It’s time to add event marketing to your B2B demand generation strategy. Reports from Statista show that “44% of marketers experience a 3:1 ROI from event marketing.” Today’s marketer and demand generation specialist must embrace the tools and tactics that stimulate demand generation and grow sales. Event automation is one of those essential tools, allowing you to customize your events, engage prospects, and achieve marketing goals and increased sales.
What is data-driven marketing, how can event marketers effectively use it to drive conversions, and why does it matter? For decades marketers were forced to launch campaigns while blindly relying on gut instinct and hoping for the best. That all changed with the digitization of business and an increasingly demanding and digitally connected consumer. Now more than ever, there is a greater urgency to develop data-driven marketing campaigns as organizations have come under increasing pressure to deliver results or ROI for their marketing spend. To be successful in this landscape, a modern marketing campaign must integrate a range of intelligent approaches to identify customers, segment, measure results, analyze data and build upon feedback in real time.
I just returned from Marketo Summit 2016 in Las Vegas. This wasn’t my first tour of duty, so I was pretty much expecting all of the usual suspects to deliver nuggets of wisdom—especially by marketing giants like Sanjay Dholakia, CMO of Marketo. And I wasn’t disappointed. However, I was looking for that rare session or two that is both groundbreaking and helpful. I finally found what I was looking for when I stumbled into Jamie Gutfreund’s keynote on lead scoring, buyer engagement, and Generation Z, which was like a much-needed shot of espresso.