Learn tips from BrightTALK marketer Kathryn Kilner for using email to distribute content, capturing the response and using that information to qualify leads.

1. Email to Lead in 10 Days

2. 2 Host PROGRAM BrightTALK™ ONLINE EVENTS ACADEMY @brighttalk David Pitta Demand Generation Marketing Manager @davepitta Presenter Kathryn Kilner Marketing Manager @kkilner Online Events Academy #OEAevent

3. Execute a live online event that generates qualified leads in 10 days 3 Objective

5. Tag data by source

6. Keep data cleanDay 1: Source database 4

8. Estimate cost range from 10 to 50 cents per record

9. Expect bounce rates of 25% from most providersDay 1: Source database 5

11. Align dual email marketing efforts

12. Coordinate dual post event campaignsDay 1: Source database 6

14. Job title/function

15. Company size/revenue

16. GeographyDay 2: Segment database 7

18. Progressive content drip based on consumptionDay 2: Segment database 8

19. Day 3: Create assets 9

20. Source: BrightTALK™ data Day 3: Create assets 10

21. Source: BrightTALK™ data Day 3: Create assets 11

22. Source: BrightTALK™ data Day 3: Create assets 12

23. 13 Branding Keyword-rich text Site navigation & related content assets Call-to-action buttons Event player available for live & on-demand viewing Social profiles Background Analytics & marketing automation tracking Keyword-rich text Day 3: Create assets

24. Day 4: Execute email campaign 14

25. Day 4: Execute email campaign 15

26. Day 4: Execute email campaign 16

27. 17 Issue Context Value Action Action Action Day 4: Execute email campaign

29. Reflect content of email in subject lines

30. Identify the message as an ad

31. Include physical street address

32. Provide obvious way for recipients to opt out of receiving future emails

33. Honor all opt-out requests immediately

34. Monitor what others are doing on your behalfSource: http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business Day 4: Execute email campaign 18

35. Online event lead scoring methodology Demographic scoring Behavioral scoring Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Objective: Originating URL: John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Lead generation http://events.partner.com Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating 4 / 5 Interactivity: 15% 5 points for participating 1-5 based on answer Consumption: 15% Extra points for viewing multiple events and above average duration Demographics: 50% Meets target geo, industry, and company size and BANT questions Sentiment : 10% 1 point per star 5 points for feedback Engagement: 10% 10 points for question C A D B D A B A C D B A C B A A D C Day 5: Plan post event campaign 19

37. Follow brand guidelines

38. Use consistent font and font size

39. Align text

40. ProofreadDay 6: Review presentation 20

42. Check voice quality

43. Understand question tool

44. Set up polls

47. Prepare yourself

48. Tell a good story

49. EnjoyDay 9: Host live event 23

50. 24 Launch post event campaign Asset Asset email invitation asset transition sales call-to-action Asset Asset Asset Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque mollis vestibulum velit sit amet iaculis. Quisque sed nulla eget nisi vestibulum sollicitudin eu ac dui. Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque mollis vestibulum velit sit amet iaculis. Quisque sed nulla eget nisi vestibulum sollicitudin eu ac dui. Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque mollis vestibulum velit sit amet iaculis. Quisque sed nulla eget nisi vestibulum sollicitudin eu ac dui. Nulla facilisi. Nunc eget quam turpis, vel ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec varius TIMING TIMING Day 10: Launch campaign

51. DAY 1Source database DAY 2Segment database DAY 3 Create assets DAY 4Execute email campaign DAY 5Plan post event campaign DAY 6Review presentation DAY 7Host practice webcast DAY 8Execute 24 hour email DAY 9Host live event DAY 10 Launch (post event) campaign Summary 25

52. 26 Questions

53. 27