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How to Understand, Attract, and Engage Buyers at Events

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Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.

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How to Understand, Attract, and Engage Buyers at Events

  1. 1. @Snap_App @Certain #EventMarketingWebinar How To Understand, Attract, & Engage Buyers at Events (So you can drive more revenue!) Webinar
  2. 2. @Snap_App @Certain #EventMarketingWebinar Webinar How To Understand, Attract, & Engage Buyers at Events (So you can drive more revenue!)
  3. 3. @Snap_App @Certain #EventMarketingWebinar Webinar How To Understand, Attract, & Engage Buyers at Events (So you can drive more revenue!)
  4. 4. @Snap_App @Certain #EventMarketingWebinar Webinar How To Understand, Attract, & Engage Buyers at Events (So you can drive more revenue!)
  5. 5. @Snap_App @Certain #EventMarketingWebinar Webinar How To Understand, Attract, & Engage Buyers at Events (So you can drive more revenue!)
  6. 6. Lena Prickett, Content Marketing Specialist lprickett@snapapp.com Moderator • Share your questions in the GoToWebinar window, or ask them using the Twitter hashtag: #EventMarketingWebinar • If we don’t get to your question, we’ll respond directly We are recording this session, so it will be available by email and under “Webinars” on our website Housekeeping @Snap_App @Certain #EventMarketingWebinar
  7. 7. @Snap_App @Certain #EventMarketingWebinar Webinar How To Understand, Attract, & Engage Buyers at Events (So you can drive more revenue!)
  8. 8. @Snap_App @Certain #EventMarketingWebinar VP, Alliances and Channels, Certain chansen@certain.com Christine Hansen Senior Marketing Manager vporter@snapapp.com Vanessa Porter @Snap_App @Certain snapapp.com/blog Certain.com/blog Welcome www.snapapp.co m
  9. 9. 617.923.00 00 www.snapapp.co m info@snapapp.co m 8 TIPS FOR: PRE-EVENT MARKETING DURING-EVENT ENGAGEMENT POST-EVENT SUCCESS Agenda
  10. 10. @Snap_App @Certain #EventMarketingWebinar THE CHASM BETWEEN MARKETING AND EVENTS. CERTAIN BRIDGES THE DIGITAL WORLD OF MARKETING AND THE OFFLINE DATA FROM EVENTS. EventsMarketing
  11. 11. @Snap_App @Certain #EventMarketingWebinar COMPELLING CONTENT AT EVENTS Noise Providing value Better data
  12. 12. @Snap_App @Certain #EventMarketingWebinar INTERACTIVE CONTENT JUST WORKS BETTER • Better calls to action that deliver higher click-throughs and conversions • 2 – 3x increase in lead conversion rates in comparison to lead gated static content • • Better data for lead scoring and faster MQL creation drives opportunity pipeline
  13. 13. © Copyright Certain Inc. 2015 @Snap_App @Certain #EventMarketingWebinar INCREASE ROI Event Data Interactive Content
  14. 14. EVENTS ARE THE #1 MOST EFFECTIVE TACTIC FOR B2B MARKETERS. @Snap_App @Certain #EventMarketingWebinar
  15. 15. HOW WILL YOU CONVERT LEADS FROM EVENTS? • Events have a huge opportunity to contribute to revenue. • But marketers are failing to leverage data from events to move customers through the buying cycle. o Not engaging o Not personalized o Not interactive • Data-driven marketers need to ask themselves how will they convert their leads from events. • That question should be asked before the event even starts @Snap_App @Certain #EventMarketingWebinar
  16. 16. 617.923.00 00 www.snapapp.co m info@snapapp.co m TIPS How do you convert leads? 8 TIPS @Snap_App @Certain #EventMarketingWebinar
  17. 17. © Copyright Certain Inc. 2015 @Snap_App @Certain #EventMarketingWebinar PRE-EVENT ENGAGEMENT
  18. 18. 617.923.00 00 www.snapapp.co m info@snapapp.co m UNDERSTAND YOUR EVENT ATTENDEES TIP #1 @Snap_App @Certain #EventMarketingWebinar
  19. 19. @Snap_App @Certain #EventMarketingWebinar • Pre-fill what is known • Gather what is needed • Supplement prospect knowledge (opt-in) Segment 1 Segment 2 Segment 3 Segment 4 Segment 5
  20. 20. @Snap_App @Certain #EventMarketingWebinar WHERE HAS IT BEEN DONE? Profile Attendees & Build Buzz! • PayScale wanted to drive booth traffic and profile attendees • > 1,200 engagements, 75% lead form conversion rate, increased booth traffic
  21. 21. 617.923.00 00 www.snapapp.co m info@snapapp.co m USE INTERACTIVE AND PERSONALIZED CONTENT TO ENGAGE ATTENDEES BEFORE THE EVENT TIP #2 @Snap_App @Certain #EventMarketingWebinar
  22. 22. @Snap_App @Certain #EventMarketingWebinar Personalized Recommendations & Agendas • Give each attendee an experience designed just for them • Help attendees plan for success
  23. 23. @Snap_App @Certain #EventMarketingWebinar WHERE HAS IT BEEN DONE? Session Picker • Oracle used a session picker to help attendees • Used information to provide personalized recommendations
  24. 24. @Snap_App @Certain #EventMarketingWebinar ON-SITE INTERACTIONS
  25. 25. 617.923.00 00 www.snapapp.co m info@snapapp.co m TRACK ACTIVITIES AND INTERESTS AT THE EVENT TIP #3 @Snap_App @Certain #EventMarketingWebinar
  26. 26. @Snap_App @Certain #EventMarketingWebinar • Badge scanning • Session polling • Social engagement • Appointments EVENTS PROVIDE GREAT INSIGHT INTO BEHAVIOR, INTERESTS AND ENRICHED PROFILES
  27. 27. @Snap_App @Certain #EventMarketingWebinar GO BEYOND CHEAP GIVEAWAYS • Engage with something that’s meaningful to you and the attendee • Use interactive content to let attendees: o Compete o Assess o Calculate o Test Their Knowledge
  28. 28. 617.923.00 00 www.snapapp.co m info@snapapp.co m USE REAL-TIME ENGAGEMENT TO DRIVE THE NEXT LOGICAL STEP TIP #4 @Snap_App @Certain #EventMarketingWebinar
  29. 29. @Snap_App @Certain #EventMarketingWebinar PROVIDE MEANINGFUL FOLLOW-UP • Start the conversation before they leave. • Drive resources or follow-up CTAs based on their engagement behavior
  30. 30. DRIVE CROSS SELL AND UPSELL DURING EVENTS WITH REAL-TIME PERSONALIZED CONTENT @Snap_App @Certain #EventMarketingWebinar
  31. 31. 617.923.00 00 www.snapapp.co m info@snapapp.co m USE INTERACTIVE CONTENT AT THE EVENT TO DRIVE MORE LEADS TIP #5
  32. 32. @Snap_App @Certain #EventMarketingWebinar HARNESS THE POWER OF DIALOGUES • Stand out in the sea of sponsors • Think outside the box and build connections! • Events are great for conversations. How can you create one?
  33. 33. 617.923.00 00 www.snapapp.co m info@snapapp.co m CONTINUE TO COLLECT DATA AND INCREASE YOUR UNDERSTANDING OF EACH ATTENDEE TIP #6 @Snap_App @Certain #EventMarketingWebinar
  34. 34. @Snap_App @Certain #EventMarketingWebinar • Never stop watching/listening for those insightful moments • Use what you collect to improve lead scoring • Feed everything into marketing automation!
  35. 35. @Snap_App @Certain #EventMarketingWebinar POST-EVENT FOLLOW-UP
  36. 36. 617.923.00 00 www.snapapp.co m info@snapapp.co m USE WHAT YOU LEARN TO NURTURE POST-EVENT TIP #7 @Snap_App @Certain #EventMarketingWebinar
  37. 37. PERSONALIZED FOLLOW UP What is your Day One, Week One, 30 Day and Six month plan to drive conversion? • Define what you can measure and segment your lead capture • Identify early stage and late stage leads to determine where to engage in the buying cycle • Create nurture tracks based on interests and behaviors • Ensure sales has insight into all the attendee data from the event to tailor their follow-up and the content provided @Snap_App @Certain #EventMarketingWebinar
  38. 38. @Snap_App @Certain #EventMarketingWebinar CARRY THE EXCITEMENT OVER • Use events as a platform for your next big marketing promotion o Atmel’s AVR contest o HCSS Bracket Challenge
  39. 39. 617.923.00 00 www.snapapp.co m info@snapapp.co m PROVE ROI BY TYING EVERYTHING BACK TO YOUR MARKETING AUTOMATION AND ANALYTICS SYSTEMS! TIP #8 @Snap_App @Certain #EventMarketingWebinar
  40. 40. @Snap_App @Certain #EventMarketingWebinar TURNING DIALOGUES INTO ROI • Ask the questions that really matter • Record everything • Leverage your marketing automation system lead scoring nurturing sales enablement
  41. 41. @Snap_App @Certain #EventMarketingWebinar THE END RESULT? Credible ROI comes from the Marketing Automation and/or analytics system • Tagged event activity data fed to marketing automation • Pipeline added/accelerated tracked • Revenue tracked • Credible ROI documented Increased Conversion and Increased ROI
  42. 42. 617.923.00 00 www.snapapp.co m info@snapapp.co m WHAT WE’VE LEARNED How do you convert leads? 8 TIPS @Snap_App @Certain #EventMarketingWebinar
  43. 43. @Snap_App @Certain #EventMarketingWebinar VP, Alliances and Channels, Certain chansen@certain.com Christine Hansen Senior Marketing Manager vporter@snapapp.com Vanessa Porter @Snap_App @Certain snapapp.com/blog Certain.com/blog Questions? www.snapapp.co m
  44. 44. @Snap_App @Certain #EventMarketingWebinar VP, Alliances and Channels, Certain chansen@certain.com Christine Hansen Senior Marketing Manager vporter@snapapp.com Vanessa Porter @Snap_App @Certain snapapp.com/blog Certain.com/blog Thank You! www.snapapp.co m
  45. 45. 617.923.00 00 www.snapapp.co m info@snapapp.co m RESOURCES @Snap_App @Certain #EventMarketingWebinar bit.ly/SA-Events Use Case: Interactive Content and Events 7 Seriously Simple Steps to Convert More Leads innovate.certain.com/convert- event-leads

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