This is the fourth and final article in a series about how to leverage the Marketo and Splash integration for maximum impact. ICYMI, learn how this integration has made me a better marketing operations pro, some of my tried-and-true best practices, and how I've experienced incredible time savings.
Over the past couple of years, Splash has built a community group dedicated to advancing the practice of event marketing. Hundreds of experts come together on Slack, in social channels, and at events to share experiences and chat about what makes event marketing the most influential marketing activity.
When I started at Splash, this group was building and running events separate from our overall marketing efforts at Splash. The group’s admins continually received positive feedback, so from an anecdotal perspective, these events were successful. But did the numbers give the same result?
We couldn’t tell because these events built in Splash weren’t connected to our Marketo instance. We knew what Splash told us: who opened the email invitations, registered for the event, and checked into the event.
Don’t get me wrong. All of that is great information to have. But what happened after those events ran? Did we follow up with the attendees? Did they become opportunities? Did they become customers, if they weren’t already? How did these events play into the greater marketing efforts at Splash?
Admittedly, we had some work to do. Luckily, all it took was two simple steps to get there.