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
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
4
5. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
5
10. publising hub
Creating your
Note: sharing shouldnât be totally automated:
You canât automate human, social interactions.
Source: Social syndication tools
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14. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
14
15. Personas?
Dynamic content insertion?
ï„ Do you use Personas?
ï„ Do you use dynamic content insertion for events?
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16. Build-in lead-scoring
ï„ Lead scoring events:
ï„ Email click through +5
ï„ Downloaded asset + 20
ï„ Title given, up to +50
ï„ Total Employees number given, up to +15
ï„ Campaign assets
ï„ 6 product tracks
ï„ 7 whitepapers
ï„ 2 case studies
ï„ 8 forms
ï„ 3 high value web pages
Source: Eloqua McAfee case study
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18. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
18
24. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
24
26. Reminders work
Timing â 43% webinar subscribers within 24 hours
ï„ 2 weeks out = 21 submissions
ï„ Subject Line: Register Today
ï„ 1 week out = 55 submissions
ï„ Subject Line: Thereâs Still Time to Register
ï„ 3 days out = 34 submissions
ï„ Subject Line: Last Chance to Register
ï„ 1 day out = 37 submissions (19%)
ï„ Subject Line: You Have 24 Hours Left to Register
ï„ Day of Webinar (24%)
ï„ 46 submissions -- Subject Line: You Have 30 Minutes
Left to Register
Source: Eloqua client published test
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27. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
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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 âwaveâ 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.
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31. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
31
39. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
39
42. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
42
45. CRITICAL factors for success
ï„ Creative â Content - Copy
ï„ Relevance â Personalisation and Lead scoring
ï„ Incentive â Value proposition for event
ï„ Timing â Interval and Frequency
ï„ Integration â Use of other media?
ï„ Conversation â two way dialogue and social
sharing
ï„ Attributes â use of header and subject lines
ï„ Landing pages â or microsites for events
45
Events include both offline events and webinars â 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.