Sponsored by:Presenter: Dave Chaffey, SmartInsights.com                                        1
About Dave Chaffey  Best-practice advice & consulting    www.smartinsights.com                               2
3
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
Effective templates 2007?                            6
Effective templates 2012?                        7
Integrated event marketing needs an overall digital content strategy                                                      ...
9
publising hub                                                     Creating your Note: sharing shouldn’t be totally automat...
Brainstorm your                                         content optionsSource: Smart Insights - download   11
Learning from Eloqua                       12
13     1     3
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
Personas?    Dynamic content insertion? Do you use Personas? Do you use dynamic content insertion for events?           ...
Build-in lead-scoring Lead scoring events:    Email click through +5    Downloaded asset + 20    Title given, up to +5...
Using email automation                                          for contextSource: Eloqua Sybase case study               ...
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
Getting the sell-inform    balance right?                          19
You need a  “wall of benefits”      20
Email or blog post?                      21
Test position andform of hyperlinks                     22
23
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
25
Reminders workTiming – 43% webinar subscribers within 24 hours  2 weeks out = 21 submissions   Subject Line: Register To...
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
Multi-message campaign example - Company eventTelemarketing (list creation)                      E1            E2         ...
Integrate events into enews     and social stream                              29
Search integration – generic or brand?                                30
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
Involving attendees in the event                            32
Popular B2B Sharing sources    Source: Eloqua B2B Marketers                                   33
Social outposts for your event(s)?                             34
Social integration - Twitter                          35
Social integration - Facebook                          36
Social integration - LinkedIn                           37
Social integration – Google+                          38
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
40
Which part of the subject line      matters most?                           41
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
43
44
CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value p...
Let’s Connect!                         Questions & discussion welcome                                       Bloguk.linked...
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B2B Event marketing using Email and Social media marketing

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A webinar on B2B event marketing using Email and Social media marketing - mainly for offline events, but also webinars. Sponsored by Eloqua and hosted on the B2B Marketing BrightTalk channel.

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  • Events include both offline events and webinars – focus on offline events
  • CRITICAL factors for campaign successTo review ideas to increase event attendance using the CRITICAL framework from book. Popular, but weakness is that not in priority order. Relevance is at the top as most important.
  • Using Sapphire as an example of best practice for a major event. Admire templates for a long-time feature the key attributes
  • To review ideas to increase event attendance using the CRITICAL framework from book. Popular, but weakness is that not in priority order. Relevance is at the top as most important.
  • Transcript of "B2B Event marketing using Email and Social media marketing"

    1. 1. Sponsored by:Presenter: Dave Chaffey, SmartInsights.com 1
    2. 2. About Dave Chaffey  Best-practice advice & consulting www.smartinsights.com 2
    3. 3. 3
    4. 4. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 4
    5. 5. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 5
    6. 6. Effective templates 2007? 6
    7. 7. Effective templates 2012? 7
    8. 8. Integrated event marketing needs an overall digital content strategy 8
    9. 9. 9
    10. 10. publising hub Creating your Note: sharing shouldn’t be totally automated:You can’t automate human, social interactions. Source: Social syndication tools 10
    11. 11. Brainstorm your content optionsSource: Smart Insights - download 11
    12. 12. Learning from Eloqua 12
    13. 13. 13 1 3
    14. 14. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 14
    15. 15. Personas? Dynamic content insertion? Do you use Personas? Do you use dynamic content insertion for events? 15
    16. 16. Build-in lead-scoring Lead scoring events:  Email click through +5  Downloaded asset + 20  Title given, up to +50  Total Employees number given, up to +15 Campaign assets  6 product tracks  7 whitepapers  2 case studies  8 forms  3 high value web pages Source: Eloqua McAfee case study 16
    17. 17. Using email automation for contextSource: Eloqua Sybase case study 17
    18. 18. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 18
    19. 19. Getting the sell-inform balance right? 19
    20. 20. You need a “wall of benefits” 20
    21. 21. Email or blog post? 21
    22. 22. Test position andform of hyperlinks 22
    23. 23. 23
    24. 24. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 24
    25. 25. 25
    26. 26. Reminders workTiming – 43% webinar subscribers within 24 hours  2 weeks out = 21 submissions  Subject Line: Register Today  1 week out = 55 submissions  Subject Line: There’s Still Time to Register  3 days out = 34 submissions  Subject Line: Last Chance to Register  1 day out = 37 submissions (19%)  Subject Line: You Have 24 Hours Left to Register  Day of Webinar (24%)  46 submissions -- Subject Line: You Have 30 Minutes Left to Register Source: Eloqua client published test 26
    27. 27. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 27
    28. 28. Multi-message campaign example - Company eventTelemarketing (list creation) E1 E2 E3 (29) (17) (14) M1 M2 M3 M4 (15) (14) (16)(11 ) Jan Feb Mar April E-mail (E1-3) Direct mail mailer (M1-4) CRM product launch event Explanatory notes: 1. Each list member received 4 mails and 3 e-mails unless they responded. 2. Number of individuals who attended event from each ‘wave’ in brackets. 3. Total list size unavailable. 4. M1 generated 100 visits to site, E1 120 visits to site. 5. Offer and creative varied for each wave. 28
    29. 29. Integrate events into enews and social stream 29
    30. 30. Search integration – generic or brand? 30
    31. 31. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 31
    32. 32. Involving attendees in the event 32
    33. 33. Popular B2B Sharing sources Source: Eloqua B2B Marketers 33
    34. 34. Social outposts for your event(s)? 34
    35. 35. Social integration - Twitter 35
    36. 36. Social integration - Facebook 36
    37. 37. Social integration - LinkedIn 37
    38. 38. Social integration – Google+ 38
    39. 39. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 39
    40. 40. 40
    41. 41. Which part of the subject line matters most? 41
    42. 42. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 42
    43. 43. 43
    44. 44. 44
    45. 45. CRITICAL factors for success Creative – Content - Copy Relevance – Personalisation and Lead scoring Incentive – Value proposition for event Timing – Interval and Frequency Integration – Use of other media? Conversation – two way dialogue and social sharing Attributes – use of header and subject lines Landing pages – or microsites for events 45
    46. 46. Let’s Connect! Questions & discussion welcome  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsiwww.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 46
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