How to Prep Your Revenue Team for Dreamforce

How to Prep Your Revenue Team for Dreamforce 2017!

Presented by: Amelia Ibarra, Demand Gen Manager, BrightFunnelAllie Butters, Account Development Manager, BrightFunnel

Amelia IbarraDemand Gen & Customer Mktg Manager@miadia

Allie ButtersAccount Development Manager@itsme_allieb

Your Speakers

Brace yourselves ...

Things to Pack:• Comfortable shoes! • Layers, snacks & a battery pack • Phone cables• Go for an ipad vs computer • Leave room for swag

Things to Do:• Plan your schedule, but be flexible • Choose a spot to view the keynote• Have a central hub for your team

Things to Know Before You Go ...

Scheduling:• Build your agenda on the app or at

Dreamforce.com • Use multiple filters to narrow down

sessions • Budget extra time for keynotes or

larger sessions as they will fill up! • Make time to network• Book meetings with vendors before

you arrive

Things to Know Before You Go ...

Dreamforce Parties:• View the Apttus

Dreamforce All Access Calendar

• Register for breakfasts, happy hour and parties

• Join BrightFunnel’s Revworld Happy Hour! www.revworld2017.com

Things to Know Before You Go ...

Customer Success Expo Tips

For Marketers:

As An Attendee: ● Happy hour on Monday is one of

the best times to visit!● Get social — connect with fellow

SFDC users and check the #DF17 stream for giveaways & additional info

● Be ready to shake a lot of hands and make new friends (pack gum, mints, hand sanitizer)

For Marketers:

As An Attendee: ● Utilize this time to speak with

analysts, press about your biz● Talk to exhibiting businesses

about teaming up for partnered marketing campaigns!

● Speak to those you’ve worked with virtually and get to know them in-person

● Great time to run an ABM play if your target account is a vendor!

For Marketers:

As A Business / Exhibitor: ● The expo hall can get busy! Break

through the noise with a catchy or intriguing theme for the tradeshow

● Be ready to scan, scan, scan! ● Prep follow-ups, pitches, and

messaging ahead of time● Become tight-knit with sales ● Build out a schedule for your

team

For Marketers:

As A Business / Exhibitor: ● Create a Dreamforce specific slack

channel or text group to coordinate during DF17

● Have business cards handy● Don’t forget: giveaways are a

great way to drive booth traffic ● Stash some snacks in your booth

and be sure to take breaks

For Sales: Who Should You Staff in Your Booth?

Booth duty is perfect for your account development team.

• Salespeople are typically friendly and outgoing by nature• In-person networking is valuable for ADR career development• ADR’s are eager to speak with all potential prospects• They have a great attitude, typically welcoming the opportunity

For Sales: Preparation

Enable Product Knowledge.

• Elevator pitch

• Call recordings

• Product demo script

• Competitive battle cards

• Clear customer qualification criteria

For Sales: Preparation

Schedule practice sessions.

• Group elevator pitch practice

• Objection handling practice

• Demo practice for your more

experienced reps

For Sales: Schedule & Etiquette

• Keep the size of your booth in mind.

• Make an evenly distributed

schedule amongst reps.

• Communicate Booth Etiquette

(i.e. no phones, no food in booth,

etc.)

• Set a dress code.

• Make sure everyone knows how to

shamelessly scan!

For Sales: Networking

In the booth:

• Be friendly and inviting

• Provide value first. Qualify second.

• Be conversational

Outside the booth:

• Walk around the expo hall - learn about

other companies, meet people, check

out the swag

• It is socially acceptable to approach

anyone!

Meeting with Prospects

Prospecting Prep

Secure meeting space.

Is there space near your booth? If not, think about reserving something.

Clearly communicate all the details:

• Booth #, Location, Theme• Meeting space details and availability• Routing rules & Account Executive schedules

Establish lofty, yet achievable goals.

Create an event meetings campaign to track prospecting results.

How to Book Those Meetings

Arm your team with:

• Event-specific prospecting messaging

• A multi-channel prospecting cadence

• The best attendee list you can possibly find

• Direct mail budget & freedom

Create a process for documenting meetings.

Have a computer & calendar available to

book future meetings on the spot.

Partner with Marketing to arm your reps

with swag for giveaways!

Stick to the booth schedule you prepared.

Day of Tips

Pro Top: Avoid letting the booth become a hangout spot!

Hosting an Event

Marketing Tips for Event Success:

● Create a separate Salesforce campaign for your ancillary event

● Event space around the dreamforce fills up fast

● Think about your event from start to finish — plan out all aspects from entrance, swag, people flow

● Stay on top of your vendors. Be sure to be super detail oriented when it comes to your event

Marketing Tips for Event Success:

● Schedule regular meetings with your sales and marketing teams

● Give everyone a role at the event ● Before the event, have your venue

point of contact walk you through the flow of the evening

● Have backup plans for any variables that are outside of your control

● Be ready to think on your feet and improvise during the event

● When in doubt, ask the expert!

Marketing Tips for Event Success:

● Have a detailed check-in process that you go through beforehand

● Get their email addresses at all costs

● Create a call sheet for day-of with everyone’s phone numbers and a group text for your internal team

● Know your logistics, capacity, etc. ● Do a final walk through the day

before your event ● Order swag ahead of time to cut

down on rush fees

Marketing Tips for Event Success:

● Sync with your team on attire during the event

● Create items like signage to help people flow

● Know how to identify your target accounts so that you can easily network with them

● Take photos of the evening for your follow-ups

● Tweet, share, post — empower your team to get social before and especially during the event

Empower your sales reps to leverage the event.

ADR’s, AE’s, and CSM’s should send personal invites to their prospects/customers.

Auto-MQL your registrants so that your ADR

team can try and book meetings while they’re

warm!Auto-MQL your registrants so that your reps can try and book meetings with them!o that your reps can try and book meetings with them!

Promos, Programs & Follow-ups

Marketing Promotions:

● Develop an email marketing calendar for Dreamforce

● Segment your messaging to break through the noise!○ By title○ Company size ○ ICP / Buyer fit

● Write helpful blog posts for before and live blog during

● Engage with other marketers in the app!

Promos to run

● Social Promos● Don’t forgot about employees

Tips for Program Success

Add UTM’s to everything! ● Track where your dreamforce traffic

is coming from ● Create and keep your UTM naming

conventions consistent ● Tip: Give partner specific UTMs to

anyone who may be referring back to your dreamforce promotions

● Don’t forget to create a UTM for employee advocacy

Tips for Program Success!

Use parent / child campaigns in Salesforce to see the roll up of your efforts! ● Parent Campaign: Tradeshow

Dreamforce 11-2017 ● Child Campaigns:

○ Happy Hour or Event attendees○ Sales meetings ○ Booth scans ○ Sessions

Marketing Follow-Ups

Coordinate with your ADR and sales team● Have segmented follow-ups written

out before the conference ● Leave placeholders for any tips,

trends that you noticed ● Think of yourself as a Dreamforce

attendee and only include information that would add value to your prospects

● Use an ABM play when appropriate ● Be social!

Sales Follow-ups

Booth Scans & Party Attendants

• Auto-MQL your booth scans &

event attendees.

• Schedule power hours for your

ADR team.

Prospect Meetings

• Add every prospect to your event

meetings campaign.

• Share documentation across the

team so that every rep has

visibility into the meetings that

took place and their personal

follow-up necessary.

Metrics & ROI Tracking

• # Booth Scans

• # Party attendants

• # Qualified Meetings that took place

• # Opportunities created from those

meetings

• Dreamforce sourced pipeline

• Dreamforce influenced pipeline

• Dreamforce sourced revenue

• Dreamforce influenced revenue

Metrics to Track

How does dreamforce tie back to your overall marketing efforts?

Metrics to Track

Use multi-touch attribution for the full picture

Metrics to Track

Run a campaign analysis to see how much pipeline and revenue was sourced

Metrics to Track

Account Engagement

Q&A

Thanks for watching!