Event marketing

How to get the best ROI metrics for event marketing?

Most companies allocate at least 21% of their marketing budget to executive attendance at in-person events. With so much budget and expense at stake, tracking ROI is imperative. But how do you track the ROI of events?

This video outlines five tactics you can use to increase ROI when establishing your marketing strategy and event budgets.

The five marketing tactics discussed are:

1. Be creative: While using email can be an inexpensive way to contact potential customers, it’s also very competitive and can often be overused. Opt for a more personalized approach.

2. Do not hesitate to contact prospects: To be effective, a series of one-off calls will not be effective. Prospects are usually inundated with invitations. Remember that your goal is to stand out from others to encourage attendance.

3. Master the follow-up: When calling potential contacts, remember that everyone’s time is valuable, whether you’re dealing with senior executives or a member of the sales team. Do all you can to secure appointments with key contacts and decision makers.

4. Rank your prospects: It is important to determine how your leads will be prioritized so that the hottest prospects are contacted first.

5. Don’t forget the follow-up: The most effective follow-up tactics are social media, direct mail, emails, and phone calls. Take it a step further by creating content that will drive your message forward through webinars or scheduled demos.

Danny White | Danni White is Director of Strategy and Content Development at Bython Media and Editor-in-Chief of TechFunnel.com, a leading B2B digital destination for C-level executives, technologists and marketers. Bython Media is also the parent company of OnlineWhitepapers.com, BusinessWorldIT.com, List.Events and TheDailyPlanIOT.com.