7 Keys to Driving OnlineEvent Sponsorship ROI
Presenter                                       Program            Morgan Cantrell                     BrightTALK Academy ...
Agenda Selecting the right online events to sponsor Asking organizers the right pre-event questions Standing out while ...
7 Keys to Online Event Sponsorship ROI   Selecting the right online#1 events to sponsor                                   ...
Editorial timing   5
Audience profiles   6
Awareness                         Market/industry/customer pain pointsConsideration                                   Case...
7 Keys to Online Event Sponsorship ROI     Asking organizers the right#2   pre-event questions                            ...
1. How do you acquire the audience for the program?           Acquiring audience                         9
1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?        Can you trac...
1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will ...
1.   How do you acquire the audience for the program?2.   How can I promote my own content to my audience?3.   How quickly...
1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will ...
1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will ...
1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will ...
7 Keys to Online Event Sponsorship ROI     Standing out while fitting in#3   with multi-sponsor events                    ...
Exclusiveprograms   Layered webinar program   17
ExclusiveprogramsPartnerprograms   Layered webinar program   18
ExclusiveprogramsPartnerprogramsMulti-vendorprograms   Layered webinar program   19
7 Keys to Online Event Sponsorship ROI     Creating content that attracts#4   your target audience                        ...
How can organizers help?   21
Provide a content map   22
7 Keys to Online Event Sponsorship ROI     Obtaining the best possible#5   lead lists for your objectives                 ...
Organizers should know:         Who is in their community         What are their motivations         What are their int...
Prioritize leads based on:         Content viewed         Viewing live or on-demand         Engagement         Demogra...
Name:      John Smith               Viewing data:                                                         Vote:    Company...
7 Keys to Online Event Sponsorship ROI     Aligning lead follow-up to#6   drip campaigns                                  ...
Be campaign-ready   28
7 Keys to Online Event Sponsorship ROI     Optimizing the marketing to#7   sales hand-off                                 ...
Establishing lead SLAs   30
Sales enablement   31
7 Keys to Online Event Sponsorship ROISummary#1  Select the right online events to sponsor#2  Ask organizers the right pre...
33
Upcoming SlideShare
Loading in …5
×

7 Keys To Online Event Sponsorship ROI

1,206 views

Published on

With big lead generation quotas and demanding sales teams, marketers need to know which online events will get them the right quality and quantity of leads, how to get the audience\'s attention and how to turn that engagement into a long-term relationship with their brand. Attend this webinar to learn proven best practices for driving sponsorship ROI in the digital world.

TOPICS COVERED:
- Selecting the right online events to sponsor
- Asking organizers the right pre-event questions
- Standing out while fitting in to multi-sponsor events
- Creating content that attracts your target audience
- Obtaining the best possible lead lists
- Aligning follow-up messaging with your campaign
- Optimizing sales and/or marketing follow-up timing

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,206
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

7 Keys To Online Event Sponsorship ROI

  1. 1. 7 Keys to Driving OnlineEvent Sponsorship ROI
  2. 2. Presenter Program Morgan Cantrell BrightTALK Academy Sr. Marketing Programs Manager @brighttalk BrightTALK @morgancantrellHost David Pitta Sr. Marketing Manager BrightTALK @davepitta #BrightTALK BrightTALK Academy 2
  3. 3. Agenda Selecting the right online events to sponsor Asking organizers the right pre-event questions Standing out while fitting in to multi-sponsor events Creating content that attracts your target audience Obtaining the best leads for your objectives Aligning lead follow-up with drip campaigns Optimizing the marketing to sales hand-off 3
  4. 4. 7 Keys to Online Event Sponsorship ROI Selecting the right online#1 events to sponsor 4
  5. 5. Editorial timing 5
  6. 6. Audience profiles 6
  7. 7. Awareness Market/industry/customer pain pointsConsideration Case studies and whitepapers Preference Product and service information Loyalty Educational materials, success stories, support “…want content that directly addresses the issues they 61 % TECH BUYERS face at each point in the decision process.” Source: Knowledge Storm / Marketing SherpaContent by funnel stage 7
  8. 8. 7 Keys to Online Event Sponsorship ROI Asking organizers the right#2 pre-event questions 8
  9. 9. 1. How do you acquire the audience for the program? Acquiring audience 9
  10. 10. 1. How do you acquire the audience for the program?2. How can I promote my own content to my audience? Can you track my promotional activities? Promoting your own content 10
  11. 11. 1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will leads be delivered after the event? Lead delivery 11
  12. 12. 1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will leads be delivered after the event?4. How do I secure a prime speaking time slot for my thought leader? Who will speak before/after us? Speaking time slot 12
  13. 13. 1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will leads be delivered after the event?4. How do I secure a prime speaking time slot for my thought leader?5. Can you help me secure a speaker or make recommendations of someone to work with? Speaker needs 13
  14. 14. 1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will leads be delivered after the event?4. How do I secure a prime speaking time slot for my thought leader?5. Can you help me secure a speaker or make recommendations of someone to work with?6. Do you provide direction on the type of content that will address the needs of my target audience? What are my target buyers watching now? Content recommendations 14
  15. 15. 1. How do you acquire the audience for the program?2. How can I promote my own content to my audience?3. How quickly will leads be delivered after the event?4. How do I secure a prime speaking time slot for my thought leader?5. Can you help me secure a speaker or make recommendations of someone to work with?6. Do you provide direction on the type of content that will address the needs of my target audience?7. Will the content be made available on demand, and for how long? Can we repurpose the content on our website? On demand availability 15
  16. 16. 7 Keys to Online Event Sponsorship ROI Standing out while fitting in#3 with multi-sponsor events 16
  17. 17. Exclusiveprograms Layered webinar program 17
  18. 18. ExclusiveprogramsPartnerprograms Layered webinar program 18
  19. 19. ExclusiveprogramsPartnerprogramsMulti-vendorprograms Layered webinar program 19
  20. 20. 7 Keys to Online Event Sponsorship ROI Creating content that attracts#4 your target audience 20
  21. 21. How can organizers help? 21
  22. 22. Provide a content map 22
  23. 23. 7 Keys to Online Event Sponsorship ROI Obtaining the best possible#5 lead lists for your objectives 23
  24. 24. Organizers should know:  Who is in their community  What are their motivations  What are their interests  What are they buying and when A B C D D A B C A A B B C D A C D A On-demandLive event 24 Choosing the optimal lead 24
  25. 25. Prioritize leads based on:  Content viewed  Viewing live or on-demand  Engagement  Demographics:  Title, location, company A C D B B D A C A A B B C D A C D A On-demandLive event Leads are not created equally 25
  26. 26. Name: John Smith Viewing data: Vote: Company: Virtualized Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Are you considering a Cloud Title: Data Center Manager Virtualized Data Center Roundtable Recorded 38:20 Services Initiative? Phone: 415-555-1234 Answer: Email: jsmith@virtualized.com Yes, currently in planning Level: Director Questions asked: stageCompany size: 2500-5000 What do you see as the future of the cloud? Private and internal or Feedback: Industry: High tech public/external? Feedback: Country: USA What are the challenges for existing Server management solutions Great presentation! State: CA like Server Automation (Opsware) or BMC’s BladeLogic in managing Rating Zip: 94105 virtual systems? RatingSurvey (terms): Yes, I accept 4/5 A B C D D A B C A A B B C D A C D A On-demand Live event 26 Lead deliverables 26
  27. 27. 7 Keys to Online Event Sponsorship ROI Aligning lead follow-up to#6 drip campaigns 27
  28. 28. Be campaign-ready 28
  29. 29. 7 Keys to Online Event Sponsorship ROI Optimizing the marketing to#7 sales hand-off 29
  30. 30. Establishing lead SLAs 30
  31. 31. Sales enablement 31
  32. 32. 7 Keys to Online Event Sponsorship ROISummary#1 Select the right online events to sponsor#2 Ask organizers the right pre-event questions#3 Stand out while fitting in to multi-sponsor events#4 Create content that attracts your targetaudience#5 Obtain the best leads for your objectives#6 Align lead follow-up with drip campaigns#7 Optimize the marketing to sales hand-off Morgan CantrellQuestions? Sr. Marketing Programs Manager BrightTALK @ morgancantrell 32
  33. 33. 33

×