A marketer’s job is to understand and cater to their audience, something that’s much easier said than done. B2B marketers often use a combination of offline and online marketing channels to engage with prospects, but simply using a combination of the two isn’t enough—you also need to know which types of content and events work best at different stages in the buyer’s journey. In this SlideShare, you’ll learn: - How different types of events fuel top-of-funnel growth, engage middle-of-the-funnel prospects, and close bottom-of-the-funnel deals - Which types of content work best at different points throughout the buyer's journey - How online content and in-person events can work together to fully engage your audience - ... and much more

2. HOUSEKEEPING ITEMS
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• Live Q&A at the webinar’s end

3. Alexandra Gibson
CMO, Event Farm
alexandra.gibson@eventfarm.com
Shannon Dougall
VP Marketing, Uberflip
shannon.dougall@uberflip.com

4. ABOUT EVENT FARM
MEASURE YOUR EVENT ROI

5. ABOUT UBERFLIP

6. OWN THE JOURNEY
Events and
content
experiences
should satisfy the
entire buyer
journey.

7. EVENTS AND CONTENT AT THE
BEGINNING OF THE BUYER’S JOURNEY

8. QUICK CAVEAT…
Stating the obvious. Events are an expense…and they
have a per attendee cost.
Always think about your average selling price, your
lifetime value (LTV), and your cost of customer
acquisition.

9. USING EVENTS TO GENERATE LEADS & INCREASE
BRAND AWARENESS
How do you use event
marketing to generate new
interest in your business?
• Meet people where they
are—don’t ask them to come
to you
• Host a large-scale event that
draws interest across your
industry
• Give your sales team a
reason to reach out cold—
invitations to road shows,
panels/happy hours

10. MEET PEOPLE WHERE THEY ARE
Ancillary events
• Publicly-discoverable
events at large
conferences or festivals
• Not product-focused
• Provide a valuable
experience for attendees,
whether it’s educational or
entertaining, to create a
positive association with
your brand
• Example: Event Farm’s
“Hangover Helper” at
SXSW
• Over 10x ROI

11. MEET PEOPLE WHERE THEY ARE
Event sponsorship
• Sponsor medium- or
large-scale events where
attendees fit your target
audience
• Can also be good for
middle and bottom of
funnel, but for top-of-
funnel:
• Access to attendees
• Speaking slot
• Booth / kiosk
• Leverage your
sponsorship for more
exposure

12. HOST A LARGE-SCALE EVENT
• Industry conferences attract
prospects at the top, middle, and
bottom of the funnel
• Attract & engage TOFU attendees
by marketing your event well and
including in-event speaking
sessions and content that will
engage them
• Example: Event Farm’s OFFLINE
Summit
• ~50% of attendees were new
leads
• In-event speaking sessions:
• “From a Moment to a
Movement: The Power of
Collaboration”
• “Igniting Fan Passion and
Brand Love Through Offline
Experiences”

13. EVENTS ARE A GATEWAY TO CONTENT
Events
Eve
nt 1
Eve
nt2
Eve
nt3

14. THE MEDIUM IS THE MESSAGE
The Medium
is
The Message

15. EXAMPLE: INDUSTRY CONFERENCE
Your speakers are your content (sources).

16. CONTENT FOR BEFORE, DURING AND AFTER
SPEAKER RELATED CONTENT

17. USE CASE: COMPANY HOSTED CONFERENCE

18. EVENTS AND CONTENT IN THE
MIDDLE OF THE BUYER’S JOURNEY

19. USING EVENTS TO ENGAGE WITH CURRENT
LEADS & PROSPECTS
People know who you are and
what you do—now what?
• Host small-to-medium-sized
events
• Microevents
• Roadshow series
• Event should be focused on
facilitating conversation among
industry peers, or on providing
valuable information to help
elevate your thought leadership

20. MICROEVENTS
• Host microevents while
attending a large conference
or festival
• Small-scale, VIP dinners
with a mix of prospects and
customers
• Host at a high-end
restaurant near the
conference venue
• Use as an opportunity to
interact with prospects and
customers on a personal
level
• The focus should be on
facilitating conversation
among peers, and not on
selling your product

21. ROADSHOW SERIES
• A series of medium-sized events
(60-100 people)
• Hosted where you have a
concentration of target accounts
• A mix of prospects and customers
• Provide value through education
and networking opportunities
• Product-focused conversations
during the networking hour
• Example: Event Farm’s Tour
D’States roadshow
• 6 cities
• Keynote presentation, expert
panel + networking with local
beer tasting
• Over 7x ROI

22. “THAT’S INTERESTING, TELL ME MORE”

23. LEAD WITH EVENTS AND FOLLOW WITH CONTENT

24. EXAMPLE CONTENT FOR EVENT FOLLOW-UP

25. EVENTS AND CONTENT AT THE END
OF THE BUYER’S JOURNEY

26. USING EVENTS TO HELP CLOSE DEALS
• Closing deals with prospects
• Engage across the buyers’
organization
• Provide access and experiences
that are tailored to them - more on
a 1:few rather than a large-scale
• Enable sales to be your key
partner
• Renewing or upselling current
customers
• Customer appreciation event
• Get customers talking to each
other & building community

27. ACCESS AND EXPERIENCES ACROSS THE ORG
• People already in opportunity stage or in
your targeted accounts
• Match job levels (bring together
managers w managers, CEOs with
CEOs)
• Think about providing experiences that
they wouldn’t get otherwise:
• Behind-the-scenes winery tour and
meet the winemaker
• Dinner with a celebrity chef in a home
atmosphere (like a rented beautiful
home)
• Bring in analysts to present on a
relevant and timely topic
• Invite bottom of funnel prospects to
come in and meet your CEO and talk
about the future of the company and
the product

28. CLIENT APPRECIATION EVENTS
• The format of these events will
vary by industry
• The goal is to provide a valuable,
enjoyable experience for your
customers in order to further
strengthen your relationship with
them
• Example: Bing Agency awards
• Engage with and celebrate key
partners
• Recognize outstanding creative
work by teams working with
Bing Ads
• Got key partners together to
facilitate conversation

29. ENABLING SALES WITH CONTENT

30. EXAMPLE CONTENT FOR SUPPORTING SALES

31. QUESTIONS?
Alexandra Gibson
CMO, Event Farm
alexandra.gibson@eventfarm.com
Shannon Dougall
VP Marketing, Uberflip
shannon.dougall@uberflip.com