How to automate your event marketing ?

Okay, so let's just get cracking. We've got a lot of really interesting and important things to discuss and to share today and I really hope that this is a very, very useful session for you all. Okay. For all of those that don't know us, our name is Brightbull. We are a B2B marketing agency that works predominantly with organizations within the B2B event industry. And we work predominantly with the companies that really want to build online communities, that want to grow online communities and are ready to start working in the process of the digital transformation. We're a HubSpot partner. We've probably been the longest standing partner in the events industry. So if you guys use HubSpot as a tool and have any questions, please do let us know. Okay, let's get cracking. So what is it that we're going to cover? When we're talking about event marketing sequences, we're talking about ways in which we can use automation to drive efficient marketing campaign, to accelerate our event marketing. Okay, so the number, the first one that I want to cover here today is what we call the top of the funnel or content led emails. What are these emails? These emails are the ones that you would generally will see around newsletter like types. And this type of sequence normally will look at all your audience. If you guys have a database of ten, fifteen thousand or a thousand contacts, generally you would be aiming to get these guys to send these guys an email newsletter every month or every two weeks, or every three weeks. This is by far sometimes one of the most tedious and long. You know, it takes a long time to build a newsletter or an email digest or whatever you want to call it. So the first sequence is what we call the top of the funnel content led emails. What do they do? They look at all your database and all your addressable audience. And generally the objective of this particular sequence is to drive content, to drive awareness. The main objective is to get people to download ebooks, to download presentations, to read articles, and subsequently as well if they want to visit your event or download particular event content. What you would normally see is that there's kind of generally either weekly, bi weekly or monthly. Now the aim of this automation is to pre populate this content through an RSS feedback, right? So this means that you just simply prepare the body of the email and then by the time the content is ready or by the time content is published, then an RSS field will pre populate the stuff for you. So literally you don't have to do a lot of building on this email and the name of the game is to move into. The name of the game is just to put this process automated. Okay. And that you're not really have to work too hard. Now how does this work in the real sense? Let me just kind of see if I can get rid of this thing here because it's kind of bothering me. So this is kind of how the way it works. This is just my example of my own email. So what you see here is that on a monthly basis, whoever has subscribed to my email, they will receive an email that's going to contain the latest blog posts that we would have published. Okay. The truth of the matter is that the way this looks in my interface, I don't really have to copy and paste any of these emails. I'll just have to put merge fields in the system and the system will pre populate this automatically. Okay. So for me, I don't really need to touch these emails and they would automatically be self served. If I was going to prepare this. This is what it up probably half day of my team's time to deploy Now. Why? What is the purpose of these emails at the end of the day? We want to sell it. We want to sell our event, we want to drive people to the content, our event. And this is kind of what we would then adjust. But this is something that you will do just once a month according to the type of events or anything that you have that you're promoting at any point in time. And that's it. Okay, so that was the first one. That's the easiest one. And an RSS feed, basically your blog or even if you curate content from other third parties, all of these tools will have an RSS feed and all these things would appear in there. Okay. Fairly simple. Something to do. Now the second type of sequences are the sequences that you will work on the middle of the funnel or what we generally look at the event Martin sequence. Right. So these sequences are great. If the Martin team is the one that writes the content is not so much as good. If the production team or the content team on the program side of things is the one that produces the content. Because then you're relying on a third party. It does not have to be fully automated. But you can create a template outreach that is going to work for you at the end of the days. At the end of the day, event marketing is very simple. You will have a general cadence that you're going to send emails to and the general number of emails depending on the type of event that you're Promoting that you're going to be sending out. But if you know exactly what you're going to be writing way before and what is going to be the structure of that email, that is going to help you a lot of time and it's going to save you a lot of time. So what these type of sequences focus on is generally again looking at the whole addressable audience for that particular event. The objective has to add value with content, but also to sell your event. And generally this sequence or these sequences will look at generating a engagement, whether it's going to be a call for paper submission, event content, you want to get someone to download the sponsorship prospectus, the event brochure, etc, etc, and also you want to get them to get to register, become a partner or to speak. Okay. More often than not, depending if the type of event, if it's the general one day, two day event that you would market, whether it's digital or virtual, you will then send. The idea is that you send an email every other week. Yeah. So you will have your event database and then you're going to send them a sequence of emails every other week, generally between 7 and 8. At least that's what we recommend. And these are the goals, event content, the event brochure, you want to get them to register. Okay. By the way, I just want to make a very big clarification. These sequences work irrespectively, whether you're marking a physical event or a virtual event or digital event, they will work exactly the same. And this is an example of that type of sequence that you're looking at. So you will know what you're going to send. First of all you need to know is you need to know how many emails you're going to send. You need to know the theme that you're about to send for that particular email, the objective of what specifically is going to be the call for action, the call to action that you're going to do, and the general overview which in somehow just kind of talks about what is going to be the body of that particular email. This is very helpful when you as a team discuss what's going to be that structure so that your emails don't look samey. It's very helpful when you're working with production teams so that they know what is it that they're going to write about? Because it just tends to happen when you're in the marketing team that you want to get someone to write an email. The first question that they're going to ask is what do you want me to write about or what should I be writing about? And this type of template is going to help you achieve that. By the way, many people will be asking, will the slides and the recording be available after the session? Yes, they will be. And then you can use all these tools for you to start using in your, your marketing. Okay, now there's the other type of sequence that we also advise marketing teams to do, which are the sponsorship and exhibition emails. And these are specific sequences and specific emails that you will send to sponsorship, exhibition profile individuals. Or these are the types of emails where you will be working very, very, very closely with your sales team them accelerate that process. And this is the part where I think many event organizers do not necessarily do or don't have it as a practice within their, within their event marketing process. So, okay, so what is the target? Sponsorship and exhibition prospects. The objective of this sequence is to get individuals to download a specs brochure, to visit a page where you're going to be talking about the sponsorship and exhibition packages or, or specifically to set up a call. The frequency of these emails depending on how you work with your teams. But generally you would do this at launch, when you launch the event, either at 12 weeks or eight weeks, or when your team determines when it's appropriate. Right. In this day and age, obviously talking about COVID and all that stuff, then all the lead times have shrunk and we're all kind of pretty much in agile mode. So take these timelines with a pinch of salt. But I also want to make sure that you also keep this for when things come back to normal, which at some point they will be back. So yeah, so whenever you determine. So the idea of this cadence in this sequence is that you send an email to your prospects. First email is a direct push, it's just purely direct push. And the third touch point on that is just to set up the call. Right, Let me just kind of share before I show you the examples. There's a big question and everyone asks how many touch points should a sales individual have with anyone to sell something? So in this case, how many times a sponsorship, sales or delegate sales member will need to contact an individual before they make a sale? And by the way, for all terms and purposes, a touch point means a call, an email or a live conversation to the call or however you want to call it. And then I think the important part here is that when it comes to the number of touch points to guarantee prospecting success, there is evidence that suggests that response rates rise with each outreach Attempt. So the more you do an outreach to some individual, the higher chance you have of connecting and making a sale. Okay, now this is kind of when I wanted to kind of touch. The number of touch points in B2B that you will need to do outreach for an individual is 8. Okay. Many sales individuals, many marketeers or many Organizations stop at 3, at 4 and 5. Okay? And using statistics from our partners, HubSpot, and using statistics from all the different B2B media, the number eight is the magic number. So statistically, it's been proven that more than eight touch points, then the law of diminishing returns, it comes into play. That means eight or more. Then the person then is unlikely then to start to get in touch with you. But less than 8, then that means that you have not necessarily gone through the proper. You have not put the proper effort into it. So for all marketers out there, I know that you guys probably send many emails. 6, 7, 8. That's kind of why we're recommending a cadence of at least eight emails across the, across the cycle. When your sales guys come into play, then that we have to take that factor into account. But it's understood that like when someone, when you pass some leads to your sales team, you are no longer doing the marketing in the way that you should. Right? So the thing is, how many touch points does that work for you? It's important that you guys have that question internally within your teams. Right. But the general sentiment from our experience in events is that organizations do not do enough touch points to try to progress people to the sale. And by the way, it is important to understand that you do not do the same touch point. That is, it's not all about email. It's not all about calls, it's not all about called outreach. You mix that. Okay. One little thing that I wanted to kind of highlight when you're sending these sequences out and follow up emails is that you need to make sure that you do it five minutes before the hour or five minutes after the hour when you send out your email marketing campaigns and when you schedule these automated messages, why five minutes before the hour? Because before a meeting takes place, generally the five minutes before that meeting, people are looking at their phones, people are looking at their email. Why five minutes after the hour? Just in case someone's attended an event, someone's attended a meeting. Five minutes after, the first thing that they're going to do is just go and check their emails. Okay, now let's look at the bottom of the funnel and the lead nurturing sequences, right? So these are sequences that we're talking about when someone has already downloaded a brochure, when someone's already engaged, when someone's hit lead score, then you will look at what we call the bottom of the funnel or the lead nurturing sequences, which is all about clicks. Whoever has clicked, whoever has done all these elements now, and these are going to be event related action. This is all pure event marketing. Okay, so who's going to be the target people for your lead nurturing campaign or for your lead nurturing automation? People that have clicked, people that have visited your site, people that have downloaded specific material that you have available, or people that actually have visited a registration page. So what we call the cart abandonment and the objective is just to get those people that have performed this action. You want to get them to actually register. And then you will see that we're having the same kind of sequence. While I am. If you want to have more type of touch points into this lit and assurance sequence, it's okay. The reason I'm just suggesting 3 is simply because it's just easier to implement and you can get started ASAP within your automation. Okay, so the frequency of these emails and I think this is very, very important. The first email. The first email. So the first email is going to take place two days after the actions just taken place. So if I have downloaded a brochure on your website or you might have downloaded anything on your site after the first two days I want to be receiving an email, right? Which is a direct push. A direct push and you will see example later. Then the second email, then you will send after two to three days after this email has been sent and a call after two or three days, right? Which is, and when I'm saying a call, I'm talking about fine tuning your marketing automation system to send a message or to send a notification to Mr. Sales Guy and say look, this guy has finished this sequence. He hasn't registered or he hasn't performed any action that would lead us to understand that he's intending to book. Why don't you give them a call, right? And the objective of this is to get the person to register. Now this sequence should not take more than a week. Okay, so just to repeat, if someone's downloaded a brochure on your website by the end of the first week of that action that had taken place, they should have received three touch points from you trying to get them over the line. Okay. And whether this is registering to an event, attending a webinar, attending a Virtual event or a sales call specifically about sponsorship. Okay. The message should be short, to the point and instilling a sense of urgency, no more than two paragraphs is what I personally recommend. So this is the example of how, as I call it, a hot lead sequence should, should work. And the reason why we're suggesting the marketing teams build these sequences is because in some cases, I don't know how many times in your specific cases happens. It'll be interesting to see through the chat panel if this happens to you. You passed on what you think is a hot lead to your sales team and how long does it take or how much control do you have over if that person or that individual, that company has been contacted or not. More often than not, this takes a bit of a long time and then we just don't really have that clarity. So marketing working in conjunction with sales to help speed up that process is a key recommended element. So let's see an example of that. The first touch point. Day one email. Basically you've shown some interest, Mr. Prospect. Right. So, hello, Mrs. Sprockley, you've shown some interest in our event, blah, blah, blah, name of the event, etc. Is there anything that resonated with you? Is there anything that I can help you with as a value connection? If you register today, you might just kind of put in an offer, you might put in a discount, you might open whatever you think is going to be relevant. The second touch point, two days after, then I think it's okay and permissible for you to be a bit more pushy where you've said okay, are you coming? Yeah. And this works really, really well with, with the company that we've put this through, which is, hello, Mr. Prospect, are you planning on attending our event in Dallas or in London, whatever it is? If you are, process your registration here or reply to this email and I'll process registration for you. This is just literally asking for the business if this email gets no response or there's no action from that point of view. The third point, touch point is one day or two days after this one is a phone call which essentially is going to be around the same kind of type of length. Look, you have a combination of like the two previous messages. Look, we understand that you've shown some interest, Mr. Prospect. We've sent you a couple of emails, but we just really want to make sure are you coming? Yes or not. And I think the main goal of this call is to a, have they received the previous messages and two, they're coming. Okay, now I know that in some cases your sales teams will be reluctant to do that call or the marketing teams will be reluctant to make this call from within the marketing team for this process. You do not necessarily have to have sales training because what you're asking is just checking. So I will see this more as a customer service call and it should be positioned as a customer service call that you're really going to understand. You don't really need to pitch them about the event. You don't need to tell them anything about the event because remember, they would have already expressed their level of interest or digital interest in your particular event or in your particular thing that you're promoting. Okay. So I hope that's, that's, that's helpful. Now, the other types of sequences are where, the ones that, where we call it customer success or the, what I call the now what is going to happen and the now what looks at building excitement. This is very, very, very relevant for exhibition marketing or expo or those events where you're not charging for it. And who you're going to target with this, you're going to target all the people that have registered to your event or all the attendees, all the people that have expressed that intention to attend. The objective of this is to get them excited about coming. We all know that the turnout rates in exhibition are about 50%, between 40 and 60% turnout rates. We all know that for a digital event, we all have a turnout rate of between 45 to 55% turnout rate. So even if you get people signed up to your event, that doesn't mean that they're going to, to attend. So you need to kind of build momentum up. So the objective is to get them excited so that they can show up. Right. And very likely for people to do the referrals. The frequency is that this sequence can be done three or four weeks before the event takes place. But I think to be honest, the cadence of this sequence varies greatly from company to company. I am an advocate of short and to the point messages, especially when you have engaged with, with me and all of those. If you have seen the type of marketing that we do with our community, we always go short to the point. They tend to have better open rates, higher engagement rates. So this is the session. So you get all your attendees, you send them an email saying, okay, this is what's going to happen now. This is what you expect to hear from us. This is what you're going to do. The goal that you're going to have that person to do is either to share with their peers to download an app or just to make sure that just to get them excited that they're actually going to become the email number two is okay, this is what's happening in this area or this is what happening in this town or this is what's going to be happening in the last two weeks that we have last had in contact. By the way, we've got this new cool sponsor and that sponsor has this nice office etc etc and then ultimately the last one that you have is the where you give directions as to how people can do things, where you can give directions as to what people can do and download with the app or where you can just do your final checks. This is very common as you would have seen if you would have signed up to a webinar, any webinar that you guys run. These are all preset. The problem with that is that they're like pretty boring emails and then pretty non excitement emails. And I think this is kind of where the marketing teams can just then attach this messaging but also adjust the marketing transformation platforms for these messages to look very cool by the way. This is very good. This is the opportunity to use video in your messaging. Amazing. It works real, real wonders. Okay, I want to share with you all the automation examples and I'm going to share with you specific sequences and a specific wording that you can then use. Okay? Now every time you get someone, this is all these emails that you can do for automation, right? So these are the lead and follow up and as I call it, thank you messages. Every time someone performs an activity on your website, namely filling in a form, then you would send them a thank you message. Okay? They're very simple to accomplish and surprisingly enough, not many people, not many event organizers do it. But this is the best opportunity that I have to add value to you, to the people that engage with you and is an opportunity for you to upsell and bring the event into the picture. Specifically because you guys know that I am all about online communities, I'm all about top of the funnel content, inbound marketing. So if you have a presentation, if you have to download anyone's downloading brochures, anyone's downloading speaker interviews, the follow up email is your chance for you to start presenting additional content or to start presenting your event. Okay, and this is the example, this is like an example, a very, very simple example with the merge fields that you will then use and I'll talk to you about it and this template is there for you guys to use. I'm Going to quickly check my question panels here. Okay, we're good. Okay. So the thank you email. So the thank you email is after someone engages with you, fills in a form in your website, you're going to send them a quick email saying hello, Mr. Promotion, thank you for requesting whatever they downloaded. I have attached it here for your reference. Yeah. And then is there anything they can help you with? Is there something that you know, is there this additional element that you can read I am responsible for? And it depends. This is kind of how varies from every company. But then you can then send this email from your production person if they are requesting a speaker slot. You can send this from your sponsorship and exhibition or from your sales guide. Because if they are assigned, if the specific company is assigned to a specific sales guy, then you can start incorporating how you're going to integrate that with sales. Right. So and if not, the Martin team is going to be fine. So I'm responsible for whatever of this event. So if there's anything I can help you, do not hesitate to call me direct. You might just put the direct number of the individuals. The idea of this is for the message to be very personable. Right. So I will try to give specific details to specific telephone numbers, specific lines to tell the person reply to this, etc. Etc. So I almost always encourage all these emails to then link it straight away with the sales individual because you're just closer to the sales call. And I'm a big fan of sales and marketing integration processes. So. Yeah. So intro, here's what you requested. This is me as a valid connection. If you register today, there's a discount or as a value connection. This is another piece of content that I think will be useful for you or as a value connection. Then you name it and then you close it. Okay. And this would be the way that it would then look with kind of content specifically. Content specifically for your event. So where the merge fields have changed. Okay, Just check here quickly. And this. Oops. Let me see. Sorry guys. Presented. Okey dokey. All right, good. Let's just look at it now then we're looking at messages that you will then use when you on your sales team are using LinkedIn, Sales Navigator or that element of prospecting. We all know in this day and age, whether you are in marketing, whether you're in sales, you should be on LinkedIn trying to engage prospects actively, but more importantly trying to engage people that will be interested in the topics and conversations that your event is solving. So this is very good. When you're Looking at getting new content from LinkedIn Sales Navigator. You can export the list of contacts with scrap or with whatever tool you use and I'll share with you some of the tools and then you can send via your system. Right. It should not be abused. Okay. I'm not saying that many other people that are on the line here today are going to be abusing that part of the system, but that event market as spammers. But yeah, if you scrap something from LinkedIn, if you scrap something from a research team and everything, my idea is that you should not abuse it. Okay. So it works very well with marketing and sales initiatives. It helps greatly with sales outreach and is great for small initiatives, webinars or guesting campaigns that you're going to do. I love doing this when you are needing to do guesting campaign or if you need to deliver sponsorship goals for some of your individuals, you would do like mini campaigns within your event marketing. So this is kind of how it would then work with this sequence. So you've got a LinkedIn or a VIP list as you will call it. Then you will send them an email or a direct message. And that direct message should be very short. The second email is going to be a short piece and a value add piece. Then the third one would be a call or a voicemail. Just checking in. Again, similar to what we've done before. You're just checking in if the person has received this too items and then the email three or the fourth touch point will be what we call a goodbye email that you're going to send out. What is the purpose of this LinkedIn contacts, VIP list or outreach contact is to gain the permission to begin a discussion. Okay. To begin the discussion and gain permission. This is where many sales individuals fail, is that they go straight for the kill and they start sending long emails, cold emails to people that have actually never heard from you. Okay. This is an example of that outreach and those kind of touchpoint sequences that I was kind of telling you about. This one was very interesting. Someone sent me a cold message via LinkedIn. If you look at it, this is probably, I don't know, probably shorter than what a Twitter messaging would be. And it is very, very, very simple. You know, I'm organizing an event in two weeks and at this place, this is the link. Would you like me to include you in things like this? Right. He's not trying to sell. He's just been informing me that there's something that is relevant to me as an agency owner. Okay. You can apply that to your own industries. The emails in this case would be another way in which can reach people within LinkedIn. And this is the template that you would generally would be able to send. So either you send it as an email or you send it as an email from your platform. Doesn't really matter. But I think the important aspect that I want to highlight here is messaging. So we're bringing together a select group of industry people to explore topic 1, 2, 3 and would love to have you join us. Okay, very important first line of sentence. You're matching the person with their industry. You're matching the topics that are relevant to the individual that you're sending. Yeah. You're giving them context on dates and venue. Yeah. And a big venue for the event. If it's a really nice event in a nice venue, at a nice beach, hotel, whatever it is, it all carries weight. Then you talk about the event name, for instance, and then you introduce your event. So if you notice the sequence or the message in here, first talks about pains industry and problems of the person, location, which might might not be a drop. And then you talk about location. And then third, you talk about the event. Right. And then you basically do a call to action to see if a person really wants to understand more. If they want to understand more, then the conversation begins. Okay. There are tools that you can use to do this outreach or to in an automated manner. Okay. I know that many of you will be familiar with the tool scrap, but then there's tools that you can see that will help you automate this. And when I'm saying automation is that it will tell you exactly when and what needs to happen and you can then even schedule the messaging as and when it needs to create. It's pretty cool. Okay. Although I want to make sure this presentation is not about tools, I'm just giving this as a pure informational basis. Okay. This is something that again, lead scoring. Lead scoring is not a new term. It's not something. But not many companies do. And even those companies that do do not necessarily automate the process of notifying your sales guy that someone's hit certain scores. So why is it really important to build automation around lead scoring and build automation around it notification for that? It's just because you don't really have to do that. You don't really have to be monitoring your leads on a single day, on every day, all the time. Especially right now when we're running webinars, when we're doing virtual events, when volumes of response have just literally exploded. Right. So marketing teams Right now don't have the time to do these things. So the objective of this is to prioritize follow ups. Okay. So you want to make sure that anyone that has performed certain, that has reached certain score, that has reached certain qualification online as soon as possible, they're passed on to the person that needs to deal with them. They're going to save you time and it's going to help your team and your sales team focus on real sales opportunities. And then again, the passing, I think the important aspect here, the kicker here for the marketing team is the passing of the leads to the relevant sales individual. So the sequence goes like this. So you would normally have a lead scoring sequence. Right. And the lead scoring sequence is going to dictate, you know what's going to, what's going to happen here. Right. So when someone hits a score of whatever you determine is the right thing as the first trigger point on your automation. When someone hits this score, then you are going to send a notification to your sales or marketing team, team, wherever is relevant. And then you can also get your CRM and your automation to create a task for the team member. And a task might be, hey, check this guy out. Make a call to these people, do whatever it is. And then finalizing that is that you add that particular contact to what we call a hot list. So that if the sales guy or you as a marketeer want to go and revisit who are my best lists, you can always go to the pot on your list and pass that on as you would normally would. Right. Generally when you look at, when I have been asking individuals, how long does it take between you passing a hot contact list to your sales guys? Scary. Scary as it sounds, some people will do that on a weekly basis. Just so you know by the time someone is really, really hot, that someone is really checking your website. When someone is engaging with your contact, by the time they lose interest, it's 24 hours. So this is the big differentiator between calling someone when they're really hot and catching someone when they're not really interested. The metaphor that I use, do you want to have a glass of water when you're thirsty or do you want to offer that glass of water when you have already kind of had two or three glasses of water and you're no longer thirsty? Right. I know where I want to kind of direct everything internally. I know what I want to do. I want to have my glass of water when I'm thirsty. And the same thing happens when you prospect when they're Online. Okay, this is just an example of a leak scoring example. I'm not going to go into a good level of detail on that. I'm sure that you all will be doing something similar on this front. Okay, this will be the general internal email template, right? So this is an email that will be sent internally within your company and you know, hot lead for event name. Hey guys, this is a lead that you follow up. They hit a score of whatever and then through merge fields you just normally kind of get these guys to contact, right? You see all the merge field that you can have and you can put. Because if you're using some sort of HubSpot, Pardo Salesforce and everything, the information about how many pages they visited, what was the original source and everything should be there. Okay, this is going to help you guys reduce sales slumps cadence between one touch point and the other one and is going to generate a series of actions that are going to cause less friction in the sales process. And then also this is going to come with a deep understanding of your customers buying behavior. Okay, now there is another aspect of where I'm talking about using what I call a live prospect reporting. This is nothing else. Rather than allowing your CRM, allowing your CRM through Chrome and everything to notify people and notify your sales guy or notify you as a marketing, if there is any activity occurring in real time. Okay. The previous step was about sending messages, creating tasks on the CRM. This is about live prospecting. Okay. And this is kind of where I'm kind of talking to you guys about. I will have like personally I use HubSpot to run my marketing and then every time someone engages with my content on anyone that someone engages within, I will be able to see what's happening, right? So I will be able to see in real time how many who is checking my site, which page they're checking and what they're going to do and any previous activities that we might have had with those individuals. Yeah, I can see that Lupjo is in this session. So you can see that probably one of the team members of your company have been around at some point previously. So and then you can see if someone like this is for, like for, for sales process. This is just kind of very interesting. If someone is understanding someone's reviewing an assessment, if someone's reviewing next steps, if someone's reviewing proposals, if someone's reviewing pricing pages, very, very useful. Because if I am a sales guy, if I know that someone is checking a pricing page and I know that person And I have spoken to that person. That is a reason for me to pick up the phone and call. That is a reason for me to send them a nudge and a follow up message. Okay. The tools that you can use with that engage is very good. VWO and the upwork sales tool also comes with that. Now the other part which is I see many event organizers using is using bots to assign to relevant teams. Right? So you need to be able to understand and to have all the type of insights from your customer. Right. And also at the same time you want to elevate the user experience on your website. We all know that we do not like to pick up the phone or to fill in a form that we'll get someone in sales teams to call us. And what I'm referring here is that you will see I'm just going to try to press play on this light. As you see this one is not kind of actually give me a quick second. I think I'm going to. I had this as a play button. But what this refers to, this refers to when you go onto a website you will then going to be able to see pages on your on the bot that will then you have the little message and say hey, hi, can I help? And then you see this is the bot from Company X. And the most common automation that you will do on this front is when someone is on your site they're going to be asking, so let's say someone is listening. This monthly plans and pricing. The question here, hey, what can I help you with? Are you interested in pricing? Are you interested in having understanding about the tool or any interest in having a demo? In the context of events, the most common action that we're going to be having with customers are are you interested in speaking, attending or sponsoring depending on the answer of the individual. Then we're going to be able to automate that to assign the conversation to a sponsorship guy, to the content producer or to the marketing individual. Right. Either that can happen live or that can then direct that lead directly to the relevant member of the team. All with the goal of being quick and efficient in the process. Sequence number 10 using video to simplify lengthy emails. Right? What does that mean? In some cases to explain what a conference is all about or what your event is all about, you need to explain it in a simple manner. You don't really have to send a lengthy email. You can use this internally for other teams and suppliers. So for marketing teams using video is great. When you want to speak to your designer and tell Them exactly what changes you need done in certain areas. When you're speaking to your web guys, you want them to follow certain process or do you want to review certain process that you want to share with other teams. But also I think on the sales process, it can be used to incorporate it in your outreach process and getting users excited to come to your event. This is kind of where I'm referring to on the sequence of building excitement. This is kind of when you can use video from the main speaker, from one of the key panelists, from the conference director, from the event CEO, whatever you name it, whatever you think is going to be carrying a little weight. This is where you can use the video to deliver that message. Tools that we use or that you should be using, all of them are free. Is loom and Vidyard that if you use the Gmail, you use the Gmail suite, it's very easy to incorporate that and it's very easy to incorporate it in Outlook as well. And again, the best thing is that it's free, right? You don't really have to pay heavy subscription prices for it. And then I think that's kind of pretty much reaching the end of the session. I want to move into questions, if I may. Let me just a quick second if you can kind of probably I'll give you a time to review that. I'm gonna. Let me just check the. The question to don't know why I'm not seeing it. Okay, I've got now the question too. Fine. So, and here I just want to do a quick second here and I'm going to share my desktop. Okay. So have we got any questions from the panelists? Sorry, from the panel, from the attendees. Let me check here. Okay, there was a question here is what do you recommend if you weren't able to get a telephone number for the touchpoint another email. I think that what you would then normally do, ideally you would like to get the telephone number. My suggestion is do a LinkedIn email or in mail or try to reach out to that person directly. And to be honest, if you are at a third touch point and you don't have a telephone number, I would call it a day because very likely they would have already been receiving messages from you from the marketing pieces. Right. So you have the top of the final sequence where you're sending email marketing campaign or content marketing campaign. They responded to that. You send a two touchpoint email. There's no point to send a third. There's no point to send a third email. If you need To I don't think that's necessarily any other questions. I can see someone kind of typing another question in, by the way, guys. So for those of you that are online, we are running a marketing assessment, a free marketing assessment. So if you have any questions about any of these processes on automation sequences or in fact for that matter, anything related to what you're going through at this point in time, we're running a free marketing assessment. So we'll review the automation practices and then we can just give you some pointers. Carolina is going to send a link in the chat so that you can book that session. It's free of charge, nothing and there is non committal and then that would allow me to give me some context and then I'll be very happy to help. Okay, Lupcho, thank you. Thank you for coming. With regards to the eight touch points, at what point would you stop the attempts if you have no interactions, would you not stop the messaging if there are no interactions after the first six attempts? No. My answer is no because depending on what type of event that you're talking about, but I'm assuming that we all are understanding in the same context, we're talking about an event that is taking place in eight to nine or 10 or 16 weeks, right? Generally when we're marketing big events, we want to have a lot of lead time before we market an event. We generally talk about depending on how long your event is, you have the number of weeks. So every half a day means four weeks lead time that you are going to be using. Right? So if it's a two day event, you generally will be looking at 16 weeks lead time before promoting. So Lucio, to answer your question, eight touch points, I think that is the least amount of contacts that you would need to get someone's attention. What happens is if we're talking about email, predominantly email, predominantly, you and I know that there's a lot of we're receiving 1% 0.5 click through rate to emails that you've sent. So the likelihood is that that's probably have not been seen but you would have then sent. Let's say you start your sequence. Let's say if it's email only 5, 6 attempts is fine. But bear in mind that if someone then raises their digital hand to say oh this sounds interesting and everything, then your sales guys or even you from the marketing point of view going to do another sequence of either two touch points or three touch points. Some sales guys will contact someone three, four, five times. Some sales guys just contact three times. So that's kind of where we look at it being different. But yeah, I would say eight touch points regardless. Because if you're starting with your database, then you're going to be. Some of those guys are not going to do any activities. Some of those guys are not even going to be touched by the sales team. So, yeah, eight touch points. But we all expect that they will respond to some sort of email beforehand. And if you have a means in which you're going to classify contacts as to, oh, this is a hot lead, then they're going to enter into another person. I hope that I answered that, Luke. If I haven't, we should connect and discuss it further. Eduardo de Almeida thank you. Strategies It's a little bit of an unfair question with eight minutes to finish the webinar, but could you talk about the strategies in the pandemic period? The strategies in the pandemic period? In what way, Eduardo? In what way? Astronomics in the pandemic period? As to how you should do your marks, in how you should do your tone, how do these sequences work? If you can help me understand that better, that will be very helpful. I'm going to assume that you're talking about strategies of the pandemic or strategies right now. Everyone right now is having and needs to be adding value to your customers in your community. Very likely your company, if you're in events, are looking at either A pivoting into something virtual or B, releasing a series of webinars, or C, thinking about the event that you've postponed until later in the year or later or next in 2021. The name of the game right now is community. Community is adding value, understanding your customers needs, understanding your customer challenges, and you stepping up to help with the customer challenges. Almost what I've been doing right now in the last month or so. We generally released a webinar every month. We've just accelerated that to release the webinar every week. We have a mastermind group. We're posting a blog once a week. So in the same wavelength, you should be doing that sort of stuff as well. So you might have content from previous events, you might have nice presentations, nice videos, or anything that has occurred in the past. And then in that sense, you should then be sharing that with your audience. If you do not have that, all members of your team should be speaking to your customers, previous customers, or your prospective customers to try to understand what it is that they really want to do. There's one common thing that everyone wants to find right now. Your clients, your prospect. Everyone out there is asking the same question, is what should I do now? What am I about to do in the next six to 12 months? If you as an organization are able to help them navigate and help them find the answers to that, you're going to be top of mind. You're in the winning game and they're going to remember you for what you've done right now. And then they reward you with attending their events. I can't see more questions coming in at this point in time. Let me just see if someone actually probably would have sent that there. Fine. Okay. Carolina's just mentioned that she doesn't have the link to. We don't have the link right now for the, for the assessment. I'm just going to help you guys. I will send it to you through the follow up email. The recording is going to be available, the slides are going to be available so that you guys can kind of access it. We have another four webinars coming up in the next four weeks, so I'll encourage you guys to sign up for those webinars. We're going to put the links in the chat panel and yes, other than that, thank you very much. I'll appreciate your time, I'll appreciate your, your attention and I look forward to seeing you at some point. Take care. Thank you very much.