Industry events offer manufacturers a lot of opportunities like:
- Connecting with new buyers
- Reconnecting with current customers
- Generating brand awareness
But events tend to be expensive. To boost ROI, manufacturers should leverage intent data to hone in on the customers who are likely to sign deals.
(As buyers conduct keyword searches, visit websites, and research solutions online, they leave a kind of “virtual breadcrumb trail” of activities that can be compiled, analyzed, and used to predict their behavior. This intent data can help determine their stage in the buying journey, the solutions they’re considering, and much more.)
An ABM platform like 6sense gives manufacturers access to a robust set of tools and strategies that leverage intent data to help:
- Generate more buzz among the attendees you’ll like to meet at an event
- Spot when target accounts are researching you, and book more meetings with them
- Accurately measure the impact of your efforts before, during, and after the event
Whether you want to improve your pre-event strategy, your team’s efforts at the actual show, the effectiveness of your event follow-up, or all three, 6sense can take your events to the next level.
Let’s take a look at how 6sense boosts your ROI across the entire event lifecycle.
Before the Show: Build Awareness and Lock-in Critical Meetings
Companies that don’t put in the time to engage an audience before an event will miss out on critical opportunities. The campaigns you build before any event can help you win more face time with buyers. And the more tailored your campaigns are to specific buyers, the better.
6sense makes it easy to hyper-target event attendees with messaging that builds brand awareness and drives booked meetings with important accounts.
Manufacturers can upload a list of attendees for an event and use 6sense segments — dynamic lists of accounts and individual buyers — to run personalized campaigns.
Examples of event campaigns that can be run include:
- Brand awareness advertising your attendance at an event and the solutions you can discuss
- Advertisements to specific attendees on LinkedIn
- Email campaigns inviting specific buyers to on-site meetings with your team
Leveraging 6sense for your pre-event activities makes it easier for attendees to recognize your brand, and more likely you’ll have one-on-one meetings locked in before show time.
At the Show: Tailor Your Messaging and Skip the Small Talk
Too many interactions at events are low-impact and don’t provide value. 6sense makes it easy to uncover the topics, products, and services your accounts care about most, so you can turn those precious interactions into high-value conversations that are likely to continue after the event
6sense’s intelligence provides your teams with account insights like:
- Relevant topics they’re researched across the internet
- The pages they’re visiting on your website
- Their stage in the buying journey
- Topics related to your competitor they’ve researched
By matching those typically anonymous activities with specific accounts you know are attending an event, you suddenly have a much clearer picture of what attendees are interested in speaking about.
Post Show: Follow-up and Measure Event Influence on Pipeline
6sense makes it easy to follow up on conversations that happened at an event, track the success of individual events, and measure your entire event strategy.
Followup
Using a tool like an AI email assistant allows you to create post-event follow-ups that can be personalized and delivered at scale — without taxing your marketing or sales teams. Using the power of AI writing assistant, you can create emails that automatically populate with personalized messaging for each attendee that you want to follow-up with.
Measurement
By creating lists of the attendees for your events in 6sense, you now have a tracking method that dynamically updates as those companies and buyers perform post-event actions. As event attendees move through your revenue pipeline, you can see the ROI on each event you attend.
On a macro scale, you can group your different event segments and start comparing event performance as a whole, or comparing the revenue impact of events so you can decide which events you can skip and which ones need to be recalibrated to boost impact.
Conclusion
Events can deliver real impact and a bigger ROI. By using 6sense, manufacturers can create pre-show buzz with the right audience, engage in deeper conversations at the show, and follow up in a more personalized way after the show — all while keeping a close eye on overall performance across your entire event portfolio.
