Supercharge Sales And Marketing Alignment At Events
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Aligning with sales and events - two of the most stressful areas of marketing. Learn from a Director of Marketing and a Director of Sales on how they work together to make sure every event drives revenue.
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Supercharge Sales And Marketing Alignment At Events
- 2. 2 Meet your hosts! Pia Heilmann Director of Sales Jenna Keegan Director of Demand Generation
- 3. Why is marketing & sales alignment crucial at events? Events are the most successful way to reach C-Suite decision-makers – Chief Nation 3 Companies with marketing & sales alignment are 67% better at closing deals and extract 208% more value from marketing. – Marketo US Marketers spent over $100B on events in 2015—the highest spend category in marketing – Demand Metric
- 4. DURING 4 SO…HOW DO WE WORK TOGETHER? BEFORE AFTER
- 5. Planning your event strategy? Involve sales early & often! • We decide which cities and markets to go to together • Show data to backup your choices • Deciding on accounts for account-based marketing? Don’t forget geography! 5 BEFORE the event
- 6. Our motto? It’s marketing’s job to provide the room, it’s sales’ job to fill it! 6 BEFORE the event
- 7. Marketing: 7 BEFORE the event • Plan experiences and content that prospects will want • Provide a list of target attendees • Air cover invitations: email, social, ads • Create invitation templates for sales • Keep sales up to date on registrations Sales: • Identify prospects at all stages that would benefit from face time • Send personal invites & reminders where relationships exist • Set clear (and attainable!) goals • Strategize about customers, other prospects, or internal team members that it may help to connect prospects withCreate a Slack channel for your event!
- 8. Keeping your Sales Team Accountable • Set attainable goals • Communicate expectations and set engagement goals • Think of it as discovery-calls:opportunities::registrations:attendees • Get buy-in with contests! • Metrics to measure on: registrations, attendance, engagement at events, etc. • Strategize, strategize, strategize. • What is holding a prospect back from progressing? 8 BEFORE the event
- 9. Now that you’ve driven registrations together, how do you maximize the face-to- face time? Engagement Mapping! BEFORE the event
- 10. Pre-event Engagement Mapping • Meet with sales, marketing and any other internal attendees • Assign engagement owners to registrants Need to get sales excited about engagement mapping? Share the Revenue Potential (the opportunity value of all event registrants)! BEFORE the event
- 11. DURING the event • Focus on accounts with greatest potential impact • Avoid congregating with your team • Discuss bump and exit strategies • Keep the sales team accountable for engagement & note taking
- 12. • Fast data turnaround into CRM and marketing automation • Conversation notes into CRM • Create an event SLA so there are clear and consistent expectations around follow-up from marketing and sales AFTER the event
- 13. AFTER the event Revenue Potential Influenced Opportunities Sourced Opportunities Revenue In The Room ROI What do we measure?
- 14. AFTER the event
- 15. Takeaways • Plan your events WITH sales, not FOR sales • Clearly communicate goals and expectations • Use engagement mapping to optimize face-to-face time • Incentivize on-site team to record conversation notes • Create SLA for timely and relevant follow-up • Measure everything! Great results drive alignment!
- 16. Questions? Pia Heilmann Director of Sales @pia_elisabeth Jenna Keegan Director of Demand Generation @jennakeegs
Hinweis der Redaktion
- Working together for about six months
- Events are too big and expensive to fail. As a marketer, you can do so much to create an excellent event. Where we see people struggle the most is aligning with sales, which is a huge problem because without sales, you won’t be able to show ROI on your events. But, we all know sales and marketing alignment is important. If you didn’t, you wouldn’t be listening right now! So, enough of that, we’re going to walk you through how we actually DO this together and the results we’ve seen!
- When we first started planning our events, it made sense to start in our own backyard. Then we looked where we had the greatest potential pipeline. It’s also important to look at where you customer base is – who better to sell your product in a nonthreatening way? And we’re all buzzing about account-based marketing, but when you’re selecting accounts don’t neglect geography. If you’re working on a set of accounts in a certain area, it makes a lot of sense to choose that city to host an event.
- Now, this is a simplification of what goes into planning an event and driving registration, so let’s dive in a little deeper. Pis: goes deeper than just this. Not just choosing the venue, arranging content that’s interesting to the prospects I’m trying to engage in the pipeline.
- Jenna does first bullet, Pia second
- Immediately after a convo you’ll remember half of what you’ve said. 8 hours later, you’ll only remember ½ of that!
- Equate this to a demo request – a conversation with a prospect that has a clear next step is just as valuable as someone with a demo request. Why would you treat them differently?
- Not only do results like this speak for themselves…the reason we can actually measure all of this is because our alignment allows us to