optimizing your impact at otc
TRANSCRIPT
Optimizing Your Impact
3
3 Common Mistakes
1. Under budgeting
2. Treating OTC like it is a trade show
3. Not quantifying results
Justifying SpendIn-Person Events Are Most Effective
BudgetingForecast OTC Campaign ROI
OTC Campaign PlanningIt’s not a point-in-time event
Pre Event
During
PostContinuity
Plan & Optimize
MESSAGING STRATEGY
SALES & OPS ALIGNMENT
Pre-Event Marketing Activity
Phase 3: 6-Weeks Out
Pre-book meetings In-bound, email, outbound sales calls
Phase 2: 8-Weeks Out
Digital engagement Optimize in-bound SEO/SEM & content
Phase 1: 12-Weeks Out
Build database via lead gen efforts Webinars, drip marketing, events
During EventFocus and Be Relentless
• Host
• Be creative/inventive; get off-site; host early
• Sponsor/Speak
• Find ANY way to gain presence outside of the floor
• Hunt
• Get out of your booth
• Mobile experience to present anywhere
• Focus conversations
• Quickly qualify (pre-qualify)
• Schedule vendor/partner discussions off-line
• Real time follow-up
• Sales support to send follow-up emails asap
• 70% email open/response rate if provided within 24-hours
Post Event
• Triage leads
• Score and establish in buying cycle
• Move to close
• Initiate marketing continuity campaigns
• Lead nurturing drip campaign
• Quantify impact/ROI
• Look back and plan for next year
Post-OTC Evaluation
Other Considerations
• Activate Social (Twitter, LinkedIn, SlideShare)• Post and share presentations immediately
• Be ready to present anywhere • Mobile experience and/or presentation platforms
• Get creative in finding meeting time• Airport car service for high value prospects
• Create media events and engage the trades