With the amount of effort & investment made by most organisations to deliver amazing events, post-event campaigns are sometimes neglected or really aren’t thought through until after the event has passed. This month we looked at planning an optimal post-event experience.
We’ve all invested time and money planning events, both in-person and webinars. Done well, they can be a worthwhile investment. Real success can only be achieved though if success is determined and agreed upon by stakeholders before the event takes place.
As you plan to deliver an optimal post-event campaign, you need to have a clear objective in place. It’s clear that the strategy has not been locked in when the marketing team raise these points after the event:
- “I wish we’d asked that question on the registration form”
- “Does anyone have an accurate list of who actually attended from our key accounts?”
Maximise your post-event campaigns with a clearly defined overall objective for your event.
Once you have a defined objective for your event, your post-event campaigns should fall into place. The key message from this month’s user group was to lift our game and do more than a simple “thank you for joining us” and “sorry we missed you” email. The more effective your planning, the greater chance you have of delivering a personalised post-event experience.
What is your event objective?
We’d suggest that any type of event you host will likely fall into one of these three categories. They may also be combined. The key is to have clarity around the core objective for your event, this will shape your post-event campaigns.
Progress your buyer
One objective could be to progress an identified buyer further in their decision-making process. We may also see this as “sales acceleration”.
Educate your audience
Another objective may be to educate attendees, prospects, partners or customers about a specific product or service.
Finally, your objective may be to host a social event, casual in nature, designed to build brand loyalty & create goodwill.
How will you measure the success of your event?
The first question needs to be “how do you define success?”. Once you’re clear on what success looks like, then you’re in a position to capture and record the data needed to complete the measurement process.
Campaign attribution will be one part of your success metrics. Your Eloqua team is likely just one part of an overall team delivering the event. Your contribution to the success of the event is one key area that can be measured.
Determine what you need to measure early, so you have everything in place when you launch your event registration campaign.
What do our clients say?
“A massive THANK YOU for all of your amazing efforts with the successful marketing automation program for Open Day.
The day was a huge success and your work played a critical role in not only driving registrations but also with on the day attendance. Well done ☺
Thanks again Marketing Cube for continuing to demonstrate what a valuable partner you are to VU.”
– Claire | Director, Brand & Marketing | Victoria University | Australia
As you wave farewell to the last guest or they log off from your webinar, you have some things to do before you crack open the bubbly and pat yourself on the back.
Once you get to this stage of your event, hopefully, all of your preparation has made your post-event campaigns a little easier. It’s time to take stock of the data you’ve captured. Are there any surprises? Is the data you’ve captured in line with your planned post-event campaigns? At the most basic level, you’ll want to get attendance and no-show details into Eloqua as External Activities so that data can flow through to the CRM for the sales team.
Ideas to continue the engagement
- Thank attendees – Share event highlights e.g. presentations, video highlights, white papers etc.
- Emphasise the education and value you delivered. If the event afforded attendees to secure CPD (Continous Professional Development) points, you can use Eloqua to deliver personalised certificates.
- Create an exclusive networking event after the event for your high-value clients and prospects.
- Give back to guests to improve post-event engagement. For B2C e-commerce companies, you could provide event-related discount vouchers for your website. I’m always opposed to giving away something for nothing, so think through added value items with purchase so you don’t erode margins.
- Host a social media contest to fuel post-event engagement. This tactic will largely depend on your audience and how appropriate it would be. If not a contest, is there an online environment where you could invite people to continue the conversation and engage with other attendees? Use QR codes at the event linking to the online environment you choose.
- Extend event-only offers for more post-event engagement.
- Create a post-event survey, thinking carefully about the questions you’ll ask. Is it really business-critical that they enjoyed the catering? Ask questions that will help you with your event objective.
- Get active on your blog or vlog for stronger post-event engagement. Consider a news report style highlights real for use across Social and your website.
The data you capture will determine the level of personalisation you can deliver as part of your post-event campaigns.
Hopefully, you’ve picked up on our emphasis on gathering data along the way. Gathering data from the first registration through until the final guest leaves your event. From an Eloqua perspective, the types of data you capture will generally be broken down into two types:
1. Additional Profile data: This data is generally used to update the Eloqua Contact and flows through to the CRM Lead and/or Contact. A best practice approach would exclude updating CRM Account Data from Eloqua. It’s typically data like First Name, Last Name, Job Title, Mobile Phone Number, Dietary Requirements etc. This data is usually 1:1, unique to the person it’s associated to.
2. Event specific and/or bespoke date: This would be data that shows which breakout session a person registered for and if they attended or not. It could also be any enquiries they made via QR Codes at various booths at your event.
How you manage this data will determine how effective your post-event campaigns will be. The key areas of Eloqua that you will use your data with are likely to be:
- Segments – Using Segment filters from the Eloqua Contact & a relevant Custom Object.
- Dynamic Content – rules can be configured based on the Eloqua Contact & a relevant Custom Object.
- Shared Filters – Much the same as Segments, however, Shared Filters allow you to adjust and move a person’s route on the Campaign Canvas ensuring you’re accessing the most current and up to date data.
Release 21D of Eloqua is due November/December 2021. Specific dates will be determined based on your Eloqua POD number.
UPDATE: 6th November 2021
Highlights for Release 21D are listed below:
Salesforce App Enhancements
Tons of Salesforce App enhancements. Release 21D enhancements have been broken into three areas:
Salesforce Native Integration Parity i.e. matching features with the recently retired native integration
Improved User Experience
Speaking with our certified Eloqua technical team, there is some reason to be excited about the restoration of a range of features that were well used in the previous native Salesforce integration. As to which ones you should get excited about, that will depend on your use cases.
Make some time to review specifics in the webinar replay HERE. [Start at 35 minutes for the Salesforce App enhancements].
- API Changes
- And the Eloqua/Maxymiser integration becomes generally available!
When can you expect to see Release 21D on your instance of Eloqua?
Native SMS App for Oracle Eloqua
Probably the biggest “new” feature of this release is the launch of the Oracle Eloqua Native SMS offering. The app is currently in “Controlled Availability” and is an add-on.
- The initial description of the SMS Add-on looks to be quite good. You’ll have usage reporting which is a plus compared to current SMS Apps by 3rd party providers e.g. Marketing Cube has provided an SMS app for 6+ years.
- The greatest limitation that we can see at this stage is the lack of inbound originated SMS. That means people can’t initiate an SMS to you e.g. scan a QR code or simply send an SMS to your mobile number. If you send them an SMS from Eloqua, they can respond and that will come into Eloqua.
- You must use the Eloqua system “Mobile Phone” field with the app. If you have mobile/cell numbers stored in a different Contact field, you’ll need to update your integration.