How can digital marketers capture buying signals at events to increase attendance, accelerate the buyer’s journey, and generate revenue? Join Certain’s VP of Marketing, Kristen Alexander and Beki Scarbrough, MarTech, Automation & Demand Gen Expert, as they discuss strategies on how to create a branded, personalized, and attendee-focused experience during all stages of the event lifecycle. You’ll learn how to design an event marketing and demand generation strategy that stands out against your competitors, maximizes the cross-selling and upselling (and selling!) opportunities at every attendee touchpoint, and creates the ultimate event experience.

1. How to Build a High-Converting
Event Experience with Event Automation
Kristen Alexander
VP of Marketing
Certain
Beki Scarbrough
MarTech, Automation
& Demand Gen Expert

2. 75
Booths
MILLIONS OF POSSIBILITIES
Results based on CA World 2015, an
annual event hosted by CA Technologies
Deliver Results with Event Automation
The Results
5,000
Attendees
200
Sessions

3. Events Are Not Just the Face of Your Brand
Events play a critical role
in the buying journey and
customer experience
Marketers are
spending 30%+ of their
budget on events
Unaware Problem Aware Solution Aware Product Aware Most Aware
DISCOVERY CONSIDERATION DECISION
BUYER’S JOURNEY

4. Events Power Your Brand
Close DealsAccelerate
Pipeline
Drive
Demand
Engage with
Customers

5. Events Maximize Conversion Opportunities
When people think about events, they
simplify, consider, and plan for the event
itself — the booth, the room, on-site
factors. But great content, leveraged
before, during and after the event can
exponentially increase the reach,
influence and conversion opportunity
at every event you produce.
Matt Heinz, Heinz Marketing ”
“

6. EVENT AUTOMATION:
Set Buyers On A Discovery
Journey Before the Event Begins

7. Target the Right Person, Right Message
‣ Define the specific audiences
you want to attract to the event
‣ Develop tailored messaging for
each audience for email
nurturing all all pre-event
campaign assets
‣ Connect event messaging with
your ABM strategy
Pre-Event

8. Personalize Your Registration Campaign
Pre-Event
‣ Personalized Home Page,
Landing Page, Microsites,
Social Posts
‣ Capture persona
intelligence through
comprehensive
registration forms

9. EVENT AUTOMATION:
Convert Every Touch Point
Into A Buying Signal

10. Registration
Booth
Session Area
Networking
Party
Event Automation Maps Digital Body
Language to the Live Event Experience
The Event
Smart Bar
Theater Sessions
Demos
Executive
Sessions
Breakouts

11. ‣ Personalize check-in using data
from registration and nurturing
responses
‣ Provide custom agenda
recommendations via mobile
based on buyer persona
‣ Airdrop high-performance content
right to the attendee’s mobile or
send a push “welcome” message
that suggests relevant sessions
Tailor Your Registration Experience
Event Arrival
Your next
session is at
11:00 am – Team
Breakout Session
12:00 pm – Executive
Lunch
HELLO, Jane!
1:30 pm – Team
Building Session

12. Booth
Host Booth Events that Inform Buying Journey
‣ Designate high touch
experiences in the booth
and on the show floor
‣ Scan first, qualify & send
buyers to:
‣ Custom Product Demo
‣ Sales Conversation
‣ Theater Content Session

13. Surface Buying Signals to Build Progressive Profiles
During Event
Over 300+ Buying Signals
‣ Demos
‣ Specific product tracks
‣ Theater sessions
‣ Number and types of sessions
attended
‣ Hosted guest activities

14. Trigger Buyer Next Steps
‣ A Demo: Sent personalized email with information on the
demo, and other solution areas they should see next
‣ Attended Training: Personalized email about new
features, an on-demand sessions to share with their team
‣ Executive Briefing: A lead alert to sales

15. EVENT AUTOMATION:
The Results

16. Deliver Event ROI
The Results
Marketing
Team of the
Year
+42% 200k
ImpressionsAttendees
“We were lucky because for the first time, with this integrated solution,
we had credible ROI.” — Beki Scarbrough

17. Many marketers rely on events to build relationships, increase awareness
and generate demand…. By incorporating all of the available buying
signals, you should be able to determine which segments are most likely
to buy, which should be nurtured, and which should be targeted for live
meetings at the event.
Brian Kardon, CMO of Fuze, formerly CMO of Lattice ”
“
Build Relationships and Generate Demand

18. Define Your Event Goals to Drive Pipeline
When you define your event goals, you can
precisely predict how much pipeline will be in
that room:
‣ How much from prospects
‣ How much from enterprise customers
‣ How much you expect to close, and by when

19. Marketing + Event Automation Workflow

20. Miss the Big Picture with Lead Score Only
The Results

21. Develop Account Score for Deep Insights
The Results

22. ‣ Know how much
pipeline is in the room
‣ Ensure attendees see
relevant content
‣ Keep sales informed
with real-time
information
LEARN
‣ Look at every
account, not
individual attendees
‣ Mark every lead scan
with relevant content
tags
‣ Set up triggers so
information is sent
immediately after a
scan
MEASURE
‣ Personalize the
experience
‣ Send customized
emails every morning
based on activity
‣ Use sales insights and
lead alerts to notify
sales of key activities
DELIVER
The Results
Identify & Capture All Event Buying Signals to…

23. Thank You!