Your 2020 Event Strategy: Planning Framework

1. Your 2020 Event Strategy Done Right Cheri Keith Research Director, Demand Marketing Strategies Sirius Decisions

2. @siriusdecisions 2 © 2019 SiriusDecisions. All Rights Reserved Executive Summary • Key issues • What you will walk away with • Organizations run events to drive incremental demand, but often have a too-narrow definition of event goals • Although events are typically one of the biggest marketing spend categories, organizations often consider them an adjacent item to other demand efforts • As attracting people to attend and engage becomes increasingly difficult, executives are asking marketing teams to justify event spend with greater rigor • What’s required for a modern and effective event strategy • A tool to determine which events are most appropriate based on value and cost • A roadmap for implementing modern event practices

3. @siriusdecisions 3 © 2019 SiriusDecisions. All Rights Reserved Are physical events still relevant in today’s digital world? Sources: SiriusDecisions 2017 Buying Study, Command Center Marketing budgets allocated to live events and tradeshows 40% Rated human interaction for b-to-b buyers, Industry conference, tradeshow and vendor-hosted events #1

4. SiriusPerspective: @siriusdecisions 4 © 2019 SiriusDecisions. All Rights Reserved Three Pillars for a Modern Event Strategy Organizations should align their goals and focus their activities on three pillars to achieve a modern event strategy. Event Support The core principles, processes, organizational interlock and technical infrastructure that support the successful creation and/or attendance of events Event Logistics The specialist skill set required to organize and stage events Event Experience The planning and execution of a complete pre-event, event and post- event experience for each attendee

5. SiriusPerspective: @siriusdecisions 5 © 2019 SiriusDecisions. All Rights Reserved Post-Event • Reinforcement • Ongoing marketing and sales effort • Staff debrief Event Support Event Management Framework Organizations must take a disciplined approach to plan, refine and execute events. Core Principles • Strategic planning • Event goals and objectives • Campaign alignment • Event type • Buyer personas/ buying cycle • Messaging and offer strategy Event Logistics Process • Event selection • Campaign context • Lead management • Event-specific SLAs • Measurement • Event governance • Brand compliance Organization • Demand center • Field marketing • Corporate comms. • Direct sales • Resource allocation • Event function • Channel • External agency Infrastructure • EMS application • Web sites • Automation – sales and marketing • Budgeting • Online platforms • At-event apps • Data and analytics Event Experience Pre-Event • Event promotion • Event organization • Staff training At Event • Audience experience • Engagement • Message implementation • Social amplification

6. SiriusPerspective: @siriusdecisions 6 © 2019 SiriusDecisions. All Rights Reserved Event Types By understanding event types and their key characteristics, organizations match these to the specific objectives they best serve. Event Type Duration Ability to Influence Content Medium Organization Responsible Budget Indication Webinar 30 to 60 minutes High Web-Based Self Low Cost Virtual trade show ½ to multiple days Low Web-Based Third Party Low Cost Live events ½ to full day High Physical Self Medium Cost Trade shows 1 to multiple days Low Physical Third Party High Cost Customer conference 1 to multiple days High Physical Self High Cost Sponsorship/ reward events ½ to multiple days Low Physical Self Varied Channel events ½ to multiple days Varied Web Based or Physical Self or Partner Varied

7. SiriusPerspective: @siriusdecisions 7 © 2019 SiriusDecisions. All Rights Reserved The New SiriusDecisions Campaign Framework The campaign framework has evolved to comprehend the entire customer lifecycle and coordinate core elements across the program families. MessagingandContent Reputation Demand Engagement Help sales, channel and execution teams with theme-based education and guidance Campaign Program Families and Objectives Customer centric programs that drive adoption, advocacy, loyalty and retention The activation, validation and acceleration of new and existing opportunities The building of awareness and shaping of perception, interest and urgency around a theme Enablement Initiate Relationship Encourage Use Cultivate Advocacy Activate Demand Validate Demand Accelerate Opportunities Create Awareness Shape Perception Influence Preference MarketIntelligenceandAudienceInsights Campaign Theme Educate Participants Guide Deployment • Media release • Specialist influencer briefing • Trade show • Buyer stage-focused webcast • Regional road show • Email nurture • Pipeline closing event • Technical webinar Events are one of a mix of program tactics • Playbook • Training sessions

8. SiriusPerspective: @siriusdecisions 8 © 2019 SiriusDecisions. All Rights Reserved Managing Out of Campaign Events Even if an event falls outside of the campaign structure, Marketing should use the program families to classify and drive the goals of these events MessagingandContent Reputation Demand Engagement Help sales, channel and execution teams with theme-based education and guidance Campaign Program Families and Objectives Customer centric programs that drive adoption, advocacy, loyalty and retention The activation, validation and acceleration of new and existing opportunities The building of awareness and shaping of perception, interest and urgency around a theme Enablement Initiate Relationship Encourage Use Cultivate Advocacy Activate Demand Validate Demand Accelerate Opportunities Create Awareness Shape Perception Influence Preference MarketIntelligenceandAudienceInsights Campaign Theme Educate Participants Guide Deployment Out of Campaign Events Limited to a few large or high budget occurrences Event Planning extends beyond campaign planning horizon Event supports goals and objectives of multiple campaigns Typical examples include annual user conferences

9. SiriusPerspective: @siriusdecisions 9 © 2019 SiriusDecisions. All Rights Reserved Staff Training Is Critical to a Positive Event Experience Consistency, training and appropriate knowledge proficiency for event staff is critical for executing a successful event. Skills •Event support •Event logistics •Event experience •Campaign team •Web team •Demand center •Sales •Events logistics Knowledge •Subject/industry expertise •Company messaging •Attendee accounts background •Event theme Training •Role based •In-house/external •Certification •Demo •Booth training •Attendee triage •Lead capture •End-of-day debrief Enablement •Pre-event, at-event and post-event options •Portals •Templates •Delivery options •Attendee triage •Booth planning •Timing Technology Requirement

11. SiriusPerspective: @siriusdecisions 11 © 2019 SiriusDecisions. All Rights Reserved Changing Buyers’ Expectations for Event Engagement Companies focusing only on “at-event” activities miss out on richer experience and engagement opportunities. Content Theme and messaging Storytelling Persona- and data-driven Technology and Process Mobile apps Social engagement Registration Enablement 1:1 meetings Social media response team Nurture “Vision without execution is hallucination” Thomas Edison Question: So what would execution without vision be? Answer: The way most organizations “do events” today…… ”At event” only thinking means strategy and vision remain afterthoughts …not about quality, engagement and experience. Lack of vision means it’s about quantity, activity and mentions

12. SiriusPerspective: @siriusdecisions 12 © 2019 SiriusDecisions. All Rights Reserved Example Checklist: Pre-, At- and Post-Event Activities While event activities vary by event type, every event requires a plan and checklist to ensure details are covered and opportunities are maximized. Category Pre-Event Operational logistics and training • Location and date • Sponsorship planned • Logistics by event type • Staff training Promotion and content • Inbound marketing, invitation and awareness plan • Media/analyst pre-briefing • Email, Web and nurture followup • Pre-, at- and post-event content • Interactivity and social media opportunities Capture, qualification and engagement • Create Web and social media assets • Pre-defined opportunity identification criteria (sales ready, tele ready, nurture ready) • Plan event specific sales and tele followup based on SLA Category At Event Operational logistics and training • Staff training on pre-built messages and FAQs to ensure staff stays on message Promotion and content • Engage with attendees with appropriate content and messaging • Social media opportunities executed • Extend offers Capture, qualification and engagement • Leverage every interaction opportunity – onsite, online, social media • Track and engage – RFID, badges, tags, mobile devices • Interactivity opportunities (demos, polls, Q&A) Category Post-Event Operational logistics and training • Debrief • Gather hot topics for post-event promotion plan • Train on post-event promotion and social media activities Promotion and content • Execute post-event content • Reinforce key messages and include hot topics – tweeting and blogging to raise awareness and draw more high-value activities Capture, qualification and engagement • Post-event setup of ongoing communities • Make content, demos, collateral and other assets that align with predefined qualification criteria available for attendees to access • Execute the SLA

13. @siriusdecisions 13 © 2019 SiriusDecisions. All Rights Reserved Leveraging Event Data Throughout the Journey Education Solution SelectionBuying Phase Buying Decision Stage Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection PersonaA Interaction Non- Human Human Content Asset Type 1. Analyst Report 2. Article/Publication 3. Case Study 4. Sales Presentation 5. Brochure 6. Promotional Video 7. Sales Presentation 8. White Paper 9. Case Study 10. No Asset 11. Sales Presentation 12. Case Study 13. No Asset 14. Analyst Report 15. Analyst Report 16. Sales Presentation 17. No Asset Delivery Channel 1. Landing Page 2. Web Site 3. Email 4. Sales Call 5. Event 6. YouTube 7. Sales Call 8. Sales Call 9. Sales Call 10. Reference Call 11. Sales Call 12. Reference Call 13. No Asset 14. Sales Call 15. Sales Call 16. Sales Call 17. No Asset Engagement Presence Authority 6 Customer Reference (Vendor) Customer Service Rep Product Manager Sales Rep Sales Rep Explore YouTube 1 Peer Networking Event Explore Web Site Live Vendor Webinar Sales Rep Search Internet 13 14 17 Industry Analyst Customer Reference (Buyer) Value Actualization Tool Sales Rep Executive Sales Rep 15 168 9 10 11 1272 3 5 Simulated Facilitated Orchestrated Influenced Fully Significantly Moderately Slightly Not at all Decision Maker High Influence Average Influence Low Influence No Influence 4

14. SiriusPerspective: @siriusdecisions 14 © 2019 SiriusDecisions. All Rights Reserved Post Event: Nurture An event interaction in and of itself won’t drive a sale, especially for online events consumed early in the buying process. Contact Me Immediately No Contact/High Match No Contact/Low Match Key Considerations • Can we get leads quickly into the right sales resource’s hands? • What intelligence can we provide to sales to make the next interaction worthwhile? • What nurture stream should prospects be placed into to continue the conversation? • Can associated prospects be grouped in order to employ account- based scoring? • Should the contact(s) be placed in to a long-term maintenance nurture stream or not? • If no interactions can be generated in a gated timeframe (e.g. 90 days), should contacts be removed? Event

16. SiriusPerspective: @siriusdecisions 16 © 2019 SiriusDecisions. All Rights Reserved Assess Your Organization’s Ability Organizations have a number of aspirations for their events; assess the ability to plan, execute and measure events to maximize return on investment. • Ability to integrate events into a broader plan vs. running them as a group of standalone tactics • Ability to centralize a greater amount of event selection and planning, while leaving execution (and some selection) local • Ability to measure events’ return more effectively, based on a common understanding of what event “value” is • Ability to leverage events beyond the physical/virtual event itself • Ability to improve event experience in a more proactive manner, given the increased feedback channels now available

17. SiriusPerspective: @siriusdecisions 17 © 2019 SiriusDecisions. All Rights Reserved Roadmap for Modern Event Practices Adopt a roadmap to implement modern event practices within the organization and increase the efficiency and effectiveness of the event discipline. The Journey Starts Today • Process and procedures • Skills assessment • Interlock • Technology assessment Event Assessment 1 • Process and terms definition • Goals and KPI definition • Measurement Strategic Event Planning 2 • Formal selection criteria • Campaign goal alignment • Data quality Event Selection 3 • Distinguish between event strategy and logistics • Event lead level and SLAs • Roles and responsibilities Organizational Interlock 4 • Investment roadmap • Rollout and training • EMS integration • Integrated measurement Technology Investment 5 • Pre-event, at-event and post- event templates • Engagement • Interactivity Attendee Experience 6 • Program goal definition • Event planning and execution • Measurement Internal Pilot 7 • Campaign development • Pre, at- and post- interlock • Program measurement • Event mix analysis Optimize 8

18. Stay in touch! www.hubb.me Raime Merriman VP, Marketing rmerriman@hubb.me @raimster