On October 23rd, 2014, we updated our
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ATTENDEE INSIGHTS &
Meet Maureen (aka Mo, the CMO). Mo is the CMO of a large
Mo has a HUGE problem. Mo’s company spends $21 million
annually on events with no easy way to measure the ROI.
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. On
average, large companies like the ones listed spend $21 million annually on events.
Would you spend $21 million without knowing what you are getting in return?
Adding to Mo’s trouble are her sponsors. They can’t commit to her events without
knowing more about the audience.
ATTENDEE DATA of
Companies are using
events in a big way as
part of their marketing
By tracking and
and post event data,
marketers, like Mo,
can tailor event
solutions to increase
ROI for their events
HOW BUSINESS INTELLIGENCE
1.Input attendee email list via Reg
system api or .csv ﬁle
2. Grant OneLobby access to Salesforce
or an Association Management System
MORE BUSINESS INTELLIGENCE
Customer acquisition cost (event)
Revenue per attendee
Customer purchasing power
Total Attendance, participation or visits
Aggregate Twitter and Instagram posts
Facebook likes, social media activity,
Customer time w/ product or
Cost per attendee per day
Day of event data
HOW ATTENDEE INSIGHTS
email database via
partner api or .csv ﬁle
2. System processes
All social media proﬁles
(Fortune 500, Fortune 2000, SMB)
Registration patterns overtime
Top job positions, industries
Most Inﬂuential attendees topics,
likes and interests
Average Klout Score
Average Klout Ampliﬁcation
(Globally, nationally, regionally)
Common twitter bio words
Others who inﬂuence the group
Most common public lists attendees are on
Geo Fencing data
HOW WE DO
ATTENDEE INSIGHT &
Various api’s from Linkedin, Klout, Twitter, Full Contact,
Leverage close relationships and experience with Salesforce/
According to a study by Frost & Sullivan 2013,
Companies spend 1% of their revenue on Meetings
This represents $396 BILLION in spending by the
global 2000 alone.
Large enterprises spend an avg of $21 million on
Meeting & Events annually?
EVENTS & EXPERIENTIAL MARKETING IN
THE CORPORATE WORLD
84% of the event marketing executives say
experiential marketing is critical to their
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.
HOW WE MAKE
Companies like Mo’s are used to paying a per attendee fee for such technology like
registration, email marketing and surveys.
This year, Mo has two events with an avg of 2000 attendees per event.
Audience insights = .99 cents per email address processed.
Business Intelligence + Attendee Insights = $1.99 per email address +
$8000 + 1200 = $9200 ACV
Mo would pay OneLobby $8000 to process 4000 attendee email addresses
for her Attendee Insights + $1200 for her Business Intelligence report of two
events (since ROI measurement happens month over month) for a total of
Our attendee insights product can
be applied to many verticals.
1.6 BN tickets
Partnering with big registration companies for events vertical
Creating an app in the Salesforce App exchange
White labeling for re-sale with hotels, others
Attending and exhibiting at industry conferences and conventions.
Co-sponsor follow up report with the CMO Council.
Paid advertising in industry publications.
Offer promotional pricing for industry professional groups such as Meeting
Professional International (MPI), PCMA, EIBTM, etc.
Senior team contributing to industry blogs and publications.
Paid advertising on social media (LinkedIn).
Leverage PR for unpaid advertising.
Leverage hubspot technology for inbound marketing.
WHAT MAKES US SO
Since September 2012 we have:
Built an amazing team. No churn.
Domain experience & tech skills.
Pilot launched with UBM.
$20K revenue while in beta
Made mistakes - ﬁgured out
Expansion to Nova Scotia. Creating new jobs
for marketing and sales.
Signing up pre-paid customers for early
Create a self-serve sales model; where
customers can pick packages tailoring features
to their needs.
Hustle. Hustle. Hustle.
Dominate the industry to become the
WHY YOU SHOULD
Investing early will give OneLobby the opportunity to grow fast yet controlled. Our
products are easily scalable and the with the right additions to our investment and
marketing team, we can grow to get the biggest return on investment for all
shareholders. We are well positioned to become the market leader in this ﬁeld.
Jason Misener, CMA MBA
Prev. at Salesforce
Lead UI Engineer
Prev. at Salesforce
Lead Software Engineer
Prev. at RIM
Prev. at RIM
Co-founder of Radian6
Prev. at The Learning Bar
valued at $1.2
Billion Sept 2013
$3.5 Billion in
travel and reg
in rev annually.
13 valued at
$1.6 billion +
3rd largest pure play
event organizer in
the world. $1.3BN
in rev annually.
Paige Pires de Almedia
GM E2 Conference, UBM TechWeb
COO, East Valley Ventures
CEO of Radian6
(Acquired by Salesforce for $350 million)
Prev. CFO of Radian6, Q1 Labs, iMagicTV
CEO of TitanFile
We have the privilege of an amazing group of advisors.
People who build wildly successful companies and
continue to innovate.
CEO of UserEvents
Chairman, Mariner Partners
Co-founder, East Valley Ventures
EVP Sales, Bell Aliant
SOME OF OUR ANGEL
Our founding team and angel
investors contributed to a
debenture (November 2012).
CEO, Major Drilling Group International
Co-founder of Q1 Labs
(Acquired by IBM for $650 million)
Co-founder of AlienVault
We are looking to raise $500K to extend seed round for 18
months, primarily to:
• Build out Marketing & Sales Strategy
• Reach into new markets