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Articles by Eric Holmen
6 key issues when deciding to consolidate or upgrade your martech stack
CFOs are scrutinizing the financial landscape for tech companies more closely, putting significant pressure on marketing departments. The prevailing directive is clear: “Enhance performance with existing tools or reduce expenses to align with current performance levels,” a sentiment echoed by CFOs over the past year. For marketers, this presents a dilemma: reducing investment in tools potentially hampers performance.
8 tips to adopt vertical marketing and drive SaaS growth
Get traffic data and keyword intel on competitors instantly. As companies prioritize “efficient growth,” vertical software has gained prominence due to its lower customer acquisition costs, higher expansion sales and stronger gross retention than its horizontal counterparts. Here’s why you should consider adapting your horizontal software to attract vertical buyers, plus essential tips to help you go vertical.
8 tips to adopt vertical marketing and drive SaaS growth
As companies prioritize “efficient growth,” vertical software has gained prominence due to its lower customer acquisition costs, higher expansion sales and stronger gross retention than its horizontal counterparts. Here’s why you should consider adapting your horizontal software to attract vertical buyers, plus essential tips to help you go vertical. A vertical software company offers solutions tailored to specific markets, such as plumbers, auto dealerships or food distributors.
How to turn your ideal customer’s pain points into entry points
Get traffic data and keyword intel on competitors instantly. Understanding the “entry points” where your ideal customers first experience the acute pains your product or service can solve is critical for marketing success. An entry point is that pivotal moment when a prospective customer feels intense pain from a problem that your solution could instantly alleviate — if only they were aware it existed.
Beyond attendance: Unlocking B2B growth with event-led strategies
Get traffic data and keyword intel on competitors instantly. Events play a crucial role in fostering connections and driving growth in B2B marketing. However, traditional methods of measuring event success often fall short. Enter event-led growth (ELG) — a transformative strategy focused on win rates rather than mere attendance. This article tackles the limitations of traditional event metrics and how ELG is revolutionizing B2B marketing events.
Renew The Experience - www.themeetingmagazines.com
Eric Holmen is the CEO of Splash, a next-generation event marketing platform designed to help teams build and host virtual, in-person and hybrid events. He is responsible for driving the company’s transformative growth and positioning Splash to help its customers do what they love: create memorable experiences, new connections and business value. For more, visit splashthat.com.
Right-Sized Events Net Better ROI
In fact, a soon-to-be-released Splash survey found that 36% of marketing and event professionals said intimate events produced the most ROI for their organizations, while just 16% pointed to larger events. It’s not surprising that more intimate events have outperformed larger conferences and exhibitions in the last two years. At Splash, our customers generally define these “everyday” events as serving between 70 and 150 well-qualified people.
Facing Your Worst Fear: Poor Turnout - www.themeetingmagazines.com
Eric Holmen is the CEO of Splash, a next-generation event marketing platform designed to help teams build and host virtual, in-person and hybrid events. He is responsible for driving the company’s transformative growth and positioning Splash to help its customers do what they love: create memorable experiences, new connections and business value. For more, visit splashthat.com. Virtual exhaustion.
An Outlook on Events in 2022: Expansion, Expectations and Excitement
If you feel like the events industry spent the last two years in the wilderness, you wouldn’t be entirely wrong. From the sudden and comprehensive cancellation of in-person gatherings in 2020 to the patchwork landscape of hastily organized virtual events in early 2021, we’ve definitely had our share of upheaval and uncertainty. And we’re not out of the woods just yet.
An Outlook on Events in 2022: Why Companies Are Investing More in Events
Events were always coming back. From the wave of cancellations that defined 2020 to the uncertainty of 2021 and the rise of virtual and hybrid events, the benefits of assembling people for a common business purpose always outweighed the challenges. Now that 2022 is well underway and the threat from the most recent coronavirus variant is (slowly) fading, the event renaissance is upon us. But what’s most surprising is that event professionals and marketers are not surprised.
The Secret to Successful B2B Events: Five Tips for Thoughtful Design
Listen NEW! Listen to article Sign in or sign up to access this audio feature! No worries ... it's FREE! Ask 100 B2B event organizers how to execute effective event design, and you'll get 100 different answers. So to get to the truth we at Splash analyzed 37 design-related metrics for the highest-performing virtual and in-person event websites from August 2019 to August 2020. If you haven't thought about B2B event design before, I don't blame you.
The ROI Resurgence: How a Year of Virtual Events Made Measuring ROI More Important Than Ever
Listen NEW! Listen to article Sign in or sign up to access this feature! Even in the best of times, measuring the return on investment generated by events can be challenging for marketing teams.
How to Create Impressive Hybrid Events
The return of in-person events has picked up speed in the last few weeks as Covid-19 restrictions have eased. A recent study from American Express shows tangible demand driving this acceleration — 82 percent of business travelers and 79 percent of corporate travel decision-makers say the benefits of in-person meetings outweigh the convenience of virtual participation.
How to Use the Power of Design to Grow Your Virtual Event
For many events professionals, design and branding elements aren't exactly afterthoughts, but they are considered secondary to priorities like attracting the right attendees and developing compelling content. If the website is professional-looking and the company logo is used consistently on invitations, that's often considered sufficient. After all, you can't quantify the impact of design on event outcomes, right? Actually, you can.
How to Grow Your Customer Base with Virtual Field Events
Teaching a virtual workshop. Leading a roundtable discussion on Zoom. Showing off a demo via Facebook Live. Meeting online for a regional happy hour. Field marketing certainly doesn’t look like it used to. Despite the virtual shift, the opportunities from a field event haven’t changed. These events are an extremely effective way to connect with your most important potential buyers. I’ve seen them turn leads into sales and engage new prospects time and time again. But only when done right.
Dare we say the ?R? word? Recovery, of course
By Eric Holmen The past couple of weeks have served to temper our optimism for an immediate recovery, particularly in the retail sector. July retail sales declined slightly ? by 0.1 percent ? despite the most consumer-visible government stimulus to date in the CARS program. Consumer confidence also dipped after an encouraging rise in June and July ? 63.2 percent for August, according to the Reuters/University of Michigan preliminary consumer sentiment index, compared to 66 percent in July.
Stop thinking that programmatic is the future of online advertising
Many say that programmatic reached a tipping point in 2015, because for the first time last year, programmatic transactions surpassed non-search digital ad spending. That’s an important milestone, but there’s still a big gap for marketers who want to automate the ad buying process. The customer journey — especially for considered purchases — rarely happens entirely online. Our purchasing habits are not only becoming more digital — they are becoming more omnichannel.
How to Seize the Untapped Mobile Opportunity in 2016
Mobile has been growing at a rapid clip for a while, but in 2015 its growth reached a tipping point: mobile spend is growing at three times the rate of desktop display, 65% of emails are opened on mobile devices, and mobile accounted for 100% of Facebook's revenue growth. Today, mobile is the throughline for communication between consumers and businesses—whether through mobile search, social media, email, or phone calls.
3 Quick Wins You Can Get From Social Media to Prove ROI
Proving that your social media marketing efforts are worth your company’s budget and time can be a challenge. Social media after all, despite its ubiquity, is a relatively new phenomenon that can be hard to make projections from. Even though 84% of B2B marketers are using social for marketing activities according to Aberdeen, a study by Adobe notes that 52% of marketers find it hard to accurately measure social ROI.
Marketers, You're Doing Mobile Wrong: Six Steps for Doing It Right
From Google's Mobilegeddon to Facebook's Hello, the tech giants have made one thing clear to brands: If you're not prioritizing mobile, you're falling behind. Today, there are 2.8 billion Internet users; meanwhile, mobile phone users have reached 5.2 billion—an impressive 73% of the world's population. As mobile becomes the default mode of communication, the big players, including Google and Facebook, are making it easier to connect directly and seamlessly on smaller, portable screens.
5 Steps for Optimizing Paid Search ROI with Calls
Despite advanced tools, A/B testing, and years of experience, most search marketers are optimizing on incomplete data. If you’re not accounting for offline conversions — like phone calls — you’re missing an entire class of data required to optimize paid search campaigns, more accurately measure ROI, and prove your search budget. According to BIA/Kelsey, calls to businesses from mobile devices will reach 162 billion by 2019.
How Microsoft Took The Lead In Social 3.0 And What Facebook And Google Are Doing About It
Editor’s note: Eric Holmen is the executive vice president of sales, marketing and services at Invoca. All of a sudden, it seems like Facebook, Google and Apple are climbing all over each other to own the voice interaction, and specifically, the phone conversation. They’re in a race to compete in the most valuable part of “social” — as if they’ve forgotten, until now, just how much humans ultimately value one-on-one conversation.
Perspective | www.themeetingmagazines.com
The working world is changing faster than many companies can keep up, it seems. The way we work has changed, including moving work to the virtual space. Full Story It turns out that smaller events are just better — better at delivering ROI, better at getting decision-makers together in relevant, targeted situations and better at generating real business results. Full Story It bears reminding that top-performing employees are already now as choosy as actual employers when it comes to hiring.
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