As all attendee information was pulled back into the marketing automation platform, sales representatives could check whether key people from their accounts were registered and reach out with suggestions to attend either in-person or online.
Attendees who registered for the in-person or online event received a welcome email, followed by suggested sessions based on information they looked at on the website. Machine learning algorithms then helped identify the most relevant video session for any attendee. Attendance information, such as which sessions people attended or booths they visited, was also fed back into Marketo Engage to help the team better understand what types of technologies and solutions interested customers.
“We were constantly looking at Analytics data to check that our campaigns were connecting with audiences and making tweaks on the fly,” says Brittany McKeighan, Head of Demand Generation, Automation. "Marketo Engage makes it easy for us to target audiences, build campaigns, and manage thresholds to deliver highly relevant, personalized messages and nurture leads from more than 46,000 attendees."
Keeping teams aligned through complex campaigns
To keep up with the fast-changing marketing requests, marketers used Workfront as the central hub for managing all event components, from planning projects, managing requests, and facilitating asset reviews and approvals. In the past, teams managed projects manually with spreadsheets, but with the increased complexity of the hybrid event, the team knew that they needed a better way. With Workfront, all requests were tracked in a single location. This helped people find content for approval faster and minimize the chance that requests would fall through the cracks.
“With the dashboard, we could see the status of every request and adjust priorities or resources as needed,” says Chiyomi Kuroki-Hirano, Marketing Manager. “We had so many people, teams, and vendors working on messaging. Workfront kept us organized and efficient so that we could meet the demand for personalized marketing content.”
Identifying and prioritizing leads for more efficient sales
After the event, the marketing team aligned with sales to surface customers who were ready for sales interactions. The first 48 hours after the end of the event are the most effective times to connect with customers as new information is still fresh in their minds. But with tens of thousands of attendees, sales representatives need to focus their attention on top qualified leads.
Marketo Engage helped to identify thousands of automation qualified leads (AQLs), which marketers then narrowed down to marketing qualified leads (MQLs) based on behaviors and interests. Marketers combined this information with tiered audiences to create priority lists that helped sales representatives use their time more effectively.
All attendees also received email messages after Summit. Leads near the top of the funnel received emails about rewatching sessions on demand, while emails to leads further down the sales funnel directed them to a landing page with several pre-recorded demos. Attendees who watched demos were then passed on to sales, who could offer more information about the products of interest. This personalized approach drove engagement long after the event was over.
“Our goals during Summit were to drive attendance, expand customer conversations, and then support sales by driving qualified leads,” says Christine Barsegian, Senior Manager, B2B Behavioral Analytics & Activation. “Marketo Engage, Analytics, and Workfront helped us support a complex program to surface behavioral signals and identify leads, driving significant pipeline from one of our biggest events.”
