Demand Gen Report webinar presented by Cvent #EventROI

1. Five
Strategies
To
Increase
Event
ROI
#EventROI
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by:

2. #EventROI
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5. #EventROI
Panelists
MODERATOR:
Kim
Zimmermann
Managing
Editor,
Demand
Gen
Report
Alex
Rolfe
Manager,
Event
Solu<on
Sales
Cvent

6. Page
6
#MKTGNATION14
©
2014
Marketo,
Inc.
Five Strategies to
Increase Event ROI
Get
more
value
from
marke<ng
events.
Alex Rolfe

7. Agenda
• Why events?
• How events accelerate sales
• 5 strategies to increase event
ROI
• Case study: Moody’s Analytics

8. Landscape
• Almost two-thirds of CMOs believe ROI will be the primary
measure of their effectiveness in the future.
- IBM Global CMO Study
• CMOs will spend more on IT than counterpart CIOs by 2017.
- Gartner
• 59% of chief marketers list “digital marketing
makeover” (involving platforms, programs, and people) as the
number one transformational project in 2014.
- MarketingProfs

9. Webinars
Seminars
Trainings
Social Events
Networking Events
Lunch & Learns
Executive Forums
Road Shows
Field Marketing
Holiday Party
Conferences
Incentives
Sales Kickoff
User Conferences
Investor Meetings
Sporting Events
Board Meetings
Galas
Fundraisers
Auctions

10. Why host events?
83%
72% 72%
57%
46%
32%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Generate leads Customer
engagement
Build brand Product
education and
training
Drive demand Customer
upsell
Source: BtoB Magazine: State of Event Marketing, July 2011

11. Events are a highly effective marketing channel.
Sources: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs, 2014 B2C Content Marketing
Trends—North America: Content Marketing Institute/MarketingProfs

12. Events accelerate sales.
Sales Funnel Events
Awareness
All Names
Engaged
Prospect
Marketing Qualified Lead
Sales Qualified Lead
Opportunity
Customers
Marketing Sales
Event
Marketing
Attendee
Reg-istration
Engage
with
Content
Event
Leads
Follow up
Cam-paigns

13. Events create touch points.
Social
Check-in
Crowd Sourcing
Registration
Onsite
Mobile
Attendance
Expo
Qualification Survey
Product
Visits
Feedback
Personal Agenda
Demographics
Registration Info
LinkedIn
Connections
Meetings
Tweets
Portals
Kiosks
Smart
Phones
Tablets
Event
Guide
Personal
Agenda
Messaging
Break-outs
Sessions Receptions
Expo
Visits
Keynote
Meals
Lead Scans
Product
Requests
Conference Eval
Sponso
r
Session Surveys
Speaker Surveys
Touch
points

14. Poll
What kinds of events do you host? (Select all that apply)
q User conferences
q Sales meetings
q Regional conferences / road shows
q Webinars / virtual events
q Other

15. 5 Strategies for
Increasing Event
ROI

16. #1 – Engage. Engage.
Engage.
• Begin attendee
journey immediately
• Encourage desired
behaviors
• Make events relevant,
personalized,
compelling
Cvent SocialWall

17. Event apps engage attendees
• Personalize the event
experience
• Tap into the voice of
your attendees, get real-time
feedback
• Facilitate interaction with
you, exhibitors, each
other
Source: EventTrack 2014, Event Marketing Institute

18. #2 – Align internally.
• Events touch many
departments
• Maximize quality leads,
pipeline opportunities
• Capture key data at registration
• Understand content absorption
• Develop onsite lead generation
strategy
• Use event data
Event
Planning
Business
Objectives
Marketing Sales

19. Poll
Do you currently use an event management
platform?
q Yes
q No
q N/A

20. #3 – Harness the power
of technology.
• 80% of event process is
manual*
• Event management
platform software
• Centralizes functions, greatly
empowering event planners
• Cut costs 20-30%**
• Increases attendance up to 20%*
* Source: Frost and Sullivan 2013
** Source: Aberdeen Group 2012

21. #4 – Get a bird’s
eye view.
• Increase visibility with
sophisticated reporting
• Develop KPIs to make
better decisions
• Minimize time to report
to key stakeholders

22. Get to know your attendees.

23. #5 – Integrate.
• Develop a 360 degree profile of attendees
• Align marketing even more closely with sales
• Incorporate rich event data into existing systems
• Tie event investments to the revenue cycle
CRM Marketing
Source: EventTrack 2014, Event Marketing Institute
Automation
Event
Management
System
Data Data

24. Poll
What technologies are you using to process and
manage leads? (Choose one)
q Marketing automation
q Marketing automation and CRM / database
q CRM / database only
q MS Excel
q Other
q None of the above

25. Overall, event ROI is
improving…
Brands that saw a 2 to 1 return or higher.
Brands that saw a 5 to 1 return or higher
doubled.
Source: EventTrack 2014, Event Marketing Institute
2013 55%
2014 63%

26. Case Study
By providing leading-edge software, advisory
services, and research, Moody’s Analytics advances
best practices for measuring and managing risk.

27. Maximize value of leads
• Event team’s goal: find, win and retain
business in new and established markets
• But losing value on leads processed
manually, with sluggish follow up
• How to measure event .
value, long-term
sales conversions of leads?

28. Solution:
Integrate systems

29. “Understanding the value delivered
from leads is one good strategy to get
at ROI—and ROI is playing a big role
in our go/no-go decisions for events.”
Marianne Steckert
Sr. Director of Americas Events & Outreach,
Moody’s Analytics

30. Thank you!
Questions? Contact me.
Alex Rolfe
arolfe@cvent.com
Visit www.cvent.com
or find Cvent on social media

31. MODERATOR:
Kim
Zimmermann
Managing
Editor,
Demand
Gen
Report
#EventROI
Q&A
//
Panelists
Alex
Rolfe
Manager,
Event
Solu<on
Sales
Cvent

32. Thanks
for
aAending
this
webinar!
Please take the short post-event
#EventROI
survey immediately following!
Download
view
this
webinar
on-­‐demand
at:
hAp://dg-­‐r.co/event-­‐roi-­‐web