AWinning Events Strategy: Wow
Your Guests andAccelerate
Pipeline
Caroline Hull, Head of Field Marketing
Esther Kim, Sr. Field Marketing Manager
Shannon Mellen, Field Marketing Manager

Meet the Speakers
3
Caroline Hull
Head of Field Marketing
Esther Kim
Sr. Field MarketingManager
Shannon Mellen
Field MarketingManager

Housekeeping
• This webinar is being recorded! Slides and recording will be sent to
you once the webinar concludes
• Have a question? Use the chat box and we’ll answer your questions
after the webinar
• Posting to social media? Use our hashtag #mktgnation

Overview/Agenda
• How to plan different type of events for each stage of the funnel
• How marketing should align with sales to ensure successful closing events
• Which KPIs to consider when planning your events

TopofFunnel

Meet andGreet
7
Tradeshows
 Net newleads
 Drive attendees to the booth
 Pre and post promotion
 Prospect &Customer Meetings
Brand Awareness
 Promote yourbrand through signage at third party
events

First Impressions areEverything
8
MakeYourselfStandOut
 Raffles
 Booth Personalization
 Booth Positioning
 Target AudienceinAdvance
 Swag Swag Swag

Lead Follow UpTime
Do Not be Forgotten
ž Everyfollow up should involve Sales and SDRs
ž Makesure to havea CTAthat relates to the event theme
ž Promote new content

MiddleofFunnel

Meet the Experts
Content specific
Thought Leadership
Think Global, ActLocal

Event DemandGeneration
MARKETING
TECH STACK
CRM UPDATE
Interesting Moment
DIRECT MAIL
DIGITAL
PaidMedia
InMail
Targeted Ads
EMAIL
Invitations
ORGANICSOCIAL
Facebook Events
Followers
DIRECTMAIL
VIPEvents
Marketing Sales Insight
Templates
CallScripts
Registration at scale

PromotionalPlan
Audience 8+ weeks out 6 weeks out 4 weeks out 2 weeks out Week of Day Before
Target Accounts
Director +
Prospect Mix
Save the Date –
We are coming
to a city near you
Keynote Speaker
Session Spotlight
Reminder/Follow
Up
Last Chance to
Register
Know Before
you Go
Customers
Practitioners
•
Sneak Peek of
Sessions

Partnerships
Customers
Partners
Influencers

Follow Up
PhoneCall
SALES/CSM
Direct MailEmail
Better Customer Journey
ATTENDEES
Email
MARKETING
ContentSpecific

BottomofFunnel

CreatingEpic Experiences
Challenge
• Stand out from thecrowd
Criteria:
• Target Audience: Decision makers
• Registration: Sales Driven
• Extremelytargeted, invite only
Goals:
• Pipeline acceleration
• Relationship building

VIP Events
Typesof Experiences:
• Meet andGreet/Guest appearances
• Celebritychefcooking demos
• Concerts
• Sports cardriving experience

IntegratedMarketing
19
Demand Generation Event Marketing Digital and Social
Media Marketing
Leverage EveryChannel
1. Align to ensure highpriority prospects are targeted
2. Consistent messaging
3. Seamless Customer Journey

Sales&MarketingPartnership

Salesis Your NewBFF
 Attend Weekly Sales Team Calls / QBRs
 Sales BuyIn & Commitment on Events
 Involve Sales in Event Planning
 Host Prep Calls for EVERY Event
 Provide them with Tools in Order to Succeed

KPIs

TraditionalMetrics
• Registered vs. Attended
• Sales Driven vs. MarketingDriven
• Pipeline Generated vs. Pipeline Accelerated
• Segment reports (who is drivingmost registration = whereand who)
• Reports on Regional Data to base decision on event location

A NewWay: Attribution

Swag
Tradeshows
Customer Meetings
ABM

Event Selection
• Do yourresearch!
• Attendee and account data
• Evaluate past ROI
• Wherein the funnel
• Thirdparty/industry
• Evaluations – pass for sales
• Regional needs
• Leap of faith

How we useMarketofor events
• RevenueExplorer
• Email campaigns
• Program success
• Emails templates, landing pages templates , and tokens for easy cloning
• Smart Campaigns
• Interesting Moments
• Monitor behaviors such as email opens, clicks on links,landing page
visits, registered, and other activities

MarketingNation
http://fieldevents.marketo.com/mktngnationroadshow2019

Questions?
Caroline Hull: https://www.linkedin.com/in/caroline-hull-636b317/
Shannon Mellen: https://www.linkedin.com/in/shannonmellen/
EstherKim: https://www.linkedin.com/in/esthertkim/