A webinar on B2B event marketing using Email and Social media marketing - mainly for offline events, but also webinars. Sponsored by Eloqua and hosted on the B2B Marketing BrightTalk channel.
4. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
4
5. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
5
10. publising hub
Creating your
Note: sharing shouldn’t be totally automated:
You can’t automate human, social interactions.
Source: Social syndication tools
10
14. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
14
15. Personas?
Dynamic content insertion?
Do you use Personas?
Do you use dynamic content insertion for events?
15
16. Build-in lead-scoring
Lead scoring events:
Email click through +5
Downloaded asset + 20
Title given, up to +50
Total Employees number given, up to +15
Campaign assets
6 product tracks
7 whitepapers
2 case studies
8 forms
3 high value web pages
Source: Eloqua McAfee case study
16
18. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
18
24. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
24
26. Reminders work
Timing – 43% webinar subscribers within 24 hours
2 weeks out = 21 submissions
Subject Line: Register Today
1 week out = 55 submissions
Subject Line: There’s Still Time to Register
3 days out = 34 submissions
Subject Line: Last Chance to Register
1 day out = 37 submissions (19%)
Subject Line: You Have 24 Hours Left to Register
Day of Webinar (24%)
46 submissions -- Subject Line: You Have 30 Minutes
Left to Register
Source: Eloqua client published test
26
27. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
27
28. Multi-message campaign example - Company event
Telemarketing (list creation)
E1 E2 E3
(29) (17) (14)
M1 M2 M3 M4
(15) (14) (16)(11 )
Jan Feb Mar April
E-mail (E1-3)
Direct mail mailer (M1-4)
CRM product launch event
Explanatory notes:
1. Each list member received 4 mails and 3 e-mails unless they responded.
2. Number of individuals who attended event from each ‘wave’ in brackets.
3. Total list size unavailable.
4. M1 generated 100 visits to site, E1 120 visits to site.
5. Offer and creative varied for each wave.
28
31. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
31
39. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
39
42. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
42
45. CRITICAL factors for success
Creative – Content - Copy
Relevance – Personalisation and Lead scoring
Incentive – Value proposition for event
Timing – Interval and Frequency
Integration – Use of other media?
Conversation – two way dialogue and social
sharing
Attributes – use of header and subject lines
Landing pages – or microsites for events
45
Events include both offline events and webinars – focus on offline events
CRITICAL factors for campaign successTo review ideas to increase event attendance using the CRITICAL framework from book. Popular, but weakness is that not in priority order. Relevance is at the top as most important.
Using Sapphire as an example of best practice for a major event. Admire templates for a long-time feature the key attributes
To review ideas to increase event attendance using the CRITICAL framework from book. Popular, but weakness is that not in priority order. Relevance is at the top as most important.