What CMOs really think about the value of events John Ellett | CEO of nFusion & Contributor of Forbes CMO Network (@jellett)
What CMOs really think about the value of eventsJohn Ellett | CEO of nFusion & Contributor of Forbes CMO Network (@jellett)
Mindset of CMOs
CMOs remain under the gun to deliver measurable results.
15 Mind-Blowing Stats About Marketing ROI – CMO.com
Objective
C-Suite not convinced by marketing without measurement…
80% 80% 78% 74%
80% of C-levels say they don’t really
trust the work done by marketers
80% say marketers are to
disconnected from the financial
realities
78% believe marketers lose
sight of generating quantifiable
customer demand
74% want marketers to
become 100% ROI focused
The importance of analytics will increase substantially in
the next two years.
2015 State of Analytics - Salesforce
Where do events fit into the CMO’s agenda for growth?
In-person events has been rated the most effective marketing tactic for the last six years.
1
58%
58%
59%
60%
61%
62%
63%
65%
66%
75%In-person Events
Webinars/Webcasts
Case Studies
White Papers
Videos
Research Reports
eNewsletters
Blogs
Infograhics
Online Presentations
Proprie
tary E
vents
Trades
hows
Digital
Eve
nts
C-leve
l Targ
eted E
vents
Roads
hows
Other
59%54% 51%
40%
21%
5%
Proprietary Events & Tradeshows rank as the events most beneficial to their business.
“The value of events from my perspective? If done right, (they’re) one of the best ways to engage and connect with customers!”
- Richard Honiball, CMO, NEXCON
70% of CMOs sayevents are very or extremely valuable in facilitating revenue growth for their business.
70%
The CMO Club/Cvent Study
Source: Forrester Research, Inc.
24%Of marketing department budget is spent on events
4,000-7,000Man-hours invested
What’s at Stake for Event Marketers?
75% of CMOs believe face to face events are very important or critical in accelerating the sales cycle.75%
“Relationships matter. Face-to-face events are great for engaging for the first time or re-engaging to strengthen relationships. When getting the right people together for productive business conversations, opportunities emerge.”
- Scott Anderson, CMO, Sitecore
50% of CMOs need to see more proof of the contribution being made to their revenue goals by their events programs.
50%
60% of CMOs say ROI is very important or critical when it comes to allocating budget to their events organization.60%
“Truly classify events for what they are. Some are corporate branding only, others branding and thought leadership, some are lead generation specific, some are regional partner events.”
- Greg Fitzgerald, CMO, Cylance
75% of CMOs say that understanding the overall effectiveness and provingROI are their most pressing challenges with theirevents programs.
75%
3 Tips to help your CMO invest in events
Connect Your Event KPIs with Your CMO’s KPIs
Revenue contribution
New leads generated
Value of pipeline created
Deal acceleration
Brand reputation
Net Promoter Score
Align event strategy and measurements with key stakeholders
Define “success” in quantifiable terms
Assure stakeholders are involved the definition
Create pre-, during and post-event activities to achieve success
Assure stakeholder are committed and enabled to “close the loop”
“The primary determinants of success are
A. Work with sales in advance of the event to drive effective meetings
B. Work with sales after the event to drive effective follow-up.”
- Mike Lees, CMO, Metalogix
Make sure you are measuring what matters
Leads collected
1:1 meetings
Account influence
Content effectiveness
Closed business
Increased loyalty
Thank YouJohn Ellett | nFusion