• Years ago, face-to-face events were highly used. Budget cuts occurred yet expectations increased with high quality leads requiring higher payback. Model has moved to e-based events to engage more discussion.
• Tradeshows are decreasing and are more account-based. Instead there is a focus on highly customized online events with client input.
• Broader all day community events have changed to smaller live events that can generate a 25% return.

What are best practices for face-to-face events?

• Schedule the event right into their calendar by sending an Outlook invite. This will enable you to view online attendance immediately.
• Integrate with sales channel for better partnership between sales and marketing. Show sales force value with event dashboard to demonstrate benefits to all involved.
• Develop relationship with target market incentive. Create reward/bonus program for sales channel to bring in a prospect
• Connection with sales channel is crucial. Engage in discussion on about how live events can impact their pipeline
• Change mentality: quantity versus quality. Only conduct face-to-face events with ONE key stakeholder.

What types of online events/methods are most effective? (webcasts, social networks, blogging, Second Life) What are the key benefits and drawbacks of online events?

• Have a customer “been there, done that” or third party to bring credibility to event
• Use/encourage interactive methods: “polling”, “chatting”, “ask question/raise hand” to maintain focus
• Webinar should be used at early stages of demand cycle. The key to virtual events is to continually follow up and engage the audience.
• Let it flow; keep it on track. Keep it interactive.
• Attendees don’t have opportunity to chat afterwards, investigate area of Second Life to attempt to bridge gap between real and online event
• Online events are cost effective but lack of intimacy.
• Face-to-face or online events shouldn’t be either/or; they should build on one another. Re-package content in two parts to establish fellowship.

How do you integrate and gain buy-in from the sales team into strategic event planning, execution and lead follow-up?

• Current tools used are Salesforce, Marketbright, and Eloqua
• Utilize your sales force to close the gap. Understand their needs for better success rate. Investigate social networking as tool.
• More informal than formal. Twitter will draw detailed substantial conversation. Use crisp headlines. Use LinkedIn as a hiring/background checking tool
• It’s not about talking but rather listening. Make it an open conversation with the sales team and use their feedback to craft your message.
• Consider Radian6 as listening/learning tool.
• Create a group to target event by geography, community, groups; use LinkedIn to see who knows who about what.
• Blend live event with virtual by re-purposing content for different media.
• One-to-few translates better than one-to-many

What are best practices for establishing ROI of online or face-to-face events?

• Never establish ROI from one source. Use RFM model (recency, frequency, monetary value analysis improving the profitability of campaigns and optimizing ROI); live events have a place in mix
• Investigate why deals are not efficiently closing. Review cusp; if too high, it may be false; if too low, training may be needed.
• Need to work with sales team for a healthy balance. Support one another to support budget.
• Illustrate/account for “touching” client; this will aid marketing team’s credibility to sales team.
• Validate budget at the end of quarter by reaching your target. Did “we” hit our numbers?
• Transform into “leads focused”; know your pipeline

Audience question:  How do the factors of culture, mobility and geography affect which type of event to run? (e.g. Toronto is a great place to hold face-to-face events, but would online events work just as well? Remote locations – it may be more practical to hold online events, but would the audience feel comfortable with that format?)

• Use a balance of virtual and live events. Know your audience and what drives them.
• Know your market. Conduct analysis on historical registration and drop-off rates. For example, Toronto events have a 25%-50% drop-off in face-to-face events.
• Link “yield” to audience
• Latin America and Southern Europe are very relationship focused; no interest in virtual; lack of face-to-face events may be considered offensive.

Audience question:  What are the most effective length, format and style of webcasts?

• For small businesses, evening may be the best time
• Profile and understand your target markets needs
• Length of webcast should be 5-10 minute clips. Steer clear of lengthy presentation
• For tech companies, know them and learn how you can impact their perception

Attendees:

• Rob Daleman, National Marketing Manager, Avaya Canada
• Regan Ogner, Senior Marketing Manager, CA Canada Co.
• Mike Tindal, Vice President, Americas Marketing, OpenText
• Linda Craenen, Director, Business Marketing, Telus
• Kimberley O’Brien, Country Marketing Manager, Canada, VMWare
• Drew Clarke, VP Americas Field Operations, IBM Analytics & Performance Management, Cognos