How to use Marketo for Events

HOW TO USE
MARKETO
To Host Revenue-Driving Events

| How to Use Marketo to Host Revenue-Driving Events | 2
Program Set-up and Event Registration
Program Setup and Event Registration .......... 5
Build Your Event Program
Set Up Registration
Create a Landing Page
Draft a Confirmation Email
Setting Up Smart Campaigns
Keep Sales Informed
Share the Registration List
Email Invitations and Reminders ...................... 17
Sending Invitations
Adding Event Invites to Marketo Sales Insight
Targeting Your Invite List via Ad Bridge
Sending Reminder Emails
Momentum Emails
Pre-Event Surveys
Event Check-in and On-site Engagement .... 23
Check-In
Alerting Sales When Their Targets Arrive
Planning for On-Site Engagement
Tracking On-site Engagement
Enabling Sales with the Right Data
Follow-up ................................................................................. 29
Sending Follow-up Emails from Marketing
Post-Event Nurtures
Post-Event Surveys
Sales Follow-up
Reporting on Event Success and ROI .............. 35
Basic Event Metrics
Advanced Metrics
Attendee Breakdown
Engagement Report
On-site Conversation Tracking
Opportunities Sourced from your Event
Customer Engagement
CONCLUSION ........................................................................ 40
TABLE OF CONTENTS

1 Program Setup and Event Registration
2 Email Invitations and Reminders
3 Event check-in and on-site engagement
4 Post-event Follow-up
5 Measuring Event Success and ROI
This Guide Is Broken
Up Into 5 MAIN SECTIONS:
There’s a big shift happening in the world of B2B marketing.
The face-to-face interactions are the most powerful touch
points in your customer lifecycle. That’s why the average B2B
company spends 35% of their marketing budget on events
(Demand Metric). But the rise of account-based marketing is
changing event strategies as well - 40% of marketers are shifting
from large sponsored events to more targeted gatherings
(CMO Council).
If your company isn’t already hosting events, you’re likely about
to start. Since Marketo wasn’t created with live events in mind,
it isn’t easy to know how to set yourself up for event success
within the platform.
BIG SHIFT
IN B2B MARKETING:
Face-to-face interactions are the most powerful
touch points in your customer lifecycle.

This guide is here to help! We’ll cover using Marketo
from the first invitation to building reports to attribute rev-
enue back to your hosted event.
Your marketing automation system plays a big role in
event success. Whether you’re hosting a micro event around
a conference or a twenty city roadshow tour, having the right
event processes in place is important.
A big part of the event process is choosing the right event
technology to extend the powerful capabilities of Marketo to
your in-person events to drive more revenue for your busi-
ness. Attend’s Revenue Event Marketing platform integrates
with Marketo to streamline your event process and empow-
er sales success. Whether or not you use Attend, this guide
will walk you through how to host a revenue-driving event
with Marketo.

1
This section covers everything you need to set up for your event program,
registration form, and landing page. It also covers how to keep internal
stakeholders informed on who’s registered for the event.
Program Setup and Event Registration

Every campaign in Marketo starts with a Program. Start by creating
a New Program in the appropriate Marketing Activities folder. You’ll
need to Name the program, choose Event as a program type and then
choose your Channel.
We recommend having a Channel for your hosted events that’s
separate from events you sponsor, but don’t host. To create a new
Channel, you’ll need Admin access (or just ask your Marketo Admin
for help). Under Tags, choose New Channel from the “New” menu and
create your hosted events Channel.
For statuses within the channel, at the very least, you’ll need: Invited,
Registered, Attended and No Show. Other statuses to consider includ-
ing are Engaged, Qualified, Declined, etc. You will also choose which of
these statuses your organization will consider a “Success”.
Build Your Event Program

**If you’re using Salesforce, don’t forget to sync your Program with
a Salesforce Campaign. The easiest way to do this is to create the
Program in Marketo first, and then choose “Create New”. This will
create a campaign in Salesforce, copying over the Program name
and Progression Statuses and marketing any Success status as a Re-
sponse. Everything that happens in the Marketo Program will now
be mirrored in Salesforce and vice versa.
** Pro Tip **
Create folders in your program to organize local assets. You can do this
by asset type (Forms, Emails, Landing Pages…) or by function (Registration,
Invites, Follow-up…)

The next step is to decide how you are going to collect
registrations. You might wish to do this via your event technology
like Attend, especially if payment is involved. If you’d like to keep
the registration process in Marketo, your next step is to create a
Form in your Program to collect registration data. Under the “New”
menu on your Program, choose New Local Asset, then select Form.
Set Up Registration
Once you’ve named and created your form, it’s time to choose what
information you’d like to collect from your attendees. By clicking on
the purple + sign, you can choose additional Marketo fields to add
to the registration form. Don’t forget to approve your Form when
you’re done editing.
Advanced: Unlike forms on content downloads and webinars, your
live events may require unique information from attendees, such
as dietary restrictions, t-shirt size, etc. You’ll need to ask your Mar-
keto Admin to create these custom fields for you so you can include
them on your form.

Once you’re happy with your form, it’s time to create some
Landing Pages to put it on! Just like with the Form, you’ll choose
Create Local Asset under the “New” menu on your Program, then
choose Landing Page. You’ll name your Landing Page (we suggest
“Registration Page” - Marketo will append the Program name to all
local assets, so you don’t need to be more specific), edit the URL
(Marketo will create a default URL for you), and choose the Template
you’d like to use.
Now you can edit your Registration Landing Page! The sky's the
limit, but be sure you include the Date, Time, Location, and Agenda
(where applicable) of your event, as well as a great description so your
prospects and customers want to register! You’ll also need to include
the event Registration Form that you created.
Create a Landing Page
WhenyouaddtheformtoyourLandingPage,itwillaskyoutoselectaFol-
low-UpPage.Atthispoint,you’llwanttocreateaThankYouLandingPage
to direct your registrants to after they’ve filled out the form. The easiest
way to do this is to clone your Registration Landing Page, name it “Thank
You Page”, delete the form and add your thanks and any additional de-
tails you’d like to share with registrants. Approve this page, then go back
to your original Landing Page and update the Form Follow-Up Page and
approve your Registration Landing Page.
Advanced: If your live event is taking place around a larger confer-
ence, such as a dinner or happy hour, you can use the Thank You Land-
ing Page as an opportunity to ask your registrants to set up a time to
speak with your sales team at the conference with another Form. If your
event isn’t taking place around a larger conference, this is still a good
opportunity to offer a piece of relevant content or a video.
** Pro Tip **
Creating Social Sharing Buttons Depending on your event, you might
want your registrants to help spread the word! A tool like Share Link
Generator (http://www.sharelinkgenerator.com/) can help you create
social sharing links for Twitter, LinkedIn, Facebook and more. Make sure
to include your company handle, the event hashtag (if applicable) and a
link to the Registration Page.

Now that you have your Landing Pages and Form, it’s time to create
a Confirmation Email. Even though your registrants will be sent to
the Thank You page, you’ll want to send them an email confirmation
as well. Under the Program’s “New” menu, choose Create Local Asset
and select Email. Name your email “Confirmation Email” and choose
an Template. You’ll want to make this an “Operational Email”. Even if
your registrant has unsubscribed in the past, they’ll want to receive
these event-specific emails.
Once again; the sky’s the limit in terms of design, but you’ll want
to include the event name, date, time, location and agenda (where
applicable). You should also include links to add this information to
their calendars. Make sure to include the event name in the subject
line so they can easily identify the email and search for it later.
Draft a Confirmation Email
** Pro Tip **
Creating Add to Calendar Links. It’s important to make it easy
for your registrants to add your event to their calendars so they’re
reminded of your event and don’t double-book their time. Free
tools like AddToCalendar (http://addtocalendar.com/) make it
easy to create buttons and links to add to your Confirmation Email
and Thank You Page.

Now that you have your Program, Form, Registration Page,
Thank You Page and Confirmation Email, it’s time to set up some
Smart Campaigns.
Setting Up Smart Campaigns
Under the Program’s “New” menu, choose Create Local Asset
and select Smart Campaign. Name this campaign “Registration
& Confirmation”. This Smart Campaign will update each registrant’s
status in the Program and fire off the Confirmation Email.
Under Smart List, choose the Fills Out Form Trigger and select
your registration form.

Under Flow, choose Change Program Status and select your program
and the Registered status. Then choose Send Email and select your
Confirmation Email.
Under Schedule, Activate your Smart Campaign! Now, whenever anyone
fills out your registration form, they’ll be marked in the Program (and
the synced Salesforce Campaign) as Registered and they’ll receive the
confirmation email. Make sure to fill out the form yourself to test what
you’ve built!

A great way to keep sales informed and enthusiastic about your
event is by letting them know when their prospects register. To do
this, you’ll need to create an Alert Email. Under the Program’s “New”
menu, choose Create Local Asset and select Email. Name this email
“Alert - Event Registration” and choose a template.
When communicating with sales, it’s always important to be as clear
as possible. Make sure you include the event name in the alert email
subject. We suggest, “Alert - [EVENT NAME] Registration”. In the body
of the email, you’ll want to use Tokens to share details about the
registrant. Here’s a simple example:
Keep Sales Informed

Youcanaddasmanytokensasyouwant,dependingontheinformation
your sales team finds important. Lead Status, Email, Phone, etc. could
all be good to add. You can also add Tokens to the Subject - adding
the Company Name, for example, is a great way to get sales to pay
attention to your alerts. Your sales reps will be very interested to know
which of their target accounts have registered!
There’s no need to create a new Smart Campaign to trigger
these alerts, you can simply add this step to your “Registration &
Confirmation” Smart Campaign from earlier. Under Flow, choose
Send Alert. Select your Alert Email and choose the Lead Owner
and anyone else, like your marketing team or a sales manager
who might want to receive the alerts.

In addition to alerts when individuals register, you can also create
a Smart List subscription to send the full registration list to any
interested parties, like executives. To do this, you’ll need to create a
Smart List and Smart List Subscription.
Under the Program’s “New” menu, choose “Create Local Asset” and
select Smart List. Name this Smart List “Event Registrants”. Under
the Smart List tab, choose the Filter “Member of Program”. Select
your event’s Program, then under “Add Constraint” choose Program
Status and select Registered. (It’s important to build this list based
on the Program Status and not the Form, as people may be added
manually if they RSVP through other channels.)
Share the Registration List

To set up the subscription, under the Smart List’s List Actions
menu, choose New Smart List Subscription.
Name this Smart List Subscription “{EVENT NAME} Registrations”,
select your recipients and frequency. For the end date, choose the
day of the event. Now each of these recipients will automatically
be emailed the report - no need to update anyone manually.
** Pro Tip **
Once you’ve created your Smart List
Subscription, you can edit the Report
Columns to share the most relevant
information about your registrants.

2
Now that everything is set up to capture registrations, it’s time to invite
people to your event! This section covers how to send out your invitations
and event reminders via email.
Email Invitations and Reminders

Sending Invitations
The first step is choosing who to invite. If you’re hosting a
roadshow or your own field event, this will usually be based on
some combination of location, job function, and account status. If
your event is in conjunction with a larger conference or tradeshow,
you might want to segment based on past conference attendance or
technology used (i.e. known Marketo customers for an event taking
place around Marketing Nation Summit.)
Whatever your segmentation strategy, you’ll need to create a Smart List.
In your Program’s “New” menu, choose Create a Local Asset and select
Smart List, and name it “Invite List”. Under the Smart List tab, choose
whatever filters make sense for your event. You can filter by location,
status, seniority - any piece of data that you capture in Marketo.
Once you have your list, it’s time to create your Invite Email. In your
Program’s “New” menu, choose Create Local Asset and select Email.
Name this email “Invite #1”. Make sure you include the event name,
date, time and location as well as any other details you can think
of to encourage people to register. In the Invite Email, your CTA
will direct people to register via the Registration Landing Page
you created earlier.
Once you’ve created your Smart List and Email, go to your Program’s
“New” menu, choose Create Local Asset and select Smart Campaign.
Name this Smart Campaign, “Send Invite #1 and Change Status”.
Under the Smart List tab, choose Member of Smart List, and select
the “Invite List” you just created.

Under Flow, select Send Email and choose Invite #1. Then select
Change Program Status and choose your event and the Invited status.
Under “Schedule” clicking “Run Once” will allow you to send
the invitation now or schedule it for some time in the future. (We
recommend inviting people about 3 weeks before a half day or happy
hour/dinner event, and 4-6 weeks before a full day event.) When the
Smart Campaign runs, it will send Invite #1 to everyone in the Invite
List Smart List and change their Program Status to Invited (and their
Salesforce Campaign Member Status to Invited, provided you’ve set
up the sync.)
Note: If you are only inviting a hand-picked list, follow the same
instructions, just create a Static List and upload or add to that.
While the registrations will come rolling in quickly from the first invite,
most events require several invitations to get to your desired number
of registrations. To send a second (or third, or fourth) invitation,
you’ll simply clone Invite #1 and make any changes you’d like. You
can also clone the Smart Campaign, but you’ll want to update it to
exclude inviting anyone who has already registered with the Filter Not
Program Status was Changed.

Adding Event Invites to Marketo Sales Insight
Beyond invites from marketing, it’s important to enable sales to send
personal invites as well. Create a template for sales to use to invite
their prospects under your Program’s Local Assets. Make sure to
include all the details, so your sales team doesn’t have to remember
them! Under Edit Settings, choose Publish to Marketo Sales Insight.
Now the email is available for your sales team in Salesforce and the
Outlook and Gmail Add-In. They’ll be able to edit and personalize the
template when they send it.
Targeting Your Invite List via Ad Bridge
Email isn’t the only way to invite people to your event! Using your
Invite List, under List Actions select Send via Ad Bridge. Now you can
target your invite list via the following partners:
ADVANCED:

Sending Reminder Emails
Now that you have some great prospects and customers registered
for your event, you need to make sure they actually attend! To create
a reminder email in Marketo, choose Create Local Asset under the
Program’s “New” menu, then select Email and name it “Reminder
Email”. You can also clone one of your Invite emails and update the
copy. Be sure to include directions, parking information and the
agenda and mark this email as Operational.
To send the email, choose Smart Campaign from Create Local Asset
and name it “Send Reminder”. Under the Smart List tab, choose the
filter “Member of Program” and select your event’s Program. Under
Add Constraint choose Program Status and select Registered.
Under Flow select Send Email and choose your Reminder Email.
Under the Schedule tab, you can choose when you want your
Reminder Email to go out. We recommend sending the reminder the
day before for any breakfast, lunch or all-day events and the morning
of for any dinners, happy hours or evening events. Choose Run Once
and select the date and time you want your email to go out.

Consider this - someone registers for your event from your first
invitation. Three weeks pass and they don’t hear about your event
until the day before…by then, they’ve probably forgotten why they
signed up in the first place! Following the same process as the
Reminder Emails, you can send emails to your registrants to keep
your event top of mind. Videos, contests and speaker or panel-
ist announcements are all great ways to stay in touch with your
registrants before the event.
Momentum Emails
You can also use Marketo Forms (or a third party survey
provider that integrates with Marketo) to survey registrants be-
fore the event. Depending on the length of your event, keep the
survey length in mind. Similar to the Momentum Emails, offering
registrants a chance to submit questions to speakers and panel-
ists or weigh in on what topics they’d like to hear about is a great
way to keep your event top of mind.
Pre-Event Surveys

3
While Marketo is a great tool for gathering registrations and getting people to your
event, the actual event is where you really need event technology to extend Marketo’s
capabilities to in-person interactions. After all, you did a lot of work to fill the room with
your best prospects and customers, but it’s what happens in the room that drives revenue.
This section covers how to make sure you make the most of the in-person interactions with
your prospects and customers at your event.
Event Check-in and On-site Engagement

The first thing guests will notice
about your event is how you greet
them. It’s equally critical to measur-
ing your event’s success to know who
actually attended. With Marketo alone,
you can print out a list and nametags
ahead of time or use their limited
check-in app to record who arrives.
With an event technology like Attend,
you can further streamline your check
in experience with features like on-
demand name badge printing and
empower the rest of your team with in
app notifications, robust attendee pro-
files, and tracking tools.
Check-In
DEVICES SUPPORTED Marketo Attend
iPhone ✓
iPad ✓ ✓
Android Tablets ✓
Laptop ✓
CONNECTIVITY
Online ✓ push to sync ✓ auto sync
Offline ✓ ✓
ATTENDEE CHECK-IN
Capture Walk-ins ✓ ✓
QR Code Scanning ✓
Check-in alerts Text, Email, & Push Notifications
Registration List Sorting Search All Fields + Filter
Event Stats ✓ ✓
ON-SITE ENGAGEMENT
Customized Profile View of Attendees ✓
Social Profiles with photos (LinkedIn, Twitter) ✓
Ability to log notes & follow-up tasks ✓
UPDATING SYSTEMS
Update SFDC Member Status ✓ ✓
Update Marketo Program Status ✓ ✓
Update fields on the fly Update basic fields Update any field
Supports stickers or cardstock ✓
ON-DEMAND NAME BADGE PRINTING
Supports stickers or cardstock ✓
Wireless printing ✓

If you’re using only Marketo, you can try their Check-In app (iPad
only) or you can use a Google Doc or printed list to record people
as they arrive at your event. You should also have a plan in place
to capture information on any walk-ins. You can add them via the
Marketo App, have the landing page up on a nearby laptop, or have
them write down their information on a piece of paper.
Event technology that integrates with Marketo (like Attend) will auto-
matically sync back to your Program and change the Program Status.
If you choose to record attendance another way, you’ll need to get
that information back into Marketo manually. To do this, gather all of
the attendee information into a CSV file. Under your Program’s “New”
menu, Create Local Asset and choose List. Name this list “Attendees”.
Under List Actions, choose Import List and import your CSV.
Once your CSV is imported, under the Leads tab of your List, click
Select All. Then go to the Lead Actions menu and choose Change
Program Status from the Programs category.
Choose your event’s Program and select the status Attended. This will
also change the Member Status in your synced Salesforce Campaign.
Similarly, you will want to record registrants that did not attend.
Go back to your Event Registrants Smart List and under the Leads tab
click Select All. Then go to the Lead Actions menu and choose Change
Program Status from the Programs category. Then choose your event
Program and the Status No Show. Alternately, an event technol-
ogy with a deep Marketo integration will be able to automate these
status changes.
Alternately, an event technology with a deep Marketo integration will
be able to automate these status changes.

Choose your event’s Program and select the status Attended. This will
also change the Member Status in your synced Salesforce Campaign.
Similarly, you will want to record registrants that did not attend.
Go back to your Event Registrants Smart List and under the Leads
tab click Select All. Then go to the Lead Actions menu and choose
Change Program Status from the Programs category. Then choose
your event Program and the Status No Show. Alternately, an event
technology with a deep Marketo integration will be able to automate
these status changes.
Alternately, an event technology with a deep
Marketo integration will be able to automate these
status changes.

No matter how great your event is, if sales isn’t engaging with the
people in the room, your event will struggle to drive revenue for
your company. With an event technology like Attend, sales can have
an app in their hand that alerts them when their top prospects arrive.
With Marketo alone, the best you can do is show them the check-in list
at the event, whether that’s a static list of the Marketo app:
Fail to plan? Plan to fail. You should work with your sales team
ahead of the event to create an engagement plan for attendees at
the event. You might want a later-stage prospect to be introduced to
a customer, a customer to meet your CEO, etc.
With Attend’s Playbook feature, you can meet with your sales team
and anyone who will be on-site at the event and put together a plan
for engagement. Attend automatically creates a “to do list” for your
team by assigning attendees to their owner from Salesforce. If cer-
tain reps won’t be at the event, you can easily reassign ownership on
specific attendees to other people on your team. And each person
gets their own to do list in the Attend mobile app where they can
track engagement with their guests.
If you’re using Marketo alone, either using your Registrations Smart
List or referring to the synced Salesforce campaign, you can still meet
with your sales team to put together your engagement plan.
With the right event technology in place, you can further enable sales
engagement by providing alerts when assigned attendees arrive at
the event and views of assigned attendees.
Planning for
On-Site Engagement
Alerting Sales
When Their Targets Arrive

With Marketo’s Check-In app, you can only measure attendance.
You can then export all of the attendees into a Google Doc or simi-
lar and ask sales to indicate who they spoke to and if they consider
that person qualified. Then you can upload this list into Marketo and
change their Program Status to “Engaged” or “Qualified”.
Event technology like Attend allows you to measure sales engage-
ment at each event. The right technology empowers your on-site
team to use their time wisely to have the right conversations and
track them. With Attend’s mobile app,reps have their own personal-
ized “to do list” for the event, where they can record notes on their
conversations, indicate attendee engagement, and automatically
sync this information back to Marketo and/or Salesforce. This way,
your reps can record conversations when they are top of mind instead
of days later back in the office with no point of reference other than
scribbles on some business cards. There’s a big difference between
someone stopping by for a free drink at your happy hour and an in-
depth conversation with your sales team. And although sales may re-
member the conversation and follow-up (no promises there), it’s im-
portant that you get that information back into your systems so you
can properly evaluate the program’s success.
Tracking On-site Engagement
If your organization has an inside sales model, chances are
your reps are responsible for a large number of accounts. With
the right event technology, you’ll be able to take any of the great
data in Marketo and Salesforce and put it in the hands of your
on-site team.
Having access to attendees’ stage in the customer lifecycle, last ac-
tivity, and social profiles will help keep face-to-face conversations
relevant and impactful.
Enabling Sales with the Right Data

4
Now that your event has occurred, and you’ve (hopefully) recorded all of the
attendee data in Marketo, it’s time to send follow-up emails. This section covers
how to send marketing follow-up emails via Marketo, set up a post-event nurture,
and how to pass over the right prospects to sales.
Follow-up

Follow-Up
Sending Follow-up Emails from Marketing
At the very least, you’ll want to craft one email for attendees
and another for now-shows. At the very least, you’ll want to craft one
email for attendees and another for no-shows. These emails can include
things like recaps, videos, photos or relevant content and offers. You could
go further and send marketing follow-ups based on personas or engage-
ment level, or place them into a nurture stream or Engagement Program
(see Advanced section).
You will create your follow-up emails as before, by creating local assets
in your event program. After you’ve created and approved your follow-
up emails, you’ll create a Smart Campaign to send them–name this Smart
Campaign “Send Follow-up Emails”.
Under Smart List, you’ll choose everyone in your Program with a
Status of Attended or No Show (or Engaged, Qualified...any status passed
Invited in the Program hierarchy). To do this, select the filter Member of
Program and choose your event Program. Click Add Constraint and choose
Program Status, then select the appropriate statuses.

Follow-Up
Now, you’ll select who will receive each follow-up email. Under Flow, choose Send
Email and click Add Choice. Now you can choose filters like Program Status to dictate who
will receive which email. In a simple scenario, with just two follow-ups for attendees and
no shows, it will look like this:
Under the Schedule tab, choose a date and time for the email to go out.

Follow-Up
Post-Event Nurtures
If you’re running a roadshow or series of events, you can prepare a
longer nurture track for attendees. You can still include an event-
specific follow-up email, and then enter them into a post-event nur-
ture stream or you can place them directly into the nurture stream.
Putting attendees and no shows in a post-event nurture steam al-
lows you to extend the value of the physical event and create ad-
ditional sales-ready leads. Here’s a simple example of a post-event
Engagement Program, but you can segment the post-event nur-
tures further, such as by persona.
If you’d like to send the event-specific email first, simply add an
additional flow step to your Send Follow-up Email Smart Cam-
paign. Choose Add to Engagement Program and use Add Choice
to add Members according to Program Status. If you’d like to enter
them directly into nurture without a specific follow-up email, just
include the Add to Engagement Program Flow step.
Post-Event Surveys
You may want to collect feedback after your event. You can create
your own custom fields, forms and landing pages in Marketo if you
want to get all the data back in Marketo, or you can work with a sur-
vey tool that integrates with your systems. When collecting such sur-
vey data, it might make sense to capture only some answers in Mar-
keto. You can also send short surveys to no shows to determine why
they didn’t attend.

Follow-Up
Sales Follow-up
While all registrants will receive follow-up from marketing, your
lead process will determine who should receive follow-up from
sales. There are a few ways to handle passing event attendees
and no shows to sales. Here are three options for passing.
Pass all attendees to sales
Depending on your organization, you might pass over everyone
who registered for your event. In this case, you’ll mark every-
one with a status of Attended, No Show Engaged, etc. as a Mar-
keting Qualified Lead (MQL) and add them to the workflows set
up to assign MQLs to sales.
Lead Scoring
If you’re capturing attendance, you can use your event’s pro-
gram status in your lead scoring model. You can assign differ-
ent weighting to attendees and no shows, combined with your
demographic or fit scoring, and allow Marketo to MQL and pass
to sales anyone who reaches your thresholds. This allows you
to provide better leads to sales than passing over everyone.

Follow-Up
Passing over Engaged Attendees
If you’re working closely with your sales team at the event and have
a great technology partner, beyond knowing who attended, you’ll
also know who was engaged with sales and wants a follow-up. With
an event technology partner like Attend, your reps can push fol-
low-up tasks right into Salesforce and you can track engagement
back to Marketo. Now you can pass over the most sales-ready new
leads and ensure that anyone involved with current pipeline and
customers also receive the proper contextual follow-up, instead of
starting from scratch because you didn’t track your conversations.
And because so many smaller events are largely about pipeline ac-
celeration, the number of new leads or MQLs might be low, but the
events are still powerful revenue drivers if you handle follow-up
with sales well.
Whichever method you follow, be sure to set up Service Level Agree-
ments (SLAs) with your sales team to ensure that follow-up occurs
in a timely manner.
** Pro Tip **
Now that you’ve created your first Event Program, you can now clone
the entire Program for your next event! Then you can just update the
Emails, Landing Pages and Smart Lists.

5
Now that your event is over and you’ve passed the most engaged attendees to sales,
it’s time to dive into measuring your success.
Reporting on Event Success and ROI

Basic Event Metrics
Basic event metrics include Invites, Registrants, Attendees, and
MQLs passed to sales from the event. You might measure these with
Marketo’s advanced reporting products or just by viewing Members by
Program Status or the Salesforce Campaign. By cohorting your MQLs
by type, you’ll be able to see how event MQLs convert in comparison
to other programs. You’ll also want to examine the drop-off rate from
registrants to attendees, which will help you know how many people
to expect at future events based on registration numbers.
500
150
100
Invited
Registered
Attended
30%
66%
Advanced Metrics
There many other metrics you should track coming out of your
events. Using event technology like Attend you’ll have access to event-
level performance insights that will help you track and socialize your
event’s success.
You’ll also have the ability to sync accurate attendee and engagement
data into Marketo and your CRM, which will help you get deeper in-
sights about the impact of your events in the context of your broader
marketing investment.
You may also want to employ other advanced analytics tools (Bizible,
InsightSquared, Full Circle Insights, Brightfunnel, etc.) or Marketo’s
Revenue Cycle Engine to further analyze your event’s impact.

Attendee Breakdown
If you’ve properly recorded attendee information in Marketo, you will
be able to report on the breakdown of customers, opportunities and
newly engaged prospects in the room.
You can further slice and dice this information based on what’s
important to your team and event strategy. What is the value of
the pipeline in the room? Were the newly engaged attendees from
target accounts? How many net new contacts were there? What
personas were represented?
Engagement Report
With event technology like Attend, you’ll be able to track engage-
ment among attendees. Much like the drop off rate from registrants
to attendees, there is a drop off from attendees to engagement with
sales. If you find that many of the attendees at your event are not en-
gaging with sales, you may have a lack of alignment, need to do more
engagement planning, or alter the ratio of sales people to attendees
at your events.
If you’re measuring your engagement mapping efforts, you can see
which members of your team are engaging most effectively and in-
form future event staffing decisions. It’s never good to waste an op-
portunity to build relationships!
Attendee Breakdown
25%
Current
Customers
15%
New
Leads
60%
Active Prospects

On-site Conversation Tracking
You know people showed up and you know who they are, but
what did they talk about? You can read notes from conversations
your sales team had on the phone, but not events. With Attend’s Mo-
bile App, your reps can log conversation notes in real time that sync
back to Salesforce.
Whether you have a way to empower your reps to take notes on-site,
or just attempt to collect it from your reps after the event, being able
to report on these conversations holistically will add valuable color.
Opportunities
Sourced from your Event
If you’re syncing your Marketo Program to a Salesforce Campaign,
you can track Opportunities sourced from your event by Primary Cam-
paign Source. Because this is based on Campaign Responses, you can
pull a simple report from Salesforce to look up Opportunities created
with your event’s Campaign as the Primary Campaign Source.

Opportunities
Influenced by your Event
An event is just one touch (although a powerful one) during your
customer lifecycle. Many attendees at your event will already be en-
gaged with sales, especially if the event’s purpose is to accelerate exist-
ing pipeline, rather than lead generation.
If you have event technology like Attend in place, you can view how
your events are sourcing and influencing opportunities. Seamless inte-
gration with your existing systems also allows you to employ advanced
marketing attribution reporting across your event programs.
Customer Engagement
Do your events help drive renewals, upsell and advocacy? If you’re
tracking attendance and engagement, you’ll be able to use those same
opportunity influence reports on your renewal opportunities and re-
port on the impact your events have on customer growth. Events like
user groups and customer summits are important business invest-
ments and it’s crucial to measure their impact. Do renewals increase
when customers attend your events?

CONCLUSION
With a little bit of work, you can run a great event with Marketo.
Paired with an event technology like Attend, you can maximize the
efficiency and impact of your events. If you’re interested in learning
more about how Attend can help you drive more revenue from your
events, request a demo today.
CONTACT US
We’d love to talk more about
how Revenue Event Marketing
can find a home at your organization.
We’re always here to help and you
can reach us in any way below that
suits your style.
PHONE: 866 750 2673
EMAIL: hello@attend.com
TWITTER: @AttendInc
FACE-TO-FACE:
10 Post Office Square
Boston, MA 02109

How to use Marketo for Events

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