It's always an exciting thing to see your team members doing amazing things and taking marketing communications to the next level. While I am no longer working with Penton and the Natural Products Expo West team, I have to share this great implementation of ADC on emails AND landing pages that I heard about last night at happy hour and provide some props for my fellow modern marketers keeping the dream alive at Penton.
Before I left, we had just implemented static web content for each of our six attendee personas so that we could use vanity URLs connecting each persona version of our print attendee brochure with the appropriate web content for that persona. This maintained personalized targeted messaging and pricing to each persona across print/digital communications. The static content provided reasons for attending (recommended education, exhibitors, etc) related to their specific business needs, registration link, and other targeted information about the event.
Introducing ADC. We had been using ADC to version some content and every CTA on our emails as the registration fees varied by persona (qualified business type.) The next level step that Andrew Coate applied was to use ADC on eloqua landing pages in addition to the static standard web CMS pages to provide even a more consistent and targeted user experience. These new ADC landing pages will keep messaging consistent from the email through LP through to event registration. Very exciting use of ADC to increase registration through relevant, consistent messaging.
How does this impact an event? Last year with our basic implementation of targeted messaging (very little ADC and no custom LPs/ADC LPs) we had a 13% increase in registration and on-site verification for our primary persona. Overall, the event had a 75% on-site verification rate, which completely destroys the industry average. As an outsider now, I can't wait to see the results of the NHNM Expo West team continuing to enhance and improve implementation of Eloqua and content marketing best practices.
Props to Eytan Abrahams, Jeff Cowles, Matt Calnan and Andrew Coate for this great idea.