How do you drive breakthrough results from your events? While many companies tend to focus on everything leading up to an event like driving registrations, managing logistics and doing event setup, you should always keep in mind the ultimate goal—delivering leads and generating demand. So with that in mind, and the events season starting in earnest, I thought I would share some best practices of how you can drive breakthrough results from your events program
If you’re in Demand Generation these days, chances are you’re struggling to generate leads to meet both lead quotas and revenue goals in your event program. According to HubSpot’s recent Demand Generation Benchmark Report, the “majority of companies are generating fewer than 500 leads per month” and “79% of all marketing leads never convert into sales.” For these reasons, 68% of B2B marketers say increasing the quality of leads is a top priority alongside quantity.
Picture this: you’re exhibiting at one of your largest revenue-generating events of the year and your check-in time exceeds two minutes and the line at your booth is 20 people deep. Your check-in process is slow, leading to a backup of your pre-scheduled appointments. Slow check-in creates a stressful environment for your attendees, booth staff, and sales team, and negatively affects the user experience. So how can you optimize your check-in process at crucial events to maximize sales and marketing opportunities? Dealertrack, the largest automotive solution provider faced this exact problem. However, by leveraging Certain’s Event Automation, Dealertrack decreased event check-in time by 50% and easily reached their aggressive sales goals.
I’ll admit it. I’m a marketing technology geek. I’m always on the lookout for the latest cool, innovative technologies that can help my demand generation and marketing team become even more productive and successful.
Are you looking to increase marketing engagement during the winter months? You’re not alone, the myth of the B2B marketing slump during the holidays is a strong misconception, when in reality, successful B2B companies often experience a holiday spike in sales if they plan properly. So how can you leverage targeted outreach, events, and marketing strategies to rake in sales before the end of your quarter?
5 Key Takeaways — How Events are Powering Leading Marketing Teams from the SiriusDecisions Technology Exchange
I had the great pleasure last week of attending the SiriusDecisions Technology Exchange event in Austin, TX where marketing leaders from some of the world’s greatest technology companies came together to share how technology is being used across sales, marketing, and product organizations to enhance alignment and drive better business results. It’s always enlightening to hear your peers share how they are transforming their organization to meet the promise of more effective, personalized marketing that meets prospects and customers exactly where they are in their buying journey. Events, of course, are a critical part of that journey and I was excited to have two of our largest customers, Microsoft and National Instruments, share stories of how they are digitally transforming their event strategy and how they arrived at the decision to invest in this critical area of the marketing stack.
Are you wondering what is killing your marketing conversions at events and preventing you from reaching your targeted amount of event leads? 20-25% of a company’s marketing budget is spent on event marketing. Knowing this, you begin to understand that events are an invaluable marketing strategy for companies, and need to be done right. By creating a successful event, and enabling conversions, marketers can provide credible ROI from their events and optimize their efforts.
Want to increase and update your marketing resource library? The modern marketing landscape is constantly changing and evolving, meaning that sources of information are changing as well. A resource that was once relevant becomes irrelevant and a new one takes its place rapidly. Because of this, it is hard to maintain a well-kept marketing resource library that has up-to-date and relevant information for all your marketing needs. But don’t worry! Ahead of you is a carefully selected list of resources (in no particular order) for general marketers, event planners, demand gen professionals, and event marketers.