Better Events with Marketing Automation

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An incredible amount of money and effort is spent each year by companies on events - trade shows, road shows and more. Challenges range from driving attendance to following up with potential leads, and ultimately the ability to report on ROI. So, how can marketers make the most of their efforts and budget spent on these initiatives?

In this upcoming webinar, Sangram Vajre - Director of Marketing at Pardot, and Ed Barrett - VP of Membership and Marketing at GBTA, explore how marketing automation has helped GBTA increase event registration by 20%, while reducing marketing costs by 50%+. Attend the webinar to learn how marketing automation can help marketers to:

- Accelerate event attendance
- Increase lead conversion rates
- Increase marketing efficiency and lower marketing costs
- Integrate with sales activities

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Better Events with Marketing Automation

  1. 1. Better Events with Marketing Automation Sangram Vajre Director of Marketing Pardot Ed Barrett VP of Membership & Marketing GBTA
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make.All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. SANGRAM VAJRE Director of Marketing Pardot ED BARRETT VP of Membership & Marketing GBTA Our Speakers
  4. 4. #PardotWebinar Agenda • Event Challenges • Needed Improvements • GBTA – The Real Deal • Events and Marketing Automation • Key Takeaways
  5. 5. Events - The Challenges • Expense • Time commitment • Resource-intensive • Measurement of ROI • Follow-up Strategy
  6. 6. #PardotWebinar Let’s Break It Down Copyright CMO Council All Rights Reserved, 2013 45% 39% 29% MAKING A STRONG BUSINESS CASE FOR TRADE SHOW ATTENDANCE ESCALATING TRADE SHOW COSTS AND BUDGET/ RESOURCE MANAGEMENT TURNING LEADS INTO ACTIONABLE OPPORTUNITIES FOR SALES AND CHANNEL GROUPS
  7. 7. #PardotWebinar How Can We Improve? • Better overall strategy and planning • Better lead/data collection • Better post-event planning and execution • Better post-event reporting and analytics
  8. 8. Global Business Travel Association GBTA
  9. 9. Who is GBTA? •  Global Business Travel Association – a global professional trade association with 7,000 global members serving the business travel industry. •  Offerings include: –  40+ Annual Events –  Professional Education –  Professional Certification –  Media publisher with Global Business Travel magazine –  Primary Research –  Industry Advocacy work on Capitol Hill
  10. 10. Pardot Use Has Transformed GBTA Event Marketing Key Benefits Efficiency Conversions Engagement Precise Targeting Cost Time to Convert Time to Market
  11. 11. How GBTA Uses Marketing Automation for Events Capture Nurture Target Convert
  12. 12. Capture Leads Report Landing Page “Email collector” on event pages
  13. 13. Nurture Leads
  14. 14. Target Event Score Drives Prospect Targeting Top Tier 18% Conversion Mid Tier 3% Conversion Bottom Tier 0% Conversion
  15. 15. Convert
  16. 16. Bottom Line Results Increased return on marketing investments 20% registration growth 50%+ reduction in marketing expenditures
  17. 17. Process Improvements at GBTA Unintended Consequences of Marketing Automation and The Need for Speed BEFORE Event DURING Event AFTER Event Build Awareness Session-based, relevant content kit DRIP – Focused, segmented content
  18. 18. Pardot Use Has Transformed GBTA Event Marketing Key Process Metrics 5X increase in new requests serviced per month Fulfillment time reduced by 60%, to less than 48 hours
  19. 19. Key Takeaways
  20. 20. Tie Page Actions into Salesforce for sales follow up 1 Capture event leads on every page Nurture event leads to build event scores Use event scores to laser focus conversion efforts Abandon cart emails are highly effective 2 3 4 5
  21. 21. Questions?
  22. 22. SANGRAM VAJRE Director of Marketing – Pardot @sangramvajre ED BARRETT VP of Membership & Marketing - GBTA @edbarrett - Ed

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