How to capture event - eMarketer€¦ · How to capture event attendee buying signals and transform...
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Tech Talk Tuesday How to capture event attendee buying signals and transform them into sales pipeline in 24 hours or less PRESENTERS Presented by MODERATOR Ezra Palmer Executive Producer, Multimedia eMarketer Myllisa Patterson Senior Director, Marketing Campaigns Cvent Stefani Hass Senior Manager, Demand Generation Cvent
Transcript of How to capture event - eMarketer€¦ · How to capture event attendee buying signals and transform...
Tech Talk Tuesday
How to capture event attendee buying signals and transform them into sales pipeline in 24 hours or less
PRESENTERS
Presented by
MODERATOR
Ezra PalmerExecutive Producer, Multimedia
eMarketer
Myllisa PattersonSenior Director, Marketing Campaigns
Cvent
Stefani HassSenior Manager, Demand Generation
Cvent
How to capture event attendee buying signals and transform them into sales pipeline in 24 hours or less
Take the survey• Check out the Marketer’s Guide to Identifying
Buying Signals At an Event
• Get The Buying Signals Checklist AND an eCertificate for a free coffee!
Myllisa PattersonSenior Director, Marketing Campaigns
Cvent@Myllisa
Stefani HassSenior Manager, Demand Generation
Cvent
Today we’ll discuss
500 Miles 2-3 Days $1,000+
Expressed Interest The Unique Value of Live Events
Digital Breadcrumbs
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
1:1Appointment
Post Event Survey
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Video of Missed Session
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Registration
RegistrationBuying SignalCapture complete contact profile
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Check-In & Session Attendance
Buying SignalFind out what attendees care about & personalize their experience
Check-in / badging
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Polls & Live Q&A
Buying SignalDeep insights into pains and aspirations.
Poll Answered
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Prioritize Leads
Who do attendees meet with?
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
1:1Appointment
Post Event Survey
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Video of Missed Session
Buying SignalExplicit product interest Exhibitor
Booth
Ask about satisfaction
Check-in / badging
Poll Answered
KeynoteSession
ExhibitorBooth
Post Event Survey
Product Demo
Session Feedback
Respond to marketing Post to
Social Media
Registration
Video of Missed Session
Collect the right data
Registration Questions Check in data
Session data Exhibit hall traffic & meetings
Surveys
What you can do with the data
Planning for future eventsFollow up marketing communicationsMarketing future eventsImproving attendee experiencesSales follow up
Putting your Buying Signals to Work Prioritizing lead follow up
Customers
Targeted Marketing Revenue$
Registration Task Detail
NameCompany
City, StateEmail
Event Leads
Sales Qualified Leads (40%)
Opportunities (50%)
Closed / Won (20%)
1000
400
200
40
1,200
540
297
74
+20%
+5%
+5%
+5%
Bookings ($10K ASP) $400K $740K
Event attendee buying signals, if captured, can result in increased sales pipeline and bookings.
• Don’t forget to take the Quiz!
• Get The Buying Signals Checklist AND an eCertificate for a free coffee!
Questions?
Q&A SESSION
MODERATORPRESENTER PRESENTER
Myllisa PattersonSenior Director, Marketing Campaigns
Cvent
Stefani HassSenior Manager, Demand Generation
Cvent
Ezra PalmerExecutive Producer, Multimedia
eMarketer
