1. Power of Personalized Events in
Accelerating the Sales Cycle
Betsy Zikakis, VP Marketing
Patrick Cava, Product Marketing

2. Maximize Event Value for all Stakeholders
Marketers, Exhibitors/Sponsors, Attendees
Proven Platform
Support
for Millions of Attendees
Partner
with Event and Marketing Solutions
Enterprise EcoSystem
+600 Customers
Execute
Complex Events at Scale
Established
SaaS Business
Robust Infrastructure

3. Events help Buyers Move
Themselves Through the Buying Cycle
Map the Market
AWARENESS
Increase
Knowledge &
Connections
Dive into the Details
CONSIDERATION
Build Relationships
RESEARCH
Overcome Issues
ENGAGEMENT
Hone Best Practices
BUY
Learn New Directions

4. A Traditional Approach
Experience
Generalized
Connections
Existing Networks
Participation
Limited

5. A New Approach
Experience
Personalized
Connections
1:1 Appointments
Participation
Mobile & Social

6. Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
Customer
Late Stage
Prospect
?
?
?
VP
?
Analyst
Early Stage
Prospect

7. Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
Customer
Late Stage
Prospect
?
?
?
VP
Understand Who They Are
?
Analyst
Early Stage
Prospect

8. Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
•
•
•
•
Product Usage
Integration Capabilities
Late Stage
Prospect
New Product Releases
Product Training
Customer
?
•
•
?
Market Trends
Thought Leadership
?
VP
Deliver Content They Need
•
•
Product Capabilities
Differentiators
?
Analyst
Early Stage
Prospect

9. Meet Attendees Where They Are in the Buying Cycle, Give Them
What They Need
•
•
•
•
Product Usage
Integration Capabilities
Late Stage
Prospect
New Product Releases
Product Training
Customer
?
•
•
?
Market Trends
Thought Leadership
?
•
•
Product Capabilities
Differentiators
?
Analyst
VP
Orchestrate Connections They Value
Early Stage
Prospect

10. Personalized Event Experiences

11. Personalized Event Experiences
Attendee Profiles
Name: Susan Smith
Email: ssmith@silverstone.com
Twitter: @silversue
Title: VP, Engineering
Industry: Financial Services
Company: Silverstone Financial
Revenue: >$500 million
Stage: Engaged Lead
Opportunity Value: ?
Time to Purchase: ?
Considering: ADTech, P3, DMR
Interests: Mobile, SDL
Objectives: Early Research
Name: Matt Wang
Email: mwang@stone.com
Twitter: @mattwang
Title: Software Engineer
Industry: Manufacturing
Company: Stone Industries
Revenue: >$100 million
Stage: Customer
Opportunity Value: $16,000
Time to Purchase: 30 Days
Considering: ADTech
Interests: Testing
Objectives: New Features

12. Personalized Event Experiences
Recommended Content
Executive Level
Recommendations
Technical User
Recommendations

13. Personalized Event Experiences
Matched Appointments

14. Personalized Event Experiences
Self-Scheduled Appointments

15. Personalized Event Experiences
Personalized Event View

16. Personalized Event Experiences
Accessible on Mobile Devices

17. Accelerate Revenue, Build Customer Loyalty
AWARENESS
CONSIDERATION
RESEARCH
ENGAGEMENT
BUY

18. Integrate Events into the Revenue Cycle
AWARENESS
CONSIDERATION
RESEARCH
ENGAGEMENT
BUY
Rich
Attendee
Profiles
Name: Susan Smith
Email: ssmith@silverstone.com
Twitter: @silversue
Title: VP, Engineering
Industry: Financial Services
Company: Silverstone Financial
Revenue: >$500 million
Stage: Engaged Lead
Opportunity Value: $250,000
Time to Purchase: 6 months
Considering: ADTech, P3, DMR
Interests: Mobile, SDL
Objectives: Early Research
Sessions: Market Trends, Mobile
Dev, Agile Leadership
Meetings: Analyst (2), Partners (1)
Social: Shares (7), Tweets (9)

19. Why Marketo-Certain Solution?
Incorporates events within the extended digital
marketing enterprise
•
•
•
•
•
Best of breed event management paired
w/ B.O.B. marketing automation
Use existing data to inform event
experience and streamline process
Optimize sales and marketing follow-up
Provide marketing and sales real-time
insight into event behavior,
engagement, and interest
Measure ROI of event spend more
effectively
Event
Management
Marketing
Automation
CRM

20. Before Event
Attendee Profile
First
Last
Title
Phone
Mobile
Address
State
Postal
Middle
Salutation
Company
Email
Marketo ID
City
Country
Fax
Custom
Revenue
Customer Type
Stage
Social
Industry
T-Shirt Size
Prod Interest
Considering
Import Profile Data
Design Event

21. During Event
Update
Profile
Interest
Social
Middle
Preferenc
es
Track Progress and Impact
Status
Reg Status
Site Tracking
Polls/Q’s
Profile
First
Last
Title
Phone
Mobile
Address
State
Postal
Middle
Salutation
Company
Email
Marketo ID
City
Country
Fax
Create new
CRM

22. After Event
Update
Status + Behavior
Attend Status
Site Tracking
Sessions
Payments
Gamification
Cost
Polls/Q’s
Appointments
Site Tracking
Travel
Ratings
Reg Source
Follow-Up + Measure
CRM

23. After Event
Update
Follow-Up + Measure
Status + Behavior
Attend Status
Site Tracking
Sessions
Payments
Gamification
Cost
Polls/Q’s
Appointments
Site Tracking
Travel
Ratings
Reg Source
CRM
Pipeline Velocity – Days per Stage
Personalized Events 148.6
Average Events
185.6

24. Personalized Events Accelerate Sales
•
•
•
•
Product Usage
Integration Capabilities
Late Stage
Prospect
New Product Releases
Product Training
Customer
?
•
•
?
Market Trends
Thought Leadership
?
•
•
Product Capabilities
Differentiators
?
Analyst
VP
Accelerate Buying Cycle
Capture Attendee Interests and Preferences
Incorporate Events in the Revenue Cycle
Early Stage
Prospect

25. Q&A Patrick
More on this from
Personalized
Event Experiences
How Marketers Accelerate
Revenue with Events
Digitizing
Events
More information at:
www.certain.com