Can Technology Transform Events into The Best B2B Channel In The World?

Transcription

1 Can Technology Transform Events into The Best B2B Channel In The World? Presented by: Luke Glen Business Development,

2 Events: The Best B2B Channel In The World We ll Cover Marketers Spend a LOT on Events Events Impact Every Aspect of Marketing How Technology Measures Event Success

3 EVENTS ARE THE LARGEST SPEND Source: Forrester Research, 2014 Other 22% Event Marketing 21% PR 5% Digital Advertising 13% Traditional Advertising 6% Customer Marketing 6% Agency Fees 7% Website 8% Content Marketing 12%

4 59% of marketers are not using any tools to measure or track the ROI of their events. HubSpot & Eventbrite State of Event Marketing, 2014

5 MARKETING TECHNOLOGY SPEND

6 Beyond Event Apps

7 EVENTS IMPACT ON MARKETING Branding & Content & Influencer Lead Awareness Education Marketing Generation

8 WHY BRAND MATTERS Create a connected brand experience so that each dollar spent halos across all channels. Forrester, 2014

9 CREATE A COHESIVE BRAND EXPERIENCE Event name Logos Collateral Signage Lighting Venue Hashtags Presentation Templates Food / Beverage Sounds / Music

10 IOSX ENTERPRISE SUMMIT 2014

11 EVENTS IMPACT ON MARKETING Branding & Content & Influencer Lead Awareness Education Marketing Generation

12 CONTENT IMPACTS THE BUYING CYCLE Buyer s go through about 57% of the purchasing process before ever talking to sales. executiveboard.com

13 CONTENT IMPACTS PURCHASE DECISIONS 70% of buyers prefer getting to know a company via articles rather than ads. ContentPlus

14 CONTENT IMPACTS YOUR BUSINESS Inbound marketing delivers 54% more leads into the funnel than traditional outbound marketing. Hubspot

15 CONTENT IMPACTS YOUR BUSINESS YoY growth in marketing s contribution to revenue is more than 6x higher for those who innovate on content. Kapost

16 EVENTS: IDEAL CONTENT OPPORTUNITY 75% of Attendees cite events as a valuable source of content. HubSpot & Eventbrite State of Event Marketing, 2014

17 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. DELIVER THE RIGHT CONTENT See 25% increase in engagement

18 EVENTS IMPACT ON MARKETING Branding & Content & Influencer Lead Awareness Education Marketing Generation

19 THE POWER OF ADVOCACY Brand advocates spend 2x as much and recommend or share 2-4x your typical customer. IBM

20 THE POWER OF ADVOCACY 92% of consumers globally say they trust recommendations from people they know above all other forms of advertising Nielsen

21 IDENTIFY YOUR INFLUENCERS

22 TURN CUSTOMERS INTO ADVOCATES Brand Advocates Customers Leads/Prosp ect

23 EVENTS IMPACT ON MARKETING Branding & Content & Influencer Lead Awareness Education Marketing Generation

24 LEAD NURTURING IMPACTS SUCCESS Nurtured leads produce, on average, a 20% increase in sales opportunities. DemandGen Report

25 CAPTURE LEADS WITH MOBILE

26 PERSONALIZATION DRIVES REVENUE Relevant s delivered through marketing automation drive 18x more revenue than blasts. Jupiter Research

27 THINK OUTSIDE OF YOUR WEBSITE

28 TELL A STORY WITH DATA

29 MEASURE TOP CONTENT

30 SCORE LEADS BASED ON ACTIVITY

31 SAP DATA STORY 60% of SAP revenue is a direct result of events.

32 SAP DATA STORY SAP used surveys to get real-time feedback on all sessions and speakers.

33 SAP DATA STORY

34 By making the event app a part of our infrastructure, there was a reduction of effort and increase in impact across the board. Marcel Ritschard, SAP Switzerland Ltd.

35 SAP DATA STORY

36 SAP DATA STORY

37 The app helped sales reps create relationships with the right people, which ultimately resulted in increased overall productivity. Plus, attendees were thrilled with the experience. Dirk Scherble, Head of Marketing, SAP Switzerland Ltd.

38 EVENTS ARE THE BEST B2B MARKETING CHANNEL IN THE WORLD Branding & Content & Influencer Lead Awareness Education Marketing Generation

39 SUPERCHARGE EVENTS WITH TECHNOLOGY Engagement Data Personalized Experience Event Success

40 doubledutch.me Europe Headquarters: Van Diemenstraat NH Amsterdam Netherlands