how to build a demand gen machine with online events slideshare

How to Build a Demand Generation Machine with Online Events

2

@davepitta

HOST

David PittaEvangelist

PRODUCER

Kathryn KilnerMarketing Coordinator@kkilner

Online Events Academy#OEAevent

PROGRAM

BrightTALK™ ONLINE EVENTS ACADEMY@brighttalk

3

Agenda

Technology Stack Content Management Event Process Lead Management Business Intelligence

IntelligenceIdentify

Objective

ContentStrategy

LeadManagement

BusinessIntelligence

Event Process

TechnologyStack

B2B Demand Generation Event Machine

1

2

34

5

6

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring

5

Technology Stack

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring

Social Monitoring Tips

6

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring 1. Use team management capabilities2. Integrate with accounts across social networks3. Monitor brand mentions and track activities by

team member

Resource Center Tips

7

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring 1. Organize content based on relevancy2. Customize landing pages3. Optimize with website analytics

Event Platform Tips

8

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring 1. Embed your events on your website2. Offer content on demand immediately

following the event3. Ask for registration – once

Email Platform Tips

9

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring 1. Segment your list to provide the most relevant content to a targeted audience

2. Use dynamic content fields to personalize emails

3. Measure the effectiveness of email design

Marketing Automation/CRM Tips

10

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring 1. Connect through API’s rather than custom integration

2. Keep database organized and deduped3. Map data collected to individual

prospects/customers

11

Content Strategy

Content by Funnel Stage

12

Awareness

Consideration

Preference

Loyalty

Market/Industry/Customer pain points

Case studies and whitepapers

Product and service information

Educational material, success stories, support

Content Frequency

13

WEEK MONTH QUARTER ANNUAL

Content Development

14

Quality content targeted to the right audience is the fuel for this machine

15

Event Process

1

2

34

5

6

Event Process

16

Event

1

2

34

5

6 1

Scheduling

2

Content Development

3

Promotion

4

Delivery

5

Post Event Management

6

Remarketing

Scheduling

17

Event

1 Manage your event schedule: Schedule events several months in

advance to start the discussion and ignite inbound marketing

Keep a consistent content schedule Consider audience viewing patterns:

Tuesday through Thursday are the most crowded days for events, people watch on-demand 5 days a week

Content Development

18

Event 2

Flesh out your content plan: Keep content fresh and on target Start with a strategy and target specific

audience Reuse quality content

Promotion

19

Event

3

Acquire audience: Develop a consistent event promotion

frequency: -2 weeks, -1 week, -24 hours Focus on growing your database and

segments based on content Broadcast your events from social media

accounts and join relevant conversations

Delivery

20

Event

4

Execute successful events: Push slides just ahead of voice to keep

transitions tight Communicate what the audience cannot

see Practice until polished

Post Event Management

21

Event5

Process attendee information: Develop an export schedule for your

live and on-demand lead pulls Load, score, refresh, and assign leads

on a consistent schedule Track event viewings details per lead

Remarketing

22

Event

6 Promote your on-demand content: Develop whitepaper and blog post from

event content Publish vote results Round out your content schedule by

planning to promote on-demand assets

23

Lead Management

A B C D

24

DCBA B C DOn-demand

A

Live event

A B C

A

A

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Viewing data::

Questions asked:

Vote:

Answer:

Feedback:

Rating:

Know the answer: What is a lead?

D

Demographics 40%

Consumption 20%

Engagement 20%

Interactivity 10%

Sentiment 10%

Demographics (40%)

25

Intelligence available to your Account Managers & Channel PartnersJohn SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Yes, I accept

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Viewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating4 / 5

Rank geography, industry, company size and seniority

Consumption (20%)

26

Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating4 / 5

John SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Yes, I accept

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Rank viewing status / duration, event title, channel name and embed referral

Engagement (20%)

27

Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating4 / 5

John SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Yes, I accept

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Rank questions asked, was it answered, was it prioritized, did it include keywords

Interactivity (10%)

28

Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating4 / 5

John SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Yes, I accept

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Rank answers to surveys or polls

Sentiment (10%)

29

Intelligence available to your Account Managers & Channel PartnersViewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating:4 / 5

John SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Yes, I accept

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Rank feedback on presentation

A B C D

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

John SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Yes, I accept

Viewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating4 / 5

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Survey (terms):

Viewing data:

Questions asked:

Vote:

Answer:

Feedback:

Rating

Demographics: 38

Meets target geo, industry,

and company size and BANT questions

Consumption: 12

Extra points for viewing multiple

events and above average duration

Engagement: 20

10 points for question

5 points for marked as answered

5 points for marked as prioritized

Interactivity: 7

5 points for participating

1-5 based on answer

Sentiment : 9

1 point per star

5 points for feedback

Lead Score: A 76 / 100

30

DCBA B C DOn-demand

A

Live event

A B C D

A

A

31

Business IntelligenceIntelligence

Measure Leads Generated

32

Intelligence

Q1 Q2 Q3 Q40

200

400

600

800

1000

1200

1400

Measure Lead Quality

33

Intelligence

Q1 Q2 Q3 Q40

200

400

600

800

1000

1200

Leads by score A/BLeads by score C/D

Measure Cost Per Lead

34

Intelligence

Q1 Q2 Q3 Q4 $-

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$160.00

$180.00

$200.00

$51.64

$179.40

$62.36

$109.32

CPL

Measure Return on Investment

35

Q1 Q2 Q3 Q4

Revenue Costs

Intelligence

IntelligenceIdentify

Objective

B2B Demand Generation Event Machine

ContentStrategy

LeadManagement

BusinessIntelligence

Event Execution

TechnologyStack

36

CRM

Marketing Automation

Email Platform

Events Platform

Resource Center

Social Monitoring

1

2

34

5

6

37

Q&A