Speakers Myles Kleeger - President & CRO / Braze (formerly Appboy) Ben Hindman - CEO / Splash & Formerly Director of Events / Thrillist Maria Pergolino - Chief Marketing Officer / Anaplan Vivek Sharma - Founder & CEO / Movable Ink Description These executives have built powerful programs to drive ARR at every stage of the funnel. From generating to accelerating to renewing key accounts, they all share one secret: they do it in-person. A new era of automation and measurement has transformed events from a cost center to a revenue engine.

1. A CMO, CRO & CEO reveal the data behind their
impressively profitable event programs.
SaaStr 2018
Wildly Profitable Events

2. Maria Pergolino
CMO CRO CEO
Myles Kleeger Vivek SharmaBen Hindman
TODAY’S CONVERSATION
PARTY SCIENTIST

3. 75% of execs
believe that events
are the most
effec3ve marke3ng tac3c.
Gartner, 2016

4. That’s why
half a trillion dollars
is spent on events globally.
29%
2017
Avg. Alloca5on
B2B Marke5ng
Budget

5. Impact
Event Marketers Track
3 Types of Event Data
Program
Attendee

6. 1. AHendee data
• Name
• Email
• Title
• Social
• Photo
• Phone
• Slack
• Location
• Company
• Industry
• Title
• Relationship
Contact Data
• Tracking Links
• Acquisition History
• Source
• Device
• IP Address
Digital Footprint
• Event Type
• Sessions
• Appointments
• Encounters
• Questions
• Surveys
• Topics
• Social
Interests
• Clicks
• Opens
• Attendance
• Customer Journey
• Sentiment
Intent
What would you do if you had 30 critical data-points on every single person that every showed up at an event?

7. Recap Report &
Post Event Analy3cs
Onsite
Check-in
First
Reminder
Track RSVP’s
Event Page
Design
Event Strategy
Second
Reminder
Post-Event
Page
Post Event
Survey
Invite Email
Event
Track AEendees
Day-of
Reminder
Thank You
Email
Social
Sharing
2. Program data
Iterate & Personalize
Optimize your efforts by measuring what’s working, and what’s not.

8. Nurture
Awareness
Expand
Close
3. Impact data
Generation
New Opps Created
Engagement
Opportunities Engaged
Opportunity in the Room
Dollars Represented by Attendees
Efficiency
Cost Per Opportunity
Conversion
Closed Won % Delta
Acceleration
Sales Cycle Progression
Concentration
Average Contract Value
Impact
Projected Closed/Won
ROI
Weighted / Unweighted
When you measure funnel-influence and slice it by event type, you get a more complete picture of the event’s effect.

9. Impact
Event Marketers Track
3 Types of Event Data
Program
Attendee

10. Movable Ink
Varied Event Types
& Impact Data

11. JOIN US

12. VIP Dinner London
This Event
Impact: Closed/Won Pipe (Open Pipe) $383K
ROI: Unweighted 70x
“Opportunity in the Room” $483K
Generation: New Opps Created 0 New
Influence: Opportunities Engaged 9 Existing
Effectiveness: Closed / Won Opps 3 Wins
Conversion: Closed Won % 33%
Acceleration: Sales Cycle 188 Days
Concentration: ACV $128K
Efficiency: Cost per Opp $722
Dinner with 15 Attendees
45 Days Ago
$6,500 cost

13. Think Summit 2017
This Event
Impact: Closed/Won Pipe $3.8M
ROI: Unweighted (including open pipe) 19x
“Opportunity in the Room” $1.19M
Generation: New Opps Created 30 New
Influence: Opportunities Engaged 52 Existing
Effectiveness: Closed / Won Opps 35 Wins
Conversion: Closed Won % 43%
Acceleration: Sales Cycle 140 Days
Concentration: ACV $111K
Efficiency: Cost per Opp $3,110
Annual User Summit with 225 Attendees
110 Days Ago
$255,000 Cost

14. Email Transformation Tour
This Event
Impact: Closed/Won Pipe (Open Pipe) $3.3M
ROI: Unweighted 29x
“Opportunity in the Room” (Avg) $300K
Generation: New Opps Created 44 New
Influence: Opportunities Engaged 93 Existing
Acceleration: Sales Cycle 48 Days
Concentration: ACV $54K
Road Show
14 Events with ~50 Attendees Each
$110,000 Cost Total

15. 2017 Sponsored Events
This Event
Impact: Closed/Won Pipe (Open Pipe) $4.2M
ROI: Unweighted 16x
Generation: New Opps Created 20 New
Influence: Opportunities Engaged 80 Existing
$245,000 Cost

16. Braze
A Global Event Presence
& Program Data

17. 4 core types of events are woven into the
en3re customer lifecycle
to drive net new leads & boost pipeline and CW business.
65%
1. Corporate owned events
2. Regional/field ac5vi5es
3. Speaking Events
4. Global tentpolesMarke5ng Sourced ACV

20. At Braze, event success
is measured based on
Pipeline source (5x)
+
Influence (10x)
+
# Matched Leads

21. #1
#1
70%
matched leads source
at target accounts and for key
personas.
closed won source
based on lead crea5on.
of top ten campaigns
that drove SQLs were event
program engagements.

22. The magic happens when four
ingredients come together
Thought
leadership
Audience
development
Creative
experience
activations
Follow through
& retrospective

23. 2017 Event Program

24. Apttus
Conference Full-Court-Press
& Attendee Data

27. “Full-Court Press” Conference Playbook & Data Flow
Cocktail Party
Promoted to prospects
before or at Trade show
Pre-Event Registra3on
Private Dinner
Specific List
or apply to aQend.
Full List Provided
Trade show sends list as
part of sponsorship.
At Booth Registra3on
Simple Signup,
Sweepstakes/Offer
Business card scan.
No Registra3on
Upload aUer list Event
(No Splash)
Online Registra3on
Capture RSVP Ques5ons & Source Data
Ads / NewsleHer / Invita3ons
Contact Database
Automa5c Segmenta5on &
Enhancement
Marke3ng Stack
Marke5ng automa5on, CRM,
Digital Retarge5ng, More
Invita5ons, Analysis etc.
Confirma3on / Nurture Sequence
Capture Intent Data
Roaming Registra3on
Manual entry or business
card scanning
Sales-Rep Encounters
Serendipitous connect &
capture.
Scheduled Demos
Promoted Pre Event
and Onsite
Appointment Se`ng
Specific 5mes and account Reps
(If hos5ng a Satellite Event)
Booth (Scanner)
Trade show sends list of
booth visitors.
Badge Scan
Sync-as scanned
(No Splash)
Booth (No Scanner)
Trade show does not
provide contacts
On-site Registra3on
Check-in to event
Capture AQendance Data

28. in advance for the VIP invitations to your
wildly profitable events.
Thanks!
@VivSharma
@BennyDotEvents
@InboundMarketer
@MylesKleeger