five strategies to increase event roi

Five Strategies To Increase Event ROI

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Panelists

Alex Rolfe Manager, Event Solu<on Sales Cvent

MODERATOR: Kim Zimmermann Managing Editor, Demand Gen Report

© 2014 Marketo, Inc. #MKTGNATION14

Five Strategies to Increase Event ROI Get more value from marke<ng events.

Alex Rolfe

Agenda

•  Why events?

•  How events accelerate sales

•  5 strategies to increase event ROI

•  Case study: Moody’s Analytics

Landscape

•  Almost two-thirds of CMOs believe ROI will be the primary measure of their effectiveness in the future.

- IBM Global CMO Study

•  CMOs will spend more on IT than counterpart CIOs by 2017. - Gartner

•  59% of chief marketers list “digital marketing makeover” (involving platforms, programs, and people) as the number one transformational project in 2014.

- MarketingProfs

Trainings Webinars

Seminars

Road Shows Field Marketing

Lunch & Learns

Con

fere

nces

Ince

ntiv

es H

olid

ay P

arty

Sales Kickoff

Exe

cutiv

e Fo

rum

s

Use

r Con

fere

nces

Inve

stor

Mee

tings

Sporting Events

Galas

Soc

ial E

vent

s

Board Meetings

Net

wor

king

Eve

nts

Fund

rais

ers

Auc

tions

Why host events?

83% 72% 72%

57% 46%

32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Generate leads Customer engagement

Build brand Product education and

training

Drive demand Customer upsell

Source: BtoB Magazine: State of Event Marketing, July 2011

Events are a highly effective marketing channel.

Sources: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs, 2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Events accelerate sales.

Awareness

All Names

Engaged

Prospect

Marketing Qualified Lead

Sales Qualified Lead

Opportunity

Customers

Sales

Marketing

Event Marketing

Attendee Reg-

istration

Event Leads

Follow up Cam-paigns

Engage with

Content

Events Sales Funnel

Events create touch points.

Registration

Social

Onsite Mobile

Attendance

Expo

Feedback Personal Agenda

Demographics

Registration Info

LinkedIn Connections

Meetings

Tweets

Crowd Sourcing

Check-in Portals

Kiosks

Tablets

Smart Phones

Event Guide

Personal Agenda

Messaging

Break-outs

Sessions Receptions

Expo Visits

Keynote Meals

Lead Scans

Product Requests

Qualification Survey

Product Visits

Sponsor

Conference Eval

Speaker Surveys Session Surveys

Touch points

Poll

What kinds of events do you host? (Select all that apply)

q  User conferences

q  Sales meetings

q  Regional conferences / road shows

q  Webinars / virtual events

q  Other

5 Strategies for Increasing Event

ROI

#1 – Engage. Engage. Engage.

•  Begin attendee journey immediately

•  Encourage desired behaviors

•  Make events relevant, personalized, compelling

Cvent SocialWall

Event apps engage attendees

Source: EventTrack 2014, Event Marketing Institute

•  Personalize the event experience

•  Tap into the voice of your attendees, get real-time feedback

•  Facilitate interaction with you, exhibitors, each other

#2 – Align internally.

•  Events touch many departments

•  Maximize quality leads, pipeline opportunities •  Capture key data at registration •  Understand content absorption •  Develop onsite lead generation

strategy •  Use event data

Event Planning

Marketing Sales

Business Objectives

Poll

Do you currently use an event management platform?

q  Yes q No q N/A

#3 – Harness the power of technology.

•  80% of event process is manual*

•  Event management platform software •  Centralizes functions, greatly

empowering event planners •  Cut costs 20-30%** •  Increases attendance up to 20%*

* Source: Frost and Sullivan 2013 ** Source: Aberdeen Group 2012

#4 – Get a bird’s eye view.

•  Increase visibility with sophisticated reporting

•  Develop KPIs to make better decisions

•  Minimize time to report to key stakeholders

Get to know your attendees.

#5 – Integrate.


•  Develop a 360 degree profile of attendees

•  Align marketing even more closely with sales

•  Incorporate rich event data into existing systems

•  Tie event investments to the revenue cycle

CRM Marketing Automation

Event Management

System Data Data

Poll

What technologies are you using to process and manage leads? (Choose one)

q  Marketing automation q  Marketing automation and CRM / database q  CRM / database only q  MS Excel q  Other q  None of the above

Overall, event ROI is improving…

Brands that saw a 5 to 1 return or higher doubled.


2013 55%

2014 63%

Brands that saw a 2 to 1 return or higher.

By providing leading-edge software, advisory services, and research, Moody’s Analytics advances best practices for measuring and managing risk.

Case Study

.

Maximize value of leads

•  Event team’s goal: find, win and retain business in new and established markets

•  But losing value on leads processed manually, with sluggish follow up

•  How to measure event value, long-term sales conversions of leads?

Solution: Integrate systems

“Understanding the value delivered from leads is one good strategy to get at ROI—and ROI is playing a big role in our go/no-go decisions for events.” Marianne Steckert Sr. Director of Americas Events & Outreach, Moody’s Analytics

Thank you!

Questions? Contact me.

Alex Rolfe [email protected]

Visit www.cvent.com or find Cvent on social media

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Q&A // Panelists

Alex Rolfe Manager, Event Solu<on Sales Cvent

MODERATOR: Kim Zimmermann Managing Editor, Demand Gen Report

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