A Data-Driven Event Strategy Enables Marketo to Get Five Times Return on Investment - eMarketer
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eMarketer Interview

A Data-Driven Event Strategy Enables Marketo to Get Five Times Return on Investment

Preview from eMarketer PRO

An interview with

Charm Bianchini

Senior Director, Enterprise Marketing, Marketo

Interview summary

At the heart of Marketo’s event strategy is data. The marketing automation software provider takes a data-driven approach to event marketing to drive pipeline growth and focus on getting five times return on their investment. Charm Bianchini, senior director of enterprise marketing at Marketo, shared details of the company’s event strategy with eMarketer’s Jillian Ryan.

Interview

eMarketer: What role do events play in Marketo’s overall demand generation strategy?

Charm Bianchini: Since it takes many touchpoints to push deals along the path to purchase, events are a core component of our demand generation. A human interaction is much more valuable than a prospect just downloading a piece of content through an online program. Our face-to-face event strategy—including sponsored events and our own industry conference, the Marketing Nation Summit—is part of an integrated demand generation campaign that includes offline touchpoints, as well as online marketing tactics to make sure events are successful.