Revenue Event Marketing
Making the Shift to a
REVENUE-FOCUSED EVENT STRATEGY Events are here to stay
$
Events are the biggest spend in marketing budgets
35%
The average B2B company spends 35% of their marketing budget on events (Demand Metric)
And, marketers are planning on spending more on events in 2016
Marketers spent over $100 Billion on events in 2015
Why? Because events produce results % Success of Selected Methods in targeting C-suite decision makers SUCCESSFUL
Events are the most successful way to reach
in Targeting C-Suite Decision-makers
Events
C-suite
NOT SUCCESSFUL
78%
PR
Decision-makers (Chief Nation)
97%
SOCIAL MEDIA
48%
DIRECT MAIL
48%
37%
EMAIL MARKETING
35%
TELESALES
26%
ONLINE ADVERTISING
SOURCE: Chief Nation and Chief Wine Officer | Audience: Survey & Report, November 2015
Effectiveness Ratings
for B2B content marketing tactics
75%
In-Person Events 66%
Webinars / Webcasts
50% of the
65%
Case Studies
average company’s current customers encounter them at an event
63%
White Papers
62%
Videos
61%
Research Papers
(Demand Metric)
60%
eNewsletters
Most effective B2B content marketing tactic
59%
Blogs Online Presentations
58%
Infographics
58%
(CMI, 2016 Budgets Benchmarks and Trends)
SOURCE: CMI, 2016 Budgets Benchmarks and Trends
But, there’s room for improvement
Event Impact isn’t being measured well While 88% of marketers measure and optimize their programs Only 48% have an ROI metric in place for events (The State of B2B Event Marketing)
?
The top two event objectives are brand-building and lead generation,
Trade shows still take up the biggest portion of the event budget,
which are often hard to measure and produce a poor ROI.
but booth traffic lead quality is unpredictable.
A New Approach The Shift to revenue-focused marketing events
Account-based marketing is leading to more targeted events
40%
of marketers are shifting from large sponsored events to more targeted gatherings
44%
of marketers are choosing to host their own customercentric events (CMO Council)
(CMO Council)
71%
of B2B organizations are interested in adopting account-based marketing, testing it or already using it and planning targeted events is one of the top 3 ABM tactics (Demand Metric)
More Targeted Events = Better Event Success Metrics Applying the ABM approach to events shifts the focus from brand-building and lead generation to creating and accelerating pipeline.
Impact on pipeline is a more accurate representation of event success than awareness and number of new leads.
How are businesses adapting to this New
Reality?
Revenue Event Marketing is a new strategy that focuses on using in-person events to build and accelerate pipeline to drive more revenue through in-person events.
Here’s how they do it:
Get the Right People in the Room Events that engage prospects and customers at target accounts
Maximize In-person Interaction Enable sales success at events with a plan for on-site engagement and the right technology
Drive Follow-up and Track Revenue Get all of your event data and notes on conversations into your CRM to drive quick follow-up and measure event impact
www.attend.com To learn more, download The Complete Guide to Revenue Event Marketing
REVENUE-FOCUSED EVENT STRATEGY Events are here to stay
$
Events are the biggest spend in marketing budgets
35%
The average B2B company spends 35% of their marketing budget on events (Demand Metric)
And, marketers are planning on spending more on events in 2016
Marketers spent over $100 Billion on events in 2015
Why? Because events produce results % Success of Selected Methods in targeting C-suite decision makers SUCCESSFUL
Events are the most successful way to reach
in Targeting C-Suite Decision-makers
Events
C-suite
NOT SUCCESSFUL
78%
PR
Decision-makers (Chief Nation)
97%
SOCIAL MEDIA
48%
DIRECT MAIL
48%
37%
EMAIL MARKETING
35%
TELESALES
26%
ONLINE ADVERTISING
SOURCE: Chief Nation and Chief Wine Officer | Audience: Survey & Report, November 2015
Effectiveness Ratings
for B2B content marketing tactics
75%
In-Person Events 66%
Webinars / Webcasts
50% of the
65%
Case Studies
average company’s current customers encounter them at an event
63%
White Papers
62%
Videos
61%
Research Papers
(Demand Metric)
60%
eNewsletters
Most effective B2B content marketing tactic
59%
Blogs Online Presentations
58%
Infographics
58%
(CMI, 2016 Budgets Benchmarks and Trends)
SOURCE: CMI, 2016 Budgets Benchmarks and Trends
But, there’s room for improvement
Event Impact isn’t being measured well While 88% of marketers measure and optimize their programs Only 48% have an ROI metric in place for events (The State of B2B Event Marketing)
?
The top two event objectives are brand-building and lead generation,
Trade shows still take up the biggest portion of the event budget,
which are often hard to measure and produce a poor ROI.
but booth traffic lead quality is unpredictable.
A New Approach The Shift to revenue-focused marketing events
Account-based marketing is leading to more targeted events
40%
of marketers are shifting from large sponsored events to more targeted gatherings
44%
of marketers are choosing to host their own customercentric events (CMO Council)
(CMO Council)
71%
of B2B organizations are interested in adopting account-based marketing, testing it or already using it and planning targeted events is one of the top 3 ABM tactics (Demand Metric)
More Targeted Events = Better Event Success Metrics Applying the ABM approach to events shifts the focus from brand-building and lead generation to creating and accelerating pipeline.
Impact on pipeline is a more accurate representation of event success than awareness and number of new leads.
How are businesses adapting to this New
Reality?
Revenue Event Marketing is a new strategy that focuses on using in-person events to build and accelerate pipeline to drive more revenue through in-person events.
Here’s how they do it:
Get the Right People in the Room Events that engage prospects and customers at target accounts
Maximize In-person Interaction Enable sales success at events with a plan for on-site engagement and the right technology
Drive Follow-up and Track Revenue Get all of your event data and notes on conversations into your CRM to drive quick follow-up and measure event impact
www.attend.com To learn more, download The Complete Guide to Revenue Event Marketing
