Make the Most of Industry Conferences: Host Microevents

Even in today’s world dominated by social media and online interaction, many organizations still recognize the benefits of attending in-person industry conferences and tradeshows. Last year, HubSpot’s INBOUND Conference alone attracted over 19,000 attendees from around the world.

These conferences have obvious benefits. They allow attendees to listen to, talk to, and learn from industry experts and peers, and they offer a productive break from the day-to-day grind, often reinvigorating and reenergizing attendees about their work. Read More...

  Written by Lauren Taylor on 2/8/17 11:00 AM

Farmer of the Year: Melissa Spitz of DigitasLBi

Event professionals are notorious for their incredibly hectic and often stressful schedules. When they’re not sourcing venues, finding sponsors, sending invitations, accommodating dietary restrictions (there are a lot!), or hiring entertainment, they’re probably busy working out the logistical details of an event to ensure that everything runs smoothly—or spending time worrying that it won’t.

But ultimately, event pros jump through these hoops to get back to something basic: humans. Our Farmer of the Year, Melissa Spitz of DigitasLBi, understands the impact she can have doing just that.
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  Written by Lauren Taylor on 1/30/17 10:30 AM

3 Possible Problems with Your Event Marketing Metrics

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

In today’s data-driven marketing world, wouldn’t it seem crazy to devote the largest portion of your marketing budget to the channel that you're most poorly measuring? As strange as it is, that's what is often happening with events. While event marketing campaigns continue to dominate marketing budgets, event success and ROI are still measured poorly, if at all. The problem isn't with events, but the metrics we use to determine event success.

Here are three of the biggest problem with event metrics and how to fix them:

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  Written by Lauren Taylor on 1/25/17 2:14 PM

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

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