b'LAURA BURTNYKPROJECT MANAGER, CREATEJIM SCHWEIGERT lburtnyk@seedworldgroup.comPRESIDENT, GRO ALLIANCE seedworldgroup.comjim.schweigert@groalliance.comgroalliance.comAre Your Marketing Dollars How to Turn a Great ConferenceGetting You the Desired Results?into Real Business Opportunities MARKETING IS Acomplex and ever-evolving pro-cess. It can be daunting to determine which metrics will provide the most accurate picture of your return CONGRATS!You just finished aReplay Every Meeting in Youron investment (ROI). Whether you are evaluating week jam-packed with dozens ofHead and Re-take Notes campaign performance or tracking sales leads, the key meetings, incredible dinners andThis has been an interestingto obtaining meaningful results is by developing an the excitement of generating newexercise for me. It can be hard toeffective strategy. This would include clearly defining contacts that can help take yourtake good notes if you are lead- your goals and selecting the appropriate metrics to company to the next level!ing a conversation or there is ameasure their success.And thenthe day-to-day hits.lot of crosstalk in a group meet- Maybe your goal has a monetary value such as Your email inbox is overflowing,ing. Replaying that meeting andincreased sales, or perhaps its qualitative such as your direct reports are lined uptaking new notes allows me tocreating larger brand following. Depending on the type outside your office, your custom- slow down the conversation andof goals and the mediums used to deliver your market-ers are looking for updates and itrecall the most important pointsing efforts, you will need to identify the best metrics to seems like everyone needs just fivefor follow up. This process has alsogauge the progress to reaching your goal. In general, minutes of your time.allowed me to get better at takingthere are five key types of metrics that can be used to All the forward-looking conver- good notes during meetings. Ievaluate the success of a marketing campaign:sations you had at the conferencekeep them short and focus on Lead Metrics: Used to measure the ROI of a mar-are about to be buried in the sandsitems that need follow up, more soketing campaign.of time as the pressure of your dailythan interesting facts.Conversion Metrics: Used to determine how many tasks overwhelms your schedule.customers make a purchase after engaging with your This happens too often, and IveSend an Email Within a Week campaign.been guilty of it too. But, Ive devel- Quick follow up is key. The Revenue Metrics: How much money a company oped a few tips on how you canperson(s) you met are just asmakes as a result of its marketing efforts.keep the momentum from a greatbusy as you after the meeting. If Engagement Metrics: Measures how many people conference rolling while you dig outyou wait longer than a week tointeract with you content and take action as a result. from a week out of the office. follow up, theyll likely forget aboutThis includes time viewing, likes, clicks and shares.the content of the discussions. Social Metrics: One of the most accurate metrics Connect on LinkedIn Connecting with them on emailin measuring brand awareness, brand mentions and I still carry and collect businesssoon afterward gives you the bestbranded search.cards for the sole purpose ofopportunity to keep the conversa- It is vitally important to choose goals and metrics that making sure I connect with thattion going. are meaningful to helping you grow business. And like person on LinkedIn. I connectThe tactics above wont reducewith any marketing, you cant just set it and forget it.either immediately after meetingthe workload waiting for you backIdentify your goals clearly and why you want to someone or right when I get home.at the office, but it will improveachieve them. Carefully select metrics to gauge your You can easily include a note aboutyour chances of turning a pro- progress along the way. Invest the time and effortto your interaction in the connectionductive meeting into meaningfulmeasure and monitor your marketing metrics and request and it reinforces the newconnections and future businessidentify if you are on track to surpassing your goals. face-to-face interaction you justopportunities. Adjust and adapt your program as needed or consider had. They are likely to accept, willrunning an A/B test. Remember though, if you dont see all your future posts and youlltrack the results of your efforts, youll never figure out have a way to contact them even ifwhat youre doing wrong or more importantly the they change jobs. things you got right!LATAMSEEDWORLD.COM /19'