Events

Why In-person Events are so Important?

The Value of Human-to-Human (H2H) Experiences in B2B Growth

According to Marketing Charts, 68% of B2B marketers believe that live events generate the most leads. That’s because in-person events provide a one-of-a-kind, genuine chance for businesses to connect with potential clients, foster strong relationships with others in the industry, and ultimately achieve the networking potential for long-term success.

For SaaS companies, events can serve as an exceptionally effective approach for acquiring leads at the top of the sales funnel, expanding their prospecting base, and creating opportunities to build authentic relationships with both customers and partners.

Benefits of successful in-person events

44% of marketers encounter a 3:1 ROI from event marketing (https://partnerstack.com/articles/why-in-person-events-matter-this-year-in-b2b-saas)

Better sales conversations as will improve the discovery and trust-building process

Improved brand-building

Accelerated demand generation

Partner networking & Co-selling

Client success and retention:

Pre-event checklist

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How to decide on which event to attend

Conduct research on the event and its audience or attendees

Define your goals for attending

Proactively contact the individuals you wish to connect with

Rehearse your elevator pitch

Bring along relevant marketing materials

Revenue Goals

Our research shows that the Hotjar has not participated in events in India so it will take 2 months to identify and plan the participation in the Industry events.

Assumptions

Most of the key industry events happen between June & December every year

MQL Conversion Rate - 40%

SQL Conversion Rate - 50%

Opportunity Conversion Rate - 50%

No of Leads Generated and Revenue Expected

	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11	M12
Avg No of MQL Identified over the months thru sponsored industry events and participation			100	88	96	104	112	120	120	120
MQL>SQL			40	44	48	52	56	60	60	60
SQL>Opportunity			20	22	24	26	28	30	30	30
No Of Deals closed					10	11	12	13	14	15	15	15
ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ	ㅤ

	No of deals closed per Month	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11	M12	Revenue Expected
M1		100.00%	98.00%	96.00%	94.00%	92.00%	90.00%	88.00%	86.00%	84.00%	82.00%	80.00%
M2		0
M3		0	0
M4		0	0	0
M5	8	0	0	0	0								8	$6,667
M6	9	8	0	0	0	0							17	$14,167
M7	9	9	7	0	0	0	0						25	$20,833
M8	10	9	8	7	0	0	0	0					34	$28,333
M9	10	10	8	8	7	0	0	0	0				43	$35,833
M10	11	10	9	8	8	7	0	0	0	0			53	$44,167
M11	11	11	9	9	8	8	7	0	0	0	0		63	$52,500
M12	11	11	10	9	9	8	8	7	0	0	0	0	73	$60,833
														$263,333

Execution

Events Type and Expense details

Sponsorship Cost

Cost Variables	Cost per Event
Sponsorship cost (Includes Booth+demo)	2,50,000
Collaterals+Giveaways	100,000
Team Travel Cost	50,000
Audience Expected	1000 footfalls
Number of Events	4

Proposed Event List - Partial

Event	Participation/ Focus from	Calendar	Focused Industries	Cost of Participation, assuming 2 team members.	Reference Links
World Marketing Innovation Summit, Bangalore	DynaTrace & Industry leading brands	06 - 07 Jul 2023		Rs. 12K x2= Rs24K	https://1point21gws.com/marketing/bangalore/
Internet Commerce Summit, Bangalore	ICS will be themed on #DigitalDemocracy, and focus on the core fields of eCommerce, D2C & Omnichannel, FinTech and MarTech.	23rd Aug	ETAILERS FMCG TRAVEL & HOSPITALITY BANKING & BFSI TELECOM & UTILITIES MEDIA & ENTERTAINMENT OMNICHANNEL RETAILERS AUTOMOBILES BEAUTY & WELLNESS GOVERNMENT MANUFACTURING QSR & F&B	Rs 20,000 x 2 = Rs 40,000	https://www.internetcommercesummit.com/the-ics-concept/
Experience Martech Asia, Gurugram	WebEngage, WakeFit, etc and & Industry leading brands	24th August	Auto BFSI FMCG Healthcare Hospitality Manufacturing Retail & Ecommerce Technology (Ed-tech, delivery-tech, travel-tech) Gaming Travel	Rs 50,000 *2 = Rs. 100,000 `The cost in included in the Sponsored Event above`	https://brandequity.economictimes.indiatimes.com/martech
E-Commerce Summit 2023m Mumbai	Industry leading brands	20th Sept	Retail, Ecommerce & D2C	Rs 15,000 x 2 = Rs 30,000 + Rs 40K Travel = 70K	https://www.indiaecommercesummit.com/
2nd Edition India Retail, Ecommerce & D2C Summit, Bangalore	Industry leading brands	27th Sept	Retail, Ecommerce & D2C	Rs 15,000 x 2 = Rs 30,000	https://www.indiaecommercesummit.com/
UX India, BANGALORE	UXINDIA is built by, built for, and sustained by its growing community of designers, enthusiasts, and influencers from business, education, and governance. UXINDIA is being organized by UMO Design Foundation	28, 29 & 30 SEPT,			https://2023.ux-india.org/
DigiMarCon India 2023, Gurgaon	HubSpot, FB, Twitter, Clevertap etc	4-5 Oct, 2023		Rs 20,000 x 2 = Rs 40,000 + Rs 40K Travel = 80K	https://digimarconindia.in/

Giveaways

LTV/CAC Ratio

Type	How Many	Total Expense	Remarks
Sponsored Events (Booth/Speaker)	3	₹4,200,000	Hotjar will sponsor events like Experience Martech Asia
Participation (Booth + Attendee)	10	₹2,600,000	Events like Digimarcon, UX Asia etc are smaller events and would be fruitful with Booth to gather attraction. Four such events are considered. In the other 6 events, the individual team members attend and network to bring sales.
Total Cost - INR		₹6,800,000
INR-USD Conv Rate		80
Total Cost - USD		$85,000
Total Revenue Expected		$347,500
LTV = Revenue/Churn		$1,447,917
LTV/CAC Ratio		17