Any type of event needs a right direct to data management and marketing automation to abolish problems and make most of event ROI

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Integrated Marketing: In-Person and
Online Events By OmnePresent

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Introduction
● Vital part of B2B marketing plan
○ Whether it is online or in-person
event, it helps to increase sales,
raises brand alertness and
improves understanding of product
and services
○ Knowing the importance of events,
B2B marketers have increased
their budget for such even
● Any type of event needs a right direct to
data management and marketing
automation to abolish problems and
make most of event ROI

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Freeze Your Event Marketing Objectives
● Planning should be done in such a way
that the desired goal is achieved
● Create qualified leads based on their
buying plans and ideas given in
registration data
● Recognize core decision makers and
build relation with high-level executives
through various events
● Structuring brand alertness or thought
direction is an important event

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Choose Time, Place And Medium To Give Away Invitations
● The quality, time-slot and intended
audience of event play an important
role
● Email-marketing, social media and
direct mails can be used to give away
invitations to create new leads
● Fix time and process to distribute
invitation to avoid conflict
● Freeze the date and other information
before giving invitation

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Control The Registration Process
● Online Registration is best and mostly
used process
● While fixing landing pages ensure system
keeps track of origin of each registration
● Custom landing page and tracking codes
can be used to keep an eye on each
attendee
● Ensure system closing automatically on
given deadline
● Automated tools should be used for event
confirmation and reminders.This also
helps in personal communication with
attendees
● RSVP is a request to response form for
attendees to inform whether they are
accepting or declining the invitation

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Build your Lead Capture Action
● Robust and precise lead data can be
obtained from event registration and
on-site activity such as inspecting
business card and badges
● The gathered data should enter
marketing automation or CRM as soon
as possible
● A system should be available that can
record updates and keep expected
accurate data in a proper manner

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Get Ready To Rank And Prioritize Registrants
● All B2B marketers know that the points
emerged can range from success to
failure
● So it’s vital to have a system that can
check according to business principle
and arrange it for follow-up
● A powerful system can analyse the
coming leads against a current
database and can determine other
behaviour
● This type of system can conclude
whether to direct a lead towards sales
or to nurturing campaign or reject it as
inappropriate

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Arrange Nurturing Action
● Lead scoring definitely produces data
required for lead nurturing campaign
● Events should be nurtured with suitable
content and timely touches
● Every attendee and CEO should be given
some additional offerings like invitation of
dinner or panel discussion for CEO and
additional webinars and white paper in a
follow-up email to attendees
● Attendees choice of communication
should be analyzed and should be
contacted in that way only for events
● Keep an eye on social media post and in
between events and ensure twitter
hashtag for each

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Choose Your Metrics And Evaluate Your Outcome
● Fixing of goal makes it convenient to plan
appropriate metrics
● If an event aims at producing lead then
number of Marketing Qualified Leads
(MQL) as to total number of attendees is a
vital metrics to record
● System should be in proper condition
● Only establishing MQL is not
enough,identifying efficient leads that will
change sales pipeline , time taken by them
for this change and revenue produced is
important to know
● You will get a detailed vision of ROI if you
put high efforts in combining marketing
activities and adopt close loop reporting
with sales team

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Media Used For Such Events
● Various media such as TV, phone,
email, radio, magazines, internet etc
can be used for this purpose
● Ads given on various media can be of
different format but should deliver a
consistent message
● Use of internet on a higher level
nowadays, has given on-line events
great importance
● Providing consistent information about
brand on internet helps to connect with
various people

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Collect Responses Of Your Attendees
● Lastly always find various modes to collect
responses from attendees at live events
● It could be easy or complex at certain
point
● Feedback can be auto-generated, email ,
through phone or can also be taken
through in-person meeting
● Observe your social media pre and post of
event to deliver Twitter hashtag
● It helps to provide real-time source of
responses by acknowledging complaints
or request of attendees
● This not only helps in better marketing but
also helps in providing better customer
service and is also recognized by
attendees

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Conclusion
● Online and In-person events helps to
understand products and raise the
brand so it has influenced many
company to increase their budget for it
● First set the goal of event , then decide
when,how and where it will be
conducted ,next register the attendees
and prioritize them accordingly and
lastly take feedback from attendees
● Various media and metrics can be used
to organize such type of events and
make it effective to achieve the desired
objective

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OmnePresent Services

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Contact Us
info@omnepresent.com
www.omnepresent.com