B2B brands that rely on face-to-face engagement to obtain leads, network and retain clients are creating virtual experiences to remain connected with their clients. Salesforce recently converted its World Tour Sydney into a successful online affair. And financial software company Model N transformed its annual Rainmaker conference in March into a virtual one, garnering 27 percent more registrants than the on-the-ground event would have welcomed. Event Marketer looks at the lessons learned by the company, which had just a week to pivot.
First, Model N recommends maintaining dates that are as close to the original ones as possible, in order to ensure that speakers are available and attendees had already blocked out time within their schedules to attend the event. The company also urges brands to be prepared for unexpected shifts, since the playbook for this kind of pivot hasn’t quite been written yet. Speakers may drop out, or be uncomfortable with the new format, but it’s important to adapt and include sessions and content that are strong. Repurposing content post-event, just as you would for an in-person meeting, is another opportunity for brands.
For additional lessons learned that apply to B2B marketers, read more in Event Marketer.