Power of Personalized Event Experiences in Accelerating the Sales Cycle
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The document discusses how personalized events can accelerate the sales cycle. It promotes a platform that uses attendee profiles to provide personalized experiences, recommended content, matched appointments, and a personalized event view on mobile devices. This integrated approach aims to meet attendees wherever they are in the buying cycle and move them through the stages from awareness to purchase. The platform also allows events to be incorporated into the broader revenue cycle by updating attendee data and measuring events' impact on pipeline velocity.
Power of Personalized Event Experiences in Accelerating the Sales Cycle
- 1. Power of Personalized Events in Accelerating the Sales Cycle Betsy Zikakis, VP Marketing Patrick Cava, Product Marketing
- 2. Maximize Event Value for all Stakeholders Marketers, Exhibitors/Sponsors, Attendees Proven Platform Support for Millions of Attendees Partner with Event and Marketing Solutions Enterprise EcoSystem +600 Customers Execute Complex Events at Scale Established SaaS Business Robust Infrastructure
- 3. Events help Buyers Move Themselves Through the Buying Cycle Map the Market AWARENESS Increase Knowledge & Connections Dive into the Details CONSIDERATION Build Relationships RESEARCH Overcome Issues ENGAGEMENT Hone Best Practices BUY Learn New Directions
- 4. A Traditional Approach Experience Generalized Connections Existing Networks Participation Limited
- 5. A New Approach Experience Personalized Connections 1:1 Appointments Participation Mobile & Social
- 6. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need Customer Late Stage Prospect ? ? ? VP ? Analyst Early Stage Prospect
- 7. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need Customer Late Stage Prospect ? ? ? VP Understand Who They Are ? Analyst Early Stage Prospect
- 8. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need • • • • Product Usage Integration Capabilities Late Stage Prospect New Product Releases Product Training Customer ? • • ? Market Trends Thought Leadership ? VP Deliver Content They Need • • Product Capabilities Differentiators ? Analyst Early Stage Prospect
- 9. Meet Attendees Where They Are in the Buying Cycle, Give Them What They Need • • • • Product Usage Integration Capabilities Late Stage Prospect New Product Releases Product Training Customer ? • • ? Market Trends Thought Leadership ? • • Product Capabilities Differentiators ? Analyst VP Orchestrate Connections They Value Early Stage Prospect
- 11. Personalized Event Experiences Attendee Profiles Name: Susan Smith Email: ssmith@silverstone.com Twitter: @silversue Title: VP, Engineering Industry: Financial Services Company: Silverstone Financial Revenue: >$500 million Stage: Engaged Lead Opportunity Value: ? Time to Purchase: ? Considering: ADTech, P3, DMR Interests: Mobile, SDL Objectives: Early Research Name: Matt Wang Email: mwang@stone.com Twitter: @mattwang Title: Software Engineer Industry: Manufacturing Company: Stone Industries Revenue: >$100 million Stage: Customer Opportunity Value: $16,000 Time to Purchase: 30 Days Considering: ADTech Interests: Testing Objectives: New Features
- 12. Personalized Event Experiences Recommended Content Executive Level Recommendations Technical User Recommendations
- 13. Personalized Event Experiences Matched Appointments
- 14. Personalized Event Experiences Self-Scheduled Appointments
- 15. Personalized Event Experiences Personalized Event View
- 16. Personalized Event Experiences Accessible on Mobile Devices
- 17. Accelerate Revenue, Build Customer Loyalty AWARENESS CONSIDERATION RESEARCH ENGAGEMENT BUY
- 18. Integrate Events into the Revenue Cycle AWARENESS CONSIDERATION RESEARCH ENGAGEMENT BUY Rich Attendee Profiles Name: Susan Smith Email: ssmith@silverstone.com Twitter: @silversue Title: VP, Engineering Industry: Financial Services Company: Silverstone Financial Revenue: >$500 million Stage: Engaged Lead Opportunity Value: $250,000 Time to Purchase: 6 months Considering: ADTech, P3, DMR Interests: Mobile, SDL Objectives: Early Research Sessions: Market Trends, Mobile Dev, Agile Leadership Meetings: Analyst (2), Partners (1) Social: Shares (7), Tweets (9)
- 19. Why Marketo-Certain Solution? Incorporates events within the extended digital marketing enterprise • • • • • Best of breed event management paired w/ B.O.B. marketing automation Use existing data to inform event experience and streamline process Optimize sales and marketing follow-up Provide marketing and sales real-time insight into event behavior, engagement, and interest Measure ROI of event spend more effectively Event Management Marketing Automation CRM
- 20. Before Event Attendee Profile First Last Title Phone Mobile Address State Postal Middle Salutation Company Email Marketo ID City Country Fax Custom Revenue Customer Type Stage Social Industry T-Shirt Size Prod Interest Considering Import Profile Data Design Event
- 21. During Event Update Profile Interest Social Middle Preferenc es Track Progress and Impact Status Reg Status Site Tracking Polls/Q’s Profile First Last Title Phone Mobile Address State Postal Middle Salutation Company Email Marketo ID City Country Fax Create new CRM
- 22. After Event Update Status + Behavior Attend Status Site Tracking Sessions Payments Gamification Cost Polls/Q’s Appointments Site Tracking Travel Ratings Reg Source Follow-Up + Measure CRM
- 23. After Event Update Follow-Up + Measure Status + Behavior Attend Status Site Tracking Sessions Payments Gamification Cost Polls/Q’s Appointments Site Tracking Travel Ratings Reg Source CRM Pipeline Velocity – Days per Stage Personalized Events 148.6 Average Events 185.6
- 24. Personalized Events Accelerate Sales • • • • Product Usage Integration Capabilities Late Stage Prospect New Product Releases Product Training Customer ? • • ? Market Trends Thought Leadership ? • • Product Capabilities Differentiators ? Analyst VP Accelerate Buying Cycle Capture Attendee Interests and Preferences Incorporate Events in the Revenue Cycle Early Stage Prospect
- 25. Q&A Patrick More on this from Personalized Event Experiences How Marketers Accelerate Revenue with Events Digitizing Events More information at: www.certain.com