Event Lead Up

Share relevant content with event attendees leading up to the event dates to get on their radar in advance of the event and registered for a meetup.

Quick Links
Play Breakdown
Play Overview
Identify
Attract
Engage (Uberflip Setup)
Measure & Optimize
Play in Action

Play Breakdown

Play Overview

Identify

Begin by pulling together a list of target accounts in your MAP you want to engage with at the event that meet one or all of the following criteria:

• Attended the event in the past
• Resides in the area of the event
• On this year's list of registrants provided by event organizers

Segment target account contacts by region, industry, role, persona, etc.

Are you targeting only prospects as part of this outreach? Or will you engage current customers as well with their own experience, as a way to retain and expand those accounts?
 

Attract

Using your MAP, send an email to contacts well in advance of the event to get them interested in the event and your booth/offering. In parallel, run social ads on LinkedIn and display ads to those contacts.

In the weeks leading up to the event, begin to refine your list to send separate emails to those who have engaged with your stream, and those who haven't. Can you get more CTA form fills leading closer to the event?

Engage

Carefully curate the stream of content for the event, speaking specifically to your target audience.

What will be featured at the show? Is there an event or presentation you want them to attend?

Here are some tips for creating an engaging experience:

• Limit your content to under 10 pieces and CTAs to only one or two in the stream so as not to give the visitor too many options
• Include top of funnel content to explain more about what problems you solve that the visitor has shown interest or intent in 
• Include new pieces of content that highlight a current offering or perspective to grab their interest
• Have your call to action be clear and specific - do you want them to book a meeting with you at the event? Register for a seminar you're running? Join you for a dinner?
• Update the appearance tab to include a branded banner that matches the channel artwork to ensure a cohesive experience from outreach to click through.

Measure & Optimize

Now that you’ve run your ABM campaign, you want to know how it’s performing. What areas can be optimized, and how is it helping to reach your campaign objective, and as a result, your business objective. 

To measure and optimize your campaign performance you have several options within Uberflip Analytics. Which option you choose depends on how specific your insights are and whether you have access to enriched analytics. 

The following resources will help you navigate Uberflip Analytics and learn how best to track your campaign performance:

• Monitor Your ABM Campaign in Uberflip (Video)
• ABM Campaign Analysis (Play)

Play in Action

Identify

In lead up to the Content Marketing World event, our Sr. Growth Marketing Manager started by compiling the list of target accounts we wanted to engage at the event.

This list was pulled from our MAP and was a combination of previous event attendees and accounts that reside in the area of the event.

Attract

These contacts were targeted by email and social ads to get them interested in the event and visiting our booth and sessions.

In the weeks leading up to the event, the event organizers then sent us a list of registrants who we targeted with 6sense display ads, LinkedIn ads, and a final email from Marketo directing them to the stream of content in Uberflip.

Engage

The marketing stream created in Uberflip had been carefully crafted with content pieces that help inform the attendees of who we are and why they would want to connect with us at the show. 

This included top of funnel content to explain more about what problems we solve and our offering. Since some of the recipients are familiar with us, we also included content on our latest offering to help generate further interest with our existing accounts and prospects further down the funnel.

The call-to-action was to join us at our booth and event. By collecting interest ahead of the show, we were able to plan ahead with the right people and ensure conversations were productive.