Marketing strategies for driving event value, pipeline and revenue

by | Apr 5, 2018 | Marketing, Public Relations

Enterprise event automation firm Certain recently released new third-party research identifying current trends concerning B2B event marketing that sheds light on measurable business results from events, as well as event tactics and technology.

The firm collaborated with Heinz Marketing to gain insight into today’s event marketers and how they are approaching audience engagement pre-, during- and post-event and which event technologies they’re using to engage with attendees.

The data sheds light on the challenges marketers have in connecting results from events to overall business performance metrics. It also includes actionable insights for modern B2B companies to tackle key ROI hurdles by developing comprehensive strategies spanning pre-to-post event.

Gaps in importance and effectiveness:

Marketing strategies for driving event value, pipeline and revenue

Key findings include:

The importance of events is increasing

Three out of four B2B professionals view events as very important in their abilities to drive customer engagement; over 65 percent of respondents claim events continue to be important in driving brand awareness, customer engagement and pipeline creation.

Tracking ROI remains elusive for events

In fact, one of four companies spend 25-50 percent of their marketing budget on events, yet over half struggle to tie to revenue.

Email reigns effective for event tactics

Email is the most effective tool in pre and post marketing; however, during an event, the use of social hashtags are the most popular option for day-of marketing activities; followed by personalized emails.

Marketers stuck with an ineffective mix of tools and tech

Three in four B2B professionals report that their current mix of technology and resources is ineffective, resulting in lost data around leads, spend, and revenue. However, B2B professionals who use an event mobile app and event automation platform rank those tools as very effective.

Sales strategies need work

About 50 percent of respondents report their marketing/sales handoff is not effective.

Marketing strategies for driving event value, pipeline and revenue

In addition, the survey findings show that email marketing is the most used (93 percent) and most effective (88 percent) event marketing strategy. Marketers also need to adapt to how attendees prefer to be engaged with during events—social hashtags (54 percent) seem to be the best method as mobile push notifications (27 percent) seem less popular. The survey shows important data to help marketers understand how to get the most out of their event planning.

“In order to make the handoff from marketing to sales more successful, it’s critical for marketers to understand how their event strategies are working, where they can create opportunities for stronger engagement, and how they can tie that engagement to measurable business results,” said Peter Micciche, CEO of Certain, in a news release. “Data from our research suggests that 2018 will see an increase in both vendors and event organizers using advanced technologies to gather high intent engagement data, to better tailor their marketing and tie results back to the overall business.”

Marketing strategies for driving event value, pipeline and revenue

“In every modern sales environment, dozens of variables must be addressed and aligned to drive predictable results. It’s imperative for the sales and marketing departments to be closely aligned in order to streamline technology to measure and successfully report on sustainable ROI from event marketing efforts,” said Matt Heinz, president of Heinz Marketing.

Download the full study here.

Certain and Heinz Marketing surveyed 271 B2B marketers over two weeks in December 2017. Responses varied amongst marketing titles from manager level to VP and CMO.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter