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Sponsored by:
Presenter: Dave Chaffey, SmartInsights.com
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About Dave Chaffey
 Best-practice advice & consulting
www.smartinsights.com
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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
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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
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Effective templates 2007?
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Effective templates 2012?
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Integrated event marketing needs an overall digital content strategy
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publising hub
Creating your
Note: sharing shouldn’t be totally automated:
You can’t automate human, social interactions.
Source: Social syndication tools
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Brainstorm your
content options
Source: Smart Insights - download 11

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Learning from Eloqua
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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
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Personas?
Dynamic content insertion?
 Do you use Personas?
 Do you use dynamic content insertion for events?
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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
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Using email automation
for context
Source: Eloqua Sybase case study
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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
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Getting the sell-inform
balance right?
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You need a
“wall of
benefits”
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Email or blog post?
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Test position and
form of hyperlinks
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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
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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
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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
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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.
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Integrate events into enews
and social stream
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Search integration – generic or brand?
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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
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Involving attendees in the event
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Popular B2B Sharing sources
Source: Eloqua B2B Marketers
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Social outposts for your event(s)?
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Social integration - Twitter
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Social integration - Facebook
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Social integration - LinkedIn
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Social integration – Google+
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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
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Which part of the subject line
matters most?
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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
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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
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Let’s Connect!
Questions & discussion welcome
 Blog
uk.linkedin.com/in/davechaffey
www.smartinsights.com/blog
 Feeds
www.feedburner.com/smartinsi
www.facebook.com/davechaffey
ghts
 Email Newsletter
www.smartinsights.com
www.twitter.com/DaveChaffey
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