This document discusses the evolution of event marketing in an era of data and technology. It finds that event marketing is a high priority for most companies and they are increasing their spending and activity in this area. However, only 23% of surveyed companies say they can calculate an ROI for events, which is challenging for justifying continued investment. Faster growing companies are investing the most in events. The document explores how new technologies are helping companies better track events and connect them to business outcomes, leading to more sophisticated event strategies.
The mondefama collective is a comet founded by Franck Lesimple. Thought in circular economy and horizontal management which breaks the codes of traditional agencies. We bring this collective into existence to cultivate our passion to innovate, creative marketing and the use of technology towards responsible transition.
This document is a benchmark report on event marketing that was sponsored by Cvent and conducted by Demand Metric. The report provides an executive summary of its key findings from surveying primarily B2B and B2C marketers about their event marketing strategies and effectiveness. It finds that events are considered a medium to high priority investment, with the primary goals being customer engagement and demand/lead generation. More effective events with higher attendance and value for attendees lead to higher ROI and more leads. Measurement of event marketing metrics is important for satisfaction levels.
This document provides an overview of live engagement marketing and how it can maximize the impact of live events. It discusses how live events are a large part of marketing budgets but often lack technology to capture engagement data. A live engagement platform can help capture behavioral data from attendees to better understand interests and inform personalized marketing. This data, combined with analytics, can help optimize events and measure business outcomes like sales. The document outlines the core elements of live engagement marketing, including driving engagement, capturing data, enabling personalized responses, and integrating data with other systems.
This document provides an executive summary of a study on customer attainment from event engagement. Some key findings include:
- Marketers see live engagements at events as core to business growth, but justifying budgets is challenging.
- Marketers want added value like insights, measurements, and deeper engagements from event investments.
- Both marketers and event organizers must provide more analytics and insights to better target, engage, and measure event investments.
- The goal is to leverage data-driven marketing while retaining experiential engagements that drive customer relationships.
The document discusses the key findings of the 2016 State of Inbound report, which surveyed thousands of marketers and salespeople globally about trends in marketing and sales. Some of the main findings include:
- Marketers' top priorities are converting leads to customers, growing website traffic, and increasing revenue from existing customers. Sales priorities center around closing more deals.
- Prospecting is the most challenging part of the sales process for reps due to prospects' lack of knowledge about companies before first contact. Educating audiences can help sales teams.
- Lead conversion rates remain low, with nearly half of companies converting less than 20% of leads to customers.
The document is a report summarizing survey results from over 850 event professionals about the state of the events industry in 2016. Some key findings include:
- The average event budget in 2015 was £65,943 across various line items like venues, food, marketing, etc.
- 20% of organizers expect to increase budgets in 2016 while 6% expect decreases, with a focus on efficiency.
- Marketing saw the biggest increase, with 32% expecting a higher budget, while printing saw both increases and decreases.
- Professional event organizers had the largest budgets on average while freelancers and charities had the smallest.
The mondefama collective is a comet founded by Franck Lesimple. Thought in circular economy and horizontal management which breaks the codes of traditional agencies. We bring this collective into existence to cultivate our passion to innovate, creative marketing and the use of technology towards responsible transition.
This document is a benchmark report on event marketing that was sponsored by Cvent and conducted by Demand Metric. The report provides an executive summary of its key findings from surveying primarily B2B and B2C marketers about their event marketing strategies and effectiveness. It finds that events are considered a medium to high priority investment, with the primary goals being customer engagement and demand/lead generation. More effective events with higher attendance and value for attendees lead to higher ROI and more leads. Measurement of event marketing metrics is important for satisfaction levels.
This document provides an overview of live engagement marketing and how it can maximize the impact of live events. It discusses how live events are a large part of marketing budgets but often lack technology to capture engagement data. A live engagement platform can help capture behavioral data from attendees to better understand interests and inform personalized marketing. This data, combined with analytics, can help optimize events and measure business outcomes like sales. The document outlines the core elements of live engagement marketing, including driving engagement, capturing data, enabling personalized responses, and integrating data with other systems.
This document provides an executive summary of a study on customer attainment from event engagement. Some key findings include:
- Marketers see live engagements at events as core to business growth, but justifying budgets is challenging.
- Marketers want added value like insights, measurements, and deeper engagements from event investments.
- Both marketers and event organizers must provide more analytics and insights to better target, engage, and measure event investments.
- The goal is to leverage data-driven marketing while retaining experiential engagements that drive customer relationships.
The document discusses the key findings of the 2016 State of Inbound report, which surveyed thousands of marketers and salespeople globally about trends in marketing and sales. Some of the main findings include:
- Marketers' top priorities are converting leads to customers, growing website traffic, and increasing revenue from existing customers. Sales priorities center around closing more deals.
- Prospecting is the most challenging part of the sales process for reps due to prospects' lack of knowledge about companies before first contact. Educating audiences can help sales teams.
- Lead conversion rates remain low, with nearly half of companies converting less than 20% of leads to customers.
The document is a report summarizing survey results from over 850 event professionals about the state of the events industry in 2016. Some key findings include:
- The average event budget in 2015 was £65,943 across various line items like venues, food, marketing, etc.
- 20% of organizers expect to increase budgets in 2016 while 6% expect decreases, with a focus on efficiency.
- Marketing saw the biggest increase, with 32% expecting a higher budget, while printing saw both increases and decreases.
- Professional event organizers had the largest budgets on average while freelancers and charities had the smallest.
Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Ev...Attend, Inc
In an increasingly digital world, face-to-face still matters. In-person events are ranked as one of the most effective marketing tactics and companies are spending the majority of their marketing budgets on them.
But for events to stay effective, strategies need to change. To follow in the footsteps of Account-based Marketing, B2B events have to shift focus away from broad lead generation toward targeted pipeline creation and acceleration.
Revenue Event Marketing is a new approach that focuses on helping businesses build and accelerate pipeline to drive revenue through in-person events.
This document describes OneLobby.com, a platform that aims to help event organizers and brands measure the business intelligence and return on investment of events. It discusses the challenges brands face in measuring ROI from events and introduces OneLobby's solution to track meaningful attendee data. Key points include:
- 69% of brands say the lack of an ROI measurement model is a challenge
- OneLobby's platform allows inputting attendee data to track metrics like leads, sales, and social media activity from events
- The global events industry is worth $396 billion annually but many companies cannot measure ROI from these investments
- OneLobby is seeking $1.5 million to further develop its marketing, sales, and features to
The document discusses setting up a customer referral program. It provides details on how Tennant Company implemented a successful referral program that generated $12 million in new sales with an investment of $120,000, resulting in an ROI of 100:1. It includes suggestions on how to prospect potential clients, sample interview questions, budget elements, and types of motivation programs companies commonly use.
This document outlines 17 key performance indicators (KPIs) that can be used to define the success of a virtual event, including visits and downloads, registration rates, abandonment rates, conversion rates, retention rates, traffic from referrals, interactive sessions, poll response rates, effectiveness of new features, social media engagement, sales management, feedback and surveys, click-through rates, return on investment, cost per acquisition, average daily attendance, and sponsorship revenue. It concludes by emphasizing the importance of analyzing these metrics to improve event performance and growth over time.
This document provides an overview and guide to event registration and ticketing platforms. It discusses trends in the industry, including demands from event professionals for more flexible ticket options and improved reporting. The guide emphasizes the importance of registration for the success of events and outlines key factors to consider when selecting a registration provider, such as ease of on-site check-in, data capture capabilities, and customer support options. Live chat is highlighted as a popular feature desired by many event planners.
This document outlines five strategies for increasing return on investment from marketing events: 1) Engage attendees through event apps and social media, 2) Align internal departments around business objectives and data collection, 3) Leverage event management technology, 4) Use reporting to track key performance indicators, and 5) Integrate event data across systems like CRM. It also provides a case study of how Moody's Analytics improved lead management and sales conversions by integrating its event and sales systems.
Engineering marketers' 2016 campaign plans research reportENGINEERING.com
Get insights: how are engineering marketers planning their 2016 campaigns?
Some key findings:
- Lead generation and content creation are the biggest marketing challenges in 2016
- 68% say that marketing is becoming more important relative to sales
- Top performing marketers allocate a larger portion of their budgeting to creating content than laggards
- Similarly, top performers understand and believe in the value of content marketing
Find more details here: http://advertise.engineering.com/research-report-engineering-marketers-campaign-plans-2016
The document summarizes key findings from the EventView 2009 report on the increasing role and importance of event marketing. Some of the main points include:
- 53% of respondents said event marketing best accelerates and deepens relationships with audiences. 26% said it drives the greatest ROI.
- Over 60% of respondents have already transitioned or plan to transition to experience marketing, which integrates live and online experiences to drive engagement.
- Companies that integrate measurement into their event programs are more than twice as likely to receive marketing budget increases.
- 66% of respondents plan to or have implemented green initiatives for events, largely due to corporate responsibility mandates.
The document discusses the benefits of outsourcing channel marketing administration (CMA), including increased operational efficiency, cost reduction, and improved productivity and partner relationships. Outsourcing CMA allows companies to focus on core business operations while experts handle administrative tasks like lead qualification and sales development. This can increase qualified leads by 50% while reducing costs by 33%. The document also notes that most companies do not adequately measure cross-channel marketing activities or prioritize converting qualified leads, representing lost revenue opportunities.
Events have become larger. With this, event marketers are under immense pressure of bringing in qualified leads and closing more deals. This has made it important for them to substantiate their approach towards event strategy.
In this presentation, we take you through 5 statistics that need to be highlighted.
The document is a report summarizing the results of a demand generation marketing survey. Some key findings include:
- The average cost per lead is $198, with organizations generating over 470,000 website visitors, 1,800 leads, and 300 new customers per month on average.
- Organizations exceeding revenue goals focus more on content creation, online advertising, and branding/PR tactics.
- Results are broken down by industry, organization size, revenue, and revenue achievement, showing differences in tactics, leads, customers, and cost per lead across categories.
The State of Always-On Marketing StudyIshraq Dhaly
This document summarizes the findings of a study on "Always-On Marketing" conducted by Razorfish and Adobe. The study surveyed 685 executives and found that:
1) Very few businesses (under 5%) have the capabilities to deliver personalized, real-time marketing across channels, despite many executives believing they do.
2) There is a large gap between perceived ability and actual ability, especially in France and Germany.
3) Company size and industry affect capabilities, with larger companies and retailers/tech companies more likely to be leaders in Always-On Marketing.
Sales and Marketing 3.0: The High Velocity ModelGGV Capital
This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.
The document discusses how organizations can use digital communications to create impact. It outlines challenges faced by NGOs, financial institutions, and government institutions in using digital marketing. These include staff shortages, budget constraints, lack of training, and inability to measure effectiveness for NGOs. For financial institutions, challenges involve growth, competition, regulations and technology. Government institutions face challenges around public services and perception. The document then covers the marketing paradigm of engagement and relationships. It outlines key digital communication channels like search, social media, email and mobile marketing. Finally, it discusses digital tools and how to measure impact.
Your Guide to Successful Marketing in 2021: Do This, Not That!
Learn which marketing methods are assisting successful organisations in today's remote-first environment to thrive and expand.
Madelyn Wing, Head of Partnerships at Call Rail
What factors played a role in this resurgence?
What Is Effective
What Doesn't Work
For Agencies, There Is Good News
What's Next for Small Business Owners?
They'll put money and time into the following areas:
Additional Information:
The document discusses the future of influencer marketing and how it needs to evolve from "influencer marketing" to "influencer relations". It notes that while influencer marketing has potential, it is often overused in a tactical, campaign-driven way without focus on long-term relationships. To reach its true potential, influencer marketing needs to focus on ongoing, strategic programs through an influencer relationship management platform. It also needs to redefine its metrics to focus on new ways of unlocking value through continuous care of influencer relationships. The document advocates for an "Influence 2.0" approach that is more human-centered and focuses on empathy, customer experience, and mutual value creation between brands and influencers.
The document is a lead generation trend report that provides findings from a survey of over 600 B2B marketing professionals. Some key findings include:
1. Increasing lead quality is the top priority for most marketers, followed by increasing lead volume, reflecting a trend toward quality over quantity.
2. Generating high quality leads and lack of resources are the biggest challenges and barriers to success.
3. Events and conferences have seen a resurgence as the most effective lead generation tactic.
4. Most marketers measure ROI using lead volume but are unable to determine the conversion rate of leads to closed deals.
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
UBM Tech surveyed several hundred IT professionals to better understand their thoughts about the effectiveness of executive events such as roundtables and forums. The survey revealed that such events are a potent marketing tool that can help you build relationships with new customers, and deepen long-term relationships with existing ones. It also provided valuable information on how to ensure success and get the most out of the executive events you sponsor as a way to stay close to your customers.
Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Ev...Attend, Inc
In an increasingly digital world, face-to-face still matters. In-person events are ranked as one of the most effective marketing tactics and companies are spending the majority of their marketing budgets on them.
But for events to stay effective, strategies need to change. To follow in the footsteps of Account-based Marketing, B2B events have to shift focus away from broad lead generation toward targeted pipeline creation and acceleration.
Revenue Event Marketing is a new approach that focuses on helping businesses build and accelerate pipeline to drive revenue through in-person events.
This document describes OneLobby.com, a platform that aims to help event organizers and brands measure the business intelligence and return on investment of events. It discusses the challenges brands face in measuring ROI from events and introduces OneLobby's solution to track meaningful attendee data. Key points include:
- 69% of brands say the lack of an ROI measurement model is a challenge
- OneLobby's platform allows inputting attendee data to track metrics like leads, sales, and social media activity from events
- The global events industry is worth $396 billion annually but many companies cannot measure ROI from these investments
- OneLobby is seeking $1.5 million to further develop its marketing, sales, and features to
The document discusses setting up a customer referral program. It provides details on how Tennant Company implemented a successful referral program that generated $12 million in new sales with an investment of $120,000, resulting in an ROI of 100:1. It includes suggestions on how to prospect potential clients, sample interview questions, budget elements, and types of motivation programs companies commonly use.
This document outlines 17 key performance indicators (KPIs) that can be used to define the success of a virtual event, including visits and downloads, registration rates, abandonment rates, conversion rates, retention rates, traffic from referrals, interactive sessions, poll response rates, effectiveness of new features, social media engagement, sales management, feedback and surveys, click-through rates, return on investment, cost per acquisition, average daily attendance, and sponsorship revenue. It concludes by emphasizing the importance of analyzing these metrics to improve event performance and growth over time.
This document provides an overview and guide to event registration and ticketing platforms. It discusses trends in the industry, including demands from event professionals for more flexible ticket options and improved reporting. The guide emphasizes the importance of registration for the success of events and outlines key factors to consider when selecting a registration provider, such as ease of on-site check-in, data capture capabilities, and customer support options. Live chat is highlighted as a popular feature desired by many event planners.
This document outlines five strategies for increasing return on investment from marketing events: 1) Engage attendees through event apps and social media, 2) Align internal departments around business objectives and data collection, 3) Leverage event management technology, 4) Use reporting to track key performance indicators, and 5) Integrate event data across systems like CRM. It also provides a case study of how Moody's Analytics improved lead management and sales conversions by integrating its event and sales systems.
Engineering marketers' 2016 campaign plans research reportENGINEERING.com
Get insights: how are engineering marketers planning their 2016 campaigns?
Some key findings:
- Lead generation and content creation are the biggest marketing challenges in 2016
- 68% say that marketing is becoming more important relative to sales
- Top performing marketers allocate a larger portion of their budgeting to creating content than laggards
- Similarly, top performers understand and believe in the value of content marketing
Find more details here: http://advertise.engineering.com/research-report-engineering-marketers-campaign-plans-2016
The document summarizes key findings from the EventView 2009 report on the increasing role and importance of event marketing. Some of the main points include:
- 53% of respondents said event marketing best accelerates and deepens relationships with audiences. 26% said it drives the greatest ROI.
- Over 60% of respondents have already transitioned or plan to transition to experience marketing, which integrates live and online experiences to drive engagement.
- Companies that integrate measurement into their event programs are more than twice as likely to receive marketing budget increases.
- 66% of respondents plan to or have implemented green initiatives for events, largely due to corporate responsibility mandates.
The document discusses the benefits of outsourcing channel marketing administration (CMA), including increased operational efficiency, cost reduction, and improved productivity and partner relationships. Outsourcing CMA allows companies to focus on core business operations while experts handle administrative tasks like lead qualification and sales development. This can increase qualified leads by 50% while reducing costs by 33%. The document also notes that most companies do not adequately measure cross-channel marketing activities or prioritize converting qualified leads, representing lost revenue opportunities.
Events have become larger. With this, event marketers are under immense pressure of bringing in qualified leads and closing more deals. This has made it important for them to substantiate their approach towards event strategy.
In this presentation, we take you through 5 statistics that need to be highlighted.
The document is a report summarizing the results of a demand generation marketing survey. Some key findings include:
- The average cost per lead is $198, with organizations generating over 470,000 website visitors, 1,800 leads, and 300 new customers per month on average.
- Organizations exceeding revenue goals focus more on content creation, online advertising, and branding/PR tactics.
- Results are broken down by industry, organization size, revenue, and revenue achievement, showing differences in tactics, leads, customers, and cost per lead across categories.
The State of Always-On Marketing StudyIshraq Dhaly
This document summarizes the findings of a study on "Always-On Marketing" conducted by Razorfish and Adobe. The study surveyed 685 executives and found that:
1) Very few businesses (under 5%) have the capabilities to deliver personalized, real-time marketing across channels, despite many executives believing they do.
2) There is a large gap between perceived ability and actual ability, especially in France and Germany.
3) Company size and industry affect capabilities, with larger companies and retailers/tech companies more likely to be leaders in Always-On Marketing.
Sales and Marketing 3.0: The High Velocity ModelGGV Capital
This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.
The document discusses how organizations can use digital communications to create impact. It outlines challenges faced by NGOs, financial institutions, and government institutions in using digital marketing. These include staff shortages, budget constraints, lack of training, and inability to measure effectiveness for NGOs. For financial institutions, challenges involve growth, competition, regulations and technology. Government institutions face challenges around public services and perception. The document then covers the marketing paradigm of engagement and relationships. It outlines key digital communication channels like search, social media, email and mobile marketing. Finally, it discusses digital tools and how to measure impact.
Your Guide to Successful Marketing in 2021: Do This, Not That!
Learn which marketing methods are assisting successful organisations in today's remote-first environment to thrive and expand.
Madelyn Wing, Head of Partnerships at Call Rail
What factors played a role in this resurgence?
What Is Effective
What Doesn't Work
For Agencies, There Is Good News
What's Next for Small Business Owners?
They'll put money and time into the following areas:
Additional Information:
The document discusses the future of influencer marketing and how it needs to evolve from "influencer marketing" to "influencer relations". It notes that while influencer marketing has potential, it is often overused in a tactical, campaign-driven way without focus on long-term relationships. To reach its true potential, influencer marketing needs to focus on ongoing, strategic programs through an influencer relationship management platform. It also needs to redefine its metrics to focus on new ways of unlocking value through continuous care of influencer relationships. The document advocates for an "Influence 2.0" approach that is more human-centered and focuses on empathy, customer experience, and mutual value creation between brands and influencers.
The document is a lead generation trend report that provides findings from a survey of over 600 B2B marketing professionals. Some key findings include:
1. Increasing lead quality is the top priority for most marketers, followed by increasing lead volume, reflecting a trend toward quality over quantity.
2. Generating high quality leads and lack of resources are the biggest challenges and barriers to success.
3. Events and conferences have seen a resurgence as the most effective lead generation tactic.
4. Most marketers measure ROI using lead volume but are unable to determine the conversion rate of leads to closed deals.
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
UBM Tech surveyed several hundred IT professionals to better understand their thoughts about the effectiveness of executive events such as roundtables and forums. The survey revealed that such events are a potent marketing tool that can help you build relationships with new customers, and deepen long-term relationships with existing ones. It also provided valuable information on how to ensure success and get the most out of the executive events you sponsor as a way to stay close to your customers.
Itw parole publique_sept19_anthony_faure_unimev_innovatoireUNIMEV_FR
Evénement, objet et outil sociétal
Rédigé pour Communication Publique par Anthony Fauré, Directeur Marketing et Innovation d'Unimev et Rédacteur en Chef de l'Innovatoire
Vous souhaitez contribuer à l'Innovatoire, la nouvelle plateforme digitale de tendances et d'innovation ? Téléchargez notre kit du contributeur et participez à l'aventure !
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
2. SPONSOR PERSPECTIVE
LEARN MORE ABOUT OUR END-TO-END EVENT MARKETING TECHNOLOGY:
splashthat.com
It’s a New Era
In a post-digital world, building business relationships online is simply not enough.
Digital ads have become white noise, online marketing channels are increasingly
seeing diminished returns, and audiences are getting harder and harder to reach
and engage with. More than ever before, it’s crucial for businesses to go beyond the
digital space to build meaningful relationships.
We know this already: consumers crave human, in-person experiences. While
events are the most effective marketing channel for the world’s most influential
organizations, they are still erroneously labeled as not trackable, unpredictable,
and not ROI-driven.
The events industry is undergoing a full-on renaissance. Until recently, marketers
didn’t have the appropriate tools to track their event programs from end to end.
Now, with the growing investment in events, and the maturation of technology and
data, it’s no longer acceptable for event marketers to report on anecdotal results.
At Splash, we’ve seen it in our own top-performing customers. We call them Event
Optimizers, and they’re the ones who are exceeding business goals and capturing
critical market share. They’re the ones who can connect their events to revenue.
What does this mean for marketers and the future of event marketing? We worked
with Harvard Business Review Analytic Services to understand the implications.
When looking at high-growth companies, we saw the same three attributes again
and again: an investment in integrated, event technology; the ability to measure
from top to bottom funnel; and a shift in strategy from sponsored to hosted and
owned experiences.
In the following research, you’ll see powerful insights into the event strategies from
more than 700 senior executives and the essential components to building your
own revenue-driven events program. You’ll learn why the world’s fastest-growing
companies are investing more in events and why event ROI and technology are at the
heart of every successful event marketing strategy. And perhaps most enlightening,
you’ll discover the common success factors in event strategy shared among leading
brands like MAC Cosmetics, Facebook, and Salesforce.
I hope these findings help you revolutionize your event marketing programs.
BEN HINDMAN
CEO AND COFOUNDER,
SPLASH
BENH@SPLASHTHAT.COM
3. Research Report | The Event Marketing Evolution Harvard Business Review Analytic Services 1
HIGHLIGHTS
52%OF SURVEY RESPONDENTS SAY EVENT
MARKETING DRIVES MORE BUSINESS
VALUE THAN OTHER MARKETING
CHANNELS, WHILE ONLY 8% SAY IT
DRIVES LESS.
23%OF SURVEY RESPONDENTS SAY THEY
CAN CALCULATE AN ROI FOR EVENTS.
FASTEST-GROWING COMPANIES ARE
INVESTING THE MOST
RESPONDENTS WHO HAVE SEEN
REVENUE GROW 30% OR MORE OVER
THE PAST TWO YEARS HAVE BEEN
INCREASING THEIR EVENT ACTIVITY
THE MOST.
THEEVENTMARKETING
EVOLUTION
An Era of Data, Technology, and
Revenue Impact
New technology shows companies exactly how their events are
translating into real revenue and profit growth—all while making event
management easier and delivering a better customer experience.
Event Marketing Is Already Highly Popular—and Growing
For many corporations, hosting or sponsoring events—from small customer
meetings to large conferences or industry trade shows—is an important component
of their marketing program. Then there are companies like Salesforce, maker of
the customer relationship management software of the same name, where the
event schedule never seems to slow down and can often include multiple events in
different parts of the world—and even in the same country—on the same day.
“We are big on events here,” concedes Eric Stahl, senior vice president of product
marketing for Salesforce’s Integration Cloud business. Among the hundreds of
events the company hosts each year are mega-productions like its three-day,
10,000-person Connections event, and Dreamforce, the largest software conference
in the world, which draws more than 170,000 people. The company also conducts
its Salesforce World Tour each year, visiting major cities around the world at least
once, as well as a wide variety of smaller events. And it participates in and sponsors
events held by others.
“Events are just a big part of our marketing effort,” Stahl says. “They’re one of our
top tactics for attracting and connecting with customers.”
Salesforce is hardly alone in devoting significant resources to event marketing. In
a new global survey of more than 700 business executives by Harvard Business
Review Analytic Services, 93% of the respondents say their organizations place a
priority on hosting events, including 57% who give it a high priority. Nearly as many
(85%) say their organizations also prioritize sponsoring events. Note that these
are mostly larger organizations. Half the survey respondents say their companies
generated more than $1 billion in revenue in 2016, with 29% generating revenue
in excess of $5 billion. Only 8% had revenue of less than $50 million. On average,
survey respondents say their organizations host 73 events annually and sponsor
another 62.
5. 3Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
40%OFRESPONDENTSSAYTHEY’LLSPENDMOREON
HOSTINGEVENTSINTHEYEARAHEAD.
80
60
40
20
0
MEAN NUMBER OF MARKETING
DEPARTMENT EMPLOYEES
MEAN NUMBER OF MARKETING EMPLOYEES
RESPONSIBLE FOR EVENT PLANNING
73
34
20
15
8 5
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
FIGURE 2
EVENT STAFF SIZE MATCHES COMPANY SIZE
Number of employees in marketing department vs. the number of employees responsible
for event management in respondents’ organizations
•10,000+ EMPLOYEES
•1,000–9,999 EMPLOYEES
•FEWER THAN 1,000 EMPLOYEES
Among the most common hosted
events are one-day conferences or
seminars, product trainings, business
or channel partner events, thought
leadership workshops, and VIP meals.
The most popular events to sponsor
are, by far, industry trade shows and
conventions, followed by one-day
conferences or seminars and business
or channel partner events. FIGURE 1 One-
third of companies also host their own
trade shows.
Not surprisingly, corporations
devote significant resources to
event marketing activities, with 51%
employing between one and 10 full-
time event planning and management
employees, and 27% employing 11 or
more. One in 10 allocate more than half
their marketing budget to events.
The size of a company’s internal event
staff is closely related to the size of the
organization, although the number
of event staff as a percentage of total
marketing staff tends to decline as
companies get bigger. Companies
with 500 to 999 employees employ,
on average, five full-time event
planning and management personnel,
accounting for 25% of all marketing
employees. FIGURE 2 Companies with
1,000 to 9,999 employees have, on
average, eight full-time event staff,
accounting for 24% of the entire
marketing staff. And companies with
10,000 employees or more average 15
full-time event staff, accounting for
20.5% of total marketing staff.
Companies are spending on event
marketing at a growing rate, with 54%
boosting their event activity over the
past three years, and only 17% cutting
back. Four in 10 say they’ll spend
more on hosting events in the year
ahead, and three in 10 say they’ll spend
more on sponsoring events, too. The
slightly higher interest in hosted events
suggests that companies increasingly
see the value of being able to better
control the customer experience, and
to drive more business value, with
these types of events.
Among survey respondents who knew
how much their organization was
spending on marketing last year, 38%
said it amounted to less than 5% of
6. 4 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
FIGURE 3
ONE-THIRD SPEND MORE THAN 20% OF MARKETING
BUDGET ON EVENTS
Percentage of marketing budget spent on events
30%
20
10
0
1-5% 6-20% 21-50% 51% or more
13%
23%
20%
10%
NOTE: 35% of respondents answered “don’t know”
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2108
revenue, while 17% said it amounted
to somewhere between 5% and 10%,
and 8% said they were spending
between 11% and 50% of revenue.
Meanwhile, 36% of those who know
their organizations’ event budgets said
they were spending less than 20% of
their marketing budgets on events,
while 20% were spending between
21% and 50%. Another 10% said they
were spending more than half their
marketing budgets on events. FIGURE3
Businesses that sell to other businesses
spend slightly more on events than
those selling to consumers, devoting
29% of their marketing budgets to
events, on average, versus 19% for B2C
companies. But although adoption
rates are lower in the B2C space, event
marketing is still important in that
channel. Paris-based Nicolas Glandon,
director of retail operations, EMEA,
for Estée Lauder Companies’ MAC
Cosmetics, says his company’s physical
stores use special events, such as
in-store celebrity appearances, often
paired with free-sample giveaways
and free makeup applications, to drive
foot traffic, “because we know that if
we increase foot traffic, sales go up.” It
also is likely that as B2C organizations
become better at measuring the impact
of events, adoption rates will rise.
Faster Growers Ramping Up
Event Activity the Most
Companies that are growing fastest—
those in our survey who have seen
revenue grow 30% or more over the
past two years—have been increasing
their event activity the most. FIGURE4
Why the ongoing infatuation with
events, which consume significant
amounts of time and resources in an
age increasingly dominated by digital
marketing strategies? Intuitively,
corporate marketers and their C-suite
colleagues believe that events
work. Fifty-two percent of survey
respondents say event marketing
drives more business value than other
marketing channels, while just 8% say
it drives less.
“We’re in a relationship-driven
business, where customers want to
interact with the people they’re going
to hire before they hire them, and
everyone here intuitively understands
that,” says Ed Keller, chief marketing
officer with global management
consulting firm Navigant. “We have to
be in the same room with, or sit across
the table from, the people we want to
hire us.”
Even social media companies that
live online, like Yelp and Facebook,
embrace event marketing. Yelp
coordinates and hosts hundreds of
events for its core users—members
of the Yelp Elite Squad—each month,
usually at small-business sites.
Facebook participates in and sponsors
a wide variety of industry events,
and also hosts hundreds of its own
around the globe. Most of its events are
aimed at connecting clients, partners,
and industry peers with the roughly
70 million small businesses that use
Facebook as a marketing platform.
“Face-to-face interactions at these
events are incredibly important and
powerful, and create very meaningful
connections for us,” says Julie Hogan,
global face-to-face marketing director,
Facebook | Instagram. She adds that
events account for “a large portion
of our marketing budget” and says
that during her four years with the
company, the number of events it hosts
has “increased considerably.”
“THERE’SANEVENT
MANAGEMENTPIECEAND
ANEVENTANALYTICS
PIECE,ANDYOUHAVE
TOGETITALLRIGHT
BEFOREYOUCANCLAIM
VICTOR.”ERICSTAHL,
SENIORVICEPRESIDENT
OFPRODUCTMARKETING,
SALESFORCE
7. 5Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
marketing channels, but another is
simply to increase the use of marketing
techniques for which results are
generally considered more measurable.
“Marketers are desperate to show data
that demonstrates their effectiveness
to the CEO and the CFO,” Keller
explains. “I can demonstrate the ROI
on a dollar spent on digital marketing
or email marketing in a way that I
can’t with event marketing. And in the
marketing world, dollars are flowing
to vendors who promise to be able to
quantify the value of my investment.
So, I’m moving money away from
events to other things, not knowing
that they’re better than events, but
knowing that they are measurable
and I can demonstrate an ROI—not
necessarily a higher ROI, but an ROI.
And that is the strange part about
what’s happening.”
“Events definitely work,” says Abby
Schwarz, a regional marketing director
for Yelp. Her company has more than
tripled its revenue over the past five
years, and, she says, “I don’t imagine
we would do anything but accelerate
the number of events we’re hosting”
as the company continues to grow.
The ROI Challenge
For all this enthusiasm about events,
there’s a growing concern among some
marketing leaders and other C-suite
executives about the difficulty they
face trying to quantify the benefits of
event marketing—to spell out a hard
return on investment of the sort that is
more easily possible with newer forms
of digital marketing.
At Navigant, for example, where
event marketing accounts for “a
very significant share” of the overall
marketing budget, Keller says he
is nonetheless “trying very hard to
redirect resources toward other things
like digital marketing and content
distribution.” One objective is to
achieve more balance in the company’s
161 181
143139 131
125122
117 119
113 113
113
113
100
100
30%+revenuegrowth
Techadopters
1,000-9,999employees
APAC
Financialservices
Marcoms
Seniormanagement
Wellpositioned
Easytoshoweventimpact
Mean
30%+revenuegrowth
Easytoshoweventimpact
APAC
Business/professionalservices/consulting
Energy/utilities/telecoms
EMEA
Managers
10-30%revenuegrowth
Mean
HOSTED EVENTS EVENT SPONSORSHIP
FIGURE 4
REVENUE GROWTH CORRELATES WITH EVENT ACTIVITY
Number of respondents saying event activity increased significantly in the past three years
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
113
113
113
113
113
10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100
8. 6 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
FIGURE 5
FEW COMPANIES CAN TRACK EVENT ROI
Percentage of respondents able to track ROI on events
60%
40
20
0
YES
23%
NO
55%
NOTE: 22% of respondents answered “don’t know”
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
Even so, Keller says neither he nor
his C-suite colleagues would be
comfortable entirely eliminating
events from their marketing program.
“In fact, we’re actually having
difficulty redirecting resources to
other things because there is such
an intuitive pull, if you will, to event
marketing. People here just want to do
event marketing.”
The challenges of calculating what
an event contributes to a company’s
bottom line are numerous, but one
of the biggest revolves around the
issue of multi-touch attribution—
figuring out how to apportion
credit in instances where buyers
place orders after an event has
concluded—sometimes long after it
has concluded—and may have been
contacted by the seller many other
times, and in many different forms, in
the interim.
“More frequently than not, that person
who has engaged our firm has been
touched numerous times over a period
of months through various marketing
initiatives—emails, white papers,
videos, events we’re sponsoring,
maybe a proprietary event we’ve
hosted,” says Keller. “When somebody
who hires us for a $1 million project
has been touched six or eight times,
what percentage of that $1 million do I
attribute to the event? The attribution
model is very subjective.”
In fact, only 23% of all surveyed
companies say they can track the ROI
on event investments. FIGURE5
Absent an ROI, most companies are
focusing their event metrics on top-of-
the-sales-funnel activities, like making
prospects aware of the company and
the solutions it can offer. Specifically,
the top four event metrics survey
respondents say they are tracking are
the number of people who attend an
event, the number of qualified sales
leads generated by the event, brand
awareness, and social press mentions.
FIGURE6
“It’s easy to generate upper funnel
metrics, like the number of leads,”
says Stahl. “But you can generate a
lot of bad leads. That’s why we like to
focus on the amount of pipeline that’s
FIGURE 6
ATTENDEES, QUALIFIED SALES LEADS ARE TOP
METRICS TRACKED
Percentage of respondents that are tracking the following metrics for events
70%
60
50
40
30
20
10
0
NUMBER OF
ATTENDEES
NUMBER OF QUALIFIED
SALES LEADS
BRAND
AWARENESS
SOCIAL PRESS
MENTIONS
AMOUNT OF SALES
PIPELINE GENERATED
64%
56%
48%
41% 40%
NOTE: 35% of respondents answered “don’t know”
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
9. 7Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
HOW SALESFORCE USES EVENTS
TO KEEP ADVOCATES ENGAGED
Lots of organizations get support from their customers—witness all the people who
wear T-shirts touting their favorite sports teams. But few nurture that support more
methodically or successfully than Salesforce, maker of the customer relationship
management software of the same name.
Salesforce actively supports an online community of approximately three million
dedicated users of its products. These “Trailblazers” have organized themselves into
more than 840 groups in more than 80 countries by their location, the vertical in which
they compete, or some special interest. One of the most important things they do is
share information with each other online, including answering each other’s questions
about using Salesforce products.
But Erica Kuhl, vice president of community at Salesforce, who started the Trailblazer
Community more than a decade ago and continues to oversee it, isn’t content to let
the company’s most ardent customers interact exclusively online. Rather, she and
her nine-person team give them the tools and financial support they need in order to
meet regularly in person and further cement their relationships with each other and
Salesforce.
“I’m a firm believer that you can’t just have an online community without an off-line
presence as well,” Kuhl says. “That’s where a lot of people go wrong; they forget there’s
magic in seeing people’s faces.”
Kuhl and her team also use the Trailblazer Community to expand the reach of the
company’s larger marketing events. After the company concluded its TrailheaDX
Developer Conference for about 7,000 customers in late March, for example, Kuhl and
company packaged up some of the best presentations from the conference and sent
them to community members who had signed up to run local events with that content.
Over the ensuing two months, 266 Trailblazer Community groups hosted local events
for approximately 8,000 of their members, effectively doubling the reach of the original
conference.
Salesforce requires that its community groups use the same event marketing software
platform the company uses internally, so that it can track what’s happening at the
events, gauge their effectiveness, and determine future budgeting and funding.
Kuhl says the cost of supporting Trailblazer Community events is surprisingly modest on
a per-member basis. Still, she says, it’s easy to justify the investment.
“For people who are active community members, meaning they’ve logged into our
community and either posted or voted on comments, asked or answered questions,
or gone to events, we look at four metrics: the amount of money they’re bringing into
Salesforce, the number of deals they’re bringing to us, how extensively they’re adopting
our products, and their attrition rate. And we’ve been able to document that this group
closes 2.5 times more deals than other customers, delivers twice as much pipeline,
adopts our products at a 35% higher rate, and is four times less likely to leave. That’s a
pretty extraordinary return.”
Beyond that, Kuhl says the Salesforce Trailblazer community is now starting to help drive
sales with other customers.
“Because we have these huge, robust, and active ecosystems, our community has
become a strategic differentiator for sales,” Kuhl says. “People are choosing to go with
Salesforce in part because of that ecosystem, knowing they will have access to this
community of experts who can answer their questions and share ideas with them.”
generated by our events, and track that
pipeline right down to actual sales.”
One way Keller has tried to address the
ROI challenge at Navigant is by paying
special attention to the signature event
the company holds each year with
key clients and prospects, usually at a
resort. “We track every single attendee,
and their company, and what they
purchase from us over the ensuing 12
to 24 months,” Keller says. “Then we
estimate how likely we would have
been to win that project if we hadn’t
held the event. We can demonstrate
that we generate revenue 10 times our
investment, so we know that event is
very profitable, at least on its face. And
we trumpet that data point, and hope
people will conclude, by implication,
that some of our smaller events that
we don’t measure as closely also have a
strong ROI.”
The value of tracking returns on event
marketing goes beyond helping a
company decide whether it makes
sense to continue doing it. It also can
help them better understand when
and why events work, so that they
can do a better job of delivering what
their customers want. “We aim to
bring good value to our events,” says
Singapore-based Priyadarshani, head
of marketing for Japan and Asia Pacific
for MediaMath, a global company that
provides advertisers and marketers
with tools to buy online ads through
a single interface. “We focus on
enterprise selling, and about 50% of
our marketing budget is dedicated to
events.”
Among the key event metrics
MediaMath tracks, Priyadarshani
says, are the number of attendees,
the quality of the audience in terms
of their value as a customer or
prospective customer, the amount of
new business generated by the event,
and how much the event contributed
to brand exposure. “The metrics must
indicate improvement to justify further
investments in a given location or
format,” Priyadarshani says.
10. 8 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
“THE FACE-TO-FACE INTERACTIONS THAT
TAKE PLACE AT EVENTS ARE INCREDIBLY
POWERFUL.” JULIE HOGAN, GLOBAL
FACE-TO-FACE MARKETING DIRECTOR,
FACEBOOK | INSTAGRAM
11. 9Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
Anecdotal evidence—buttressed by our survey
results—suggests that technology, and specifically the
newest generation of event marketing technology,
is critical to being able to calculate event ROI—and to
realizing a host of other benefits.
A Better Way Forward:
Leveraging Technology to Track
ROI and Create Better Events
Tracking returns for one event and
extrapolating the results to others
may work at companies where senior
leadership believes unequivocally
in the value of events. But what
about companies where that isn’t
the case? How are companies that
have discovered a way to track event
ROI doing it? What are they seeing,
and how is it influencing their event
marketing strategy? Anecdotal
evidence—buttressed by our survey
results—suggests that technology, and
specifically the newest generation of
event marketing technology, is critical
to being able to calculate event ROI,
and to realizing a host of other benefits.
So far, only a narrow segment of the
marketplace is taking advantage
of this technology, with survey
results indicating that only a third of
organizations have thus far adopted
event marketing technology. However,
another fifth are planning to do so in
the next 12 to 18 months.
Among those who have adopted the
technology, the most commonly
cited benefit is an improved ability to
track and measure events, followed
by improved event registration and
attendance, increased productivity
for their event staff, a better attendee
experience, and better event planning
and execution that is more in line with
the company’s goals and strategy.
FIGURE 7 The productivity gains reflect
the higher degree of automation
enabled by the latest event marketing
software systems, while the improved
attendance figures and better
customer experience reflect their more
attractive, user-friendly design in
which attendees can be exposed to the
sponsor’s brand in a more thorough
and consistent fashion.
A majority of the early adopters (51%)
report they are getting good results
like these from their technology
investments. These “best adopters”
tend to be slightly larger, on average,
than non-adopters, and employ more
event-dedicated marketers. While
neither all the best adopters nor all the
non-adopters are able to calculate their
FIGURE 7
EVENT TECHNOLOGY ADOPTERS EXPERIENCE
MULTIPLE BENEFITS
Benefits of adopting event technology
50%
40
30
20
10
0
IMPROVED
ABILITY TO
TRACK AND
MEASURE EVENTS
IMPROVED EVENT
REGISTRATION AND
ATTENDANCE
INCREASED
PROCESS
PRODUCTIVITY
BETTER
ATTENDEE
EXPERIENCE
BETTER PLANNING
AND EXECUTION TO
GOALS/STRATEGY
40% 39%
31% 30%
26%
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
FIGURE 8
BEST ADOPTERS BETTER ABLE TO TRACK ROI
Respondents able to track ROI on events
37% ABLETOTRACKROI
45% UNABLETOTRACKROI
18% DON’TKNOW
23% ABLETOTRACKROI
67% UNABLETOTRACKROI
11% DON’TKNOW
BEST
ADOPTERS
NON-
ADOPTERS
NOTE:Bestadoptersaredefinedasgettinggoodresultsfromtheireventtechnologyinvestments.
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
12. 10 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
return on events, the best adopters
demonstrate a clear advantage on this
front, with 37% saying they’re able to
track their ROI, versus only 23% of non-
adopters.FIGURE8
Best adopters on average also are
more likely to see business value from
events, to consider themselves better
positioned for future success—90%
consider themselves well positioned,
versus 65% of non-adopters—and to
find it easy to demonstrate an event’s
impact on their business.
Looking closer at how best adopters
are benefiting from their use of event
marketing technology, the survey
shows they are more likely to be
tracking both sales and branding/event
metrics than their non-adopter peers
are. In short, best adopters are better
able to measure further down the
sales funnel, tracking things like sales
leads, sales pipeline, prospects moved
down the funnel, and customer loyalty,
rather than just top-of-funnel metrics
like number of attendees or cost per
attendee. FIGURE9
Technology Companies Leading
the Way
The most aggressive adopters of
event marketing technology are tech
companies, followed by business/
professional services and consulting
firms, and then health care companies.
The companies that have been the least
aggressive in adopting the technology
are those in the energy, utility, and
telecom industries.
The top hurdles to adopting event
technology, survey respondents say,
are the lack of budget to support it,
followed by a sense that their existing
technology is adequate, or that they
just don’t see value in the newest
platforms.
Two-thirds of tech adopters spend
under $100,000 annually on event
marketing technology, including
37% who spend between $20,000
and $100,000. Meanwhile 16% spend
between $100,000 and $500,000, and
17% spend $500,000 or more.
Salesforce is among the companies
that rigorously measure the results of
77%
64%
60%
58%
54%
45%
53%
36%
48%
41%
43%
39%
37%
27%
35%
28%
32%
21%
31%
25%
BRAND
BRAND
SALES
SALES
SALES
SALES
SALES
SALES
SALES
BRAND
NOTE:Bestadoptersaredefinedasgettinggoodresultsfromtheireventtechnologyinvestments.
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
FIGURE 9
BEST EVENT TECHNOLOGY ADOPTERS AGGRESSIVELY
TRACK METRICS
Performance metrics respondents track at events
•BEST ADOPTERS
•NON-ADOPTERS
Numberofattendees
Numberofqualifiedleads
Brandawareness
Amountofsalespipeline
Presssocialmentions
Customerretention/loyalty
Prospectsaccelerateddownsalesfunnel
Amountofnewrevenuesourced
Costperopportunitygenerated
Costpercustomeracquired
10 20 30 40 50 60 70 80 90 100
BESTADOPTERSONAVERAGEAREMORELIKELY
TOSEEBUSINESSVALUEFROMEVENTS,ANDTO
CONSIDERTHEMSELVESBETTERPOSITIONEDFOR
FUTURESUCCESS.
13. 11Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
event marketing. While it tracks the
usual top-of-the-funnel metrics, such
as how many people are attending
its conferences and other events, it
also goes much deeper, using both
its own CRM products and third-
party event-marketing software. It
starts by tracking who’s attending
these events and calculating how
much open sales pipeline—potential
business—is represented by existing
customers on that list, based on their
past interactions with the company.
Post-event, it then measures how
much incremental pipeline—new
opportunity—was created within
the first 90 days following an event,
segmented by existing customers
and potential customers who were
at the event. Finally, it associates the
event with that new pipeline of sales
opportunities in its CRM software, so
that it can then “follow it all the way
through closed sales, look back on the
event, and say here’s what we spent,
and here’s how much incremental
sales we closed,” Stahl says.
Salesforce also conducts extensive
post-event surveys to find out what
attendees thought of its events—the
speakers, the demos, the videos,
the breakout sessions—and even
conducts focus groups after keynote
speakers have addressed their events.
“We’re constantly measuring these
factors for every event, and there’s
a summary report of our findings
that goes all the way up to the CEO
and his leadership team,” Stahl says.
“It’s just a continuous measurement
process, listening for what worked
and what didn’t, and then continually
optimizing what we do over time.”
Having software that can not only
help with managing events but also
perform the data analytics needed
to identify how well the event is
delivering on the company’s goals
is crucial to this effort, says Stahl.
“There’s an event management piece
and an event analytics piece, and you
have to get it all right before you can
claim victory.”
Like Salesforce, Facebook also uses
third-party software to help it manage
and measure events—software that
links tightly with its CRM systems.
“It’s always been a challenge in the
event marketing community—how
you measure and assign value to
the events you do across the various
marketing channels,” Hogan says. “We
do it in a couple of different ways.
We measure sentiment. We measure
the types of programs in which we
participate. And we look at revenue lift
by comparing revenue pre- and post-
event, focusing mostly on the first three
months following an event. After that
it becomes a little more challenging to
link revenue to the event.”
Hogan says that linking event
marketing software to the company’s
various CRM systems has been integral
to improving its event-measuring
capabilities over the past two years.
“The face-to-face interactions that
take place at events are incredibly
powerful,” she says. “And coming up
with ways to measure the return on
those interactions, and our investments
in those events, is really incredible.
We’ve certainly become much more
consistent in our ability not only to
calculate a return on our investment,
but also to make our event team more
productive, deliver a better customer
experience, and understand how we
can do better in the future.”
The survey results indicate that
companies that currently find it
relatively easy to prove event impact
are much more likely to increase future
event spending. FIGURE10
B2B COMPANIES SEE SLIGHTLY MORE VALUE IN EVENTS THAN B2C COMPANIES DO
B2B organizations have invested more aggressively in event technology than B2C
organizations have. In line with that finding, more than half of B2B companies (54%)
say they derive more business value from events than from other forms of marketing,
versus 48% of B2C companies. Of course, this may simply reflect the reality that B2C
companies tend to have far more customers, and so face greater challenges in reaching
all of them in person. In addition, B2B sales cycles tend to be longer than B2C cycles and
require more marketing touchpoints—including events—to make buyers of big-ticket
items comfortable with a supplier.
In terms of the types of events they use, B2B marketers concentrate more of their
spending on large-impact events, like conferences and trade shows, while B2C
marketers distribute their spending more evenly among various types of events,
including a higher spend on entertainment and other soft-branding types of events.
FIGURE11
14. 12 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
Best Practices
Our research findings, including
in-depth interviews with event
practitioners, suggest that marketing
executives in large organizations can
benefit by developing and adopting
these event marketing best practices:
Integrate event technology into your
company’s information systems
to enable ROI measurement, real-
time action, and cross-department
collaboration.
Event marketing software that can
connect easily with other enterprise-
wide systems can help staff plan and
deliver events with speed, accuracy,
and reliability, and improve the client
experience. It also provides easy
access to the data needed to generate
actionable marketplace intelligence,
including real-time event insights
during the planning and promotion
process—segmented by customer
type—enabling better follow-up by
event staff.
Measure bottom-of-the-funnel
metrics to align your events
program with its impact on revenue.
Measure event success not simply by
top-of-the-funnel metrics, but also
by bottom-of-the-funnel metrics,
uncovering purchase decisions made
and sales closed as a result of your
events.
Use the rich datasets that events
unlock in order to become more
personalized and relevant.
Capture high-quality data from every
touchpoint to unlock deep insights on
event attendees’ preferences, enabling
relevant post-event communications,
supporting future personalized
marketing efforts, and allowing for
in-depth event measurement.
129
129
127
120
117
115
115
Executivemanagement
Easytoshoweventimpact
30%+revenuegrowth
Restofworld
1,000employees
Marcoms
10-30%revenuegrowth
Business/professionalservices/consulting
Mean
HOSTED EVENTS
155
132
129
123
123
119
100
Easytoshoweventimpact
30%+revenuegrowth
APAC
Executivemanagement
10-30%revenuegrowth
Financialservices
Mean
EVENT SPONSORSHIP
FIGURE 10
THOSE WHO CAN TRACK EVENT IMPACT LOOK TO BOOST SPEND
Number of respondents expecting their event marketing budget to increase
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
112
100
Early adopters of this technology—including some of the world’s largest
tech companies—are not only better able to calculate a return on their
investment in events, but are also more confidently expanding their event
budgets to further leverage the power that event marketing has to drive
new business.
15. 13Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
Align metrics to the event type.
Different types of events are used at
different stages of the sales funnel.
Use stage-appropriate metrics to
measure your events: lead generation
metrics for sponsorships and partner
events, pipeline acceleration and
revenue metrics for VIP dinners,
customer renewal and growth metrics
for user conferences, and sales
increases for in-store events.
Adopt a bias toward hosted events.
Hosted events give your organization
better control of the customer
experience and offer the chance to
drive greater business value. Four
in 10 survey respondents say their
organizations plan to spend more
on hosting events in the year ahead,
while three in 10 plan to spend more
on sponsoring events.
When sponsoring events, get
involved outside the booth.
Participate broadly in the sponsored
event, giving attendees a reason to
engage with you. Rather than simply
sponsor a booth at an industry
trade show, for example, schedule
satellite events like dinners and
receptions after hours to drive deeper
engagement. Also consider having
your organization’s executives make
presentations that position your
company as an industry expert and
drive booth traffic.
CONCLUSION
While the digital revolution has given
businesses more ways than ever to
reach out to their customers, event
marketing remains a foundational—
and growing—component of most
corporate marketing strategies.
Companies understand, at a gut level,
that event marketing works—that
nothing substitutes for the dynamic
interaction between people meeting
face-to-face to better understand how
their organizations might profit from
doing business together.
Still, marketers are under increasing
pressure to demonstrate value for
the dollars they spend on all forms
of marketing, including events. Until
recently, doing this was problematic;
marketers simply had no efficient
and reliable way to track the results
of their event activity at scale. Early
event management software programs
were helpful in planning and managing
events, but lacked the analytical tools
needed to track what those events were
delivering for the companies hosting
or sponsoring them—beyond top-of-
funnel metrics such as how many and
which people were attending. Today,
with the newest generation of event
marketing software, companies can
finally begin to track the degree to
which their events are translating into
real revenue and profit growth. Early
adopters of this technology—including
some of the world’s largest tech
companies—are not only better able to
calculate a return on their investment
in events, but are also more confidently
expanding their event budgets to
further leverage the power that event
marketing has to drive new business.
Over time, it seems inevitable that
more organizations will join them.
“I don’t know of any organization,”
says Yelp’s Schwarz, “where you can
spend budget and time and resources
to do something, and not report back
on why it was or was not successful.”
16. 14 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
FIGURE 11
B2B B2C FOCUS ON EDUCATIONAL EVENTS THE MOST
Respondents indicating which event types they spend the most money on [TOP 15]
•HOSTED
•SPONSORED
BUSINESS TO BUSINESS
Multiple-dayconferences
Industrytradeshows/conventions
One-dayconferencesorseminars
Businessorchannelpartnerevents
Thought-leadershipworkshops
VIPbreakfasts/lunches/dinners
Productlaunches
Pressorinfluencerevents
Roadshows
Producttrainings
Usergroups
Satellite/ancillaryeventsaroundconferencesandtradeshows
Awardceremonies
Entertainmentevents(i.e.,sportingevents,concerts,comedyshows,moviescreenings)
Cocktailpartiesorhappyhours
24%
28%
23%
44% 9%
22%
17%
19%
17%
14%
9%
11%
4%
10%
3%
9%
4%
8%
4%
8%
3%
7%
4%
5%
8%
5%
7%
4%
5%
4%
2%
16%
17%
15%
15%
6%
10%
21%
10%
11%
10%
8%
9%
15%
9%
8%
9%
5%
9%
3%
8%
15%
8%
8%
8%
3%
7%
11%
7%
11%
BUSINESS TO CONSUMER
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018
10 20 30 40 50 60 10 20 30 40 50 60
One-dayconferencesorseminars
Productlaunches
In-storeevents
Entertainmentevents(i.e.,sportingevents,concerts,comedyshows,moviescreenings)
Businessorchannelpartnerevents
Communitymeet-ups
Industrytradeshows/conventions
Lectures
Roadshows
Thought-leadershipworkshops
Multiple-dayconferences
Pressorinfluencerevents
Producttrainings
Fundraisers/philanthropicevents
Culturalfestivals(e.g.,literary,art,film,food)
17. 15Harvard Business Review Analytic ServicesResearch Report | The Event Marketing Evolution
METHODOLOGY AND PARTICIPANT PROFILE
A total of 739 respondents drawn from the HBR audience of readers (magazine/
newsletter readers, customers, HBR.org users) completed the survey.
SIZE OF ORGANIZATION
ALL RESPONDENTS’ ORGANIZATIONS HAD 500 EMPLOYEES OR MORE.
47%
10,000 OR MORE
EMPLOYEES
41%
1,000- 9,999
EMPLOYEES
12%
500-999
EMPLOYEES
SENIORITY
19%
EXECUTIVE
MANAGEMENT OR
BOARD MEMBERS
35%
SENIOR
MANAGEMENT
32%
MIDDLE
MANAGERS
14%
OTHER GRADES
KEY INDUSTRY SECTORS
17%
TECHNOLOGY
12%
MANUFACTURING
11%
FINANCIAL SERVICES
OTHER SECTORS EACH
CONTRIBUTED 8% OR LESS
OF THE RESPONDENT BASE
JOB FUNCTION
27%
MARKETING/
COMMUNICATIONS
15%
SALES/BUSINESS
DEVELOPMENT
12%
OPERATIONS/PRODUCTION
MANAGEMENT
OTHER FUNCTIONS WERE
EACH REPRESENTED BY
7% OR LESS OF THE
RESPONDENT BASE
REGIONS
50%
NORTH AMERICA
31%
EUROPE,
THE MIDDLE EAST,
AFRICA
14%
ASIA/PACIFIC
5%
REST OF WORLD
REVENUE
50%
GENERATED OVER
$1 BILLION IN REVENUE
29%
GENERATED OVER
$5 BILLION IN REVENUE
8%
GENERATED LESS THAN
$50 MILLION
IN REVENUE
Figures may not add up to 100% due to rounding.
18. 16 Research Report | The Event Marketing EvolutionHarvard Business Review Analytic Services
NOTES