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B2B Event Marketing Best Practices in 2018

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Presentation deck from Cvent Connect conference in Las Vegas, July 24 2018

Published in: Business
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B2B Event Marketing Best Practices in 2018

  1. 1. The State of B2B Event Marketing 2018 A Benchmark Research Report Matt Heinz | Heinz Marketing Inc. @heinzmarketing
  2. 2. 1. Copy of this deck 2. Freebies! • Full Funnel Marketing (the book) • Sales Velocity Calculator • KPI Metrics Architecture • Matt’s bacon recipe Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want! Housekeeping
  3. 3. Why are events so hard?
  4. 4. What’s working with events today?
  5. 5. Five customer changes impacting your success
  6. 6. Your customers are: 1. Busier than ever
  7. 7. Your customers are: 1. Busier than ever 2. Self educated
  8. 8. When do they call you?
  9. 9. Your customers are: 1. Busier than ever 2. Self educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you
  10. 10. 41.3% 17.7% 9.6% 8.9% 16.9 % 33.2% 17.3%12.5% 9.2% 14.4% 10.7% 81.5% 70.8%55% 34.7% 22.9% 17.3% 17% Research Methodology 41.3% manager level 17.7% director 9.6% coordinator 8.9% consultant 16.9% VP and above 81.5% marketing 70.8% sales 55% bizdev 34.7% customer success 22.9% product dev 17.3% customer support 17% services 33.2% 1-100 employees 17.3% 101-250 12.5% 251-500 9.2% 501-1,000 14.4% 1001-5,000 10.7% greater than 5,001 Key Stakeholders to Event Success Company SizePosition
  11. 11. Research Highlights SalesImportance Event ROI Event Tactics Technology Over 65% of respondents claim events continue to be important in driving brand awareness, customer engagement and pipeline creation Companies spend 25-50% of their marketing budget on events, yet over half struggle to tie to revenue Email is the most effective tool in pre/during/post-event marketing though marketers use a laundry list of tactics 3 in 4 people stated the mix of technology used for events is not very effective About 50% of people report their Marketing/Sales handoff is not effective, and 65% report the importance isn’t increasing thus closing deals becomes even harder
  12. 12. Q. What is the most important reason you currently hold events, or would hold an event if you aren’t now? A. Increase brand awareness B. Maximize pipeline creation C. Maximize number of event attendees D. Maximize sales qualified leads Poll
  13. 13. Importance vs. performance Importance Score Performance Score Performance Gap Increase brand awareness 56% 62% +7 Maximize pipeline creation 47% 31% -16 Maximize number of event attendees 40% 34% -6 Maximize sales qualified leads 39% 28% -11
  14. 14. yet, 1st Qtr 2nd Qtr And when we dig even deeper… over reported that hosted events are the top or in the top 5 channels being used for demand creation 50% 40% Rank events as ineffective So, what’s really going on here?
  15. 15. Q. In general, which pre/post event marketing channels do you utilize the most? A. Email B. Sales Enablement C. Social D. Content Marketing E. Direct Mail F. Website Banners Poll
  16. 16. Pre-Event Marketing Most Used Effectiveness Email Marketing 93% 88% Organic Social 54% 23% Maximize number of event attendees 53% 21% Maximize sales qualified leads 51% 22% Partner Marketing 47% 21% Sales Enablement 44% 29% Direct Mail 37% 19%
  17. 17. During the Event During Events Social hashtags 54% Personalized emails 45% Printed Agendas 45% Content offerings tied to event management 35% Mobile agendas 27% Mobile push notifications 27%
  18. 18. Post-Event Marketing Most Used Email Hashtags 93% Sales Handoff 44% Content Marketing 46% Webinars 29% Organic Social 29% Cold Calling 26% Partner Marketing 20% Direct Mail 14% Effectiveness rating of 6 - 7 Email Marketing Cold Calling Content Marketing Webinars 84.8% 60.6% 42.4% Effectiveness rating of 1 - 3 32.5%
  19. 19. So, what kind of revenue and returns are people seeing from events?
  20. 20. When over half of people report their events aren’t generating revenue, we can see there’s a gap. But is it really that their events aren’t generating revenue or that they aren’t tracking event influence as well? A little over half of people reported less than 20% of annual revenue was generated through events
  21. 21. Make The Most Of Your Events With These Tips: Pre-event • Less is more - choose your marketing channels wisely • Personalize your outreach During the event • Capture your leads and score them in real-time • Use social media wisely Post-event • Personalize your follow-up • Demonstrate thought leadership • Partner up
  22. 22. Let’s Talk About Technology...
  23. 23. 60% of respondents rated CRM effectiveness as 1-3 reported marketing automation effectiveness as really poor AND only 11.4% of people use some kind of tool or platform to allow contact and lead changes to happen in real-time at the event. No wonder it’s ineffective… 1st Qtr 2nd Qtr1st Qtr 2nd Qtr CRM Marketing Automation of respondents rated CRM effectiveness as really poor 60% 50%
  24. 24. Event Success Expectation vs. Reality Knowing who attended Capturing data on who attendees met with Determining next steps in sales process Enriching existing customer data based on attendance and interactions Personalizing attendee’s experience Being able to follow up with attendees in real time Being effective in getting desired customers/prospects to attend Hosted events success factors
  25. 25. 1. Copy of this deck 2. Freebies! • Full Funnel Marketing (the book) • Sales Velocity Calculator • KPI Metrics Architecture • Matt’s bacon recipe Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want! Housekeeping Reminder
  26. 26. Don’t Forget to Take the Session Survey!
  27. 27. Thank YouMatt Heinz | Heinz Marketing Inc. matt@heinzmarketing.com @heinzmarketing

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