Every marketer responsible for lead generation and nurturing knows the power of online events. However, most still find it challenging to build a demand generation machine that turns out audience and fuels their sales department with quality leads. Join David Pitta with BrightTALK’s Online Events Academy as he lays out the steps needed to build your own event machine this quarter.

1. How to Build a Demand Generation Machine with Online Events

2. 2 HOST PROGRAM BrightTALK™ ONLINE EVENTS ACADEMY @brighttalk David Pitta Evangelist @davepitta PRODUCER Kathryn Kilner Marketing Coordinator @kkilner Online Events Academy #OEAevent

4. Content Management

5. Event Process

6. Lead Management

8. 5 Social Monitoring Resource Center Technology Stack Events Platform Email Platform Marketing Automation CRM

9. Social Monitoring Tips Social Monitoring Use team management capabilities Integrate with accounts across social networks Monitor brand mentions and track activities by team member Resource Center Events Platform Email Platform Marketing Automation CRM 6

10. Resource Center Tips Social Monitoring Organize content based on relevancy Customize landing pages Optimize with website analytics Resource Center Events Platform Email Platform Marketing Automation CRM 7

11. Event Platform Tips Social Monitoring Embed your events on your website Offer content on demand immediately following the event Ask for registration – once Resource Center Events Platform Email Platform Marketing Automation CRM 8

12. Email Platform Tips Social Monitoring Segment your list to provide the most relevant content to a targeted audience Use dynamic content fields to personalize emails Measure the effectiveness of email design Resource Center Events Platform Email Platform Marketing Automation CRM 9

13. Marketing Automation/CRM Tips Social Monitoring Connect through API’s rather than custom integration Keep database organized and deduped Map data collected to individual prospects/customers Resource Center Events Platform Email Platform Marketing Automation CRM 10

14. Content Strategy 11

15. Content by Funnel Stage Awareness Market/Industry/Customer pain points Consideration Case studies and whitepapers Preference Product and service information Loyalty Educational material, success stories, support 12

16. Content Frequency WEEK MONTH QUARTER ANNUAL 13

17. Content Development Quality content targeted to the right audience is the fuel for this machine 14

18. 15 Event Process 1 2 3 4 5 6

19. Event Process Event 1 2 3 4 5 6 1 2 3 4 5 6 Promotion Scheduling Delivery Remarketing Post Event Management Content Development 16

21. Keep a consistent content schedule

22. Consider audience viewing patterns: Tuesday through Thursday are the most crowded days for events, people watch on-demand 5 days a weekEvent 1 17

24. Start with a strategy and target specific audience

25. Reuse quality contentEvent 2 18

27. Focus on growing your database and segments based on content

28. Broadcast your events from social media accounts and join relevant conversationsEvent 3 19

30. Communicate what the audience cannot see

31. Practice until polishedEvent 4 20

33. Load, score, refresh, and assign leads on a consistent schedule

34. Track event viewings details per leadEvent 5 21

36. Publish vote results

37. Round out your content schedule by planning to promote on-demand assetsEvent 6 22

38. 23 Lead Management

39. 24 Know the answer: What is a lead? Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): Viewing data:: Questions asked: Vote: Answer: Feedback: Rating: Interactivity 10% Consumption 20% Demographics 40% Engagement 20% Sentiment 10% A C D B D B A A C D B A C B A D A C On-demand Live event

40. Demographics (40%) 25 Intelligence available to your Account Managers & Channel Partners Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating 4 / 5 John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Yes, I accept Rank geography, industry, company size and seniority

41. Consumption (20%) 26 Intelligence available to your Account Managers & Channel Partners Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating 4 / 5 Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Yes, I accept Rank viewing status / duration, event title, channel name and embed referral

42. Engagement (20%) 27 Intelligence available to your Account Managers & Channel Partners Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating 4 / 5 Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Yes, I accept Rank questions asked, was it answered, was it prioritized, did it include keywords

43. Interactivity (10%) 28 Intelligence available to your Account Managers & Channel Partners Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating 4 / 5 Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Yes, I accept Rank answers to surveys or polls

44. Sentiment (10%) 29 Intelligence available to your Account Managers & Channel Partners Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating: 4 / 5 Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Yes, I accept Rank feedback on presentation

45. Lead Score: A 76 / 100 Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): Name: Company: Title: Phone: Email: Level: Company size: Industry: Country: State: Zip: Survey (terms): John Smith Virtualized Data Center Manager 415-555-1234 jsmith@virtualized.com Director 2500-5000 High tech USA CA 94105 Yes, I accept Viewing data: Questions asked: Vote: Answer: Feedback: Rating Viewing data: Enterprise Cloud Solutions: Focus on Flexibility Live 25:30 Virtualized Data Center Roundtable Recorded 38:20 Questions asked: What do you see as the future of the cloud? Private and internal or public/external? What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems? Vote: Are you considering a Cloud Services Initiative? Answer: Yes, currently in planning stage Feedback: Great presentation! Rating 4 / 5 Interactivity: 7 5 points for participating 1-5 based on answer Consumption: 12 Extra points for viewing multiple events and above average duration Demographics: 38 Meets target geo, industry, and company size and BANT questions Engagement: 20 10 points for question 5 points for marked as answered 5 points for marked as prioritized Sentiment : 9 1 point per star 5 points for feedback C A D B 30 D B A A C D B A C B A A D C On-demand Live event

46. 31 Business Intelligence Analytics Reporting Intelligence

47. Measure Leads Generated Analytics Reporting Intelligence 32

48. Measure Lead Quality Analytics Reporting Intelligence 33

49. Measure Cost Per Lead Analytics Reporting Intelligence 34

50. Measure Return on Investment Analytics Reporting Intelligence 35

51. B2B Demand Generation Event Machine ContentStrategy Lead Management Business Intelligence Event Execution Technology Stack Social Monitoring Resource Center Events Platform IdentifyObjective Analytics Reporting Intelligence Email Platform Marketing Automation CRM 6 1 2 3 4 5 36

52. 37 Q&A