Outbound and Event Marketing Masterclass
•
0 likes•22 views
- Marketing to the customer is just as important as marketing to a stranger - To reduce the average digital event drop out (avg 30%) - create connection with your audience - Track meaningful conversations at live-events, don't just limit ROI to booth scans - Segment your follow-ups to events, VIP prospects should get 1:1 follow ups, even if they didn't show. Formalise a follow-up plan and hold people accountable for their leads - At Tradeshows make sure your teams are using the event networking apps such as Brello, to lock in meetings before the day
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Outbound and Event Marketing Masterclass
Similar to Outbound and Event Marketing Masterclass (20)
More from Sales Impact Academy
More from Sales Impact Academy (20)
Recently uploaded
Recently uploaded (20)
Outbound and Event Marketing Masterclass
- 1. & In This Together Series “Outbound and Event Marketing: Tactics to securing ROI on digital and in-person events.” Stefano Iacono - Head of Demand Generation at Modulr hello@salesimpactacademy.co.uk Marketing Teams Webinar will be live at 4pm UK Time presents
- 3. Why is this topic still relevant? In the B2B setting, events help generate the most leads. 54% of marketers expect to increase the number of events they run per year Forty-five percent of B2B buyers find event materials, including presentations, keynotes, and booth materials to be the second most important source of content. B2B marketers consider events as a top-three demand generation tactic in consideration, loyalty and advocacy stages. 83% of B2B marketers are heavily invested in events. Events occupy 14% of budgets, which is the largest share of B2B marketers’ budgets. Sources: • Forrester • Forbes • American Express 2020 Global Meetings Forecast • Marketing Charts • Sensible Marketing
- 4. Today’s session Events and the marketing funnel Types of events and success metrics Digital events – tactics for success Tradeshows – tactics for success Reporting on ROI
- 6. Evolution of marketing and the marketing funnel Awareness Consideration Conversion Decision Top of Funnel Middle of Funnel Bottom of Funnel Awareness Interest Decision Action
- 7. Events and the marketing funnel Awareness Consideration Conversion Loyalty/Advocacy
- 9. What types of events do you have in your marketing mix?
- 10. Tradeshows (Exhibiting) Tradeshows (Attending) Brand Summits Hosted Dinners/Small Events Hosted Rewards / Entertainment Hosted Small Webinar Hosted Large Webinar Types of events and success metrics Awareness ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Meaningful Convo’s Pipeline Sourced Registrations Drop Out Rate Meaningful Convo’s Pipeline Sourced Pipeline Influence Speed to Close Customer Attendees Pipeline Influence Reg/Drop Out Pipeline Sourced Pipeline Influence Speed to close Pipeline Influence Speed to Close Renewals / Referrals Pipeline Influence Reg/Drop Out Pipeline Sourced Pipeline Influenced Speed to close Customer Attendees Pipeline Influence Customer Attendees Pipeline Influence Impact on Inbound Registrations/Drop Pipeline Sourced Pipeline Influence
- 11. Tactics for event success Digital events
- 12. Digital Events : Picking the right format Hosted Small Webinar Hosted Large Webinar ConversionConsideration Loyalty/AdvocacyAwareness Reg/Drop Out Pipeline Sourced Pipeline Influenced Speed to close Customer Attendees Pipeline Influence Impact on Inbound Registrations/Drop Pipeline Sourced Pipeline Influence Know what you’re trying to achieve, before you start planning
- 13. Digital Events : Registrations Hosted Small Webinar Hosted Large Webinar ConversionConsideration Loyalty/AdvocacyAwareness Reg/Drop Out Pipeline Sourced Pipeline Influenced Speed to close Customer Attendees Pipeline Influence Impact on Inbound Registrations/Drop Pipeline Sourced Pipeline Influence Small Webinar • Landing page for personal 1:1 sends • Campaign in a box for : Large Webinar • Akin to an inbound campaign with Landing Page and advertising / social • Seek partnerships both for speakers and for sharing the registration URL, trade bodies, non-competitors • Prepare a campaign-in-a-box for sales teams • Sales pipeline (open deals) • VIP prospects (new deals) • Customers (won deals)
- 14. Digital Events : Securing attendance Hosted Small Webinar Hosted Large Webinar ConversionConsideration Loyalty/AdvocacyAwareness Reg/Drop Out Pipeline Sourced Pipeline Influenced Speed to close Customer Attendees Pipeline Influence Impact on Inbound Registrations/Drop Pipeline Sourced Pipeline Influence Quick tactics you can deploy • Scarcity – don’t confirm straight away with auto-responders. Let them know it’s popular • Send calendar invites, resend them if they don’t get accepted • Non-accepted calendar invites from VIP attendees can be forwarded to sales to nurture delicately Creating a connection to the event • Call VIP attendees, ask them what they want to get out of the event • Personal email nurturing from sales/inside sales • Balanced marketing nurtures (be aware of 1:1 activity)
- 15. Digital Events : Post-event Hosted Small Webinar Hosted Large Webinar ConversionConsideration Loyalty/AdvocacyAwareness Reg/Drop Out Pipeline Sourced Pipeline Influenced Speed to close Customer Attendees Pipeline Influence Impact on Inbound Registrations/Drop Pipeline Sourced Pipeline Influence Sales expectations • Rate your leads and agree who owns the follow-ups • Run a 4-week wash-up clinic to ensure this is being done • Ensure any new opportunities are properly tagged for reporting Marketing • For larger events you could create a bespoke lead nurture email track • Personal follow-ups to VIPs from sales/inside sales • “Feedback calls” can be a good tactic for event ROI and genuinely helpful • Provide follow-up templates
- 17. Tradeshows (Exhibiting) Trade-shows : Pre-event & on-the-day tactics ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Driving booth traffic • Friendly and approachable • Ensure booth hosts informed • Have an offer, preferably something unique • Who to expect (potential personas) • What is expected of them (scans/meaningful convos) Awareness Pre-booking meetings • Secure your sources of data • Website for exhibitors • Apps for attendees • Lists from event organisers • Social media • Approach • Inside Sales or Appointment Setting • Ask for referrals • Email
- 18. Tradeshows (Exhibiting) Trade-shows : Pre-event outbound tactics ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Awareness Pre-booking meetings • Sources of data • Website for event • Apps for attendees • Lists from event organisers • Social media • Approach • Inside Sales or Appointment Setting • Email • Ask for referrals • Nurturing
- 19. Tradeshows (Exhibiting) Trade-shows : Being booth ready ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Driving booth traffic • Ensure booth hosts informed • Have an offer, preferably something unique, that makes you stand out • Have the best swag, everyone has pens! • Who to expect (potential personas) • What is expected of them (scans/meaningful convos) • Being friendly and approachable Awareness
- 20. Tradeshows (Exhibiting) Trade-shows : On the day, recording conversations ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Meaningful Conversations Conversations held with people on the day. • By anyone • Rated by business impact and next step • Qualify out (no follow up) • Potential early stage prospect (marketing nurture) • Prospect in buying cycle (1:1 follow up) • VIP conversation (VIP follow up) • Existing prospect conversation (sales follow up?) • Existing customer conversation (CS follow up?) • Pre-booked meeting (follow up by meeting holder) Awareness
- 21. Tradeshows (Exhibiting) Trade-shows : Post-event follow ups ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Awareness Follow-ups • VIP Leads should be followed up 1:1 • All booth scans (except qualify outs) should be sent a thank you email • Point prospects towards newsletter-sign ups or relevant content. • Aim is to earn consent to contact
- 22. Tradeshows (Exhibiting) Trade-shows : Post-event follow ups ConversionConsideration Loyalty/Advocacy Booth Scans Meaningful Convo’s Pipeline Sourced Pipeline Influence Awareness Meaningful Conversations These will become your focus for follow-ups and allow you to segment responsibilities. Run a weekly catch up on the status of these for 4 week. Over 80% of Tradeshow leads don’t get followed up effectively. 60% don’t get followed up at all! [ Ask ] || [Chase] || [Follow Up] • Qualify out (no follow up) • Potential early stage prospect (marketing nurture) • Prospect in buying cycle (1:1 follow up) • VIP conversation (VIP follow up) • Existing prospect conversation (sales follow up?) • Existing customer conversation (CS follow up?) • Pre-booked meeting (follow up by meeting holder)
- 23. Reporting on ROI Sourced and Influenced Pipeline
- 24. All events : Reporting on revenue Sourced Pipeline / Revenue Influenced Pipeline / Revenue • Measures opportunities uncovered AT or BECAUSE OF an event • Most recent conversion touch point • Measured using CRM • Measures influence across entire pipeline • Includes Sourced Pipeline / Revenue • Includes existing/future opportunities • Measured using CRM • Custom properties • Salesforce • Naming conventions • Custom lists • Salesforce • Manually – CRM exports