Why Marketo Measure for Events Marketing

Hi, my name is Jen and I’m the events and field marketing manager here at Bizible. As an events and field marketer you organize the activities that introduce prospects to your brand and accelerate sales in the real world. Typically, your events are used to drive lead generation but it can be difficult to evaluate the quality of leads that you generate for different events and activities. Attribution for events is usually pretty minimal at best. You might use CRM campaigns and the lead source field to attribute qualified leads to specific conferences and field events. But the data you get with this kind of attribution can’t track prospects down the funnel all the way to opportunities in revenue. Conferences might generate leads from badge scans or sales meetings, none of which later convert to opportunities. Or they might generate leads which go dark for a time but then later download content and fill out forms. To convert these leads to ops it’s important to know when a prospect’s first touch and lead creation touch originated from your event and also which specific event activities have been successful at different stages of the sales funnel. Without visibility into your results, you’re probably in the dark regarding the revenue they generated making it difficult to justify event costs.

Bizible enables you to track the journey of your prospects long after the event is over. You can compare your offline events and sale efforts with your online digital marketing efforts to get the whole attribution picture and see what’s working. You can also separate event touches from sales activities to show marketing’s unique contribution to revenue. All this is possible through touchpoints that keep track of a prospect’s entire buyer journey. For example, from their first touch at an event to their digital interactions, opportunity creation, demo, and deal. These touchpoints can be created automatically for marketing activities you define to get the full picture of your events in the context of the full sales funnel. With this information, you can see how these activities differ from other marketing efforts and exactly how they translate to revenue.