engagement: the ultimate metric to demonstrate event roi

#DDROEM

Engagement: The Ultimate Metric toDemonstrate Event ROI

Event Marketing Resources

Presented By:

Lindsey LyleHead of Events@mrslindseylyle

Justin GonzalezSenior Marketing Manager

@justinSF

#DDROEM

Event Marketing Resources

Stick Around for Valuable

Content!

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Today’s AgendaRise of the Event Marketer

Set Engagement Goals to Demonstrate ROILeverage Your Data Wisely

Event Marketing Resources

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The marketing landscape is evolving.

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Short term goals like lead generation and velocity are no longer sufficient.

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Marketers must now focus on building lasting relationships with prospects and customers.

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Consider:Are they engaged with your brand?

Will they remain loyal to your brand amongst constant competition for attention?

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ENGAGEMENT MARKETING

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How familiar are you with event apps?Marketing used to be about what you said to people, now it’s what you do for people. You have to come into the business to add value to the lives of your customers and clients.

Kevin JacksonDirector of Ideas and InnovationThe Experience is the Marketing

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New marketing technologies are making it simpler than ever to engage prospects and customers.

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Digital Marketing is measurable, but one-directional.

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Trackable Metrics:Email Open Rates

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Trackable Metrics:Email Open RatesConversions

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Trackable Metrics:Email Open RatesConversionsOnline Ad Impressions

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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb Traffic

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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through Rates

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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through RatesContent Downloads

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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through RatesContent DownloadsContent Shared

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Trackable Metrics:Email Open RatesConversionsOnline Ad ImpressionsWeb TrafficClick Through RatesContent DownloadsContent SharedBounce Rate

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Welcome to the age of live engagement marketing.

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Live events are the only way to supercharge dialogue with leads, prospects, and customers.

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Live events create the perfect storm of engagement by creating real relationships with constant connections.

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But, event marketers face a few challenges when measuring engagement at events.

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It’s no longer sufficient to measure event performance with post event surveys, lead counts, and attendance.

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Event profs must identify and evaluate the live moments that impact the event and consequently the business’s success.

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In order to do so, event marketers must become more data-driven like their marketing counterparts.

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Today’s AgendaRise of the Event Marketer

Set Engagement Goals to Demonstrate ROILeverage Your Data Wisely

Event Marketing Resources

#DDROEM

How familiar are you with event apps?People still want that in-person connection. Event programs offer the face-to-face engagement that helps move your leads down the funnel at a higher conversion rate than most other marketing channels.

Lindsey LyleSenior Event Marketing ManagerDoubleDutch

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Event programs move leads down the sales funnel at a higher conversion rate.

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Known Lead

MQL

Typical Sales Cycle

30 days

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Known Lead

MQL SQL Opportunity

Typical Sales Cycle

30 days 15 days

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Known Lead

MQL SQL Opportunity Close

Typical Sales Cycle

30 days 15 days 30 days

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Known Lead

MQL

Sales Cycle with Event Influence

30 days

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Known Lead

Sales Cycle with Event Influence

30 days

MQL SQL Opportunity Event Close

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Known Lead

Sales Cycle with Event Influence

30 days 15 days

MQL SQL Opportunity Event Close

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Dozens of marketing campaigns unfold at a single event.

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Set expectations early.

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1. Meet with key stakeholders and identify objectives of event together.

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2. Brainstorm ways of tracking and measuring these objectives.

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3. Communicate event programs’ business objectives pre-event, during, and post-event with all hands involved.

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Metrics for Attendees: what do those happy faces mean for your business’ bottom line?

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Metrics for Attendees:

Event registrationsMeeting requests

Email signupsAttendee referrals

Sales callsProduct demos

Product purchases

Sales Pipeline

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Metrics for Attendees:

Event registrationsMeeting requests

Email signupsAttendee referrals

Sales callsProduct demos

Product purchases

Traditional mediaSocial media

Attendee influenceWebsite traffic

Sales Pipeline

Brand Building

#DDROEM

Metrics for Attendees:

Event registrationsMeeting requests

Email signupsAttendee referrals

Sales callsProduct demos

Product purchases

Traditional mediaSocial media

Attendee influenceWebsite traffic

Returning attendeesSession bookmarksSession attendance

Engagement frequencyAttendee sentimentNumber of followers

per attendee

Sales Pipeline

Brand Building

Attendee Engagement

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Sponsors and exhibitors are the lifeblood of many events; make sure they want to return and increase their investment.

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Metrics for Sponsors:

Booth trafficMeeting requests

Demos scheduled/givenQuality of contacts

Sales generated

Sales Pipeline

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Metrics for Sponsors:

Booth trafficMeeting requests

Demos scheduled/givenQuality of contacts

Sales generated

Media mentionsAttendee sentimentSponsor sentimentIncrease in sponsor

retention

Sales Pipeline Brand Building

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Targeted offers give exhibitors the power to send specific messages to the right audience in order to drive the desired traffic to their booth.

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How familiar are you with event apps?What technology does is like taking Picasso up to modern day and giving him Photoshop.

Adam ParryEditor in ChiefEvent Industry News

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Equip yourself with the right software and tools.

Marketing Automation(Marketo)

Customer Relationship Management(Salesforce)

Live Engagement

Platform(DoubleDutch)

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Today’s AgendaRise of the Event Marketer

Set Engagement Goals to Demonstrate ROILeverage Your Data Wisely

Event Marketing Resources

#DDROEM

Leverage your data wisely.

EVALUATE & BENCHMARK

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Leverage your data wisely.

Take all metrics from the event and compare them to your goals.

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Consider:1. How did your metrics perform against

your goal?

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Consider:1. How did your metrics perform against

your goal? 2. Did you surpass your goal?

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Consider:1. How did your metrics perform against

your goal? 2. Did you surpass your goal?3. If not, what changes can you

make?

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Consider:1. How did your metrics perform against

your goal? 2. Did you surpass your goal?3. If not, what changes can you make?4. Immediately establishing

benchmarks for next time to compare results.

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Leverage your data wisely.

EVALUATE & BENCHMARK

INFLUENCE & DRIVE

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Leverage your data wisely.

Don’t just look at data – use it.

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Consider:1. What does data tell you about

attendees’ interests, patterns, and learnings?

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Consider:1. What does data tell you about

attendees’ interests, patterns, and learnings?

2. What’s the best way to follow up with attendees based on these findings?

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Consider:1. What does data tell you about

attendees’ interests, patterns, and learnings?

2. What’s the best way to follow up with attendees based on these findings?

• Should a sales rep reach out post-event?

#DDROEM

Consider:1. What does data tell you about

attendees’ interests, patterns, and learnings?

2. What’s the best way to follow up with attendees based on these findings?

• Should a sales rep reach out post-event?

• Should you follow up with specific content?

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Leverage your data wisely.

EVALUATE & BENCHMARK

INFLUENCE & DRIVE

TRACK & OPTIMIZE

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Leverage your data wisely.

Sit back and track results against business’s bottom line.

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Consider:1. Conversion rate

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Consider:1. Conversion rate2. Win rate

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Consider:1. Conversion rate2. Win rate3. Deals closed

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Consider:1. Conversion rate2. Win rate3. Deals closed4. Dollars won

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Consider:1. Conversion rate2. Win rate3. Deals closed4. Dollars won 5. Retention earned

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It’s important to check back in months post-event to see your event’s influence over these metrics over time.

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If you can measure it, you can make it better.

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Check out the complete guide to demonstrating event ROI

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Engagement: The Ultimate Metric toDemonstrate Event ROI

Event Marketing Resources

Presented By:

Lindsey LyleHead of Events@mrslindseylyle

Justin GonzalezSenior Marketing Manager

@justinSF