How to Understand, Attract, and Engage Buyers at Events

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@Certain
#EventMarketingWebinar
How To Understand, Attract, &
Engage Buyers at Events
(So you can drive more revenue!)
Webinar

@Snap_App
@Certain
Webinar
How To Understand, Attract, &
Engage Buyers at Events
(So you can drive more revenue!)

Lena Prickett, Content Marketing Specialist
lprickett@snapapp.com
Moderator
• Share your questions in the GoToWebinar window, or
ask them using the Twitter hashtag:
• If we don’t get to your question, we’ll respond directly
We are recording this session, so it will be available
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Housekeeping
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@Snap_App
@Certain
VP, Alliances and Channels, Certain
chansen@certain.com
Christine Hansen
Senior Marketing Manager
vporter@snapapp.com
Vanessa Porter
@Snap_App
@Certain
snapapp.com/blog
Certain.com/blog
Welcome
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617.923.00
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info@snapapp.co
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8 TIPS FOR:
PRE-EVENT MARKETING
DURING-EVENT ENGAGEMENT
POST-EVENT SUCCESS
Agenda

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@Certain
THE CHASM BETWEEN MARKETING AND EVENTS.
CERTAIN BRIDGES THE DIGITAL WORLD OF MARKETING AND THE OFFLINE
DATA FROM EVENTS.
EventsMarketing

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@Certain
COMPELLING CONTENT AT EVENTS
Noise
Providing
value
Better data

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@Certain
INTERACTIVE CONTENT JUST WORKS BETTER
• Better calls to action that deliver higher
click-throughs and conversions
•
2 – 3x increase in lead conversion rates in
comparison to lead gated static content
•
• Better data for lead scoring and faster
MQL creation drives opportunity pipeline

© Copyright Certain Inc. 2015
@Snap_App
@Certain
INCREASE ROI
Event
Data
Interactive
Content

EVENTS ARE THE #1 MOST EFFECTIVE TACTIC FOR
B2B MARKETERS.
@Snap_App
@Certain

HOW WILL YOU CONVERT LEADS FROM EVENTS?
• Events have a huge opportunity to contribute to revenue.
• But marketers are failing to leverage data from events to
move customers through the buying cycle.
o Not engaging
o Not personalized
o Not interactive
• Data-driven marketers need to ask themselves how will
they convert their leads from events.
• That question should be asked before the event even starts
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TIPS
How do you convert leads?
8 TIPS
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@Certain

© Copyright Certain Inc. 2015
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@Certain
PRE-EVENT ENGAGEMENT

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info@snapapp.co
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UNDERSTAND YOUR EVENT
ATTENDEES
TIP #1
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• Pre-fill what is known
• Gather what is needed
• Supplement prospect knowledge (opt-in)
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5

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WHERE HAS IT BEEN DONE?
Profile Attendees &
Build Buzz!
• PayScale wanted to drive
booth traffic and profile
attendees
• > 1,200 engagements, 75%
lead form conversion rate,
increased booth traffic

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info@snapapp.co
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USE INTERACTIVE AND
PERSONALIZED CONTENT TO ENGAGE
ATTENDEES BEFORE THE EVENT
TIP #2
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@Snap_App
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Personalized Recommendations & Agendas
• Give each attendee an
experience designed
just for them
• Help attendees plan for
success

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@Certain
WHERE HAS IT BEEN DONE?
Session Picker
• Oracle used a
session picker to
help attendees
• Used information
to provide
personalized
recommendations

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ON-SITE INTERACTIONS

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TRACK ACTIVITIES AND INTERESTS AT
THE EVENT
TIP #3
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@Certain

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• Badge scanning
• Session polling
• Social engagement
• Appointments
EVENTS PROVIDE GREAT INSIGHT INTO
BEHAVIOR, INTERESTS AND ENRICHED PROFILES

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GO BEYOND CHEAP GIVEAWAYS
• Engage with something that’s meaningful to
you and the attendee
• Use interactive content to let attendees:
o Compete
o Assess
o Calculate
o Test Their Knowledge

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USE REAL-TIME ENGAGEMENT TO
DRIVE THE NEXT LOGICAL STEP
TIP #4
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@Certain

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@Certain
PROVIDE MEANINGFUL FOLLOW-UP
• Start the conversation
before they leave.
• Drive resources or
follow-up CTAs based
on their engagement
behavior

DRIVE CROSS SELL AND UPSELL DURING EVENTS
WITH REAL-TIME PERSONALIZED CONTENT
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@Certain

617.923.00
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info@snapapp.co
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USE INTERACTIVE CONTENT AT THE
EVENT TO DRIVE MORE LEADS
TIP #5

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@Certain
HARNESS THE POWER OF DIALOGUES
• Stand out in the sea of sponsors
• Think outside the box and build connections!
• Events are great for conversations. How can
you create one?

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CONTINUE TO COLLECT DATA AND
INCREASE YOUR UNDERSTANDING OF
EACH ATTENDEE
TIP #6
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• Never stop watching/listening for those insightful
moments
• Use what you collect to improve lead scoring
• Feed everything into marketing automation!

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POST-EVENT FOLLOW-UP

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USE WHAT YOU LEARN TO NURTURE
POST-EVENT
TIP #7
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@Certain

PERSONALIZED FOLLOW UP
What is your Day One, Week One, 30 Day and Six month plan
to drive conversion?
• Define what you can measure and segment your lead
capture
• Identify early stage and late stage leads to determine
where to engage in the buying cycle
• Create nurture tracks based on interests and behaviors
• Ensure sales has insight into all the attendee data from the
event to tailor their follow-up and the content provided
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CARRY THE EXCITEMENT OVER
• Use events as a
platform for your
next big marketing
promotion
o Atmel’s AVR
contest
o HCSS Bracket
Challenge

617.923.00
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PROVE ROI BY TYING EVERYTHING
BACK TO YOUR MARKETING
AUTOMATION AND ANALYTICS
SYSTEMS!
TIP #8
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TURNING DIALOGUES INTO ROI
• Ask the questions that really matter
• Record everything
• Leverage your marketing automation system
lead scoring
nurturing
sales enablement

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THE END RESULT?
Credible ROI comes from the Marketing Automation
and/or analytics system
• Tagged event activity data fed to marketing
automation
• Pipeline added/accelerated tracked
• Revenue tracked
• Credible ROI documented
Increased Conversion and Increased ROI

617.923.00
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info@snapapp.co
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WHAT WE’VE LEARNED
How do you convert leads?
8 TIPS
@Snap_App
@Certain

@Snap_App
@Certain
chansen@certain.com
Christine Hansen
vporter@snapapp.com
Vanessa Porter
@Snap_App
@Certain
snapapp.com/blog
Certain.com/blog
Questions?
www.snapapp.co
m

@Snap_App
@Certain
chansen@certain.com
Christine Hansen
vporter@snapapp.com
Vanessa Porter
@Snap_App
@Certain
snapapp.com/blog
Certain.com/blog
Thank You!
www.snapapp.co
m

617.923.00
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www.snapapp.co
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info@snapapp.co
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RESOURCES
@Snap_App
@Certain
bit.ly/SA-Events
Use Case: Interactive
Content and Events
7 Seriously Simple Steps to
Convert More Leads
innovate.certain.com/convert-
event-leads

How to Understand, Attract, and Engage Buyers at Events

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