Posts by Lauren Taylor

Lauren Taylor is Event Farm's Content Strategist.
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Using Events and Customer Co-Creation to Drive Product Innovation

Designing in-event activations that allow consumers to create experiences with a brand helps to increase consumer engagement, drive loyalty, and build trust. But what if you used events as a way to let consumers do more than just co-create a branded experience with you?

In-person events are also a great opportunity to glean consumer feedback and insights about your product. Of course, you can (and should) continue to email surveys to your customers and conduct product marketing calls to identify their pain points. But an in-person event might be the only time you get to see your customers or prospects interacting with your product—so use it to your advantage. In-event activations don’t have to simply focus on allowing consumers to co-create an experience with you; they should also encourage them to co-create your product with you.

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  Written by Lauren Taylor on 1/23/17 2:05 PM

The Secret to Building Customer Loyalty with Experiential Marketing: Co-Creation

Today’s world is oversaturated with digital marketing campaigns. In increasing numbers, marketers are discovering a better way to grab ahold of and keep the attention of consumers: experiential marketing.

Experiential marketing helps brands tap into the emotions, feelings, and attachments that drive consumers. Attending a branded event allows consumers to experience what a brand stands for, and 74% of consumers have a better opinion about a brand after attending an experiential marketing event. In short: experiential marketing helps establish trust, nurture brand loyalty, and build new relationships.

But what if your experiential campaigns could be even better? Read More...

  Written by Lauren Taylor on 1/18/17 3:50 PM

4 Ways to Leverage Customer Advocacy at Events

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy.

How can you make the most effective marketing tactic more effective? In-person events are already hugely successful for B2B marketers, but they have the potential to become even better. One of the biggest missed opportunities in the world of B2B events is not taking full advantage of field events as a platform for generating customer advocacy. In-person events aren’t just for closing deals and building thought leadership—they also present an opportunity to recruit new advocates, engage existing advocates, and leverage advocacy to drive revenue.

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  Written by Lauren Taylor on 1/17/17 12:13 PM

The Most Important Thing to Remember in Event Marketing: Your Event's Promotion

There are a lot of blog posts and other resources with tips, suggestions and information for how to create the best in-event experiences to engage with and influence attendees. Creating a great in-event experience is, of course, important—but what about the process of promoting your event and getting those attendees there in the first place? 

If you really want to set your event up for success, you must promote your event and persuade people to register. You should also focus on letting your broader network know that the event is taking place, even if you know that not everyone will attend. That way, you'll not only be able to attract high-quality attendees, but you'll also be able to use social platforms to amplify your event’s content and your brand’s name to those who aren't even in attendance.
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  Written by Lauren Taylor on 1/11/17 5:00 PM

4 Questions Marketing Ops Need to Answer After Any Event

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

Imagine 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?

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

4 Event Metrics You Should be Tracking

This post was originally published on Attend by Event Farm's blog and was written by Courtenay Allen

Measuring an event’s success is not as simple as measuring the performance of your latest Facebook ad. The word “metrics” has been tossed around everywhere, but it’s not just a buzzword—it’s a necessity. Whether you’re hosting a small-scale dinner to help close sales opportunities or hosting a larger conference, keep reading to learn about four metrics that will help you determine the success of your event. Read More...

  Written by Lauren Taylor on 1/5/17 3:29 PM

How to Track Event Influence with Salesforce Reports

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

Salesforce can be extremely useful in helping you create a more data-driven approach for your event marketing strategy, but it can be challenging to track how events influence pipeline and revenue if you don't have the right Salesforce reports. With Salesforce, it's easiest to report on the “Primary Campaign Source” for an opportunity, but there are many reasons why that might not tell the full story. Looking at campaign influence (instead of just primary source) is a great way to look at the bigger picture and understand how your event strategy affects your pipeline.

To track opportunities that were influenced by events, the Salesforce report type, “Campaigns with Influenced Opportunities” works best. The information from these reports allows you to see high-level trends, as well as more granular details of event influence on pipeline and revenue. There are a number of ways you can slice and dice this information, so we'll look at four different Salesforce reports as examples.

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  Written by Lauren Taylor on 1/3/17 12:14 PM

Welcome to the Farm! Meet Greg Kantziper and Gevik Valijani

Earlier this week we introduced Ryan Speaker and Steph Shuff, but we have even more recent additions to the Farm we'd like to introduce today: Greg Kantziper and Gevik Valijani. 

Greg, a Sales Development Representative, is based out of our DC office, while Gevik, an Android Developer, is based in our sunny Santa Monica headquarters. Greg and Gevik have been at the Farm for less than a month, but—as seems to be a trend among new Farmers— have already made an impact. Keep reading to learn more about what drove them to the Farm and what excites them about the future of the event marketing industry. 

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  Written by Lauren Taylor on 12/29/16 10:08 AM

Welcome to the Farm! Meet Ryan Speaker and Steph Shuff


There have been a lot of exciting changes at the Farm recently, and we'd like to introduce two of the newest additions to our DC office: Ryan Speaker, Customer Support Specialist, and Steph Shuff, Sales Development Representative. 

Ryan and Steph have been at the Farm for about a month, and they've already proven themselves to be valuable members of the team. Not only have they quickly and effectively adapted to their roles in the Sales and Customer Success teams, they've also added new, exciting energy to the office. Between Ryan's deadpan jokes and Steph's go-getter attitude (not to mention her dog, Cricket!), we're happy to welcome them to Event Farm and to introduce both of them to you! Keep reading to learn more about what drove them to the Farm and what excites them about the future of the event marketing industry.

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  Written by Lauren Taylor on 12/27/16 9:52 AM

4 Ways In-Person Events Cut Through the Marketing Noise

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy.  

The world of online marketing becomes more crowded every day. With the vast majority of marketing taking place online for every type of business, the average person is being marketed to via email, ads, direct messages, and other online channels—and it all starts to become noise. For B2B marketers, the deluge of online marketing messages bombarding the average person on a daily basis reduces the impact of even our best marketing campaigns. One of the biggest advantages of hosting a live event is the ability to cut through this online noise to successfully reach your audience.

Marketers are starting to realize the importance of in-person the events as much more than just a way to generate leads and boost brand awareness. Sanjay Dholakia, CMO at Marketo, was recently asked what he thinks is driving this rise in the relevance of marketing events today. “There’s so much information online today that you can’t blast your way through it anymore,” he said. “In this crazy digital, mobile, social world, we now have infinite channels, so there’s much more noise. It’s hard to get the signal through.” It's clear that events are an effective way to "get the signal through" and reach your target audience.  Read More...

  Written by Lauren Taylor on 12/21/16 1:41 PM

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