everything you need to know to kill it in online and offline events

© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Definitive Guide to Events Webinar Series

Everything You Need to Know to Kill it in Online and Offline Events

#DG2EM


Your Speakers

Heidi Bullock

Director of

Marketing

@HeidiBullock

Dayna Rothman

Content Marketing

Manager

@dayroth

Sandra Freeman

Director, Marketing,

The Marketing

Cloud™

@mktgcloud

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Twitter hashtag: #DG2EM


• Powerful and easy marketing automation, lead nurturing, and lead scoring

• >2500 customers that span a variety of industries and sizes

• Award winning products

• And we run a lot of events!!!

Marketo Overview


Types of Events

Online


Types of Events

Online Physical


Why Include Events in Your Mix?

1. Branding and awareness

2. Generating leads

3. Engaging with prospects and existing customers

4. Educating attendees In-person engagement matters!

You may know these points, but…..


Event Challenges

CEO

Event Plan Discussion

You


Event Challenges

You think the event was a success, but it’s challenging to show the ROI


Event Challenges


Success Secret 1: Set Goals Upfront

What does success look like? Define

with key stakeholders upfront.

Pre-Event:

Engagement

# downloads on your asset

Jan Feb Feb Apr May Jun

Tradeshow Example

During Event:

# booth visits, # demos, #

attended talk

Post-Event:

# downloads on slides - on

follow up email

Leads -> Opportunities

15

3 closed deals


Success Secret 2: Design Programs to be

Measureable

• Once you have the goals, decide HOW you will measure – make sure you have a system in place


Example: Measure to Prove ROI G

oo

d

Bet

ter

Be

st


Success Secret 3: Have a Plan

Do not go into any event blind.

Make sure it is clear:

1. Who

2. What

3. Where

4. When

5. Why


Success Secret 4: Stand Out!

People are busy - why are you interesting?


Success Secret 5: Multi-Touch Promotion

Typical Webinar Promotion:

Series Invite + Big Bang Press Release

T-2 weeks invite

T-1 weeks invite v2

T-2 days invite

Typical Webinar Confirmation:

Confirmation Email

Reminder 2 days prior – Email and Boxpilot

Reminder 1 hour prior

Typical Webinar Follow-up:

Minutes after event with slides

1-2 days later with recording

Phone call (Leads)


Success Secret 6: Follow-Up Fast

1. Email with slides out within the hour

2. Recording out within 48 hours

3. Immediate sales notifications and “interesting moments”

4. Follow-up survey included requests for a demo

5. Follow-up offers to continue engagement


Success Secret 7: Make it Scalable

Clone Complete Programs

Track Costs and Tags for Measurement

Use “Tokens” To Parameterize


Virtual Events


What is a virtual event?

Cost effective way to experience the full benefits of a virtual event without the expensive manpower, travel, and time away from the office!


To Sponsor or to Host?


Good to Great: A Marketing Virtual Event

• Hosted virtual event using ON24

• 14 Sessions/ 3 tracks

• Exhibit hall with 53 Sponsors

• 3 invites and 2 reminder emails sent

• 10,183 registered

• 3,121 attended

• Good to Great Keynote post-event content 7,007 views


Event Timeline Example

• Choose date

• Choose vendor

• Assign Booth and session management

• Create agenda

• Acquire sponsors and speakers

• Determine promotion schedule

• Choose look and feel

• Create or choose content for booth

• Event go-live

• Post event promotion

• Post event archived environment access


Event Cost Considerations

Things to keep in mind:

• Technology Platform

• Content Creation

• Creative Services

• Promotions


Booth and Session Management

• Event Manager—sessions • Session content coordination

• Communicating with speakers

• Moderating sessions

• Event Manager—exhibit hall • Assigning booth staff

• Booth design

• Upload content and videos

• Determine prizes or giveaways

• Approval for booth edits


Content Agenda Example


Sponsorships Packages


Promotion Schedule

• Email • 3 invites

o Starting 2 weeks out

• Sponsor invites

• 2 reminders

o 1 day before event and 1 hour

• Social • Starting 3 weeks out

• 1 tweet per day

• 2 posts a week on FB/G+

• Day before 1 post/1 tweet per day


Look and Feel


Booth and Exhibit Hall Content


Giveaways For Engagement

• Exchanging vCards

• Visiting your booth

• Attending a session

• Downloading content

• Completing a survey

• Participating in group chat


Post-Event Content

• All sessions posted to resources

• Slides made available

• Videos made available

• eBook created from Keynote session


Physical

Events


Let’s Take a Look at More Examples

• Hybrid Event: Roadshow + Live Video Webcast

• User Conference

• Tradeshow

• Networking Party

Take Away Tips: Planning + Execution


Hybrid Event: Roadshow + Live Webcast

• Austin, Texas Live Event @ Hotel

• Plus Live Video Webcast


Live Video Webcast


Hybrid Event: Key Takeaways

Planning: • Budget for Hotel Internet Access

• Detailed Production Schedule

• Pre-event coordination: o Technical: Hotel, AV, Video Crew, ON24

o Speakers: Panelists, Moderator, Clear Directions

Execution: • Dedicated Resources

Live and Online


http://summit.marketo.com/2013/


Summit - Key Roles/Responsibilities N

am

e

Project Mgr.

Technical

Event Video

Web

Look & Feel

Nam

e

Session Management

Customer Videos/Case Studies

CAB

Nam

e

Sponsor Packages

Pavilion Logistics

Communication

Nam

e

Promotions & Reg

Budget

Upsell

Nam

e

Event Logistics (F&B)

Event Staffing

Nam

e

Press Meetings

Analyst Track

Nam

e

Ent. Exec Prospect/Cust.

Onsite Meetings

Nam

e

POC for Sales

Nam

e

Prospect Participation & Track N

am

e

Onsite Demos & Collateral

Nam

e

Social Promotions

Speaker/Blog Interviews

Influencer Participation

Nam

e

Customer Support & Help

Keynote Content/Speakers


Marketo User Summit

Planning: • Email Promotion Schedule

• Save the Date

• Registration Open

• Sessions Announced

Execution: • Promotion Segments

• Social Referral


Marketo User Summit - Sponsorships

Planning: • Sponsorship Tiers

based on Value

Execution: • Sponsor Handbook

• Ongoing Communication

• Dedicated Onsite


Tradeshows – Dreamforce!

Planning: • Cross-Functional Team

• Be in the Know!

Execution: • Be Engaging!

• Drive to Booth

• Onsite Meetings


Large Networking Party at SFMOMA

Planning: • Partner Promotion Kit

• Over Communicate!

Execution: • Printed Invite Cards

• Security

• Line Management


Networking Party –

Partner Branding Examples

• Photo Booths

• Logo Napkins

• Lighted Swizzles

• Gobos on Walls

• VIP Giveaways

• Social Contest

• Specialty Drinks


3 Big Key Takeaways

1. Identify what success looks like up front

2. Have a great plan beginning to end

3. Execute on that plan!


Q&A

bit.ly/Z6PSba


Thank you!

everything you need to know to kill it in online and offline events

Business

marketo proprietary

marketo overview page

confidential example

confidential success

leads page

engagement page

booth event

roi page