Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Transform Event Data Into Actionable Information That Accelerates Conversions

272 views

Published on

Watch this #COSeries webinar on-demand: http://dg-r.co/2o4BpNV

As a B2B marketer, odds are good that you are challenged with generating increased demand with tight or limited budgets. The pressure is on to understand which marketing activities generate the most revenue, and events are a big part of that.

Join Victor Kippes, CEO at Validar, who will describe exactly how to use event data pre-, during and post-show, and what you should know about the revenue impact of your event content and strategies.

He’ll cover lead and data capture best practices, as well as delve into pre-event preparatory steps to take with your sales cloud, marketing cloud, and marketing automation foundation to maximize success. This session will also provide real-world examples to demonstrate how to:

Accelerate the buying cycle with event marketing strategy;
Align post event messaging with what happened at your event; and
Articulate the value of events as part of your overall marketing campaign.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Transform Event Data Into Actionable Information That Accelerates Conversions

  1. 1. #COSeries Transform Event Data Into Actionable Information That Accelerates Conversions SPONSORED BY:
  2. 2. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Carol Krol: @carolkrol Validar: @validarinc Victor Kippes: @vkippes
  3. 3. #COSeries Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And second entry when you attend live. • Register & tune-in to all #COSeries live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #COSeries Webinars For More Chances To Win Free Entry to #B2BMX
  4. 4. #COSeries About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
  5. 5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries
  6. 6. #COSeries How Are We Doing?
  7. 7. #COSeries Panelists MODERATOR: Carol Krol Editor-in-Chief Demand Gen Report Victor Kippes President & CEO Validar @vkippes
  8. 8. TRANSFORM EVENT DATA INTO ACTIONABLE INFORMATION Accelerate Conversions Victor Kippes @vkippes victork@validar.com President / CEO Validar, Inc.
  9. 9. WHO IS VALIDAR? Event lead management experts Founded in 2005 Headquartered in Seattle, WA Record Growth in 2016 Provide Closed Looped Marketing solutions for: Corporate Proprietary Events Tradeshow Lead Capture
  10. 10. MARKETING Are you receiving credit for your hard work? Do you know your bottom-line impact? EVENT INTENT BIG DATA PREPARATION CLOSED LOOPED MARKETING
  11. 11. SALES Tired of receiving bad leads or no leads from events? Working around Marketing Automation? RELEVANT ACTIVITY LEVERAGING EVENT CONTENT
  12. 12. LET’S DEFINE THE CHALLENGE Do you have a formal lead ranking process? Center for Exhibition Industry Research
  13. 13. Center for Exhibition Industry Research How many touches does a non- responsive lead receive before it is discarded? LET’S DEFINE THE CHALLENGE
  14. 14. SACRIFICIAL SCAN
  15. 15. WHAT’S IT WORTH? Cost per lead Cost per qualified lead Exhibitor 1 (Fishing Pole) Exhibitor 2 (Fishing Net) Total Cost $12,250 $91,000 Total Leads 148 2831 Cost Per Lead $82.77 $32.14 Exhibitor 1 (Fishing Pole) Exhibitor 2 (Fishing Net) Total Cost $12,250 $91,000 Total Leads 148 2831 Total Qualified 31 77 Cost Per Qualified Lead $395.16 $1,181.69 Fishing pole Fishing Net
  16. 16. FISHING POLE OR NET? Some companies do this very well. Building their database
  17. 17. FISHING POLE OR FISHING NET? FISHING POLE Yes, if foundation is people and no automation in place FISHING NET Yes, if foundation in place • Marketing Automation / CRM • Content • Strategy No, if there is no means to work with these leads!
  18. 18. EVENT INTENT To generate renewed interest in new products and services. Session Survey Questions Rate 1–5: The speaker was knowledgeable. Rate 1–5: Speaker was professional, effective and engaging. Rate 1–5: The session subject matter matched the description. Rate 1–5: The level of technical details matched the description. Rate 1–5: The session was educational. Rate 1–5: The session overall was a positive experience. Would you recommend this topic again next year—yes/no? Additional Comments? Does this feedback align?
  19. 19. HOW DO YOU GAUGE YOUR PERFORMANCE? 1. Attendance counts exceed expectations 2. Meeting is on budget 3. Session evaluations “meet or exceed expectations” 4. Lead volume exceeds the previous year 5. Sales feedback was positive and “they want to exhibit again” Paradigm shift: Your value is great and needs to be understood!
  20. 20. LET’S DISCUSS THE SOLUTION
  21. 21. LEAD MANAGEMENT—WHAT’S NEEDED? SALES AND MARKETING MUST COLLABORATE! Capture Qualify Distribute Opportunity Management ROI Reporting Lead Capture System Reg system Attendee tracking Feedback Distribution Rules Incubation strategy Campaign ready CRM: Campaigns Member Status values Sales Ready Lead Lead Categories Event Intent Actionable/Tangible Revenue Impact!
  22. 22. PROPRIETARY EVENTS
  23. 23. EVENT INTENT To generate renewed interest in new products and services. Session Survey Questions Rate 1–5: The speaker was knowledgeable. Rate 1–5: Speaker was professional, effective and engaging. Rate 1–5: The session subject matter matched the description. Rate 1–5: The level of technical details matched the description. Rate 1–5: The session was educational. Rate 1–5: The session overall was a positive experience. Would you recommend this topic again next year—yes/no? Additional Comments? Does this feedback align?
  24. 24. EVENT INTENT To generate renewed interest in new products and services. Session Survey Questions Rate 1–5: The speaker was knowledgeable. Rate 1–5: Speaker was professional, effective and engaging. Rate 1–5: The session subject matter matched the description. Rate 1–5: The level of technical details matched the description. Rate 1–5: The session was educational. Rate 1–5: The session overall was a positive experience. Are you interested in a personal demo or sales call? Additional Comments? The value of asking! * text Validar to 878787 to learn more
  25. 25. MARKETING FEEDBACK – BEST IN CLASS Awesome! Timely and not diluted!
  26. 26. FOUNDATION PREPARATION If aligned with event intent, measure! Pre-event prep should include: ü Setup repository (campaign) ü Setup member status values ü Setup follow-up and nurture strategy ü Engage sales team ü Create opt-in when appropriate
  27. 27. Call Down Just imagine! WOULD THIS CALL IMPROVE?
  28. 28. TRADESHOWS
  29. 29. ATTENDEES CONTROL TREATMENT TRINKET SEEKER SALES READY
  30. 30. DISTRIBUTION—RIGHT LEADS TO SALES Drive relevant activity to sales! These go to Sales Thank you email with explicit lit. Thank you email asking for referrals ex.
  31. 31. ALLOW ATTENDEES TO OPT IN! * text Validar to 878787 to learn more
  32. 32. DREAMFORCE 2009 § 148 scored leads in 3 days § 45 sales ready What’s the: benefit of scoring? cost of chasing bad data and lead decay?
  33. 33. ELIMINATE BAD DATAAND DECAY! Annual Net Benefit $71,949.14 Metric BAU Leads Scored Costs Cost to qualify per show $7,700 $2,990 Reduction in Operating Expenses $4,710 Benefits Average units sold per show 6.25 8.17 Average sales value per show $218,681 $285,920 Average net sales per lead $1,498 $1,975 Annual increase in revenue $67,238.82
  34. 34. LEADS TO OPPORTUNITIES Sales forecasting tool
  35. 35. ATTENDEES: CAPTURE AND QUALIFY Through collaboration, Marketing has metrics!
  36. 36. INTERESTED IN LEARNING MORE? Text Validar to 878787 or Email: marketing @ validar.com
  37. 37. #COSeries How Are We Doing?
  38. 38. #COSeries Q&A / Panelists MODERATOR: Carol Krol Editor-in-Chief Demand Gen Report Victor Kippes President & CEO Validar @vkippes
  39. 39. #COSeries Thank You For Attending http://webinars.demandgenreport.com/campaign-optimization-series/2017/ Register for more sessions now thru April 21st! Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT

×