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…

Getting your CRM ready to rock events

Whether you’re exhibiting at a tradeshow or producing your own proprietary events, getting your CRM system prepared pre-event is critical if you desire to track the revenue impact to your companies sales pipeline. This quick post will provide tips to consider with your CRM system to measure ROI for both event types. Team Validar specializes in bringing you the most accurate results from your events, but first, let’s prepare your CRM and get some stress off your shoulders. 1. Tradeshows Tracking lead preferences can be difficult at tradeshows given the high volume of traffic and brief nature of most discussions.…

5 easy ways to get your feedback response way up

With greater access to event technology, brands have fewer excuses for hosting events with unmeasured or ambiguous returns on investment. Every attendee can tell you something different about their experience and how your event content aligned with their goals and objectives.    Below are five strategies for increasing event evaluation response rates or maximizing every encounter with guests and potential customers. Deliver a great attendee experience:  For events, first impressions are a vital and important aspect to garnering valuable positive feedback. Start by speeding up your event check-in process onsite. Event Ticket grants attendees access to your event in a…

Extend Your Marketing Stack to the Show Floor – Part 2

Bringing your Marketing Stack to the Show Floor Many companies have mastered deploying technology to track and measure web-based customer and prospect activity well, both implicitly and explicitly through forms. This is not the case for face to face events, where a large percentage of face to face activity is tracked by the event team and for the event team only. It’s hard getting this data into their Marketing Stack. There are steps though, that you can take which require rethinking how you deploy your marketing technology stack pre-event and your data capture technology during the event. Having a prepped…

Extend Your Marketing Stack To The Show Floor – Part 1

What is a Marketing Stack? Your company’s marketing stack is essentially a collection of all marketing technologies and tools you use to achieve your marketing objectives. Its main purpose is to allow you to build and educate a database of potential customers and guide them through the customer decision journey to the point of purchase through an integrated system of newsletters, ads and offers. What’s included in a marketing stack? So what does a marketing stack consist of? Different companies may require different marketing stacks depending on their product, size and resources. Below is a classic example of a marketing…

How to Track and Optimize ROI From Events

No matter the industry, we often rely on human connection to build relationships, personal and business. “There is simply nothing that can replace meeting your customers and prospects face-to-face,” says Matt Heinz, President of Heinz Marketing. This is why seasoned marketers and salespeople prefer to attend in-person events to meet potential leads and connect with current customers. Attending an event requires lots of time and hard work, but is it worth the investment? The Validar team put together a detailed, step-by-step guide on how to plan, optimize and measure your events to earn the highest ROI - read the full…

3 Features To Help You Better Understand Your Attendees in 2018

We hope you’ve had a smooth and productive start to 2018. We’ve got some exciting product updates we wanted to share with you – we know it can be hard to keep up with all the new things coming your way. We’ve broken down 3 key improvements and their benefit to you, if anything sounds interesting or you want to know more, we’re just a phone call or email away! vConnect for Salesforce Users! Your event content is having a tremendous impact on customer and prospect decisions to buy and we believe you deserve credit and recognition for this. With vConnect,…