1、1The Ultimate Event Management PlaybookA Comprehensive Guide for Marketing,Sales,and Revenue Operations Leaders2You just signed a contract to sponsor a big industry event.This is an important day for you and your business because youre getting your name out there(brand awareness )and setting up your

2、 team for meetings,pipeline,and revenue.Youre thoroughly prepared for the pre-show prep,the on-the-ground activations,and the post-event nurtures.Oh.You arent sure if youre ready to run an event from start to finish?Not sure about enablement,planning,activations,timely follow-ups,lead tracking and a

3、ll the other things that need to seamlessly work together to really drive ROI from that event?Well,let us help.Introducing:The Ultimate Event Management Playbook!Learn tips and tricks from people whove been there,done that.Congratulations!3Table of ContentsEXECUTIVE SUMMARYMARKETINGEvent Strategy&Go

4、als.6Content Plan.8Design.9Giveaways&Swag.10Enablement.11Activation Plan.12Booth Enablement.13Speakers.14Dinners&Hosted Events.15Event Debrief.16SALESSales Staffing Plan.18Employee Travel.19Account&Contact Selection.20Internal&External Incentives.21Driving Traffic To Your Booth.22Scheduling Meetings

5、.23Its Go Time:Working the Event.24Event Follow Up.26REVOPSList Building.28Campaign Creation&Reports.29Meetings:Stop Using Spreadsheets.30Post-Event List Load Process.31Reporting&Dashboards.32ITS A WRAP:YOU GOT THISEVENT RESOURCES&CHECKLISTS4Executive SummaryDelivering the best ROI from an event inv

6、olves a collaborative,coordinated effort between three powerhouse teams:Marketing,Sales,and Revenue Operations(RevOps).In this comprehensive playbook,weve compiled the wisdom of experienced leaders to break down the pre-event,during-event,and post-event actions for each team.MARKETING TEAM Managing

7、an event from a marketing perspective first involves creating an event strategy and establishing goals.Then,after identifying a clear owner of the event(typically Marketing),each internal team can align on individual responsibilities.Working within a budget,Marketing is tasked with overseeing conten

8、t and speaking engagements,producing materials,and collaborating with the Sales team on pre and post-event outreach and marketing.Where available,Marketing supports event-based speaking opportunities,dinners,and other hosted events.Once completed,Marketing conducts an event debrief,tracking metrics

9、and gathering feedback for future events.SALES TEAMA Sales teams involvement in an event,although collaborative with Marketing,differs greatly in responsibilities.Once Marketing has shared the event framework with Sales and RevOps,Sales leaders will then form a staffing plan.Working with RevOps,Sale

10、s teams will create target lists of prospects for pre-event outreach,ideally scheduling face-to-face meetings.During the event,booth staff are actively engaging with attendees,capturing prospect information and performing product demonstrations.Post-event,Sales team members execute strategic follow

11、up actions,collaborating with marketing and RevOps for lead processing,ranking,segmentation,and nurturing.REVOPS TEAMOften overlooked,the RevOps team is a key facilitator for event success and ROI.Working closely with Sales and Marketing,RevOps is responsible for building segmented contact lists,set

12、ting up campaign attribution,optimizing meeting scheduling,creating reports,and ensuring the efficient handling of leads post-event.RevOps has the ability to assess event ROI through reporting and dashboards.5Marketing Team:Define,Plan,Execute 016Event Strategy&GoalsI know you want to jump straight

13、into the fun stuff like branded socks and trade show spinning wheels,but patience there young Padawan.Creating an event strategy and setting goals is unequivocally step numero uno.If youre not strategic,you could spend a lot of time,money,and energy with little return on investment.Relationship buil

14、ding and networking Speaking opportunities Checking out competitors Showing off your product Showcasing new products or servicesWhy are you doing this event?What is the purpose?What stakeholders do you need to get involved?As you set event goals,determine what success looks like.Evaluate historical

15、data where available.If youve attended this event in the past,review impact under the lens of metrics:Net-new contacts Pipeline generated Meetings held Opportunities generated Closed revenueLooking at historical data will help establish your goals and motivate your team to reach those goals.Historic

16、al data also has the power to create buy-in.Other important event goals,though not easily measured,may include:Building brand awareness Talking face-to-face with existing customersAs you begin the planning process,determine which internal team will have ownership of the event strategy.Often,the Mark

17、eting team leads event planning,but will collaborate with a committee of Sales and Operations leaders for overall alignment.Marketing typically owns event selection,budget,content creation,and event and booth planning.Sales typically owns outreach,booth staffing,and follow up.Operations will help au

18、tomate and optimize processes.But dont be surprised if there are some overlapping responsibilities.1EVALUATE ROI2OWNERSHIP“One simple equation for event ROI is at least 4X pipeline from the cost of the event.This is dictated by your sales teams win rates.If my sales reps win 25%of the opportunities

19、in their event-attributed pipeline,then getting$400k of pipeline from a$100k event investment means we covered the cost in closed-won revenue.Adjust the multiplier accordingly based on your reps win rates.”Rob Simmons Tech Industry Sales Leader7Event Strategy&Goals(continued)Ideally,you selected a p

20、articular event or conference because the attendees fit your ideal customer profile(ICP).People go to events with the intention to learn,engage and network.Its the perfect place to introduce new potential customers to your brand,products and services.Perhaps your brand is unfamiliar to them,but beca

21、use of the power of in-person connections,now they know it.Take a moment to evaluate your event ICP by answering these three questions:Who is my audience at this event?What do they want and/or need?What do I want attendees to do and/or learn?Allocate 15 to 20 percent as a contingency fund.Research c

22、osts for each line item and estimate each expense.Get quotes from vendors.As you lock in vendors,update your expense tracking.Keep records of all expenses in Salesforce campaigns or in a spreadsheet.You want to be able to say,“We spent X and we got X in pipeline or Closed Won deals.”Know your contra

23、ct and vendor refund policies.Prepare for contingencies if you have a change in staffing or unexpected economic conditions.Establishing a clear budget is a crucial step to managing event expenses.Your event budget may come from an upper level manager or finance department,but if not,set one yourself

24、.If you have an overall,annual event budget,your budget for an individual event must work within that parameter.Past events can provide you with good data to make informed decisions.If you have no previous data,follow these steps:List out all expense items from top priority must-haves down to low le

25、vel nice-to-haves.The owner of the event strategy needs to define the overall theme of the event.What are the common buzz words of this event community?What is top of mind for them?In addition,determine how your organization ties into the larger event messaging.Build that into the theme and story yo

26、u bring to the event.For example,if the event is Dreamforce and the overall theme is artificial intelligence(AI),your theme should demonstrate how your organization fits within the AI conversation.3ICP4BUDGET5THEME8Content PlanArmed with your event strategy,goals,and specific audience in mind,youre

27、ready to build a content strategy.This will help you stand out,but also raise your company brand above competitors who dont have one.A content strategy defines the theme for your booth and may even dovetail into speaking opportunities.Your companys attendance at this event should be promoted similar

28、 to a branded campaign.Form your content plan in three basic steps:Content activities do not stop when the event starts.During the event,make sure that your physical content assets are shared.Dont let a stack of one-pagers sit ignored on a booth countertop.Likewise,social content is relevant and has

29、 an impact during the event.People love to see human interactions,and want to see what you are doing-it makes the whole event more real.Use social channels to invite attendees,share photos,and upload live-at-the-scene video content.#1 DETERMINE CORE MESSAGING#2 SELECT CONTENT CHANNELSSelect keywords

30、 and craft messaging that aligns with your overall theme,and your companys products and services.Use storytelling wherever possible.For example,in 2023,the OpsStars conference theme was“Activate the Ultimate Revenue Machine.”One of the booth vendors,LeadIQ,hosted a session with Barbie-themed branded

31、 assets that read,“This Barbie Builds Pipeline.”During the session,LeadIQ described three ingredients that are critical to pipeline generation:accurate data,efficient processes,and automation.Determine what content assets youll need.Dont reinvent the wheel.What are your most popular resources among

32、your audience?Repurpose them for your event.Consider relevant companies that are also customers.Speak to those well-known names,perhaps displaying their logos on the booth copy for better visibility.Define what channels you want to use to promote the event:Social media(platforms and influencers)Your

33、 website(blog and landing pages)Email Paid advertising(digital and printed)Materials for attendeesIf your budget does not allow for content across multiple channels,choose one or two that will best reach your audience.Messaging must be consistent with your theme and cohesive across the channels you

34、use.The goal is to capture the attention of your target audience while maintaining your brand identity.#3 PLAN CONTENT ASSETS9DesignNow that you have specific content outlined for your event,determine if graphic design can be done in-house or through a contractor.Dont forget,design assets should all

35、 be in your budget to start.In all designed assets,be consistent with your branding colors and typography.Help the attendees easily identify your company and ideally,leave a lasting impression.Your event should portray the same message through all of its correspondence.Your design should match your

36、message and tie into the story you are telling.Branded assets should span across all event content and materials:signage,swag,etc.Not everything has to be branded with your logo,but the color scheme and general design should be cohesive.PRO TIP:BOOTH DESIGN Grabbing the attention of event attendees

37、can be a challenge,so booth design is important.You have only a few seconds to make a visual and emotional impact.What kinds of activities are going to draw people in?What will make them stay longer at your booth?Use interactive elements to attract visitors.Your booth design and messaging should ref

38、lect your theme.Keep key messaging large,brief,and higher than waist height.Dont underestimate the time it can take to print your designs.If printing physical materials,consider using a local vendor near the event to avoid shipping fees.If possible,avoid relying on employees to bring materials to yo

39、ur booth.Flights get delayed,people forget things,and rain happens.Youve done the work,but may not be there in personat the event.Collect feedback from staff regarding booth appearance,signage,and comparisons with other booths.Find out what worked and what didnt.Better yet,save money and go green!Co

40、nsider going paperless and use QR codes which attendees can scan at your booth to access content.Now your content is on their phone.10Giveaways&SwagMaybe youve been there?Watching a competitors trade show booth attract people like bees to honey with their gigantic spinning wheel and gift card giveaw

41、ays while youre standing there waving branded pens.When it comes to giveaways,be memorable.Stand OUT.Ideally,conference swag and branded gifts will keep your business in the minds of the attendees long after the event is over.While the most common giveaways include tumblers,gift cards,tote bags,stic

42、kers,keychains,water bottles,and lanyards,its important to evaluate:what does your audience want thats realistically within your budget?Whatever swag you choose,make sure your giveaway is:Relevant Cost-effective Durable Shareable CreativeConsider having tiered giveaways for cold prospects versus war

43、m leads,and thank-you swag for customers.How many should you order?Heres a general rule of thumb:bring enough items for 30%of the total conference attendees.Cant decide what to take?Think“pets and kids.”Attendees are typically away from their family for events.Giving them something with which they c

44、an surprise a special someone when they get home could end up with long-term brand recall.A lot of memorable stuffed animals are still proudly displayed in thousands of kids bedrooms.Dont be afraid to ask event goers to earn your swag by filling out a survey,listening to a 90-second pitch,watching y

45、our 90-second demo,or actually talking to you about your products and services.DURING THE EVENT:GIVEAWAYS&SWAGPOST EVENT:GIVEAWAYS&SWAG Display giveaways and swag in a manner that will make your booth STAND OUT Restock as needed Mail giveaways and swag to customers and prospects who were not able to

46、 transport the item Mail extras back to your office11Enablement includes all the information,tools,content,and pre-event outreach your team needs to not only prepare for the event,but more importantly,build pipeline and close deals.The enablement process is essential to meeting your event goals.And,

47、enablement makes it possible to align your marketing strategy with your Sales team.Before the event,enablement involves scheduled information sessions,email templates,social media kits and other messaging designed to build awareness of your companys participation in the event,drive attendees to your

48、 booth,and ideally schedule a meeting with your team.The essential components of a Staff Enablement Guide include:For a more detailed enablement checklist,see the Staff Enablement Guide Checklist in the resources section of this ebook.Enablement POST-EVENT ENABLEMENT:Once you get the final lead list

49、,its go time.Theres no time to think about how youre going to use it.Post-event follow up is a speed game.Deliver lists from the scanner to RevOps for deduping and enrichment.Generate lead scoring reports:evaluate leads based on the attendees engagement with your booth(no interaction,stopped by,did

50、a demo,etc.),persona detail,current pipeline status,and other elements that fit your unique lead scoring model.Implement your lead strategy and provide follow-up content for your Sales team.ENABLEMENT DURING THE EVENT:Assign a member of your booth staff to monitor the attendee scanner.Ask booth staf

51、f to include notes from prospect and customer conversations.Download the attendee lists from the scanner at the end of each day.PRE-EVENT ENABLEMENT:Meet with your Sales team to explain how the leads will be segmented,scored,and distributed.KEY DATESFAQSFLOOR PLANSBASIC CONFERENCE DETAILSOUTREACH RE

52、SOURCES12Activation PlanEvent activation focuses on creating a connection with prospects and customers building excitement for the event and promoting brand awareness.Forming an activation plan involves outreach campaigns in whatever channel best reaches your audience:email,social media,direct mail

53、and others.PRE-EVENT ACTIVATIONThe purpose of pre-event activation is to motivate your prospects and customers to take the actions that you want.Those actions may include completing an event registration form,setting a meeting with your team,or requesting an in-person demo of your product.POST-EVENT

54、 ACTIVATIONFor post-event activation,think about what will help your sales reps the most.How can you give them full visibility and context for good follow up?Not all attendee actions have the same value(think booth scan versus demo).Therefore,you may want to rank the actions that attendees take.This

55、 will help your Sales team prioritize.How can you follow up and nurture appropriately so it doesnt just feel like another vendor email in your inbox that says,“Great seeing you at that event”If your booth staff has taken good notes,your follow up campaign can include personalization and the right am

56、ount of context to nurture your prospects down the funnel.Your first touch should stand out from other vendors.With so many other companies contacting attendees at the same time,bring context to your messaging and move quickly.Thats why you need to coordinate with your RevOps team before the event.L

57、ikewise,enable your Sales team with follow up instructions,email templates and other related content to begin their outreach before the event.For marketing nurture campaigns,wait a few weeks.Let the Sales team perform their outreach.Because some leads will not qualify for sales outreach,include them

58、 in marketing nurture campaigns.“When you go to an event,you typically get booth scans and come away with a long list of leads.When your on-site employees are putting in detailed notes,you give the BDR and AE teams good meat to talk about in the follow up conversations.It makes your organization loo

59、k like a more genuine,connected company.”Nicole Kovacs Senior Events Marketing Manager,CaptivateIQ13Booth EnablementBooth staff are your companys brand ambassadors.Pre-event booth enablement is an opportunity to set clear expectations and responsibilities so event goals are top-of-mind.Each member o

60、f the booth team should be trained on:During the event,provide support to your staff in the following ways:Make sure your booth is staffed 100%of the time.Build breaks into the booth staffing schedule.Create a command control center an event chat through Slack,Microsoft Teams,or a simple group text

61、to keep staff connected.Schedule staff check-ins throughout the day to take the pulse of your booth.Create a friendly competition within your booth staff to increase scans and meetings.ATTIREETIQUETTETALKING POINTSEVENT GOALSGIVEAWAY GUIDELINESHOW TO USE BOOTH SCANNERS14SpeakersA successful event is

62、 fueled by a powerful lineup of speakers.Their influence and expertise drives registration.Whether one of your employees is speaking at an event,or youve asked a customer,influencer,or industry expert to speak on your behalf,you definitely want them briefed and managed carefully.Speaker management s

63、tarts with clear,concise,personalized,email communication.Its critical that speakers feel comfortable and supported.A Speaker Enablement Kit is highly recommended.This resource contains key details on the event date,time,location,audience,and contact information as well as important deadlines.Provid

64、e a site layout,parking information,presentation templates and technology support details.If,in the future,you would like to use content from the speaking session,be sure to include a media release form so the speaker is aware and gives consent.Dont be afraid to tap into your speakers social network

65、 to promote their speaking session.To facilitate this process,create social graphics your speakers can share on their social channels.Include hashtag recommendations where appropriate.Show up to the event early to confirm that all presentation materials are ready,technology is functioning properly,a

66、nd audio and video are working.Place a bottle of water at the speaker podium.And last,dont forget to send a post-event thank you note and/or gift to your speakers.You may need them again.“Our speakers are experts in their field but without an understanding of whats required or what to expect,their e

67、xperience will be chaotic and stressful.Guidance is key.Speakers need a clear picture of their commitment,firm deadlines for accountability,and an understanding of what to expect at the event.”Melissa Braxton-Rasumoff Events Coordinator,Trusted CMO15Dinners&Hosted EventsA good number of customers an

68、d prospects,consider having a wrap-around event by hosting a dinner.Nothing beats having a meal with your customers and prospects in the same room.No video call can match that.Don Otvos,LeanData VP of Business Development and Alliances,has attended hundreds of business events in his career-the good,

69、the bad,and the awkward.Here are Dons tips on hosting a successful customer dinner:One day,and again,one hour before your dinner or hosted event begins,send reminders to your attendees,preferably via text message.Include directions and link to the venue if possible.Show up early(30 minutes)to the ve

70、nue and check on everything:the menu,seating arrangements,wine list,etc.Do you need a table to set name tags out?Will you be giving out swag?Does it need to be placed at each setting or with name tags?Dinners can be fun,but they can also be difficult if you dont know what to do or what to say.Dont m

71、ake any pitches,but do say something to welcome everyone.Dont sit your team together,but do make sure each person greets all guests.As with your speakers,send a post-event thank you to your guests.When appropriate,spotlight the event and guests in a social media post.DONS DOS AND DONTS FOR HOSTING A

72、 SUCCESSFUL COMPANY DINNER#1 Its not about the foodYou dont need to spend a fortune at a five-star restaurant to have a great customer dinner.People arent coming for the food theyre going there to network with people they want to meet professionally.Coordinate with the restaurant and pre-order a fam

73、ily-style meal.Save your companys money and focus on the guest list.#2 Not too big,not too smallThe ideal size of a customer dinner is about 10 people.Any bigger,and its too hard to make introductions and get a good mix of conversations going.If your group is bigger than 10,split into two tables and

74、 allow people to play musical chairs if needed.#3 RSVP Hack-Getting people to show upIn your reminder email,include verbiage like“Here are the names,titles,companies,and links to LinkedIn profiles of the people who have RSVPd yes.”Let people know who will be there.Nothing wrong with shaming people i

75、nto showing up.#4 Name badgesWear name badges?Yes.Have assigned seating?No.#5 Pitch your company?Avoid it.If theyre coming to your dinner,they know who you are.16Event DebriefSo how did it go?What worked,what didnt,and what will you do differently next time?When the dust settles and all staff have r

76、eturned from the event,conduct a debrief with all relevant stakeholders.Use a simple shared spreadsheet with columns for What Worked,Room for Improvement,and Feedback from Staff(see Event Resources).Or,send post-event surveys to all relevant staff.In addition,its important to calculate event ROI.Eva

77、luate the following metrics:Number of attendees or booth scans Number of qualified sales leads Number of customer meetings Amount of sales pipeline generated Social engagementsIn regards to event ROI,this concept is key:ROI may not just be about pipeline logged in your CRM.It might be based on the p

78、ipeline or ARR in room.For example,a customer event may not drive as much pipeline as a new business opportunity,however,getting in front of the right people at the right companies may be worth it.This metric should be defined pre-event.WHAT WORKEDROOM FORIMPROVEMENTFEEDBACK FROM STAFFDID YOU REACH

79、YOUR GOALS?Refer to these debrief notes when planning your next event.17Sales Team:Identify,Communicate,Activate0218Sales Staffing PlanWhich members of your Sales team will you send to each event?There are many factors to consider:event location,event size,employee location,employee skill sets,event

80、 attendee profiles,and budget.If employee“A”is friendly when talking to people and gives fantastic demonstrations,but needs an expensive plane ticket and overnight accommodations,you may need to go with employee“B”who lives locally,is approachable,but may need some training on your products and serv

81、ices.Have diversity of roles at your booth.A typical booth will be staffed by multiple employees serving different roles:welcoming visitors,demonstrating your product,gauging interest,and qualifying prospects.Consider event attendee profiles and which of your staff members are best suited to speak t

82、o that audience.If event attendees will likely want to get technical,be prepared with staff who can answer technical questions.Also consider what members of your team should NOT attend the event so that sales activities are not stalled or interrupted.Youll want to minimize the business impact of a r

83、educed Sales team.While events take time and energy,they can also be seen as a reward for your team.Maybe you have an SDR who has been doing well and you want to give them more opportunities,or an AE who has booked more meetings than anyone else.If you can plan to save one or two slots for high-perf

84、ormers,this helps build out an events roster for the future.“Sometimes we forget our roles at an event.Be who you are.If youre an SDR,then be an SDR and prospect,connect and qualify.If youre an AE,go a little bit further into discovery.Roles dont change at an event.Everyone has a clear duty.”Rico Da

85、vis Head of Sales,Trendsi19Employee Travel Travel expenses are often the toughest business expense to control.Employees travel in different ways,to different locations,and at different frequencies.Having data on average flight costs,nightly hotel rates,as well as average meal and ground transportati

86、on costs,will help accurately anticipate future expenses.Here are a few tips and tricks:Ask employees to book flights at least two weeks in advance several months in advance is ideal Check if the event is offering discounts on nearby hotels,restaurants,and transportation Consider signing up for a co

87、rporate Uber account Offer incentives to employees who save funds on business tripsRemind employees to block their calendars for the day they will be out-of-office.This prevents important meetings from being scheduled on travel days.“Its fundamental to have everyone in the company follow the same tr

88、avel policies.This creates transparency for everyone involved and allows for better management of the expense budget.Your company should have airfare expenses and daily meal policies documented and easily accessible to employees.I recommend booking hotels within walking distance of the event venue.W

89、hen this isnt possible,strive for the next best alternative and relay transportation options to travelers.Ideally,you want to choose a team hotel where individuals can be accounted for as safety is key.”Vivian Ho Employee Events&Experience Manager,LeanData20Account&Contact SelectionNot every event a

90、ttendee will be a fit for your product or service.Thats why its important for your Sales team to know what companies are coming to the conference and create a target list of prospects.Who do you want as clients?Choose Accounts and Contacts that are the most attainable and,at the same time,hold the m

91、ost potential value like stakeholders and decision-makers.Begin with a set of criteria:Company size Industry Ideal Customer Profiles(ICPs)Proximity to event location In addition to attendees,review the list of exhibitors,sponsors,and speakers who will be at the event.They may align with your target

92、ICP.Have a speaking slot?Consider offering the opportunity to one of your champions.Their thought leadership will add value to the event and keep your organization top of mind.During the event,as your Sales team connects with attendees,make sure they take detailed conversation notes.Most events have

93、 scanners.Your team should see this as a requirement and not optional.Scanners help with context and allow for more personalized follow up after the event.Any attendees who engaged with your staff,your booth,or attended your speaking session should be enrolled in a sales or marketing nurture campaig

94、n,post-event.PRO TIP:ACTIVATING YOUR CUSTOMERS“Dont forget about your existing customers at events!Let your customers know about events youre participating in and encourage them to stop by your booth with an offer like a unique gift or piece of swag just for them.You can use this opportunity to show

95、case new features or products,or even ask for a review in exchange for a gift card-whatever your goals are,you dont want to miss an opportunity to meet your customers in person and build those relationships!”Ashley Ward Director,Customer Marketing,LeanData21Internal&External IncentivesListening to a

96、 sales pitch is never top-of-list for event attendees.In fact,its often a turn off.So if its within your budget,include some kind of incentive that will help you rise above the noise and encourage attendees to schedule a meeting or demo.Since not all prospects share the same interests,offer a few di

97、fferent incentives to determine the best fit for your audience.Event goers generally like swag.Its the gift they bring home for family,friends,and pets.Offer something memorable that will keep your company top of mind.For more details,see“Giveaways and Swag”in the Marketing section of this ebook.If

98、youre concerned that a prospect is only taking a meeting for a gift,then test and measure the process.What is your win rate on incentivized vs.non-incentivized opportunities?What was your pipeline conversion rate?How much time did it take away from your Sales team?Did it help your team hit goals?Use

99、 caution with demo incentives.Especially in the enterprise and public sectors,companies may have restrictions on employees accepting gifts for any reason.One way to keep your database clean is to send a survey post-event to people who received your swag.Include an option for the attendee to mark the

100、y only came to your booth for swag.This allows you to identify them for a nurture campaign rather than Sales team follow up.Now lets incentivize your team.Sales is a tough job.Gamification makes it more engaging and more fun.So in addition to offering incentives to your prospects,it also helps to mo

101、tivate your Sales team with SPIFFs(sales performance incentive funds).These short-term bonuses are designed to motivate employees to achieve specific goals or targets like meetings booked.Cash is great,but SPIFFS can be many different things:Tickets to a sporting event Concert tickets Weekend stay a

102、t a five-star hotel Travel vouchers Fine-dining experience Tech toys More PTO Spa treatments Gift cards Team activities MembershipsBe sure to recognize and celebrate achievements.A little recognition can pay dividends in morale and loyalty.PRO TIP:If you want to do something big,check with your Fina

103、nce team before you get it going.Why?Because based on your location,prizes above a certain amount may have tax implications.22Driving Traffic To Your BoothFor pre-event outreach,get input from both Sales and Marketing to build email templates and sequences.Remember that event attendees get emails fr

104、om many vendors,so try to make a human connection.Talk about their goals for the conference and the sessions they may want to attend.If you are multi-threaded in an account,tap into a warm introduction from a mutual acquaintance,and provide multiple people with different sessions they may be interes

105、ted in.Personalize your outreach based on the characteristics of the Accounts and Contacts you are targeting.Do not send the same email message to current customers that you plan to send to cold prospects,or open opportunities,or former customers.Pre-event outreach begins approximately four weeks be

106、fore the event date.When dealing with large attendee lists,work with your Operations team to personalize and automate campaigns as much as possible.Attendees are getting a lot of emails,so do something unique to stand out.Dont be discouraged if your initial outreach doesnt result in high numbers of

107、meetings.Event attendees calendars often wont firm up until a week before the event,so keep trying.PRO OUTREACH TIP:Show you are attending an upcoming conference by putting it in your email signature block.This may indirectly start conversations or create opportunities with other prospects in your m

108、ailing list by having a common conference in conversation.23Scheduling MeetingsOne of the main reasons to attend a conference is to meet with prospects and customers.Unquestionably,face-to-face meetings have a higher impact.In person,its easier to communicate more effectively because participants ca

109、n pick up on nonverbal cues and ask related questions.Schedule meetings with existing customers too.Dont miss an opportunity to strengthen existing relationships and be a trusted partner.Renewals and upsells are often ignored yet valuable revenue streams.When scheduling meetings,we highly recommend

110、using an automated meeting scheduling solution.This greatly increases your chances of booking meetings.Its easy,flexible,and allows prospects to be in charge of their schedule.For example,LeanDatas BookIt for Forms allows prospects to request a meeting and instantly schedule a time thats convenient

111、for them.This removes the back and forth involved in deciding times and places to meet.Plus,BookIt for Forms helps prevent no-shows with automated meeting reminders.In your meeting reminders,include directions to your meeting location,a floorplan of the trade show layout,and contact phone numbers in

112、 the event of scheduling issues.24Its Go Time:Working the EventWORKING THE BOOTHWhile its common to see staff standing behind a booth podium,waiting for passersby to take interest,that passive strategy does not breed success.Ideally,you want SDRs out in the aisles among attendees,hustling and bringi

113、ng people in for a conversation.Then,your sales reps are prepared at the booth for a more robust discussion.Place demo stations towards the back of the booth.PLAYING THE ZONESThink of your booth and extended area like a sports court with defined positions.SDRs live in the outer areas(Section 1),driv

114、ing interest toward the booth.AEs are located in the middle(Section 2),having conversations with prospective customers.Solution Consultants(SCs)occupy the rear section of the booth(Section 3),ready to demonstrate your products and services.Nows the time to activate your giveaways.No need to hide it

115、in a cardboard box behind a cabinet.Make that swag VISIBLE.Podium3.Demos2.Convos1.InterestSCAESDRSCAESDRWall25Its Go Time:Working the Event(continued)MEETING SPACEWhere will you hold meetings?Meeting rooms may be available during sponsorship selection,however,this may require a significant investmen

116、t.If your booth doesnt accommodate meeting space,check if the conference has designated meeting areas.You may be able to rent space from another vendor at the event as well.Its always good to have friends!If private meeting space is not an option,work with your planning team.There may be other spons

117、orships,or even restaurant spaces you can reserve for a few hours.It will take some leg work,but with event ROI top of mind,meeting space is worth the investment.As your team demos your products and services,have them focus on the benefits your specific audience cares about.Questions like“What do yo

118、u do at company name?”can help you tailor your messaging to their needs.It may also help weed out attendees who are just looking for swag.But as with any conversation,dont emphasize your company or the features of your product.Your demo should focus on your customers pain points and the benefits the

119、yll reap from your product.Strong pre-event enablement will pay off as your team uses the talking points provided to them.DURING THE EVENT:MISSION CRITICAL1.Scan badges2.Select Status(Ex:Hot Lead,Needs Nurturing,No Opportunity)3.Add relevant notesPRO TIP:BOOTH SCANSWorking with RevOps,Sales and Mark

120、eting will determine which data fields will be collected in the booth scans.RevOps has insight into which fields can be completed post-event through data enrichment tools,thus saving time and improving engagement at the booth.This generates better experiences for both customers and team members alik

121、e!26Event Follow UpEvent follow up is a collaborative,coordinated effort between Marketing,Sales,and RevOps.These three teams work together to upload lists,rank and segment leads,and nurture them with the appropriate next steps.Immediately after the event has ended,RevOps should be done processing e

122、vent attendee lists.This is the signal for the Marketing team to initiate post-event enablement with the Sales team and provide related content for follow up.Event attendees who spoke with your booth staff should seamlessly advance to a demo or the next action in the buying journey.This is where boo

123、th notes pay dividends.For example,if an attendee already had a conversation at the booth,that person needs to skip over a BDR and go directly to an AE.After the event,booth staff should be willing to share all feedback and potential revenue opportunities.Its important to create a culture in which S

124、ales team members are taught to work as a team.Employees can have individual goals,but at the end of the day,an event is not an individual game.Booth staff are there to help the business.“THERE SHOULD BE NO ATTITUDE OF“I WAS THERE AT THE EVENT,THEREFORE THIS LEAD IS MINE.”THINGS TO DO:RevOps process

125、es all event attendee lists.Marketing initiates post-event enablement with the Sales team.Sales follows up with demos or the next appropriate step in the sales cycle.27RevOps Team:Automate,Report,Analyze0328List BuildingRevenue operations(RevOps)plays an essential role in automating both pre-event a

126、nd post-event outreach.And,because RevOps owns and manages the CRM,Marketing Automation Platform,and other parts of your tech stack,they are the most qualified to build contact lists.However,in order to build lists,RevOps needs input from Sales and Marketing on the event outreach strategy.RevOps nee

127、ds to know ICP criteria like job title,persona and company segment.Event attendee lists fall into two basic categories:Event registration list,provided by the event host Current customers and prospects,not yet registered,in the events geographic areaRevOps will need to know how to process unassigned

128、 accounts that show up on the attendee list and which Sales teams will work these accounts.Armed with this data and requirements,RevOps creates segmented lists,dividing registrants into customers,cold prospects,active opportunities,and potentially Closed Lost opportunities.While RevOps creates the c

129、ontact reports to be used in pre-event outreach sequences,the Marketing team typically creates the content(email templates)used in outreach.REVOPS TECH TOOL TIP:Both pre and post-event,LeanData can help RevOps enrich,score,route,and notify sales reps within minutes,if not seconds,providing both spee

130、d to lead and speed to context.ListProspectCustomerYellowInterestRedDemoGreenNurture29Campaign Creation&ReportsIn order to track the ROI from your event,RevOps coordinates campaign attribution beforehand.This involves creating specific event campaigns within the CRM,setting up triggers and scoring m

131、odels,and ensuring data hygiene.One event may have many campaigns especially if there are multiple“wrap-around”events such as customer dinners,sponsored happy hours,or speaking engagements.Campaign creation generally follows the seven basic steps listed below.To track the performance of the campaign

132、s,RevOps will set up reporting and dashboards to show metrics like registration,attendance,and ROI.Fill in the basic campaign information,including the campaign name,type(e.g.Trade Show),start date,end date,and cost.Configure campaign influence and attribution settings to track how the campaign cont

133、ributes to revenue.Define member statuses to track the progress of leads and contacts within the campaign.Common statuses include“Registered,”“Attended,”“Followed up,”etc.Upload campaign-related assets,such as email templates,landing pages,and marketing collateral,to the campaign.Assign ownership of

134、 the campaign to the relevant team or individual,such as the Marketing Ops or Sales Ops team.Link the campaign to relevant opportunities in the CRM.This helps in attributing revenue to the campaign.Import or manually add leads and contacts to the campaign.These are the individuals who will be associ

135、ated with the trade show event.1CAMPAIGN INFORMATION2MEMBER STATUSES3ASSIGN OWNERSHIP4ADD CAMPAIGN MEMBERS5CAMPAIGN INFLUENCE AND ATTRIBUTION6CAMPAIGN MESSAGING AND ASSETS7LINK TO OPPORTUNITIES30Meetings:Stop Using SpreadsheetsIf youre in RevOps,you likely love a good spreadsheet.You may even have r

136、eceived spreadsheet-themed gifts over the years.Congratulations.If your organization relies on spreadsheets to track a high number of event-related meetings,you may want to consider an automated solution.With a spreadsheet,you need to manually input all meeting details,including date,time,participan

137、ts,and any other relevant information.This is time-consuming and prone to human error.Need to update the spreadsheet or send meeting reminders?Thats going to be manual too.Automated meeting scheduling solutions can sync with sales representatives calendars and allow leads to book appointments direct

138、ly.This minimizes the back-and-forth communication and reduces the risk of double-booking.Meeting scheduling tools,like LeanDatas BookIt Suite of Solutions,help RevOps create workflows and link calendars so that meetings are routed and assigned to the appropriate sales rep.Pre-event,RevOps may need

139、to develop training materials and conduct training sessions for sales representatives to explain how to use an automated scheduling tool.31Post-Event List Load Process Immediately after the event ends,RevOps will clean and scrub booth scans,prepping the lists for post-event outreach.This involves ma

140、tching,deduping,routing,and updating contact records.All event notes,those that were so thoroughly detailed by your team at the booth,should be added to the record and made easily visible by your Sales team.During your pre-event prep work,you will establish how you will score leads and who they will

141、 go to.RevOps will then be able to get the right leads to the right people in your organization.ONE COMMON EVENT FOLLOW-UP CONCERN IS LEAD EQUITY.BY FOLLOWING ESTABLISHED ROUTING RULES,REVOPS CAN ENSURE THE LEADS GET TO THE RIGHT PERSON AND ARE DISTRIBUTED FAIRLY.32Reporting&DashboardsFor many month

142、s after the event,RevOps will analyze event campaign performance to understand its impact on revenue,and provide it to the stakeholders.These reports should be standardized across all events in order to show apples to apples comparisons.Here are a variety of examples of metrics your organization may

143、 choose to track.These dashboards and metrics provide a comprehensive view of the events impact on revenue and enable data-driven decisions for future events and marketing strategies.The specific metrics and dashboards will vary depending on your organizations goals and the data available in your CR

144、M system.OVERALL EVENT PERFORMANCE DASHBOARD Total revenue generated from the event Number of opportunities created Total cost of the trade show Return on investment(ROI)Number of leads generated Number of contacts and accounts added to the CRMLEAD AND CONTACT ENGAGEMENT DASHBOARD Number of booth vi

145、sits Email open rates for post-event follow-up emails Click-through rates on follow-up emails Conversion rates from leads to opportunitiesREVENUE ATTRIBUTION DASHBOARD Opportunities influenced by the trade show Opportunities directly generated from the trade show Opportunities closed-won and closed-

146、lost Contribution to pipeline and closed revenueOPPORTUNITY PROGRESSION DASHBOARD Opportunity stage progression Time taken to move opportunities through the sales funnel Conversion rates at each stage Sales cycle length33Its a Wrap:You Got This0434But you did open The ULTIMATE Event Management Playb

147、ook.The wisdom of experienced marketers,events professionals,Sales leaders,and RevOps teams simply cannot be contained in a single one-pager,nor would that be helpful.Hopefully you now understand why a collaborative effort between Marketing,Sales and RevOps is absolutely essential for event success.

148、You certainly dont need to be able to perform every action in this comprehensive guide,you just need to know your role and where responsibilities intersect.Event management isExcitingFrustratingSatisfyingExhaustingAnd an amazing learning experience every time.Use this guide.Dog-ear your favorite sec

149、tions.Play with our Event Resources and Checklists and make them your own.Best of luck to you and your team.Phew,that was a lot of information.“Luck is what happens when preparation meets opportunity.”-Seneca35Event Resources&ChecklistsSample Speaker Enablement KitEvent Management Playbook Grid for

150、Marketing,Sales&RevOps TeamsSample Event Enablement OverviewStaff Enablement Guide ChecklistPre-Event Resources TemplateMarketing,Sales&RevOps Event OrganizerEvent Debrief TemplatePost Event Follow-up Organizer:Sales&CXEnablement36Recommended ResourcesAsk QuestionsGet Started Today:Visit LeanD to le

151、arn more about LeanDatas go-to-market operations solutions for Matching,Routing and Engagement,or visit us on AppExchange.Why LeanData?Todays growth leaders power their B2B selling with LeanData,the gold standard in modern revenue orchestration and an essential element of the modern RevTech stack.Th

152、e LeanData Revenue Orchestration Platform,powered by No-Code Automation,simplifies and accelerates coordination of all the plays,people and processes needed to transform buying signals into buying decisions.LeanData is inspiring a global movement among its 1,000 customers and community of 5,000+OpsS

153、tars worldwide,empowering them with revenue operations excellence that translates into compelling buyer experiences and competitive advantage.Join the movement!2901 Patrick Henry Drive,Santa Clara,CA 95054|669-600-5676|www.LeanDSteal that Playbook:Activating Your Event StrategyGetting Started With LeanData:An Implementation GuideGetting Started With BookItWEBINAREBOOKEBOOK