Turning Events & Webinars Into Sales Opportunities & Revenue

Thu June 15, 2017

Hi! I’m Zak.

Agenda

•Challenges•Teachstone’s story •Best practices for max’ing opps – Events– Webinars•Q&A

Today’s Speakers

Zak PinesVP, Marketing

Meghan CornwellMarketing Specialist

A “too often story” for events & webinars

•Spend a lot of time & money •After the event or webinar, you feel great!•Follow up… too much time lapses•And what about the sales results ????

Challenges around events & webinars

•Keeping the momentum•Tailoring follow up (including the right next step)•Measuring the effectiveness

Backround•Founded in 2008 to scale CLASS®, a classroom observation tool that looks at the relationship between teachers and children

•Primary audience: decision makers in school systems

Events

•12-25 paid regional events per year• Each event has 5-10 sessions

•Market via website, social media, conferences, email, flyers, calling

•Use Cvent to manage the events & HubSpot to manage marketing automation

Challenges for Teachstone

Hard to target based on past event participant.

Too much time spent downloading and uploading lists between systems.

No timely post-event follow-up to attendees

Difficult to conduct reporting on the effectiveness of marketing’s efforts

What Teachstone Did: Connect Events & Marketing Automation

• Bedrock Data pre-built Cvent & HubSpot connector• Cvent registrants: pushed into HubSpot• HubSpot gets record of events (register, attend, sessions)• HubSpot smart lists & reporting much more powerful• No more spreadsheet uploads!

Events, Marketing Automation & CRM Integrations

Events, Marketing Automation & CRM Integrations

Targeted Event Campaigns

The Results for Teachstone

• Turned a pain point into a huge positive • Major time savings! • Event promotion is more targeted: an additional 29

customers from one event! • Now track Events → Customers• Our team is freed up so we can do more with our event

marketing

Tips: Connecting Events to Marketing Automation & Sales

#1 - Follow up during the event - make the connection

#2 - Tier & tag interest at the event

#3 - Segment follow-up

#4 - Enrich marketing database based on topics

#5 - Leverage marketing automation for event ops

Tips: Connecting Webinars to Marketing Automation & Sales

#1- Immediately deliver leads to MA and/or CRM

#2 - Ask for follow-up preference during the webinar

#3 - Segment webinar promotion - do more, targeted

#4 - Enrich marketing database based on topics

#5 - Leverage marketing automation for webinar ops

Bedrock Data’s Connectors for Events, Webinars, Marketing Automation & CRM

•Get started on an event/webinar integration•Discuss an event/webinar integration•Schedule a follow-up demo•Share this with others on my team•No next steps at this time

My preferred next steps...

•Customer Stories•Expert Guides•How To Videos •Infographics •Power User Series

www.BedrockData.com/Resources

Q&A

Zak PinesVP, Marketing

Meghan CornwellMarketing Specialist

THANK YOU!

Feel free to email me: zak@bedrockdata.com