Every day when I open my social channels or email, I’m barraged by news of the latest cool and innovative technology that brings us closer to complete digitization. While I am awed by how rapidly digital transformation is progressing and how much it is impacting B2B marketing, I can’t help but think that there is still one marketing program that hasn’t yet caught up—in-person events.
Ask a demand generation specialist about marketing tactics that will grow sales pipeline and these days they’ll likely say “events.” While events have always been an integral tool in a demand generation arsenal, they're increasing in importance. Of course, events are swiftly becoming the go-to-tactic for digital marketers in every industry, but demand generation professionals now indisputably rank them as the most effective tactic.
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.
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.
Certain is looking forward to presenting at SiriusDecisions Technology Exchange 2016 from November 15th-17th, in Austin, Texas, where B2B marketers and sales leaders can gain insights on industry trends, best practices, and access to latest research, including information on new models and frameworks specific to their field. The conference also offers invaluable sessions on increasing sales and marketing productivity, alignment, and reaching aggressive pipeline goals. As the conference kicks off, we are excited to share case studies from our customers, Microsoft and National Instruments, on how Event Automation has helped them foster a culture of agility and optimize their events to accelerate the buyer’s journey.