Creating Marketing Events

For the promotion of a new event, the marketing expert views details of the event in SAP Marketing Cloud and runs a promotional campaign. See the following business scenario for a typical process that can be performed using the Marketing Events app, integrated with an external event provider platform, such as On24.

The Marketing Events app provides an overview of marketing events, such as a webinar. It also displays participants’ key information and the event’s performance summary. Events are hosted on event provider platforms, such as ON24, and their event details are imported into SAP Marketing Cloud as contacts and interactions. Upon registration, the participants of an event are created as contacts in SAP Marketing Cloud. The activities of a participant, such as registration and attendance, are created as interactions for that contact in SAP Marketing Cloud.

The following processes make up the Marketing Event scenario:

1. The marketing expert creates a landing page for an event in the event provider platform.
2. The marketing expert creates an event in the event provider platform.
3. The marketing expert accesses the Marketing Event tile in SAP Marketing Cloud to view and check the event details.
4. The marketing expert accesses Content Studio and creates an email directly or based on a template. They add the event registration link in the content of the email and release it.
5. The marketing expert creates and starts a campaign for event promotions.
6. The customer receives the email and registers for the event.
7. On customer registration, the system creates participants in the event provider platform.
8. The marketing expert checks for the updated event details in the SAP Marketing Cloud system based on the data sync schedules. The marketing expert checks for created contacts and interactions at regular intervals based on activities like registration and attendance.
9. The marketing expert conducts the event.
10. The SAP Marketing Cloud system periodically fetches success data from the event provider platform for the conducted event.
11. Optional: The marketing expert analyzes the performance of the marketing event.
12. Finally, the marketing expert can now view and analyze the results of the marketing event using the Marketing Events Details – Query report in the Analytics and Report Gallery app.

Key users can extend the app in the Custom Fields app using the following business contexts:

• Marketing: Marketing Events
• Marketing: Marketing Event Participants

The graphic explains the sequence of actions that occur when an online event is set up. It represents the mapping of entities and activities between the event platform and SAP Marketing Cloud.

The numbers in the graphic above correspond to the following steps:

1. Online events are created in an online event platform like ON24 platform. The corresponding events are created as Marketing Events in SAP Marketing Cloud.
2. The registrants must be contacts in the system. A separate facet for this data source (for example: ON24) is maintained based on the registrant details.
3. When registrants register for the online event, the registrants are created as interaction contacts and are used for event promotions and follow-up marketing activities in SAP Marketing Cloud. An EVENT_REGISTERED interaction is created.
4. These registrants are then created as participants for the event. An EVENT_ATTENDED interaction is created when the participant attends the event.
5. The attendee information such as event attendance, and duration attended is updated as a part of participant details.
6. Any of the polls or surveys responded or answered as a part of the online event by the attendee are created as survey responses for the contact.