Turning Events & Webinars Into Revenue by Bedrock Data 6.15.2017

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The document discusses best practices for using events and webinars to generate sales opportunities and revenue. It describes Teachstone's experience using a Cvent and HubSpot integration to better target event promotion, conduct post-event follow up, and measure the effectiveness of marketing efforts. Key tips include following up during events, tagging interests, segmenting follow up campaigns, and leveraging marketing automation for event and webinar operations. The integration helped Teachstone save time, turn a pain point into a positive, and see additional customers from promoted events.

Turning Events & Webinars Into Sales
Opportunities & Revenue
Thu June 15, 2017

Agenda
•Challenges
•Teachstone’s story
•Best practices for max’ing opps
– Events
– Webinars
•Q&A

Today’s Speakers
Zak Pines
VP, Marketing
Meghan Cornwell
Marketing Specialist

A “too often story” for events &
webinars
•Spend a lot of time & money
•After the event or webinar, you feel great!
•Follow up… too much time lapses
•And what about the sales results ????

Challenges around events &
webinars
•Keeping the momentum
•Tailoring follow up (including the right next step)
•Measuring the effectiveness

Backround
•Founded in 2008 to scale CLASS®, a classroom
observation tool that looks at the relationship between
teachers and children
•Primary audience: decision makers in school systems

Events
•12-25 paid regional events per year
• Each event has 5-10 sessions
•Market via website, social media,
conferences, email, flyers, calling
•Use Cvent to manage the events &
HubSpot to manage marketing
automation

Challenges for Teachstone
Hard to target
based on past
event participant.
Too much time spent
downloading and
uploading lists
between systems.
No timely post-event
follow-up to attendees
Difficult to conduct
reporting on the
effectiveness of
marketing’s efforts

What Teachstone Did: Connect
Events & Marketing Automation
• Bedrock Data pre-built Cvent & HubSpot connector
• Cvent registrants: pushed into HubSpot
• HubSpot gets record of events (register, attend, sessions)
• HubSpot smart lists & reporting much more powerful
• No more spreadsheet uploads!

Events, Marketing Automation &
CRM Integrations

The Results for Teachstone
• Turned a pain point into a huge positive
• Major time savings!
• Event promotion is more targeted: an additional 29
customers from one event!
• Now track Events → Customers
• Our team is freed up so we can do more with our event
marketing

Tips: Connecting Events to
Marketing Automation & Sales
#1 - Follow up during the event - make the connection
#2 - Tier & tag interest at the event
#3 - Segment follow-up
#4 - Enrich marketing database based on topics
#5 - Leverage marketing automation for event ops

Tips: Connecting Webinars to
Marketing Automation & Sales
#1- Immediately deliver leads to MA and/or CRM
#2 - Ask for follow-up preference during the webinar
#3 - Segment webinar promotion - do more, targeted
#4 - Enrich marketing database based on topics
#5 - Leverage marketing automation for webinar ops

Bedrock Data’s Connectors for Events,
Webinars, Marketing Automation & CRM

•Get started on an event/webinar integration
•Discuss an event/webinar integration
•Schedule a follow-up demo
•Share this with others on my team
•No next steps at this time
My preferred next steps...

•Customer Stories
•Expert Guides
•How To Videos
•Infographics
•Power User Series
www.BedrockData.com/Resources

Q&A
Zak Pines
VP, Marketing
Meghan Cornwell
Marketing Specialist

THANK YOU!
Feel free to email me:
zak@bedrockdata.com

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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

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Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.

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How to Make Your Trade Show Booth Stand Out

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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to: Design an eye-catching and inviting booth Incorporate interactive elements that engage visitors Use effective branding and visuals to reinforce your message Plan your booth layout for maximum traffic flow Implement technology to enhance the visitor experience Create memorable experiences that leave a lasting impression Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!

How To Navigate AI - The Future is Yours to Define - Tim Hayden

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth. Key Takeaways: Primary Learning Objective 1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective 2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective 3: Grow revenue at lower costs with more efficient marketing and business operations.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

QuickBooks Sync Manager Repair Tool- What You Need to Know

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Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

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Turning Events & Webinars Into Revenue by Bedrock Data 6.15.2017

1. Turning Events & Webinars Into Sales Opportunities & Revenue Thu June 15, 2017

2. Hi! I’m Zak.

3. Agenda •Challenges •Teachstone’s story •Best practices for max’ing opps – Events – Webinars •Q&A

4. Today’s Speakers Zak Pines VP, Marketing Meghan Cornwell Marketing Specialist

5. A “too often story” for events & webinars •Spend a lot of time & money •After the event or webinar, you feel great! •Follow up… too much time lapses •And what about the sales results ????

6. Challenges around events & webinars •Keeping the momentum •Tailoring follow up (including the right next step) •Measuring the effectiveness

7. Backround •Founded in 2008 to scale CLASS®, a classroom observation tool that looks at the relationship between teachers and children •Primary audience: decision makers in school systems

8. Events •12-25 paid regional events per year • Each event has 5-10 sessions •Market via website, social media, conferences, email, flyers, calling •Use Cvent to manage the events & HubSpot to manage marketing automation

9. Challenges for Teachstone Hard to target based on past event participant. Too much time spent downloading and uploading lists between systems. No timely post-event follow-up to attendees Difficult to conduct reporting on the effectiveness of marketing’s efforts

10. What Teachstone Did: Connect Events & Marketing Automation • Bedrock Data pre-built Cvent & HubSpot connector • Cvent registrants: pushed into HubSpot • HubSpot gets record of events (register, attend, sessions) • HubSpot smart lists & reporting much more powerful • No more spreadsheet uploads!

11. Events, Marketing Automation & CRM Integrations

12. Events, Marketing Automation & CRM Integrations

13. Targeted Event Campaigns

14. The Results for Teachstone • Turned a pain point into a huge positive • Major time savings! • Event promotion is more targeted: an additional 29 customers from one event! • Now track Events → Customers • Our team is freed up so we can do more with our event marketing

15. Tips: Connecting Events to Marketing Automation & Sales #1 - Follow up during the event - make the connection #2 - Tier & tag interest at the event #3 - Segment follow-up #4 - Enrich marketing database based on topics #5 - Leverage marketing automation for event ops

16. Tips: Connecting Webinars to Marketing Automation & Sales #1- Immediately deliver leads to MA and/or CRM #2 - Ask for follow-up preference during the webinar #3 - Segment webinar promotion - do more, targeted #4 - Enrich marketing database based on topics #5 - Leverage marketing automation for webinar ops

17. Bedrock Data’s Connectors for Events, Webinars, Marketing Automation & CRM

18. •Get started on an event/webinar integration •Discuss an event/webinar integration •Schedule a follow-up demo •Share this with others on my team •No next steps at this time My preferred next steps...

19. •Customer Stories •Expert Guides •How To Videos •Infographics •Power User Series www.BedrockData.com/Resources

20. Q&A Zak Pines VP, Marketing Meghan Cornwell Marketing Specialist

21. THANK YOU! Feel free to email me: zak@bedrockdata.com

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