Revenue Event MarketingAccelerating pipeline and driving revenue through events

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Agenda

1. How we got here2. Why events still matter3. The Revenue Event Marketing movement4. Join the conversation: #EventHacker

Evolution of Sales: Hunting vs. Hunted

Inside sales growing 3X faster than outside

33% trust brands, 92% trust recommendations

>70% of the way through the sales process

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Evolution of Marketing: Art vs. Science

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88% of B2B Marketers measure and optimize

Data-driven insights increase performance 10-30%

Personalized experiences increase sales 19%

Adapting Events To A Data-Driven World

Find your targets Engage your targetsLOTS OF MORE EFFICIENT WAYS TO FIND LEADS…

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What’s more personal than in-person?

#EventHacker via @AttendInc

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Why Face-To-Face Matters

>50% of the average company’s current customers encountered them at an event during their buying journey.– Event Engagement: Accelerating the Customer Lifecycle, Demand Metric

“The psychology of face-to-face interactions are real

drivers of conversion. Telling stories actually activates the parts of the brain where we

make buying decisions.”– Gerard Zaltman, “How Customers Think:

Essential Insights into the Mind of the Market”

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Events = Real Investment• US Marketers spent over $100B on events in

2015—the highest spend category in marketing*• 64% of marketers spend over 20% of their

budget on events

Source: Demand Metric

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The Shift From Big To Small

Smaller, more intimate events are more targeted and personalized

Source: CMO Council

40% shifting from large sponsored events to more targeted gatherings

44% are choosing to host their own customer-centric events

“Micro events” at conferences to leverage the captive audience

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Top 5 Tactics Used by Account-Based Marketers

“As with so many aspects of ABM, sales and marketing must work together to draw up the list of event invitees. The invitation itself then comes from whoever is best-placed to make that approach. When a relationship is already there, it will be sales. When not, marketing.”- Engagio, “The Clear & Complete Guide to Account Based Marketing”

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So, what does this all mean?

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The Definition

rev·e·nue e·vent mar·ket·ing \ˈre-və-ˌnü i-ˈvent ˈmär-kə-tiŋ\ noun A new approach to events that empowers businesses to accelerate pipeline and drive more revenue through their events.

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The Three Pillars of REMIn Revenue Event Marketing, the emphasis is on focusing your event investment to:

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Get the right people in the room

Pillar 1

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Makeup Of A Revenue Generating Event

1 Pipeline Creation

2 Pipeline Acceleration

3 Customer Development

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Marketing & Sales Alignment

SILOEDFUNCTIO

NS

REVENUETEAM

#EventHacker Boston Profile

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LEADS 67 PEOPLE 53 COMPANIES

ENGAGED LEADS 24 PEOPLE 20 COMPANIES

OPPORTUNITIES 17 PEOPLE 11 COMPANIES

CUSTOMERS 24 PEOPLE 13 COMPANIES

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The Revenue In The Room

$699,600 ARR

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Pillar 2

Maximize In-PersonInteractions

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What We Remember, What We Forget

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A Missed Opportunity

Not capturing conversations at eventstakes follow-up backto square one

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Every team member should have a personal plan of action for the event

CUSTOMER

OPP

PROSPECT CEO

LEAD

CPO

Engagement Mapping Plan

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A Role For AdvocacyWhen events leverage customer advocacy and references, they combine the three most influential B2B marketing activities into one powerful touch-point

"Buyers want to see how their peers are solving the same challenges they face. That’s where your advocates come in. Advocates provide much needed credibility and social proof to strategic marketing initiatives in a way that conference booths, flyers and ads cannot, no matter how large the budget."

- Mark Organ Founder and CEO of Influitive

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Capture The Conversation

Matt knows Fred Williams.He wants to see a demo of the new mobile app.

Out till Tuesday – Needs solution for first customer event in 3 mos.

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Drive Follow-Up And Track Revenue

Pillar 3

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Timely, Contextual Follow-Up

Lead follow-up within 1 hour converts

7X better than after 1 hour

>60X better than after 24 hoursSource: Harvard Business Review Study, 2011

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An Effective Follow-up Strategy

General follow-up• Marketing outreach to provide

highlights and recap the event

• Make the people who couldn’t attend aware of what they missed

Personalized follow-up• Sales follows up to continue the

conversation that started at the event

• Real-time sync with Salesforce allows timely and contextual follow-up

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Demystifying Event ROI

Source: Demand Metric, Event Engagement Benchmark Study, October 2015

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Event Attribution

Realize your event KPIs:1. Revenue potential2. Influenced

opportunities3. Sourced opportunities4. ROI

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Let’s Talk AgainWe’d love to talk more about how Revenue Event Marketing can find a home at your organization. We’re always here to help and you can reach us in any way below that suits your style.

PHONE: 866 750 2673 EMAIL: hello@attend.com TWITTER: @AttendInc FACE-TO-FACE: 10 Post Office Square

Thank You

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