What can Media Companies Learn from Events Industry Lead Generation Machine

What can Media Companies Learn from Events Industry Lead Generation Machine

About BrightBull Working with B2B and Event companies to drive leads and revenue through inbound marketing Trusted by:

How Do Most Events Generate Leads?

Old Way to Generate Leads: Buy + Research + Rent + Contra Deal = Lists

Problem: Non responsive data and lack of qualified leads

Problem: Drop in Delegate attendance, drop in sponsorship revenue

Solution: Think Inbound

Solution: Think and act like Publishers

What tactics event companies are using P.S. And some tips on how you can act on it

What Lead Generation tactics are event companies using successfully? Writing content to attract strangers + drive traffic + leads SEO+Blog+Communities Tips for Media Cos: If you don t know how much of your traffic are strangers/contacts/subscribers If you don t have a blog, create one to specifically drive marketing content with the sole intention to drive leads

What Lead Generation tactics are event companies using successfully? Repurposing content from their presentations & events Blog + Social Media + Partners + SEO Tips for Media Cos: Continue to produce unique high quality content publisher brand content + create or re-package content that is relevant to a customer s purchase cycle: guides, ebooks, how-to s, top 10 lists, white papers, video etc. as part of your marketing content

What Lead Generation tactics are event companies using successfully? Repurposing content from their presentations & events Blog + Social Media +Partners + SEO Tip for Media Cos: Using analytics write more content that is resonating/driving traffic/engagement

What Lead Generation tactics are event companies using successfully? Marketing departments drive lead gen campaigns for sponsorship sales Tip for Media Cos: Apply the same and have a team member run a campaign to drive new advertiser leads

What Lead Generation tactics are event companies using successfully? Becoming Part of the Leads Business Working closely with sponsors and their lead gen requirements. Their leads become your leads too. Tip for Media Cos: Stop selling clicks/impressions/traffic and start selling qualified leads. Why not even content.

What Lead Generation tactics are event companies using successfully? Leveraging Media Partnerships Content + Offers + Promotions Tip for Media Cos: Squeeze as much as possible from event companies you have a lot of leverage

What Lead Generation tactics are event companies using successfully? Making the most of their live experiences Re-book + Content + Network Insight Tip for Media Cos: Run your own events or partner with someone that does. They really add value to all stakeholders as well as revenue to the bottom line

Where does all your traffic come from? Do you know the ROI for each channel?

What Lead Generation tactics are event companies using successfully? Using technology to gain insight from each contact on the DB and how they interact with websites Tip for Media Cos: Use a marketing automation tool that closes the whole loop and enables metrics and reporting.

Getting clarity on conversions and sources of conversion

Thank you! Download the slides: Bit.ly/BMI-slides Connect: @brightbull brightbull.co.uk/blog uk.linkedin.com/in/ricardomolina/ Image Credits: https://www.flickr.com/photos/87244355@n00/ - Traffic https://www.flickr.com/photos/quinnanya/ - Event lists