Heading to Dreamforce this year? Check out our top tips on what to pack, the best sessions to attend and how to promote your business during Dreamforce!

1. How to Prep Your Revenue
Team for Dreamforce 2017!
Presented by:
Amelia Ibarra, Demand Gen Manager,
BrightFunnel
Allie Butters, Account Development Manager,
BrightFunnel

3. Amelia Ibarra
Demand Gen & Customer Mktg Manager
@miadia
Allie Butters
Account Development Manager
@itsme_allieb
Your Speakers

4. Brace yourselves ...

5. Things to Pack:
• Comfortable shoes!
• Layers, snacks & a battery pack
• Phone cables
• Go for an ipad vs computer
• Leave room for swag
Things to Do:
• Plan your schedule, but be flexible
• Choose a spot to view the keynote
• Have a central hub for your team
Things to Know Before You Go ...

6. Scheduling:
• Build your agenda on the app or at
Dreamforce.com
• Use multiple filters to narrow down
sessions
• Budget extra time for keynotes or
larger sessions as they will fill up!
• Make time to network
• Book meetings with vendors before
you arrive
Things to Know Before You Go ...

7. Dreamforce Parties:
• View the Apttus
Dreamforce All Access
Calendar
• Register for breakfasts,
happy hour and parties
• Join BrightFunnel’s
Revworld Happy Hour!
www.revworld2017.com
Things to Know Before You Go ...

8. Customer Success Expo Tips

9. For Marketers:
As An Attendee:
● Happy hour on Monday is one of
the best times to visit!
● Get social — connect with fellow
SFDC users and check the #DF17
stream for giveaways & additional
info
● Be ready to shake a lot of hands
and make new friends (pack gum,
mints, hand sanitizer)

10. For Marketers:
As An Attendee:
● Utilize this time to speak with
analysts, press about your biz
● Talk to exhibiting businesses
about teaming up for partnered
marketing campaigns!
● Speak to those you’ve worked
with virtually and get to know
them in-person
● Great time to run an ABM play if
your target account is a vendor!

11. For Marketers:
As A Business / Exhibitor:
● The expo hall can get busy! Break
through the noise with a catchy or
intriguing theme for the
tradeshow
● Be ready to scan, scan, scan!
● Prep follow-ups, pitches, and
messaging ahead of time
● Become tight-knit with sales
● Build out a schedule for your
team

12. For Marketers:
As A Business / Exhibitor:
● Create a Dreamforce specific slack
channel or text group to
coordinate during DF17
● Have business cards handy
● Don’t forget: giveaways are a
great way to drive booth traffic
● Stash some snacks in your booth
and be sure to take breaks

13. For Sales: Who Should You Staff in Your Booth?
Booth duty is perfect for your account development team.
• Salespeople are typically friendly and outgoing by nature
• In-person networking is valuable for ADR career development
• ADR’s are eager to speak with all potential prospects
• They have a great attitude, typically welcoming the opportunity

14. For Sales: Preparation
Enable Product Knowledge.
• Elevator pitch
• Call recordings
• Product demo script
• Competitive battle cards
• Clear customer qualification criteria

15. For Sales: Preparation
Schedule practice sessions.
• Group elevator pitch practice
• Objection handling practice
• Demo practice for your more
experienced reps

16. For Sales: Schedule & Etiquette
• Keep the size of your booth in mind.
• Make an evenly distributed
schedule amongst reps.
• Communicate Booth Etiquette
(i.e. no phones, no food in booth,
etc.)
• Set a dress code.
• Make sure everyone knows how to
shamelessly scan!

17. For Sales: Networking
In the booth:
• Be friendly and inviting
• Provide value first. Qualify second.
• Be conversational
Outside the booth:
• Walk around the expo hall - learn about
other companies, meet people, check
out the swag
• It is socially acceptable to approach
anyone!

18. Meeting with Prospects

19. Prospecting Prep
Secure meeting space.
Is there space near your booth? If not, think about reserving something.
Clearly communicate all the details:
• Booth #, Location, Theme
• Meeting space details and availability
• Routing rules & Account Executive schedules
Establish lofty, yet achievable goals.
Create an event meetings campaign to track prospecting results.

20. How to Book Those Meetings
Arm your team with:
• Event-specific prospecting
messaging
• A multi-channel prospecting
cadence
• The best attendee list you can
possibly find
• Direct mail budget & freedom

21. Create a process for documenting meetings.
Have a computer & calendar available to
book future meetings on the spot.
Partner with Marketing to arm your reps
with swag for giveaways!
Stick to the booth schedule you prepared.
Day of Tips
Pro Top: Avoid letting the booth become a hangout spot!

22. Hosting an Event

23. Marketing Tips for Event Success:
● Create a separate Salesforce
campaign for your ancillary event
● Event space around the dreamforce
fills up fast
● Think about your event from start
to finish — plan out all aspects from
entrance, swag, people flow
● Stay on top of your vendors. Be sure
to be super detail oriented when it
comes to your event

24. Marketing Tips for Event Success:
● Schedule regular meetings with
your sales and marketing teams
● Give everyone a role at the event
● Before the event, have your venue
point of contact walk you through
the flow of the evening
● Have backup plans for any variables
that are outside of your control
● Be ready to think on your feet and
improvise during the event
● When in doubt, ask the expert!

25. Marketing Tips for Event Success:
● Have a detailed check-in process
that you go through beforehand
● Get their email addresses at all
costs
● Create a call sheet for day-of with
everyone’s phone numbers and a
group text for your internal team
● Know your logistics, capacity, etc.
● Do a final walk through the day
before your event
● Order swag ahead of time to cut
down on rush fees

26. Marketing Tips for Event Success:
● Sync with your team on attire
during the event
● Create items like signage to help
people flow
● Know how to identify your target
accounts so that you can easily
network with them
● Take photos of the evening for your
follow-ups
● Tweet, share, post — empower
your team to get social before and
especially during the event

27. Empower your
sales reps to
leverage the
event.
ADR’s, AE’s, and CSM’s should send personal
invites to their prospects/customers.
Auto-MQL your registrants so that your ADR
team can try and book meetings while they’re
warm!
Auto-MQL your registrants so that your reps can try
and book meetings with them!o that your reps can
try and book meetings with them!

28. Promos, Programs & Follow-ups

29. Marketing Promotions:
● Develop an email marketing
calendar for Dreamforce
● Segment your messaging to break
through the noise!
○ By title
○ Company size
○ ICP / Buyer fit
● Write helpful blog posts for before
and live blog during
● Engage with other marketers in the
app!

30. Promos to run
● Social Promos
● Don’t forgot about employees

31. Tips for Program Success
Add UTM’s to everything!
● Track where your dreamforce traffic
is coming from
● Create and keep your UTM naming
conventions consistent
● Tip: Give partner specific UTMs to
anyone who may be referring back
to your dreamforce promotions
● Don’t forget to create a UTM for
employee advocacy

32. Tips for Program Success!
Use parent / child campaigns in
Salesforce to see the roll up of your
efforts!
● Parent Campaign: Tradeshow
Dreamforce 11-2017
● Child Campaigns:
○ Happy Hour or Event attendees
○ Sales meetings
○ Booth scans
○ Sessions

33. Marketing Follow-Ups
Coordinate with your ADR and sales
team
● Have segmented follow-ups written
out before the conference
● Leave placeholders for any tips,
trends that you noticed
● Think of yourself as a Dreamforce
attendee and only include
information that would add value to
your prospects
● Use an ABM play when appropriate
● Be social!

34. Sales Follow-ups
Booth Scans & Party Attendants
• Auto-MQL your booth scans &
event attendees.
• Schedule power hours for your
ADR team.
Prospect Meetings
• Add every prospect to your event
meetings campaign.
• Share documentation across the
team so that every rep has
visibility into the meetings that
took place and their personal
follow-up necessary.

35. Metrics & ROI Tracking

36. • # Booth Scans
• # Party attendants
• # Qualified Meetings that took place
• # Opportunities created from those
meetings
• Dreamforce sourced pipeline
• Dreamforce influenced pipeline
• Dreamforce sourced revenue
• Dreamforce influenced revenue
Metrics to Track

37. How does dreamforce tie back to your overall marketing efforts?
Metrics to Track

38. Use multi-touch attribution for the full picture
Metrics to Track

39. Run a campaign analysis to see how much pipeline and revenue was sourced
Metrics to Track

41. Account Engagement

42. Q&A
Thanks for watching!