How to Build a High-Converting Event Experience with Event Automation

How to Build a High-Converting Event Experience with Event Automation

Kristen Alexander VP of Marketing

Certain

Beki Scarbrough MarTech, Automation & Demand Gen Expert

75

Booths

MILLIONS OF POSSIBILITIES Results based on CA World 2015, an

annual event hosted by CA Technologies

Deliver Results with Event Automation

The Results

5,000

Attendees 200

Sessions

Events Are Not Just the Face of Your Brand

Events play a critical role in the buying journey and customer experience

Marketers are spending 30%+ of their budget on events

Unaware Problem Aware Solution Aware Product Aware Most Aware

DISCOVERY CONSIDERATION DECISION

BUYER’S JOURNEY

Events Power Your Brand

Close Deals Accelerate Pipeline

Drive Demand

Engage with Customers

Events Maximize Conversion Opportunities

When people think about events, they

simplify, consider, and plan for the event

itself — the booth, the room, on-site

factors. But great content, leveraged

before, during and after the event can

exponentially increase the reach,

influence and conversion opportunity

at every event you produce.

Matt Heinz, Heinz Marketing ”

“

EVENT AUTOMATION: Set Buyers On A Discovery Journey Before the Event Begins

Target the Right Person, Right Message

‣  Define the specific audiences

you want to attract to the event

‣  Develop tailored messaging for each audience for email nurturing all all pre-event campaign assets

‣  Connect event messaging with your ABM strategy

Pre-Event

Personalize Your Registration Campaign

Pre-Event

‣  Personalized Home Page, Landing Page, Microsites, Social Posts

‣  Capture persona intelligence through comprehensive registration forms

EVENT AUTOMATION: Convert Every Touch Point Into A Buying Signal

Registration

Booth Session Area

Networking Party

Event Automation Maps Digital Body Language to the Live Event Experience

The Event

Smart Bar Theater Sessions

Demos

Executive Sessions

Breakouts

‣  Personalize check-in using data from registration and nurturing responses

‣  Provide custom agenda recommendations via mobile based on buyer persona

‣  Airdrop high-performance content right to the attendee’s mobile or send a push “welcome” message that suggests relevant sessions

Tailor Your Registration Experience

Event Arrival

Your next session is at

11:00 am – Team Breakout Session

12:00 pm – Executive Lunch

HELLO, Jane!

1:30 pm – Team Building Session

Booth

Host Booth Events that Inform Buying Journey

‣  Designate high touch experiences in the booth and on the show floor

‣  Scan first, qualify & send buyers to:

‣  Custom Product Demo

‣  Sales Conversation

‣  Theater Content Session

Surface Buying Signals to Build Progressive Profiles

During Event

Over 300+ Buying Signals

‣  Demos

‣  Specific product tracks

‣  Theater sessions

‣  Number and types of sessions

attended

‣  Hosted guest activities

Trigger Buyer Next Steps

‣  A Demo: Sent personalized email with information on the demo, and other solution areas they should see next

‣  Attended Training: Personalized email about new features, an on-demand sessions to share with their team

‣  Executive Briefing: A lead alert to sales

EVENT AUTOMATION:

The Results

Deliver Event ROI

The Results

Marketing Team of the

Year

+42% 200k

Impressions Attendees

“We were lucky because for the first time, with this integrated solution, we had credible ROI.” — Beki Scarbrough

Many marketers rely on events to build relationships, increase awareness

and generate demand…. By incorporating all of the available buying

signals, you should be able to determine which segments are most likely

to buy, which should be nurtured, and which should be targeted for live

meetings at the event.

Brian Kardon, CMO of Fuze, formerly CMO of Lattice ”

“

Build Relationships and Generate Demand

Define Your Event Goals to Drive Pipeline

When you define your event goals, you can precisely predict how much pipeline will be in that room: ‣  How much from prospects ‣  How much from enterprise customers ‣  How much you expect to close, and by when

Marketing + Event Automation Workflow

Miss the Big Picture with Lead Score Only

The Results

Develop Account Score for Deep Insights

The Results

‣  Know how much pipeline is in the room

‣  Ensure attendees see relevant content

‣  Keep sales informed with real-time information

LEARN ‣  Look at every

account, not individual attendees

‣  Mark every lead scan with relevant content tags

‣  Set up triggers so information is sent immediately after a scan

MEASURE ‣  Personalize the

experience

‣  Send customized emails every morning based on activity

‣  Use sales insights and lead alerts to notify sales of key activities

DELIVER

The Results

Identify & Capture All Event Buying Signals to…

Thank You!