Month: April 2019

Tip of the Month: Michelle Moran

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Welcome to BDI’s Field Marketer Fridays where we interview a new marketer every month with the goal of sharing lessons learned, insights, and perspectives about the ever-changing landscape of field marketing. This week, Michelle Moran of Avetta joins us to share her 10+ years experience in event marketing.

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What is your role and summarize the number and specific types of field marketing programs you are leading
My role at Avetta is to execute the Avetta event strategy, which directly contributes to lead generation and relationship building, driving pipeline growth and ultimately impacting revenue. I am responsible for all global net new lead generating events – from event conception to execution, evaluation, and reporting on event success metrics. Avetta participates in over 50 events globally ranging from industry tradeshows, thought leadership conferences, networking events, smaller regional conferences, roadshows, and seminars.

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How do you measure and track your field marketing programs?
We work closely with our Marketing Operations Team to measure the success and effectiveness of our programs. We utilize Marketo for marketing automation and Salesforce as our CRM to manage and track our campaigns. We track our leads based off of a scoring mechanism – A leads (MQLs or Marketing Qualified Leads) are sent directly to sales versus those B leads that we will funnel to our nurture programs. We work closely with sales and welcome their feedback to ensure the quality of leads are being met and as such alter our programs as needed.

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What are your top 3 lessons learned about Field Marketing?

  • Communication is the foundation of an event’s success. As an Events Team we do all that we can to set up our events for success – we design a compelling, eye catching booth in an ideal location on the tradeshow floor, stock the booth with informative, engaging collateral provided to us by our amazing Content Manager and come up with exciting giveaways and promotions to grab attention. However, no matter how great our preparation might be, none of these investments will ever pay off unless our sales team shows up prepared. The Events Team will organize a mandatory event kickoff call, onsite huddle and post event recap for every single event we attend – no matter how big or small. We want to ensure our sales team understands our event goals and KPIs, that they review the attendee list to pre target prospects, they need to know where to be and when. The more information our sales team has before arriving onsite, the more success we find at our shows. [push h=5]

  • Sales is our customer. We use a very customer centric approach here at Avetta, with Sales being the Marketing team’s customer. For any event we attend, we get buy in from sales to ensure we understand their pipelines needs and goals. Once they have bought into a program and feel invested in the success, they are more willing to drive creative thinking and offer strategic input.

  • Details, details, details. Great events don’t just happen by accident. They take lots of planning and careful work to make sure everything goes off without a hitch. Being meticulous and paying attention to all the little things — everything from ensuring our attendees have the proper hotel accommodations, the correct spelling of our guests’ names to making sure all dietary restrictions have been communicated — is probably the most important skill. We want to be able to answer any questions quickly and with the most up-to-date information.

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ABOUT MICHELLE MORAN

Michelle Moran has over 10 years of event marketing experience in the tech sector. In addition to working on the Marketing team at Avetta, Michelle enjoys spending her time exploring her new town of Park City, Utah. When she’s not hitting the slopes or the hiking trails, Michelle can be found spending time with the fur balls over at Nuzzles & Co Rescue Center.

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