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How to use Marketo for Events

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Learn How to Master Live Events Using Marketo

You know hosting your own events is one of the best ways to engage with your prospects and customers.

But it can be a challenge to set yourself up for event success within Marketo.

This guide is here to help!

Become a Marketo expert on:

1. Program Setup and Event Registration
2. Email Invitations and Reminders
3. Event check-in and on-site engagement
4. Post-event Follow-up
5. Measuring Event Success and ROI

Published in: Business
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How to use Marketo for Events

  1. 1. HOW TO USE MARKETO To Host Revenue-Driving Events
  2. 2. | How to Use Marketo to Host Revenue-Driving Events | 2 Program Set-up and Event Registration Program Setup and Event Registration .......... 5 Build Your Event Program Set Up Registration Create a Landing Page Draft a Confirmation Email Setting Up Smart Campaigns Keep Sales Informed Share the Registration List Email Invitations and Reminders ...................... 17 Sending Invitations Adding Event Invites to Marketo Sales Insight Targeting Your Invite List via Ad Bridge Sending Reminder Emails Momentum Emails Pre-Event Surveys Event Check-in and On-site Engagement .... 23 Check-In Alerting Sales When Their Targets Arrive Planning for On-Site Engagement Tracking On-site Engagement Enabling Sales with the Right Data Follow-up ................................................................................. 29 Sending Follow-up Emails from Marketing Post-Event Nurtures Post-Event Surveys Sales Follow-up Reporting on Event Success and ROI .............. 35 Basic Event Metrics Advanced Metrics Attendee Breakdown Engagement Report On-site Conversation Tracking Opportunities Sourced from your Event Customer Engagement CONCLUSION ........................................................................ 40 TABLE OF CONTENTS
  3. 3. | How to Use Marketo to Host Revenue-Driving Events | 3 1 Program Setup and Event Registration 2 Email Invitations and Reminders 3 Event check-in and on-site engagement 4 Post-event Follow-up 5 Measuring Event Success and ROI This Guide Is Broken Up Into 5 MAIN SECTIONS: There’s a big shift happening in the world of B2B marketing. The face-to-face interactions are the most powerful touch points in your customer lifecycle. That’s why the average B2B company spends 35% of their marketing budget on events (Demand Metric). But the rise of account-based marketing is changing event strategies as well - 40% of marketers are shifting from large sponsored events to more targeted gatherings (CMO Council). If your company isn’t already hosting events, you’re likely about to start. Since Marketo wasn’t created with live events in mind, it isn’t easy to know how to set yourself up for event success within the platform. BIG SHIFT IN B2B MARKETING: Face-to-face interactions are the most powerful touch points in your customer lifecycle.
  4. 4. | How to Use Marketo to Host Revenue-Driving Events | 4 Program Set-up and Event Registration This guide is here to help! We’ll cover using Marketo from the first invitation to building reports to attribute rev- enue back to your hosted event. Your marketing automation system plays a big role in event success. Whether you’re hosting a micro event around a conference or a twenty city roadshow tour, having the right event processes in place is important. A big part of the event process is choosing the right event technology to extend the powerful capabilities of Marketo to your in-person events to drive more revenue for your busi- ness. Attend’s Revenue Event Marketing platform integrates with Marketo to streamline your event process and empow- er sales success. Whether or not you use Attend, this guide will walk you through how to host a revenue-driving event with Marketo.
  5. 5. | How to Use Marketo to Host Revenue-Driving Events | 5 Program Set-up and Event Registration 1 This section covers everything you need to set up for your event program, registration form, and landing page. It also covers how to keep internal stakeholders informed on who’s registered for the event. Program Setup and Event Registration
  6. 6. | How to Use Marketo to Host Revenue-Driving Events | 6 Program Set-up and Event Registration Every campaign in Marketo starts with a Program. Start by creating a New Program in the appropriate Marketing Activities folder. You’ll need to Name the program, choose Event as a program type and then choose your Channel. We recommend having a Channel for your hosted events that’s separate from events you sponsor, but don’t host. To create a new Channel, you’ll need Admin access (or just ask your Marketo Admin for help). Under Tags, choose New Channel from the “New” menu and create your hosted events Channel. For statuses within the channel, at the very least, you’ll need: Invited, Registered, Attended and No Show. Other statuses to consider includ- ing are Engaged, Qualified, Declined, etc. You will also choose which of these statuses your organization will consider a “Success”. Build Your Event Program
  7. 7. | How to Use Marketo to Host Revenue-Driving Events | 7 Program Set-up and Event Registration **If you’re using Salesforce, don’t forget to sync your Program with a Salesforce Campaign. The easiest way to do this is to create the Program in Marketo first, and then choose “Create New”. This will create a campaign in Salesforce, copying over the Program name and Progression Statuses and marketing any Success status as a Re- sponse. Everything that happens in the Marketo Program will now be mirrored in Salesforce and vice versa. ** Pro Tip ** Create folders in your program to organize local assets. You can do this by asset type (Forms, Emails, Landing Pages…) or by function (Registration, Invites, Follow-up…)
  8. 8. | How to Use Marketo to Host Revenue-Driving Events | 8 Program Set-up and Event Registration The next step is to decide how you are going to collect registrations. You might wish to do this via your event technology like Attend, especially if payment is involved. If you’d like to keep the registration process in Marketo, your next step is to create a Form in your Program to collect registration data. Under the “New” menu on your Program, choose New Local Asset, then select Form. Set Up Registration Once you’ve named and created your form, it’s time to choose what information you’d like to collect from your attendees. By clicking on the purple + sign, you can choose additional Marketo fields to add to the registration form. Don’t forget to approve your Form when you’re done editing. Advanced: Unlike forms on content downloads and webinars, your live events may require unique information from attendees, such as dietary restrictions, t-shirt size, etc. You’ll need to ask your Mar- keto Admin to create these custom fields for you so you can include them on your form.
  9. 9. | How to Use Marketo to Host Revenue-Driving Events | 9 Program Set-up and Event Registration Once you’re happy with your form, it’s time to create some Landing Pages to put it on! Just like with the Form, you’ll choose Create Local Asset under the “New” menu on your Program, then choose Landing Page. You’ll name your Landing Page (we suggest “Registration Page” - Marketo will append the Program name to all local assets, so you don’t need to be more specific), edit the URL (Marketo will create a default URL for you), and choose the Template you’d like to use. Now you can edit your Registration Landing Page! The sky's the limit, but be sure you include the Date, Time, Location, and Agenda (where applicable) of your event, as well as a great description so your prospects and customers want to register! You’ll also need to include the event Registration Form that you created. Create a Landing Page WhenyouaddtheformtoyourLandingPage,itwillaskyoutoselectaFol- low-UpPage.Atthispoint,you’llwanttocreateaThankYouLandingPage to direct your registrants to after they’ve filled out the form. The easiest way to do this is to clone your Registration Landing Page, name it “Thank You Page”, delete the form and add your thanks and any additional de- tails you’d like to share with registrants. Approve this page, then go back to your original Landing Page and update the Form Follow-Up Page and approve your Registration Landing Page. Advanced: If your live event is taking place around a larger confer- ence, such as a dinner or happy hour, you can use the Thank You Land- ing Page as an opportunity to ask your registrants to set up a time to speak with your sales team at the conference with another Form. If your event isn’t taking place around a larger conference, this is still a good opportunity to offer a piece of relevant content or a video. ** Pro Tip ** Creating Social Sharing Buttons Depending on your event, you might want your registrants to help spread the word! A tool like Share Link Generator (http://www.sharelinkgenerator.com/) can help you create social sharing links for Twitter, LinkedIn, Facebook and more. Make sure to include your company handle, the event hashtag (if applicable) and a link to the Registration Page.
  10. 10. | How to Use Marketo to Host Revenue-Driving Events | 10 Program Set-up and Event Registration Now that you have your Landing Pages and Form, it’s time to create a Confirmation Email. Even though your registrants will be sent to the Thank You page, you’ll want to send them an email confirmation as well. Under the Program’s “New” menu, choose Create Local Asset and select Email. Name your email “Confirmation Email” and choose an Template. You’ll want to make this an “Operational Email”. Even if your registrant has unsubscribed in the past, they’ll want to receive these event-specific emails. Once again; the sky’s the limit in terms of design, but you’ll want to include the event name, date, time, location and agenda (where applicable). You should also include links to add this information to their calendars. Make sure to include the event name in the subject line so they can easily identify the email and search for it later. Draft a Confirmation Email ** Pro Tip ** Creating Add to Calendar Links. It’s important to make it easy for your registrants to add your event to their calendars so they’re reminded of your event and don’t double-book their time. Free tools like AddToCalendar (http://addtocalendar.com/) make it easy to create buttons and links to add to your Confirmation Email and Thank You Page.
  11. 11. | How to Use Marketo to Host Revenue-Driving Events | 11 Program Set-up and Event Registration Now that you have your Program, Form, Registration Page, Thank You Page and Confirmation Email, it’s time to set up some Smart Campaigns. Setting Up Smart Campaigns Under the Program’s “New” menu, choose Create Local Asset and select Smart Campaign. Name this campaign “Registration & Confirmation”. This Smart Campaign will update each registrant’s status in the Program and fire off the Confirmation Email. Under Smart List, choose the Fills Out Form Trigger and select your registration form.
  12. 12. | How to Use Marketo to Host Revenue-Driving Events | 12 Program Set-up and Event Registration Under Flow, choose Change Program Status and select your program and the Registered status. Then choose Send Email and select your Confirmation Email. Under Schedule, Activate your Smart Campaign! Now, whenever anyone fills out your registration form, they’ll be marked in the Program (and the synced Salesforce Campaign) as Registered and they’ll receive the confirmation email. Make sure to fill out the form yourself to test what you’ve built!
  13. 13. | How to Use Marketo to Host Revenue-Driving Events | 13 Program Set-up and Event Registration A great way to keep sales informed and enthusiastic about your event is by letting them know when their prospects register. To do this, you’ll need to create an Alert Email. Under the Program’s “New” menu, choose Create Local Asset and select Email. Name this email “Alert - Event Registration” and choose a template. When communicating with sales, it’s always important to be as clear as possible. Make sure you include the event name in the alert email subject. We suggest, “Alert - [EVENT NAME] Registration”. In the body of the email, you’ll want to use Tokens to share details about the registrant. Here’s a simple example: Keep Sales Informed
  14. 14. | How to Use Marketo to Host Revenue-Driving Events | 14 Program Set-up and Event Registration Youcanaddasmanytokensasyouwant,dependingontheinformation your sales team finds important. Lead Status, Email, Phone, etc. could all be good to add. You can also add Tokens to the Subject - adding the Company Name, for example, is a great way to get sales to pay attention to your alerts. Your sales reps will be very interested to know which of their target accounts have registered! There’s no need to create a new Smart Campaign to trigger these alerts, you can simply add this step to your “Registration & Confirmation” Smart Campaign from earlier. Under Flow, choose Send Alert. Select your Alert Email and choose the Lead Owner and anyone else, like your marketing team or a sales manager who might want to receive the alerts.
  15. 15. | How to Use Marketo to Host Revenue-Driving Events | 15 Program Set-up and Event Registration In addition to alerts when individuals register, you can also create a Smart List subscription to send the full registration list to any interested parties, like executives. To do this, you’ll need to create a Smart List and Smart List Subscription. Under the Program’s “New” menu, choose “Create Local Asset” and select Smart List. Name this Smart List “Event Registrants”. Under the Smart List tab, choose the Filter “Member of Program”. Select your event’s Program, then under “Add Constraint” choose Program Status and select Registered. (It’s important to build this list based on the Program Status and not the Form, as people may be added manually if they RSVP through other channels.) Share the Registration List
  16. 16. | How to Use Marketo to Host Revenue-Driving Events | 16 Program Set-up and Event Registration To set up the subscription, under the Smart List’s List Actions menu, choose New Smart List Subscription. Name this Smart List Subscription “{EVENT NAME} Registrations”, select your recipients and frequency. For the end date, choose the day of the event. Now each of these recipients will automatically be emailed the report - no need to update anyone manually. ** Pro Tip ** Once you’ve created your Smart List Subscription, you can edit the Report Columns to share the most relevant information about your registrants.
  17. 17. | How to Use Marketo to Host Revenue-Driving Events | 17 Program Set-up and Event Registration 2 Now that everything is set up to capture registrations, it’s time to invite people to your event! This section covers how to send out your invitations and event reminders via email. Email Invitations and Reminders
  18. 18. | How to Use Marketo to Host Revenue-Driving Events | 18 Email Invitations and Reminders Sending Invitations The first step is choosing who to invite. If you’re hosting a roadshow or your own field event, this will usually be based on some combination of location, job function, and account status. If your event is in conjunction with a larger conference or tradeshow, you might want to segment based on past conference attendance or technology used (i.e. known Marketo customers for an event taking place around Marketing Nation Summit.) Whatever your segmentation strategy, you’ll need to create a Smart List. In your Program’s “New” menu, choose Create a Local Asset and select Smart List, and name it “Invite List”. Under the Smart List tab, choose whatever filters make sense for your event. You can filter by location, status, seniority - any piece of data that you capture in Marketo. Once you have your list, it’s time to create your Invite Email. In your Program’s “New” menu, choose Create Local Asset and select Email. Name this email “Invite #1”. Make sure you include the event name, date, time and location as well as any other details you can think of to encourage people to register. In the Invite Email, your CTA will direct people to register via the Registration Landing Page you created earlier. Once you’ve created your Smart List and Email, go to your Program’s “New” menu, choose Create Local Asset and select Smart Campaign. Name this Smart Campaign, “Send Invite #1 and Change Status”. Under the Smart List tab, choose Member of Smart List, and select the “Invite List” you just created.
  19. 19. | How to Use Marketo to Host Revenue-Driving Events | 19 Email Invitations and Reminders Under Flow, select Send Email and choose Invite #1. Then select Change Program Status and choose your event and the Invited status. Under “Schedule” clicking “Run Once” will allow you to send the invitation now or schedule it for some time in the future. (We recommend inviting people about 3 weeks before a half day or happy hour/dinner event, and 4-6 weeks before a full day event.) When the Smart Campaign runs, it will send Invite #1 to everyone in the Invite List Smart List and change their Program Status to Invited (and their Salesforce Campaign Member Status to Invited, provided you’ve set up the sync.) Note: If you are only inviting a hand-picked list, follow the same instructions, just create a Static List and upload or add to that. While the registrations will come rolling in quickly from the first invite, most events require several invitations to get to your desired number of registrations. To send a second (or third, or fourth) invitation, you’ll simply clone Invite #1 and make any changes you’d like. You can also clone the Smart Campaign, but you’ll want to update it to exclude inviting anyone who has already registered with the Filter Not Program Status was Changed.
  20. 20. | How to Use Marketo to Host Revenue-Driving Events | 20 Email Invitations and Reminders Adding Event Invites to Marketo Sales Insight Beyond invites from marketing, it’s important to enable sales to send personal invites as well. Create a template for sales to use to invite their prospects under your Program’s Local Assets. Make sure to include all the details, so your sales team doesn’t have to remember them! Under Edit Settings, choose Publish to Marketo Sales Insight. Now the email is available for your sales team in Salesforce and the Outlook and Gmail Add-In. They’ll be able to edit and personalize the template when they send it. Targeting Your Invite List via Ad Bridge Email isn’t the only way to invite people to your event! Using your Invite List, under List Actions select Send via Ad Bridge. Now you can target your invite list via the following partners: ADVANCED:
  21. 21. | How to Use Marketo to Host Revenue-Driving Events | 21 Email Invitations and Reminders Sending Reminder Emails Now that you have some great prospects and customers registered for your event, you need to make sure they actually attend! To create a reminder email in Marketo, choose Create Local Asset under the Program’s “New” menu, then select Email and name it “Reminder Email”. You can also clone one of your Invite emails and update the copy. Be sure to include directions, parking information and the agenda and mark this email as Operational. To send the email, choose Smart Campaign from Create Local Asset and name it “Send Reminder”. Under the Smart List tab, choose the filter “Member of Program” and select your event’s Program. Under Add Constraint choose Program Status and select Registered. Under Flow select Send Email and choose your Reminder Email. Under the Schedule tab, you can choose when you want your Reminder Email to go out. We recommend sending the reminder the day before for any breakfast, lunch or all-day events and the morning of for any dinners, happy hours or evening events. Choose Run Once and select the date and time you want your email to go out.
  22. 22. | How to Use Marketo to Host Revenue-Driving Events | 22 Email Invitations and Reminders Consider this - someone registers for your event from your first invitation. Three weeks pass and they don’t hear about your event until the day before…by then, they’ve probably forgotten why they signed up in the first place! Following the same process as the Reminder Emails, you can send emails to your registrants to keep your event top of mind. Videos, contests and speaker or panel- ist announcements are all great ways to stay in touch with your registrants before the event. Momentum Emails You can also use Marketo Forms (or a third party survey provider that integrates with Marketo) to survey registrants be- fore the event. Depending on the length of your event, keep the survey length in mind. Similar to the Momentum Emails, offering registrants a chance to submit questions to speakers and panel- ists or weigh in on what topics they’d like to hear about is a great way to keep your event top of mind. Pre-Event Surveys
  23. 23. | How to Use Marketo to Host Revenue-Driving Events | 23 Program Set-up and Event Registration 3 While Marketo is a great tool for gathering registrations and getting people to your event, the actual event is where you really need event technology to extend Marketo’s capabilities to in-person interactions. After all, you did a lot of work to fill the room with your best prospects and customers, but it’s what happens in the room that drives revenue. This section covers how to make sure you make the most of the in-person interactions with your prospects and customers at your event. Event Check-in and On-site Engagement
  24. 24. | How to Use Marketo to Host Revenue-Driving Events | 24 Event Check-in and On-site Engagement The first thing guests will notice about your event is how you greet them. It’s equally critical to measur- ing your event’s success to know who actually attended. With Marketo alone, you can print out a list and nametags ahead of time or use their limited check-in app to record who arrives. With an event technology like Attend, you can further streamline your check in experience with features like on- demand name badge printing and empower the rest of your team with in app notifications, robust attendee pro- files, and tracking tools. Check-In DEVICES SUPPORTED Marketo Attend iPhone ✓ iPad ✓ ✓ Android Tablets ✓ Laptop ✓ CONNECTIVITY Online ✓ push to sync ✓ auto sync Offline ✓ ✓ ATTENDEE CHECK-IN Capture Walk-ins ✓ ✓ QR Code Scanning ✓ Check-in alerts Text, Email, & Push Notifications Registration List Sorting Search All Fields + Filter Event Stats ✓ ✓ ON-SITE ENGAGEMENT Customized Profile View of Attendees ✓ Social Profiles with photos (LinkedIn, Twitter) ✓ Ability to log notes & follow-up tasks ✓ UPDATING SYSTEMS Update SFDC Member Status ✓ ✓ Update Marketo Program Status ✓ ✓ Update fields on the fly Update basic fields Update any field Supports stickers or cardstock ✓ ON-DEMAND NAME BADGE PRINTING Supports stickers or cardstock ✓ Wireless printing ✓
  25. 25. | How to Use Marketo to Host Revenue-Driving Events | 25 Event Check-in and On-site Engagement If you’re using only Marketo, you can try their Check-In app (iPad only) or you can use a Google Doc or printed list to record people as they arrive at your event. You should also have a plan in place to capture information on any walk-ins. You can add them via the Marketo App, have the landing page up on a nearby laptop, or have them write down their information on a piece of paper. Event technology that integrates with Marketo (like Attend) will auto- matically sync back to your Program and change the Program Status. If you choose to record attendance another way, you’ll need to get that information back into Marketo manually. To do this, gather all of the attendee information into a CSV file. Under your Program’s “New” menu, Create Local Asset and choose List. Name this list “Attendees”. Under List Actions, choose Import List and import your CSV. Once your CSV is imported, under the Leads tab of your List, click Select All. Then go to the Lead Actions menu and choose Change Program Status from the Programs category. Choose your event’s Program and select the status Attended. This will also change the Member Status in your synced Salesforce Campaign. Similarly, you will want to record registrants that did not attend. Go back to your Event Registrants Smart List and under the Leads tab click Select All. Then go to the Lead Actions menu and choose Change Program Status from the Programs category. Then choose your event Program and the Status No Show. Alternately, an event technol- ogy with a deep Marketo integration will be able to automate these status changes. Alternately, an event technology with a deep Marketo integration will be able to automate these status changes.
  26. 26. | How to Use Marketo to Host Revenue-Driving Events | 26 Event Check-in and On-site Engagement Choose your event’s Program and select the status Attended. This will also change the Member Status in your synced Salesforce Campaign. Similarly, you will want to record registrants that did not attend. Go back to your Event Registrants Smart List and under the Leads tab click Select All. Then go to the Lead Actions menu and choose Change Program Status from the Programs category. Then choose your event Program and the Status No Show. Alternately, an event technology with a deep Marketo integration will be able to automate these status changes. Alternately, an event technology with a deep Marketo integration will be able to automate these status changes.
  27. 27. | How to Use Marketo to Host Revenue-Driving Events | 27 No matter how great your event is, if sales isn’t engaging with the people in the room, your event will struggle to drive revenue for your company. With an event technology like Attend, sales can have an app in their hand that alerts them when their top prospects arrive. With Marketo alone, the best you can do is show them the check-in list at the event, whether that’s a static list of the Marketo app: Event Check-in and On-site Engagement Fail to plan? Plan to fail. You should work with your sales team ahead of the event to create an engagement plan for attendees at the event. You might want a later-stage prospect to be introduced to a customer, a customer to meet your CEO, etc. With Attend’s Playbook feature, you can meet with your sales team and anyone who will be on-site at the event and put together a plan for engagement. Attend automatically creates a “to do list” for your team by assigning attendees to their owner from Salesforce. If cer- tain reps won’t be at the event, you can easily reassign ownership on specific attendees to other people on your team. And each person gets their own to do list in the Attend mobile app where they can track engagement with their guests. If you’re using Marketo alone, either using your Registrations Smart List or referring to the synced Salesforce campaign, you can still meet with your sales team to put together your engagement plan. With the right event technology in place, you can further enable sales engagement by providing alerts when assigned attendees arrive at the event and views of assigned attendees. Planning for On-Site Engagement Alerting Sales When Their Targets Arrive
  28. 28. | How to Use Marketo to Host Revenue-Driving Events | 28 Event Check-in and On-site Engagement With Marketo’s Check-In app, you can only measure attendance. You can then export all of the attendees into a Google Doc or simi- lar and ask sales to indicate who they spoke to and if they consider that person qualified. Then you can upload this list into Marketo and change their Program Status to “Engaged” or “Qualified”. Event technology like Attend allows you to measure sales engage- ment at each event. The right technology empowers your on-site team to use their time wisely to have the right conversations and track them. With Attend’s mobile app,reps have their own personal- ized “to do list” for the event, where they can record notes on their conversations, indicate attendee engagement, and automatically sync this information back to Marketo and/or Salesforce. This way, your reps can record conversations when they are top of mind instead of days later back in the office with no point of reference other than scribbles on some business cards. There’s a big difference between someone stopping by for a free drink at your happy hour and an in- depth conversation with your sales team. And although sales may re- member the conversation and follow-up (no promises there), it’s im- portant that you get that information back into your systems so you can properly evaluate the program’s success. Tracking On-site Engagement If your organization has an inside sales model, chances are your reps are responsible for a large number of accounts. With the right event technology, you’ll be able to take any of the great data in Marketo and Salesforce and put it in the hands of your on-site team. Having access to attendees’ stage in the customer lifecycle, last ac- tivity, and social profiles will help keep face-to-face conversations relevant and impactful. Enabling Sales with the Right Data
  29. 29. | How to Use Marketo to Host Revenue-Driving Events | 29 Program Set-up and Event Registration 4 Now that your event has occurred, and you’ve (hopefully) recorded all of the attendee data in Marketo, it’s time to send follow-up emails. This section covers how to send marketing follow-up emails via Marketo, set up a post-event nurture, and how to pass over the right prospects to sales. Follow-up
  30. 30. | How to Use Marketo to Host Revenue-Driving Events | 30 Follow-Up Sending Follow-up Emails from Marketing At the very least, you’ll want to craft one email for attendees and another for now-shows. At the very least, you’ll want to craft one email for attendees and another for no-shows. These emails can include things like recaps, videos, photos or relevant content and offers. You could go further and send marketing follow-ups based on personas or engage- ment level, or place them into a nurture stream or Engagement Program (see Advanced section). You will create your follow-up emails as before, by creating local assets in your event program. After you’ve created and approved your follow- up emails, you’ll create a Smart Campaign to send them–name this Smart Campaign “Send Follow-up Emails”. Under Smart List, you’ll choose everyone in your Program with a Status of Attended or No Show (or Engaged, Qualified...any status passed Invited in the Program hierarchy). To do this, select the filter Member of Program and choose your event Program. Click Add Constraint and choose Program Status, then select the appropriate statuses.
  31. 31. | How to Use Marketo to Host Revenue-Driving Events | 31 Follow-Up Now, you’ll select who will receive each follow-up email. Under Flow, choose Send Email and click Add Choice. Now you can choose filters like Program Status to dictate who will receive which email. In a simple scenario, with just two follow-ups for attendees and no shows, it will look like this: Under the Schedule tab, choose a date and time for the email to go out.
  32. 32. | How to Use Marketo to Host Revenue-Driving Events | 32 Follow-Up Post-Event Nurtures If you’re running a roadshow or series of events, you can prepare a longer nurture track for attendees. You can still include an event- specific follow-up email, and then enter them into a post-event nur- ture stream or you can place them directly into the nurture stream. Putting attendees and no shows in a post-event nurture steam al- lows you to extend the value of the physical event and create ad- ditional sales-ready leads. Here’s a simple example of a post-event Engagement Program, but you can segment the post-event nur- tures further, such as by persona. If you’d like to send the event-specific email first, simply add an additional flow step to your Send Follow-up Email Smart Cam- paign. Choose Add to Engagement Program and use Add Choice to add Members according to Program Status. If you’d like to enter them directly into nurture without a specific follow-up email, just include the Add to Engagement Program Flow step. Post-Event Surveys You may want to collect feedback after your event. You can create your own custom fields, forms and landing pages in Marketo if you want to get all the data back in Marketo, or you can work with a sur- vey tool that integrates with your systems. When collecting such sur- vey data, it might make sense to capture only some answers in Mar- keto. You can also send short surveys to no shows to determine why they didn’t attend.
  33. 33. | How to Use Marketo to Host Revenue-Driving Events | 33 Follow-Up Sales Follow-up While all registrants will receive follow-up from marketing, your lead process will determine who should receive follow-up from sales. There are a few ways to handle passing event attendees and no shows to sales. Here are three options for passing. Pass all attendees to sales Depending on your organization, you might pass over everyone who registered for your event. In this case, you’ll mark every- one with a status of Attended, No Show Engaged, etc. as a Mar- keting Qualified Lead (MQL) and add them to the workflows set up to assign MQLs to sales. Lead Scoring If you’re capturing attendance, you can use your event’s pro- gram status in your lead scoring model. You can assign differ- ent weighting to attendees and no shows, combined with your demographic or fit scoring, and allow Marketo to MQL and pass to sales anyone who reaches your thresholds. This allows you to provide better leads to sales than passing over everyone.
  34. 34. | How to Use Marketo to Host Revenue-Driving Events | 34 Follow-Up Passing over Engaged Attendees If you’re working closely with your sales team at the event and have a great technology partner, beyond knowing who attended, you’ll also know who was engaged with sales and wants a follow-up. With an event technology partner like Attend, your reps can push fol- low-up tasks right into Salesforce and you can track engagement back to Marketo. Now you can pass over the most sales-ready new leads and ensure that anyone involved with current pipeline and customers also receive the proper contextual follow-up, instead of starting from scratch because you didn’t track your conversations. And because so many smaller events are largely about pipeline ac- celeration, the number of new leads or MQLs might be low, but the events are still powerful revenue drivers if you handle follow-up with sales well. Whichever method you follow, be sure to set up Service Level Agree- ments (SLAs) with your sales team to ensure that follow-up occurs in a timely manner. ** Pro Tip ** Now that you’ve created your first Event Program, you can now clone the entire Program for your next event! Then you can just update the Emails, Landing Pages and Smart Lists.
  35. 35. | How to Use Marketo to Host Revenue-Driving Events | 35 Program Set-up and Event Registration 5 Now that your event is over and you’ve passed the most engaged attendees to sales, it’s time to dive into measuring your success. Reporting on Event Success and ROI
  36. 36. | How to Use Marketo to Host Revenue-Driving Events | 36 Reporting on Event Success and ROI Basic Event Metrics Basic event metrics include Invites, Registrants, Attendees, and MQLs passed to sales from the event. You might measure these with Marketo’s advanced reporting products or just by viewing Members by Program Status or the Salesforce Campaign. By cohorting your MQLs by type, you’ll be able to see how event MQLs convert in comparison to other programs. You’ll also want to examine the drop-off rate from registrants to attendees, which will help you know how many people to expect at future events based on registration numbers. 500 150 100 Invited Registered Attended 30% 66% Advanced Metrics There many other metrics you should track coming out of your events. Using event technology like Attend you’ll have access to event- level performance insights that will help you track and socialize your event’s success. You’ll also have the ability to sync accurate attendee and engagement data into Marketo and your CRM, which will help you get deeper in- sights about the impact of your events in the context of your broader marketing investment. You may also want to employ other advanced analytics tools (Bizible, InsightSquared, Full Circle Insights, Brightfunnel, etc.) or Marketo’s Revenue Cycle Engine to further analyze your event’s impact.
  37. 37. | How to Use Marketo to Host Revenue-Driving Events | 37 Reporting on Event Success and ROI Attendee Breakdown If you’ve properly recorded attendee information in Marketo, you will be able to report on the breakdown of customers, opportunities and newly engaged prospects in the room. You can further slice and dice this information based on what’s important to your team and event strategy. What is the value of the pipeline in the room? Were the newly engaged attendees from target accounts? How many net new contacts were there? What personas were represented? Engagement Report With event technology like Attend, you’ll be able to track engage- ment among attendees. Much like the drop off rate from registrants to attendees, there is a drop off from attendees to engagement with sales. If you find that many of the attendees at your event are not en- gaging with sales, you may have a lack of alignment, need to do more engagement planning, or alter the ratio of sales people to attendees at your events. If you’re measuring your engagement mapping efforts, you can see which members of your team are engaging most effectively and in- form future event staffing decisions. It’s never good to waste an op- portunity to build relationships! Attendee Breakdown 25% Current Customers 15% New Leads 60% Active Prospects
  38. 38. | How to Use Marketo to Host Revenue-Driving Events | 38 Reporting on Event Success and ROI On-site Conversation Tracking You know people showed up and you know who they are, but what did they talk about? You can read notes from conversations your sales team had on the phone, but not events. With Attend’s Mo- bile App, your reps can log conversation notes in real time that sync back to Salesforce. Whether you have a way to empower your reps to take notes on-site, or just attempt to collect it from your reps after the event, being able to report on these conversations holistically will add valuable color. Opportunities Sourced from your Event If you’re syncing your Marketo Program to a Salesforce Campaign, you can track Opportunities sourced from your event by Primary Cam- paign Source. Because this is based on Campaign Responses, you can pull a simple report from Salesforce to look up Opportunities created with your event’s Campaign as the Primary Campaign Source.
  39. 39. | How to Use Marketo to Host Revenue-Driving Events | 39 Reporting on Event Success and ROI Opportunities Influenced by your Event An event is just one touch (although a powerful one) during your customer lifecycle. Many attendees at your event will already be en- gaged with sales, especially if the event’s purpose is to accelerate exist- ing pipeline, rather than lead generation. If you have event technology like Attend in place, you can view how your events are sourcing and influencing opportunities. Seamless inte- gration with your existing systems also allows you to employ advanced marketing attribution reporting across your event programs. Customer Engagement Do your events help drive renewals, upsell and advocacy? If you’re tracking attendance and engagement, you’ll be able to use those same opportunity influence reports on your renewal opportunities and re- port on the impact your events have on customer growth. Events like user groups and customer summits are important business invest- ments and it’s crucial to measure their impact. Do renewals increase when customers attend your events?
  40. 40. | How to Use Marketo to Host Revenue-Driving Events | 40 CONCLUSION With a little bit of work, you can run a great event with Marketo. Paired with an event technology like Attend, you can maximize the efficiency and impact of your events. If you’re interested in learning more about how Attend can help you drive more revenue from your events, request a demo today. CONTACT US We’d love to talk more about how Revenue Event Marketing can find a home at your organization. We’re always here to help and you can reach us in any way below that suits your style. PHONE: 866 750 2673 EMAIL: hello@attend.com TWITTER: @AttendInc FACE-TO-FACE: 10 Post Office Square Boston, MA 02109

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