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Sales Prospecting Masterclass Event Wrap-Up

Sales Prospecting Masterclass Event Wrap-Up

Sales Prospecting Masterclass Event Wrap-Up

Overview

In-person events provide excellent opportunities for companies to meet people up close. This strategy is even more effective when you’re offering real value like a seminar or training session.

This was what the Callbox Singapore team had in mind with its recent event.

Event Background

In late March, the Callbox team hosted an in-person workshop titled “Sales Prospecting Masterclass for Information Communications Technology.” The event was developed for sales and marketing leaders from Singapore’s B2B tech sector. The workshop aimed to teach attendees how to build and maintain a robust sales prospecting process.

The three-hour event took place at Found8 and was attended by marketing and sales professionals in various ICT verticals. The audience consisted mostly of mid to senior managers from SMBs and enterprise-level businesses.

Two of Callbox’s top B2B sales experts, Rebecca Matias (Director of Sales & Marketing) and Sharifah Aljunied (Director of Business Development), presented the training material. They were joined by a few of Callbox’s outbound sales reps and account managers who also fielded questions from attendees.

Overall, the workshop reached both its goals of thought leadership and community building, as well as achieved all its key event objectives. This made the event another milestone for the team.

Callbox held a similar event exactly 10 years earlier. In January 2009, the Callbox team gave a series of workshops in Singapore and Malaysia called “Global Marketing Strategies for the IT Industry” together with Google.

That event helped Callbox establish its reputation and deepen its network in Southeast Asia’s B2B technology space, plus it brought in long-term APAC clients that still work with the company  today.

About The Topic

We chose the topic of tech sales prospecting since there was a clear need for today’s B2B tech sector to revisit how they approach this crucial activity. The way that customers make tech purchases continues to change, leaving many organizations struggling to keep up.

That’s because Most tech vendors aren’t really selling the way their customers are buying. Fixing this means having a prospecting program that’s more aligned with the changing purchase process.

While there’s no shortage of resources and materials that tackle modern sales prospecting, it’s not easy to find content that ties everything together in a single, coherent discussion.

That’s what we wanted to do with the workshop. We wanted to provide an in-depth, complete walkthrough of a fully functioning sales prospecting program.

Event Goals and Strategy

We planned the event with two main goals in mind:

  • To share Callbox’s own experience and knowledge about tech sales prospecting
  • To connect with a community of marketers and sales professionals in Singapore’s ICT industry

To make sure we achieved both of these outcomes, we relied on Callbox’s end-to-end, multi-channel event marketing approach—similar to what we offer our event marketing clients.

With this strategy, we combined phone, email, social media, and online channels to maximize conversions at each stage of the event life cycle. We’ll go into more detail about how we used this approach throughout the rest of this wrap-up.

 

Pre-Event Stage

The Callbox team had eight weeks to prepare for the workshop. We spent much of this time planning and carrying out pre-event marketing activities. This included building the attendee list, crafting campaign materials, and doing the pre-event cadence.

Objectives

We set the objectives for the pre-show phase based on our previous experience with similar in-person events.

  • Generate a total of 90 to 100 registrations
  • Maintain at least a 50% RSVP rate (a total of 45 to 50 confirmed attendees)

Campaign

The pre-event campaign centered on attracting signups and RSVPs using a mix of different outbound and inbound marketing tactics. Some of the key campaign activities during this portion of the event were:

Attendee List

We developed the training material specifically for middle to senior-level sales and marketing personas. Our ideal attendee profile consisted of:

  • Job title: Marketing managers, marketing directors, sales managers, sales directors, VP of marketing/sales, managing directors, CEOs
  • Industry: ICT
  • Business size: SMBs and enterprises
  • Location: Singapore (prioritized companies within a 2-mile radius from event venue)

We targeted potential attendees from every stage of the sales funnel, including top-of-funnel prospects, SQLs already in our pipeline, and Callbox clients (both current and previous).

Event Page and Content Marketing Efforts

Our pre-show inbound strategy was mostly made up of online and content marketing initiatives that generated awareness, facilitated registrations, and maximized attendance:

  • Initial landing page on the Callbox site that served as starting point for registration
  • Main landing page on Eventbright that acted as the workshop’s online hub and where attendees can finish the signup process
  • A number of previous and new blog posts published on the Callbox site with CTAs pointing to the event landing pages
  • Two press releases that announced and updated key details about the event

Sales Prospecting Masterclass for ICT Landing Page

Sales Prospecting Masterclass for Information and Communications Technology Landing Page

Email Cadence

Emails played a key role in achieving our pre-event objectives. We segmented our target attendee list according to contacts’ stage in the sales funnel (cold prospects, MQLs, SQLs, current clients, and past clients). We then tailored our messaging based on these groups.

Each segment received a series of email touches based on the following cadence (although this varied from segment to segment):

  • An initial email blast announcing the workshop went out six weeks before the event.
  • A more targeted follow-up email was sent to recipients who hadn’t signed up three days after the initial email.
  • A more personalized re-engagement email was sent to recipients who opened but did not respond to the initial send-out.

LinkedIn Marketing

The team also leveraged LinkedIn outreach to drive event awareness and connect with potential attendees. This gave us a whole new layer of touches to boost pre-event results, since LinkedIn complements email outreach really well, based on our experience.

We developed the LinkedIn strategy to closely align with our email activities. We set aside two touch points immediately after the first email send-out. These LinkedIn touches were:

  • LinkedIn Invites sent to contacts on the attendee list who hadn’t opened the initial emails
  • InMails containing the event invitation

Phone Outreach (Call-to-Invite)

During the last three weeks of the pre-show phase, the team started contacting event attendees via phone. With potential attendees already warmed up by the email and LinkedIn touches, they were more receptive to live one-on-one conversations. Phone outreach also helped us connect with unresponsive contacts at this stage of the pre-event process.

This was how we laid out the phone outreach cadence:

  • All contacts were called up three weeks before the workshop. Depending on the segment and the contact’s previous responses, the calls were made to encourage registrations, assist in the signup process, and provide updates.
  • Confirmation calls were made one week prior to the event date.

This free resource includes sample IT/software buyer personas, plus actual telemarketing scripts tailored for each key buyer role.

Paid Promotion

We also used some paid promotional channels during the pre-event stage. These included Display Ads and Facebook Promoted Posts.

Pre-Event Results

Once all the pre-show outreach activities were completed, we noted the following results:

  • 104 total registrations
  • 57 confirmed attendees
  • 55% RSVP rate

We were able to reach our target number of signups earlier, that we stopped accepting registrations more than one week before the event. We also exceeded our target number of confirmed attendees a few days prior to the workshop.

 

Live at the Workshop

When the big day finally came, the team was ready for the training session. Behind the scenes, we carried out on-event marketing activities. These ensured that the actual program generated the results we set during planning.

Objectives

In terms of event marketing objectives for the actual workshop, we aimed for a turnout rate of at least 50%. In addition to delivering the training session as planned, we also wanted to maximize the opportunities for attendees to network and interact with everyone at the venue.

On-Event Activities

The Sales Prospecting Masterclass proceeded as scheduled from 2 p.m. to 5 p.m. Aside from the workshop itself, there were a number of other key event marketing activities that helped contribute to the event’s success. Here are a few highlights.

Engagement and Promotion During the Event

The team had a number of social media activities lined up to help generate buzz for the event. These activities encouraged the event team and employees back at the office to post and share updates about the workshop on social media.

The Actual Program

The workshop was divided into two main sections. The training session was scheduled for the first two hours, while the Q&A and networking sessions were done in the remaining hour.

 

 

Results

We recorded a total of 33 check-ins at the event and attained a turnout rate of 58%. We were also able to address various questions from the audience during the Q&A session. Lastly, the event gave both the team and attendees ample opportunities to network.

 

Post-Event Follow-Ups

In the two weeks that followed the workshop, the team carried out the post-show cadence. This phase of the event cycle also saw solid results.

Objectives

Although this event was primarily a thought leadership effort, we also set some lead generation objectives as part of our targets.

  • Convert 75% of top-of-funnel and MQL attendees into SQLs
  • Reach a net promoter score (NPS) of at least +30

Campaign

The post-event cadence consisted of email and phone touches tailored based on the pre-show segments.

Email Survey

We sent out a short email survey to all attendees on the first Wednesday after the event. The email asked recipients to rate the workshop as well as capture their comments and suggestions.

Nurture and Follow-up Activities

The team implemented a two-week post-event follow-up cadence that targeted the 33 attendees. Although we initially planned out a follow-up sequence, we made sure to readapt the nurture paths according to how the contacts responded.

With each touch point, we asked probing questions and tracked actions to help us gauge how ready a contact is to advance to the next stages of the conversion funnel.

Results

Our post-event efforts produced the following:

  • 21 new SQLs
  • 84% MQL to SQL conversion rate
  • 2 deals closed
  • +33 NPS

With these KPIs, we were able to reach our post-event objectives. We attributed the very high lead conversion rate partly to the highly-targeted attendee list we compiled.

We were also able to turn two of the event attendees to new clients, which further added to our post-show success.

In terms of thought leadership, the team decided to use NPS as proxy to gauge how the event was successful in that area.

Results from the email survey showed that 67% of attendees would recommend the event. This group exceeded the other ratings by a 33-point margin. As one prominent feedback from the survey noted:

“I think the speakers were very frank and generous in sharing their experiences which helps us relate. Makes me appreciate the service.”

The survey also helped us learn possible topics to cover in our upcoming events:

  • Account-based marketing (ABM)
  • Email marketing
  • Telemarketing
  • Lead nurturing

 

Conclusion:

 Overall, the team thinks the Sales Prospecting Masterclass is a resounding success. The event handily exceeded objectives at each stage and, more importantly, it achieved everything that we had set out to do.

The event shows that planning and preparation really play a huge part in driving results. It also demonstrates how end-to-end event promotion can impact success.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Your Event Marketing Checklist for CommunicAsia (Featured Image)
7 Lessons B2B Marketers Can (and Should) Learn from Retailers
25_Must-Track_Tradeshow_KPIs_to_Make_your_B2B_Events_Count
Sales Prospecting Masterclass Event Wrap-Up

Sales Prospecting Masterclass Event Wrap-Up

Sales Prospecting Masterclass Event Wrap-Up

Overview

In-person events provide excellent opportunities for companies to meet people up close. This strategy is even more effective when you’re offering real value like a seminar or training session.

This was what the Callbox Singapore team had in mind with its recent event.

Event Background

In late March, the Callbox team hosted an in-person workshop titled “Sales Prospecting Masterclass for Information Communications Technology.” The event was developed for sales and marketing leaders from Singapore’s B2B tech sector. The workshop aimed to teach attendees how to build and maintain a robust sales prospecting process.

The three-hour event took place at Found8 and was attended by marketing and sales professionals in various ICT verticals. The audience consisted mostly of mid to senior managers from SMBs and enterprise-level businesses.

Two of Callbox’s top B2B sales experts, Rebecca Matias (Director of Sales & Marketing) and Sharifah Aljunied (Director of Business Development), presented the training material. They were joined by a few of Callbox’s outbound sales reps and account managers who also fielded questions from attendees.

Overall, the workshop reached both its goals of thought leadership and community building, as well as achieved all its key event objectives. This made the event another milestone for the team.

Callbox held a similar event exactly 10 years earlier. In January 2009, the Callbox team gave a series of workshops in Singapore and Malaysia called “Global Marketing Strategies for the IT Industry” together with Google.

That event helped Callbox establish its reputation and deepen its network in Southeast Asia’s B2B technology space, plus it brought in long-term APAC clients that still work with the company  today.

About The Topic

We chose the topic of tech sales prospecting since there was a clear need for today’s B2B tech sector to revisit how they approach this crucial activity. The way that customers make tech purchases continues to change, leaving many organizations struggling to keep up.

That’s because Most tech vendors aren’t really selling the way their customers are buying. Fixing this means having a prospecting program that’s more aligned with the changing purchase process.

While there’s no shortage of resources and materials that tackle modern sales prospecting, it’s not easy to find content that ties everything together in a single, coherent discussion.

That’s what we wanted to do with the workshop. We wanted to provide an in-depth, complete walkthrough of a fully functioning sales prospecting program.

Event Goals and Strategy

We planned the event with two main goals in mind:

  • To share Callbox’s own experience and knowledge about tech sales prospecting
  • To connect with a community of marketers and sales professionals in Singapore’s ICT industry

To make sure we achieved both of these outcomes, we relied on Callbox’s end-to-end, multi-channel event marketing approach—similar to what we offer our event marketing clients.

With this strategy, we combined phone, email, social media, and online channels to maximize conversions at each stage of the event life cycle. We’ll go into more detail about how we used this approach throughout the rest of this wrap-up.

 

Pre-Event Stage

The Callbox team had eight weeks to prepare for the workshop. We spent much of this time planning and carrying out pre-event marketing activities. This included building the attendee list, crafting campaign materials, and doing the pre-event cadence.

Objectives

We set the objectives for the pre-show phase based on our previous experience with similar in-person events.

  • Generate a total of 90 to 100 registrations
  • Maintain at least a 50% RSVP rate (a total of 45 to 50 confirmed attendees)

Campaign

The pre-event campaign centered on attracting signups and RSVPs using a mix of different outbound and inbound marketing tactics. Some of the key campaign activities during this portion of the event were:

Attendee List

We developed the training material specifically for middle to senior-level sales and marketing personas. Our ideal attendee profile consisted of:

  • Job title: Marketing managers, marketing directors, sales managers, sales directors, VP of marketing/sales, managing directors, CEOs
  • Industry: ICT
  • Business size: SMBs and enterprises
  • Location: Singapore (prioritized companies within a 2-mile radius from event venue)

We targeted potential attendees from every stage of the sales funnel, including top-of-funnel prospects, SQLs already in our pipeline, and Callbox clients (both current and previous).

Event Page and Content Marketing Efforts

Our pre-show inbound strategy was mostly made up of online and content marketing initiatives that generated awareness, facilitated registrations, and maximized attendance:

  • Initial landing page on the Callbox site that served as starting point for registration
  • Main landing page on Eventbright that acted as the workshop’s online hub and where attendees can finish the signup process
  • A number of previous and new blog posts published on the Callbox site with CTAs pointing to the event landing pages
  • Two press releases that announced and updated key details about the event

Sales Prospecting Masterclass for ICT Landing Page

Sales Prospecting Masterclass for Information and Communications Technology Landing Page

Email Cadence

Emails played a key role in achieving our pre-event objectives. We segmented our target attendee list according to contacts’ stage in the sales funnel (cold prospects, MQLs, SQLs, current clients, and past clients). We then tailored our messaging based on these groups.

Each segment received a series of email touches based on the following cadence (although this varied from segment to segment):

  • An initial email blast announcing the workshop went out six weeks before the event.
  • A more targeted follow-up email was sent to recipients who hadn’t signed up three days after the initial email.
  • A more personalized re-engagement email was sent to recipients who opened but did not respond to the initial send-out.

LinkedIn Marketing

The team also leveraged LinkedIn outreach to drive event awareness and connect with potential attendees. This gave us a whole new layer of touches to boost pre-event results, since LinkedIn complements email outreach really well, based on our experience.

We developed the LinkedIn strategy to closely align with our email activities. We set aside two touch points immediately after the first email send-out. These LinkedIn touches were:

  • LinkedIn Invites sent to contacts on the attendee list who hadn’t opened the initial emails
  • InMails containing the event invitation

Phone Outreach (Call-to-Invite)

During the last three weeks of the pre-show phase, the team started contacting event attendees via phone. With potential attendees already warmed up by the email and LinkedIn touches, they were more receptive to live one-on-one conversations. Phone outreach also helped us connect with unresponsive contacts at this stage of the pre-event process.

This was how we laid out the phone outreach cadence:

  • All contacts were called up three weeks before the workshop. Depending on the segment and the contact’s previous responses, the calls were made to encourage registrations, assist in the signup process, and provide updates.
  • Confirmation calls were made one week prior to the event date.

This free resource includes sample IT/software buyer personas, plus actual telemarketing scripts tailored for each key buyer role.

Paid Promotion

We also used some paid promotional channels during the pre-event stage. These included Display Ads and Facebook Promoted Posts.

Pre-Event Results

Once all the pre-show outreach activities were completed, we noted the following results:

  • 104 total registrations
  • 57 confirmed attendees
  • 55% RSVP rate

We were able to reach our target number of signups earlier, that we stopped accepting registrations more than one week before the event. We also exceeded our target number of confirmed attendees a few days prior to the workshop.

 

Live at the Workshop

When the big day finally came, the team was ready for the training session. Behind the scenes, we carried out on-event marketing activities. These ensured that the actual program generated the results we set during planning.

Objectives

In terms of event marketing objectives for the actual workshop, we aimed for a turnout rate of at least 50%. In addition to delivering the training session as planned, we also wanted to maximize the opportunities for attendees to network and interact with everyone at the venue.

On-Event Activities

The Sales Prospecting Masterclass proceeded as scheduled from 2 p.m. to 5 p.m. Aside from the workshop itself, there were a number of other key event marketing activities that helped contribute to the event’s success. Here are a few highlights.

Engagement and Promotion During the Event

The team had a number of social media activities lined up to help generate buzz for the event. These activities encouraged the event team and employees back at the office to post and share updates about the workshop on social media.

The Actual Program

The workshop was divided into two main sections. The training session was scheduled for the first two hours, while the Q&A and networking sessions were done in the remaining hour.

 

 

Results

We recorded a total of 33 check-ins at the event and attained a turnout rate of 58%. We were also able to address various questions from the audience during the Q&A session. Lastly, the event gave both the team and attendees ample opportunities to network.

 

Post-Event Follow-Ups

In the two weeks that followed the workshop, the team carried out the post-show cadence. This phase of the event cycle also saw solid results.

Objectives

Although this event was primarily a thought leadership effort, we also set some lead generation objectives as part of our targets.

  • Convert 75% of top-of-funnel and MQL attendees into SQLs
  • Reach a net promoter score (NPS) of at least +30

Campaign

The post-event cadence consisted of email and phone touches tailored based on the pre-show segments.

Email Survey

We sent out a short email survey to all attendees on the first Wednesday after the event. The email asked recipients to rate the workshop as well as capture their comments and suggestions.

Nurture and Follow-up Activities

The team implemented a two-week post-event follow-up cadence that targeted the 33 attendees. Although we initially planned out a follow-up sequence, we made sure to readapt the nurture paths according to how the contacts responded.

With each touch point, we asked probing questions and tracked actions to help us gauge how ready a contact is to advance to the next stages of the conversion funnel.

Results

Our post-event efforts produced the following:

  • 21 new SQLs
  • 84% MQL to SQL conversion rate
  • 2 deals closed
  • +33 NPS

With these KPIs, we were able to reach our post-event objectives. We attributed the very high lead conversion rate partly to the highly-targeted attendee list we compiled.

We were also able to turn two of the event attendees to new clients, which further added to our post-show success.

In terms of thought leadership, the team decided to use NPS as proxy to gauge how the event was successful in that area.

Results from the email survey showed that 67% of attendees would recommend the event. This group exceeded the other ratings by a 33-point margin. As one prominent feedback from the survey noted:

“I think the speakers were very frank and generous in sharing their experiences which helps us relate. Makes me appreciate the service.”

The survey also helped us learn possible topics to cover in our upcoming events:

  • Account-based marketing (ABM)
  • Email marketing
  • Telemarketing
  • Lead nurturing

 

Conclusion:

 Overall, the team thinks the Sales Prospecting Masterclass is a resounding success. The event handily exceeded objectives at each stage and, more importantly, it achieved everything that we had set out to do.

The event shows that planning and preparation really play a huge part in driving results. It also demonstrates how end-to-end event promotion can impact success.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Your Event Marketing Checklist for CommunicAsia (Featured Image)
7 Lessons B2B Marketers Can (and Should) Learn from Retailers
25_Must-Track_Tradeshow_KPIs_to_Make_your_B2B_Events_Count
25_Must-Track_Tradeshow_KPIs_to_Make_your_B2B_Events_Count

25 Must-Track Tradeshow KPIs to Make your Events Count [INFOGRAPHIC]

There’s this old saying (which everybody incorrectly credits to Albert Einstein) that goes “Not everything that counts can be counted and not everything that can be counted, counts.”

Someone named William Bruce Cameron actually came up with the quote in 1963, and people have been misattributing it to Einstein ever since.

Anyway, this adage does ring true for us marketers trying to navigate an entire ocean of data. And among the marketing tactics we use, there’s one that a lot of us struggle to measure: tradeshows.

I’ve worked with tradeshow exhibitors and organizers for years now. A common problem I keep hearing from them is that it can be difficult to measure how these events impact their overall marketing and sales results.

That’s a little surprising since tradeshows tend to take up the biggest chunk of a typical marketing budget. For such a key spending item, we need to make each dollar count.

My team and I put together this infographic showing the top 25 tradeshow KPIs to keep track of. These numbers cover crucial metrics to monitor at each stage of the event lifecycle and can help both tradeshow exhibitors and organizers better manage their end-to-end event marketing campaigns.

 

25 Must-Track Tradeshow KPIs to Make your Events Count

 

Let’s get into more detail about these 25 KPIs, plus look at ways for you to improve your event’s performance under each metric.

 

Before the Event

Of course, the main goal of the pre-event phase is to generate as many registrations and drive as much attendance as possible. But there’s more to the pre-event stage than monitoring registrations alone.

Here are nine metrics that help you build a fuller picture of your event before opening day:

  1. Total Registrations
  2. Confirmed Attendees
  3. Attendee Demographics
  4. Event Page Engagement
  5. Email Engagement
  6. Number of Pre-Event Reach Outs
  7. Scheduled Event Meetups
  8. Press and Media Coverage
  9. Sponsor Partnerships

Total Registrations

Everyone who exhibits or organizes a tradeshow puts the number of registrations as their top priority throughout the months and weeks before the event. It’s a metric that tells you a lot about the potential success of your conference.

This KPI, however, needs to be drilled down further to uncover sharper pre-event insights:

  • Compare weekly and monthly registration numbers
  • Consider past event registrations
  • Take possible seasonal factors into account
  • Track the impact of different promotion channels on registrations

Having a multi-touch, multi-channel approach at promoting your tradeshow is a proven way to increase registrations. We’ll learn how it works later in this post.

Confirmed Attendees

This is the number of registered attendees who categorically say they’ll be coming to your event. It indicates potential turnout at your tradeshow.

We’ve already learned that engaging with potential attendees via various channels and at different points prior to event kickoff is an effective way to boost registrations. This strategy also helps you maximize attendance rates by leveraging the following:

  • Start with a carefully-vetted attendee list
  • Follow up immediately after each signup with a welcome/verification email
  • Engage registered attendees on relevant online and social communities
  • Use event telemarketing to assist potential attendees with registration
  • Remind registered attendees via personalized emails and one-on-one phone calls at various points leading up to the event

Attendee Demographics

It’s good practice to segment attendees and to personalize your event outreach based on these groupings. This allows you to tailor your message according to relevant factors and generate higher response rates.

That’s why you need to gather different demographic and firmographic data on your target audience including:

  • Job title
  • Vertical
  • Size (total assets, revenues, or employees)
  • Technographics (technology in use and tech maturity)

These data points are best gathered piecemeal throughout the pre-event stage, which helps avoid overwhelming your attendees. That’s why event promotions need to be carried out via different channels and at multiple touches.

Event Page Engagement

The event page or website serves as the hub of your tradeshow’s online presence. It’s the ideal place to make schedules, profiles, news, and announcements available to your target attendees.

That’s why how much engagement your event page generates is a good indicator of pre-event performance. These are the best metrics to gauge event page engagement:

  • Traffic
  • Click-through rates
  • Bounce rates
  • Average time spent
  • Conversion rates

An effective event page requires the right balance between design, content, and SEO. It needs careful planning and preparation. That’s why for tradeshows with tight schedules, it’s highly recommended to partner with a reputable company that provides web design and SEO services.

Email Engagement

Around 76% of marketers say email is their most effective channel for promoting live events. Emails drive registrations and attendance rates. They provide a targeted and personalized approach at connecting with attendees at each step of the pre-event process—fulfilling different roles such as invitation, confirmation, and notification.

Email engagement metrics are also good indicators of your tradeshow’s pre-event performance. KPIs such as delivery rates, inbox placement rates, open rates, CTRs, reply rates, and conversion rates shed some light into the potential turnout and level of interest from your attendees.

To boost registrations with pre-event emails, you need to:

  • Build anticipation and exclusivity with your announcement email
  • Choose an influencer or key decision maker as the email sender
  • Showcase your exhibition and your speakers
  • Encourage participation and feedback
  • Use automated but personalized confirmation emails to handle RSVPs
  • Schedule daily email reminders starting at least three days from event date

Number of Pre-Event Reach Outs

The average B2B marketer uses 5 marketing channels to promote a live event. These typically include emails, social media, online, phone calls, and direct mail (yes, direct mail).

All these channels need to provide a coherent conversion path that an attendee will follow from registration, all the way to check-in.

The number of pre-event reach outs counts the touches made with the different channels for each attendee. It shows how deep your pre-event engagement activities run.

Getting the most impact from a multi-touch, multi-channel pre-event program means being able to:

  • Define and implement a robust pre-event nurture cadence that attracts and converts attendees
  • Build an event marketing technology stack that covers registration management and contact management
  • Integrate your event tech stack with your marketing automation platform
  • Track and analyze critical analytics

Scheduled Event Meetups

More than 83% of B2B marketers cite increasing sales as their primary reason for participating in tradeshows. Tradeshows offer excellent opportunities to meet with potential customers in a suitable setting.

That’s why, going into the event, your tradeshow team needs to have a set number of scheduled meetups with attendees, especially those who are already showing a high level of fit and interest.

Knowing the number of scheduled event meetups will help you gauge the potential pipeline value you can generate from your event.

  • Compare your ideal buyer profiles with attendee demographics
  • Assign preliminary lead scores and update the values throughout the pre-event phase
  • Tailor your pre-event cadence to maximize scheduled meetups with highly interested attendees

Press and Media Coverage

For live events which are geared more towards branding, the amount of media coverage is a good indicator of how successful you’re able to promote the tradeshow. This is especially true for coverage received from sources related to your industry.

Media coverage can include paid and earned channels, and this is typically measured using the following metrics.

  • Volume of attention: How many sources mention your event, product, brand, or company
  • Audience reach: How many people have the chance to consume the sources that feature your brand
  • Share of voice: How your media mentions compare to those of your competitors
  • Message resonance: How well your key message penetrates media coverage

Sponsor Partnerships

Some live events involve a great deal of sponsorship and idea pitching activities. Knowing your events’ performance in terms of its ability to attract sponsors is also a key indicator to keep track of. That’s why the number of outside partners that grabbed your sponsorship opportunities is a crucial pre-event KPI.

 

During the event

Once the event gets underway, the priority shifts from the quantity of registrations to the quality of engagement. These eight KPIs best measure how well you meet this goal.

  1. Event Check-ins
  2. Attendee Engagement
  3. Speaker/Presenter/Exhibition Engagement
  4. Completed Meetups
  5. Social Media Engagement
  6. Networking Results
  7. Opportunity in the Room (OITR)
  8. Repeat Attendees

Event Check-ins

The number of event check-ins represents how many registered attendees actually showed up. But there’s more to this metric than simply the crowd size or the number of badges you scan. Event check-ins are best evaluated when:

  • Expressed as a percentage of registered attendees and confirmed attendees
  • Compared across different attendee demographics
  • Plotted against your previous events and tradeshows
  • Adjusted for late RSVPs or unregistered attendees

Attendee Engagement

Attendee engagement covers a broad set of metrics, which can include a number of specific actions that show attendees’ interest such as:

  • Event page views
  • In-app activity
  • Forum/community participation
  • Session attendance

Speaker/Presenter/Exhibition Engagement

Although this is technically part of attendee engagement, there are some special KPIs you should monitor that directly relate to how your event audience interacts with your guest speakers and reps at your booth.

These metrics measure a deeper level of interest which can be hard to pin down with just generic attendee engagement KPIs.

A few examples of speaker/exhibition engagement metrics include:

  • Speaker profile page traffic and conversions
  • Direct messages to speakers or members of your tradeshow team
  • Inquiries and hand-raisers
  • Booth traffic
  • Community members and activity

Completed Meetups

This is the number of scheduled meetups that actually take place. This KPI is very useful for tradeshows with sales as the primary goal.

Completed meetups should be compared to the total number of scheduled event meetings you determined prior to the event. A wide gap between the two figures can indicate poor engagement and low conversion potential.

Social Media Engagement

Closely related to attendee and speaker interaction, social media engagement involves an entire set of KPIs to track. These numbers include:

  • Likes, comments, and shares
  • Mentions
  • Hashtags
  • Reach
  • Followers
  • Audience growth rate

Social media forms a core component of attendee engagement during the event. It provides a convenient way to communicate with attendees on the topics and communities that revolve around your exhibition or show.

Networking Results

Exhibitors and organizers often plan B2B matchmaking opportunities for their attendees. Networking opportunities add more value to your event, and the results of these networking activities help you gauge how well your event enables attendees to interact with each other.

Some of the ways to boost networking results include:

  • Encouraging an active online community
  • Making it easier for attendees to mingle (through name badges and session activities)
  • Matching attendees based on relevant factors
  • Organizing group-based tasks

Opportunity in the Room (OITR)

This is an event KPI introduced by events planning software SocialTables. It represents the anticipated total sales pipeline value of your tradeshow attendees.

There are two ways to calculate OITR:

  • Raw OITR: The total number of RSVPs multiplied by the average deal size
  • Projected OITR: The raw OITR adjusted for conversion rates (attendees to qualified leads, leads to proposals, proposal to closes)

The OITR gives you an early feel for your event ROI. This is especially useful for marketers who follow a long and complex sales cycle (where event ROI can take a while to realize).

Repeat Attendees

If you’re organizing a recurrent (monthly, quarterly, or annual) event, then you also need to track the number of repeat attendees your tradeshow generates. This metric indicates how well your events resonate with your core audience.

A high or increasing number of repeat attendees can mean that your main audience is getting genuine value from your events. Otherwise, you may need to reconsider your tradeshow strategy.

After the event

As you know all too well, event marketing activities continue long after you pack up and head home. During the post-event phase, the primary goal changes from engagement to conversion. The following KPIs are the most suitable yardsticks for measuring post-event marketing performance:

  1. Qualified Leads
  2. Customers Acquired
  3. Cost per Lead/Customer
  4. Speed and Depth of Follow-up
  5. Net Promoter Score (NPS)
  6. Brand Impact
  7. Gross Ticket Sales
  8. Cost to Revenue Ratio

Qualified Leads

Going into your tradeshow, you already have a clear idea about who your most promising attendees are (based on attendee demographics, firmographics, etc.). During the event itself, you narrow down this group further using the level of interest they show and additional information they provide.

Now that you’ve learned everything you can about your most promising attendees, it’s time to find out which ones have a good chance of actually turning into customers:

  • Marketing-qualified leads (MQLs): Attendees who meet your definition of an ideal lead but still need further nurturing
  • Sales-qualified leads (SQLs): Attendees who represent your ideal buyers and are ready to face your sales reps

Customers Acquired

This is the number of tradeshow-generated leads who actually turn into customers. Of course, depending on the length and complexity of your sales cycle, it can take you a while to find this out.

In order to maximize the value of leads you acquire from your event, it’s often a good practice to focus on nurturing and closing opportunities, instead of following up each attendee.

That’s why I highly recommend outsourcing part of your post-event conversion process to an agency that specializes in handling B2B event promotion and follow-ups.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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