1. The document discusses the benefits of including events in a company's marketing mix, such as standing out from competitors and generating leads. 2. It provides examples of both physical and online event types and stresses the importance of measuring events' ROI through metrics like multi-touch ratios. 3. The remainder of the document gives best practices for successful event marketing, including having a clear agenda, maximizing marketing opportunities, and setting goals.

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Marketo @ Marketo: The best Event of 2019

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Housekeeping
• This webinar is recorded! Slides and recording will be sent 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

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P E T E R B E L L
C o m m e r c i a l M a r k e t i n g D i r e c t o r, A d o b e
@ p e te r b e l

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Why Include Events in Your Marketing Mix?
1. Every business needs to stand out from their competition, event marketing
can help you do just that
2. A strategic combination of online and offline marketing is essential to any
company’s bottom line
3. To generate leads and/or engage with prospects and existing customers
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Event Marketing
Physical Events
▪ Tradeshows
▪ Conferences
▪ Seminars / Roadshows
▪ Breakfasts, Lunches & Dinners
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Online Events
▪ Webinars
▪ Virtual Events
▪ Live Streaming Events
All event marketing needs to be viewed as an integral MEASUREABLE
part of the demand generation mix

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Marketing Measurement
1. Design programs to be measurable
2. Establish goals and ROI estimates up-front
3. Focus on the decisions that improve ROI
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Measure ROI to find out not just what works (or doesn’t),
but what works better

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Event Marketing Measurement
▪ Multi Touch (MT) Ratio = Pipeline/ Investment
▪ >15 is Successful / < 10 is unsuccessful
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Branding
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ON24 example
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1. Free, Virtual educational and interactive event including networking opportunities.
2. Clear agenda focused upon digital transformation and disruptive growth strategies are
changing the game, and how you can too
3. Two keynotes and 15 in-depth breakout sessions from Marketo Engage experts and
customers.Business & Practitioner tracks
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5 Steps for a Successful Event
1. Be clear on the aim of the event
2. Always go for quality over quantity
3. Have a story to tell & stand out from the crowd
4. Maximize marketing opportunities before, during and after
5. Set clear business goals and expected ROI
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PeterBell
@peterbellinkedin.com/inpeterbel
THANK YOU

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QUESTIONS?