Promoting Third Party Events

The following article provides an outline to help determine if/how a third-party event will be promoted through Eloqua.

Due to the volume of emails that are sent each week, it’s imperative we reserve the promotion of events to those which Armanino hosts or has a substantial involvement in gaining leads. This maximizes the ability for the recipient to give attention to the email for the event and lessens the impact on our audience fatigue.

To determine whether an event qualifies for promotion via email, use the following guidelines before entering your project into Workfront.  

Branded Invite - Use Case
 

Use a branded invite format when Armanino owns the event, even if hosted by a third-party. This is considered “our event” when we are creating the majority of the content and all the leads are coming back to Armanino. 

Exception: If the event is restricted to “members only” for the host group (e.g., AIM members), then follow the Use an Outlook style invite process below.

Example: CFO Chicago Summer Social 
 

Outlook Style Invite - Use Case

Use an Outlook style invite format for events where Armanino may have a major presence, but other organizations are heavily involved as well  (e.g., not all the leads are ours). 

ALL of the following components are required when promoting this type of event: 

• Specific SME/Partner who is championing the event.
• Message is targeted at a specific target list (e.g., open opportunities in a specific Geo region and/or industry). This is NOT a segment but should be actual leads/targets.
• Armanino has significant involvement, which could include speaking sessions, major sponsorship, additional add-on event (e.g., VIP dinner), or ability to collect significant leads (e.g., a booth).

The initial invite will be formatted as a personal send from the SME. The follow up can be either a branded email or Outlook style email sent sent to those who registered/attended. 

Example: Innovate 2022

Hybrid Style Invite

Use a hybrid style invite format for major software user conferences. ALL of the following criteria must be met in this case. 

• We are a major partner - such as Microsoft or Workday.
• We have a large sponsorship AND multiple speaking roles.
• There is a very specific audience – (e.g., Microsoft Dynamics users or Workday users, etc.) .

A standard brand format invite can go out BUT it should indicate clearly in the invite that this is NOT an Armanino hosted event, but Armanino has a larger than usual presence at the event and to attend our speaking engagements at the event.

Typically, this message will include multiple ways to connect with the Armanino team during the event, such as booth details, session information, etc.

Example TBD

Other Event Types 

Any other third-party events that do not meet any of the above criteria should not be considered for promotion through Eloqua.