Marketing to the customer is just as important as marketing to a stranger
To reduce the average digital event drop out (avg 30%) - create connection with your audience
Track meaningful conversations at live-events, don't just limit ROI to booth scans
Segment your follow-ups to events, VIP prospects should get 1:1 follow ups, even if they didn't show.
Formalise a follow-up plan and hold people accountable for their leads
At Tradeshows make sure your teams are using the event networking apps such as Brello, to lock in meetings before the day
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
Target Marketing Fundamentals - How to identify your target audience and create your ideal customer profile.
Presented by Andrew Wilson, Freelancer Digital Marketing Consultant
In the B-to-B world, long registration forms that require visitors to enter too much information too soon are the “pushy salespeople” of Web site conversion. In contrast, progressive profiling is the astute merchant who offers a more positive experience, which makes shoppers more apt to return. This brief shares the benefits of progressive profiling as well as the strategies and technology required for its success.
Download this Research Brief to learn:
- Why one-and-done profiling is ineffective and ultimately reduces conversion rates
- What is Progressive profiling
- What is needed to achieve a progressive profiling end state.
Know more about How Technology will change how you look at Marketing from Ketan Sabnis's presentation at the Digital Bites- a Digital Marketing Conference by Amura & Google @ Bangalore Google Office.
Earning a Marketo certification is a significant way to validate your Marketo skills and advance your career. If you’ve been wondering just what it takes to earn it, wait no longer. Enjoy these slides as Inga Romanoff, Marketo customer and 5x Marketo Champion, shares best practices for becoming certified and consistently driving success as a Marketo Certified Expert.
Do you want to create product demand and pass on leads to sales? Of course you do, but you’ll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
We’re going back to the basics. Watch Joe Paone, Director of Demand Generation for the Commercial Business at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of demand generation marketing. He'll define the metrics, discuss the tactics, and give you the essentials you need to understand and implement an effective demand generation strategy.
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
Target Marketing Fundamentals - How to identify your target audience and create your ideal customer profile.
Presented by Andrew Wilson, Freelancer Digital Marketing Consultant
In the B-to-B world, long registration forms that require visitors to enter too much information too soon are the “pushy salespeople” of Web site conversion. In contrast, progressive profiling is the astute merchant who offers a more positive experience, which makes shoppers more apt to return. This brief shares the benefits of progressive profiling as well as the strategies and technology required for its success.
Download this Research Brief to learn:
- Why one-and-done profiling is ineffective and ultimately reduces conversion rates
- What is Progressive profiling
- What is needed to achieve a progressive profiling end state.
Know more about How Technology will change how you look at Marketing from Ketan Sabnis's presentation at the Digital Bites- a Digital Marketing Conference by Amura & Google @ Bangalore Google Office.
Earning a Marketo certification is a significant way to validate your Marketo skills and advance your career. If you’ve been wondering just what it takes to earn it, wait no longer. Enjoy these slides as Inga Romanoff, Marketo customer and 5x Marketo Champion, shares best practices for becoming certified and consistently driving success as a Marketo Certified Expert.
Do you want to create product demand and pass on leads to sales? Of course you do, but you’ll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
We’re going back to the basics. Watch Joe Paone, Director of Demand Generation for the Commercial Business at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of demand generation marketing. He'll define the metrics, discuss the tactics, and give you the essentials you need to understand and implement an effective demand generation strategy.
Webinar by Junaid Syed and Ankur Meshram who talked about Industry's best practices and gave insights about:
1. How to push Leads for Site visit
2. How to improve Booking Ratio
3. How to optimize Email marketing communication
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and what program tactics to implement for success.
The ROI Dilemma: Aligning Marketing Priorities with Measurable PerformanceAllocadia Software
Despite steady advances in marketing execution and measurement technologies, B2B marketing leaders still struggle to measure marketing’s impact on the business. In this webinar, SiriusDecisions Research Director Ross Graber & Allocadia CMO James Thomas look at the current state of B2B marketing measurement and share guidance on how successful organizations align their business objectives with measurable marketing impact.
Join us to hear SiriusDecisions' research-based recommendations for how to:
- Establish a meaningful view of marketing’s contribution to revenue
- Develop measurement priorities, and align those priorities with marketing investments
- Structure a system of measurement that effectively demonstrates results.
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
Embracing the Marketing Revolution: Amdocs's Demand Generation JourneyMarketo
To drive success with your global demand generation efforts, you need to partner with a marketing platform that is nimble and scalable. Check out this presentation to learn the key components of Amdocs's demand generation strategy and why they chose Marketo to partner with them on the journey to drive audience engagement.
7 ways to increase exhibit and sponsorship salesSam Lippman
This presentation highlights ideas for prospecting through social media, implementing differentiated pricing and revamping your sponsorship offerings to increase your show's revenue. Help your exhibitors track and analyze their ROI to increase your value proposition.
#FlipMyFunnel Austin - Eric Walschmidt - Using Personalized Web Experiences t...#FlipMyFunnel
Eric Walschmidt, Marketing Director at SAVI, recently presented “Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities” at the #FlipMyFunnel Austin.
Channel marketers are increasingly seeking to prove their contribution to partner revenue. At their disposal are three types of activities: “to-“, “through” and “for” channel marketing. While each offers distinct tactics and delivery options, all must work in unison to drive performance.
In this session you will learn why integration matters when delivering to-through-for channel marketing programs and why functions, processes and platforms need to be integrated to realize a measurable return on their channel marketing investment.
Get more from your marketing automation - Act-On & spotONvisionB2B Marketing Forum
Learn how to take your marketing automation to the next level: from basics to an advanced user. You’ll take away practical tools and strategies suitable for any marketing automation platform. This will help you prioritise your activities in your current work and help build your marketing automation in the future.
You’re always hearing about the need to adjust your organization’s mindset, but this roundtable isn’t about adjusting your mindset. This roundtable is for digital marketers who want to actually start implementing ABM. We want to guide you and help you get started. The roundtable will focus on building a solid strategy and implementing tactical elements of an ABM philosophy. Our host this month is Net-Results.
What will be discussed:
Brief overview of how account-based marketing works (how it differs from traditional marketing)
Examples of account based marketing
Applying ABM to your organization
Developing a strategy
Tactical methods to execute your strategy
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Creating a Global Customer Advocacy ProgramGainsight
How can you grow a global customer advocacy program that highlights your facilitates customer growth, word of mouth marketing and brand development?
Join Lauren Olerich, International Marketing, Gainsight and Laura O’Neill, Customer Marketing Associate, Gainsight on September 8, 7:00am - 8:00am PT as they deep dive on issues such as utilizing one-to-many campaigns to enable advocacy across segments, creating a customer reward program that works, and more.
Webinar by Junaid Syed and Ankur Meshram who talked about Industry's best practices and gave insights about:
1. How to push Leads for Site visit
2. How to improve Booking Ratio
3. How to optimize Email marketing communication
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and what program tactics to implement for success.
The ROI Dilemma: Aligning Marketing Priorities with Measurable PerformanceAllocadia Software
Despite steady advances in marketing execution and measurement technologies, B2B marketing leaders still struggle to measure marketing’s impact on the business. In this webinar, SiriusDecisions Research Director Ross Graber & Allocadia CMO James Thomas look at the current state of B2B marketing measurement and share guidance on how successful organizations align their business objectives with measurable marketing impact.
Join us to hear SiriusDecisions' research-based recommendations for how to:
- Establish a meaningful view of marketing’s contribution to revenue
- Develop measurement priorities, and align those priorities with marketing investments
- Structure a system of measurement that effectively demonstrates results.
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
Embracing the Marketing Revolution: Amdocs's Demand Generation JourneyMarketo
To drive success with your global demand generation efforts, you need to partner with a marketing platform that is nimble and scalable. Check out this presentation to learn the key components of Amdocs's demand generation strategy and why they chose Marketo to partner with them on the journey to drive audience engagement.
7 ways to increase exhibit and sponsorship salesSam Lippman
This presentation highlights ideas for prospecting through social media, implementing differentiated pricing and revamping your sponsorship offerings to increase your show's revenue. Help your exhibitors track and analyze their ROI to increase your value proposition.
#FlipMyFunnel Austin - Eric Walschmidt - Using Personalized Web Experiences t...#FlipMyFunnel
Eric Walschmidt, Marketing Director at SAVI, recently presented “Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities” at the #FlipMyFunnel Austin.
Channel marketers are increasingly seeking to prove their contribution to partner revenue. At their disposal are three types of activities: “to-“, “through” and “for” channel marketing. While each offers distinct tactics and delivery options, all must work in unison to drive performance.
In this session you will learn why integration matters when delivering to-through-for channel marketing programs and why functions, processes and platforms need to be integrated to realize a measurable return on their channel marketing investment.
Get more from your marketing automation - Act-On & spotONvisionB2B Marketing Forum
Learn how to take your marketing automation to the next level: from basics to an advanced user. You’ll take away practical tools and strategies suitable for any marketing automation platform. This will help you prioritise your activities in your current work and help build your marketing automation in the future.
You’re always hearing about the need to adjust your organization’s mindset, but this roundtable isn’t about adjusting your mindset. This roundtable is for digital marketers who want to actually start implementing ABM. We want to guide you and help you get started. The roundtable will focus on building a solid strategy and implementing tactical elements of an ABM philosophy. Our host this month is Net-Results.
What will be discussed:
Brief overview of how account-based marketing works (how it differs from traditional marketing)
Examples of account based marketing
Applying ABM to your organization
Developing a strategy
Tactical methods to execute your strategy
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Creating a Global Customer Advocacy ProgramGainsight
How can you grow a global customer advocacy program that highlights your facilitates customer growth, word of mouth marketing and brand development?
Join Lauren Olerich, International Marketing, Gainsight and Laura O’Neill, Customer Marketing Associate, Gainsight on September 8, 7:00am - 8:00am PT as they deep dive on issues such as utilizing one-to-many campaigns to enable advocacy across segments, creating a customer reward program that works, and more.
Salesforce is a powerful tool for tracking and measuring marketing effectiveness. In this presentation, you'll see how you can leverage Campaigns to track marketing activities, tactics, and ROI.
Giáo trình hướng dẫn của Hubspot.
Phối hợp công việc giữa Marketing và Sales.
Phải làm gì để công việc của 2 bộ phận đều phát triển.
Cung cấp bởi 1ketoan.com
How to Measure and Optimize Your Multi-Channel StrategyBrightFunnel
Marketers today are being held accountable for their contribution to revenue. But with so many channels, so many content pieces, and long sales cycles...how do you keep track of it all? How do you pull in analytics for offline channels? How do you know what content and what channels are working? How do you optimize that mix so that you end up with the best possible results?
Learn best practices from BrightFunnel VP of Marketing, Dayna Rothman!
Watch this webinar to learn from industry expert Laz Gonzalez, what companies need to do for the channel sales model to work and how they can make it easier for channel partners to sell.
Data Driven Channel Management | San Francisco Digital Marketing HubAlison Waldron
We all have a view on how to manage our marketing channels, but how do you ensure your approach is the right one and - crucially - that it drives incremental sales? We explain how to use analytics, third party data and a little growth hacking flair to manage channels and get the most out of your budget.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
The Data-Driven Event: Battle-Tested Data Insights for Event Professionals Hubb
In this session, learn how to get strategic about collecting and analyzing the *right data* at your events to understand what efforts are working and what needs to be tweaked. You don’t need to be an analyst to make better decisions moving forward; the techniques are simple.
An overview of startup sales and marketing best practices, frameworks, and thoughts.
This is intended for founders who have little formal experience with sales and marketing practices.
Exhibitor Perspective Lippman Connects SISO August 2014Sam Lippman
Sell out the exhibit hall floor and your sponsorships at your convention with these tips from large exhibiting companies; Samsung Techwin, Philips Healthcare, and Monte Carlo SBM - Hotels, Casinos and Spas. These exhibitors weigh in on sponsorships, data, and working with the venue.
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
Marketing Strategies for Growth in Uncertain TimesPaul Fifield
- As a leader, be clear on what you are doing and what you are not doing
- A leader's key role is to protect their team from overwhelm to ensure productivity
- Look at what's performing well in your customer funnel and double down on that
- CPMs are looking very appealing right now, but make sure you measure ROI
- Don't be distracted by shiny new objects when it comes to your tech stack
Marketing strategies for growth in uncertain timesPaul Fifield
- As a leader, be clear on what you are doing and what you are not doing
- A leader's key role is to protect their team from overwhelm to ensure productivity
- Look at what's performing well in your customer funnel and double down on that
- CPMs are looking very appealing right now, but make sure you measure ROI
- Don't be distracted by shiny new objects when it comes to your tech stack
Outbound During An Era of Economic Uncertainty Paul Fifield
- Outbound prospecting is more important than ever due to no events, no face to face, and low marketing budgets
- Even if you don't have original content, think through your prospects problem, and find relevant content that's helpful for your opening email
- Write down the top four challenges of your target buyer persona and choose one to focus on
- Customer success teams are experts in your customers, use them to support your sales conversations
- The phone is still by far the most effective prospecting channel and a vital part of your omni-channel cadence
Which VCs Are Actually Investing in Europe? Paul Fifield
- Comparing Q1 2019 to Q1 2020, there's been a 42% fall in deal volume from 1517 to 880
- Venture is not the only source of money, you should also consider family offices, HNWs, Angel syndicates and venture debt, along with government support
- VCs who are likely open for business will be those who have recently closed their own new fund, have made recent investments, and their portfolio is not within high risk sectors
- When considering family offices and HNWs, first generation ie. the creators of wealth are more likely to invest than second and third generation who are typically more institutional in their approach
- Valuations follow the public market which is 30-40% down, multiples of 3x-8x have become 2x-5x
Mark Roberge's The Science of Re-Establishing Growth - Where, When, and HowPaul Fifield
70% of series A companies fail.
But astonishingly, 70% of Series B and Series C companies fil too.
Study this deck. Watch the YouTube video. And maybe we can bring that % down to 50%. Or less.
Integrated Marketing - What Is It and Why Do You Need It Paul Fifield
- Prioritisation and alignment in this climate is the gift your team needs
- Integrated Marketing is all about getting more bang for your buck and forcing the org to get on the same page
- Learn about the power of the alignment and prioritisation matrix
- Campaigns integrating 4 or more digital channels will outperform single channel campaigns by 300%
- There's a trend of specialisation in marketing but this also leads to silo's
- We have 12,000 - 60,000 thoughts on average a day of which 80% are negative, this is not ok!
- Would you be ok with other people hearing the way that you speak to yourself?
- How to move quickly from the "fear it" to the "f*ck it phase"
- Define non-negotiables and protect them
- Which character traits support the results you want and identify the ones you need to work on
How to be an Emotionally Intelligent Remote LeaderPaul Fifield
- Show vulnerablility and support in your communication - Align org strucures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- When communicating priovide clear context, people will always assume the worst"
Using Discovery to Maximise Deal MomentumPaul Fifield
- Build and maintain MOMENTUM in your deals
- Allow you to create DEEPLY PERSONALISED engagement with your prospects
- Deeply understand your prospect’s PAIN and VALUE IMPACT of taking that PAIN away
- Enable you to create more compelling PRESENTATIONS, DEMOS and VALUE PROPOSITIONS for your prospects
- Understand the BUYING PROCESS in more detail to ensure you engage with the right PEOPLE within your prospects
Employment Law - Up to the Minute Guidelines on How to Manage Your Workforce ...Paul Fifield
9 top tips for CEO's & Leaders:-
* Stay true to your culture
* Avoid knee-jerk redundancies
* Be ready to ramp up
* Focus on mental well-being
* Keep key people incentivised
* Keep resourcing plans flexible
* Learn from adversity
* Keep thinking strategically
* Use the time to think long-term
Building and Managing a High Performance Sales TeamPaul Fifield
Consider 2 SDR's to 1 AE if you have low inbound or wish to aggressively capture market share
Creating a pod structure rather than a round-robin model is immerging as best practice for SDRs & AEs
The critical importance of creating a backwards sales plan to understand the metrics and conversion rates that get you to your revenue goal
If you report too many metrics, you may lose the ones that really count.
Ensure that you do both qualtitative and quantitative analysis
Understand the metrics of your key performers, and test for those during your hiring process
The Inside Track: Finding Out What Your CMO/CEO Really Cares About Paul Fifield
Investing in your brand will 10x your demand generation efforts
The biggest mistake a CMO will ever make: being subservient to your CEO
Be commercially savvy as a marketeer when speaking with your Founder or CEO
Marketing is the pointy end of the Go To Market spear. So there is the longest lag between spend and cash impact
A key question for your early-stage CEO: What position do we want to occupy in our customer's minds?
Alignment with Sales Leadership is integral. Work backwards from the revenue goals and over-communicate.
Sharpening Your Sales Skills to Maximise Impact - Using Daily OKRs Paul Fifield
- Know the diffrence between KPIs & OKRs
- How to effectively execute the daily OKR
- The pomodoro is the lethal weapon of a successful SDR team
- How building habit is the key to success
- Leaders don't create followers, they create more leaders
PwC - Investment and Corporate Insight's for SIA's In This Together Series Paul Fifield
- According to PWC Venture Capital survey 36% of VCs see a 20% price reduction, 30% see a 30% reduction, and a further 30% see >30% price reduction
- Series B investors are more bullish than early-stage investors
- View from corporates is huge financial and operational
distractions which extends sales cycles unless the need is critical
- M&A is happening, cash-rich companies are taking advantage of the 20-30% drop in price. Corporate venture appetite is tied entirely to business performance
- One of the many cashflow management nuggets included "Burn fat, not muscle!" and develop a cash culture
Prioritization and Sequence Strategy from OutreachPaul Fifield
- Poor prioritisation is the SDRs deathspiral!
- Make an entrance on day 1 of your sequence
- Add a maximum of 15 people to your sequence everyday to avoid wacky spikes and troughs
- Create your buyer persona matrix using high, low, and no priority
- Learn the way to deal with the "contact me in 3 months" prospects that works shockingly well
- Learn the basics of the agoge sequence strategy that got Outreach to over $100 million in ARR
From impossible to inevitable against the current backdropPaul Fifield
- Don't be attached to the outcome
- We discussed PE firm Sagemount’s playbook to triple company valuations in three years
- Don't copy phrases from other people, be authentic in your communication
- Aaron's Playbook for Systematic Growth: Start at the beginning, Specialise roles, Nail your niche, ensure your pipeline is predictable
Consider your messaging as peoples experiences will shape their interpretation
Research shows that people are more concerned about friends and family than themselves in regards to Covid19
While our focus is largely on digital transformation, don't ignore the benefits of offline channels
Before you respond to Covid19, think about what you want to achieve with your response
"- Show vulnerablility and support in your communication
- Align org strucures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- Always assume the best
- When communicating priovide clear context, people will always assume the worst"
- TV consumption is up by 30% while TV advertising costs are down 50%
- According to ComScore family & education app usage 290% and desktop usage is up 30%
- You can win significant share of voice if you keep advertising in a recession
- Social media only up 12% but instant messaging is up 49%
- Previously 40% of marketing spend was on events, of that budget around 50% is still being spent mostly on digital
Consistency is key - 10 mins of activity per day
Your LinkedIn profile should not just be your CV
Engage in conversations, don't just use LinkedIn as a marketing platform
Readers consume content as they scroll, not left to right
Video & audio significantly increase response rates
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Old Oak - Press Kit - Cannes Film Festival 2023
Outbound and Event Marketing Masterclass
1. &
In This Together Series
“Outbound and Event Marketing: Tactics to
securing ROI on digital and in-person events.”
Stefano Iacono - Head of Demand Generation at Modulr
hello@salesimpactacademy.co.uk
Marketing Teams
Webinar will be live at
4pm UK Time
presents
3. Why is this topic still relevant?
In the B2B setting, events help generate the
most leads.
54% of marketers expect to increase the
number of events they run per year
Forty-five percent of B2B buyers find event
materials, including presentations, keynotes,
and booth materials to be the second most
important source of content.
B2B marketers consider events as a top-three
demand generation tactic in consideration,
loyalty and advocacy stages.
83% of B2B marketers are heavily invested in
events.
Events occupy 14% of budgets, which is the
largest share of B2B marketers’ budgets.
Sources:
• Forrester
• Forbes
• American Express 2020 Global Meetings Forecast
• Marketing Charts
• Sensible Marketing
4. Today’s session
Events and the marketing funnel
Types of events and success metrics
Digital events – tactics for success
Tradeshows – tactics for success
Reporting on ROI
6. Evolution of marketing and the marketing funnel
Awareness
Consideration
Conversion
Decision
Top of Funnel
Middle of Funnel
Bottom of Funnel
Awareness
Interest
Decision
Action
7. Events and the marketing funnel
Awareness
Consideration
Conversion
Loyalty/Advocacy
12. Digital Events : Picking the right format
Hosted Small Webinar
Hosted Large Webinar
ConversionConsideration Loyalty/AdvocacyAwareness
Reg/Drop Out
Pipeline Sourced
Pipeline Influenced
Speed to close
Customer Attendees
Pipeline Influence
Impact on Inbound
Registrations/Drop
Pipeline Sourced Pipeline Influence
Know what you’re trying to achieve, before you start planning
13. Digital Events : Registrations
Hosted Small Webinar
Hosted Large Webinar
ConversionConsideration Loyalty/AdvocacyAwareness
Reg/Drop Out
Pipeline Sourced
Pipeline Influenced
Speed to close
Customer Attendees
Pipeline Influence
Impact on Inbound
Registrations/Drop
Pipeline Sourced Pipeline Influence
Small Webinar
• Landing page for personal 1:1 sends
• Campaign in a box for :
Large Webinar
• Akin to an inbound campaign with Landing
Page and advertising / social
• Seek partnerships both for speakers and
for sharing the registration URL, trade
bodies, non-competitors
• Prepare a campaign-in-a-box for sales
teams
• Sales pipeline (open deals)
• VIP prospects (new deals)
• Customers (won deals)
14. Digital Events : Securing attendance
Hosted Small Webinar
Hosted Large Webinar
ConversionConsideration Loyalty/AdvocacyAwareness
Reg/Drop Out
Pipeline Sourced
Pipeline Influenced
Speed to close
Customer Attendees
Pipeline Influence
Impact on Inbound
Registrations/Drop
Pipeline Sourced Pipeline Influence
Quick tactics you can deploy
• Scarcity – don’t confirm straight away with
auto-responders. Let them know it’s
popular
• Send calendar invites, resend them if they
don’t get accepted
• Non-accepted calendar invites from VIP
attendees can be forwarded to sales to
nurture delicately
Creating a connection to the event
• Call VIP attendees, ask them what they
want to get out of the event
• Personal email nurturing from sales/inside
sales
• Balanced marketing nurtures (be aware of
1:1 activity)
15. Digital Events : Post-event
Hosted Small Webinar
Hosted Large Webinar
ConversionConsideration Loyalty/AdvocacyAwareness
Reg/Drop Out
Pipeline Sourced
Pipeline Influenced
Speed to close
Customer Attendees
Pipeline Influence
Impact on Inbound
Registrations/Drop
Pipeline Sourced Pipeline Influence
Sales expectations
• Rate your leads and agree who owns the
follow-ups
• Run a 4-week wash-up clinic to ensure this
is being done
• Ensure any new opportunities are properly
tagged for reporting
Marketing
• For larger events you could create a
bespoke lead nurture email track
• Personal follow-ups to VIPs from
sales/inside sales
• “Feedback calls” can be a good tactic for
event ROI and genuinely helpful
• Provide follow-up templates
17. Tradeshows (Exhibiting)
Trade-shows : Pre-event & on-the-day tactics
ConversionConsideration Loyalty/Advocacy
Booth Scans Meaningful Convo’s
Pipeline Sourced
Pipeline Influence
Driving booth traffic
• Friendly and approachable
• Ensure booth hosts informed
• Have an offer, preferably something
unique
• Who to expect (potential personas)
• What is expected of them
(scans/meaningful convos)
Awareness
Pre-booking meetings
• Secure your sources of data
• Website for exhibitors
• Apps for attendees
• Lists from event organisers
• Social media
• Approach
• Inside Sales or Appointment Setting
• Ask for referrals
• Email
18. Tradeshows (Exhibiting)
Trade-shows : Pre-event outbound tactics
ConversionConsideration Loyalty/Advocacy
Booth Scans Meaningful Convo’s
Pipeline Sourced
Pipeline Influence
Awareness
Pre-booking meetings
• Sources of data
• Website for event
• Apps for attendees
• Lists from event organisers
• Social media
• Approach
• Inside Sales or Appointment Setting
• Email
• Ask for referrals
• Nurturing
19. Tradeshows (Exhibiting)
Trade-shows : Being booth ready
ConversionConsideration Loyalty/Advocacy
Booth Scans Meaningful Convo’s
Pipeline Sourced
Pipeline Influence
Driving booth traffic
• Ensure booth hosts informed
• Have an offer, preferably something
unique, that makes you stand out
• Have the best swag, everyone has pens!
• Who to expect (potential personas)
• What is expected of them
(scans/meaningful convos)
• Being friendly and approachable
Awareness
20. Tradeshows (Exhibiting)
Trade-shows : On the day, recording conversations
ConversionConsideration Loyalty/Advocacy
Booth Scans Meaningful Convo’s
Pipeline Sourced
Pipeline Influence
Meaningful Conversations
Conversations held with people on the day.
• By anyone
• Rated by business impact and next step
• Qualify out (no follow up)
• Potential early stage prospect (marketing nurture)
• Prospect in buying cycle (1:1 follow up)
• VIP conversation (VIP follow up)
• Existing prospect conversation (sales follow up?)
• Existing customer conversation (CS follow up?)
• Pre-booked meeting (follow up by meeting holder)
Awareness
21. Tradeshows (Exhibiting)
Trade-shows : Post-event follow ups
ConversionConsideration Loyalty/Advocacy
Booth Scans Meaningful Convo’s
Pipeline Sourced
Pipeline Influence
Awareness
Follow-ups
• VIP Leads should be followed up
1:1
• All booth scans (except qualify
outs) should be sent a thank you
email
• Point prospects towards
newsletter-sign ups or relevant
content.
• Aim is to earn consent to contact
22. Tradeshows (Exhibiting)
Trade-shows : Post-event follow ups
ConversionConsideration Loyalty/Advocacy
Booth Scans Meaningful Convo’s
Pipeline Sourced
Pipeline Influence
Awareness
Meaningful Conversations
These will become your focus for
follow-ups and allow you to segment
responsibilities.
Run a weekly catch up on the status of
these for 4 week.
Over 80% of Tradeshow leads don’t
get followed up effectively. 60% don’t
get followed up at all!
[ Ask ] || [Chase] || [Follow Up]
• Qualify out (no follow up)
• Potential early stage prospect (marketing nurture)
• Prospect in buying cycle (1:1 follow up)
• VIP conversation (VIP follow up)
• Existing prospect conversation (sales follow up?)
• Existing customer conversation (CS follow up?)
• Pre-booked meeting (follow up by meeting holder)
Me – Head of Demand Generation at Modulr.
Modulr is a B2B business that provides the payments technology behind some of the UKs most recognisable brands. We’re an alternative to traditional banks and help businesses automate and simplify their payments infrastructure. As a B2B business event marketing is a core tenant of our marketing mix.
Personally I have been in-or-around event marketing for the last 6 years. Initially I came into marketing from a sales background so my lens on ROI and revenue tends to be focused on the metrics which indicate effective handovers from marketing to sales. The bulk of my experience is in the mid-market – to enterprise space.
Events have always been part of our marketing culture, from B2C to B2B we’ve been running, attending, and creating meaningful relationships at events since before the word “event marketing” even existed.
Very popular, and in the B2B space especially has proven time and time again to be one of the top marketing channels.
Much like international air-travel, event marketing has taken a hit. But in the same way that people will need to fly again at some point in the future, events are so intrinsically woven into our buying cycles that they’re unlikely to disappear.
Not just for marketers, but for buyers also.
Generally we’re going to start at the strategic level, what is the marketing funnel and where do events sit in it
Then we’ll drop down a layer to understand the types of metrics we should be looking at for effective reporting of ROI
And finally we’ll get down into the tactics of how to secure those metrics, pre post and during an event.
I’m hoping from today you’ll leave with three things:
1 – How to impress different stakeholders with the most relevant data that’s interesting for them
2 – How to integrate events into your marketing funnel
3 -
1 – Traditional model which takes unknown individuals from the top of the funnel all the way through several stages and turns them into customers.
What names have people heard these stages of the funnel called?
CLICK to reveal potential names for funnel
At this stage I also wanted to mention the evolution of marketing. Traditionally marketing was only really called upon to generate awareness at the top-of-the-funnel, over time however marketing matured as an industry = now expected (rightly so) to provide value across the entire buying cycle. The “marketing funnel” expanding to include up to point of sale.
As business models continued to evolve || subscription models became more prevalent || a new funnel emerged – as popularised by the book “sales as a science”. Anyone have an idea on what this might be?
CLICK TWICE to reveal bowtie
That’s right the Bowtie Funnel – for most businesses customer satisfaction has always been an agenda item but with the advent of recurring revenues the role of the customer, and in turn marketing TO the customer became more relevant than ever.
So – to conclude. It’s very confusing. There are many models, many variants on the same funnel, with different names and different imagery
CLICK TO reveal multiple types of funnel
[quickly mention hubspot and meltwater]
Despite the lack of agreement on which is the best way to describe the funnel, one thing remains true: Marketing must now consider everyone from the stranger who is unaware they have a problem and has never heard of the brand, through to the customer who is considering renewing their contract.
CLICK to move to slide
Despite the saturation in images of the funnel, I personally find it useful to have a funnel diagram to help understand how events fit into this mix.
What all the previous models have in common is that they represent a journey for both customers and prospects, anyone can go in the top as a complete stranger to the brand and come out of the bottom as a customer
This illustration splits the funnel into 2
Inbound = self-identification as a lead, typically content/SEO
Outbound = Interruption marketing where we put ourselves in front of potential customers
As you can see, Events sit mostly under outbound marketing but have a definite link into inbound marketing which shouldn’t be ignored.
The other thing to note:
Events dive right through the funnel from generating awareness through to creating loyalty and advocacy within the customer base.
- There ARE other types of marketing disciplines that dive through the funnel, e.g. content marketing, email marketing, but it’s especially important to draw this distinction for events because often the SAME event will be used for different purposes across the funnel.
Understanding these nuances is important when preparing for success.
Now it’s time to consider the various types of events, because ”success” varies depends on the type of event that you’re running.
CLICK
At this stage I’d like to open up to see what types of events people in the audience have in their marketing mix – both now and in non-covid times.
If you could “raise a hand“ or enter into the chat.
Also if you know (or can hazard a guess) please also let us know at the number of events you participate in or host.
We heard a few of these mentioned, and there are obviously many more which aren’t on this list, but I find that these are amongst the most common.
Here you see them mapped out across the funnel, from awareness through to loyalty/advocacy.
One of the most common mistakes I see when reporting on events is a lack of understanding/context for the metrics being used. You will notice that for each stage of the funnel the metrics we consider change, it’s important to understand this because different stakeholders in the business may have different lenses. A marketing director might want to know how many people attended/dropped out, the Sales Director could be very interested in the amount of pipeline an event created, and the sales manager might want to understand how which individual on their team had the most meaningful conversations on the day.
Digital events are more in the spotlight now than ever. Recently we’ve all seen physical events literally wiped out, at Modulr we pivoted our marketing program to focus on two types of digital events, a larger webinar format and a smaller roundtable style format.
Early signs have been very strong with over 300 people registering for our first webinar in less than 3 weeks. Obviously self-isolation may have played a part in this but there were certain tactics we employed to ensure it was a success, both before and after.
Identify what you’re looking for, is it a big brand event which you’re hoping to use to net multiple leads into your inbound funnel?
Are you hoping to create new opportunities? If so, do you have a narrow target list which you’d like to build relationships with or a broad pool of possible customers?
Do you want to accelerate the winning of existing opportunities? If so could a digital event help position you as trustworthy brand or foster relationships with the sales team somehow?
There’s lots to think about, and I’m not going to dive into each of these individually but what I wanted call out a few points.
+ Various formats
Q&A, with multiple panellists and an anonymous audience
Roundtable style, with everyone discussing in a smaller group
Presentations, with thought leaders and key takeaways
Be creative with your branding – try to pull on hooks that exist in the real world:
+ a breakfast seminar where you send vouchers for a food app
+ cocktail drinks where you send everyone a cocktail shaker from amazon
+ speed networking, where you split everyone into breakout rooms for 5 minutes at a time using functionality in the software
In terms of driving registrations, the larger webinars are more akin to inbound marketing campaigns. The events we ran were in the top/middle of the funnel, so we were looking to include both brand new prospects and existing early-stage conversations.
Paid advertising
Organic social media
Partnerships for distribution of the registration URL
Also help mobilise your internal teams by giving them a campaign in a box. Invite emails, linkedin messages, phone scripts
Small webinars are much more personal. The ultimate goal for us with these is to speed up deal cycles and improve win rates, we hope to achieve this in two ways:
1 - showcase Modulr as the expert in the space and a facilitator for the industry
2 – create personal relationships for the sales team
Here it is very much about sales enablement and managing the invitations through sales. You should draw up a wish list of people you would like in attendance and run a 4 week program with check-ins to ensure people are being invited.
Digital events are easy to ignore, they have the highest drop-out rate of all events, lurking near 50% at times.
Run through slide.
One of the most common omissions is to forget the calendar invitation
N.B. delicate nurture of “at-risk” attendees doesn’t need to be “I saw you didn’t accept – it can be more nuanced. Perhaps you ask them why they registered in the first place as we want to ensure the content is well curated. Make them feel part of it”
Run through slide.
A lot of these tactics can be applied to live events too, especially the tagging of event leads for reporting. I’ll go into reporting in more detail later.
As I’m sure you’re all aware, a successful event starts months before an event is held. Aside from the heavy logistical efforts required, it involves a team of people and can pull on elements of brand marketing, content marketing, outbound marketing, customer marketing and a host of others.
It’s important to work with the end in mind. Know which metrics you want to track and then think of the ways in which you’re going to deliver on them.
There is a huge amount of work that goes into event planning and execution, exhibiting at a trade-show is one of the most logistically challenging projects an event marketer will undertake. Today I want to focus specifically on two aspects which play a significant role in delivering on a tradeshow’s ROI but can sometimes feel like they’re outside our influence as marketers.
1 ) Pre-booking meetings – this can be used whether you’re exhibiting or merely attending
2) Driving booth traffic on the day – this requires some pre-planning
How many people here try to pre-book tradeshow meetings? How?
There are many ways people do this but generally speaking you need to know who you want to reach out to and how you’re going to do it.
For the who: lot’s of sources
Website – exhibitors, speakers, attendees
Use freelancer networks like Upwork or Fiverr to find cheap support in scraping website for this sort of infomration
Apps – huge one,
if there’s an app you should 100% be setting minimum number of meetings expected to be pre-booked.
If you have the choice between two events, one with an app and one without – and there are no other mitigating circumstances - I would always choose the one with the app.
Ask the organisers – sometimes get randomised lists but will at least have companies on there
Explore previous hashtags and socials.
For the how:
Team who can do this? Someone in the marketing team or even a speciailised unit like inside sales?
If not, could you send an email from your sales team have them follow up?
Typically – can be easier to identify company names rather than attendees. So messaging for emails should be more akin to asking for referrals to attendees rather than making assumptions
Nurturing – importance of reminder emails (have the salespeople they’re meeting send calendar invites – it’s surprising how often this is forgotten)
The same tactics as for digital event.
As an aside – you can run this same tactic for trade-shows your attending but not exhibiting. You could provide assistance and budgetary support to sales on the condition they prospect and record meetings.
Pre-event and on the day huddle
Everyone needs to know what’s expected of them and who to expect
What are the various personas we might see, whats the pitch?
Your offer could be anything, a competition, give-away, swag bag. Make it unique, and make it draw attention.
The best ones draw traffic and generate genuine opportunities for conversation.
Promote through social media, if you have winners ask them to share the post, generate a buzz around your stand that is sure to drive an audience.
Booth scans are typically the indicator used to show reach at events, unfortunately they can be impacted by many things such as booth location and audience quality. At one extreme you may end up in a poorly trafficked corner with little footfall. On the other you may end up near the front door of a free to attend tradeshow nextdoor to a business university. There can be a conundrum – do you scan every lead, even the poor quality ones? If so, how do you follow up? Personally I think it’s fine to scan every lead, as long as you segment them afterwards. As this can be quite tricky to do in practice, it can sometimes be easier to limit your scans to decent prospects.
So, due to the potential issues with lead quality from the booth-scanner, I believe there should be another mechanism to collate information on all important discussions being held at events. Typically it is these discussions that hold the real value.
These conversations could be:
Informal chats at the booth,
A pre-booked meeting which led to an in depth conversation about a new product
A discussion between your CEO and a new prospect in the VIP area,
Perhaps the sales team walked the floor, did they get referrals to specific individuals at target businesses?
Did a customer pop by and say hello, what did they say?
Most businesses have no way of tracking these at events. I believe therefore it’s useful to have a separate way of record these.
CLICK TO REVEAL
I would recommend setting up a form on something like Microsoft Forms, or Google Forms, or whatever other lead capture device you have. It need only be a simple form something like, “prospect name and company”, “name of the person submitting”, “notes and next steps” and “rating”. You can use the rating system shown here to make follow-ups super simple and clear, you may also be able to tie some of these to your wider marketing metrics. For example, a prospect in a buying cycle could be classified as an MQL.
In advance of the day, and on the day, and throughout the day, send the link to your team so they can access the form on their mobiles from wherever they are at the event.
I also find it’s useful to incentivise these – if you have a sales development team you can create sales competitions for them. For example, if we get 30 meaningful conversations today you get a spot bonus. Encourage them to hunt down each stakeholder from your business, taking their notes down for them. Or failing this, you could do it yourself by organising an hour at the end of the day where everyone inputs their notes. I’ve often found myself at events chasing down senior leadership to extract this data from them whilst its fresh.
You can also use the outputs as a metric for success – discussing whether you had “more or less meaningful conversations than last year?” is much more commercially impactful than discussing booth scans only.
C:LICK – to discuss marketing follow ups
Post event is crucial. I mentioned the connection between events and inbound marketing, typically it’s much easier to spot for digital or hosted events but if done correctly, it’s at the follow-up stage that your tradeshow leads have the opportunity to enter your inbound lead funnel.
Because of GDPR you’re not permitted to automatically add event leads into your lead nurturing funnels, newsletter lists or other long term marketing contact.
Generally speaking however it is often permissible to send a thank you email (but please check with your legal teams first). Use this opportunity to push all the lead scans toward a lead-magnet. This should be a hyper relevant content asset or offer with a form. Or at the very least to sign up to your newsletter if you have one. Depending on the volume of leads you could event segment your thank-you emails and have multiple offers for different personas.
[[PAUSE]] So you’ve done the initial marketing follow-up, sales have the list of meaningful conversations, and you’re done and on to the next one right?
Wrong! The fun has only just begun.
CLICK
According to Forbes over 80% of tradeshow leads don’t get followed up effectively, forrester even forecasts that 60% don’t get followed up at all! And that’s your ever-so important ROI being left on the table.
As you can probably tell, on event day I’m an advocate for being explicit about meaningful conversations, including the senior leadership and on-the-floor salespeople.
Three step approach:
1 – Ask them. In the briefings leading up to the event, during the event-day huddle, let them know why this is important
2 - Chase them throughout the day. Remind them this is what the event is measured on.
3 – Follow-up – export all the data from your forms, have a wash up within a day of the event to collate any other names/conversations that were missed.
During this follow up meeting agree the next steps and who owns them. This should be simple if you used the rating system previously mentioned. Repeat this meeting every week for 4 weeks until every contact has been followed up .
If done properly this should become the norm – if you go to an event you submit meaningful conversations and there’s an expectation you will follow up. This can be done for events which you’re not even exhibiting at – you could task salespeople with recording a minimum number of conversations if they want to attend expensive events. TALK ABOUT ATTENDINg TRADESHOWS
Why is it so important everyone follows up? Well for most businesses it’s the revenue number that counts – you could meet 100 perfect buyers but if no one follows up - the conversion rate is likely to be dismal.
So what happens after this? You’re at the end of your 4 weeks follow-up period and it’s time to report back on ROI. This can be quite tricky to discuss :
Give example of different conversations happening at an event
2 conversations with brand new prospects previously unknown to the brand
1 conversation with the CFO from a company who has already received a proposal and is attending at the invite of a salesperson
How do you measure each of these beyond a meaningful conversation?
This is where reporting comes in. The companies I’ve worked for in the SaaS space have tracked the metrics of “sourced”,
And “influenced” revenue – an of course the assumption here is that you are tracking your sales pipeline in a CRM.
Let’s revisit my previous example, let’s say the 2 new leads turn into opportunities for the business, each being worth £20,000, that’s £40,000 in potential new business. That’s what we refer to as “sourced pipeline”. Let’s say one of them becomes a customer, and will be worth £20,000 in their first year. That’s what we refer to as “sourced revenue.”
In this scenario we would have £40,000 in sourced pipeline and £20,000 in sourced revenue.
You can track “event source” quite easily –
directly through the CRM (for example I know Salesforce can do it out of the box),
add custom properties (like we do at my company, and we use Hubspot), or
(if don’t want to get too sophisticated) event name in brackets when creating opportunities in the system.
Influence works slightly differently, it measures the impact of ALL conversations that you had at event.
Again, let’s revisit that example, we would automatically include the sourced pipeline and revenue numbers, but you would those opportunities which were influenced by the event.
So in our example, we recorded a meaningful conversation with the CFO from a company who had already received a proposal. It’s unfair to attribute the source as being the event, but you can still include the value of this opportunity in your influenced number.
[[[[[if the proposal was for an opportunity worth £40,000 the influenced pipeline number would be £80,000. If the CFO subsequently became a customer and the company won that £40,000 in new business the influenced revenue number would be £60,000.]]]]
This all sounds quite confusing but a lot of software is out there which can help:
Again, salesforce has this built in out-of-the-box I believe
You can customise other CRMs (like we’ve done with Hubspot)
Manually cross-check but not recommended.
Thanks for listening. Before we move into the Q&A portion of the event I wanted to say that although I’ve run through a couple of different event types there, and there’s been a lot of content, but if you take three things away from today please remember:
1 – Firstly, just a reminder that events don’t operate in a vacuum, ensure you’re integrating into your inbound and outbound marketing efforts.
2 - Know what you are trying to achieve from your events before you plan them. This will help you with creating content but also with articulating the importance of events to your team through relevant metrics.
3 – Hold yourself and your team accountable for follow-ups, there are many ways of making this easier for yourself. By planning ahead you can take the pain out of the post-event follow-ups.