In an increasingly digital world, face-to-face still matters. In-person events are ranked as one of the most effective marketing tactics and companies are spending the majority of their marketing budgets on them. But for events to stay effective, strategies need to change. To follow in the footsteps of Account-based Marketing, B2B events have to shift focus away from broad lead generation toward targeted pipeline creation and acceleration. Revenue Event Marketing is a new approach that focuses on helping businesses build and accelerate pipeline to drive revenue through in-person events.

1. Revenue Event
Marketing
Accelerating pipeline and driving
revenue through events

2. Agenda
1. How we got here
2. Why events still matter
3. The Revenue Event Marketing movement
4. Join the conversation: #EventHacker
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3. Evolution of Sales: Hunting vs. Hunted
Inside sales growing 3X faster than outside
33% trust brands, 92% trust recommendations
>70% of the way through the sales process
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4. Evolution of Marketing: Art vs. Science
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88% of B2B Marketers measure and optimize
Data-driven insights increase performance 10-30%
Personalized experiences increase sales 19%

5. Adapting Events To A Data-Driven World
Find your targets Engage your targets
LOTS OF MORE EFFICIENT WAYS TO FIND LEADS…

6. What’s more personal
than in-person?
#EventHacker via @AttendInc
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7. Why Face-To-Face Matters
>50% of the average company’s
current customers encountered
them at an event during their
buying journey.
– Event Engagement: Accelerating the Customer
Lifecycle, Demand Metric 7
“The psychology of face-to-face
interactions are real drivers of
conversion. Telling stories actually
activates the parts of the brain
where we make buying decisions.”
– Gerard Zaltman, “How Customers Think: Essential
Insights into the Mind of the Market”

8. Events = Real Investment
• US Marketers spent over $100B on events in 2015—
the highest spend category in marketing*
• 64% of marketers spend over 20% of their budget on
events
8Source: Demand Metric

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10. The Shift From Big To Small
Smaller, more intimate events
are more targeted and
personalized
10Source: CMO Council
40% shifting from
large sponsored events to
more targeted gatherings
44% are choosing to
host their own customer-
centric events
“Micro events” at conferences to
leverage the captive audience

11. Top 5 Tactics Used by Account-Based Marketers
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“As with so many aspects of ABM, sales and marketing must work together to draw up the list of
event invitees. The invitation itself then comes from whoever is best-placed to make that
approach. When a relationship is already there, it will be sales. When not, marketing.”
- Engagio, “The Clear & Complete Guide to Account Based Marketing”

12. So, what does
this all mean?
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13. The Definition
rev·e·nue e·vent mar·ket·ing ˈre-və-
ˌnü i-ˈvent ˈmär-kə-tiŋ noun A new
approach to events that empowers
businesses to accelerate pipeline and
drive more revenue through their events.
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14. The Three Pillars of REM
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In Revenue Event Marketing, the emphasis is on focusing your event investment to:

15. Get the right people
in the room
15
Pillar 1

16. 16
Makeup Of A Revenue Generating Event
1 Pipeline Creation
2 Pipeline Acceleration
3 Customer Development

17. Marketing & Sales Alignment
17
SILOED
FUNCTION
S
REVENU
E
TEAM

18. #EventHacker Boston Profile
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LEADS 67 PEOPLE 53 COMPANIES
ENGAGED LEADS 24 PEOPLE 20 COMPANIES
OPPORTUNITIES 17 PEOPLE 11 COMPANIES
CUSTOMERS 24 PEOPLE 13 COMPANIES

19. The Revenue In The Room
$699,600 ARR
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20. 20
Pillar 2
Maximize In-Person
Interactions

21. 21
What We Remember, What We Forget

22. A Missed Opportunity
22
Not capturing conversations at events
takes follow-up back
to square one

23. 23
Every team member should have a personal plan of action for the event
CUSTOMER OPP
PROSPECT CEO
LEAD
CPO
Engagement Mapping Plan

24. A Role For Advocacy
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When events leverage customer advocacy and references, they combine the three
most influential B2B marketing activities into one powerful touch-point
"Buyers want to see how their peers are
solving the same challenges they face.
That’s where your advocates come in.
Advocates provide much needed credibility
and social proof to strategic marketing
initiatives in a way that conference booths,
flyers and ads cannot, no matter how large
the budget."
- Mark Organ Founder and CEO of Influitive

25. 25
Capture The Conversation
Matt knows Fred Williams.
He wants to see a demo of the new mobile
app.
Out till Tuesday – Needs solution for first
customer event in 3 mos.

26. 26
Drive Follow-Up And
Track Revenue
Pillar 3

27. Timely, Contextual Follow-Up
Lead follow-up within 1 hour converts
7Xbetter than after 1 hour
>60X better than after 24 hours
27Source: Harvard Business Review Study, 2011

28. An Effective Follow-up Strategy
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General follow-up
• Marketing outreach to provide
highlights and recap the event
• Make the people who couldn’t
attend aware of what they missed
Personalized follow-up
• Sales follows up to continue the
conversation that started at the event
• Real-time sync with Salesforce allows
timely and contextual follow-up

29. Demystifying Event ROI
29Source: Demand Metric, Event Engagement Benchmark Study, October 2015

30. Event Attribution
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Realize your event KPIs:
1. Revenue potential
2. Influenced opportunities
3. Sourced opportunities
4. ROI

31. Let’s Talk Again
We’d love to talk more about how Revenue Event Marketing can find a
home at your organization. We’re always here to help and you can
reach us in any way below that suits your style.
PHONE: 866 750 2673
EMAIL: hello@attend.com
TWITTER: @AttendInc
FACE-TO-FACE: 10 Post Office Square
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32. Thank You
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