• Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Everything You Need to Know to Kill It In Online and Offline Events

  • 5,161 views
Published

Check out this presentation to discover how to develop a solid marketing strategy and tactical plan for flawless event execution.

Check out this presentation to discover how to develop a solid marketing strategy and tactical plan for flawless event execution.

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
5,161
On SlideShare
0
From Embeds
0
Number of Embeds
10

Actions

Shares
Downloads
265
Comments
0
Likes
12

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Definitive Guide to Events Webinar Series Everything You Need to Know to Kill it in Online and Offline Events #DG2EM© 2013 Marketo, Inc. Marketo Proprietary and Confidential 2012
  • 2. Your Speakers Heidi Bullock Dayna Rothman Sandra Freeman Director of Content Marketing Director, Marketing, Marketing Manager The Marketing @HeidiBullock @dayroth Cloud™ @mktgcloud© 2013 Marketo, Inc. Marketo Proprietary and Confidential 2012
  • 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #DG2EMPage 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Marketo Overview• Powerful and easy marketing automation, lead nurturing, and lead scoring• >2500 customers that span a variety of industries and sizes• Award winning products• And we run a lot of events!!!Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Types of Events OnlinePage 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Types of Events Physical OnlinePage 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Why Include Events in Your Mix? 1. Branding and awareness 2. Generating leads 3. Engaging with prospects and existing customers 4. Educating attendees In-person engagement matters! You may know these points, but…..Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Event Challenges You CEO Event Plan DiscussionPage 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Event Challenges You think the event was a success, but it’s challenging to show the ROIPage 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Event ChallengesPage 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Success Secret 1: Set Goals Upfront What does success look like? Define with key stakeholders upfront. Pre-Event: During Event: Post-Event: Leads -> 3 closed deals Engagement # booth visits, # downloads Opportunities # downloads # demos, # on slides - on 15 on your asset attended talk follow up email Jan Feb Feb Apr May Jun Tradeshow ExamplePage 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Success Secret 2: Design Programs to be Measureable • Once you have the goals, decide HOW you will measure – make sure you have a system in placePage 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. Good Example: Measure to Prove ROI Better BestPage 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Success Secret 3: Have a Plan Do not go into any event blind. Make sure it is clear: 1. Who 2. What 3. Where 4. When 5. WhyPage 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Success Secret 4: Stand Out! People are busy - why are you interesting?Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Success Secret 5: Multi-Touch Promotion Typical Webinar Promotion: Typical Webinar Confirmation: Series Invite + Big Bang Confirmation Email Press Release Reminder 2 days prior – T-2 weeks invite Email and Boxpilot T-1 weeks invite v2 Reminder 1 hour prior T-2 days invite Typical Webinar Follow-up: Minutes after event with slides 1-2 days later with recording Phone call (Leads)Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Success Secret 6: Follow-Up Fast 1. Email with slides out within the hour 2. Recording out within 48 hours 3. Immediate sales notifications and “interesting moments” 4. Follow-up survey included requests for a demo 5. Follow-up offers to continue engagementPage 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Success Secret 7: Make it Scalable Use “Tokens” To Parameterize Track Costs and Tags Clone Complete for Measurement ProgramsPage 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Virtual Events© 2013 Marketo, Inc. Marketo Proprietary and Confidential 2012
  • 20. What is a virtual event? Cost effective way to experience the full benefits of a virtual event without the expensive manpower, travel, and time away from the office!Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. To Sponsor or to Host?Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. Good to Great: A Marketing Virtual Event • Hosted virtual event using ON24 • 14 Sessions/ 3 tracks • Exhibit hall with 53 Sponsors • 3 invites and 2 reminder emails sent • 10,183 registered • 3,121 attended • Good to Great Keynote post-event content 7,007 viewsPage 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Event Timeline Example • Choose date • Choose vendor • Assign Booth and session management • Create agenda • Acquire sponsors and speakers • Determine promotion schedule • Choose look and feel • Create or choose content for booth • Event go-live • Post event promotion • Post event archived environment accessPage 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Event Cost Considerations Things to keep in mind: • Technology Platform • Content Creation • Creative Services • PromotionsPage 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Booth and Session Management • Event Manager—sessions • Session content coordination • Communicating with speakers • Moderating sessions • Event Manager—exhibit hall • Assigning booth staff • Booth design • Upload content and videos • Determine prizes or giveaways • Approval for booth editsPage 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Content Agenda ExamplePage 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Sponsorships PackagesPage 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Promotion Schedule • Email • 3 invites o Starting 2 weeks out • Sponsor invites • 2 reminders o 1 day before event and 1 hour • Social • Starting 3 weeks out • 1 tweet per day • 2 posts a week on FB/G+ • Day before 1 post/1 tweet per dayPage 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Look and FeelPage 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Booth and Exhibit Hall ContentPage 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Giveaways For Engagement • Exchanging vCards • Visiting your booth • Attending a session • Downloading content • Completing a survey • Participating in group chatPage 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Post-Event Content • All sessions posted to resources • Slides made available • Videos made available • eBook created from Keynote sessionPage 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Physical Events© 2013 Marketo, Inc. Marketo Proprietary and Confidential 2012
  • 34. Let’s Take a Look at More Examples • Hybrid Event: Roadshow + Live Video Webcast • User Conference • Tradeshow • Networking Party Take Away Tips: Planning + ExecutionPage 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Hybrid Event: Roadshow + Live Webcast • Austin, Texas Live Event @ Hotel • Plus Live Video WebcastPage 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Live Video WebcastPage 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Live Video WebcastPage 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. Hybrid Event: Key Takeaways Planning: • Budget for Hotel Internet Access • Detailed Production Schedule • Pre-event coordination: o Technical: Hotel, AV, Video Crew, ON24 o Speakers: Panelists, Moderator, Clear Directions Execution: • Dedicated Resources Live and OnlinePage 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 40. Summit - Key Roles/Responsibilities Project Mgr. Session Sponsor Name Name Name Name Promotions & Technical Management Packages Reg Event Video Customer Pavilion Budget Videos/Case Logistics Web Studies Upsell Communication Look & Feel CAB Name Name Name Name Event Logistics Press Ent. Exec POC for Sales (F&B) Meetings Prospect/Cust. Event Staffing Analyst Track Onsite Meetings Social Name Name Name Name Prospect Onsite Demos Customer Participation & & Collateral Promotions Support & Help Track Speaker/Blog Keynote Interviews Content/Speak Influencer ers ParticipationPage 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 41. Marketo User Summit Planning: • Email Promotion Schedule • Save the Date • Registration Open • Sessions Announced Execution: • Promotion Segments • Social ReferralPage 41© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Marketo User Summit - Sponsorships Planning: • Sponsorship Tiers based on Value Execution: • Sponsor Handbook • Ongoing Communication • Dedicated OnsitePage 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. Tradeshows – Dreamforce! Planning: • Cross-Functional Team • Be in the Know! Execution: • Be Engaging! • Drive to Booth • Onsite MeetingsPage 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 44. Large Networking Party at SFMOMA Planning: • Partner Promotion Kit • Over Communicate! Execution: • Printed Invite Cards • Security • Line ManagementPage 44© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 45. Networking Party – Partner Branding Examples • Photo Booths • Logo Napkins • Lighted Swizzles • Gobos on Walls • VIP Giveaways • Social Contest • Specialty DrinksPage 45© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 46. 3 Big Key Takeaways 1. Identify what success looks like up front 2. Have a great plan beginning to end 3. Execute on that plan!Page 46© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 47. Q&A bit.ly/Z6PSbaPage 47© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 48. Thank you!© 2013 Marketo, Inc. Marketo Proprietary and Confidential 2012