An incredible amount of money and effort is spent each year by companies on events - trade shows, road shows and more. Challenges range from driving attendance to following up with potential leads, and ultimately the ability to report on ROI. So, how can marketers make the most of their efforts and budget spent on these initiatives? In this upcoming webinar, Sangram Vajre - Director of Marketing at Pardot, and Ed Barrett - VP of Membership and Marketing at GBTA, explore how marketing automation has helped GBTA increase event registration by 20%, while reducing marketing costs by 50%+. Attend the webinar to learn how marketing automation can help marketers to: - Accelerate event attendance - Increase lead conversion rates - Increase marketing efficiency and lower marketing costs - Integrate with sales activities

1. Better Events
with Marketing Automation
Sangram Vajre
Director of Marketing
Pardot
Ed Barrett
VP of Membership & Marketing
GBTA

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3. SANGRAM VAJRE
Director of Marketing
Pardot
ED BARRETT
VP of Membership & Marketing
GBTA
Our Speakers

4. #PardotWebinar
Agenda
• Event Challenges
• Needed Improvements
• GBTA – The Real Deal
• Events and Marketing Automation
• Key Takeaways

5. Events - The Challenges
• Expense
• Time commitment
• Resource-intensive
• Measurement of ROI
• Follow-up Strategy

6. #PardotWebinar
Let’s Break It Down
Copyright CMO Council All Rights Reserved, 2013
45%
39%
29%
MAKING A STRONG BUSINESS CASE FOR TRADE
SHOW ATTENDANCE
ESCALATING TRADE SHOW COSTS AND BUDGET/
RESOURCE MANAGEMENT
TURNING LEADS INTO ACTIONABLE OPPORTUNITIES
FOR SALES AND CHANNEL GROUPS

7. #PardotWebinar
How Can We Improve?
• Better overall strategy and planning
• Better lead/data collection
• Better post-event planning and execution
• Better post-event reporting and analytics

8. Global Business Travel Association
GBTA

9. Who is GBTA?
• Global Business Travel Association – a global
professional trade association with 7,000 global members
serving the business travel industry.
• Offerings include:
– 40+ Annual Events
– Professional Education
– Professional Certification
– Media publisher with Global Business Travel magazine
– Primary Research
– Industry Advocacy work on Capitol Hill

10. Pardot Use Has Transformed GBTA Event Marketing
Key Benefits
Efficiency
Conversions
Engagement
Precise Targeting
Cost
Time to Convert
Time to Market

11. How GBTA Uses Marketing Automation for Events
Capture Nurture Target Convert

12. Capture Leads
Report Landing Page “Email collector” on event pages

13. Nurture Leads

14. Target
Event Score Drives Prospect Targeting
Top Tier
18% Conversion
Mid Tier
3% Conversion
Bottom Tier
0% Conversion

15. Convert

16. Bottom Line Results
Increased return on marketing investments
20% registration
growth
50%+ reduction in
marketing
expenditures

17. Process Improvements at GBTA
Unintended Consequences of Marketing Automation and The Need for Speed
BEFORE
Event
DURING
Event
AFTER
Event
Build Awareness
Session-based,
relevant content kit
DRIP – Focused,
segmented content

18. Pardot Use Has Transformed GBTA Event Marketing
Key Process Metrics
5X increase in new
requests serviced
per month
Fulfillment time
reduced by 60%, to
less than 48 hours

19. Key Takeaways

20. Tie Page Actions into Salesforce for sales follow up
1 Capture event leads on every page
Nurture event leads to build event scores
Use event scores to laser focus conversion efforts
Abandon cart emails are highly effective
2
3
4
5

21. Questions?

22. SANGRAM VAJRE
Director of Marketing – Pardot
@sangramvajre
ED BARRETT
VP of Membership & Marketing - GBTA
@edbarrett - Ed