What We Will Cover● Before:

○ Setting up data & processes for event ROI

● During:

○ Gathering actionable, quality data

● After:

○ Getting the data right

○ Putting the lead data to work using automation, personal follow

up, and measurement

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Our RealityB2B marketers spend an average 18% of their

budget on in-person events.

Much emphasis goes into planning & executing

events, but the data management behind the

scenes can truly make or break ROI.

The pressure’s on to quickly convert event leads

into pipeline value: many slow, manual

processes & bad data drag you down.

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Room to Improve

46% of event managers view

lead generation as a top

reason to attend events.Exhibitor ROI at Tradeshows

Over 30% of the lead data

generated by B2B marketers is

invalid, contains unacceptable values

or is incomplete. This doesn’t even

include duplicate leads.Integrate

22% of brands do not have a

way of measuring their events

(EventTrack Study) and the #1 metric

marketers use to guage success

is attendance.Certain

70% of marketers say they are not

satisfied with the time it takes them to

follow up with leads after an event

(Certain) and 75% of leads are never

followed-up with after an exhibition.The Marketing Donut

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To watch the recorded

webinar, click here.

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Before: Setting Up Data &

Processes for Event ROI

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The Draft - Selecting the Travel TeamDo you send Sales? Marketing? Both?

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Audience Poll

Building the Audience

BEFORE the EventEvent organizers proudly hand

over a list of company names and

titles to the sponsors....which

doesn’t really help.

Synthio brings that dull list to LIFE

- we do a quick search in our app

of everyone with the specified

titles at the specified companies

and... voila!

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Warming Up Prospects

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PFL Example Physical Meeting Makers

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During the Event: Gathering

Actionable, Quality Data

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Leads

coming

from all

directions!

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Beyond Contact Info

TAKE NOTES. TAKE NOTES.

TAKE NOTES.

YOU WILL NOT REMEMBER.

✓Capture everything you can while you are there

✓ Be curious

✓Ask questions

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Leading Questions

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Synthio’s Data Collection

Synthio’s Data Collection

PFL Data Recording System

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78% of the leads with

demos on site move to

SQL within the month.

Schedule Meetings On-Site

Pro Tip: Don’t

rely on just

the scan!

Gather as much

information as you can

while face to face.

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After: Getting the Data

Right

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Yeah,

right.

Lead Data Integrity Checklist

✓Aggregate all lead/prospect data files from various

sources

✓Check individual leads for missing fields

✓Check for incomplete fields

✓Check for duplicate leads

✓Check for erroneous data

✓Check for incorrect formatting

✓Create lead-return files for each lead vendor where

applicable

✓Append enhanced lead data where applicable

✓Reformat accepted leads into standardized format.

✓Route and upload lead files to appropriate lead nurture

track(s) in marketing automation systems (where

applicable)

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Audience Poll

Synthio’s Post Event Data Mgmt.

BEFORE AFTER

● First Name

● Last Name

● Company

● Title

● Email (not necessarily

business email)

● Phone number

● Validated email address (B2C

<-> B2B converter)

● Site location + #

● HQ location + #

● Technology usage

● Education

● Department

● Function

● Keywords

All of This

PLUS that+50 more

fields

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Synthio Lead Assignment

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PFL Lead Assignment

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Integrate Lead Assignment

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To learn more about

Integrate’s Event Data

Management Solution,

which automates data

processing, enhancement,

and measurement,

click here.29

Pro Tip: Data Quality Will

Make or Break

the outcomes of your event investments

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Audience Poll

After: Putting the Data to

Work

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We’ve All Seen This

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And This…

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Gah!

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One Option: Enroll into Always-On Nurture

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Replicate the

Real-nesswith Personalized Video

Goal:

● Drive the right

attendance to our

session

● Continue the

conversation with

video (bdrs) post-

show

Synthio Follow-Up

Strategy

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PFL Follow Up Timeline

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PFL Example Post-Show

Mail PieceStarbucks instant

coffee pack included!

20-30% response rate

Was It Worth It?

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KA - did it work? do we do it again?

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Calculating ROI

1. Analyze actual spend of entire event

2. Analyze budget of entire event

3. Analyze actual spend for each sub-category (sponsored

side party, hosted VIP dinner, etc.)

4. Analyze budget for each sub-category

Event Revenue

Event Expenses

Attribution

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Pro Tip: Successful Event Demand

Generation is a Long Term Game

It’s not about leads; it’s about customers.

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Tweetable Takeaways

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“Notes, notes, notes. Don’t rely on just the scan!”

-@EmilyMariaaa @Synthio

“Data quality can make or break your event ROI.”

-@KateAthmer @Integrate

“It’s a long term game and remember: It’s not about

leads, it’s about customers.”

-@PFLcom

To watch the recorded

webinar, click here.

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