Events are a massive part of a marketing plan - they take considerable time, money and people to execute and successfully drive pipeline and revenue. But have you asked yourself, what can I do differently in the lead up to an event that will directly impact results? Or what are my MOps peers doing pre and post event that drives better results than I? In this 30-minute peer exchange, we shared: - How to build an event revenue program in conjunction with Sales - The three critical things MOps pros do pre-event that directly impact pipeline revenue (trust us, these are not obvious!) - The tools and processes that can boost your efficiency and ensure better post-event results View recording here: https://content.allocadia.com/webinars/how-marketing-ops-can-maximize-event-roi

2. Marketers ♡ Events
2

3. How to Build an Event Revenue
Program with Sales

4. Aligning Leadership &
Company Goals

5. Get Buy-in Early & Keep
Communicating!
• Know your goals
• Move beyond just sales
+ marketing
• Event ROI can be
nuanced

6. Tech Infrastructure

7. There are a
LOT of pieces
of data to track
at events.

8. Example SFDC Heirarchy

12. Contact Strategy

13. Prioritizing Accounts for
Optimum F2F Interaction
• Segment your priority
target accounts to
determine who is likely
to attend
• Warm them up with
direct marketing,
proactive invites

14. ● Send something that
drives F2F meetings on-
site
● Use software to
automate data gathering,
sending and tracking
direct mail
● Bonus side-effect:
cleaner data!
Drive F2F
Meetings

15. Data Tracking

16. Help Sales Create Good
Data Habits

17. Leveraging Admin to Track Sales Meetings

18. On-Site Execution

19. Get Old
School w/
Paper &
Staplers

20. Post-Event Process

21. Ensure the best leads are
the focus for follow up

22. Measure!

23. Tweetable Takeaways
23

24. To Get to ROI you
Must Connect
Investments to
Results
24
Setup processes and
systems to maximize and
measure outcomes

25. A Target Account Plan Helps
Focus Your Event Investments
25
Work with Sales and Customer Success
for maximum impact

26. 26
Don’t rely on
just the scan!
There’s so much
more valuable data
to gather.

27. Data Quality Will Make or
Break Event ROI
27
Have plans in place to efficiently capture,
record, and route event data

28. Marketing Performance Management Software
Gives you the ability to manage plans, budgets, and connect data to
CRM & Marketing Automation to measure ROI for events (and beyond).
Customers include Microsoft, VMware, Charles Schwab, and Box
Contact: sam.melnick@allocadia.com
Demand Orchestration Software
Automates top-of-funnel demand marketing processes, which includes
formatting, validating, and prioritizing event leads on their way into your
database for Marketing nurture or Sales outreach.
Customers include Microsoft, VMware, Dell, Cisco, Salesforce, and Lookout
Contact: kathmer@integrate.com