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Five 
Strategies 
To 
Increase 
Event 
ROI 
#EventROI 
Sponsored 
by:
#EventROI 
GoToWebinar 
// 
Ques<ons 
Type 
ques8on 
here
#EventROI 
Follow 
this 
webinar 
on 
TwiAer 
#EventROI
About 
Demand 
Gen 
Report 
• Launched 
in 
2007 
to 
track 
best 
prac<ces 
in 
lead 
genera<on 
• NewsleAer 
has 
grown ...
#EventROI 
Panelists 
MODERATOR: 
Kim 
Zimmermann 
Managing 
Editor, 
Demand 
Gen 
Report 
Alex 
Rolfe 
Manager, 
Event 
S...
Page 
6 
#MKTGNATION14 
© 
2014 
Marketo, 
Inc. 
Five Strategies to 
Increase Event ROI 
Get 
more 
value 
from 
marke<ng ...
Agenda 
• Why events? 
• How events accelerate sales 
• 5 strategies to increase event 
ROI 
• Case study: Moody’s Analyti...
Landscape 
• Almost two-thirds of CMOs believe ROI will be the primary 
measure of their effectiveness in the future. 
- I...
Webinars 
Seminars 
Trainings 
Social Events 
Networking Events 
Lunch & Learns 
Executive Forums 
Road Shows 
Field Marke...
Why host events? 
83% 
72% 72% 
57% 
46% 
32% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
Generate leads Customer 
e...
Events are a highly effective marketing channel. 
Sources: 2014 B2B Content Marketing Trends—North America: Content Market...
Events accelerate sales. 
Sales Funnel Events 
Awareness 
All Names 
Engaged 
Prospect 
Marketing Qualified Lead 
Sales Qu...
Events create touch points. 
Social 
Check-in 
Crowd Sourcing 
Registration 
Onsite 
Mobile 
Attendance 
Expo 
Qualificati...
Poll 
What kinds of events do you host? (Select all that apply) 
q User conferences 
q Sales meetings 
q Regional confe...
5 Strategies for 
Increasing Event 
ROI
#1 – Engage. Engage. 
Engage. 
• Begin attendee 
journey immediately 
• Encourage desired 
behaviors 
• Make events releva...
Event apps engage attendees 
• Personalize the event 
experience 
• Tap into the voice of 
your attendees, get real-time 
...
#2 – Align internally. 
• Events touch many 
departments 
• Maximize quality leads, 
pipeline opportunities 
• Capture key...
Poll 
Do you currently use an event management 
platform? 
q Yes 
q No 
q N/A
#3 – Harness the power 
of technology. 
• 80% of event process is 
manual* 
• Event management 
platform software 
• Centr...
#4 – Get a bird’s 
eye view. 
• Increase visibility with 
sophisticated reporting 
• Develop KPIs to make 
better decision...
Get to know your attendees.
#5 – Integrate. 
• Develop a 360 degree profile of attendees 
• Align marketing even more closely with sales 
• Incorporat...
Poll 
What technologies are you using to process and 
manage leads? (Choose one) 
q Marketing automation 
q Marketing au...
Overall, event ROI is 
improving… 
Brands that saw a 2 to 1 return or higher. 
Brands that saw a 5 to 1 return or higher 
...
Case Study 
By providing leading-edge software, advisory 
services, and research, Moody’s Analytics advances 
best practic...
Maximize value of leads 
• Event team’s goal: find, win and retain 
business in new and established markets 
• But losing ...
Solution: 
Integrate systems
“Understanding the value delivered 
from leads is one good strategy to get 
at ROI—and ROI is playing a big role 
in our g...
Thank you! 
Questions? Contact me. 
Alex Rolfe 
arolfe@cvent.com 
Visit www.cvent.com 
or find Cvent on social media
MODERATOR: 
Kim 
Zimmermann 
Managing 
Editor, 
Demand 
Gen 
Report 
#EventROI 
Q&A 
// 
Panelists 
Alex 
Rolfe 
Manager, ...
Thanks 
for 
aAending 
this 
webinar! 
Please take the short post-event
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Five Strategies To Increase Event ROI

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Demand Gen Report webinar presented by Cvent

#EventROI

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Five Strategies To Increase Event ROI

  1. 1. Five Strategies To Increase Event ROI #EventROI Sponsored by:
  2. 2. #EventROI GoToWebinar // Ques<ons Type ques8on here
  3. 3. #EventROI Follow this webinar on TwiAer #EventROI
  4. 4. About Demand Gen Report • Launched in 2007 to track best prac<ces in lead genera<on • NewsleAer has grown to more than 26,000 readers • We also offer a menu of research and best prac<ces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
  5. 5. #EventROI Panelists MODERATOR: Kim Zimmermann Managing Editor, Demand Gen Report Alex Rolfe Manager, Event Solu<on Sales Cvent
  6. 6. Page 6 #MKTGNATION14 © 2014 Marketo, Inc. Five Strategies to Increase Event ROI Get more value from marke<ng events. Alex Rolfe
  7. 7. Agenda • Why events? • How events accelerate sales • 5 strategies to increase event ROI • Case study: Moody’s Analytics
  8. 8. Landscape • Almost two-thirds of CMOs believe ROI will be the primary measure of their effectiveness in the future. - IBM Global CMO Study • CMOs will spend more on IT than counterpart CIOs by 2017. - Gartner • 59% of chief marketers list “digital marketing makeover” (involving platforms, programs, and people) as the number one transformational project in 2014. - MarketingProfs
  9. 9. Webinars Seminars Trainings Social Events Networking Events Lunch & Learns Executive Forums Road Shows Field Marketing Holiday Party Conferences Incentives Sales Kickoff User Conferences Investor Meetings Sporting Events Board Meetings Galas Fundraisers Auctions
  10. 10. Why host events? 83% 72% 72% 57% 46% 32% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Generate leads Customer engagement Build brand Product education and training Drive demand Customer upsell Source: BtoB Magazine: State of Event Marketing, July 2011
  11. 11. Events are a highly effective marketing channel. Sources: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs, 2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  12. 12. Events accelerate sales. Sales Funnel Events Awareness All Names Engaged Prospect Marketing Qualified Lead Sales Qualified Lead Opportunity Customers Marketing Sales Event Marketing Attendee Reg-istration Engage with Content Event Leads Follow up Cam-paigns
  13. 13. Events create touch points. Social Check-in Crowd Sourcing Registration Onsite Mobile Attendance Expo Qualification Survey Product Visits Feedback Personal Agenda Demographics Registration Info LinkedIn Connections Meetings Tweets Portals Kiosks Smart Phones Tablets Event Guide Personal Agenda Messaging Break-outs Sessions Receptions Expo Visits Keynote Meals Lead Scans Product Requests Conference Eval Sponso r Session Surveys Speaker Surveys Touch points
  14. 14. Poll What kinds of events do you host? (Select all that apply) q User conferences q Sales meetings q Regional conferences / road shows q Webinars / virtual events q Other
  15. 15. 5 Strategies for Increasing Event ROI
  16. 16. #1 – Engage. Engage. Engage. • Begin attendee journey immediately • Encourage desired behaviors • Make events relevant, personalized, compelling Cvent SocialWall
  17. 17. Event apps engage attendees • Personalize the event experience • Tap into the voice of your attendees, get real-time feedback • Facilitate interaction with you, exhibitors, each other Source: EventTrack 2014, Event Marketing Institute
  18. 18. #2 – Align internally. • Events touch many departments • Maximize quality leads, pipeline opportunities • Capture key data at registration • Understand content absorption • Develop onsite lead generation strategy • Use event data Event Planning Business Objectives Marketing Sales
  19. 19. Poll Do you currently use an event management platform? q Yes q No q N/A
  20. 20. #3 – Harness the power of technology. • 80% of event process is manual* • Event management platform software • Centralizes functions, greatly empowering event planners • Cut costs 20-30%** • Increases attendance up to 20%* * Source: Frost and Sullivan 2013 ** Source: Aberdeen Group 2012
  21. 21. #4 – Get a bird’s eye view. • Increase visibility with sophisticated reporting • Develop KPIs to make better decisions • Minimize time to report to key stakeholders
  22. 22. Get to know your attendees.
  23. 23. #5 – Integrate. • Develop a 360 degree profile of attendees • Align marketing even more closely with sales • Incorporate rich event data into existing systems • Tie event investments to the revenue cycle CRM Marketing Source: EventTrack 2014, Event Marketing Institute Automation Event Management System Data Data
  24. 24. Poll What technologies are you using to process and manage leads? (Choose one) q Marketing automation q Marketing automation and CRM / database q CRM / database only q MS Excel q Other q None of the above
  25. 25. Overall, event ROI is improving… Brands that saw a 2 to 1 return or higher. Brands that saw a 5 to 1 return or higher doubled. Source: EventTrack 2014, Event Marketing Institute 2013 55% 2014 63%
  26. 26. Case Study By providing leading-edge software, advisory services, and research, Moody’s Analytics advances best practices for measuring and managing risk.
  27. 27. Maximize value of leads • Event team’s goal: find, win and retain business in new and established markets • But losing value on leads processed manually, with sluggish follow up • How to measure event . value, long-term sales conversions of leads?
  28. 28. Solution: Integrate systems
  29. 29. “Understanding the value delivered from leads is one good strategy to get at ROI—and ROI is playing a big role in our go/no-go decisions for events.” Marianne Steckert Sr. Director of Americas Events & Outreach, Moody’s Analytics
  30. 30. Thank you! Questions? Contact me. Alex Rolfe arolfe@cvent.com Visit www.cvent.com or find Cvent on social media
  31. 31. MODERATOR: Kim Zimmermann Managing Editor, Demand Gen Report #EventROI Q&A // Panelists Alex Rolfe Manager, Event Solu<on Sales Cvent
  32. 32. Thanks for aAending this webinar! Please take the short post-event

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