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Power of Personalized Event Experiences in Accelerating the Sales Cycle

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  • 1. Power of Personalized Events in Accelerating the Sales Cycle Betsy Zikakis, VP Marketing Patrick Cava, Product Marketing
  • 2. Maximize Event Value for all Stakeholders Marketers, Exhibitors/Sponsors, Attendees Proven Platform Support for Millions of Attendees Partner with Event and Marketing Solutions Enterprise EcoSystem +600 Customers Execute Complex Events at Scale Established SaaS Business Robust Infrastructure
  • 3. Events help Buyers Move Themselves Through the Buying Cycle Map the Market AWARENESS Increase Knowledge & Connections Dive into the Details CONSIDERATION Build Relationships RESEARCH Overcome Issues ENGAGEMENT Hone Best Practices BUY Learn New Directions
  • 4. A Traditional Approach Experience Generalized Connections Existing Networks Participation Limited
  • 5. A New Approach Experience Personalized Connections 1:1 Appointments Participation Mobile & Social
  • 6. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need Customer Late Stage Prospect ? ? ? VP ? Analyst Early Stage Prospect
  • 7. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need Customer Late Stage Prospect ? ? ? VP Understand Who They Are ? Analyst Early Stage Prospect
  • 8. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need • • • • Product Usage Integration Capabilities Late Stage Prospect New Product Releases Product Training Customer ? • • ? Market Trends Thought Leadership ? VP Deliver Content They Need • • Product Capabilities Differentiators ? Analyst Early Stage Prospect
  • 9. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need • • • • Product Usage Integration Capabilities Late Stage Prospect New Product Releases Product Training Customer ? • • ? Market Trends Thought Leadership ? • • Product Capabilities Differentiators ? Analyst VP Orchestrate Connections They Value Early Stage Prospect
  • 10. Personalized Event Experiences
  • 11. Personalized Event Experiences Attendee Profiles Name: Susan Smith Email: ssmith@silverstone.com Twitter: @silversue Title: VP, Engineering Industry: Financial Services Company: Silverstone Financial Revenue: >$500 million Stage: Engaged Lead Opportunity Value: ? Time to Purchase: ? Considering: ADTech, P3, DMR Interests: Mobile, SDL Objectives: Early Research Name: Matt Wang Email: mwang@stone.com Twitter: @mattwang Title: Software Engineer Industry: Manufacturing Company: Stone Industries Revenue: >$100 million Stage: Customer Opportunity Value: $16,000 Time to Purchase: 30 Days Considering: ADTech Interests: Testing Objectives: New Features
  • 12. Personalized Event Experiences Recommended Content Executive Level Recommendations Technical User Recommendations
  • 13. Personalized Event Experiences Matched Appointments
  • 14. Personalized Event Experiences Self-Scheduled Appointments
  • 15. Personalized Event Experiences Personalized Event View
  • 16. Personalized Event Experiences Accessible on Mobile Devices
  • 17. Accelerate Revenue, Build Customer Loyalty AWARENESS CONSIDERATION RESEARCH ENGAGEMENT BUY
  • 18. Integrate Events into the Revenue Cycle AWARENESS CONSIDERATION RESEARCH ENGAGEMENT BUY Rich Attendee Profiles Name: Susan Smith Email: ssmith@silverstone.com Twitter: @silversue Title: VP, Engineering Industry: Financial Services Company: Silverstone Financial Revenue: >$500 million Stage: Engaged Lead Opportunity Value: $250,000 Time to Purchase: 6 months Considering: ADTech, P3, DMR Interests: Mobile, SDL Objectives: Early Research Sessions: Market Trends, Mobile Dev, Agile Leadership Meetings: Analyst (2), Partners (1) Social: Shares (7), Tweets (9)
  • 19. Why Marketo-Certain Solution? Incorporates events within the extended digital marketing enterprise • • • • • Best of breed event management paired w/ B.O.B. marketing automation Use existing data to inform event experience and streamline process Optimize sales and marketing follow-up Provide marketing and sales real-time insight into event behavior, engagement, and interest Measure ROI of event spend more effectively Event Management Marketing Automation CRM
  • 20. Before Event Attendee Profile First Last Title Phone Mobile Address State Postal Middle Salutation Company Email Marketo ID City Country Fax Custom Revenue Customer Type Stage Social Industry T-Shirt Size Prod Interest Considering Import Profile Data Design Event
  • 21. During Event Update Profile Interest Social Middle Preferenc es Track Progress and Impact Status Reg Status Site Tracking Polls/Q’s Profile First Last Title Phone Mobile Address State Postal Middle Salutation Company Email Marketo ID City Country Fax Create new CRM
  • 22. After Event Update Status + Behavior Attend Status Site Tracking Sessions Payments Gamification Cost Polls/Q’s Appointments Site Tracking Travel Ratings Reg Source Follow-Up + Measure CRM
  • 23. After Event Update Follow-Up + Measure Status + Behavior Attend Status Site Tracking Sessions Payments Gamification Cost Polls/Q’s Appointments Site Tracking Travel Ratings Reg Source CRM Pipeline Velocity – Days per Stage Personalized Events 148.6 Average Events 185.6
  • 24. Personalized Events Accelerate Sales • • • • Product Usage Integration Capabilities Late Stage Prospect New Product Releases Product Training Customer ? • • ? Market Trends Thought Leadership ? • • Product Capabilities Differentiators ? Analyst VP Accelerate Buying Cycle Capture Attendee Interests and Preferences Incorporate Events in the Revenue Cycle Early Stage Prospect
  • 25. Q&A Patrick More on this from Personalized Event Experiences How Marketers Accelerate Revenue with Events Digitizing Events More information at: www.certain.com