July 30th – August 1st, 2013 McCormick Place, Chicago, IL Optimizing Customer Engagement From Event Engagement Liz Miller CMO Council.

July 30th – August 1st, 2013McCormick Place, Chicago, IL

Optimizing Customer Engagement

From Event Engagement

Liz Miller

CMO Council

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A 5 carat Red Diamond has a value of over $46 million dollars

“To Enjoy Red Diamond is to Share It”

One stack of Redstone Ore will give @ 10 levels of experience

The Red Diamond creates a mental map of its immediate surroundings, allowing it to return to the same bush or rock year after year

ABOUT THE STUDY

Online survey of 257 Senior Corporate Marketers

Interviews with 25 senior marketing leaders

Interviews with experts in the event industry

Aimed at benchmarking the business value of trade shows and events

CMO

CMOs STILL VALUE EVENTS…

42% say events continue to be valuable

31% say events are essential to business

CMO

But, Cuts Loom

40% are cutting budgets in lieu of smaller events with targeted

audiences

44% opting to host customer events and skip industry events

Big Theme #1

Business Over Brand

60% believe events are prime opportunity for face-to-face exchanges with customers

47% say events are highly effective at reaching & engaging with multiple

customers and prospects

66% value events as a place to strengthen relationships & acquire new leads

Big Theme #2

We Can Pick ‘Em…

53% say they have a “well defined” event selection and development process

Top criteria for assessing event participation = The quality & mix of attendees

68% say CMO is at the helm of event selection

Big Theme #3

But We Can’t Measure ‘Em

40% rely on ad hoc staff feedback as a “measure” of success

12% have no measures of success

37% do not have enough visibility into pipeline conversion

Big Theme #4

And We Can’t Convert ‘Em

40% are underperforming in developing relationships or closing deals at events

32% are looking to improve data collection as a key to performance optimization

Nearly 1 in 4 say they are not very effective in converting a show lead into customer business

Big Theme #5

Where’s the Business Beef?

45% of Marketers are struggling to make a business case for event investments

39% say escalating costs (without understanding why) is the main reason

for cuts

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Big Theme #6

Calling All Intelligence

33% say data from event producers is questionable

73% want improved attendee analytics and insights as part of exhibitor reporting

53% want show producers to embrace technologies that increase engagement and

lead capture & flow

Big Theme #7

Always Room for Improvement

34% looking to boost strategy while another 34% want to significantly improve data collection

Speaking opportunities are on the list of areas of continue to improve, especially how to track attendance

1/3 of marketers looking for creative ideas to drive booth traffic and increase show-floor engagement

EXPLORE! What We Started…

EXPLORE!

What We Started…

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Time to Wake Up!!!!!

Questions?

July 30th – August 1st, 2013McCormick Place, Chicago, IL

THANK YOU!

Liz Miller

CMO Council

@lizkmillerlmiller@cmocouncil.

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