Presented by Cvent
What is the ROI of your live events? With event marketing technology, you will know this and can increase those numbers as well. Find out how you can integrate event technology into your existing marketing automation platform and CRM and achieve demonstrable results in this VB Live event!
Register here for free.
No one wants to develop a marketing strategy by the seat of their pants – the massive role data plays in the most successful initiatives has made it clear that there is a better way. Data-driven marketing has had a significant impact on digital initiatives, but what about your offline events? These are too often loosely connected to the rest of your marketing strategy, with data collected manually and then manually entered into your existing system.
But events, one of the most successful parts of a marketing strategy, can be firmly integrated with the rest of your digital strategies through event marketing technology, with measurable goals and strong KPIs to measure, says Ivo. Lukas, CEO/Founder of 24Notion.
“We can now draw a straight line between our strategic touchpoint online, whether it’s an engagement like a simple email or banner ad, or promotion through social media, with companies and individuals we are looking for, right down to the event itself,” says Lukas. “C-level or director and up, they’re so busy, but now at an event you can start from common ground.”
When an event is planned with these considerations and KPIs in mind, you unlock the ability to know which commitments to repeat, which strategies to pursue and which to abandon. Because there are so many moving parts with events, it can take a lot of trial and error.
But part of it is also building a proven track record – hosting an event that delivers lots of opportunity and value to your attendees. Or be an event exhibitor that companies want to stop by and interact with, because historically you provide the information and types of interactions that attendees are looking for. All because you have solid data behind you.
It is therefore important that the right data is collected and researched, says Lukas. For example, you can offer a white paper on a landing page that can serve as lead generation, but will also provide valuable data to track from pre-to-post event. You can then see who downloaded the whitepaper, what actions they took during the event, and determine how to most effectively follow up after the event.
For 24Notion, a key signal has been location, which can inform the next steps in an event marketing strategy, says Lukas. For example, let’s say you see you’re getting a lot of engagement from the Northeast region, and New York in particular.
“That data is key – you could say we should be doing regional or local events and targeting the New York market,” she explains. “For the next quarter, we could benefit from a roundtable or think tank for C-level executives in this area.”
Tracking the movements of participants, from raising awareness to the event itself, was also essential. Event technology allows you to scan attendee badges and connect that attendee’s information and location to your own CRM.
This lets you see which engagements were successful – did social media outreach drive the most participants, for example? Did these accounts just attend the event or did they also visit the booth? Did they go further and attend happy hour or dinner? And at each step, how can you encourage those participants to take the next step of engagement?
“It’s a very calculated and very strategic decision to make sure that all the components are very integrated,” says Lukas. “The awareness, the email that has to be sent to them two weeks before, and then an invitation to visit your booth, join you for a drink, and all with raffles and extra giveaways. “
Personalization is key, she adds, and the data you collect at every event, from attendees to repeat attendees and feedback provided by attendees, is what helps you create a great trip and customer experience.
Learn more about the essential event KPIs to track – and how technology has made it possible, key strategies for turning attendees into hot leads, and why events are one of your best tools. marketing, register now for this VB Live event.
Register here for free.
You will learn to:
- Present events as an important part of a holistic leadership marketing strategy
- Run an integrated event marketing program and optimize it for success
- Capture the data that reveals attendee behavior at events
- Sharon SummersDirector, Global Events, CPA Global
- Ivo LucasCEO/Founder, 24Notion
- patrick smithCMO, Cvent