© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Definitive Guide to Events Webinar Series
Everything You Need to Know to Kill it in Online and Offline Events
#DG2EM
© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Heidi Bullock
Director of
Marketing
@HeidiBullock
Dayna Rothman
Content Marketing
Manager
@dayroth
Sandra Freeman
Director, Marketing,
The Marketing
Cloud™
@mktgcloud
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag: #DG2EM
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Powerful and easy marketing automation, lead nurturing, and lead scoring
• >2500 customers that span a variety of industries and sizes
• Award winning products
• And we run a lot of events!!!
Marketo Overview
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Types of Events
Online
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Types of Events
Online Physical
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Include Events in Your Mix?
1. Branding and awareness
2. Generating leads
3. Engaging with prospects and existing customers
4. Educating attendees In-person engagement matters!
You may know these points, but…..
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Event Challenges
CEO
Event Plan Discussion
You
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Event Challenges
You think the event was a success, but it’s challenging to show the ROI
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Event Challenges
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 1: Set Goals Upfront
What does success look like? Define
with key stakeholders upfront.
Pre-Event:
Engagement
# downloads on your asset
Jan Feb Feb Apr May Jun
Tradeshow Example
During Event:
# booth visits, # demos, #
attended talk
Post-Event:
# downloads on slides - on
follow up email
Leads -> Opportunities
15
3 closed deals
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 2: Design Programs to be
Measureable
• Once you have the goals, decide HOW you will measure – make sure you have a system in place
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Example: Measure to Prove ROI G
oo
d
Bet
ter
Be
st
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 3: Have a Plan
Do not go into any event blind.
Make sure it is clear:
1. Who
2. What
3. Where
4. When
5. Why
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 4: Stand Out!
People are busy - why are you interesting?
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Success Secret 5: Multi-Touch Promotion
Typical Webinar Promotion:
Series Invite + Big Bang Press Release
T-2 weeks invite
T-1 weeks invite v2
T-2 days invite
Typical Webinar Confirmation:
Confirmation Email
Reminder 2 days prior – Email and Boxpilot
Reminder 1 hour prior
Typical Webinar Follow-up:
Minutes after event with slides
1-2 days later with recording
Phone call (Leads)
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 6: Follow-Up Fast
1. Email with slides out within the hour
2. Recording out within 48 hours
3. Immediate sales notifications and “interesting moments”
4. Follow-up survey included requests for a demo
5. Follow-up offers to continue engagement
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Success Secret 7: Make it Scalable
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Virtual Events
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What is a virtual event?
Cost effective way to experience the full benefits of a virtual event without the expensive manpower, travel, and time away from the office!
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To Sponsor or to Host?
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Good to Great: A Marketing Virtual Event
• Hosted virtual event using ON24
• 14 Sessions/ 3 tracks
• Exhibit hall with 53 Sponsors
• 3 invites and 2 reminder emails sent
• 10,183 registered
• 3,121 attended
• Good to Great Keynote post-event content 7,007 views
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Event Timeline Example
• Choose date
• Choose vendor
• Assign Booth and session management
• Create agenda
• Acquire sponsors and speakers
• Determine promotion schedule
• Choose look and feel
• Create or choose content for booth
• Event go-live
• Post event promotion
• Post event archived environment access
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Event Cost Considerations
Things to keep in mind:
• Technology Platform
• Content Creation
• Creative Services
• Promotions
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Booth and Session Management
• Event Manager—sessions • Session content coordination
• Communicating with speakers
• Moderating sessions
• Event Manager—exhibit hall • Assigning booth staff
• Booth design
• Upload content and videos
• Determine prizes or giveaways
• Approval for booth edits
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Content Agenda Example
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Sponsorships Packages
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Promotion Schedule
• Email • 3 invites
o Starting 2 weeks out
• Sponsor invites
• 2 reminders
o 1 day before event and 1 hour
• Social • Starting 3 weeks out
• 1 tweet per day
• 2 posts a week on FB/G+
• Day before 1 post/1 tweet per day
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Look and Feel
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Booth and Exhibit Hall Content
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Giveaways For Engagement
• Exchanging vCards
• Visiting your booth
• Attending a session
• Downloading content
• Completing a survey
• Participating in group chat
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-Event Content
• All sessions posted to resources
• Slides made available
• Videos made available
• eBook created from Keynote session
© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Physical
Events
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Let’s Take a Look at More Examples
• Hybrid Event: Roadshow + Live Video Webcast
• User Conference
• Tradeshow
• Networking Party
Take Away Tips: Planning + Execution
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Hybrid Event: Roadshow + Live Webcast
• Austin, Texas Live Event @ Hotel
• Plus Live Video Webcast
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Live Video Webcast
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Live Video Webcast
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Hybrid Event: Key Takeaways
Planning: • Budget for Hotel Internet Access
• Detailed Production Schedule
• Pre-event coordination: o Technical: Hotel, AV, Video Crew, ON24
o Speakers: Panelists, Moderator, Clear Directions
Execution: • Dedicated Resources
Live and Online
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Summit - Key Roles/Responsibilities N
am
e
Project Mgr.
Technical
Event Video
Web
Look & Feel
Nam
e
Session Management
Customer Videos/Case Studies
CAB
Nam
e
Sponsor Packages
Pavilion Logistics
Communication
Nam
e
Promotions & Reg
Budget
Upsell
Nam
e
Event Logistics (F&B)
Event Staffing
Nam
e
Press Meetings
Analyst Track
Nam
e
Ent. Exec Prospect/Cust.
Onsite Meetings
Nam
e
POC for Sales
Nam
e
Prospect Participation & Track N
am
e
Onsite Demos & Collateral
Nam
e
Social Promotions
Speaker/Blog Interviews
Influencer Participation
Nam
e
Customer Support & Help
Keynote Content/Speakers
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo User Summit
Planning: • Email Promotion Schedule
• Save the Date
• Registration Open
• Sessions Announced
Execution: • Promotion Segments
• Social Referral
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Marketo User Summit - Sponsorships
Planning: • Sponsorship Tiers
based on Value
Execution: • Sponsor Handbook
• Ongoing Communication
• Dedicated Onsite
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tradeshows – Dreamforce!
Planning: • Cross-Functional Team
• Be in the Know!
Execution: • Be Engaging!
• Drive to Booth
• Onsite Meetings
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Large Networking Party at SFMOMA
Planning: • Partner Promotion Kit
• Over Communicate!
Execution: • Printed Invite Cards
• Security
• Line Management
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Networking Party –
Partner Branding Examples
• Photo Booths
• Logo Napkins
• Lighted Swizzles
• Gobos on Walls
• VIP Giveaways
• Social Contest
• Specialty Drinks
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3 Big Key Takeaways
1. Identify what success looks like up front
2. Have a great plan beginning to end
3. Execute on that plan!
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Q&A
bit.ly/Z6PSba
© 2013 Marketo, Inc. Marketo Proprietary and Confidential © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!