Cvent & Event Marketing

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Information about Cvent & Event Marketing

Published on August 1, 2020

Author: GrahamPower

Source: slideshare.net

1. ACTIVATING EVENT DATA TO DRIVE REVENUE Insert Date

2. EVENTS DRIVE THE CUSTOMER LIFECYCLE 6.5 ROI 1,000s 100s20-40%

3. Marketers have embraced digital transformation… What about Events?

4. How Can We Activate Event Data to Drive Revenue? How Can We Maximize the Impact of our Events?

5. Determining the right data to capture for each type of event, and at each stage of event execution THE RIGHT DATA Integrating event data with your CRM and MAP to enable rapid, relevant follow-up MARKETING SALES QUICKLY & INTELLIGENTLY ACTIVATED Automating data capture across all your events to build a profile of buyer interest CONSISTENTLY CAPTURED

6. THE RIGHT DATA Pre Event During Event Post Event • Check-in • Session attendance • Session feedback • Poll responses • Social posts • Speaker ratings • Session ratings • Booth visits • Trade show scans • Product demos • 1:1 appointments • Activations • Audience segmentation • Registration Status • Registration data • Custom questions • Pre-event surveys • Session enrollment • Attendee SAT scores • Survey responses • Event cost • Event revenue • Event ROI • Campaign opens, clicks, views, form fills etc.. Data Elements: Data Elements: Data Elements:

7. TIER 3 EVENTS TIER 2 EVENTS TIER 1 EVENTS EVENT REGISTRATION FORMS CHECK-IN & BADGING MOBILE EVENT APPS (FEEDBACK AND ENGAGEMENT) APPOINTMENTS LEAD CAPTURE SESSION SCANNING/ATTENDEE TRACKING / RFID SURVEYS MEETING NOTIFICATIONS AND SPEND APPROVALS CONSISTENTLY CAPTURED: HOSTED EVENTS BRAND, AUDIENCE ACQUISITION REPORTING ANALYTICS eMARKETING

8. TIER 3 EVENTS TIER 2 EVENTS TIER 1 EVENTS LEAD CAPTURE APPOINTMENTS REGISTRATION, CHECK-INS, FEEDBACK (EVENTS WITHIN THE EVENT) MEETING NOTIFICATIONS AND APPROVALS CONSISTENTLY CAPTURED: TRADE SHOWS YOU ATTEND BRAND, AUDIENCE ACQUISITION REPORTING ANALYTICS

9. Route to Sales Marketing Nurture Analytics CRM MAP CDP/Data Lake QUICKLY AND INTELLIGENTLY ACTIVATED

10. HOW CVENT HELPS

11. PERSONALIZED EVENT MARKETING Increase event attendance and trade show leads with smart, multi -channel outreach and consistent lead capture and qualification tools INTEGRATED ATTENDEE INSIGHTS Drive more revenue by using comprehensive event data to paint one version of the truth, shared quickly with Sales and Marketing systems to take the next best action A SINGLE, UNIFIED PLATFORM Amplify the impact of all your events through standardization, unified and secure technology CAPTURE CONVERT SCALE

12. CAPTURE Customizable “front doors” for all your events Relevant messaging and nurture that drives response Personalized registration experiences to optimize conversion and insights Universal lead capture tools improve trade show lead volume and yield BRANDED EVENT WEBSITES AUTOMATED, TARGETED OUTREACH MULTIPLE, CUSTOM REGISTRATION PATHS AUTOMATED, CONSISTENT TRADE SHOW LEAD CAPTURE

13. CONVERT One, complete view of the attendee improves campaign effectiveness and accelerates path to revenue Quickly connect sales with prospect insights to accelerate and optimize follow up Integrate event data with proprietary in-house systems to enable visualization and action. Disparate event data is unified and visualized for better insights and evidence of impact MARKETING AUTOMATION INTEGRATIONS CRM INTEGRATIONS CUSTOM API / OPEN ACCESS ADVANCED, CUSTOM INSIGHTS & ANALYTICS

14. QUICKLY AND INTELLIGENTLY ACTIVATED: INSIGHTS EVENT INSiGHTS ATTENDEE INSIGHTS SESSION INSIGHTS TRADE SHOW INSIGHTS

15. SCALE Solution scale & breadth to facilitate adoption and standardization across all your hosted and sponsored events Consistent, high data security and privacy standards across all products to ease compliance management. 24/7/365 right-size support delivery models, including on-site project management, delivered with 95% CSAT, ONE INTUITIVE PLATFORM FOR ALL YOUR EVENTS UNIFIED, COMPREHENSIVE DATA SECURITY POSTURE SCALABLE SUPPORT MODELS

16. NEXT STEPS – HOW CAN WE HELP? Simplify the tech stack Identify the right data to capture WorkshopIdentify the right event for the job

17. Deep Integrations into native workflows of Marketo, Eloqua, Salesforce, and others Simplify Your Tech Stack 80% of the Fortune 100 Use Cvent Data Security and Privacy We’re where you already work A single platform with the product breadth and depth to handle all your events, big and small Trusted Partner Certified, enterprise class compliance across all products WHY CVENT?

18. Let’s stay in touch! THANK YOU

19. Pull slides as needed APPENDIX

20. EVENT PROGRAM KILLERS: THE SYMPTOMS STALLED/DECLINING LEAD GROWTH INABILITY TO PROVE EVENT IMPACT SLOW, UNAUTOMATED FOLLOW UP INABILITY TO SCALE

21. MANUAL PROCESSES AND TECHNOLOGY FRAGMENTATION CAN’T SCALE EVENTS AS “OFFLINE” MENTALITY DATA SILOS OBSCURE THE FULL PICTURE AND SLOW RESPONSE EVENT PROGRAM KILLERS: THE CAUSE

22. CVENT’S VIEW

23. SMALL IMPROVEMENTS CAN DELIVER BIG IMPACT... EVENT LEADS More leads, better qualified SALES QUALIFIED LEADS To Sales and Marketing faster OPPORTUNITIES Enabling more relevant, timely follow up DEALS Driving more deals and revenue EVENT LEADS SALES QUALIFIED LEADS OPPORTUNIUTIES GROWTH & LOYALTY DEALS

24. +34 Deals +$1.7M in Revenue EXAMPLE: 1% LIFT , $50K ASP 1%LIFT EVENTS MARKETING FUNNEL BASELINE 1% LIFT # OF EVENT LEADS (MQLS) 10,000 10,100 SALES QUALIFIED LEADS 30% 31% OPPORTUNITIES 25% 26% OPPORTUNITY CLOSE RATE 40% 41% DEALS FROM THE EVENT 300 334 REVENUE IMPACT FROM THE EVENT $15,000,000 $16,688,230

25. INTEGRATED SO YOU CAN TAKE THE NEXT BEST ACTION BLOG READ WEB PAGE VISITS TRADE SHOW DISCUSSION EMAIL OPEN > WHITE PAPER DOWNLOAD SEMINAR REGISTER AND ATTEND EMAIL OPEN & CASE STUDY DOWNLOAD USER CONFERENCE ATTENDANCE

26. QUICKLY AND INTELLIGENTLY ACTIVATED

27. SESSION ATTENDANCE S1 S2 S3 1 1 2 2 2 3 3 3 Persona 1 Persona 2 SESSION ENGAGEMENT S1 S2 S3 1 1 2 2 3 3 3 TRADE SHOW V1 V2 V3 1 1 1 2 2 2 3 3 SEGMENTATION CRITERIA Persona 3 ACTIVATION – SEGMENTATION BY PERSONA

28. SESSION ATTENDANCE S1 S2 S3 1 1 2 2 2 3 3 3 Industry 1 Industry 2 SESSION ENGAGEMENT S1 S2 S3 1 1 2 2 3 3 3 TRADE SHOW V1 V2 V3 1 1 1 2 2 2 3 3 SEGMENTATION CRITERIA Industry 3 ACTIVATION – SEGMENTATION BY INDUSTRY

29. Leslie Marshall Head of Experiential Marketing • Event Management • OnArrival 360 • Mobile Event Apps • Lead Retrieval • Session Scanning / RFID CVENT SOLUTIONS: REAL RESULTS – MORNINGSTAR 1,637 ATTRIBUTED MQLs Named Top 5 Marketing Campaign 59 Attributed Sales Opportunities 13,809 ATTENDEES ACROSS 150 GLOBAL EVENTS 150 GLOBAL EVENTS “Using Cvent, we could show Senior Management that our Investment Conference supported $4M in revenue 12 Closed Won Deals TOTAL EVENT PROGRAM

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