HOW TO BUILD A B-TO-B EVENT DATA-COLLECTION STRATEGY: LESSONS FROM ADOBE

Transcription

1 HOW TO BUILD A B-TO-B EVENT DATA-COLLECTION STRATEGY: LESSONS FROM ADOBE Mike Stiles, Senior Corporate Events Manager, Adobe Anthony Miller, SVP, Strategy & Product Management, Lanyon

2 Adobe Summit

3 Adobe Summit

4 How did we do? Attendee Quotes Overall experience 88% say summit was above average or excellent Attendees were more satisfied with the practical information they received, and the new skills they learned at Summit this year. ROI 11x ROI Within 6 weeks of the event Plan to attend next year 8 10 out of plan to attend in 2014 Likelihood to recommend 96% will recommend Summit to others I go to dozens of these every year and I can honestly say the Adobe event was by far the most organized and well planned of all them. Kudos. - Forrester Sessions were great. Case studies and leading edge trends and technologies would be great to continue. I absolutely loved the Summit. I attended even though it was over my birthday because of the important news, sessions and networking.

5 Long-established KPIs Did I stay within my budget? Budget Traditional Metrics Did I hit my attendance goals? Were attendees reasonably pleased? Attendance Attendee Satisfaction

6 New KPIs for events Budget Sales Pipeline Attendance Measurable ROI is becoming more expected Deal Acceleration New Metrics Attendee Satisfaction Attendee Sentiment Brand Awareness Better Marketing Decisions Loyalty

7 New KPIs for events Attendee sentiment Deal acceleration Building pipeline Sales Pipeline Budget Attendance Deal Acceleration New Metrics Attendee Satisfaction Attendee Sentiment Brand Awareness Better Marketing Decisions Loyalty

8 Data Facilitates Decisions KPIs We already have access to most data Data Decisions Follow industry best practices Multi-step approach Use what is currently available Multi-year journey for us Gather more only after plans are in place to use what is currently available

9 Available Data Sources Registration Surveys Sessions Exhibitors Meetings

10 Data Setup Pre-event Onsite Post-event Registration data Pre-event survey Session scheduling Registration check in Session attendance Session survey General survey Exhibitor visits 1:1 meetings Post-event survey

11 Pre-event Data Data Sources Registration data Pre-event survey Session scheduling Insights & Action Who is coming to the event, and from where Do any groups need special attention Any attendee special needs What are they hoping to get out of the event Do we need to make adjustments to content Are there sessions with little interest Are some sessions already sold out

12 Onsite and Post-event Data Data Sources Registration check in Session attendance Session survey General survey Exhibitor visits 1:1 meetings Post-event survey Insights Who actually showed up Which sessions did they go to How did they feel about the sessions How did they feel about the event in general Which exhibitors did they visit Who did they meet with onsite How did the event measure up to expectations

13 Data to Decision Event Planning 1 Pre/Post Surveys Sentiment

14 Data to Decision Event Planning 2 Strategies Surveys Pre/post surveys General survey Session surveys Post-event staff meeting Immediate feedback Discuss ALL issues Review feedback Identify opportunities Make decisions Start planning next event

15 Data to Decision Event Planning 2 Strategies Surveys Pre/post surveys General survey Session surveys Continue to execute well on the positives Post-event staff meeting Immediate feedback Discuss ALL issues Review feedback Identify opportunities Make decisions Start planning next event

16 Data to Decision Event Planning 2 Strategies Surveys Pre/post surveys General survey Session surveys Post-event staff meeting Immediate feedback Discuss ALL issues Review feedback Identify opportunities Focus on the negatives / opportunities Continue to execute well on the positives Make decisions Start planning next event

17 Data to Decision Sales Pipeline Step 1 Product Interests CRM Personal & Company Info Onsite Activities Data Entry Quantitative Data Name Title Company Job Function Products Used Product Interests Purchasing Authority Onsite Participation Qualitative Data Sentiment Satisfaction

18 Data to Decision Sales Pipeline Step 2 Personal Info Onsite Actions Company Data Leads Survey Data Pipeline CRM Data Sales Analysis ROI

19 Why This All Matters Event Data CRM Event Analysis New Opportunities Deal Acceleration Decisions on Event Changes More Revenue Continued Event Support Customer Loyalty Repeat Attendance