Presentation: How to Measure ROI for Exhibits and Events

    In today’s B2B event industry, marketers are challenged to generate high demand and find leads using limited resources, such as a tight budget. This can lead to making risky or even misguided decisions that may not necessarily pay off in the end. Luckily, the last few years have brought us technology that can predict, measure and analyze the ROI of events in order to make strategic decisions and allocate resources in such a way that brings the highest ROI. Join Validar’s Founder and CEO Victor Kippes in his educational talk at the Exhibitor Conference this November to learn…

How to convert your event leads using email and landing pages

When incubating leads with the intent of creating conversions, your messaging, creativity and brevity will impact to a great degree the success of your campaign. This post will provide some quick suggestions to consider when creating landing pages for lead conversions. The first place to start is by categorizing your leads list. For tradeshows, customize your lead retrieval solution to accommodate three buyer types; I have a need – Have sales call me Cool product, I’m not a decision maker, send info I’m here because you're giving away popcorn This is a great place to start when incubating leads for…

Key Steps for Implementing Marketing Automation Campaigns

Marketing automation relies heavily on email newsletters and event-triggered actions through those emails. When setting up your campaign, preparation and strategy are the key steps to take, the rest is just execution.  With dozens of steps to consider, it’s important to follow a systematic approach to setting up your campaigns. Team Validar, who has been helping companies implement and measure events for more than 10 years, has a few tips on how to approach this task. 1. Decide on your goals and methods Select strategic, measurable and realistic goals prior to taking any action. What is the overarching goal you…

A Technological Checklist for Tracking Your Event

We understand that while preparing for your next event, there will likely be a long checklist for all the odds and ends that will function to make your shindig successful. It’s important to remember that for events big or small, capturing actionable data from individual attendees is vital if your event intent is to generate demand. If it seems like adopting new technologies will over-complicate your strategy or your event to-do list, we encourage you to consider the following: for the cost of a bit more, learning and effort up front, gathering event data will indicate how time and money…

Best Practices on Working with GDPR

On May 25th, 2018, the European Union implemented data privacy rules about the processing of individual data and the free movement of that data called General Data Protection Regulation or GDPR. GDPR Is specifically relevant for businesses that collect and use individual data for various purposes, such as business analyses, marketing, and sales (that’s not all). In short, GDPR is designed to give citizens of the European Union more control of their personal data - such as requiring local businesses to disclose all data collection processes to their customers. Although GDPR was passed only in the European Union, it impacts…

4 metrics you should focus on if you’re not receiving ample credit for your event marketing efforts.

As we all know, Digital Marketing has experienced explosive growth over the past decade, primarily due to the measurable impact it has on a company’s trajectory. However, research shows that in-person events have remained one of the top drivers of demand and revenue for most B2B organizations driving a significant increase in face-to-face events spend. Considering this, there is a significant growing need among marketing teams to mirror the insights they are now getting from digital tactics by tracking attendee behavior at events. There are four metrics that should be readily available to Marketing and executive management on an event…

Three technologies for increasing attendee engagement

The raw emotion and element of surprise inherent in live presentations can capture an audience and create lasting positive associations for your brand. If you want your clientele to habitually attend, purchase more frequently, and recommend your product, integrating their experiences into your event strategy is crucial. Keeping attendees focused during meetings, events, and product demonstrations is a skill that very few master. Humans are notoriously distractible; cell phones, as a tool of commerce and social frivolity, have made it that much harder to keep your audience interested in what you have to say. Clever business leaders embrace technology despite…

Pipeline Marketing: 3 Tips for Industry Events

Historically, marketers have used lead generation—the process of creating new contacts for the sales team—as a primary metric for their success. This measurement can assure that quantity will easily begin taking precedence over quality, and sales teams become tasked with the time-suck of following up on leads that are not ready to speak with a salesperson or perhaps not even interested at all. Rather than focusing and measuring the top of the funnel (lead generation) activity, and then passing those leads down to sales, pipeline marketing focuses on identifying where each lead falls within your buying cycle, delivering content that…

Sample Follow-Up Campaigns to Retain Your Leads

Keeping potential customers engaged without pushing too hard is a fine line: overwhelm them with outreach and your leads will likely bounce; but fail to follow-up quickly and accurately enough, and you risk losing your warm lead to a competitor. To retain—and then recycle—each lead available to your team will require expectation setting throughout your product’s lifecycle, and this demands teamwork between sales and marketing. For each campaign you run, marketers should aid your brand in understanding the motivations for each potential lead, and salespeople should follow-up with a cocktail of targeted data and personalized service. Particularly in the wake…

What you need to change to understand the true value of events

Many companies excel at producing vibrant face to face events for customers and prospects, but they struggle articulating the revenue impact. This in turn impacts budget, and an overall understanding of true impact face to face offers relative to other demand gen activities. Much like any other activity in your business, producing an event must bring value and have a measurable goal. Below are some things you can do to better understand and articulate your events true economic value. Before an event: Before you even begin planning for your event, make sure to identify actionable and measurable goals that align…