Modern Marketing Engine podcast hosted by Bernie Borges
Bernie Borges - Host of the Modern Marketing Engine Podcast
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How To Measure Contribution To Sales Pipeline From Events
Subscribe to Modern Marketing Engine on your app of choice. Events have been a notoriously difficult marketing channel to measure when it comes to adding qualified leads to the sales pipeline. Much of that difficulty has been due to the limits of the technology marketers have used for years, but there are also shortfalls that have happened in the realms of strategy and planning that need to be addressed. Bernie’s guest on this episode of Modern Marketing Engine is Corey McCarthy, CMO of Socio—a company whose customizable event apps are changing the way companies engage with and measure event leads. Listen to discover how to coordinate event lead generation efforts with sales, how to get marketing and sales on the same page for event planning and strategy, how to make sure event leads make it into the sales pipeline, and ultimately how to measure contribution to sales pipeline through events. Mark your calendar for February 26th and 27th in Salt Lake City at the Grand America Hotel for NEXT 2020. Register now using the discount code ‘Vengreso’ and save 40% Click here to sign-up! Why Has The ROI On Events Been So Difficult To Track? In the past, lead capture at events has not been easy or effective. Corey points out that the paper-spitting dinosaur marketers have used for years - printers - are still around and are part of the ongoing problem of tracking event ROI. The good news is that events don’t have to remain on the fringes of effective tracking. This is the age of data and technology has changed in ways that provide options for capturing and integrating leads from events into existing CRM systems. There are also many lessons-learned from past failures that savvy marketing and sales leaders can implement to make event planning and strategy pay off more. Listen to hear how Corey leads her team to make the most of events through effective planning and the use of technology. How To Effectively Tackle The Handoff Of Event Leads To Sales To make sure leads collected at events make it into the sales follow-up pipeline, you have to start at the top. Corey says you must align marketing and sales at the highest levels so that everyone is pursuing the same goals for the event. Part of the problem in the past has been that while sales leaders have often set goals for events they have failed to clearly set KPIs for the sales team selected to attend the event. There has also been a failure when it comes to setting ground rules for event participants. An example that resonates with Bernie is that sales reps at the event should not be allowed to conduct sales calls or demos from their hotel rooms while at the event if that would require missing pre-assigned event responsibilities. It’s also beneficial to understand the context of an event to maximize the spend and manpower invested. Event attendees are often decision-makers who are hard to connect with through traditional means, so wisely making a priority of connecting with them at the event is key to effectively creating sales conversations . How Marketing And Sales Can Collaborate For Events From A Planning Standpoint Corey was kind enough to walk Bernie through her event planning process to demonstrate the pieces that make for effective collaboration and strategy. Corey says that she (the CMO) looks at her calendar for the coming year so she can plan events the company will participate in— and identify the personnel that should be assigned to participate in those events. She’ll coordinate with sales leadership to select the sales reps for each event whose skills best match the needs of the potential attendees. From there, Corey communicates with sales leadership so they can plan travel budgets and clear the schedules of sales reps accordingly. Once the top leaders from marketing and sales have chosen their team, they will pull together that team to discuss the event, their goals for it, and to communicate expectations and KPIs. They will asse
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