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.
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. Continue reading “The Most Important Thing to Remember in Event Marketing: Your Event’s Promotion”
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? Continue reading “4 Questions Marketing Ops Need to Answer After Any Event”
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. Continue reading “4 Event Metrics You Should be Tracking”
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.
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. Continue reading “4 Ways In-Person Events Cut Through the Marketing Noise”