The document discusses how to leverage advocates to improve event marketing ROI. It outlines 7 ways advocates can help before, during and after an event, such as generating event content, promoting the event, amplifying engagement at the event, and continuing engagement post-event. The presentation encourages marketers to integrate advocates into their event strategies to make events more memorable and impactful.

1. Thanks for joining us! We’ll start promptly at 1:03 p.m. ET

2. Housekeeping
• Q&A
panel
on
your
right
• Recording
for
colleagues
who
couldn’t
make
it
• All
a;endees
will
receive
slides
• Twi;er:
• #advocatemktg
• @certain
@scoAngram
• @influiCve
@jomoon

3. What you’ll learn
• New book: Making Rain With Events
• Event marketing challenges
• Role of advocacy at events
• How to leverage advocates before, during and after
• Keeping advocates engaged

5. Certain
The event platform for the marketer
• Certain provides enterprise event management solutions to plan
flawless events and create engaging experiences.
• Marketers need an event management platform designed for
them, with all capabilities built into a single platform and
integrated with their marketing automation systems.
• A platform designed to help them practice their craft – segment
audiences, target messages, drive behavior, and track results –
and incorporate events into the buyer’s journey.

6. Influitive
Advocate marketing experts
• Powerful advocate marketing software that
helps B2B marketers discover, mobilize, and
recognize their biggest fans – customers,
partners, employees
• Drive referrals, references, reviews, word of
mouth recommendations, engagement, and
more
• Founded in 2010
• HQ in Toronto, Boston, Palo Alto
• Private, VC backed, >$11M raised

7. Marketing impact of events

8. The event marketing gap

9. The integrated marketing opportunity
Attendee Profile Event Technology Engaging Event
Experience
Drive Revenue
Cycle
Marketing
Software
Profile, Behaviors,
& Interests

10. Events consume 20% of “modern
marketing” budgets
• More than - content,
branding, marketing
automation, social media,
PR and analyst relations
combined!
• Yet only half of CMOs admit
that they struggle to make a
business case for
investment in events*

11. Why events don’t live
up to their billing
• Typical pre-event marketing drives registration, but not passion
and buzz
• It’s hard to drive traffic to the sessions and exhibits that matter –
especially for booths & sessions on the ‘edges’ of the main
event
• Marketing pitches and demos that inform but don’t convince
• Not enough content/not authentic enough content
• Flash in the pan marketing – it’s all over in 2-3 days

12. The solution: your advocates!

13. What is an advocate?

14. They may not do this…

15. But they will do all of this and more…
Re-tweets, References
Likes, shares
Consider, Retain, Inspire
Referrals
Product reviews
Blog
comments
Discover
Media
interviews
User groups
Product
surveys
Customer
Advisory
Boards
Analyst
interviews
Purchase

16. Why advocacy and events?
• Customers,
partners,
prospects,
media
and
analysts
all
in
one
place
• On
a
mission
to
learn
and
network,
share
experCse
with
peers
• A;endees
don’t
care
about
sponsors
• They
want
to
hear
what
other
a;endees
are
interested
in,
experiencing
success
with
• Needs
to
be
a
strategic
priority
integrated
with
the
rest
of
your
event
marke8ng
plan

17. 7 Ways Advocates Help
You Boost Event ROI

18. 1. Generate topics, speaker
submissions and speakers
Ektron’s advocates generated a
tidal wave of speaker
submissions for their annual
user conference
BEFORE THE EVENT
90% of track
sessions
were
customer
generated

19. 2. Promote the event and
drum up more registrations
Fill those seats!
BEFORE THE EVENT

20. 3. Make it memorable
DURING THE EVENT

21. 4. Amplify engagement
and social buzz
DURING THE EVENT

22. 5. Capture videos, case
studies and more on-site
Within
the
few
days
of
the
conference,
Ektron
captured
tons
of
new
customer
videos,
creaCng
content
they
could
use
throughout
the
rest
of
the
year
DURING THE EVENT

23. 6. Orchestrate genuine
interactions on-site
DURING THE EVENT

24. 7. Continue the engagement
after the event ends
AFTER THE EVENT

25. 7 Ways Advocates Help
You Boost Event ROI
1. Generate topics, speaker submissions & speakers
2. Promote the event in advance & help drum up more
registrations
3. Make it memorable
4. Amplify your engagement & social buzz
5. Capture videos, case studies & more while onsite
6. Orchestrate genuine interactions
7. Continue the engagement after the event ends

26. How are your advocates
helping you at your next
event?
Whether it's an event like a
conference, trade show,
product launch or a key
campaign, advocates can help
you maximize the impact of all
your strategic marketing efforts
when effectively mobilized.

27. Check your
email!