A sales persons plea to event marketing!

Sometimes marketing resources are so disrespectful to their sales counterparts.  Let me give you an example.  I was in a meeting last month with a very smart marketing company asking my usual questions, one of them being, "If you capture all of these metrics at your event would you like to pass this data to your sales team?" The answer was; "No.  They'll be at the event with their customers anyway so no need to provide this data.  They will know."  Here is another example.  I know a company that produces a world class event while capturing metrics and data that is unbelievable specific…

Strategic Event Execution with SmithBucklin

Validar enhances efficiency of SmithBucklin’s user group client organizations. SmithBucklin, the world’s largest association management and professional services group, is the only company in the world with a specialized technology user group practice. With its unparalleled skills, best practices and experience, as well as the industry’s most comprehensive resource base, global software giant VMware looked to SmithBucklin’s expertise to enhance growth and maximize the potential of its fast growing VMware user group program (VMUG). The VMUG and SmithBucklin relationship transformed what began as loosely affiliated groups of VMware customers to a self-sustaining, global nonprofit organization. Today, VMUG has an independent…

Webinar Replay: Event ROI Made Easy – Demonstrate your marketing value

This video discusses tips and tricks on how to setup and leverage your lead management technology and tools to measure the revenue impact of your tradeshow marketing efforts. PerkinElmer also shares what tools they use to capture, distribute, process and incubate the leads they capture from their 200 annual event marketing program. Event ROI Made Easy - Demonstrate your marketing value Please let us know what you think.

Marketing Spin: How to fool your CFO and protect your event budget

This is a true story of a well-executed event gone awry. As you’ve seen in previous posts, we spend a lot of time trying to understand event goals with our new customers and driving down to metrics that are actionable. Usually this is easy for B2B lead generation efforts; where companies invest in an event to grab the attention of attendees that fit their ideal demographic, so they can show them new products and services to generate new sales opportunities. One customer (who graciously let us tell the story, but only anonymously for good reason) recently spent over $200k to…

B2B Lead Gen: Does your event feedback/evaluation match up with your event purpose?

Ok, so you’re going to invest significantly in hosting a corporate event.   There are some very basic questions that you should be asking yourself; What is the purpose of your event or event series? How will you determine if it was a good one or bad one? What are your goals for the event? These are simple questions that we ask our customers when working with them on customizing tools to measure their performance. Getting customers to describe the purpose of their meeting is usually a natural response.  We are launching “New Products”, “New Branding” etc. Finding an answer to the question…

Validar Video: Does your company recognize your value as an event producer?

The team and I spent time last week developing a video describing our value proposition. It all comes down to recognition for your efforts. We believe all event managers and producers add value. Many do not get recognized though with revenue contribution credit going elsewhere. That's what this blog and our company is all about. Helping our marketing customers understand and articulate their contribution so they get credit for their hard work. Please let us know what you think!

Do You Lie (When Surveyed at a Tradeshow)?

Tell the Truth:  Do attendees lie when they have to answer questions at a trade show?    Do you lie when presented with a survey? Recently, I have been debating this topic with some very smart B2B lead management experts.  Some leaders within the Marketing Automation space flat out state all leads including surveyed leads need to be nurtured due to attendees lying when completing surveys at tradeshows. James Obermayer from The Sales Lead Management Association states this as well in his book and I respect his opinion greatly.  I have also spoken to many companies who have tried surveying…

Tailwinds of Marketing Automation and B2B Lead Management for Events

Lauren Carlson from Software Advice posted an interesting article regarding the momentum Marketing Automation firms are experiencing which I agree with.  It wasn't that long ago that people weren't even sure what marketing automation was or how it functioned. Now, marketing teams are aggresively seeking out solutions that help them articulate their value. Why is this happening?  The B2B sales environment has changed drastically due to technology and wiht the changing economy.  Companies today are dealing with changing buying patterns and are focused on streamlining and justifying their expenditures.  There are several specific trends that are driving the adoption of these changes,…

How Do You Gauge the Success of Your B2B Lead Generation Events?

I always ask this question of prospects and customers, knowing in the back of my mind that the answer is nebulous and difficult to answer. By nebulous and difficult I mean: the key performance metrics of their answer is strife with holes regarding economic value. I was in a meeting today and asked a Fortune 100 customer this very question regarding a series of B2B lead generation events they were producing. Here is the response I received: 1) Deviation of attendance level from previous year 2) Decrease or increase of registered attendees versus attended 3) Lead volumes of exhibiting sponsors…

Fishing for Qualified Leads: Which Strategies Yield the Biggest Catch

What do you fish with at tradeshows: a pole or a net? I often speak with exhibitors and event marketers who deploy one of these two lead capture strategies. Let’s review: • “Fishing Pole” strategy - I only scan leads that have expressed legitimate interest in our products and services. If they want a trinket, or have no authority, I don’t waste my time or my sales team’s time by scanning. When I bring home leads they are already qualified because I only scan the good ones. Counts are low but that is what we want. High quality, low quantity.…