3 Ways to Turn Event Leads into Revenue with Account-Based Marketing

September 21, 2015 Sangram Vajre

Turn Event Leads Revenue Account Based Marketing

You’ve just come back from a major tradeshow. Perhaps you were at Dreamforce ‘15 last week, and now you’re back in your office with all of these awesome leads. Now what?

For the average B2B marketer, you’ll probably enter all of your leads into Salesforce or your CRM solution, assign them to the sales team, then tell ‘em to go fish. The end result is a classic case: marketing had a great event promoting the heck out of your brand, but overall generated little or no revenue. So much for ROI.

The next time marketing goes to plan its next event, someone from the executive team will ask the inevitable question — what did we get out of the last event? Oh boy…

It’s never good when a #B2B marketer can’t demonstrate ROI from an event #FlipMyFunnel
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As marketers, it’s our mission enable sales through every step of the buying process. For events, our job goes beyond what happens after the tradeshow floor closes. We can’t just assign leads to sales and expect the revenue to start raining down.

Let’s look at two scenarios:

Marketer A’s Strategy to Turn Event Leads into Revenue:

#1 – Send all leads from the show to sales
#2 – Drop the leads into a generic email nurture campaign
#3 – Run reports to see if any of those leads turned into opportunities

Marketer B’s Strategy to Turn Event Leads into Revenue:

#1 – Send only the best-fit leads to sales, then turn on your account-based advertising campaign for the next 30 days to target accounts creating the halo-effect
#2 – Drop the rest of your event’s leads into email, direct mail, and targeted advertising or nurture campaign. Turn on lead scoring within your marketing automation platform to automatically send those qualified accounts to sales when they’re ready
#3 – Roll up those leads into accounts (all personas in your target companies) to see activity in real-time, then enable account scoring to see which accounts are proactively engaging with your message and then send them to sales.

Which sounds better? The majority of marketers are following Marketer A’s strategy which only requires a marketing automation platform which is integrated with your CRM solution.

#B2B #marketingprofs – turn your event leads into accounts before passing to sales #FlipMyFunnel
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If you’re interested in being more like Marketer B — a.k.a the most badass marketer — you need an account-based marketing solution, not to mention a solid bank account to collect all the revenue from your event. This all factors into the new account-based marketing model we’re advocating here at Terminus.


The first stage of the funnel is to Identify, then Expand, Engage, and Advocate. You’ve already gotten through this first step by identifying this is a hot lead you met on tradeshow floor. Now expand your audience by finding key decision-makers within the account. Using an account-based advertising tool, you can reach decision-makers on their own terms. After all, we know that in sales, we don’t close leads – we close accounts.

Wanna be a badass in #B2B #marketing? Stop thinking about leads and focus on accounts #FlipMyFunnel
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Let me know your thoughts. I’d love to hear which type of marketer you aspire to be.

Also, here is the ebook on creating a blueprint for your account-based marketing strategy!

The post 3 Ways to Turn Event Leads into Revenue with Account-Based Marketing appeared first on Terminus.

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