The State of B2B Event Marketing

State of B2B Event Marketing Perception vs. Reality and the Future of Event Marketing December 2011 sponsored by: 1

BOB FELSENTHALPublisherBtoB Magazine

OUR SPONSOR

CHRISTOPHER HOSFORDEast Coast Bureau ChiefBtoB Magazine

TWEET #B2BWC

Our Panel Maria Pergolino John DiStefanoSenior Director of Research Director Marketing BtoB magazine Marketo

Outline I. Introduction II. The State of B2B Events III. Challenges and Opportunities IV. What Marketers Want V. Value Propositions VI. Exploring Possible Solutions IV. The Event Management Marketing Automation Value Proposition V. Triggers & Obstacles 7BtoB magazine

Introduction 8BtoB magazine

Methodology•In a 2011 study the true population of B2B marketing professionals inthe US was researched via a 30 question online survey.•A representative sample of the BtoB marketers audience was invited toparticipate in the survey via email.•A sample of 309 completes was achieved.•Confidence Interval: 95%•Margin of Error: +/- 5.6%Methods and procedures adhere to the standards and ethics establishedby the Market Research Association (MRA-net.org). Individualparticipant or participant company names are not disclosed. Results arereported in aggregate only. Fair Use Policy All rights reserved. Crain Communications BtoB magazine. BtoB magazine grants the right to use when attributed to Crain Communications/BtoB magazine. The opinions expressed herein are subject to change without notice. 9 BtoB magazine

Poll Q #1As We Enter 2012- What Does Your Event Marketing Budget Look Like?A) IncreasingB) DecreasingC) Remaining the SameD) Not Sure YetBtoB magazine

The State of B2B Events 11BtoB magazine

Key StatisticsLive and Virtual Company Events Per Year: 14 Third Party Events Per Year: 12Live Events: 16 Events Per YearVirtual Events: 12 Event Per Year Dedicated Events Sales Team: 35% Responsible for All Events: 71% Offline Events: 29% 12BtoB magazine

Events Share of Marketing Budget Percentage of Marketing Budget Allocated to Events Average: 20% 3% 3% 1% 4% 15% 0% 7% 1%-5% 6%-10% 11%-15% 6% 16%-20% 21%-25% 18% 7% 26%-30% 31%-35% 36%-40% 10% 41%-45% 46%-50% 14% Greater than 50% 13% Question: What percentage of your marketing budget, including all costs (e.g. salaries, advertising, overhead, etc), do you allocate to events? N=309BtoB magazine Source: BtoB magazine: State of Event Marketing, July 2011

Highest Revenue Activity All Events Highest Revenue Activity of All Events Third party events 61% Self-produced events 44% 0% 10% 20% 30% 40% 50% 60% 70% Question: In thinking about your events (i.e. physical and virtual), which category most accurately describes your highest revenue activity? N=309 Source: BtoB magazine: State of Event Marketing, July 2011BtoB magazine

Sales Lead Funnel for Events--Trends Trend toward Measuring Sales Lead Funnel for Events 5% 2% Increasing 28% Remaining the same Decreasing None 65% Question: How would you describe your organizations trend of involvement with measuring the sales leads funnel in reference to events? Participation ... N=309BtoB magazine Source: BtoB magazine: State of Event Marketing, July 2011

What Marketers Want 16BtoB magazine

Event Program Goals Event Program Goals 90% 83% 80% 72% 72% 70% 57% 60% 46% 50% 40% 32% 30% 20% 10% 0% Generate Customer Build brand Product Drive demand Customer leads engagement education and upsell training Question: What are the goals of your event programs? (Check all that apply). N=309 Source: BtoB magazine: State of Event Marketing, July 2011BtoB magazine

Marketing Automation Tools Used for Events Tools Used for Events Webinar softw are (e.g. Webex, Gotow ebinar, 85% ON24) Marketing automation softw are (e.g. Marketo, 24% Eloqua) Payment softw are (e.g. 16% RegOnline, Cvent) Virtual event softw are 11% (e.g. INXPO, On24) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Question: Which of the following tools do you use for the marketing automation of event management? (Check all that apply). N=309BtoB magazine Source: BtoB magazine: State of Event Marketing, July 2011

Top Ranked Value Proposition Top Ranked Value Proposition Measure ROI Drive attendance (i.e. lead generation) 5% 2% Deploy post-event campaigns 7% 25% Integrate w ith CRM softw are 7% (e.g. Salesforce.com) Increase aw areness 8% Streamline logistics Scalability 8% 18% Personalize communication 10% Manage registrations 11% Integrate w ith w ebinar softw are (e.g. Webex) Question: Please select the ONE most important reason you would you consider using a marketing automation program applied to events? Source: BtoB magazine/btobonline.com: State of B2B Event Marketing, July 2011BtoB magazine

Poll Q #2On a scale of 1-5-How likely are you to use a marketing automation tool to facilitate your event and marketing programs? (low) 1-2-3-4-5 (high)BtoB magazine

Exploring Possible Solutions 21BtoB magazine

Measuring Sales Lead Funnel for Events 38% 40% 35% 30% 27% 25% 18% 20% 15% 12% 10% 5% 5% 0% Stage One: No Stage Tw o: Stage Three: Stage Four: Very Stage Five: Fully integration. We do Somew hat Moderately integrated. integrated. We not measure the integrated. integrated. center our events sales leads funnel on sales leads of our events. funnel measurement from aw areness to conversion. Question: Please select which stage your company is at in reference to measuring the sales leads funnel for events. N=309 22 Source: BtoB magazine: State of Event Marketing, July 2011BtoB magazine

Marketing Automation Applied to Events-- Value Proposition•Marketing Automation Has Become Mission-critical For B2B Firms(Forrester Research, April 2011) Measure ROI Enabler: CRM: Drive Attendance (Lead Generation) Salesforce.com Email Triggers (invites, reminders, post-event deployments, tracking, etc.) 23BtoB magazine

Marketo ExampleBtoB magazine

Value Proposition for Marketing Automation for Events • Measure ROI --#1 •# 2 Drive Attendance •Tied for #3, #4 •Deploy post-event campaigns •Integrate with CRM 25BtoB magazine

Marketo ExampleGoodBetterBest 26 BtoB magazine

Marketo Example First-touch allocation, multi-touch allocation, investment, volume, etcScreenshot: Marketo Revenue CycleBtoB magazine Analytics

Role of Automation in Events How Automation Contributes to Successful Event Email invitation campaigns 65% Event invites 53% Event reminders 52% Tracking registrants 42% Event landing pages 40% Tracking invitees 35% Social media 32% Prospect targeting 31% One-to-one invitations 27% Cloud-based lists 6% 0% 10% 20% 30% 40% 50% 60% 70% Question: How do you use automation to prepare for a successful event? N=309 Source: BtoB magazine: State of Event Marketing, July 2011 28BtoB magazine

Role of Automation in Follow-up after Events How Automation is Used to Follow-up After Events Event follow ups 50% Not at all 30% Tracking attendees 27% Prioritizing sales follow 21% up (lead scoring) Nurturing 19% 0% 10% 20% 30% 40% 50% 60% Question: How do you use automation to follow-up after events? N=309 Source: BtoB magazine: State of Event Marketing, July 2011 29BtoB magazine

Obstacles to Marketing Automation for Events --Cost Issue • Resources or cost primary obstacle •Inability to find trained staff non-issue 30BtoB magazine

Maria Conclusions @Inboundmarketer 31BtoB magazine

Thank You! December 2011 sponsored by: 32BtoB magazine

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The State of B2B Event Marketing

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