How to build a demand gen machine with online events slideshare

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Every marketer responsible for lead generation and nurturing knows the power of online events. However, most still find it challenging to build a demand generation machine that turns out audience and fuels their sales department with quality leads. Join David Pitta with BrightTALK’s Online Events Academy as he lays out the steps needed to build your own event machine this quarter.

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  • So let’s get to our agenda today. Today we are going to…
  • How to build a demand gen machine with online events slideshare

    1. 1. How to Build a Demand Generation Machine with Online Events<br />
    2. 2. 2<br />HOST<br />PROGRAM<br />BrightTALK™<br />ONLINE EVENTS ACADEMY<br />@brighttalk<br />David Pitta<br />Evangelist<br />@davepitta<br />PRODUCER<br />Kathryn Kilner<br />Marketing Coordinator<br />@kkilner<br />Online Events Academy<br />#OEAevent<br />
    3. 3. 3<br />Agenda<br /><ul><li>Technology Stack
    4. 4. Content Management
    5. 5. Event Process
    6. 6. Lead Management
    7. 7. Business Intelligence</li></li></ul><li>B2B Demand Generation Event Machine<br />ContentStrategy<br />Lead<br />Management<br />Business<br />Intelligence<br />Event Process<br />Technology<br />Stack<br />Social Monitoring<br />Resource Center<br />Events Platform<br />Analytics<br />Reporting<br />IdentifyObjective<br />Intelligence<br />Email Platform<br />Marketing Automation <br />CRM<br />6<br />1<br />3<br />4<br />5<br />2<br />
    8. 8. 5<br />Social Monitoring<br />Resource Center<br />Technology Stack<br />Events Platform<br />Email Platform<br />Marketing Automation <br />CRM<br />
    9. 9. Social Monitoring Tips<br />Social Monitoring<br />Use team management capabilities<br />Integrate with accounts across social networks<br />Monitor brand mentions and track activities by team member<br />Resource Center<br />Events Platform<br />Email Platform<br />Marketing Automation <br />CRM<br />6<br />
    10. 10. Resource Center Tips<br />Social Monitoring<br />Organize content based on relevancy<br />Customize landing pages<br />Optimize with website analytics<br />Resource Center<br />Events Platform<br />Email Platform<br />Marketing Automation <br />CRM<br />7<br />
    11. 11. Event Platform Tips<br />Social Monitoring<br />Embed your events on your website<br />Offer content on demand immediately following the event<br />Ask for registration – once <br />Resource Center<br />Events Platform<br />Email Platform<br />Marketing Automation <br />CRM<br />8<br />
    12. 12. Email Platform Tips<br />Social Monitoring<br />Segment your list to provide the most relevant content to a targeted audience<br />Use dynamic content fields to personalize emails<br />Measure the effectiveness of email design<br />Resource Center<br />Events Platform<br />Email Platform<br />Marketing Automation <br />CRM<br />9<br />
    13. 13. Marketing Automation/CRM Tips<br />Social Monitoring<br />Connect through API’s rather than custom integration<br />Keep database organized and deduped<br />Map data collected to individual prospects/customers<br />Resource Center<br />Events Platform<br />Email Platform<br />Marketing Automation <br />CRM<br />10<br />
    14. 14. Content Strategy<br />11<br />
    15. 15. Content by Funnel Stage <br />Awareness<br />Market/Industry/Customer pain points<br />Consideration<br />Case studies and whitepapers<br />Preference<br />Product and service information<br />Loyalty<br />Educational material, success stories, support<br />12<br />
    16. 16. Content Frequency <br />WEEK MONTH QUARTER ANNUAL<br />13<br />
    17. 17. Content Development<br />Quality content targeted to the right audience is the fuel for this machine<br />14<br />
    18. 18. 15<br />Event Process<br />1<br />2<br />3<br />4<br />5<br />6<br />
    19. 19. Event Process<br />Event<br />1<br />2<br />3<br />4<br />5<br />6<br />1<br />2<br />3<br />4<br />5<br />6<br />Promotion<br />Scheduling<br />Delivery<br />Remarketing<br />Post Event Management<br />Content Development<br />16<br />
    20. 20. Scheduling<br />Manage your event schedule:<br /><ul><li> Schedule events several months in advance to start the discussion and ignite inbound marketing
    21. 21. Keep a consistent content schedule
    22. 22. Consider audience viewing patterns: Tuesday through Thursday are the most crowded days for events, people watch on-demand 5 days a week</li></ul>Event<br />1<br />17<br />
    23. 23. Content Development<br />Flesh out your content plan:<br /><ul><li> Keep content fresh and on target
    24. 24. Start with a strategy and target specific audience
    25. 25. Reuse quality content</li></ul>Event<br />2<br />18<br />
    26. 26. Promotion<br />Acquire audience:<br /><ul><li> Develop a consistent event promotion frequency: -2 weeks, -1 week, -24 hours
    27. 27. Focus on growing your database and segments based on content
    28. 28. Broadcast your events from social media accounts and join relevant conversations</li></ul>Event<br />3<br />19<br />
    29. 29. Delivery<br />Execute successful events:<br /><ul><li>Push slides just ahead of voice to keep transitions tight
    30. 30. Communicate what the audience cannot see
    31. 31. Practice until polished</li></ul>Event<br />4<br />20<br />
    32. 32. Post Event Management<br />Process attendee information:<br /><ul><li>Develop an export schedule for your live and on-demand lead pulls
    33. 33. Load, score, refresh, and assign leads on a consistent schedule
    34. 34. Track event viewings details per lead</li></ul>Event<br />5<br />21<br />
    35. 35. Remarketing<br />Promote your on-demand content:<br /><ul><li> Develop whitepaper and blog post from event content
    36. 36. Publish vote results
    37. 37. Round out your content schedule by planning to promote on-demand assets</li></ul>Event<br />6<br />22<br />
    38. 38. 23<br />Lead Management<br />
    39. 39. 24<br />Know the answer: What is a lead?<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />Viewing data::<br />Questions asked:<br />Vote:<br />Answer:<br />Feedback:<br />Rating:<br />Interactivity 10%<br />Consumption 20%<br />Demographics 40%<br />Engagement 20%<br />Sentiment 10%<br />A<br />C<br />D<br />B<br />D<br />B<br />A<br />A<br />C<br />D<br />B<br />A<br />C<br />B<br />A<br />D<br />A<br />C<br />On-demand<br />Live event<br />
    40. 40. Demographics (40%)<br />25<br />Intelligence available to your Account Managers & Channel Partners<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?<br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating<br />4 / 5<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Yes, I accept<br />Rank geography, industry, company size and seniority<br />
    41. 41. Consumption (20%)<br />26<br />Intelligence available to your Account Managers & Channel Partners<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?<br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating<br />4 / 5<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Yes, I accept<br />Rank viewing status / duration, event title, channel name and embed referral<br />
    42. 42. Engagement (20%)<br />27<br />Intelligence available to your Account Managers & Channel Partners<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? <br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating<br />4 / 5<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Yes, I accept<br />Rank questions asked, was it answered, was it prioritized, did it include keywords<br />
    43. 43. Interactivity (10%)<br />28<br />Intelligence available to your Account Managers & Channel Partners<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? <br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating<br />4 / 5<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Yes, I accept<br />Rank answers to surveys or polls<br />
    44. 44. Sentiment (10%)<br />29<br />Intelligence available to your Account Managers & Channel Partners<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? <br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating:<br />4 / 5<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Yes, I accept<br />Rank feedback on presentation<br />
    45. 45. Lead Score: A 76 / 100<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />Name:<br />Company: <br />Title:<br />Phone:<br />Email:<br />Level:<br />Company size:<br />Industry:<br />Country:<br />State:<br />Zip:<br />Survey (terms):<br />John Smith<br />Virtualized<br />Data Center Manager<br />415-555-1234<br />jsmith@virtualized.com<br />Director<br />2500-5000<br />High tech<br />USA<br />CA<br />94105<br />Yes, I accept<br />Viewing data:<br />Questions asked:<br />Vote:<br />Answer:<br />Feedback:<br />Rating<br />Viewing data:<br />Enterprise Cloud Solutions: Focus on Flexibility Live 25:30<br />Virtualized Data Center Roundtable Recorded 38:20<br />Questions asked:<br />What do you see as the future of the cloud? Private and internal or public/external?<br />What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?<br />Vote:<br />Are you considering a Cloud Services Initiative?<br />Answer:<br />Yes, currently in planning stage<br />Feedback:<br />Great presentation!<br />Rating<br />4 / 5<br />Interactivity: 7<br />5 points for participating<br />1-5 based on answer<br />Consumption: 12<br />Extra points for viewing multiple<br />events and above average duration<br />Demographics: 38<br />Meets target geo, industry, <br />and company size and BANT questions<br />Engagement: 20<br />10 points for question<br />5 points for marked as answered<br />5 points for marked as prioritized<br />Sentiment : 9<br />1 point per star<br />5 points for feedback<br />C<br />A<br />D<br />B<br />30<br />D<br />B<br />A<br />A<br />C<br />D<br />B<br />A<br />C<br />B<br />A<br />A<br />D<br />C<br />On-demand<br />Live event<br />
    46. 46. 31<br />Business Intelligence<br />Analytics<br />Reporting<br />Intelligence<br />
    47. 47. Measure Leads Generated<br />Analytics<br />Reporting<br />Intelligence<br />32<br />
    48. 48. Measure Lead Quality<br />Analytics<br />Reporting<br />Intelligence<br />33<br />
    49. 49. Measure Cost Per Lead<br />Analytics<br />Reporting<br />Intelligence<br />34<br />
    50. 50. Measure Return on Investment<br />Analytics<br />Reporting<br />Intelligence<br />35<br />
    51. 51. B2B Demand Generation Event Machine<br />ContentStrategy<br />Lead<br />Management<br />Business<br />Intelligence<br />Event Execution<br />Technology<br />Stack<br />Social Monitoring<br />Resource Center<br />Events Platform<br />IdentifyObjective<br />Analytics<br />Reporting<br />Intelligence<br />Email Platform<br />Marketing Automation <br />CRM<br />6<br />1<br />2<br />3<br />4<br />5<br />36<br />
    52. 52. 37<br />Q&A<br />

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