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4 Life-Changing Integration Best Practices for Marketo & Splash

August 14, 2019

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4 Life-Changing Integration Best Practices for Marketo & Splash
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Written by Zach Napolitano

@funeral_z


7 Ways to Improve On-Site Communication With Your Team and Your Guests

July 31, 2018

Amy Barone, Sr. Director of Marketing Events & Engagement Programs at Tableau Software, shares her event marketing secrets in our A New Era in Event Marketing webinar with Harvard Business Review and AdAge. Below, she gives an inside look at how Tableau  grew and scaled a high-performance event program.


The events industry is evolving, and with that, marketers are saying hello to events that go beyond the “big show” (i.e., massive conferences with thousands of people) and instead looking at multi-city, repeatable programs they can run globally. 


While you can throw a large tentpole event — the one that involves year-long prep and half the annual budget — have you considered smaller, repeatable programs throughout the year that can have an immediate impact on your revenue targets?


Splash recently partnered with SiriusDecisions to host a conversation focused on going Beyond The Big Event with expert and Research Director, Demand Marketing Strategies, Cheri Keith of SiriusDecisions; veteran Senior Field and Partner Marketing Manager, Natalie Graham of Medallia (recent IPO); and Splash’s savvy Senior Director of Product Marketing, Sasha Pasulka. 


The trio covered the new era of events, defined repeatable event programs, and addressed the business impact of repeatable events, including topics: modern and effective event strategy and management, building field marketing programs, and event marketing at scale. This set the stage for event program owners and marketing leaders to consider how they will navigate going beyond the “‘big-event” mentality.

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person next to them?



Ten years later, our annual conference attracts nearly 20,000 customers and partners, our company has grown to 4,000 people, and we have a first-class marketing team with dedicated event professionals who are the best in the biz. Events have been a crucial part of our brand and help us better connect with our community, evangelize our customers, and ultimately grow our company.


Here’s how we did it:

Modern Event Strategy

No matter your business’s product or service offering, or if you are a large-scale enterprise or an up-and-coming fast-growth company, part of an organization’s growth strategy includes event marketing. As a marketer or event manager, you are the driver of your programs and responsible for deciding the type of event, cadence, goals, and of course budget — determining just how much are you willing to put on the line to get the results you need.


Let’s rewind to the first line of this blog post — we’re saying goodbye to the big-show mentality. I know what you’re thinking: Is Splash suggesting I should hit the pause button on hosting my large annual conference?! No, definitely not. We are, however, suggesting that implementing a strategy that allows teams to test ideas and move quickly to action can yield some truly amazing business learnings and results. And, we know repeatable field events are becoming a key tactic in marketing plans, as they help drive quantifiable outcomes; just ask the team at Index Exchange. These smaller, rinse ‘n repeat events are not only easier to pull off than a 1,000+ person conference, but significantly cheaper, and will likely prove a better ROI since they are higher, more curated touchpoints for your audience.


INSERT IMAGE HERE


In the latest study on event marketing, Harvard Business Review found that rapid revenue growth was fueled by event marketing — 52 percent to be exact. So maybe you’re nodding, perhaps even bought into the idea of the repeatable half- to full-day field event strategy — fantastic! Here’s how to bring your event programs to life, effectively and in a scalable way:

Define Your Event's Value Proposition

The first step to any event program is to take a deep breath and ask yourself, Why am I actually doing this?  Whether you’re an event marketer, demand gen marketer, or field marketer, it’s easy to lose focus of what you’re truly attempting to showcase for the company’s webinar, live event, or customer conference. Is your award ceremony an opportunity to showcase branding or a platform to give out your sustainable swag? What are you telling your sales team when they ask for follow-up materials? How many customers versus prospects are you inviting? Collaborate with your marketing team, ask your sales team questions, and put something on paper that will serve as a north star for the entire initiative.

For example, if you see in your analytics that one organization isn’t engaging with the initial email, it probably means they have a very strict firewall in place. So, now you know to follow-up personally or adjust your strategy for the next email.


This first email could come in the form of a teaser email to drum up buzz for your event, or even something a little more vague to get people interested (and curious).


Put the Right Tools in Place

Field marketers adjust their programs based on the needs of varying customer and prospect types. To do this, they need reliable tools to keep their brand, data, and communications consistent. 


If you or your field marketing team are leveraging one-off tools to showcase regional events, strategic scale and brand continuity is not feasible, and the value proposition you worked so hard to define will be overshadowed by the technical difficulties you encounter every step of the way. Your brand is your company’s identity, so why would you use tools that are not powerful or flexible enough to showcase it? From your landing page to email communication to name badges onsite, make sure your field marketing team has the proper tools in place to execute on-brand, seamless experiences every time.


INSERT IMAGE HERE

Here’s an example of a great looking event email:

Setting a Global Field Event Strategy into Action at Medallia


Don’t just take it from us. Having a field event or repeatable event strategy that is consistent, scalable, and globally friendly pays off beyond what you (or your boss) thought was possible. Natalie Graham, who joined us for the previously mentioned Beyond the Big Event conversation, explained it best:

Image: Penguin Random House

roadshow event experience

Image: Conference Matters

 

When Natalie started at Medallia in 2018, she was faced with one-off tools for field marketing programs. The Medallia brand was not always displayed properly, teams were working in silos, and if field event data existed, it was hard to track down. Natalie is responsible for scaling the global field marketing program and had all the right ideas in motion to make an impact on the business, but was missing the tools to do so. To set a registration page for an event and ensure email marketing was ready to rock quickly wasn’t a thing; there was a ticketing process in place that usually took days, if not weeks. It was the furthest thing from self-serve, and the marketing operations team was saddled with the stress of handling all technical aspects of a global field program (landing page, emails, list management, campaigns... the list goes on). This simply wasn’t scalable.

 

Enter Splash. Once the Medallia team was onboarded with Splash, they were able to streamline all field event programs and the weight was lifted from the ops team. What used to take over a week and involved multiple departments, now took a mere 24 hours; and Natalie was able to build out the whole event herself.

Splash helps the people behind the event programs deliver a beautiful, branded, digital experience, and allow hosts to measure event impact accurately. "It felt to us that so many parts of businesses have breakthrough technology that really enables scale. We hadn't seen that in events yet, so we built it." - Sasha Pasulka

 

Want to see how we built it? Check out every corner of Splash's event marketing platform here. 


Show your sales team the data and the ROI they get for taking those extra minutes to get people to register. Show them that their time investment is worth it.

Amy Barone, Senior Director of Marketing Events & Engagement Programs at Tableau


4. Take Care of Your Lists

Image: Google Books

When it comes down to it, the goal of any event is to grow and nurture the relationship between your guests and your brand — whether you’re promoting a product, building community, or looking to increase brand awareness.

You also need to think about who you’re sending your emails to. Make sure you’re only sending to your engaged recipients — a good rule of thumb is to send to those who have opened or clicked emails in the past few months.


And of course, don’t send emails to users who have unsubscribed or whose emails have bounced in the past. This also means you need to constantly maintain your lists, and update them with any unsubscribe or bounce information.

Post-event page made with Splash

This way, guests didn’t have to worry about memorizing each other’s names or drawing a blank when they turned to chat with the person next to them, and we also got to show off  our product in a natural way.

5. Build Up Sending Volume Over Time

One of the best ways to improve email deliverability is to build a solid reputation with email services by sending high-quality emails day after day.


For example, you shouldn’t just send an email to 500,000 people in one day (that’s a huge red flag to servers). Instead, build up to a large email send by breaking it up over several days, and increasing the volume with each send (in other words: sending to 100,000 people five days in a row isn't great either).

 

P.S. If you're a Splash customer and considering a large-volume email send, talk to your CSM about the best approach for your strategy.

6. IP Whitelisting

This is the most effective email deliverability tactic, but it’s also the most complex to achieve. Depending on your relationship with your guest list (e.g. VIPs or high-value accounts), you can request that their IT team have your company’s IP put on a “whitelist,” which would allow your promotions to bypass any company firewalls.

Even if your event doesn’t require a full seating chart with assigned seats, think about how you want the flow of your event to go, and how you can create natural opportunities for meaningful connections.

Image: designworkplan

•   A sense of privacy: a completely private and closed off room for dinner proved to be an extremely crucial element. At one of the venues, an open section in the room allowed noise to disrupt the flow of conversation — making it feel less private and less special of a night compared to dinners that were completely closed off to the public.

6. Create the best guest experience possible

At the end of the day, throwing events mean nothing if you’re not providing value to your customers.


At our conferences, we provide “Tableau Doctors” on-site that help customers or prospects with any questions about our product. Not only do these one-on-one appointments empower customers to engage with us in a meaningful way, they’ve also been the critical to driving event ROI.

Want to watch the whole webinar? Grab the recording here: Beyond the Big Event: Innovative Strategies for Marketing Event Programs at Scale

author

Hannah Swanson

Hannah is the Community & Customer Marketing Manager at Splash. Her goal is to empower Splash customers to showcase their expertise with the rest of the event marketing community. A former event marketer, Hannah understands the effort it takes to pull off a seamless event and understands how imperative the Splash software is to an event marketer's success. Hannah is a Rhode Island native/glorified beach bum, equestrian, and mother to the world's most perfect corgi, Wilbur.

Written by Zach Napolitano

@funeral_z


7 Ways to Improve On-Site Communication With Your Team and Your Guests

July 31, 2018

This is the second article in a series about how to leverage the Marketo and Splash integration for maximum impact. ICYMI, check out the first article to learn how this integration has made me a better marketing operations pro.


Although many people perceive event marketing to be a glamorous job, those in the trenches know that it’s actually one of the most stressful jobs. Events take a lot of time, effort, and resources, so it’s no wonder event marketing holds that distinction year after year. This is why it’s so important to streamline your process as much as possible.


The Marketo and Splash integration is something that streamlines my own processes and at the same time, makes me a much better marketing operations professional. During my time using this integration, I’ve learned a few best practices that I want to share with you today.

Make Templates Your BFF

1. Create a Reusable Template with Branded Event Marketing Assets

Anyone creating Marketo programs to support their events knows this all too well: They take a lot of time to create (and recreate). For every event you run, you have certain things that are always going to be there — confirmation emails, auto-responders, event date, event name, event time … the list could go on.


Anything that saves me time is a no-brainer (like the fact that building an event in Splash auto-creates a Marketo program), and Marketo templates are another example of that. A good set of templates will give you everything from the program structure and tokens to alerts, auto-responders, and progression status tracking.

For me, the best part of building Marketo templates is that I can reference them in Splash. So whenever we have a new type of event, I can tell Splash to automatically use a specific Marketo template as our base program. 


For example, we host a lot of webinars, so I have a Marketo template made specifically for those webinars. They include all the information we need to communicate for webinars, and nothing extra. When I set the event type in Splash as a webinar, that triggers a Marketo program using my webinar template. Instead of taking me one hour to set everything up for one event in Marketo, about 80% of it is already done, and it might take me 15 minutes to finalize the program. 


Plus, templates do more than just save time and alleviate stress — they also reduce user error. We’re all human. We get busy, make mistakes, and forget steps. Templates are a solid solution for this.


Pro Tip: Marketo has community and pre-built templates you can import into your instance. If your instance is new (or if you’re new to Marketo), these are a great starting point. They give you most of what you need, including things like progression tracking and naming conventions.

Use Tokens Every Single Time

kiosk mode check-in

Splash makes it stress-free for our team at headquarters to enable over 180 retail locations to propose and execute in-store events. With Splash, we know all store outreach for our events will be on brand and on message. The individual store managers and their district managers are also empowered to use their deep knowledge of local markets to create events that work best for their stores.

Elyssa Dimant, VP of Brand Marketing and PR, J.Crew


Anything that reduces the chance for errors in a must-have in my book. Mapping tokens across systems is an example of this. Once I set things like event date and time in Splash, I can map those tokens to Marketo tokens. I set this up once and then I can use them in many places, including email communications, so I don’t have to worry about errors.


I actually didn’t use tokens until very recently, and I couldn’t tell you why. I think a lot of people simply don’t realize that they’re available or how easy they are. 


Pro Tip: You can set tokens at the program level as well in Splash, which you can see in the screenshot below. This is a huge time savings and gets you even further ahead in the integration game. Plus, it’s just one more way to make sure we are doing our highest-quality work.

                         Total Event Cost: $50,000

                         Total Ticket Revenue: $57,125
            [(57,125 - 50,000) ÷ 50,000] x 100 = 14.25% ROI

But Hannah, the event program I run doesn’t involve ticketed events. Can I still measure ROI?  Glad you asked! The answer is yes, but I call it something a little bit different: event influence.

Connect to Salesforce, Too

Every event marketer and marketing operations manager wants to do as much as they can when it comes to reporting on event success. For me, connecting our Splash and Marketo instances with Salesforce was a turning point. Splash and Marketo will get you great data points for event and email activity, but connecting to Salesforce will take it a step further by incorporating that data into all-up event and marketing reporting. 


Now that I tie our Marketo programs to Salesforce campaigns, our sales team can see who was invited, registered, attended, or didn’t show up — giving them the insight they need to follow up with prospects or close deals. For example, I can say Joe Smith initially came to us from The Key to Integrating Event Data webinar on February 11 and an opportunity was created for him. Now, my webinar is stamped as the primary campaign source on that opportunity in Salesforce. If I didn’t do that, I’d never know that, and the data wouldn’t get integrated into the larger picture. 


Events are time-consuming and can be expensive, so at the end of the day, knowing how much money our team influences through our event programs is extremely powerful. It gives us a seat at the table and proves the impact of our efforts. (And it can do that for you, too.)


Pro Tip: If you utilize reporting with Salesforce data, tie the campaign to your Marketo program for closed-loop reporting. If you’re not familiar with this, Marketo allows you to tie one Salesforce campaign to the program in the Setup tab. 


Bonus Pro Tip: While you’re finalizing setup in Marketo, set your period costs and tags. This lets you keep track of all event costs, and in the end, it’ll tell you your cost per lead.

New Contact Creation & Attribution

We love the event hub functionality in Splash. It allows us to easily add new in-store events to our national event calendar, which gives us a single URL we can link to across social media, our website, and in email footers. It’s an effective holistic reference for our store activations and is easy to manage internally as well.

Jill Hennessey-Brown, EVP/Head of Stores, J.Crew

Speaking of the little details, here are 51 of the tiniest things that can make the biggest difference at your next event.

Logistics 

- Venue
- Security
- Event insurance
 - Permits
- A/V: Staging, lighting, etc.
- Signage holders (easel stands)
- Videography/photography
- WiFi
- Shipping/freight (both to and from venue)
- Third-party staffing 


Atmosphere

- Furniture

- Decor

- Music (DJs, live music)

- Experiential elements

- On-site branding: cocktail napkins, menus, window clings, name badges, welcome signs, etc.


Catering

- Food

- Soft drinks

- Alcohol

- F&B service

- Misc. fees: taxes, service fees, gratuity, etc.

Branding & Promotion

- Event marketing technology

- Revenue capture (for ticketed events)

- Swag/giveaways

- Pre and post-event gifts

- Paid marketing promotion

- Printed materials


Speakers & Programming

- Speaker fees

- Travel and lodging

- Car service

- Meal stipend

- Thank you gifts/cards


Internal Team

- Travel and lodging

- Ground transportation

- Meals

- Branded gear (T-shirts, pins, etc.)

Off to a Great Start

Create Consistency in Naming Conventions

As a marketing operations director, inconsistency in our technology instances is something that gives me a huge headache. My biggest piece of advice: Think about your naming conventions before you create your event in Splash. Whatever you create there will carry over to your program name in Marketo, so it needs to make sense in both places.


Here are a few of my naming conventions below as an example: 


Trade Shows: TS-Event Name-Location-YYYY-MM-DD

Webinars: WB-Event Name-Location-YYYY-MM-DD

User Groups: UG-Event Name-Location-YYYY-MM-DD


To give this a more specific example, let’s go back to that February 11 webinar from which I learned John Smith was a new opportunity from that event. My naming convention for that event would be WB-Integrating Event Data-Virtual-2020-02-11.


Everyone has their own preference. The important thing is to be consistent, so you can search for anything and group events appropriately.

Level up your marketing operations game with this life-changing integration. Take the Splash tour to get started.

6. Leverage Metric Reporting Like You’ve Never Seen Before

The reason these surveys are valuable is that they provide immediate feedback—both qualitative and quantitative—and are condensed into reports for the team at HQ to review. Sure, they might get this in a quarterly or annual report, but the district managers and team at HQ may need access to this feedback immediately. With Splash, everyone with a license can access the reporting tools in Splash and review activity shortly after each event.

Splash has made event data much more accessible and meaningful. We’re able to use it more effectively to optimize the customer experience and understand intent, the same way we’re able to use email open and click data toward those goals.

Daryn Foster, Event Manager, J.Crew


8. Brands will begin to focus on power stores — even though that means closing others.

Image: Penguin Random House

4. Take Care of Your Lists

Image: Google Books

When it comes down to it, the goal of any event is to grow and nurture the relationship between your guests and your brand — whether you’re promoting a product, building community, or looking to increase brand awareness.

You also need to think about who you’re sending your emails to. Make sure you’re only sending to your engaged recipients — a good rule of thumb is to send to those who have opened or clicked emails in the past few months.


And of course, don’t send emails to users who have unsubscribed or whose emails have bounced in the past. This also means you need to constantly maintain your lists, and update them with any unsubscribe or bounce information.

Post-event page made with Splash

This way, guests didn’t have to worry about memorizing each other’s names or drawing a blank when they turned to chat with the person next to them, and we also got to show off  our product in a natural way.

5. Build Up Sending Volume Over Time

One of the best ways to improve email deliverability is to build a solid reputation with email services by sending high-quality emails day after day.


For example, you shouldn’t just send an email to 500,000 people in one day (that’s a huge red flag to servers). Instead, build up to a large email send by breaking it up over several days, and increasing the volume with each send (in other words: sending to 100,000 people five days in a row isn't great either).

 

P.S. If you're a Splash customer and considering a large-volume email send, talk to your CSM about the best approach for your strategy.

6. IP Whitelisting

This is the most effective email deliverability tactic, but it’s also the most complex to achieve. Depending on your relationship with your guest list (e.g. VIPs or high-value accounts), you can request that their IT team have your company’s IP put on a “whitelist,” which would allow your promotions to bypass any company firewalls.

Even if your event doesn’t require a full seating chart with assigned seats, think about how you want the flow of your event to go, and how you can create natural opportunities for meaningful connections.

Image: designworkplan

•   A sense of privacy: a completely private and closed off room for dinner proved to be an extremely crucial element. At one of the venues, an open section in the room allowed noise to disrupt the flow of conversation — making it feel less private and less special of a night compared to dinners that were completely closed off to the public.

6. Create the best guest experience possible

At the end of the day, throwing events mean nothing if you’re not providing value to your customers.


At our conferences, we provide “Tableau Doctors” on-site that help customers or prospects with any questions about our product. Not only do these one-on-one appointments empower customers to engage with us in a meaningful way, they’ve also been the critical to driving event ROI.

author

Kara Walter

Kara has been a Marketo Certified Expert since 2013, and has spent much of her career in marketing automation consulting and marketing operations for both startups and enterprises. Prior to Splash, she spent more than three years at Amazon Web Services helping run their Global Lead Management and Marketing Automation team. In her free time, you can find her at the stable with her horse, Money, or spending time with her three children.

Our latest event marketing guide has a galaxy of on-site tips and best practices. Start exploring The Universe of Events.

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