Marketing efforts that are initiated in response to a particular event or series of events are known variously as Event-based Marketing (EBM) or event-driven marketing or trigger-based marketing.

Top 5 tips for Successful Event Based marketing

The following five tips seek to help organizations implement a successful in-time EBM approach.

1. Data – Quantitative and Qualitative

Any successful EBM initiative needs to work on precise data. The data should be comprehensive enough to encompass all aspects of a customer profile and should capture all customer interactions with the organization. The data should also be substantial and qualitative enough to permit in-depth analysis and segmentation so that appropriate EBM triggers could be designed.

2. Infrastructure & Technology

As an organization grows and as it’s customer base expands, the data stored by the organization pertaining to customer details and customer interactions starts becoming voluminous; it calls for a robust mechanism to start “crunching” this data.

EBM Software can help an organization:

* Capture and store data in a fast, reliable and secure manner.

* Identify trends and changes in customer behavioural patterns

* Identify segments and distribute customers into such segments. Customer segmentation is a dynamic process and technology helps review customers’ segments on a real-time basis.

* Create a library of triggers which are then applied to the appropriate segment at appropriate times.

EBM demands swift action/reaction times, especially when it relates to customer-triggered events, which can be best met with consistency with the help of technology.

3. Match trigger to channel

EBM helps your organization communicate with the customer at the right time. However, for the communication to be effective, it needs to be delivered via the right channel. The right channel can be determined by exploring the customer’s communication preferences. The nature of the communication itself can help determine the right channel for delivery. An urgent communication, for instance, can be delivered by a mix of email and SMS alerts and if necessary, by calling the customer.

4. Measure and Optimize

It is important that the returns from an EBM Program be measured in terms of objective metrics. Since Ebm Programs are “short and sharp”, return measurements can be better used for in-depth post-implementation analysis and applied to optimize subsequent EBM programs. Measurement can also be helpful in determining the Return on Investment (RoI) from EBM programs.

5. Off-line EBM

Online EBM programs are great, especially for communicating with a large customer base. When implementing a B2B EBM program however, off-line programs like seminars have substantial value. They help to build awareness, create interest, demonstrate competency and develop trust in the minds of potential buyers. Off-line B2B EBM programs require careful planning right from the invitation stage to the implementation and post-implementation stages. A comprehensive Check-List is a simple but effective means to ensuring the success of such events.