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Engagement: The Ultimate Metric to Demonstrate Event ROI

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We’re in the midst of the engagement marketing era.
While digital marketing remains a key component to the lead lifecycle, one truth remains: the most crucial component to engagement marketing is the face-to-face event.

In order to succeed in this new marketing culture, you need to track your live event engagement and prove event ROI.

Check out the full webinar here: https://www.youtube.com/watch?v=I-fary1OclY

Published in: Marketing
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Engagement: The Ultimate Metric to Demonstrate Event ROI

  1. 1. #DDROEM Engagement: The Ultimate Metric to Demonstrate Event ROI Event Marketing Resources Presented By: Lindsey Lyle Head of Events @mrslindseylyle Justin Gonzalez Senior Marketing Manager @justinSF
  2. 2. #DDROEM Event Marketing Resources Stick Around for Valuable Content!
  3. 3. #DDROEM Today’s Agenda Rise of the Event Marketer Set Engagement Goals to Demonstrate ROI Leverage Your Data Wisely Event Marketing Resources
  4. 4. #DDROEM The marketing landscape is evolving.
  5. 5. #DDROEM Short term goals like lead generation and velocity are no longer sufficient.
  6. 6. #DDROEM Marketers must now focus on building lasting relationships with prospects and customers.
  7. 7. #DDROEM Consider: Are they engaged with your brand? Will they remain loyal to your brand amongst constant competition for attention?
  8. 8. #DDROEM ENGAGEMENT MARKETING
  9. 9. #DDROEM How familiar are you with event apps? Marketing used to be about what you said to people, now it’s what you do for people. You have to come into the business to add value to the lives of your customers and clients. Kevin Jackson Director of Ideas and Innovation The Experience is the Marketing “
  10. 10. #DDROEM New marketing technologies are making it simpler than ever to engage prospects and customers.
  11. 11. #DDROEM Digital Marketing is measurable, but one-directional.
  12. 12. #DDROEM Trackable Metrics: Email Open Rates
  13. 13. #DDROEM Trackable Metrics: Email Open Rates Conversions
  14. 14. #DDROEM Trackable Metrics: Email Open Rates Conversions Online Ad Impressions
  15. 15. #DDROEM Trackable Metrics: Email Open Rates Conversions Online Ad Impressions Web Traffic
  16. 16. #DDROEM Trackable Metrics: Email Open Rates Conversions Online Ad Impressions Web Traffic Click Through Rates
  17. 17. #DDROEM Trackable Metrics: Email Open Rates Conversions Online Ad Impressions Web Traffic Click Through Rates Content Downloads
  18. 18. #DDROEM Trackable Metrics: Email Open Rates Conversions Online Ad Impressions Web Traffic Click Through Rates Content Downloads Content Shared
  19. 19. #DDROEM Trackable Metrics: Email Open Rates Conversions Online Ad Impressions Web Traffic Click Through Rates Content Downloads Content Shared Bounce Rate
  20. 20. #DDROEM Welcome to the age of live engagement marketing.
  21. 21. #DDROEM Live events are the only way to supercharge dialogue with leads, prospects, and customers.
  22. 22. #DDROEM Live events create the perfect storm of engagement by creating real relationships with constant connections.
  23. 23. #DDROEM But, event marketers face a few challenges when measuring engagement at events.
  24. 24. #DDROEM It’s no longer sufficient to measure event performance with post event surveys, lead counts, and attendance.
  25. 25. #DDROEM Event profs must identify and evaluate the live moments that impact the event and consequently the business’s success.
  26. 26. #DDROEM In order to do so, event marketers must become more data-driven like their marketing counterparts.
  27. 27. #DDROEM Today’s Agenda Rise of the Event Marketer Set Engagement Goals to Demonstrate ROI Leverage Your Data Wisely Event Marketing Resources
  28. 28. #DDROEM How familiar are you with event apps? People still want that in-person connection. Event programs offer the face-to-face engagement that helps move your leads down the funnel at a higher conversion rate than most other marketing channels. Lindsey Lyle Senior Event Marketing Manager DoubleDutch “
  29. 29. #DDROEM Event programs move leads down the sales funnel at a higher conversion rate.
  30. 30. #DDROEM Known Lead MQL Typical Sales Cycle 30 days
  31. 31. #DDROEM Known Lead MQL SQL Opportunity Typical Sales Cycle 30 days 15 days
  32. 32. #DDROEM Known Lead MQL SQL Opportunity Close Typical Sales Cycle 30 days 15 days 30 days
  33. 33. #DDROEM Known Lead MQL Sales Cycle with Event Influence 30 days
  34. 34. #DDROEM Known Lead Sales Cycle with Event Influence 30 days MQL SQL Opportunity Event Close
  35. 35. #DDROEM Known Lead Sales Cycle with Event Influence 30 days 15 days MQL SQL Opportunity Event Close
  36. 36. #DDROEM Dozens of marketing campaigns unfold at a single event.
  37. 37. #DDROEM Set expectations early.
  38. 38. #DDROEM 1. Meet with key stakeholders and identify objectives of event together.
  39. 39. #DDROEM 2. Brainstorm ways of tracking and measuring these objectives.
  40. 40. #DDROEM 3. Communicate event programs’ business objectives pre-event, during, and post- event with all hands involved.
  41. 41. #DDROEM Metrics for Attendees: what do those happy faces mean for your business’ bottom line?
  42. 42. #DDROEM Metrics for Attendees: Event registrations Meeting requests Email signups Attendee referrals Sales calls Product demos Product purchases Sales Pipeline
  43. 43. #DDROEM Metrics for Attendees: Event registrations Meeting requests Email signups Attendee referrals Sales calls Product demos Product purchases Traditional media Social media Attendee influence Website traffic Sales Pipeline Brand Building
  44. 44. #DDROEM Metrics for Attendees: Event registrations Meeting requests Email signups Attendee referrals Sales calls Product demos Product purchases Traditional media Social media Attendee influence Website traffic Returning attendees Session bookmarks Session attendance Engagement frequency Attendee sentiment Number of followers per attendee Sales Pipeline Brand Building Attendee Engagement
  45. 45. #DDROEM Sponsors and exhibitors are the lifeblood of many events; make sure they want to return and increase their investment.
  46. 46. #DDROEM Metrics for Sponsors: Booth traffic Meeting requests Demos scheduled/given Quality of contacts Sales generated Sales Pipeline
  47. 47. #DDROEM Metrics for Sponsors: Booth traffic Meeting requests Demos scheduled/given Quality of contacts Sales generated Media mentions Attendee sentiment Sponsor sentiment Increase in sponsor retention Sales Pipeline Brand Building
  48. 48. #DDROEM Targeted offers give exhibitors the power to send specific messages to the right audience in order to drive the desired traffic to their booth.
  49. 49. #DDROEM How familiar are you with event apps? What technology does is like taking Picasso up to modern day and giving him Photoshop. Adam Parry Editor in Chief Event Industry News “
  50. 50. #DDROEM Equip yourself with the right software and tools. Marketing Automation (Marketo) Customer Relationship Management (Salesforce) Live Engagement Platform (DoubleDutch)
  51. 51. #DDROEM Today’s Agenda Rise of the Event Marketer Set Engagement Goals to Demonstrate ROI Leverage Your Data Wisely Event Marketing Resources
  52. 52. #DDROEM Leverage your data wisely. EVALUATE & BENCHMARK
  53. 53. #DDROEM Leverage your data wisely. Take all metrics from the event and compare them to your goals.
  54. 54. #DDROEM Consider: 1. How did your metrics perform against your goal?
  55. 55. #DDROEM Consider: 1. How did your metrics perform against your goal? 2. Did you surpass your goal?
  56. 56. #DDROEM Consider: 1. How did your metrics perform against your goal? 2. Did you surpass your goal? 3. If not, what changes can you make?
  57. 57. #DDROEM Consider: 1. How did your metrics perform against your goal? 2. Did you surpass your goal? 3. If not, what changes can you make? 4. Immediately establishing benchmarks for next time to compare results.
  58. 58. #DDROEM Leverage your data wisely. EVALUATE & BENCHMARK INFLUENCE & DRIVE
  59. 59. #DDROEM Leverage your data wisely. Don’t just look at data – use it.
  60. 60. #DDROEM Consider: 1. What does data tell you about attendees’ interests, patterns, and learnings?
  61. 61. #DDROEM Consider: 1. What does data tell you about attendees’ interests, patterns, and learnings? 2. What’s the best way to follow up with attendees based on these findings?
  62. 62. #DDROEM Consider: 1. What does data tell you about attendees’ interests, patterns, and learnings? 2. What’s the best way to follow up with attendees based on these findings? • Should a sales rep reach out post-event?
  63. 63. #DDROEM Consider: 1. What does data tell you about attendees’ interests, patterns, and learnings? 2. What’s the best way to follow up with attendees based on these findings? • Should a sales rep reach out post-event? • Should you follow up with specific content?
  64. 64. #DDROEM Leverage your data wisely. EVALUATE & BENCHMARK INFLUENCE & DRIVE TRACK & OPTIMIZE
  65. 65. #DDROEM Leverage your data wisely. Sit back and track results against business’s bottom line.
  66. 66. #DDROEM Consider: 1. Conversion rate
  67. 67. #DDROEM Consider: 1. Conversion rate 2. Win rate
  68. 68. #DDROEM Consider: 1. Conversion rate 2. Win rate 3. Deals closed
  69. 69. #DDROEM Consider: 1. Conversion rate 2. Win rate 3. Deals closed 4. Dollars won
  70. 70. #DDROEM Consider: 1. Conversion rate 2. Win rate 3. Deals closed 4. Dollars won 5. Retention earned
  71. 71. #DDROEM It’s important to check back in months post-event to see your event’s influence over these metrics over time.
  72. 72. #DDROEM If you can measure it, you can make it better.
  73. 73. #DDROEM Check out the complete guide to demonstrating event ROI
  74. 74. #DDROEM Engagement: The Ultimate Metric to Demonstrate Event ROI Event Marketing Resources Presented By: Lindsey Lyle Head of Events @mrslindseylyle Justin Gonzalez Senior Marketing Manager @justinSF

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