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

Event Farm's Top 10 Blog Posts of 2016

As 2016 comes to a close, we at Event Farm are excited about the coming year and the opportunity to continue helping you—the event and marketing pros—drive business results through offline, in-person experiences.

But part of looking forward to 2017 includes looking back over the past year to see which content our audience engaged with the most—an indication of what event marketers might continue looking for in the future. The result? Event and marketing pros were most concerned with creating the best attendee experience from start to finish—from the time attendees received their invitation to the moment they walked through the venue’s doors—and, importantly, with finding ways to track and measure the success of any given event. Keep reading to peruse the list of our top 10 blog posts of 2016 and to learn more about what might drive the event marketing industry in the coming year.

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  Written by Lauren Taylor on 12/19/16 2:13 PM

How to Use Salesforce Campaigns for Events

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

Campaigns are a great tool to track events in Salesforce. They are designed to organize and analyze contacts involved with a certain marketing program. Campaigns help you to calculate the ROI of your program by allowing you to track the cost, pipeline, and closed deals associated with it. The broad applicability and flexibility of campaigns allow them to be used for all marketing programs while helping you determine the performance of your events.
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  Written by Lauren Taylor on 12/14/16 1:27 PM

How to Build an Event SLA for Marketing and Sales

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

It's no secret that marketing and sales don’t have the best track record when it comes to agreeing on things, but alignment between the two teams is critical for event success. In-person events require a lot of effort from both teams, and an effective way to outline agreed-upon goals and expectations between sales and marketing is by drafting a Service-level Agreements (SLAs). 

SLAs between marketing and sales primarily focus on the process of passing marketing-generated leads over to the sales team for follow up. Marketing is responsible for sourcing leads that meet a certain criteria, while sales is expected to properly follow up with those leads. Because events are one of the more complicated and involved marketing tactics, it's a good idea to create specific SLAs for each event you host. Read More...

  Written by Lauren Taylor on 12/12/16 2:40 PM

Discover the New Event Farm Product Suite

The Farm is growing!

There have been a lot of exciting changes at Event Farm recently, but the bottom line is that our product suite is expanding. Based on industry research and many conversations with our customers, we have been focused on creating and providing software solutions that are of utmost relevance and value when it comes to your immediate event marketing and management goals.

With that in mind, our industry-leading Customer Success managers will be hosting a live webinar on Thursday, December 15th, to step through our two core platforms, Event Farm and Attend by Event Farm. During the webinar, we’ll give live demonstrations of each product's strengths,  showing the undeniably positive results that come from using the platforms in conjunction. 
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  Written by Sarah Friedman on 12/8/16 11:10 AM

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