We’re in the midst of the engagement marketing era. While digital marketing remains a key component to the lead lifecycle, one truth remains: the most crucial component to engagement marketing is the face-to-face event. In order to succeed in this new marketing culture, you need to track your live event engagement and prove event ROI. Check out the full webinar here: https://www.youtube.com/watch?v=I-fary1OclY

1. #DDROEM
Engagement: The Ultimate Metric to
Demonstrate Event ROI
Event Marketing Resources
Presented By:
Lindsey Lyle
Head of Events
@mrslindseylyle
Justin Gonzalez
Senior Marketing Manager
@justinSF

2. #DDROEM
Event Marketing Resources
Stick Around for
Valuable
Content!

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Today’s Agenda
Rise of the Event Marketer
Set Engagement Goals to Demonstrate ROI
Leverage Your Data Wisely
Event Marketing Resources

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The marketing landscape is
evolving.

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Short term goals like lead
generation and velocity are no
longer sufficient.

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Marketers must now focus on
building lasting relationships
with prospects and
customers.

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Consider:
Are they engaged with your brand?
Will they remain loyal to your brand
amongst constant competition for
attention?

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ENGAGEMENT
MARKETING

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How familiar are you with event apps?
Marketing used to be about what you said to
people, now it’s what you do for people. You
have to come into the business to add value to
the lives of your customers and clients.
Kevin Jackson
Director of Ideas and Innovation
The Experience is the Marketing
“

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New marketing technologies
are making it simpler than
ever to engage prospects and
customers.

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Digital Marketing is measurable,
but one-directional.

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Trackable Metrics:
Email Open Rates

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Trackable Metrics:
Email Open Rates
Conversions

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Trackable Metrics:
Email Open Rates
Conversions
Online Ad Impressions

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Trackable Metrics:
Email Open Rates
Conversions
Online Ad Impressions
Web Traffic

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Trackable Metrics:
Email Open Rates
Conversions
Online Ad Impressions
Web Traffic
Click Through Rates

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Trackable Metrics:
Email Open Rates
Conversions
Online Ad Impressions
Web Traffic
Click Through Rates
Content Downloads

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Trackable Metrics:
Email Open Rates
Conversions
Online Ad Impressions
Web Traffic
Click Through Rates
Content Downloads
Content Shared

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Trackable Metrics:
Email Open Rates
Conversions
Online Ad Impressions
Web Traffic
Click Through Rates
Content Downloads
Content Shared
Bounce Rate

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Welcome to the age of live
engagement marketing.

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Live events are the only way
to supercharge dialogue with
leads, prospects, and
customers.

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Live events create the perfect
storm of engagement by
creating real relationships with
constant connections.

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But, event marketers face a
few challenges when
measuring engagement at
events.

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It’s no longer sufficient to
measure event performance
with post event surveys, lead
counts, and attendance.

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Event profs must identify and
evaluate the live moments
that impact the event and
consequently the business’s
success.

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In order to do so, event
marketers must become more
data-driven like their
marketing counterparts.

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Today’s Agenda
Rise of the Event Marketer
Set Engagement Goals to Demonstrate ROI
Leverage Your Data Wisely
Event Marketing Resources

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How familiar are you with event apps?
People still want that in-person connection.
Event programs offer the face-to-face
engagement that helps move your leads down
the funnel at a higher conversion rate than
most other marketing channels.
Lindsey Lyle
Senior Event Marketing Manager
DoubleDutch
“

29. #DDROEM
Event programs move leads
down the sales funnel at a
higher conversion rate.

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Known
Lead
MQL
Typical Sales Cycle
30 days

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Known
Lead
MQL SQL Opportunity
Typical Sales Cycle
30 days 15 days

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Known
Lead
MQL SQL Opportunity Close
Typical Sales Cycle
30 days 15 days 30 days

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Known
Lead
MQL
Sales Cycle with Event Influence
30 days

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Known
Lead
Sales Cycle with Event Influence
30 days
MQL SQL Opportunity Event Close

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Known
Lead
Sales Cycle with Event Influence
30 days 15 days
MQL SQL Opportunity Event Close

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Dozens of marketing
campaigns unfold at a single
event.

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Set expectations early.

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1. Meet with key stakeholders
and identify objectives of
event together.

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2. Brainstorm ways of tracking
and measuring these
objectives.

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3. Communicate event
programs’ business objectives
pre-event, during, and post-
event with all hands involved.

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Metrics for Attendees: what do
those happy faces mean for
your business’ bottom line?

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Metrics for Attendees:
Event registrations
Meeting requests
Email signups
Attendee referrals
Sales calls
Product demos
Product purchases
Sales
Pipeline

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Metrics for Attendees:
Event registrations
Meeting requests
Email signups
Attendee referrals
Sales calls
Product demos
Product purchases
Traditional media
Social media
Attendee influence
Website traffic
Sales
Pipeline
Brand
Building

44. #DDROEM
Metrics for Attendees:
Event registrations
Meeting requests
Email signups
Attendee referrals
Sales calls
Product demos
Product purchases
Traditional media
Social media
Attendee influence
Website traffic
Returning attendees
Session bookmarks
Session attendance
Engagement frequency
Attendee sentiment
Number of followers per
attendee
Sales
Pipeline
Brand
Building
Attendee
Engagement

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Sponsors and exhibitors are
the lifeblood of many events;
make sure they want to return
and increase their investment.

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Metrics for Sponsors:
Booth traffic
Meeting requests
Demos scheduled/given
Quality of contacts
Sales generated
Sales Pipeline

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Metrics for Sponsors:
Booth traffic
Meeting requests
Demos scheduled/given
Quality of contacts
Sales generated
Media mentions
Attendee sentiment
Sponsor sentiment
Increase in sponsor
retention
Sales Pipeline Brand Building

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Targeted offers give exhibitors
the power to send specific
messages to the right
audience in order to drive the
desired traffic to their booth.

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How familiar are you with event apps?
What technology does is like taking Picasso up
to modern day and giving him Photoshop.
Adam Parry
Editor in Chief
Event Industry News
“

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Equip yourself with the right
software and tools.
Marketing
Automation
(Marketo)
Customer
Relationship
Management
(Salesforce)
Live
Engagement
Platform
(DoubleDutch)

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Today’s Agenda
Rise of the Event Marketer
Set Engagement Goals to Demonstrate ROI
Leverage Your Data Wisely
Event Marketing Resources

52. #DDROEM
Leverage your data wisely.
EVALUATE &
BENCHMARK

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Leverage your data wisely.
Take all metrics from the event and
compare them to your goals.

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Consider:
1. How did your metrics perform against your
goal?

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Consider:
1. How did your metrics perform against your
goal?
2. Did you surpass your goal?

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Consider:
1. How did your metrics perform against your
goal?
2. Did you surpass your goal?
3. If not, what changes can you make?

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Consider:
1. How did your metrics perform against your
goal?
2. Did you surpass your goal?
3. If not, what changes can you make?
4. Immediately establishing benchmarks
for next time to compare results.

58. #DDROEM
Leverage your data wisely.
EVALUATE &
BENCHMARK
INFLUENCE &
DRIVE

59. #DDROEM
Leverage your data wisely.
Don’t just look at data – use it.

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Consider:
1. What does data tell you about attendees’
interests, patterns, and learnings?

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Consider:
1. What does data tell you about attendees’
interests, patterns, and learnings?
2. What’s the best way to follow up with
attendees based on these findings?

62. #DDROEM
Consider:
1. What does data tell you about attendees’
interests, patterns, and learnings?
2. What’s the best way to follow up with
attendees based on these findings?
• Should a sales rep reach out post-event?

63. #DDROEM
Consider:
1. What does data tell you about attendees’
interests, patterns, and learnings?
2. What’s the best way to follow up with
attendees based on these findings?
• Should a sales rep reach out post-event?
• Should you follow up with specific content?

64. #DDROEM
Leverage your data wisely.
EVALUATE &
BENCHMARK
INFLUENCE &
DRIVE
TRACK &
OPTIMIZE

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Leverage your data wisely.
Sit back and track results against
business’s bottom line.

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Consider:
1. Conversion rate

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Consider:
1. Conversion rate
2. Win rate

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Consider:
1. Conversion rate
2. Win rate
3. Deals closed

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Consider:
1. Conversion rate
2. Win rate
3. Deals closed
4. Dollars won

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Consider:
1. Conversion rate
2. Win rate
3. Deals closed
4. Dollars won
5. Retention earned

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It’s important to check back in
months post-event to see your
event’s influence over these
metrics over time.

72. #DDROEM
If you can measure it, you can
make it better.

73. #DDROEM
Check out the complete guide to
demonstrating event ROI

74. #DDROEM
Engagement: The Ultimate Metric to
Demonstrate Event ROI
Event Marketing Resources
Presented By:
Lindsey Lyle
Head of Events
@mrslindseylyle
Justin Gonzalez
Senior Marketing Manager
@justinSF