ONELOBBY.COM

EVENT
MARKETING:	
  
ATTENDEE & BUSINESS
INSIGHTS
THE

PROBLEM
Meet Maureen (aka Mo, the CMO). Mo is the CMO of a large tech
company.
Mo has a HUGE problem. Mo’s company sp...
OUR

SOLUTION

Measure exactly how much
pipeline the event is touching
& influencing

	
  
Measuring

BUSINESS
INSIGHTS
of...
OUR

SOLUTION

Automatically generate a
business profile of your
attendee. Know who they
work for, the size of the
company...
HOW WE DO 

ATTENDEE INSIGHT &
BUSINESS INTELLIGENCE

Proprietary algorithms
-

Categorizing attendees by influence topics...
MARKET SIZE

ONELOBBY’S

OF EVENTS


OPPORTUNITY


Marke'ng	
  Spend	
  

Tradi1onal	
  
Adver1sing
,	
  9.90%	
  

Physic...
EVENTS & EXPERIENTIAL MARKETING IN

THE CORPORATE WORLD


84% of the event marketing executives say
experiential marketing...
HOW WE MAKE

MONEY
We offer companies like Mo’s a number of product features which can be sold separately or
packaged toge...
OUR

DISTRIBUTION PLAN

Partnering with big registration companies for events vertical

Creating an app in the Salesforce ...
OUR CUSTOMER

ACQUISITION PLAN
Primarily

Sales reps who can reach, book meetings, build relationships with and sell to
CM...
KEY

FINANCIAL & OPERATING METRICS


Monthly Burn
Total Employees
Total Users
Avg Usage /Day

$38k

CY 
Revenue (000’)

20...
WHAT MAKES US SO

NEXT

SPECIAL

STEPS

Since September 2012 we have:
Built an amazing team. No churn.
Domain experience &...
WE ARE

BUILDERS.
Jordan Smith 
CEO
Unbelievable hustle.

Jason Misener, CMA MBA
COO/CFO
Prev. at Salesforce

Matthew VanT...
CO’S MAKING BIG INVESTMENTS IN

MARKETING TECHNOLOGY


60M Raise
April 2013
Acquired 2
event tech
co’s in 2013

Went priva...
PHENOMENAL

ADVISORS

Paige Pires de Almedia
GM E2 Conference, UBM TechWeb

Jeff White
Marcel Lebrun
COO, East Valley Vent...
Gerry Pond
Chairman, Mariner Partners
Co-founder, East Valley Ventures

Charlie Harling
EVP Sales, Bell Aliant

Francis Mc...
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Nov14deck

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Nov14deck

  1. 1. ONELOBBY.COM EVENT MARKETING:   ATTENDEE & BUSINESS INSIGHTS
  2. 2. THE PROBLEM Meet Maureen (aka Mo, the CMO). Mo is the CMO of a large tech company. Mo has a HUGE problem. Mo’s company spends millions and millions on events with no easy way to measure the ROI. Like other forms of marketing, its hard to associate a sale with a touch point like an event. Wells Fargo, HP, Under Armour, Volvo, Southwest Airlines, Symantec, SAP, Pepsi, Hilton, Monster, GE, & GM, Cisco, Bayer, and Adidas have all identified this as a problem in the CMO council’s Customer Attainment from Event Engagement report. Mo’s company, like other members of Global 2000 spend 20% of their marketing budget on events totally $396 Billion annually. Like we said, it’s a huge problem. Would you spend $396 Billion without knowing what you are getting in return? Adding to Mo’s troubles are the insights on the event’s attendees. She finds it hard to make a decision on which events to exhibit at based on the demographics provided.
  3. 3. OUR SOLUTION Measure exactly how much pipeline the event is touching & influencing   Measuring BUSINESS INSIGHTS of Events By tracking and reporting on meaningful attendee and post event data, CMOs, like Mo, can tailor event marketing to increase ROI for their events Post event, measure your ROI of the event and Revenue per attendee. Use this data to determine which events to double down on or pass. Discover exactly how many new customers were acquired at the event, conversion rates and acquisition costs!
  4. 4. OUR SOLUTION Automatically generate a business profile of your attendee. Know who they work for, the size of the company and top jobs! Measuring ATTENDEE INSIGNTS of Events By measuring exactly who the event is influencing and touching, CMO’s can improve communications to existing attendees and find new ones. Find where attendees live online. Advertise to current customers and find new ones in the social networks used most by you audience! Measure attendee’s likes, interests and professional skills for better event content. Increase sales with targeted sponsors and exhibitors.  
  5. 5. HOW WE DO ATTENDEE INSIGHT & BUSINESS INTELLIGENCE Proprietary algorithms - Categorizing attendees by influence topics, skill sets, job function, purchasing decision, etc. Monitoring of attendees within CRM post event to understand attendee vs non-attendee revenue growth Gauging potential impact that an event could have on New Leads/Open Opportunities and even existing accounts within CRM based on attendance Various api’s from Linkedin, Klout, Twitter, Full Contact, Salesforce etc Leverage close relationships and experience with Salesforce/Radian6
  6. 6. MARKET SIZE ONELOBBY’S OF EVENTS OPPORTUNITY Marke'ng  Spend   Tradi1onal   Adver1sing ,  9.90%   Physical   and  Online   Events,   20.50%   Direct   Marke1ng,   6.90%   Digital   Marke1ng,   29.20%   Other   Areas:  PR,   MI,  AR,   Marke1ng   Support   and  Sales   Tools,   Collateral,   33.50%   $396 Billion is spent every year on event marketing, which is scheduled to grow by 3.5%
  7. 7. EVENTS & EXPERIENTIAL MARKETING IN THE CORPORATE WORLD 84% of the event marketing executives say experiential marketing is critical to their organization 60% of of firms with event budgets b/w $50 $100 million and ALL of firms with over $100 million say that events are critical. *2013 CMO Council report on Customer Attainment from Event Engagement
  8. 8. HOW WE MAKE MONEY We offer companies like Mo’s a number of product features which can be sold separately or packaged together to provide flexible pricing options. + $100/month/event for Business Insights.
  9. 9. OUR DISTRIBUTION PLAN Partnering with big registration companies for events vertical Creating an app in the Salesforce App exchange White labeling for re-sale with hotels, others
  10. 10. OUR CUSTOMER ACQUISITION PLAN Primarily Sales reps who can reach, book meetings, build relationships with and sell to CMO’s and VPs of Marketing. Supported by Channel partners like Meeting Professional International (MPI), PCMA, EIBTM, etc. Senior team contributing to industry blogs and publications. Paid advertising on social media (LinkedIn). Leverage hubspot technology for inbound marketing.
  11. 11. KEY FINANCIAL & OPERATING METRICS Monthly Burn Total Employees Total Users Avg Usage /Day $38k CY Revenue (000’) 2013 $15 2014 $495 2015 2016 $2,503 $6,922 5 4 3 150 40 25 385 103 64 612 163 102 50 300 1,200 12 20 28 7 >300 29m Team Professional Enterprise BI & Attendee Insight # of Employees 7 We will invest the funds raised in marketing and sales. We will need to hire skilled sales people who can secure meetings and close deals with CMO’s.
  12. 12. WHAT MAKES US SO NEXT SPECIAL STEPS Since September 2012 we have: Built an amazing team. No churn. Domain experience & tech skills. Pilot launched with UBM. Generated Revenue in beta. Raised $500K. Made mistakes - figured out events market. WHY YOU SHOULD Signing up pre-paid customers for early adopter program Create a self-serve sales model; where customers can pick packages tailoring features to their needs. Hire the talent we need. Hustle. Hustle. Hustle. Dominate the industry to become the market leader. INVEST Investing early will give OneLobby growth opportunity. We will invest the funds raised in marketing and sales. The funds raised will allow us to complete building the products and acquire customers. We will also have enough runway to get us to a Series A round. We are well positioned to become the market leader in this field.
  13. 13. WE ARE BUILDERS. Jordan Smith CEO Unbelievable hustle. Jason Misener, CMA MBA COO/CFO Prev. at Salesforce Matthew VanTassel Lead UI Engineer Prev. at Salesforce Bojan Djurkovic Lead Software Engineer Prev. at RIM Jamie Curtis Software Developer Prev. at RIM Brian Dunphy CTO Co-founder of Radian6 Andrew Trites Software Developer Prev. at The Learning Bar
  14. 14. CO’S MAKING BIG INVESTMENTS IN MARKETING TECHNOLOGY 60M Raise April 2013 Acquired 2 event tech co’s in 2013 Went private valued at $1.2 Billion Sept 2013 $3.5 Billion in marketing cloud acquisitions since 2011 $811M acquisition of Eloqua. Catching up with Salesforce Marketing Cloud. IPO’d Aug/ 13 valued at $1.6 billion + 3rd largest pure play event organizer in the world. $1.3BN in rev annually.
  15. 15. PHENOMENAL ADVISORS Paige Pires de Almedia GM E2 Conference, UBM TechWeb Jeff White Marcel Lebrun COO, East Valley Ventures CEO of Radian6 (Acquired by Salesforce for $350 million) Prev. CFO of Radian6, Q1 Labs, iMagicTV Milan Vrekic CEO of TitanFile We have the privilege of an amazing group of advisors. People who build wildly successful companies and continue to innovate. Jeff Thompson CEO of UserEvents
  16. 16. Gerry Pond Chairman, Mariner Partners Co-founder, East Valley Ventures Charlie Harling EVP Sales, Bell Aliant Francis McGuire CEO, Major Drilling Group International (TSX: MDI) Brian Dunphy CTO, OneLobby (CoFounder Radian6) Dwight Spencer Co-founder of Q1 Labs (Acquired by IBM for $650 million) Dominique Karg Co-founder of AlienVault SOME OF OUR ANGEL THE Our founding team and angel investors contributed to a $500,000 convertible debenture (November 2012). We are looking to raise $500K to extend seed round for 12+ months, primarily to: •  Complete building the products •  Acquire customers •  Take us to a Series A INVESTORS ASK

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