Join Demandbase’s Beki Scarbrough, VP of Account-Based Experience, and Asher Mathew, VP of Data Cloud, as they dive into how to combine data and advertising to ensure you get the most of your 2022 event strategy.

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Agenda
● State of Events in 2022
● How to Leverage Advertising
● Data! And How to Make it Work for You
● Real Life Use Cases
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Happy Groundhog Day!
Again.
• Events are back (back again)
• Hybrid events are now a thing
• Events are the last of the
marketing channels to undergo
a digital transformation.

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Events are taking a hybrid approach
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With a CAGR of 11.2% from 2021 to 2028, events aren’t going anywhere
It will be at least 2023 before the event
industry is considered “normal”
• A recent study found that 97 percent of
respondents expect to see more hybrid
events in the future
Hybrid events are here to stay.
Marketers will need to allocate their budgets
to account for virtual and in-person events

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We need to find budget to sponsor AcmeBash ‘22
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Digital
Advertising Content
Creation
Analyst
Relations
Regional
Marketing

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Advertising is necessary to ensure attendance
• Time to rethink how we allocate
budget across the marketing
organization.
• How much pipeline did content
creation produce last quarter?
• How many leads did we get from our
product marketing spend?
• Why do we still do this with events?
With advertising? With marketing?
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And usually the first place finance teams look for money

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Align Marketing Channels to GTM Programs
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Goal: 100 Tier 1 new logos for Product X
Pre-Event Marketing Mix
❏Display advertising to target accounts showing intent for Product X
❏Sponsor Product X Analyst Symposium to meet contacts in Tier 1 target accounts
❏Add Symposium creative to Display Advertising Creative to create pre-event buzz
❏Direct Mail campaign to Tier 1 target account executives likely to attend Symposium
❏SDR/BDR outbound to contacts in Tier 1 engaged accounts to set 1:1 meetings at
Symposium
❏Incorporate Account Intelligence to create personalized recommended event
agendas

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Seven Channels | Seven Teams | Seven Budgets | ONE GOAL
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Goal: 100 Tier 1 new logos for Product X
Pre-Event Marketing Mix
❏Display advertising to target accounts showing intent for Product X
❏Sponsor Product X Analyst Symposium to meet contacts in Tier 1 target accounts
❏Add Symposium content to Social Media Advertising to create pre-event buzz
❏Direct Mail to Tier 1 target account executives likely to attend Symposium
❏SDR/BDR outbound to contacts in Tier 1 engaged accounts to set 1:1 meetings at
Symposium
❏Incorporate Account Tech Install, Intent & Next Technology Purchase Data to
create personalized recommended event agendas

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Data + Advertising = Real Results
• Large, multinational software company
• First in-person event in 18 months
• They used Demandbase Advertising to promote their conferences (both in person and
virtual) and saw great engagement and success from it. It’s now the norm.
Marketing teams who invest in smart, pre-event strategies to set appointments and create
personalized experiences see a much higher ROI than those who keep events separated
from their GTM programs.

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Technographic + Intent Data Enable Personalized Event Experience
• A multinational technology corporation
wanted to create a campaign to target
accounts looking to purchase a competitor’s
product
• They used Intent and Next Technology
Purchase to curate a list of 500 ranked
accounts that were most likely to buy the
competitor’s product
• Using this data, the teams created
personalized offers for their target customers,
ensuring no time was wasted on the wrong
accounts.
What’s next?
What’s next.
&
Data is the difference between:

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Thank You
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You’re the best!