Applied Best Practices - Managing Multi-city Events Flashcards
What are keys to success?
Right tools, automation, and measuring metrics.
What factors should dictate the timing of an event?
Strategic sales and marketing goals.
What’s important to keep in mind when choosing an event agenda and topics?
Ensure that they’re relevant, and revisit them before rolling out the invitations.
Why is it important to monitor registrations?
To make sure you’re not registering too many people, or to identify poor participation.
What are best practices for reviewing registration with stakeholders, including sales?
Regularly update stakeholders about registration numbers, and assess lead quality of the attendees with Sales
Marketers use events to _____, nurture prospects, build brand awareness, expand distribution, strengthen relationships with customers
generate leads
Generate leads, _____, build brand awareness, expand distribution, strengthen relationships with customers
nurture prospects
Generate leads, nurture prospects, ______, expand distribution, strengthen relationships with customers
build brand awareness
Generate leads, nurture prospects, build brand awareness, _____, strengthen relationships with customers
expand distribution
Generate leads, nurture prospects, build brand awareness, expand distribution, and _____.
strengthen relationships with customers.
The prime expectation for any event is:
Ensuring consistency in delivering value
How do you adapt an event to local needs?
Regional language and not scheduled on local holiday
What are the three key components used to manage the Road to Revenue multi-city event?
Registration form, campaign canvas, and event module
Each city has a hidden field for ___
City
When someone registers on one of the city landing pages, what happens?
The city value is passed to the city field on the registration form. The form then creates the registrant in the selected city session.
To promote the event and extend Eloqua’s reach, the R to R landing pages incorporate _____
Cloud Components.
____ are social media elements that allow visitors to engage via social channels.
Cloud Components
Some of the benefits of using Cloud Components are _____, increased event awareness without a large investment, and increased marketing productivity.
increased conversions
Some of the benefits of using Cloud Components are increased conversions, _____ , and increased marketing productivity.
increased event awareness without a large investment
Some of the benefits of using Cloud Components are increased conversions, increased event awareness without a large investment, and _____.
increased marketing productivity
Eloqua helps marketers overcome event challenges by _____
automating planning and execution.
The R to R campaigns are segmented by ____
city.
How can event campaign segments be created?
city, previous lead score, job roles, attendance to previous events.
the Campaign Module is responsible to:
Send the invite, check for form submissions, send Still Time and follow-up emails
The Event Module:
tracks registrants, deploys confirmations, reminders, and internal notifications.
What should the first thing you do be?
Build the Registration Form.
True or false: Each city in the R to R tour has its own separate campaign.
True.
True or false: Each city in the R to R tour has its own landing page.
True.
There’s only one registration form. How does it pass different city values?
There’s a different city value hidden within each landing page.
How is the registrant data stored in the Event module?
As a data card in the appropriate session in the event.
____ are scheduled marketing actions performed by Eloqua using automation.
Event Actions
Why use the Campaign Canvas to send thank-you emails?
(1) CC can evaluate whether registrants attended an event (2) Access to roll-up campaign reporting for the event.
What’s the first contact made with prospects in the R to R campaign?
Website or invite email
The R to R landing page allows registrants to ______, download the agenda, add the event to their calendar, and email event-related queries to Eloqua.
submit the registration form
The R to R landing page allows registrants to submit the registration form, ______, add the event to their calendar, and email event-related queries to Eloqua.
download the agenda
The R to R landing page allows registrants to submit the registration form, download the agenda, _____, and email event-related queries to Eloqua.
add the event to their calendar
The R to R landing page allows registrants to submit the registration form, download the agenda, add the event to their calendar, and ______.
email event-related queries to Eloqua
By _____, marketers can ensure that each registrant consistently receives accurate information.
automating confirmation emails
When building your event assets in Eloqua, it is a good idea to create a __
checklist
Eloqua recommends the following workflow for an event campaign: (1) _____ (2) Create campaign workflow (3) Create event
Create form and other Eloqua assets
Eloqua recommends the following workflow for an event campaign: (1) Create form and other Eloqua assets (2) _____ (3) Create event
Create campaign workflow
Eloqua recommends the following workflow for an event campaign: (1) Create form and other Eloqua assets (2) Create campaign workflow (3) ___
Create event
All the information gathered from the form will be mapped and saved to the ___
Event fields
_____ are an effective way to share info about the event and generate interest within the community
Social media sharing components.
What are the 4 elements of a campaign workflow?
Segments, assets, decisions, and actions.
All assets must be included on the _ for reporting purposes.
Campaign Canvas
What metric is essential to track event registrations and drop-outs and assess event performance?
Form and landing page conversions and visitors
Adding a wait step after the last email allows you to…
Change your mind and send one more email.
Attendees and no-shows must be . . .
Uploaded into Eloqua after the specified event.
The Event Module cannot send…
the original invitation email.
The Event Module allows you to: (1) ____, (2) drive more attendees with a series of steps based on Eloqua best practices, and (3) use behavior of recipients and attendees to qualify registrants and prioritize follow-up.
Reduce setup time by leveraging a repeated sequence of reminder and follow-up emails, drive more attendees with a series of steps based on Eloqua best practices, and use behavior of recipients and attendees to qualify registrants and prioritize follow-up.
The Event Module allows you to: (1) Reduce setup time by leveraging a repeated sequence of reminder and follow-up emails, (2) ___, and (3) use behavior of recipients and attendees to qualify registrants and prioritize follow-up.
drive more attendees with a series of steps based on Eloqua best practices,
The Event Module allows you to: (1) Reduce setup time by leveraging a repeated sequence of reminder and follow-up emails, (2) drive more attendees with a series of steps based on Eloqua best practices, and (3) ___.
drive more attendees with a series of steps based on Eloqua best practices,
The Event Module allows you to manage all event-related assets and campaigns from a single interface and reuse the assets, such as:
forms, emails, and segments.
The Event Module allows you to: (1) ____, (2) Populate event session details into emails, and (3) Set up reminder and thank-you emails.
Manage single or multi-session events
The Event Module allows you to: (1) Manage single or multi-session events, (2) ____, and (3) Set up reminder and thank-you emails.
Populate event session details into emails
The Event Module allows you to: (1) Manage single or multi-session events, (2) Populate event session details into emails, and (3) ____.
Set up reminder and thank-you emails.
The Event Module has four sections, including:
Event Overview, Registrant Info, Event Details, Event Actions.
An unmapped registrant means…
that data card has not been mapped to a Contact record.
Registrant Info section allows you to…
Link a form and map fields, create additional custom fields
Each data card set represents…
An individual event.
Special fields in the Registrant Info control the way…
Unique registrations are handled.
The Registrant Info Special Fields are:
Eloqua Identifier field and the Email ADdress field.
If you choose “Use the Email Address Field” in Special Fields, what happens?
You’re only allowed one registration per email address.
If you choose “Use an Eloqua Identifier” in Special Fields, what happens?
The system generates a unique 16 digit code and allows registrant to register for multiple sessions within the data card set.
If you choose “Use select field” in Special Fields, what happens?
Unique registrations are allowed based on the custom field provided in the drop-down list.
The ____ section of the Event Module is where you say whether the event is a single or multi-session event.
Event Details
The Custom Session information from the Event Details can be merged into….
emails sent to registrants.
Standard Event Actions include (1) waitlists, (2) event registrations, and (3) reminder emails.
Waitlists
Standard Event Actions include (1) waitlists, (2) ____, and (3) reminder emails.
event registrations
Standard Event Actions include (1) waitlists, (2) event registrations, and (3) ______.
reminder emails
Advanced Event Actions include (1) ______, (2) modified registrations, (3) event cancellations, (4) post-event reminders.
incomplete registrations
Advanced Event Actions include (1) incomplete registrations, (2) ______, (3) event cancellations, (4) post-event reminders.
modified registrations
Advanced Event Actions include (1) incomplete registrations, (2) modified registrations, (3) _______, (4) post-event reminders.
event cancellations
Advanced Event Actions include (1) incomplete registrations, (2) modified registrations, (3) event cancellations, (4) _____.
post-event reminders
Event Actions include processing steps that allow you to configure ____
Actions
True or false? After Event Actions are configured, you can enable or disable them at any time.
True
In the Registrant Info section, you associate ____ with the event
a form and its fields.
In the _____ section, you associate a form and its fields with the event.
Registrant Info
You can create, edit, move, or delete ____ from the Registrant Info section.
custom fields
As a best practice, fields should be brought into the Registrant Info section from _____
a registration form that you link to the event.
The Event Details section includes event-specific information such as ___, location, whether meals are provided, and so on.
date
The Event Details section includes event-specific information such as date, ____, whether meals are provided, and so on.
location
The Event Details section includes event-specific information such as date, location, ___, and so on.
whether meals are provided
Can you create your own fields in Event Details?
Yes.
Fields in Event Details can be used to create
event field merges.
Event Details are used to create _____ fields.
header fields.
Typical R to R events are ___ session events.
single session events.
The “Multiple Sessions, organized by” drop-down menu pulls fields from your event fields, which means:
All form fields plus any custom fields.
The “Multiple Sessions, organized by” drop-down menu creates a bridge between the registration form, the event, and…
the actual sessions to which a registrant is added.
If organizing multiple sessions by “Sessions,” what should you do first?
Create a “Sessions” picklist.
You add Session from List in the…
Event Details section of the Event module.
In the Event Details section of the Events Module, where do you add information such as date, speaker, and time?
Top right of screen > Add Header Fields > Add Standard Event Headers
You can reuse an Event by…
Copying and modifying an existing Event
What are the two ways people register for events?
Form submissions and uploading.
To upload new registrant information, the Events Module provides:
A Registrant Upload Wizard.
The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, Upload Actions, Summary, and Finished.
Data Source
The 6 steps of the Registrant Upload Wizard are: Data Source, ____, Field Mapping, Upload Actions, Summary, and Finished.
Upload Data Source
The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, ___, Upload Actions, Summary, and Finished.
Field Mapping
The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, _____, Summary, and Finished.
Upload Actions
The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, Upload Actions, ____, and Finished.
Summary
The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, Upload Actions, Summary, and ____.
Finished
What do you do if you receive an individual registrant’s information?
On the menu next to the selected event in the tree view, select “New Registrant”
The _____ provides a collection of reports with metrics showing the overall status of the event
Event Dashboard
To access the event dashboard..
On the menu next to the selected event in the tree view, click “Event Dashboard”
The _____ shows registrants on a map
Event Registrations by Geography
The ____ shows the breakdown of different Sessions for the event
Session Overview for Event
The ___ shows submissions for the event for selected days in selected time range.
Event Submissions Report
True or false: You can export Event Dashboard reports as an image or to Excel.
True
True or false: You can customize the date range for Event Dashboard reports.
True.
The _______ is an “Additional Report” from the Event Dashboard that shows Data Cards that have been created during a specific time range.
Event Registrations and Contact Data report
The _____ shows a listing of all the data cards and data card field values for a specific session in the event.
Event Overview by Session
The ____ shows details of the data cards waiting for a particular event.
Event Waiting List report
The ___ report shows all the values for a particular event within the data card set for that event.
Data Card Field Values report
The _ report shows the percentages for the values specified for a selected Data Card field.
Data Card Field Value Percentages report
The ____ report provides a list of the Sessions in the event with all the related Session information, as pulled from the Event Headers.
Event Session Overview report
The _____ report shows all the data cards in the data set for the event and their field information.
Event Data report
There are ____ Data Card reports
6
The _____ report provides data based on the Data Card type.
Data Card Set Type Breakdown report
The ___ report allows you to view data within a single Data CArd Set.
Data Card Set Data report
Where can you edit an individual Data Card within the Data Card Set?
In the Data Card Set Data report.
The ____ report allows you to view individual registrants and registrant data within an Event
Data CArd Set and Contact Data
The ____ report allows you to generate a list of all the data cards / registrants on the event waiting list
Data Card Set Waiting List report
The ___ report allows you to select a specific data card and see a count for the number of different values on record.
Data Card Field Values report
The __ report provides a count of the number of different field values reported as a percentage.
Data Card Field Value percentages report
___ allow for tracking of metrics by session
Unique campaigns and landing pages
When is the second reminder email sent to the registrants during a Road to Revenue event?
One day prior to the event
Which section in the Event Module allows you to link a registrant form to the event?
The Registrant Info section.
The objective of the event should be:
SMART
What does SMART stand for?
Specific, measurable, achievable, relevant, and timely.
For an event to be successful, answer two questions:
- What’s in it for me? 2. What’s in it for the participants?
To increase event participation, it is important to focus on…
the target audience.
What are 3 best practices for scheduling events?
Avoid scheduling at the end of quarters if your segment is Marketing or Sales; avoid scheduling close to your competitors’ events.; don’t schedule on public holidays.
What is a best practice for targeting existing customers?
Through more than one promotional channels.
In targeting, what should you focus on?
A single group who you feel would be interested in attending the event.
How do you maintain customer interest?
By reinventing or adding new elements each time you conduct the event.
As a program leader, set the right example and give opportunities to _
everyone.
Encourage team members to…
take ownership of the assigned tasks.
3 best practices for formulating agenda content: (1) Standard template for all presentations, (2) _____ (3) Enough time to develop content, and audit for reviews and revisions
Regional language,
3 best practices for formulating event content: (1) Standard template for all presentations, (2) Regional language, (3) _____
Enough time to develop content, and audit for reviews and revisions
3 best practices for formulating event content: (1) ____, (2) Regional language, (3) Enough time to develop content, and audit for reviews and revisions
Standard template for all presentations
As a best practice, try to include ____ as sponsors.
marketing partners
Event format includes what?
Multiple sessions running in parallel or single-room sessions with all attendees present.
Make sure your event format aligns with…
your event goals and audience preferences.
Apart from emails and ads, ____ is one of the best tools to promote an event.
Social media
Decide on promotional activities and the medium based on…
whether the target audience is composed of new or existing customers.
Things to check when choosing a venue are:
Distance from transit hubs, accommodation facilities, venue capacity
Why should you be concerned with accommodation facilities and general amenities?
Because attendees, speakers, and hosts sometimes travel with their families.
What’s a best practice for planning logistics?
Use a whiteboard to map every detail when designing the attendee experience.
When should you create your event follow-up plan?
Well in advance.
As a best practice, what should your follow-up email include?
Something of value, and an email address so contacts can reply.
To determine if the event objectives were achieved, don’t forget it is best practice to do an ____
event evaluation.
Some methods that can be used to evaluate an event are: (1) _____, (2) Eloqua reports, (3) Media reports, (4) video recordings, (5) surveys.
direct observation by event organizers
Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) _____, (3) Media reports, (4) video recordings, (5) surveys.
Eloqua reports
Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) Eloqua reports, (3) ____, (4) video recordings, (5) surveys.
Media reports
Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) Eloqua reports, (3) Media reports, (4) _____, (5) surveys.
video recordings
Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) Eloqua reports, (3) Media reports, (4) video recordings, (5) ___.
surveys
Event reporting best practices: (1) ___ (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events
measure & track attendance
Event reporting best practices: (1) measure & track attendance (2) _____ (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events
associate attendance with lead scores
Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) ____ (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events
regularly share reports
Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) ____ (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events
collaborate with sales
Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) ___ (6) share only relevant reports (7) generate custom reports for events
generate attendance reports based on segments
Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) ____ (7) generate custom reports for events
share only relevant reports
Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) ___
generate custom reports for events
In communication, it’s best practice to send emails with an accurate _
agenda
It’s important to communicate with a ____ touch.
personal touch.
Easy ____ options should be offered
registration
Before sending emails
test them
As a communication best practice after the event,
follow up!
Communication also involves coordination between ____
different functions and third-party vendors
Best practice is to send a maximum of ___ invitation emails
two
Refrain from sending invitations on what days of the week?
Monday and Friday
You can personalize emails with a brief introduction about…
the event host.
Emails can be segmented based on…
geography, industry, job title, and lead scores.
When you provide various registration options, make sure to..
monitor each platform so you don’t fail to register any invitees.
The follow-up email should be sent when?
Within 24 hours after the event.
Multi-city events help marketers to work collaboratively with__
Sales
Best practices to engage sales: ____ to allow sales to approach the right lead.
Maintain an attendee list.
Best practices to engage sales: Associate event participation with ___
lead scores
_____ sets transparency and builds trust between marketing and sales.
Informing and educating sales
If sales tends to look at short term gains from an event it might be wise to ____
manage expectations
Follow ___ to improve event planning and execution
best practice guidelines
What are the five key takeaways from the multi-city event case studies?
Avoid over planning, track registrants, schedule smartly, check local preferences, and collaborate
Maintain and adhere to __ to ensure you repeat your success formula.
A checklist of best practices
When is the invitation email sent during a Road to Revenue event?
4 weeks before
When is the First Reminder email sent during a Road to Revenue event?
1 week before
When is the Still Time To Register email sent during a Road to Revenue event?
2 weeks before
Marketers’ challenges during events are: _____, generate business, assess competitive activity, trump the competition
Measure impact
Marketers’ challenges during events are: Measure impact, _____, assess competitive activity, trump the competition
generate business
Marketers’ challenges during events are: Measure impact, generate business, ______, trump the competition
assess competitive activity
Marketers’ challenges during events are: Measure impact, generate business, assess competitive activity, ______
trump the competition
