PRECISION DEMAND MARKETING STRATEGY Step Two: Activate Leads to Create Omnichannel Digital Experiences Buyers will return to events in their own way, depending on their preferences and comfort levels. Every buyer’s journey is different, and events are just one point in that journey. But here are Regardless of where each buyer stands, you must be ready to engage with them. And you must some typical scenarios you can transform into omnichannel experiences: treat all event engagements as touchpoints on the path to purchase. Events are incredibly powerful, since they create opportunities to meet buyers at all stages An event attendee randomly stops by your booth for a quick chat and some in their journeys. Buyers who attend virtual events and webinars, or those you meet on the free swag. You capture the attendee’s information and find that he or she is trade show floor, may just be conducting research. On the other hand, buyers who attend in a junior role, from a non-ICP account, and just doing research. You could add this influencer into an automated nurture track. your in-person, first-party events or arrive at the trade show booth for a pre-booked meeting may be further along in their decision-making processes and more willing to speak to sales. So, be flexible. An unknown buyer at a tier two account registers and attends a webinar, Make sure your follow-up meets buyers wherever they are in the process. Be careful to consider while another unknown buyer at the same account downloads some their readiness to buy. Once you understand the context of the interaction, you can easily content. You target them with display ads relevant to the content they determine the next steps. For example, you may want to enroll some attendees in awareness and are interested in. This drives attendance at a local field event. Through consideration level digital ad and email nurtures. On the other hand, you might follow up with in- conversations at that event, an SQL and opportunity are created. person attendees by connecting them with your sales reps. A known buyer in an early-stage opportunity at a tier-one target account visits your booth for a pre-scheduled demo, and spends 30 minutes in discovery and discussion with your rep. You capture the information and conversation and agree to a follow-up plan, on the spot. The buyer is fast-tracked to the relevant salesperson for post-event follow up and invited to a VIP dinner taking place the next day. Meanwhile, you target other members of the buying committee with display advertising, to start surrounding the account. The opportunity moves to proposal, then closed- won stage, delivering true event ROI.