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Updated by Eric Westerkamp
Many B2B organizations attend Events as a way of increasing awareness of their brand, meeting with prospects, and generating pipeline. One of the difficulties with events is all the work that marketing and marketing operations have to go through to make sure the event has a positive impact on the companies' pipeline. A typical list of activities may include:
- Getting a list of companies that are going to attend the event - often the list only contains company names and maybe domains.
- Turning that spreadsheet into a list of key contacts that you want to both market and reach out to prior to the event. This often means hours or days matching company names to details in SalesForce, then enriching the accounts of interest for prospects that may attend the show.
- Marketing and Outbound calls designed to drive people to your booth and also book meetings for the field sales team.
- Attending the show and tracking who you met with and their activities.
- Post event marketing and follow ups by the team.
And finally, reviewing the success of the event in generating and influencing pipeline and revenue, and then calculating the Return on Investment(ROI) for the event itself.
What if you could just start with a list of companies and have CaliberMind automate the rest for you? That is exactly what we are going to outline for you below.
Step 1. Figure out which current prospects and opportunities are attending the event
To figure out the cross over, first upload your source list of account names into CaliberMind using the list builder tool. Name this list something like <event_name>_sourcelist_<datetime>. This list will then be used to help figure out exactly what accounts/contacts you already have and which you may need to further enrich.
Now you can take that list and match the accounts to what you have in Salesforce by simply creating a new CaliberMind List and joining it together with all the matching accounts in Salesforce. In the example below, we take a source list and match it to all accounts in HubSpot and Salesforce that have an ICP (our score that tells us how good a fit the company is) over 50 that have also engaged with CaliberMind in the last three months. These are high probability targets for the event.
Using the List Builder you can segment your event list any way you like, pulling signals from CaliberMind, your CRM, your Marketing Automation Platform and any other system connected to CaliberMind.
You want to then save this list with a name like <event_name>_engagedtargets_<datetime>. We will use this list later when we get to marketing and sales activities.
Step 2. Enrich and create a target list of people you want to reach prior to the event
Now the next step is to enrich both the companies and potential prospects for the show using a data-vendor. This will make sure that your final set of targets contains all the companies going to the show (that you care about) and the right titles and roles.
At this stage you would normally have to get your list of companies/domains, go to your enrichment product, enter them into a field, and start to bulk enrich the accounts. Afterwards, you typically would need to figure out who the targets were, download them into a spreadsheet, then re-upload them into Salesforce to create a campaign with the proper members.
Or… let CaliberMind just do all that for you.
Say you only have a list of companies attending, you can enrich your event list using one of our supported data partners. In this case we are going to demonstrate Clearbit.
Go to Settings, then Add Connector, and add your data enrichment vendor’s API token and setup the Connections. You can read more about how to setup the connection HERE.
Next, go to Data Manager -> New Flow and pick from our Flow Templates
a. Use Name to Domain Enrichment to augment your list of companies with domains. You can read about exactly how to use the Clearbit Flow HERE. You only need to use this if your original list does not contain domain names.
B. Use Prospector Enrichment to add missing prospects by titles to your list of companies.
Once you have a list of all target domains (either from the original source list OR through name to domain), enrich all of your target titles. This will enrich for ALL companies (not just who you already have in Salesforce or your Marketing Automation Platform). You can rename this output and call it something like <event_name>_prospects_<date>.
Step 3. Run your Marketing and Sales Campaigns
Now that you have a list of target accounts and contacts, you can track how engaged they are and are aligned with Sales on who are net new prospects vs. existing, and proceed to kicking off your pre-event efforts.
You can now:
- Take the list(s) you created in CaliberMind and push it directly into your Marketing Automation Platform to kick off email nurture campaigns.
- Upload the target companies and their titles to LinkedIn for targeted Ads.
- Create a campaign list for Sales so that your BDR/SDR team can reach out and start to book appointments.
All the while, you are tracking complete engagement of those companies across all our platforms (Ads, Web-site, Email and Sales).
For example, say you want to push the list of companies attending the show and are already engaged with you in a Salesforce campaign. This campaign may be used by your BDR/SDR team to try and setup appointments. To do this, simply create a new Flow in CaliberMind using Create/Update records in Salesforce and send it the list we created in Step 1.
Next you may wish to push the list of prospects into HubSpot or Marketo for an email nurture campaign inviting the prospects to meet you at the show. Do that by starting one of the Marketing Automation Flows and send the list created in Step 2.
Finally, you may wish to take the list of targets and upload them directly into an Ad platform. For that just download your list(s) and upload it to the platform of your choice.
There are unlimited options, and CaliberMind can help support most of your engagement channels.
Step 4. Track the engagement of the target companies - is engagement increasing as you get closer to the event and post event?
At this point you can easily start to track engagement. You’ve kicked off your marketing and sales outreach, are prepping for the event and it’s time to see if you are making progress with the accounts. There are really two types of tracking you will want to do for the event:
- Track the engagement of target accounts leading up to and following the event - did the event create more engagement than if you had not attended?
- Track the Attribution of the event for Pipeline, Revenue and ROI. This will tell you how effective the event was against your top and bottom lines.
To view engagement, head to Analytics -> ABM or search for Surging Accounts and pull the ‘Which accounts have surging engagement’ report.
You can click on List to filter and only pick your event list (<event_name>_prospects_<date>).
This report gives you the following insights:
- Accounts engaged
- Engagement Score Trend (up or down on timeline).
- Engagement Score in correlation to Pipeline & Revenue
- Opportunities created and $$$ value
You can drill down and see specific account activity and contacts engaged.
...And the best part? CaliberMind pushes all this data back to your CRM, so your sales team never has to leave Salesforce!
Now marketing and sales are aligned on:
- Is the set of target accounts increasing in engagement leading up to and post event?
- Which event drove what engagement and when?
- What was the pipeline sourced/ influenced from that event?
- Is engagement trending up or down following the event?
- Plugging in the event cost (in Salesforce Campaign Cost or by connecting your Google Sheet event budget), CaliberMind can even show you the event ROI!
For Attribution, you can now look at three core metrics:
- How this event compares to others you may be performing
- The details around the campaign itself
- The Return on Investment for the campaign
Go to the Attribution Screen via Analytics → Attribution→ Attribution Overview and view how the campaign compares to the others you are working on.
Check out the specific campaign by clicking on it in your list and viewing the details.
Finally, review the ROI specifically for the campaign on the ROI screen which you can access at Analytics→ Attribution→ Campaign ROI