how to build a demand gen machine with online events slideshare
DESCRIPTION
Every marketer responsible for lead generation and nurturing knows the power of online events. However, most still find it challenging to build a demand generation machine that turns out audience and fuels their sales department with quality leads. Join David Pitta with BrightTALK’s Online Events Academy as he lays out the steps needed to build your own event machine this quarter.TRANSCRIPT
How to Build a Demand Generation Machine with Online Events
2
@davepitta
HOST
David PittaEvangelist
PRODUCER
Kathryn KilnerMarketing Coordinator@kkilner
Online Events Academy#OEAevent
PROGRAM
BrightTALK™ ONLINE EVENTS ACADEMY@brighttalk
3
Agenda
Technology Stack Content Management Event Process Lead Management Business Intelligence
IntelligenceIdentify
Objective
ContentStrategy
LeadManagement
BusinessIntelligence
Event Process
TechnologyStack
B2B Demand Generation Event Machine
1
2
34
5
6
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring
5
Technology Stack
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring
Social Monitoring Tips
6
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring 1. Use team management capabilities2. Integrate with accounts across social networks3. Monitor brand mentions and track activities by
team member
Resource Center Tips
7
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring 1. Organize content based on relevancy2. Customize landing pages3. Optimize with website analytics
Event Platform Tips
8
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring 1. Embed your events on your website2. Offer content on demand immediately
following the event3. Ask for registration – once
Email Platform Tips
9
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring 1. Segment your list to provide the most relevant content to a targeted audience
2. Use dynamic content fields to personalize emails
3. Measure the effectiveness of email design
Marketing Automation/CRM Tips
10
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring 1. Connect through API’s rather than custom integration
2. Keep database organized and deduped3. Map data collected to individual
prospects/customers
11
Content Strategy
Content by Funnel Stage
12
Awareness
Consideration
Preference
Loyalty
Market/Industry/Customer pain points
Case studies and whitepapers
Product and service information
Educational material, success stories, support
Content Frequency
13
WEEK MONTH QUARTER ANNUAL
Content Development
14
Quality content targeted to the right audience is the fuel for this machine
15
Event Process
1
2
34
5
6
Event Process
16
Event
1
2
34
5
6 1
Scheduling
2
Content Development
3
Promotion
4
Delivery
5
Post Event Management
6
Remarketing
Scheduling
17
Event
1 Manage your event schedule: Schedule events several months in
advance to start the discussion and ignite inbound marketing
Keep a consistent content schedule Consider audience viewing patterns:
Tuesday through Thursday are the most crowded days for events, people watch on-demand 5 days a week
Content Development
18
Event 2
Flesh out your content plan: Keep content fresh and on target Start with a strategy and target specific
audience Reuse quality content
Promotion
19
Event
3
Acquire audience: Develop a consistent event promotion
frequency: -2 weeks, -1 week, -24 hours Focus on growing your database and
segments based on content Broadcast your events from social media
accounts and join relevant conversations
Delivery
20
Event
4
Execute successful events: Push slides just ahead of voice to keep
transitions tight Communicate what the audience cannot
see Practice until polished
Post Event Management
21
Event5
Process attendee information: Develop an export schedule for your
live and on-demand lead pulls Load, score, refresh, and assign leads
on a consistent schedule Track event viewings details per lead
Remarketing
22
Event
6 Promote your on-demand content: Develop whitepaper and blog post from
event content Publish vote results Round out your content schedule by
planning to promote on-demand assets
23
Lead Management
A B C D
24
DCBA B C DOn-demand
A
Live event
A B C
A
A
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Viewing data::
Questions asked:
Vote:
Answer:
Feedback:
Rating:
Know the answer: What is a lead?
D
Demographics 40%
Consumption 20%
Engagement 20%
Interactivity 10%
Sentiment 10%
Demographics (40%)
25
Intelligence available to your Account Managers & Channel PartnersJohn SmithVirtualizedData Center [email protected] techUSACA94105Yes, I accept
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Viewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating4 / 5
Rank geography, industry, company size and seniority
Consumption (20%)
26
Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating4 / 5
John SmithVirtualizedData Center [email protected] techUSACA94105Yes, I accept
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Rank viewing status / duration, event title, channel name and embed referral
Engagement (20%)
27
Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating4 / 5
John SmithVirtualizedData Center [email protected] techUSACA94105Yes, I accept
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Rank questions asked, was it answered, was it prioritized, did it include keywords
Interactivity (10%)
28
Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating4 / 5
John SmithVirtualizedData Center [email protected] techUSACA94105Yes, I accept
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Rank answers to surveys or polls
Sentiment (10%)
29
Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating:4 / 5
John SmithVirtualizedData Center [email protected] techUSACA94105Yes, I accept
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Rank feedback on presentation
A B C D
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
John SmithVirtualizedData Center [email protected] techUSACA94105Yes, I accept
Viewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20
Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?
Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage
Feedback:Great presentation!
Rating4 / 5
Name:Company:
Title:Phone:Email:Level:
Company size:Industry:Country:
State:Zip:
Survey (terms):
Viewing data:
Questions asked:
Vote:
Answer:
Feedback:
Rating
Demographics: 38
Meets target geo, industry,
and company size and BANT questions
Consumption: 12
Extra points for viewing multiple
events and above average duration
Engagement: 20
10 points for question
5 points for marked as answered
5 points for marked as prioritized
Interactivity: 7
5 points for participating
1-5 based on answer
Sentiment : 9
1 point per star
5 points for feedback
Lead Score: A 76 / 100
30
DCBA B C DOn-demand
A
Live event
A B C D
A
A
31
Business IntelligenceIntelligence
Measure Leads Generated
32
Intelligence
Q1 Q2 Q3 Q40
200
400
600
800
1000
1200
1400
Measure Lead Quality
33
Intelligence
Q1 Q2 Q3 Q40
200
400
600
800
1000
1200
Leads by score A/BLeads by score C/D
Measure Cost Per Lead
34
Intelligence
Q1 Q2 Q3 Q4 $-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
$200.00
$51.64
$179.40
$62.36
$109.32
CPL
Measure Return on Investment
35
Q1 Q2 Q3 Q4
Revenue Costs
Intelligence
IntelligenceIdentify
Objective
B2B Demand Generation Event Machine
ContentStrategy
LeadManagement
BusinessIntelligence
Event Execution
TechnologyStack
36
CRM
Marketing Automation
Email Platform
Events Platform
Resource Center
Social Monitoring
1
2
34
5
6
37
Q&A