Emir Atli’s Post

🙋♂️🙋♀️ RAISE YOUR HAND if you have no idea how your in-person or virtual marketing events are influencing revenue. PROBLEM: Our sales team works with prospects who have attended events that we hosted, or leads we captured at tradeshows. We have no idea what deals are getting influenced by this. SOLUTION: The Event-to-Deal Attribution Workflow Action in event•hapily by hapily. Our event management app built for HubSpot. I've been waiting to show you this for so long, and pumped I can send you into the weekend knowing there is a better way to attribute sales revenue back to the investment you put into your event strategy. Marketers, I know it's a pain to get your sales team to manually attribute a deal back to an event. Maybe you spend hours manually associating records, or have a giant dropdown with 100s of events to choose from. Either way, it's a pain. Sales needs to focus on selling, and you can't expect them to always have the right information, or time to be able to figure this out for you. That's why we built a workflow action to put this on autopilot for you. No more manually tagging deals to events, no more bugging your sales reps, no more wasted hours in spreadsheets. It's time to manage your events better in HubSpot. I'm covering event•hapily demos for the next two weeks while my colleague Joe St Germain takes his well deserved honeymoon. If you want to see event•hapily in action and nerd out with me. Feel free to book a demo. Link is in the comments.

The biggest mistakes I still see people making at conferences and tradeshows. Here are some of my top pet peeves when it comes to shows like Dreamforce and Inbound. 𝐑𝐞𝐩𝐬 / 𝐛𝐨𝐨𝐭𝐡 𝐬𝐭𝐚𝐟𝐟 𝐨𝐧 𝐭𝐡𝐞𝐢𝐫 𝐜𝐨𝐦𝐩𝐮𝐭𝐞𝐫𝐬 𝐚𝐭 𝐭𝐡𝐞 𝐛𝐨𝐨𝐭𝐡 If you're at the booth, you must be ready to engage! I don't care of it's slow or during sessions. I don't care of you have a sales call. If you need to be on your computer, go somewhere else. 𝐒𝐭𝐚𝐧𝐝𝐚𝐫𝐝 𝐛𝐨𝐨𝐭𝐡 𝐬𝐰𝐚𝐠 Using swag is still a great strategy, but only if the swag is good! Forget the pens and notebooks and t-shirts. And don't get me started on swag with big and annoying logos. Your CEO is the only one who cares about wearing swag with the company logo front and center. Get creative. Use Sendoso and their SmartSend to personalize swag.  𝐅𝐨𝐥𝐥𝐨𝐰𝐢𝐧𝐠 𝐞𝐚𝐜𝐡 𝐨𝐭𝐡𝐞𝐫 𝐚𝐫𝐨𝐮𝐧𝐝 𝐭𝐨 𝐩𝐚𝐫𝐭𝐢𝐞𝐬 There are more anciliary parties and events at Dreamforce and Inbound to count, and you should hit as many as you can. But it drives me crazy when your entire team follows each other around and only talk with each other. Use the buddy system and pair up, then split up! 𝐂𝐨𝐮𝐧𝐭𝐢𝐧𝐠 𝐛𝐚𝐝𝐠𝐞 𝐬𝐜𝐚𝐧𝐬 There are so many people to scan, but most of it is just noise. It's about finding the right people. How do you attract, quickly identify, and then capture actual buyers? You should be measured on meetings set with your ICP. Chili Piper calls these QHMs (Qualified Held Meetings). 𝐆𝐮𝐞𝐫𝐫𝐢𝐥𝐥𝐚 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐚𝐜𝐭𝐢𝐜𝐬 𝐭𝐡𝐚𝐭 𝐝𝐨𝐧'𝐭 𝐭𝐢𝐞 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 There are some creative companies that do fun guerilla marketing and get attention. But most of the time, the message or overall campaign doesn't tie to the company in any way. It's like the Superbowl commercials that are funny, but then you don't remember what the commercial was for. What would you add? #dreamforce #inbound #eventmarketing #marketing #b2b

What kind of comms do you do post-event? We just got back from AWS Summit London and are pushing live our post-event comms. This includes marketing follow up, outreach sequences, highlighting relevant content + next steps for leads. What are some of the best practices you have for getting your event leads moving into the deal stage? - Over-communicate: Make sure everyone knows when the leads are coming in, who they are and what they're interested in. Create demo reels and boards for sales teams on this particular persona + message. Add as much information into the marketing notes as is relevant for sales, and better yet—place it all in one Miro board to make it easily accessible. - Exec CTAs: Ask your exec team to share the post-event plan with sales teams. Let sales know these leads are coming and how to engage with them. Info coming from your sales and revenue ops leaders is more likely to be seen. - Info sessions: Host informational sessions on these leads and the overall messaging, as well as which assets they can use to have valuable conversations. Make sure to have plenty of Q&A time—you can even make it a working session where sales goes through the event leads on the call. What are your event follow up best practices?

I agree with this trade show lead scanning strategy take. It’s worth a read. - as long as you assign leads appropriately, all scans are good leads because they provide data - create categories, educate your team - don’t waste sales time, be sure they only get leads that are qualified Does your team scan only marketing and sales qualified leads, or all?

So many manufacturing companies invest tens of thousands of dollars into industry conferences and events, yet miss numerous opportunities to connect and engage their target prospects at these events. They often take a reactive approach and only engage the marketing folks when they need to secure the booth space, create updates to signage and flyers, and to send a post-event email to all of the people who handed them a business card. Those things are all needed, and someone has to accept responsibility for those actions. What I'd love to see is a more proactive and strategic approach to this whole process starting with the end in mind. • 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗰𝗹𝗲𝗮𝗿 𝗴𝗼𝗮𝗹𝘀 - this could be for each salesperson to get 10 new qualified leads and meet with 5 current customers, add 200 new contacts to the email marketing list, get feedback from 50 people on a new product offering, or thank current customers or industry partners • 𝗗𝗲𝘁𝗲𝗿𝗺𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝗲𝘃𝗲𝗻𝘁 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 - What is your message or focus of communications with your booth visitors? Will you have booth activities to engage them? Should someone from your organization be speaking at the event? Are there opportunities for event sponsorship or for a separate happy hour event that can be used to further drive towards your goals? • 𝗟𝗮𝘂𝗻𝗰𝗵 𝗮 𝗽𝗿𝗲-𝗲𝘃𝗲𝗻𝘁 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 - line up booth appointments, warm up your target prospects and communicate, raise awareness for your sponsorship or speakers, run geofencing ads leading up to and during the event to attract people to your booth • 𝗟𝗮𝘂𝗻𝗰𝗵 𝗮 𝗽𝗼𝘀𝘁-𝗲𝘃𝗲𝗻𝘁 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 - what's your follow-up with qualified prospects (phone calls, emails, discovery meetings), set up targeted ads to your email list, establish email nurture campaigns to your new email subscribers • 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗣𝗼𝘀𝘁-𝗘𝘃𝗲𝗻𝘁 𝗥𝗲𝗰𝗮𝗽𝘀 - run reports against your goals, talk about wins and lessons learned, document how you would improve or change things for the next event I would love to hear what others have learned! Click "add to my list" so that this can be a resource for others to use.

There's just now way to measure straight-line ROI on in-person events. But Accoil Analytics is going anyway. We're really just about to launch, so we're not global yet. But we plan to be. It's SaaS after all. And because we're global, it makes sense to show up. We showed up in the US last month, doing SF, Vegas, and Austin. Got some people keen to join our early access. We're going back to SF in September. Then on to Dublin in October. For years, the best way we've found to connect with people is to show up. The decision to keep traveling isn't hard. But the ROI is not easy to assign. Of course there are the leads lists and CRM updates. You can count those and track when they convert to revenue. What gets lost in the ROI-focus is that coffee chat that turns into a mention that turns into a gmail signup that turns out to be a Fortune 500 account. There's no tracking that. But I can confidently say that every event we've ever done has had a net positive ROI. Just don't ask me to prove it.

Don’t be that company pouring hundreds of thousands of dollars into your flagship event, spends months planning every detail, and sends 10+ people to make sure everything goes off without a hitch just to return and be slapped with the realization that relying on the event for lead capture was a mistake! This exact scenario is happening at nearly EVERY 👏TRADE 👏 SHOW 👏 I’ve spoken with several of these companies since returning from HubSpot INBOUND who were either there or had tradeshows the same week as us and they still haven’t uploaded their leads to be worked 🤯 Speed to lead is the name of the game and waiting any more than a day for the initial follow-up is asinine, and you’ll soon be in the hot seat justifying your job when the reason you don’t have any pipeline is because the event hasn’t sent back the leads yet. Here is the 10-step winning formula: 🕖 Pre-event 1. Setup a campaign with multiple follow-up workflows based on lead qualification (marketing). 2. Setup multiple Outreach/Salesloft sequences based on lead qualification (sales). 3. Setup Mobly with tags for lead qualification. 📢 At-Event 4. Use Mobly to capture and qualify leads at the booth. 5. Use Mobly to capture and qualify leads at the dinner, the sidecar, the happy hour, and anywhere else you send the team! 6. Mobly enriches those leads and pushes to the unique and personalized campaigns you setup prior to the event based on the tags. 7. Watch your pipeline grow before you have even left the tradeshow floor! 📈 Post-event 8. 🛫 9. 🚢 10.🏝️

Creating an effective event marketing strategy is one of the most important steps to business success, and email can be key. Read our guide to discover the essential steps to ensure your #eventemailmarketing is a resounding success.

Creating an effective event marketing strategy is one of the most important steps to business success, and email can be key. Read our guide to discover the essential steps to ensure your #eventemailmarketing is a resounding success.

#EventProfs, set high targets for tradeshow scans 🎯 I am fully aware that this metric is becoming passé. Your revenue leader fears unqualified leads and wasted time. Your CMO is caring less because the metric is actively being trashed by the leading marketing attribution podcasters. However, as a B2B event marketer, you should care—here are three key reasons why: 👉 They Reveal Who’s Onsite Events increasingly protect attendees from an overwhelming amount of vendor outreach by withholding attendee lists and limiting sponsor access to in-app lists and networking functionalities. You can unlock attendee lists by scanning badges through sponsored giveaways, QR codes, sessions, receptions, and more. This gives your team real-time data to schedule meetings and make onsite connections during the conference itself. If you have an open dinner seat, this data is gold. Conference attendees do in fact check emails and open LinkedIn during keynotes and breaks. (But don’t call, ever.) 👉 Today’s Scans Fuel Next Year’s Outreach For events you sponsor year after year, past scan data enhances pre-event outreach. Your sales team can more accurately target field events and onsite meetings. Moreover, if you run effective, relevant email nurture campaigns throughout the year, you’ll improve brand recall at the next show. 👉 They Convert Well, more specifically, they can convert, —but it depends and caution is key. If at least 40% of conference attendees fit your ideal customer profile and you have a solid lead-scoring system, scans can drive opportunities without overwhelming your sales team. Believe it or not, some of our more recent events have yielded as many post-conference meetings and opportunities from giveaway-driven scans as sponsored speaking sessions. Hitting this target won’t get you promoted. And, it can be career-limiting if you continuously send over voluminous low-quality leads to sales. But in my experience, good event marketing requires good data, and tradeshows offer troves, if you get the scans. #eventmarketing #b2bevents