4 Questions Marketing Ops Need to Answer After Any Event

Lauren Taylor on 1/9/17 11:38 AM



This post was originally published on Attend by Event Farm's blog and was written by Phoebe Farber

marketing-sales-alignment-1.jpgImagine this situation (or simply think back, since you’ve likely experienced something similar): yesterday your team hosted a field marketing event, and only some of your marketing managers and sales reps were on-site. Time is of the essence to coordinate follow-up, and the rest of the team wants to know how the event went. What questions should marketing ops be able to quickly answer, and what should be included in the quantitative event summary for the sales and marketing teams?

Reporting on other marketing campaigns—those that are online and take advantage of digital channels—is different because it’s mostly automated. If you’re promoting an eBook, for example, you know how many people viewed the landing page and how many of those submitted the form. For an event, there is more nuance involved with reporting because events are large expenses and “offline” marketing tactics. Since the in-person engagement isn’t digital, there are more opportunities for missing or incomplete data.

Lack of data makes your job more challenging and makes meaningful reporting difficult. Adding the right technology, tightening processes, and determining what you want to measure are important steps to getting the data you need. Keep reading to learn four of the important questions marketing ops should be able to answer after an event.

1. What were the number of invitees, registrants, and attendees?Numbers-on-event-invitations-registrations-attendance.png

Similar to reporting on webinar registrants or whitepaper downloads, you should be able to share your event stats to understand the scale of the event. How many people did you invite? How many people registered? How many people attended?

It’s easy to answer the question “How many people downloaded this eBook?” Events shouldn’t be any different. All other measurements of how the event impacts your business will stem from understanding this information. Comparing the number of people who registered to those that attended will also help you track average attrition rates to know how many people to expect at future events based on registration numbers. These basic event stats will also frame the conversation about the event so it’s the logical place to start—“We ran X event at Y location and Z many people attended”.

Who-attended-the-event.png2. Who was in the room? 
Field marketing events are more high touch than high tech. You’re spending a lot of time, money, and energy on these events, so it’s important to understand exactly who you’re engaging. You’ll want to know the breakdown of customers, opportunities, and newly engaged prospects that attended your event. Of the customers, are any coming up for renewal soon? What is the total value of the new business opportunities that came to your event? Were the newly engaged prospects from target accounts? How many net new contacts were there? What personas were represented?

There are a lot of ways to slice and dice this information and the way you structure it will be based on what’s important to your team and your marketing strategy. Representing this data is a great opportunity to add some charts to convey event success visually.

Determining the outcome of a revenue-driven event requires tight sales and marketing alignment. Watch our on-demand webinar, Supercharing Sales and Marketing Alignment at Events, for more tips and suggestions. 

3. What happened on-site?
Once you’ve determined how many people attended and who they are, you’ll want to get into the granular details of what actually happened on-site. Who were your sales reps able to engage, and what did they talk about? This is where it can become difficult to find concrete answers.

On any given day, you may be able to read all of the notes from conversations your sales team had on the phone, but you typically don’t get the same result after a field marketing event. The on-site team is exhausted, and even if your sales reps did take detailed notes, it might take several days for them to log those notes in Salesforce—which is a problem. You want those notes to live online as soon as possible, especially so they don’t get lost in the shuffle of post-event processes. 

Rather than relying on the sales team to log conversation notes immediately after an event, our team uses the Attend Mobile App which allows sales reps to log conversion notes in real time at an event. That way we can see exactly who connected with whom, and we know exactly what they discussed. However you handle the logistics of getting conversation notes into Salesforce, that data is the key to understanding your event’s success. Those notes enable your team to follow up in a meaningful way by offering context, and being able to share these notes with your team as part of your event recap will add valuable color.


4. How did the event influence pipeline and revenue? 
Event-Marketing-Attribution.pngWhile you can only report on which existing opportunities were impacted immediately after an event, you’ll be able to learn more as time passes. Reporting on how the event influenced opportunities will pique the interest of your fellow revenue-focused marketers and, of course, the sales team.

In the coming weeks you can see if any new opportunities were created from the prospects who attended your event. Over the long term, you can see which new customers were influenced by one of your events, and you can also track the existing customer renewals that your field marketing efforts influenced.

When thinking about reporting on anything, it is always helpful to focus on telling a story with the data. You need to report on event success, but sending out a confusing and dense spreadsheet won’t be effective. Structuring your systems and processes to help answer these four questions is the first step to reporting your event’s results to the rest of the company and team. All of this will help justify future event spend, and will ultimately help align your sales and marketing teams around your events.

For more tips about aligning your marketing and sales efforts, watch our on-demand webinar, Supercharing Sales and Marketing Alignment at Events. 

Event pros, how do you determine the success of your revenue-driven events? Let us know in the comments below, or tweet us @eventfarm!


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