boost event roi with the help of your advocates
DESCRIPTION
Slides from a webinar on Wednesday, November 12, 2014. Featuring: Jody Mooney, Director of Product Marketing, Influitive Scott Ingram, Account Executive, Certain This webinar discusses a chapter from Scott's new book "Making Rain with Events".TRANSCRIPT
Thanks for joining us! We’ll start promptly at 1:03 p.m. ET
Housekeeping
• Q&A panel on your right • Recording for colleagues who couldn’t make it • All a;endees will receive slides • Twi;er:
• #advocatemktg • @certain @scoAngram • @influiCve @jomoon
What you’ll learn
• New book: Making Rain With Events • Event marketing challenges • Role of advocacy at events • How to leverage advocates before, during and after • Keeping advocates engaged
• Certain provides enterprise event management solutions to plan flawless events and create engaging experiences.
• Marketers need an event management platform designed for them, with all capabilities built into a single platform and integrated with their marketing automation systems.
• A platform designed to help them practice their craft – segment audiences, target messages, drive behavior, and track results – and incorporate events into the buyer’s journey.
Certain The event platform for the marketer
• Powerful advocate marketing software that helps B2B marketers discover, mobilize, and recognize their biggest fans – customers, partners, employees
• Drive referrals, references, reviews, word of mouth recommendations, engagement, and more
• Founded in 2010
• HQ in Toronto, Boston, Palo Alto
• Private, VC backed, >$11M raised
Influitive Advocate marketing experts
Marketing impact of events
The event marketing gap
The integrated marketing opportunity
Attendee Profile Event Technology Engaging Event Experience
Drive Revenue Cycle
Marketing Software
Profile, Behaviors, & Interests
Events consume 20% of “modern marketing” budgets
• More than - content, branding, marketing automation, social media, PR and analyst relations combined!
• Yet only half of CMOs admit that they struggle to make a business case for investment in events*
• Typical pre-event marketing drives registration, but not passion and buzz
• It’s hard to drive traffic to the sessions and exhibits that matter – especially for booths & sessions on the ‘edges’ of the main event
• Marketing pitches and demos that inform but don’t convince • Not enough content/not authentic enough content • Flash in the pan marketing – it’s all over in 2-3 days
Why events don’t live up to their billing
The solution: your advocates!
What is an advocate?
They may not do this…
But they will do all of this and more…
Referrals
Product reviews
Blog comments
References Re-tweets, Likes, shares
Discover
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst interviews
Consider, Retain, Inspire
Purchase
Why advocacy and events?
• Customers, partners, prospects, media and analysts all in one place
• On a mission to learn and network, share experCse with peers • A;endees don’t care about sponsors • They want to hear what other a;endees are interested in, experiencing success with
• Needs to be a strategic priority integrated with the rest of your event marke8ng plan
7 Ways Advocates Help You Boost Event ROI
1. Generate topics, speaker submissions and speakers
Ektron’s advocates generated a tidal wave of speaker submissions for their annual user conference
BEFORE THE EVENT
90% of track sessions
were customer generated
2. Promote the event and drum up more registrations Fill those seats!
BEFORE THE EVENT
3. Make it memorable DURING THE EVENT
4. Amplify engagement and social buzz
DURING THE EVENT
5. Capture videos, case studies and more on-site Within the few days of the conference, Ektron captured tons of new customer videos, creaCng content they could use throughout the rest of the year
DURING THE EVENT
6. Orchestrate genuine interactions on-site
DURING THE EVENT
7. Continue the engagement after the event ends
AFTER THE EVENT
7 Ways Advocates Help You Boost Event ROI
1. Generate topics, speaker submissions & speakers 2. Promote the event in advance & help drum up more
registrations 3. Make it memorable 4. Amplify your engagement & social buzz 5. Capture videos, case studies & more while onsite 6. Orchestrate genuine interactions 7. Continue the engagement after the event ends
How are your advocates helping you at your next event?
Whether it's an event like a conference, trade show, product launch or a key campaign, advocates can help you maximize the impact of all your strategic marketing efforts when effectively mobilized.
Check your email!