Power of Personalized Event Experiences in Accelerating the Sales Cycle

Power of Personalized Events in

Accelerating the Sales Cycle

Betsy Zikakis, VP Marketing

Patrick Cava, Product Marketing

+600 Customers

Execute Complex Events at Scale

Established SaaS Business

Robust Infrastructure

Proven Platform

Support for Millions of Attendees

Enterprise EcoSystem

Maximize Event Value for all Stakeholders Marketers, Exhibitors/Sponsors, Attendees

Partner with Event and Marketing Solutions

Events help Buyers Move

Themselves Through the Buying Cycle

AWARENESS

CONSIDERATION

RESEARCH

ENGAGEMENT

BUY

Overcome Issues

Dive into the Details

Map the Market

Build Relationships Increase Knowledge & Connections

Hone Best Practices

Learn New Directions

A Traditional Approach

Experience Generalized

Connections Existing Networks

Participation Limited

A New Approach

Experience Personalized

Connections 1:1 Appointments

Participation Mobile & Social

? ? ? ?

Meet Attendees Where They Are in the Buying Cycle, Give Them

What They Need

VP

Customer Early Stage Prospect

Late Stage Prospect

Analyst

? ? ? ?

Meet Attendees Where They Are in the Buying Cycle, Give Them

What They Need

VP

Customer Early Stage Prospect

Late Stage Prospect

Analyst

Understand Who They Are

? ? ? ?

Meet Attendees Where They Are in the Buying Cycle, Give Them

What They Need

VP

Customer Early Stage Prospect

Late Stage Prospect

Analyst

• New Product Releases

• Product Training

• Market Trends

• Thought Leadership

• Product Capabilities

• Differentiators

• Product Usage

• Integration Capabilities

Deliver Content They Need

? ? ? ?

Meet Attendees Where They Are in the Buying Cycle, Give Them

What They Need

VP

Customer Early Stage Prospect

Late Stage Prospect

Analyst

• New Product Releases

• Product Training

• Market Trends

• Thought Leadership

• Product Capabilities

• Differentiators

• Product Usage

• Integration Capabilities

Orchestrate Connections They Value

Personalized Event Experiences

Name: Matt Wang

Email: [email protected]

Twitter: @mattwang

Title: Software Engineer

Industry: Manufacturing

Company: Stone Industries

Revenue: >$100 million

Stage: Customer

Opportunity Value: $16,000

Time to Purchase: 30 Days

Considering: ADTech

Interests: Testing

Objectives: New Features

Attendee Profiles

Name: Susan Smith

Email: [email protected]

Twitter: @silversue

Title: VP, Engineering

Industry: Financial Services

Company: Silverstone Financial

Revenue: >$500 million

Stage: Engaged Lead

Opportunity Value: ?

Time to Purchase: ?

Considering: ADTech, P3, DMR

Interests: Mobile, SDL

Objectives: Early Research

Personalized Event Experiences

Personalized Event Experiences

Recommended Content

Executive Level Recommendations

Technical User Recommendations

Personalized Event Experiences

Matched Appointments

Personalized Event Experiences

Self-Scheduled Appointments

Personalized Event Experiences

Personalized Event View

Personalized Event Experiences

Accessible on Mobile Devices

AWARENESS

CONSIDERATION

RESEARCH

ENGAGEMENT

BUY

Accelerate Revenue, Build Customer Loyalty

Integrate Events into the Revenue Cycle

Rich Attendee

Profiles

Name: Susan Smith

Email: [email protected]

Twitter: @silversue

Title: VP, Engineering

Industry: Financial Services

Company: Silverstone Financial

Revenue: >$500 million

Stage: Engaged Lead

Opportunity Value: $250,000

Time to Purchase: 6 months

Considering: ADTech, P3, DMR

Interests: Mobile, SDL

Objectives: Early Research

Sessions: Market Trends, Mobile Dev, Agile Leadership

Meetings: Analyst (2), Partners (1)

Social: Shares (7), Tweets (9)

AWARENESS

CONSIDERATION

RESEARCH

ENGAGEMENT

BUY

Why Marketo-Certain Solution? Incorporates events within the extended digital

marketing enterprise

• Best of breed event management paired w/ B.O.B. marketing automation

• Use existing data to inform event experience and streamline process

• Optimize sales and marketing follow-up

• Provide marketing and sales real-time insight into event behavior, engagement, and interest

• Measure ROI of event spend more effectively

Event Management

Marketing Automation

CRM

Before Event

Revenue Industry

Customer Type T-Shirt Size

Stage Prod Interest

Social Considering

Custom

First Middle

Last Salutation

Title Company

Phone Email

Mobile Marketo ID

Address City

State Country

Postal Fax

Attendee Profile

Import Profile Data Design Event

During Event

Interest Middle

Social Preferenc

es

Profile

Reg Status Polls/Q’s

Site Tracking

Status

CRM

Update

First Middle

Last Salutation

Title Company

Phone Email

Mobile Marketo ID

Address City

State Country

Postal Fax

Profile

Create new

Track Progress and Impact

After Event

Attend Status Polls/Q’s

Site Tracking Appointments

Sessions Site Tracking

Payments Travel

Gamification Ratings

Cost Reg Source

Status + Behavior

CRM

Update Follow-Up + Measure

After Event

Attend Status Polls/Q’s

Site Tracking Appointments

Sessions Site Tracking

Payments Travel

Gamification Ratings

Cost Reg Source

Status + Behavior

CRM

Update Follow-Up + Measure

Average Events 185.6

Personalized Events 148.6

Pipeline Velocity – Days per Stage

? ? ? ?

Personalized Events Accelerate Sales

VP

Customer Early Stage Prospect

Late Stage Prospect

Analyst

• New Product Releases

• Product Training

• Market Trends

• Thought Leadership

• Product Capabilities

• Differentiators

• Product Usage

• Integration Capabilities

Accelerate Buying Cycle Capture Attendee Interests and Preferences Incorporate Events in the Revenue Cycle

More on this from Patrick

More information at:

www.certain.com

Personalized Event Experiences

Digitizing Events

How Marketers Accelerate Revenue with Events

Q&A