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Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Events


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In an increasingly digital world, face-to-face still matters. In-person events are ranked as one of the most effective marketing tactics and companies are spending the majority of their marketing budgets on them.

But for events to stay effective, strategies need to change. To follow in the footsteps of Account-based Marketing, B2B events have to shift focus away from broad lead generation toward targeted pipeline creation and acceleration.

Revenue Event Marketing is a new approach that focuses on helping businesses build and accelerate pipeline to drive revenue through in-person events.

Published in: Marketing
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Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Events

  1. 1. Revenue Event Marketing Accelerating pipeline and driving revenue through events
  2. 2. Agenda 1. How we got here 2. Why events still matter 3. The Revenue Event Marketing movement 4. Join the conversation: #EventHacker 2
  3. 3. Evolution of Sales: Hunting vs. Hunted Inside sales growing 3X faster than outside 33% trust brands, 92% trust recommendations >70% of the way through the sales process 3
  4. 4. Evolution of Marketing: Art vs. Science 4 88% of B2B Marketers measure and optimize Data-driven insights increase performance 10-30% Personalized experiences increase sales 19%
  5. 5. Adapting Events To A Data-Driven World Find your targets Engage your targets LOTS OF MORE EFFICIENT WAYS TO FIND LEADS…
  6. 6. What’s more personal than in-person? #EventHacker via @AttendInc 6
  7. 7. Why Face-To-Face Matters >50% of the average company’s current customers encountered them at an event during their buying journey. – Event Engagement: Accelerating the Customer Lifecycle, Demand Metric 7 “The psychology of face-to-face interactions are real drivers of conversion. Telling stories actually activates the parts of the brain where we make buying decisions.” – Gerard Zaltman, “How Customers Think: Essential Insights into the Mind of the Market”
  8. 8. Events = Real Investment • US Marketers spent over $100B on events in 2015— the highest spend category in marketing* • 64% of marketers spend over 20% of their budget on events 8Source: Demand Metric
  9. 9. 9
  10. 10. The Shift From Big To Small Smaller, more intimate events are more targeted and personalized 10Source: CMO Council 40% shifting from large sponsored events to more targeted gatherings 44% are choosing to host their own customer- centric events “Micro events” at conferences to leverage the captive audience
  11. 11. Top 5 Tactics Used by Account-Based Marketers 11 “As with so many aspects of ABM, sales and marketing must work together to draw up the list of event invitees. The invitation itself then comes from whoever is best-placed to make that approach. When a relationship is already there, it will be sales. When not, marketing.” - Engagio, “The Clear & Complete Guide to Account Based Marketing”
  12. 12. So, what does this all mean? 12
  13. 13. The Definition rev·e·nue e·vent mar·ket·ing ˈre-və- ˌnü i-ˈvent ˈmär-kə-tiŋ noun A new approach to events that empowers businesses to accelerate pipeline and drive more revenue through their events. 13
  14. 14. The Three Pillars of REM 14 In Revenue Event Marketing, the emphasis is on focusing your event investment to:
  15. 15. Get the right people in the room 15 Pillar 1
  16. 16. 16 Makeup Of A Revenue Generating Event 1 Pipeline Creation 2 Pipeline Acceleration 3 Customer Development
  17. 17. Marketing & Sales Alignment 17 SILOED FUNCTION S REVENU E TEAM
  19. 19. The Revenue In The Room $699,600 ARR 19
  20. 20. 20 Pillar 2 Maximize In-Person Interactions
  21. 21. 21 What We Remember, What We Forget
  22. 22. A Missed Opportunity 22 Not capturing conversations at events takes follow-up back to square one
  23. 23. 23 Every team member should have a personal plan of action for the event CUSTOMER OPP PROSPECT CEO LEAD CPO Engagement Mapping Plan
  24. 24. A Role For Advocacy 24 When events leverage customer advocacy and references, they combine the three most influential B2B marketing activities into one powerful touch-point "Buyers want to see how their peers are solving the same challenges they face. That’s where your advocates come in. Advocates provide much needed credibility and social proof to strategic marketing initiatives in a way that conference booths, flyers and ads cannot, no matter how large the budget." - Mark Organ Founder and CEO of Influitive
  25. 25. 25 Capture The Conversation Matt knows Fred Williams. He wants to see a demo of the new mobile app. Out till Tuesday – Needs solution for first customer event in 3 mos.
  26. 26. 26 Drive Follow-Up And Track Revenue Pillar 3
  27. 27. Timely, Contextual Follow-Up Lead follow-up within 1 hour converts 7Xbetter than after 1 hour >60X better than after 24 hours 27Source: Harvard Business Review Study, 2011
  28. 28. An Effective Follow-up Strategy 28 General follow-up • Marketing outreach to provide highlights and recap the event • Make the people who couldn’t attend aware of what they missed Personalized follow-up • Sales follows up to continue the conversation that started at the event • Real-time sync with Salesforce allows timely and contextual follow-up
  29. 29. Demystifying Event ROI 29Source: Demand Metric, Event Engagement Benchmark Study, October 2015
  30. 30. Event Attribution 30 Realize your event KPIs: 1. Revenue potential 2. Influenced opportunities 3. Sourced opportunities 4. ROI
  31. 31. Let’s Talk Again 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: TWITTER: @AttendInc FACE-TO-FACE: 10 Post Office Square 31
  32. 32. Thank You 32
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