Victor Kippes of Validar discusses how event data can be transformed into actionable information to accelerate conversions. He emphasizes the need for marketing and sales teams to collaborate on lead management. Validar's solutions involve capturing and qualifying event leads based on intent, then distributing the most qualified leads to sales. This closed-loop process provides metrics to both teams and improves performance over time.

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Transform Event Data Into
Actionable Information That
Accelerates Conversions
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Validar: @validarinc
Victor Kippes: @vkippes

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How Are We Doing?

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Panelists
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report
Victor Kippes
President & CEO
Validar
@vkippes

8. TRANSFORM EVENT DATA
INTO ACTIONABLE
INFORMATION
Accelerate Conversions
Victor Kippes
@vkippes
victork@validar.com
President / CEO
Validar, Inc.

9. WHO IS VALIDAR?
Event lead management experts
Founded in 2005
Headquartered in Seattle, WA
Record Growth in 2016
Provide Closed Looped Marketing
solutions for:
Corporate Proprietary Events
Tradeshow Lead Capture

10. MARKETING
Are you receiving credit for your hard work?
Do you know your bottom-line impact?
EVENT INTENT
BIG DATA PREPARATION
CLOSED LOOPED MARKETING

11. SALES
Tired of receiving bad leads or no leads
from events?
Working around Marketing Automation?
RELEVANT ACTIVITY
LEVERAGING EVENT CONTENT

12. LET’S DEFINE THE CHALLENGE
Do you have a formal lead
ranking process?
Center for Exhibition Industry Research

13. Center for Exhibition Industry Research
How many touches does a non-
responsive lead receive before it is
discarded?
LET’S DEFINE THE CHALLENGE

14. SACRIFICIAL SCAN

15. WHAT’S IT WORTH?
Cost per lead Cost per qualified lead
Exhibitor 1
(Fishing Pole)
Exhibitor 2
(Fishing Net)
Total Cost $12,250 $91,000
Total Leads 148 2831
Cost Per Lead $82.77 $32.14
Exhibitor 1
(Fishing Pole)
Exhibitor 2
(Fishing Net)
Total Cost $12,250 $91,000
Total Leads 148 2831
Total Qualified 31 77
Cost Per
Qualified Lead
$395.16 $1,181.69
Fishing
pole
Fishing
Net

16. FISHING POLE OR NET?
Some companies do this very well.
Building their database

17. FISHING POLE OR FISHING NET?
FISHING POLE
Yes, if foundation is people and no
automation in place
FISHING NET
Yes, if foundation in place
• Marketing Automation / CRM
• Content
• Strategy
No, if there is no means to work with
these leads!

18. EVENT INTENT
To generate renewed interest
in new products and services.
Session Survey Questions
Rate 1–5: The speaker was knowledgeable.
Rate 1–5: Speaker was professional, effective and engaging.
Rate 1–5: The session subject matter matched the description.
Rate 1–5: The level of technical details matched the description.
Rate 1–5: The session was educational.
Rate 1–5: The session overall was a positive experience.
Would you recommend this topic again next year—yes/no?
Additional Comments?
Does this feedback align?

19. HOW DO YOU GAUGE YOUR PERFORMANCE?
1. Attendance counts exceed expectations
2. Meeting is on budget
3. Session evaluations “meet or exceed expectations”
4. Lead volume exceeds the previous year
5. Sales feedback was positive and “they want to exhibit again”
Paradigm shift: Your value is great and needs to
be understood!

20. LET’S DISCUSS THE SOLUTION

21. LEAD MANAGEMENT—WHAT’S NEEDED?
SALES AND MARKETING MUST COLLABORATE!
Capture Qualify Distribute
Opportunity
Management
ROI
Reporting
Lead Capture System
Reg system
Attendee tracking
Feedback
Distribution Rules
Incubation strategy
Campaign ready
CRM: Campaigns
Member Status values
Sales Ready Lead
Lead Categories
Event Intent
Actionable/Tangible
Revenue Impact!

22. PROPRIETARY EVENTS

23. EVENT INTENT
To generate renewed interest in
new products and services.
Session Survey Questions
Rate 1–5: The speaker was knowledgeable.
Rate 1–5: Speaker was professional, effective and engaging.
Rate 1–5: The session subject matter matched the description.
Rate 1–5: The level of technical details matched the description.
Rate 1–5: The session was educational.
Rate 1–5: The session overall was a positive experience.
Would you recommend this topic again next year—yes/no?
Additional Comments?
Does this feedback align?

24. EVENT INTENT
To generate renewed interest
in new products and services.
Session Survey Questions
Rate 1–5: The speaker was knowledgeable.
Rate 1–5: Speaker was professional, effective and engaging.
Rate 1–5: The session subject matter matched the description.
Rate 1–5: The level of technical details matched the description.
Rate 1–5: The session was educational.
Rate 1–5: The session overall was a positive experience.
Are you interested in a personal demo or sales call?
Additional Comments?
The value of asking!
* text Validar to 878787 to learn more

25. MARKETING FEEDBACK – BEST IN CLASS Awesome!
Timely and not diluted!

26. FOUNDATION PREPARATION
If aligned with event intent, measure!
Pre-event prep should include:
ü Setup repository (campaign)
ü Setup member status values
ü Setup follow-up and nurture strategy
ü Engage sales team
ü Create opt-in when appropriate

27. Call Down
Just imagine!
WOULD THIS
CALL IMPROVE?

28. TRADESHOWS

29. ATTENDEES CONTROL TREATMENT
TRINKET SEEKER SALES READY

30. DISTRIBUTION—RIGHT LEADS TO SALES
Drive relevant activity to sales!
These go to Sales
Thank you email with explicit lit.
Thank you email
asking for
referrals ex.

31. ALLOW ATTENDEES TO OPT IN!
* text Validar to 878787 to learn more

32. DREAMFORCE 2009
§ 148 scored leads in 3 days
§ 45 sales ready
What’s the:
benefit of scoring?
cost of chasing bad data and lead decay?

33. ELIMINATE BAD DATAAND DECAY!
Annual Net Benefit $71,949.14
Metric BAU Leads Scored
Costs
Cost to qualify per show $7,700 $2,990
Reduction in Operating Expenses $4,710
Benefits
Average units sold per show 6.25 8.17
Average sales value per show $218,681 $285,920
Average net sales per lead $1,498 $1,975
Annual increase in revenue $67,238.82

34. LEADS TO OPPORTUNITIES
Sales forecasting tool

35. ATTENDEES: CAPTURE AND QUALIFY
Through collaboration, Marketing has metrics!

36. INTERESTED IN LEARNING MORE?
Text Validar to 878787
or
Email: marketing @ validar.com

37. #COSeries
How Are We Doing?

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Q&A / Panelists
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report
Victor Kippes
President & CEO
Validar
@vkippes

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