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Virtual Event Reporting: Everything You Need to Know

Join us to learn how to collect and analyze the right data from your virtual event and how to share your findings with key stakeholders.

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Virtual Event Reporting: Everything You Need to Know

  1. 1. Why do we host events?
  2. 2. Why do we host events? To Create Business Value • Sales leads • Closed won sales • Brand awareness • Customer loyalty • Partner ecosystem
  3. 3. How Do We Prove We Did That? The cookies were AMAAAAZING!!! 5 STARS!
  4. 4. Don’t Run From the Data—Use it to empower your decisions and the value of your event!
  5. 5. Take it Back to the Basics
  6. 6. Starting your Event Metrics Overview Step 1: Define your why Step 2: Define the template ahead of time Step 3: When and What to Measure Step 4: Shout your success from the rooftops (and where you're going to improve too)
  7. 7. Step 1: What Are your event goals?
  8. 8. What are your event goals? • What does success look like? • For yourself • For your stakeholders • What are your audience groups? • What do they want to know?
  9. 9. Measure What Matters Sales Marketing Product Executives
  10. 10. Measure What Matters: Sales • Shorten days to close • Increase contract value • Better email follow-up
  11. 11. Measure What Matters: Marketing • Curate better content • Craft better field experiences • Create conversations to opps
  12. 12. Measure What Matters: Product • What was most interesting to users by audience • What worked • What didn’t work • Areas for improvement
  13. 13. Measure What Matters: Executives • Direction is successful • Community is thriving and growing
  14. 14. Step 2: Start With the End
  15. 15. Start with the end • Create your metrics template • Top 10 metrics each aligned to business goal • Data Source for each metric • What teams need that data and when • Story Telling
  16. 16. Post-Event Detail/Operational Scorecard Metric Overall Target Metrics Source Actual Results Change Send data to: Contract values and number signed onsite 200 Sales & Marketing Platform 237 +37 Sales Meetings held onsite with executives 120 Hubb 133 +13 Marketing Days to close after the event 25 days Sales & Marketing Platform 31 days +6 days Sales EVENT OBJECTIVE: Move sales pipeline forward with larger & faster closing contracts
  17. 17. Step 3: When & What to Measure
  18. 18. When to measure • Before, During and After. • But it's the timing and volume that matters… • Measure what matters (again)
  19. 19. When to measure Before Virtual Event During Event After Event Registration Attendee Surveys Social Media Engagement Perceptive Survey Attendee Evaluations UserID Tracking Attendee Surveys Sponsor & Speaker Survey Perception UserID Tracking
  20. 20. What to Measure? • Why do people attend? • Value drivers YoY • Sales • Engagement
  21. 21. What are important metrics? • Perception Shift • Engagement Score • Search Results • Evaluation Results
  22. 22. Why measure Engagement? • Engagement is the value driver • It’s the magic of events • It greatly affects perception
  23. 23. Engagement Metrics • # of Meetings by Type • # of times visited the Community • # of searches completed • # of evaluations completed • # of Chats • # and Hours of Video Content Consumed • # of times logged in • # of pages viewed • # of resources downloaded • # of Sponsor Interactions • # of Live Sessions
  24. 24. Tips and Tricks to get data from attendees • Make the default opting-in to share data at registration • When is the best time to get evaluations • Customer advisory board
  25. 25. Step 4: Shout it From the Rooftops
  26. 26. Shout it from the rooftops • Make it visual • KISS (one/two slides) • Make it timely • Check back in later
  27. 27. TOP 10 SESSIONS BY VIEWS # views Event Dashboard Sample TOTAL ATTENDEES # of Attendees Objective 1 Objective 2 Objective 3 1 2 64 3 x% x% x% GEOGRAPHY United States Western Europe Canada 7 8 9 ATTENDEE ENGAGEMENT VIP PROGRAM # of Attendees TARGET MIX Enterprise, x% Small-Medium, x% COMPANY SIZE MIX $xM Opportunity revenue X DIAMOND X PLATINUM X GOLD X SILVER Exhibitors, y# Sponsors, x# TOP 4 SPEAKERS X % of target TRACK # of Logins Total Videos Watched Total Hrs Consumed Evaluations Submitted Avg Time Logged In Avg # of Chat Messages Executive 450 732 X X X X Education 672 1805 X X X X Sales 1310 3078 X X X X Marketing 1643 2147 X X X X Tech 1219 5004 X X X X 5 TOP 3 PRIMARY OBJECTIVES
  28. 28. How to communicate your success to stakeholders • Show your sponsors what they want • Make it visual • Make it timely • Check back in later
  29. 29. LEADS BY JOB ROLE Sponsor Dashboard Sample TOTAL LEADS # of Leads Objective 1 Objective 2 Objective 3 1 2 4 3 x% x% x% GEOGRAPHY United States Western Europe Canada 6 7 ENGAGEMENT BY TRACK TOTAL BOOTH VISITS # of Booth Visits Downloaded No Download CONTENT DOWNLOADS VS. VISITS X % of target TRACK # of Visits Time Spent in Booth Content Downloaded Meeting Requests Sponsored Session Visits Avg # of Chat Messages Executive X X X X X X Education X X X X X X Sales X X X X X X Marketing X X X X X X Tech X X X X X X 5 TOP 3 PRIMARY OBJECTIVES
  30. 30. Our Next Webinar!
  31. 31. Q&A Allie Magyar Founder & CEO Hubb Next Webinar: ​ Virtual & Hybrid Event Sponsorship – October 7th

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