVE AND PERSONALIZED CONTENT TO ENGAGE

ATTENDEES BEFORE THE EVENT

TIP #2

@Snap_App@Certain


@Snap_App@Certain


Personalized Recommendations & Agendas

• Give each attendee an experience designed just for them

• Help attendees plan for success

@Snap_App@Certain


WHERE HAS IT BEEN DONE?

Session Picker

• Oracle used a session picker to help attendees

• Used information to provide personalized recommendations

@Snap_App@Certain


ON-SITE INTERACTIONS


TRACK ACTIVITIES AND INTERESTS AT THE EVENT

TIP #3

@Snap_App@Certain


@Snap_App@Certain


• Badge scanning• Session polling• Social engagement• Appointments

EVENTS PROVIDE GREAT INSIGHT INTO BEHAVIOR, INTERESTS AND ENRICHED PROFILES

@Snap_App@Certain


GO BEYOND CHEAP GIVEAWAYS• Engage with something that’s meaningful to

you and the attendee• Use interactive content to let attendees:

o Competeo Assesso Calculateo Test Their Knowledge


USE REAL-TIME ENGAGEMENT TO DRIVE THE NEXT LOGICAL STEP

TIP #4

@Snap_App@Certain


@Snap_App@Certain


PROVIDE MEANINGFUL FOLLOW-UP

• Start the conversation before they leave.

• Drive resources or follow-up CTAs based on their engagement behavior

DRIVE CROSS SELL AND UPSELL DURING EVENTSWITH REAL-TIME PERSONALIZED CONTENT

@Snap_App@Certain



USE INTERACTIVE CONTENT AT THE EVENT TO DRIVE MORE LEADS

TIP #5

@Snap_App@Certain


HARNESS THE POWER OF DIALOGUES

• Stand out in the sea of sponsors• Think outside the box and build connections!• Events are great for conversations. How can

you create one?


CONTINUE TO COLLECT DATA AND INCREASE YOUR UNDERSTANDING OF

EACH ATTENDEE

TIP #6

@Snap_App@Certain


@Snap_App@Certain


• Never stop watching/listening for those insightful moments

• Use what you collect to improve lead scoring• Feed everything into marketing automation!

@Snap_App@Certain


POST-EVENT FOLLOW-UP


USE WHAT YOU LEARN TO NURTURE POST-EVENT

TIP #7

@Snap_App@Certain


PERSONALIZED FOLLOW UP

What is your Day One, Week One, 30 Day and Six month plan to drive conversion?• Define what you can measure and segment your lead

capture • Identify early stage and late stage leads to determine

where to engage in the buying cycle • Create nurture tracks based on interests and behaviors• Ensure sales has insight into all the attendee data from the

event to tailor their follow-up and the content provided

@Snap_App@Certain


@Snap_App@Certain


CARRY THE EXCITEMENT OVER

• Use events as a platform for your next big marketing promotiono Atmel’s AVR

contesto HCSS Bracket

Challenge


PROVE ROI BY TYING EVERYTHING BACK TO YOUR MARKETING

AUTOMATION AND ANALYTICS SYSTEMS!

TIP #8

@Snap_App@Certain


@Snap_App@Certain


TURNING DIALOGUES INTO ROI

• Ask the questions that really matter• Record everything• Leverage your marketing automation system

lead scoring

nurturing

sales enablement

@Snap_App@Certain


THE END RESULT?

Credible ROI comes from the Marketing Automation and/or analytics system

• Tagged event activity data fed to marketing automation

• Pipeline added/accelerated tracked

• Revenue tracked

• Credible ROI documented

Increased Conversion and Increased ROI


WHAT WE’VE LEARNED

How do you convert leads?

8 TIPS

@Snap_App@Certain


@Snap_App@Certain



Christine Hansen


Vanessa Porter

@Snap_App@Certain


Questions?

www.snapapp.com

@Snap_App@Certain



Christine Hansen


Vanessa Porter

@Snap_App@Certain


Thank You!

www.snapapp.com


RESOURCES

@Snap_App@Certain


bit.ly/SA-Events

Use Case: Interactive Content and Events

7 Seriously Simple Steps to Convert More Leads

innovate.certain.com/convert-event-leads

How to Understand, Attract, and Engage Buyers at Events

Business

Transcript of How to Understand, Attract, and Engage Buyers at Events