The document discusses optimizing marketing events to increase engagement and sales leads. It provides metrics showing marketing events have increased deal value by 77% and decreased time to close by 25% compared to non-marketing touched opportunities. It then discusses opportunities to make events more hybrid/virtual by better engaging online audiences, acknowledging them during live events, sharing materials pre-and post-event, and assigning staff to help both in-person and online participants. The goal is to understand the value of different digital engagements and deliver an inspired audience experience across pre, during and post event activities to drive leads.
4. FY11 YTD Marketing ImpactLarger Deal Value and Less Time to Close 77% Won Opportunities Touched by Marketing 72% FY09, 76% FY10 16% IDC INDUSTRY AVG (18% BEA) 68%New Customers Touched by Marketing 61% FY09, 66% FY10 83%Installed Base Customers Touched by Marketing 76% FY09, 83% FY10 +66% Average Deal Value (+$70K) with $176K, without $106K -25% Time to Close (-89 Days) with 267 days, without 356 days
5. Marketing OptimizationIt’s a Science Sequencing Works Optimizing Segments & Targets Next Likely Purchase – Predictive Modeling Auto Trigger Activities
6. FY11 YTD Global Event Marketing 5,244events 10% 337,751attendees 20% 73,360executives 46% With Marketing Events: Deal value: 77% larger (51% in FY10 & 66% for all Marketing) Time to close: 26% shorter (-97 days vs. -89 days for all Marketing) Executive Title Definition: CFO, COO, PUBLISHER, PRODUCER, PRESIDENT, GENERAL MANAGER, CMO, GENERAL MANAGING PARTNER, CHIEF ACADEMIC OFFICER, PRINCIPAL OWNER, CIO / CTO, MAYOR, CHIEF OF STAFF, CHANCELLOR EXECUTIVE & COMMAND CEO / CHAIRMAN, GENERAL, ADMIRAL, CHIEF PURCHASING OFFICER
7. Marketing Every Day…. 1,678,085 511,472,600 Marketing Interactions Marketing Impressions
8. Sun + Oracle Event 56k impressions served 426 people RSVP’d on Facebook. 3000 people going to Event Registration page 11000 tweets generated 1000tweets globally about Oracle during peak During peak #oraclesun trended higher than #ipad in San Francisco area.
9. Some Learning What we are currently doing is combining what we know about doing a live event and adding a Webcast component. What we should be doing is combining our knowledge of doing live events, with what we learned from doing virtual event.
19. Assign staff to help the physical audience to get online. Have power and wifi available at every seat.
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21. Given this context, what could Oracle now do to make this more hybrid, more engaging and a lead-in to what marketing cares about? And, Deliver an Inspired Audience Experience?