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Cvent & Event Marketing
- 1. ACTIVATING EVENT DATA TODRIVE REVENUE Insert Date
- 2. EVENTS DRIVE THECUSTOMER LIFECYCLE 6.5 ROI 1,000s 100s20-40%
- 3. Marketers have embraced digitaltransformation… What about Events?
- 4. How Can WeActivate Event Data to Drive Revenue? How Can We Maximize the Impact of our Events?
- 5. Determining the rightdata to capture for each type of event, and at each stage of event execution THE RIGHT DATA Integrating event data with your CRM and MAP to enable rapid, relevant follow-up MARKETING SALES QUICKLY & INTELLIGENTLY ACTIVATED Automating data capture across all your events to build a profile of buyer interest CONSISTENTLY CAPTURED
- 6. THE RIGHT DATA PreEvent During Event Post Event • Check-in • Session attendance • Session feedback • Poll responses • Social posts • Speaker ratings • Session ratings • Booth visits • Trade show scans • Product demos • 1:1 appointments • Activations • Audience segmentation • Registration Status • Registration data • Custom questions • Pre-event surveys • Session enrollment • Attendee SAT scores • Survey responses • Event cost • Event revenue • Event ROI • Campaign opens, clicks, views, form fills etc.. Data Elements: Data Elements: Data Elements:
- 7. TIER 3 EVENTSTIER 2 EVENTS TIER 1 EVENTS EVENT REGISTRATION FORMS CHECK-IN & BADGING MOBILE EVENT APPS (FEEDBACK AND ENGAGEMENT) APPOINTMENTS LEAD CAPTURE SESSION SCANNING/ATTENDEE TRACKING / RFID SURVEYS MEETING NOTIFICATIONS AND SPEND APPROVALS CONSISTENTLY CAPTURED: HOSTED EVENTS BRAND, AUDIENCE ACQUISITION REPORTING ANALYTICS eMARKETING
- 8. TIER 3 EVENTSTIER 2 EVENTS TIER 1 EVENTS LEAD CAPTURE APPOINTMENTS REGISTRATION, CHECK-INS, FEEDBACK (EVENTS WITHIN THE EVENT) MEETING NOTIFICATIONS AND APPROVALS CONSISTENTLY CAPTURED: TRADE SHOWS YOU ATTEND BRAND, AUDIENCE ACQUISITION REPORTING ANALYTICS
- 9. Route to Sales MarketingNurture Analytics CRM MAP CDP/Data Lake QUICKLY AND INTELLIGENTLY ACTIVATED
- 10.
- 11. PERSONALIZED EVENT MARKETING Increase eventattendance and trade show leads with smart, multi -channel outreach and consistent lead capture and qualification tools INTEGRATED ATTENDEE INSIGHTS Drive more revenue by using comprehensive event data to paint one version of the truth, shared quickly with Sales and Marketing systems to take the next best action A SINGLE, UNIFIED PLATFORM Amplify the impact of all your events through standardization, unified and secure technology CAPTURE CONVERT SCALE
- 12. CAPTURE Customizable “front doors”for all your events Relevant messaging and nurture that drives response Personalized registration experiences to optimize conversion and insights Universal lead capture tools improve trade show lead volume and yield BRANDED EVENT WEBSITES AUTOMATED, TARGETED OUTREACH MULTIPLE, CUSTOM REGISTRATION PATHS AUTOMATED, CONSISTENT TRADE SHOW LEAD CAPTURE
- 13. CONVERT One, complete viewof the attendee improves campaign effectiveness and accelerates path to revenue Quickly connect sales with prospect insights to accelerate and optimize follow up Integrate event data with proprietary in-house systems to enable visualization and action. Disparate event data is unified and visualized for better insights and evidence of impact MARKETING AUTOMATION INTEGRATIONS CRM INTEGRATIONS CUSTOM API / OPEN ACCESS ADVANCED, CUSTOM INSIGHTS & ANALYTICS
- 14. QUICKLY AND INTELLIGENTLYACTIVATED: INSIGHTS EVENT INSiGHTS ATTENDEE INSIGHTS SESSION INSIGHTS TRADE SHOW INSIGHTS
- 15. SCALE Solution scale &breadth to facilitate adoption and standardization across all your hosted and sponsored events Consistent, high data security and privacy standards across all products to ease compliance management. 24/7/365 right-size support delivery models, including on-site project management, delivered with 95% CSAT, ONE INTUITIVE PLATFORM FOR ALL YOUR EVENTS UNIFIED, COMPREHENSIVE DATA SECURITY POSTURE SCALABLE SUPPORT MODELS
- 16. NEXT STEPS –HOW CAN WE HELP? Simplify the tech stack Identify the right data to capture WorkshopIdentify the right event for the job
- 17. Deep Integrations into nativeworkflows of Marketo, Eloqua, Salesforce, and others Simplify Your Tech Stack 80% of the Fortune 100 Use Cvent Data Security and Privacy We’re where you already work A single platform with the product breadth and depth to handle all your events, big and small Trusted Partner Certified, enterprise class compliance across all products WHY CVENT?
- 18. Let’s stay intouch! THANK YOU
- 19. Pull slides asneeded APPENDIX
- 20. EVENT PROGRAM KILLERS:THE SYMPTOMS STALLED/DECLINING LEAD GROWTH INABILITY TO PROVE EVENT IMPACT SLOW, UNAUTOMATED FOLLOW UP INABILITY TO SCALE
- 21. MANUAL PROCESSES AND TECHNOLOGY FRAGMENTATION CAN’TSCALE EVENTS AS “OFFLINE” MENTALITY DATA SILOS OBSCURE THE FULL PICTURE AND SLOW RESPONSE EVENT PROGRAM KILLERS: THE CAUSE
- 22.
- 23. SMALL IMPROVEMENTS CANDELIVER BIG IMPACT... EVENT LEADS More leads, better qualified SALES QUALIFIED LEADS To Sales and Marketing faster OPPORTUNITIES Enabling more relevant, timely follow up DEALS Driving more deals and revenue EVENT LEADS SALES QUALIFIED LEADS OPPORTUNIUTIES GROWTH & LOYALTY DEALS
- 24. +34 Deals +$1.7Min Revenue EXAMPLE: 1% LIFT , $50K ASP 1%LIFT EVENTS MARKETING FUNNEL BASELINE 1% LIFT # OF EVENT LEADS (MQLS) 10,000 10,100 SALES QUALIFIED LEADS 30% 31% OPPORTUNITIES 25% 26% OPPORTUNITY CLOSE RATE 40% 41% DEALS FROM THE EVENT 300 334 REVENUE IMPACT FROM THE EVENT $15,000,000 $16,688,230
- 25. INTEGRATED SO YOUCAN TAKE THE NEXT BEST ACTION BLOG READ WEB PAGE VISITS TRADE SHOW DISCUSSION EMAIL OPEN > WHITE PAPER DOWNLOAD SEMINAR REGISTER AND ATTEND EMAIL OPEN & CASE STUDY DOWNLOAD USER CONFERENCE ATTENDANCE
- 26. QUICKLY AND INTELLIGENTLYACTIVATED
- 27. SESSION ATTENDANCE S1 S2S3 1 1 2 2 2 3 3 3 Persona 1 Persona 2 SESSION ENGAGEMENT S1 S2 S3 1 1 2 2 3 3 3 TRADE SHOW V1 V2 V3 1 1 1 2 2 2 3 3 SEGMENTATION CRITERIA Persona 3 ACTIVATION – SEGMENTATION BY PERSONA
- 28. SESSION ATTENDANCE S1 S2S3 1 1 2 2 2 3 3 3 Industry 1 Industry 2 SESSION ENGAGEMENT S1 S2 S3 1 1 2 2 3 3 3 TRADE SHOW V1 V2 V3 1 1 1 2 2 2 3 3 SEGMENTATION CRITERIA Industry 3 ACTIVATION – SEGMENTATION BY INDUSTRY
- 29. Leslie Marshall Head ofExperiential Marketing • Event Management • OnArrival 360 • Mobile Event Apps • Lead Retrieval • Session Scanning / RFID CVENT SOLUTIONS: REAL RESULTS – MORNINGSTAR 1,637 ATTRIBUTED MQLs Named Top 5 Marketing Campaign 59 Attributed Sales Opportunities 13,809 ATTENDEES ACROSS 150 GLOBAL EVENTS 150 GLOBAL EVENTS “Using Cvent, we could show Senior Management that our Investment Conference supported $4M in revenue 12 Closed Won Deals TOTAL EVENT PROGRAM
Editor's Notes
- #2 Primary use: To expand use of Cvent across an entire event program (all tiers, hosted and attended) by showing how events and event data, properly executed, can drive Marketing KPIs Primary Target Audience: Marketing Leadership or Revenue Minded Planner Vertical: B2B Corporate Marketing Moderate to high level of sophistication Target’s Primary Goal: Improve the lead generation, conversion and revenue impact of their live events program; integrate live event data with the rest of their digital channels to drive sales. Target’s Primary Needs: Event data capture across all my events, shared with my marketing systems of record, Delivery consistent, on brand modern experiences. The presentation consist of three content themes. Select and emphasize these areas based on your client’s level of sophistication (e.g. some will need more education than others) How to think about Event Marketing How to embrace and deliver World Class Event Marketing How Cvent Helps
- #3 (Left Graphic) Events are a key part of the Buyer’s Journey to create lead and accelerate deals (Right Graphic) Post-Purchase, events play a key role in the customer journey to drive adoption, renewal and Upsell and Cross sell What unique role do they play?– They are great generators of expressed interest: When attendees spend hours/days away from their office, and spend hundreds or thousands of dollars to do it, their investment level is high. They “vote with their feet” in the sessions they attend, appointments they have, and booths they visit. Lead accelerators: Content based “drip” nurtures can take months to bear fruit. Because you are face to face, events are uniquely good at defining the problem quickly and clearly. And because, at your events, you control the invite list, messages, etc., you can quickly propose a solution to the buyer’s needs They are a significant investment: Events represent 20%-40% of B2B Marketing Spend 6.5 people are involved in the average B2B buying committee/purchase process, so its important you have visibility into the behaviors of all members of the buying committee (account) across your events, not just one person Many organizations have hundreds of events per year Some larger organizations may have thousands of events per year Accurately tracking, proving, and growing ROI across off of these events is complex
- #4 Think about your digital channels. Too often, marketers can’t - or simply aren’t – approaching their live events with the same rigor they do their “digital” / “online channels” Marketing leaders have been embracing digital transformation for years. Think about the tools, tech and people you use to optimize the landing pages on your website. How you pour over the data to get - and keep - engagement on your web pages, and ultimately to drive conversion. All in the pursuit getting that next bump in lead volume, conversions, and pipeline But what about your live events? These face to face interactions have the ability to capture more information, in higher fidelity, than many digital channels. But is many organizations…and for many events… the attendees remain ghosts.
- #5 Given their investment levels and importance, most organizations are asking:
- #6 Three keys elements to best in class Event Marketing Right Data: Understand what event and attendee data is valuable to capture, and where in your existing workflows that data lives Consistently captured: Once you know what the right data looks like and where it lives…you need to reliably capture it across each of the touchpoints and engagement points you have with your attendees. Each of these data elements will help you build a clearer profile off your attendees interests Quickly and intelligently activated: None f the data does any good until you get it in the hands of your Sales and marketing teams so they can follow up with the next best action, and do it quickly while there is still recency and urgency in the mind of the attendee
- #7 Let’s start with the “Right data” What does the right data look like? And where do you find it. This is a summary view of the event lifecycle, highlighting first the major activities you are doing as you: build your event program architecture, plan your events, execute them, and then follow up and assess effectiveness. Each of these activities yields important data elements…data that can help you better understand the interest of your attendees, the overall success of your event, and will help you optimize the attendee experience for your next event.
- #8 Consistently capturing that data requires automation and the right tools. What you see here is a functional view – focused on events you host - of the typical tools (products) used to capture the data we just looked at. The Tiering at the top gives you a sense of where that tool is typically used, but we see customers use these tools at all tiers depending n their needs Note to presenters: Consider bringing up Data Security and Privacy (e.g. GDPR, etc..) here. Data capture MUST be done in a way that is compliant with emerging regulations. Issues like consent, right to be forgotten, etc. is on Marketer’s minds. Enabling consistent data capture with one set of compliant tools is a key benefit!
- #9 And here is the tradeshow view of the same. Note: Again stress Security and Privacy compliance
- #10 Cvent integrates with leading systems to route data in near realtime.
- #12 So how can Cvent help? We provide the tools and technology to help Marketers: 1) Capture more leads from their event programs 2) Improve event lead velocity and conversion 3) Scale their event programs so they can amplify its impact across all events, globally.
- #14 Convert Cvent helps you convers more leads to closed won deals by allowing you to get valuable event data quickly into the hands of your Sales and Marketing teams – in the systems where they already work – so they can pull the through the funnel Marketing Automation Integrations Cvent integrates with Marketo, Oracle|Eloqua, Hib Spot, Silverpop, and more so you can build more complete customer profiles that allow for more targeted campaigns, stronger messaging and powerful customer insights CRM Integrations Minimize time-to-action on your event leads with seamless data flow to your CRM. Improve your workflow processes and customer engagement simultaneously with connected data, automatic updates, tasks, rule assignments, and much more Cvent. Custom API / Open Access Advanced, custom functionality to meet advanced needs and use cases Analytics and Dashboards Cvent has standard and custom reports to bring all your event data together and visualize it so you can get a clearer sense of what’s working and what’s not.
- #15 In addition to Sales and Marketing, other internal stakeholders are consumers of event data. Dashboards facilitate the visualization of the data so you can see patterns and act on them. Dashboards allow visibility into: Event Level data: See key event metrics like attendee counts by category or group Attendee Level touchpoints: Visualize the touchpoint sand activities of individual attendees at your event Content level data: Understand what content is resonating with what audiences so you can optimize future content and agendas, and refine your outreach to these audiences Trade Show Floor: Understand trade show busy hours, high traffic areas, and lead counts per booth so you can give valuable insights back to your sponsors and help you execute a more effective, profitable trade show floor at your next event
- #16 Scale One Platform for all your events Across the enterprise, you wouldn’t have multiple Marketo instances? You wouldn’t have multiple Salesforce instances? Why would you have multiple Event Management systems? Technical fragmentation makes it harder to scale. Cvent has the solution depth and breadth to support all your events …. From your simplest, to your most complex. Unified Data Security and Privacy Posture With GDPR here, and the California Consumer Protection Act (CCPA) coming, data privacy, consent-based marketing and marketing transparency has never been more on the mind of customers …and regulators. As a data controller, you are responsible to ensure the compliant handling of attendee data, and failure to understand – and comply – with these new regulation carry stiff commercial penalties and brand risks. At Cvent, our security framework is certified to leading global and industry standards. Cvent is compliant or aligns with several industry standards and data privacy regulations, including: SOC 1, Type II, SOC 2 Type II, ISO 27001: 2013, Payment card Industry data Security (PCI DSS), Cloud Security Alliance, E.U. general data Protection regulation (GDPR), E.U., U.S. Privacy Shield Framework
- #17 AR - Service and support a key differentiator …one platform for all your events Data standardization
- #18 AR - Service and support a key differentiator …one platform for all your events Data standardization
- #21 Unfortunately, for too many event programs, some combination of this – or maybe ALL of this - is their reality. Stalled /Declining Lead Growth Getting harder to drive attendance to your hosted events Lead “Melt” at your trade shows Slow, ineffective follow up Leads taking too long to get to sales and marketing allowing your competitors to get there first and set the agenda Follow up is generic, not based on what the attendee cares about Or in some cases…too much incoming data. How do I organize and action it Inability to prove impact Inability to attribute revenue to your events and prove ROI. Without evidence of impact…dollars an focus go to other marketing channels Inability to executing at scale As event volumes grow and teams are executing hundreds or thousand of events per year (often simultaneously) systems and workflows must be automated and repeatable
- #22 Our experience is that, behind these “symptoms” lie a few root causes Offline mentality – At a time when most components of marketing are automated and have moved online, meetings and events are often mistakenly viewed as “outside” of a modern, digital marketing mix. Event interactions aren’t captured, scored, shared or used to optimize marketing and sales outreach. Even as some organizations move to integrate their large Tier 1 events into their among the best organizations, many still treat their Tier 2 and Tier 3 events as “islands”. Data Silos Even if organizations have started to capture data from their events, too often that data sits in disconnected silos; Silos caused by fragmented point products or event data not shared with Marketing’s systems of record (MAT/CRM). These silos make it impossible to get a single, clear picture of your attendees so you know the best next action to take. And the time it takes to parse through siloed data…time that costs your sales and marketing teams and time that your competitors are using to define the conversation and set the agenda. Manual Processes and fragmented technology Manual processes simply cant keep up under the strain of high volumes, and throwing more bodies at it isn’t the solution. And fragmented point products typically only add to the problem, forcing your teams to know several products, go in and out of several systems, manage multiple vendors, and even deal with different security, privacy and operational polices across each product. Doing it right and replicating that across hundreds or thousands of events requires standardization.
- #23 :
- #24 The payoff – Applying technology and automation to your event program can impact every level of your marketing funnel. Here are some specific ways that technology can increase lead volume and conversion. And when you maximize the impact of these event touchpoints, they can be powerful accelerants to your marketing mix and funnel.
- #25 To illustrate this, we’ve modelled here a simple 1% lift in lead volume from your events and a 1% conversion rate improvement at each level of the funnel. Each companies’ conversion rates, average sales price etc. will be different, but the point remains that putting some attention, technology and automation to work in your live events program can yield big benefits
- #26 Valuable event data gets shared with your Marketing systems record (Eloqua / Marketo) where it combines with / builds on all you other campaign touchpoints to help paint a clearer picture of your attendee. This is what we mean when we say that events aren’t standalone touchpoints. They aren’t “offline”. They are critical contributors to a modern, digital marketing mix that help you build a more accurate, complete profile of buyer interest.
- #27 Events can produce a lot of data! Many organizations struggle with organizing all that data, and getting it quickly into the hands of Sales and marketing in a way they can smarty follow up. Because every hour that your sales and marketing team aren’t following up, two things are happening: The lead is getting colder Your competition is framing the message Lets take a deeper look
- #28 …by Persona
- #29 …by Persona
- #30 Morningstar, Inc. is a leading provider of independent investment research in North America, Europe, Australia, and Asia with more than $195 billion in assets under advisement. They operate in 27 countries This slide focuses on the results of their Morningstar Investment Conference where they have a very strong lead volume, pipeline and bookings attribution to that event. The key here is that are capturing attendee engagement data onsite, and passing it quickly to their CRM and MAP systems for action and attribution Also included at far right is the scope of their global event program under Cvent management Additional quoted from Morningstar’s team below “Using RFID, we tracked the attendee journey at the 2017 Morningstar Investment Conference, and passed along 1,637 Marketing Qualified Leads (MQLs) and sent attendees through tailored nurture campaigns directly based on lead score.” “The ability to tailor registration paths and ask questions of each registrant has provided us with the knowledge of who our attendees are and what they are interested in. This information helps us improve the conference content for each audience.” “Cvent has digitally transformed our events, taking us from an inefficient, home-grown system to an efficient, seamless, and scalable registration system.”