Event Marketing: Best-in-Class Companies Integrate Events with Multi-Channel Marketing Strategy

Transcription

1 1 Event Marketing: Best-in-Class Companies Integrate Events with Multi-Channel Marketing Strategy

2 2 Today s Presenters Eric Eden Trip Kucera Emma Dahl Vice President, Marketing Cvent, Inc. Sr. Research Analyst, Marketing Effectiveness & Strategy Aberdeen Group Marketing Communications Coordinator PeopleNet

3 3 Agenda Overview of Research Methodology Events as an Extension of Marketing Value of an Event Management Platform Integrating Events and Marketing Tools Event Experience

4 Overview of Research Methodology 4

5 Control of Message & Visibility High Competitors Content + Community Marketer (You) Marketing s Imperative: Engagement Throughout the Path of the Buyer Low Discovery Consideration Evaluation Selection 5

6 Aberdeen s Methodology 6 Aberdeen Maturity Class Framework What are Best-in-Class companies doing differently? Pressures: External and internal forces that impact an organization s market position, competitiveness, or business operations. What pitfalls are they avoiding? Why are they achieving greater success? What technologies and services are enabling them to succeed? Actions: C E The strategic approaches that an organization takes in response to industry pressures. The business competencies (organization, process, etc ) Capabilities: required to execute corporate strategy. Enablers: The key technology solutions required to support the organization s business practices.

7 7 Marketing Event Best-in-Class Performance: 55% of sales-forecasted pipeline driven by marketing, compared with 21% for Industry Average and 5.1% for Laggards 9.5% year-over-year increase in sale accepted leads, compared with 5.1% improvement for Industry Average and 16.5% decline for Laggards

8 8 Event Marketing: Tale of the Tape Best-in-Class Industry Average Laggards % of marketing budget allocated to meetings / events? 9.44% 8.95% 8.13% Year-over-year growth in customer conference attendance 7.31% 4.60% 1.63%

9 Events as an Extension of Marketing 9

10 10 Virtual online events 4% 40% 55% Series of regional events / roadshow 5% 40% 54% Hybrid physical / virtual events (extend live event with a virtual element) 3% 35% 61% Start / increase Executive briefings Sales / Marketing kickoff event 2% 7% 30% 29% 64% 68% No change Stop / decrease Annual customer conference 7% 22% 70% 0% 25% 50% 75% Percentage of Respondents, n = 176

11 11 Events are Content Marketing, Live All Respondents Attract net new customers to our company, products, and services through education 73% Enhance the relationship with existing customers 51% Increase or improve brand awareness 36% 0% 25% 50% 75% Percentage of Respondents, n = 176

12 12 Same Story, Different Medium All Respondents Understanding the return on investment for meeting and event activities 69% Developing a differentiated meeting / event experience that will motivate our target audience to attend 55% Marketing / Sales meeting and events budgets have been restricted, making customer outreach more difficult 45% 0% 25% 50% 75% Percentage of Respondents, n = 176

13 13 Customer Highlight: PeopleNet Events Marketing Team 2 person team Run all regional events tradeshows, conference Importance of data Increasing Attendance 50% new attendees this year Drive revenue Platform System Event Management Technology Mobile Application

14 Value of Event Management Technology 14

15 Percentage of Respondents, n = Best-in-Class twice as likely as Laggards to utilize an event management platform Best-in-Class Industry Average Laggard 75% 64% 50% 41% 43% 37% 25% 23% 18% 20% 15% 9% 0% Event / meeting planning service (support event location, hotel procurement, special events like golf outings, etc.) Event / meeting management platform Mobile apps for meeting / event attendees (includes agenda, event information, social links, etc.)

16 16 What is an Event Management System Integrations & API Meeting Request Venue Sourcing Reporting Budget / Resource Management Campaigns Mobile Apps Event Websites Badges & Onsite Check In Social Media Integrations Housing & Travel Management Fee Collection Online Registration

17 17 Customer Spotlight: Value of EventTechnology Automation Registration Process Copy events year over year Clean Data Attendees Return on Investment

18 Integrate Events with Marketing Tools 18

19 19 Not an Island: Best-in-Class Integrating Event Marketing with Lead Management Integrate event / meeting management process with other core marketing functions such as marketing automation, CRM, and reporting / analytics 34% 46% Develop and maintain a series of regional events (e.g. road show style events in target locations) 38% 44% Focus on the pre- and post-event experience for attendees to enhance the overall value of and return from events / meetings 38% 38% Best-in-Class All Others 0% 25% 50% Percentage of Respondents, n = 176

20 Percentage of Respondents, n = Best-in-Class achieve comprehensive view of event; integrate with CRM/MAP 50% Best-in-Class Industry Average Laggard 46% 45% 42% 40% 33% 32% 27% 30% 25% 21% 0% Ability to obtain a complete and comprehensive view of meeting / event status, budget, and spend throughout the planning, execution, and post-event lifecycle Marketing and sales work with procurement department to manage event details Event management platform is integrated with CRM or marketing system to support bi-directional information flow

21 21 Promotion and Management Develop targeted lists for promotion Identify meaningful segments of attendees Track registration and attendance

22 22 Behavior and scoring Track prospects event activity as part of nurture stream Score lead based on level of participation (registration vs. attended) Automate / trigger the next action

23 23 Analytics Incorporate events into attribution model Measure the impact of event participation on: Lead qualification Deal velocity Customer value Calculate ROI for events based on closed revenue (opportunities sourced / influenced by)

24 The Event Experience 24

25 Percentage of Respondents, n = Best-in-Class enhance events with social & personalized experience Best-in-Class Industry Average Laggard 75% 69% 50% 57% 50% 55% 42% 43% 40% 34% 25% 22% 0% Process to survey event attendees about their experience Process to support event-specific social networking (e.g. event hashtag, Foursquare listing, Facebook group / page, LinkedIn Group, etc.) Ability to create unique in-event experiences for select attendees (i.e. VIP attendees receive an individualized agenda)

26 26 1 Billion smartphones or tablets will be sold in 2013 The average Smartphone user checks their phone 150 times per day that s everyday, spends 77 minutes using apps 3 X the number of PCs that are expected to be sold that year has 65 apps installed.

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28 28 Customer: Benefits of Mobile Replacement of conference brochure Save on printing costs Always up to date information Details at attendees fingertips Engaged with the event Take the event to the next level Improve the event experience Push notifications Venue and area maps

29 29 Generate Buzz & Attendance through Social Media Encourage social sharing after registration is submitted

30 Continue the Conversation at the Event 30

31 31 Customer Spotlight: Social Media Engagement Before the event Establish an event hashtag New speakers or sessions added Photos of setting up the event During the event Live tweet good soundbites from speeches Show social media stream on displays / in mobile app Ask for audience reaction to presentations After the event Photos and content Links to recap blog posts Increase company social media engagement

32 Year-over-year change, n = Best-in-Class achieve better year-over-year marketing performance 15.0% Best-in-Class Industry Average Laggards 10.0% 5.0% 9.2% 6.9% 5.4% 7.3% 6.3% 4.6% 4.8% 1.6% 0.0% -5.0% -10.0% -15.0% -12.0% Brand awareness Conference attendendance Marketing s contribution to sales-forecasted pipeline

33 33 Event Marketing Takeaways Align event marketing to the buyer s need: what question do you need to answer? Integrate event marketing processes with marketing and sales processes / systems Consider an event management platform; event planning services

34 Thank you AberdeenGroup linkedin.com/in/tripkucera