Using Marketo Measure as an Events Marketer
This lesson provides a quick demonstration of how Events Marketing teams might use Marketo Measure in their job role.
As an events marketing manager, trying to determine the ROI of marketing conferences, trade shows, happy hours, and other events can be difficult. Bizible gives you a rich collection of reports and tools that you can use to determine the impact your marketing events are having on the generation of quality leads, opportunities, and revenue. In this lesson, we will look at a few specific ways that you can use Bizible to create the most impactful events possible.
Attributing revenue on an offline channel first requires the careful organization of events and campaigns in your CRM. You can do this by creating campaigns for each important source of engagement in your CRM, and selecting include all campaign members in the Enable Bizible Touchpoint option. For example, to keep track of things like booth demos, you would create a campaign labeled “Booth Demos at Event X” and enable touch points. Other offline events that you may want to create campaigns for include badge scans, booth contests, feature giveaways, and other similar activities.
To attribute on these events with Bizible, create campaigns and label them accordingly. For more information on setting up your offline events, head over to support.bizible.com, where you can find articles covering every aspect of tracking your offline marketing channels.
Once you have your events set up in the CRM and Bizible tracking turned on, you can start putting these marketing channels into the broader context of your sales funnel. Starting in Bizible Discover, the Overview board is a good place to see at a glance how your events are performing in terms of metrics like revenue, leads, and ROI. You can also quickly filter for events that you want to compare, so that you can decide whether or not you should attend that conference next year.
Back in Salesforce, you can pull up the opportunities by ID report and search for your events to get an idea of the entire customer’s buying journey, and how your different events did or didn’t impact your sales opportunities.