making the most of your event leads
TRANSCRIPT
What We Will Cover● Before:
○ Setting up data & processes for event ROI
● During:
○ Gathering actionable, quality data
● After:
○ Getting the data right
○ Putting the lead data to work using automation, personal follow
up, and measurement
2
Our RealityB2B marketers spend an average 18% of their
budget on in-person events.
Much emphasis goes into planning & executing
events, but the data management behind the
scenes can truly make or break ROI.
The pressure’s on to quickly convert event leads
into pipeline value: many slow, manual
processes & bad data drag you down.
3
Room to Improve
46% of event managers view
lead generation as a top
reason to attend events.Exhibitor ROI at Tradeshows
Over 30% of the lead data
generated by B2B marketers is
invalid, contains unacceptable values
or is incomplete. This doesn’t even
include duplicate leads.Integrate
22% of brands do not have a
way of measuring their events
(EventTrack Study) and the #1 metric
marketers use to guage success
is attendance.Certain
70% of marketers say they are not
satisfied with the time it takes them to
follow up with leads after an event
(Certain) and 75% of leads are never
followed-up with after an exhibition.The Marketing Donut
4
Before: Setting Up Data &
Processes for Event ROI
6
The Draft - Selecting the Travel TeamDo you send Sales? Marketing? Both?
7
Audience Poll
Building the Audience
BEFORE the EventEvent organizers proudly hand
over a list of company names and
titles to the sponsors....which
doesn’t really help.
Synthio brings that dull list to LIFE
- we do a quick search in our app
of everyone with the specified
titles at the specified companies
and... voila!
9
Warming Up Prospects
10
PFL Example Physical Meeting Makers
11
During the Event: Gathering
Actionable, Quality Data
12
Leads
coming
from all
directions!
13
Beyond Contact Info
TAKE NOTES. TAKE NOTES.
TAKE NOTES.
YOU WILL NOT REMEMBER.
✓Capture everything you can while you are there
✓ Be curious
✓Ask questions
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Leading Questions
15
Synthio’s Data Collection
Synthio’s Data Collection
PFL Data Recording System
18
78% of the leads with
demos on site move to
SQL within the month.
Schedule Meetings On-Site
Pro Tip: Don’t
rely on just
the scan!
Gather as much
information as you can
while face to face.
20
After: Getting the Data
Right
21
22
Yeah,
right.
Lead Data Integrity Checklist
✓Aggregate all lead/prospect data files from various
sources
✓Check individual leads for missing fields
✓Check for incomplete fields
✓Check for duplicate leads
✓Check for erroneous data
✓Check for incorrect formatting
✓Create lead-return files for each lead vendor where
applicable
✓Append enhanced lead data where applicable
✓Reformat accepted leads into standardized format.
✓Route and upload lead files to appropriate lead nurture
track(s) in marketing automation systems (where
applicable)
23
Audience Poll
Synthio’s Post Event Data Mgmt.
BEFORE AFTER
● First Name
● Last Name
● Company
● Title
● Email (not necessarily
business email)
● Phone number
● Validated email address (B2C
<-> B2B converter)
● Site location + #
● HQ location + #
● Technology usage
● Education
● Department
● Function
● Keywords
All of This
PLUS that+50 more
fields
25
Synthio Lead Assignment
26
PFL Lead Assignment
27
Integrate Lead Assignment
28
To learn more about
Integrate’s Event Data
Management Solution,
which automates data
processing, enhancement,
and measurement,
click here.29
Pro Tip: Data Quality Will
Make or Break
the outcomes of your event investments
30
Audience Poll
After: Putting the Data to
Work
32
We’ve All Seen This
33
And This…
34
Gah!
35
One Option: Enroll into Always-On Nurture
36
Replicate the
Real-nesswith Personalized Video
Goal:
● Drive the right
attendance to our
session
● Continue the
conversation with
video (bdrs) post-
show
Synthio Follow-Up
Strategy
38
PFL Follow Up Timeline
39
PFL Example Post-Show
Mail PieceStarbucks instant
coffee pack included!
20-30% response rate
Was It Worth It?
41
KA - did it work? do we do it again?
42
Calculating ROI
1. Analyze actual spend of entire event
2. Analyze budget of entire event
3. Analyze actual spend for each sub-category (sponsored
side party, hosted VIP dinner, etc.)
4. Analyze budget for each sub-category
Event Revenue
Event Expenses
Attribution
44
Pro Tip: Successful Event Demand
Generation is a Long Term Game
It’s not about leads; it’s about customers.
45
Tweetable Takeaways
46
“Notes, notes, notes. Don’t rely on just the scan!”
-@EmilyMariaaa @Synthio
“Data quality can make or break your event ROI.”
-@KateAthmer @Integrate
“It’s a long term game and remember: It’s not about
leads, it’s about customers.”
-@PFLcom
