Event Marketing Case Studies
Enterprise On-Line Reputation Management Platform
Business Challenge:
With the sudden outbreak of COVID-19, the Company needed to quickly replace physical events with an online medium to generate leads.
The Solution:
The Company launched a series of webinars to educate prospects on why now, more than ever, is the time to invest in building their on-line presence and reputation so that they will be in position to win locally when business returns to "normal". To draw prospect attendance, the company implemented an aggressive demand generation campaign consisting of organic and paid social campaigns, digital direct response mailers and website banners.
Artificial Intelligence: Software for Marketing and Sales Automation
Business Challenge:
The annual Salesforce user conference was only five weeks away and the company needed to create a substantial buzz to draw traffic to its booth at the show. However, the Company had just completed a total rebranding and as a result was virtually unknown despite having a new app seamlessly integrated with Salesforce.
The Solution:
With a limited budget, the Company brokered a deal with Salesforce to do some cross promotions. The strategy was two-fold: connect with Salesforce account executives (AEs) who were commissioned to promote partner apps as well as target end-users of Salesforce. In order to get the attention as well as stay top of mind with 850 Salesforce AEs, the Company orchestrated Chatter promotions, desk drops and weekly campaigns. To target end-users, the company did five consecutive weeks of direct mailers; banners on the Salesforce App Exchange homepage, newsletters and admin sites; promoted tweets; sponsored local user group events; secured the bag insert sponsorship at the event; designed PR and social media campaigns; and recruited two case studies for conference speaking slots. As a result of this campaign, the Company boosted its AE Chatter followers from 0-109 and generated more than 750 qualified leads which converted into 199 opportunities.
Cloud Services, Infrastructure and IoT Subscriptions
Business Challenge:
The Company needed a forum to gather its customers and prospects to announce new product offerings as well as create demand for its software and subscription services.
The Solution:
The Company designed a 3-day industry event called Cloud Summit. To create excitement, and to recruit the more than 1,400 attendees, an integrated digital marketing and PR campaign was launched consisting of organic and paid social media, PPC advertising, HTML mailers, website banners ads, targeted direct response, remarketing and numerous promotions. To fund the event, the Company sold sponsorships to 76 vendors, which resulted in generating a net marketing margin of 29%. As a result of the event, the company greatly boosted its pipeline and generated significant media coverage.
Healthcare IT: Technology, Outsourcing and Services
Business Challenge:
The industry's largest trade show was less than two months away. It was essential to "stand out" at this event and relaunch the Company brand to assure potential buyers of its stability after the recent departure of the CEO and other senior executives.
The Solution:
With a limited budget, the Company used innovative events from breakfast seminars to 'lunch on the go' promotions and publicity stunts to create a buzz around the show to draw booth traffic. In addition, the Company issued several PR announcements at the show and secured last-minute speaking slots on the agenda. As a result of the guerrilla marketing program, the Company engaged with 853 attendees at its sponsored events, secured 241 qualified prospects, touched 409 unique organizations and built a multi-million dollar pipeline.
Cloud-Based Cybersecurity Subscription Services
Business Challenge:
The Company struggled to get quality face time with C-suite executives from their customer/prospects. They needed to build more strategic relationships/partnerships and elevate their vendor status from being an IT supplier to a strategic partner.
The Solution:
The Company designed a 3-day, invitation-only, white glove Executive Forum event. The agenda was crafted to provide attendees with a healthy mix of thought leadership, industry networking as well as tactical takeaways to help their organizations better prepare for cyber attacks. A key part of the program was the one-to-one interaction with Company executives, opportunities for clients to share war stories with other attendees and a chance to get insight and provide feedback on the future products being developed. The inaugural Executive Forum was a huge success with more than 45% of customers attending. The event also boosted the pipeline for a new product launch by more than 60 percent and helped close critical sales enabling the Company to achieve a record Q4.
Healthcare IT: Software, Hardware and Services
Business Challenge:
Having booked an aggressive trade show schedule, the Company needed to generate a higher volume of qualified leads to ensure a reasonable ROI from events.
The Solution:
Pre-show demand generation campaigns were launched with calls-to-action that helped qualify prospects prior to trade shows using an inside sales model. As a result, the Company was able to regularly schedule appointments and demos and bring qualified prospects to its booth at trade shows, rather than relying exclusively on traffic on the show floor. Within six months, 74% of leads collected from trade shows were classified as legitimate, qualified opportunities on the pipeline.
Enterprise Software
Business Challenge:
The Company needed to boost its professional services/training revenue and create a cost-effective forum to introduce new products to existing customers.
The Solution:
By reinventing its annual User Group Conference to focus on multi-level product training, the Company was able to boost attendance 300% and increase its training revenues 65%. With the majority of users now attending, the Company was also able to create a forum to introduce and demo its new products.
Healthcare IT: Technology, Outsourcing, Services
Business Challenge:
The sales team struggled to secure face-to-face quality time with c-level prospects and decision makers.
The Solution:
The Company launched a series of events which included a User Group Conference for end-users and an Executive Forum for c-level management. To draw attendance, the agenda was designed around sessions with industry experts and thought leaders, educational and networking value-added events. This provided a forum for Company executives to get prospects in a controlled environment which they used to build stronger and more personalized relationships, ultimately leading to significant new product sales and pipeline growth.