eFolder Expert Series- How To Host Killer Marketing Events

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Developing a successful cadence for hosting lunch and learns can help MSPs build stronger relationships with clients and generate high-quality leads. Learn what best-practice steps to follow to make your next event a great success!

Technology

How to Host Killer Marketing Events
to Boost Your MSP
Ariane Pollock
EMEA Marketing Coordinator
apollock@efolder.net
linkedin.com/in/arianepollock

• Expert Introduction
• Benefits of a Lunch and Learn
• Pre-Lunch Checklist
• “Host with the Most”
• Post-Lunch Checklist
• Additional Tips
• Q&A
© 2015 eFolder, Inc. All Rights Reserved.2
Agenda

Expert Introduction
© 2016 eFolder, Inc. All Rights Reserved.3

Evoke IT
© 2015 eFolder, Inc. All Rights Reserved.4
Founded in 2011
20 employees
40 active clients
Client base across Scotland
Serves SMBs of every industry

Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.6
A Lunch and Learn is a lunch-hour
presentation facilitated by an
organization designed to circulate
information to attendees on a specific
topic.

Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.7
Strengthens
Community
Networking
Opportunity
Direct Form of
Contact
Lead Generation

Lunch and Learns with Evoke IT
© 2015 eFolder, Inc. All Rights Reserved.8
How has Evoke IT
benefited from a Lunch
and Learn initiative?

Ideal Lunch and Learn Format for MSPs
© 2015 eFolder, Inc. All Rights Reserved.9
• Upscale steakhouse with private room
• 20-30 registrants
• 15-20 attendees
• Organized registration process
• 1 hour session, with 45 minute presentation
• 3 course meal with beer + wine
• Offer to close with
• Don’t forget dessert!

Lunch and LearnTimetable
© 2015 eFolder, Inc. All Rights Reserved.11

2 Months from Lunch and Learn
www.espatial.com
© 2015 eFolder, Inc. All Rights Reserved.12

Find a venue
© 2015 eFolder, Inc. All Rights Reserved.13

1 Month from Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.14
• Build event
registration page
• Send event dates and
registration links to
salespeople

3-4Weeks from Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.15
• Create recipient list
for email blasting
• Search LinkedIn for
additional prospects
to invite

2-3 Weeks from Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.16
• Begin email blast campaign
o 3-4 email invitations
o Spread out over 2 weeks leading up to
event
o Pardot, Marketo, Vertical Response,
MailChimp, Hubspot

Lunch and Learns with Evoke IT
© 2015 eFolder, Inc. All Rights Reserved.17
What other ways does
Evoke IT drive
attendance for Lunch
and Learns?

1-2 Weeks from Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.18
• Send out LinkedIn
InMails if more
registrants are
necessary
• Begin “sanity
checks” on
registration lists to
weed out ineligibles

Friday Prior to Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.19
• Send “wingman blast” emails to
registrants
• Create name badges and check in list
• Prepare collateral
• If traveling, ship package to restaurant

1-2 Days before Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.20
• Update restaurant
contact with logistical
information
o How many people?
o What time will guests be
arriving?
o Confirm menu options

1 Day before Lunch and Learn
© 2015 eFolder, Inc. All Rights Reserved.21
Reminder Calls!

Lunch and Learns with Evoke IT
© 2015 eFolder, Inc. All Rights Reserved.23
What does Evoke IT’s
Lunch and Learn format
look like?

Lunch and LearnTimeline
© 2015 eFolder, Inc. All Rights Reserved.24
Time Action
11:50-12:10 Guests arrive
12:15-12:20 Start presentation/salad
drop
12:30 Salad plates cleared
12:35-12:40 Entrée drop
12:50-12:55 Entrée plates cleared
1:00-1:15 Closing offer/dessert drop

Post-Lunch Checklist
© 2015 eFolder, Inc. All Rights Reserved.26
• Mark “Attended/Not
Attended” on
registrant excel sheet
• Make sure all
attendee info is
accurate; name,
number, email
• Include walk-ins
• Send to marketing
for sales handoff
• Enjoy your own lunch
with a well deserved
glass of wine!

Lunch and LearnTips
© 2015 eFolder, Inc. All Rights Reserved.28
• A Great Invite List
• Educational Content
• Joint Partners
• Killer Venue and Delicious Food
• Professional Logistics
• Strict RSVP List Management
• Repetition

Other Event Formats
© 2015 eFolder, Inc. All Rights Reserved.29

Questions for Laura
© 2015 eFolder, Inc. All Rights Reserved.31
• How do you overcome budget constrains?
• What marketing challenges do you face and how
do you overcome them?
• What other marketing activities do you conduct
and which ones are the most engaging?
• What advice do you have for partners who want to
start marketing their solutions?

Thank You!
Ariane Pollock
EMEA Marketing Coordinator
apollock@efolder.net
linkedin.com/in/arianepollock

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