Everything You Need to Know to Kill It In Online and Offline Events
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Transcript of Everything You Need to Know to Kill It In Online and Offline Events
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© 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
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Heidi Bullock
Director of
Marketing
@HeidiBullock
Dayna Rothman
Content Marketing
Manager
@dayroth
Sandra Freeman
Director, Marketing,
The Marketing
Cloud™
@mktgcloud
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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
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• 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
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Types of Events
Online
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Types of Events
Online Physical
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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…..
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Event Challenges
CEO
Event Plan Discussion
You
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Event Challenges
You think the event was a success, but it’s challenging to show the ROI
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Event Challenges
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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
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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
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Example: Measure to Prove ROI G
oo
d
Bet
ter
Be
st
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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
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Success Secret 4: Stand Out!
People are busy - why are you interesting?
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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)
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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
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Success Secret 7: Make it Scalable
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
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Virtual Events
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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!
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To Sponsor or to Host?
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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
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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
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Event Cost Considerations
Things to keep in mind:
• Technology Platform
• Content Creation
• Creative Services
• Promotions
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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
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Content Agenda Example
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Sponsorships Packages
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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
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Look and Feel
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Booth and Exhibit Hall Content
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Giveaways For Engagement
• Exchanging vCards
• Visiting your booth
• Attending a session
• Downloading content
• Completing a survey
• Participating in group chat
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Post-Event Content
• All sessions posted to resources
• Slides made available
• Videos made available
• eBook created from Keynote session
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Physical
Events
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Let’s Take a Look at More Examples
• Hybrid Event: Roadshow + Live Video Webcast
• User Conference
• Tradeshow
• Networking Party
Take Away Tips: Planning + Execution
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Hybrid Event: Roadshow + Live Webcast
• Austin, Texas Live Event @ Hotel
• Plus Live Video Webcast
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Live Video Webcast
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Live Video Webcast
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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
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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
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Marketo User Summit
Planning: • Email Promotion Schedule
• Save the Date
• Registration Open
• Sessions Announced
Execution: • Promotion Segments
• Social Referral
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Marketo User Summit - Sponsorships
Planning: • Sponsorship Tiers
based on Value
Execution: • Sponsor Handbook
• Ongoing Communication
• Dedicated Onsite
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Tradeshows – Dreamforce!
Planning: • Cross-Functional Team
• Be in the Know!
Execution: • Be Engaging!
• Drive to Booth
• Onsite Meetings
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Large Networking Party at SFMOMA
Planning: • Partner Promotion Kit
• Over Communicate!
Execution: • Printed Invite Cards
• Security
• Line Management
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Networking Party –
Partner Branding Examples
• Photo Booths
• Logo Napkins
• Lighted Swizzles
• Gobos on Walls
• VIP Giveaways
• Social Contest
• Specialty Drinks
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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!
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Q&A
bit.ly/Z6PSba
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Thank you!