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How to do Event Marketing Like a Data-Driven Machine

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We teamed up with the folks at Certain to look under the hood of how modern marketers can optimize their even marketing strategies. Most B2B marketers allocate 30% or more of their budgets to events, but many still can't tack the ROI. Learn how to leverage data to inform marketing decisions and calculate ROI in this infographic. Want more info? Check out our blog post here: https://blogs.oracle.com/marketingcloud/how-to-execute-event-marketing-like-a-data-driven-machine

Veröffentlicht in: Marketing
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How to do Event Marketing Like a Data-Driven Machine

  1. 1. How to Do EVENT MARKETING Like a Like the driving machine that is fueled with gasoline, the ultimate marketing machine is fueled by data. That’s why modern event marketers are taking a full-throttle approach to maximize the impact of their investment in live events. Combining data from marketing automation and events, modern marketers have never had a more powerful way to deliver ROI. SEGMENTATION: Use what you know to segment your event invitees. EMAIL MARKETING: Invite your attendees with engaging personalized content. REGISTRATION: Capture attendee insights and interests. ATTENDEE DATA CAPTURE: Capture attendee behavioral data and buying signals during the event. DATA INTEGRATION: Push enhanced profile, behavioral, and buying signal data into Oracle Eloqua. Show your attendees you already know them. Automatically pre-populate registration forms with information you have. Provide personalized registration pages for each segment. Existing customers Prospects Leads Partners Service providers VIPs Employees * Source: Convention & Exhibition Attendance Marketing Best Practices, 2012 First Name Last Name Email Company Product Interest: NEXT > Then, use this opportunity to learn more about their interests. Start to make recommendations to enhance their experience at the event. Collect up to 300data point types, including session attendance, badge scans, etc. Check-in 1-to-1 appts. Surveys And more!Booth visits Sessions Data captured from the entire lifecycle of the event, from registration to event interactions to post-event evaluation, produces an engagement score. Engagement Score = 150 Access enhanced lead scores View event activities for each attendee Sales reps become engaged and can see exactly what happened with each lead at the event so their follow up can be more targeted and relevant. The lead is converted to a contact and an opportunity. Event spend can be included in your attribution model with other marketing activities. You can demonstrate sales and deliver credible ROI across ALL marketing channels. Wine ‘n dine Demos Proposals Follow-ups Contract Purchase Order Events are no longer a cost center. They’re a revenue-generating MACHINE. Personalize event invitations, promotional codes and ongoing email marketing based on segmentation and responses. 99%of event planners use email marketing in their event marketing campaigns.* INVITE REMIND NO NO Registered? Registered? YES YES EARLY BIRD NO Registered? YES LAST NOTICE DEFINE YOUR AUDIENCE DELIVER YOUR MESSAGE EVENT REGISTRATION YOUR CONFIRMATION Just for you: THANK YOU for Registering COLLECT ATTENDEE 'BUYING SIGNALS' CUSTOMIZE REGISTRATION REACH OUT TO YOUR ATTENDEE INCORPORATE EVENT DATA INTO ORACLE ELOQUA New or updated information is pushed back and updated in Oracle Eloqua or your CRM system. “Event prospects are the most highly engaged; they’re going to be really transparent about the information they provide.” - Christine Hansen, VP Strategic Alliances, Certain, Inc. Interaction points are pushed to your MA system in real-time so you can take action. And Certain passes profile and interaction data and scoring to your marketing automation system. Add to List Activities Custom Mapping Custom Data Objects Sales Acceptance SALES CRM LEAD PROFILE Bonus: You now have rich information to improve your next event or marketing campaign. OPPORTUNITY: Move your prospect through the sales cycle. CUSTOMER: Acquire new customers & cross-sell/upsell. SELL YOUR STUFF CLOSE THAT DEAL! CREDIBLE ROI: Analyze the revenue cycle & attribute. ANALYZE & ATTRIBUTE EVENT SPEND Learn more about integrating events and marketing automation. Watch as we peek under the hood and reveal how you can optimize your marketing machine. PUT YOUR EVENTS IN HIGH GEAR www.certain.com BEFORE EVENT BEFORE EVENT BEFORE EVENT DURING EVENT AFTER EVENT AFTER EVENT AFTER EVENT DURING & AFTER EVENT DURING & AFTER EVENT SQL LEAD NURTURING: Suggest next steps to your buyer during and after the event. Oracle Eloqua Oracle Eloqua

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