EVENT MARKETING:  ATTENDEE & BUSINESS INSIGHTS

ONELOBBY.COM

THE PROBLEM

Meet Maureen (aka Mo, the CMO). Mo is the CMO of a large tech company. Mo has a HUGE problem. Mo’s company spends millions and millions on events with no easy way to measure the ROI. Like other forms of marketing, its hard to associate a sale with a touch point like an event.

Wells Fargo, HP, Under Armour, Volvo, Southwest Airlines, Symantec, SAP, Pepsi, Hilton, Monster, GE, & GM, Cisco, Bayer, and Adidas have all identified this as a problem in the CMO council’s Customer Attainment from Event Engagement report. Mo’s company, like other members of Global 2000 spend 20% of their marketing budget on events totally $396 Billion annually. Like we said, it’s a huge problem. Would you spend $396 Billion without knowing what you are getting in return? Adding to Mo’s troubles are the insights on the event’s attendees. She finds it hard to make a decision on which events to exhibit at based on the demographics provided.

Measuring BUSINESS INSIGHTS of Events

By tracking and reporting on meaningful attendee and post event data, CMOs, like Mo, can tailor event marketing to increase ROI for their events

OUR SOLUTION

Measure exactly how much pipeline the event is touching & influencing  

Post event, measure your ROI of the event and Revenue per attendee. Use this data to determine which events to double down on or pass.

Discover exactly how many new customers were acquired at the event, conversion rates and acquisition costs!

Measuring ATTENDEE INSIGNTS of Events

By measuring exactly who the event is influencing and touching, CMO’s can improve communications to existing attendees and find new ones.

OUR SOLUTION

Automatically generate a business profile of your attendee. Know who they work for, the size of the company and top jobs!

Find where attendees live online. Advertise to current customers and find new ones in the social networks used most by you audience!

Measure attendee’s likes, interests and professional skills for better event content.

Increase sales with targeted sponsors and exhibitors.  

HOW WE DO

ATTENDEE INSIGHT & BUSINESS INTELLIGENCE Proprietary algorithms - Categorizing attendees by influence topics, skill sets, job function, purchasing decision, etc.

- Monitoring of attendees within CRM post event to understand attendee vs non-attendee revenue growth

- Gauging potential impact that an event could have on New Leads/Open Opportunities and even existing accounts within CRM based on attendance Various api’s from Linkedin, Klout, Twitter, Full Contact, Salesforce etc Leverage close relationships and experience with Salesforce/Radian6

MARKET SIZE

OF EVENTS

Other  Areas:  PR,  MI,  AR,  

Marke1ng  Support  and  Sales  Tools,  

Collateral,  33.50%  

Digital  Marke1ng,  29.20%  

Physical  and  Online  Events,  20.50%  

Tradi1onal  Adver1sing,  9.90%  

Direct  Marke1ng,  6.90%  

Marke'ng  Spend  

$396 Billion is spent every year on event marketing, which is scheduled to grow by 3.5%

ONELOBBY’S

OPPORTUNITY

84% of the event marketing executives say experiential marketing is critical to their organization

60% of of firms with event budgets b/w $50 - $100 million and ALL of firms with over $100 million say that events are critical.

EVENTS & EXPERIENTIAL MARKETING IN

THE CORPORATE WORLD

*2013 CMO Council report on Customer Attainment from Event Engagement

HOW WE MAKE

MONEY We offer companies like Mo’s a number of product features which can be sold separately or packaged together to provide flexible pricing options.

+ $100/month/event for Business Insights.

Partnering with big registration companies for events vertical

Creating an app in the Salesforce App exchange

White labeling for re-sale with hotels, others

OUR

DISTRIBUTION PLAN

Primarily Sales reps who can reach, book meetings, build relationships with and sell to CMO’s and VPs of Marketing. Supported by Channel partners like Meeting Professional International (MPI), PCMA, EIBTM, etc. Senior team contributing to industry blogs and publications. Paid advertising on social media (LinkedIn). Leverage hubspot technology for inbound marketing.

OUR CUSTOMER

ACQUISITION PLAN

KEY

FINANCIAL & OPERATING METRICS

Total Employees 7

Monthly Burn $38k

Total Users >300

Avg Usage /Day 29m

CY 2013 2014 2015 2016 Revenue (000’) $15 $495 $2,503 $6,922

Team 5 150 385 612 Professional 4 40 103 163 Enterprise 3 25 64 102

BI & Attendee Insight 50 300 1,200

# of Employees 7 12 20 28

We will invest the funds raised in marketing and sales. We will need to hire skilled sales people who can secure meetings and close deals with CMO’s.

NEXT

STEPS

Signing up pre-paid customers for early adopter program Create a self-serve sales model; where customers can pick packages tailoring features to their needs. Hire the talent we need. Hustle. Hustle. Hustle. Dominate the industry to become the market leader.

WHAT MAKES US SO

SPECIAL

Built an amazing team. No churn. Domain experience & tech skills. Pilot launched with UBM. Generated Revenue in beta.

Since September 2012 we have:

Raised $500K. Made mistakes - figured out events market.

WHY YOU SHOULD INVEST Investing early will give OneLobby growth opportunity. We will invest the funds raised in marketing and sales. The funds raised will allow us to complete building the products and acquire customers. We will also have enough runway to get us to a Series A round. We are well positioned to become the market leader in this field.

WE ARE BUILDERS.

Jordan Smith CEO Unbelievable hustle.

Brian Dunphy CTO Co-founder of Radian6

Jason Misener, CMA MBA COO/CFO Prev. at Salesforce

Bojan Djurkovic Lead Software Engineer Prev. at RIM

Andrew Trites Software Developer Prev. at The Learning Bar

Matthew VanTassel Lead UI Engineer Prev. at Salesforce

Jamie Curtis Software Developer Prev. at RIM

60M Raise April 2013 Acquired 2 event tech co’s in 2013

$3.5 Billion in marketing cloud acquisitions since 2011

IPO’d Aug/13 valued at $1.6 billion +

Went private valued at $1.2 Billion Sept 2013

$811M acquisition of Eloqua. Catching up with Salesforce Marketing Cloud.

3rd largest pure play event organizer in the world. $1.3BN in rev annually.

CO’S MAKING BIG INVESTMENTS IN

MARKETING TECHNOLOGY

PHENOMENAL ADVISORS

We have the privilege of an amazing group of advisors. People who build wildly successful companies and continue to innovate.

Marcel Lebrun CEO of Radian6 (Acquired by Salesforce for $350 million)

Paige Pires de Almedia GM E2 Conference, UBM TechWeb

Milan Vrekic CEO of TitanFile

Jeff Thompson CEO of UserEvents

Jeff White COO, East Valley Ventures Prev. CFO of Radian6, Q1 Labs, iMagicTV

SOME OF OUR ANGEL

INVESTORS

Our founding team and angel investors contributed to a $500,000 convertible debenture (November 2012).

Gerry Pond Chairman, Mariner Partners Co-founder, East Valley Ventures

Francis McGuire CEO, Major Drilling Group International (TSX: MDI)

Dwight Spencer Co-founder of Q1 Labs (Acquired by IBM for $650 million)

Charlie Harling EVP Sales, Bell Aliant

Dominique Karg Co-founder of AlienVault

We are looking to raise $500K to extend seed round for 12+ months, primarily to: •  Complete building the products •  Acquire customers •  Take us to a Series A

THE

ASK

Brian Dunphy CTO, OneLobby (CoFounder Radian6)