Splendid’s recent survey to B2B tech marketing leaders in Australia (report coming out soon) showed that over 50% believe the use of marketing assets by sellers in their organisation is selective and inconsistent at best. It’s safe to say that if your sales team is in sync with your marketing efforts and are effectively using the content you’ve painstakingly sourced or created, you’re the exception.
Some scenarios that may feel familiar are:
- We need to get something in market fast, but budgets are tight. Should we just roll out the global campaign?
- There’s so much great content, but what is going to be most valuable for our market?
- How do we leverage the ‘corp’ content, without looking like a ‘corp’ campaign?
It goes without saying that coming from the land ‘down under’ means we see ourselves as a bit unique to the rest of the world. Although many global themes are highly topical and interesting, making them relevant for our market invariably requires a level of tailoring. Plus there’s little subtleties that we may need to consider before we just reuse ‘corp’ content and experiences such as accents, spelling, tone, imagery, and our customers’ comfort with sharing their data to get something of perceived value.
EventMobi 2020, Digital webinar image, EventMobi, <https://www.eventmobi.com/golive-best-virtual-events-platform/>
The last few months have been chaos for event planners and marketers all over the globe. For many, it’s been a thoroughly frustrating time and a never-ending spiral of cancellations and postponements.
Gartner is now advising companies to prepare contingency plans for cancelled events, including online delivery for hosts and for exhibitors to shift event budgets to digital channels. Microsoft has just announced that all its conferences will be 100% virtual until the middle of next year. And, in fact, the majority (65%) of the B2B marketing industry plans to reallocate some or most of their live event budgets to online events, such as webinars.
Yet if there’s one silver lining to be found in this scenario, it’s the growing realisation that virtual events can offer an incredibly easy, cost-effective and powerful way to bring people together. And in many instances, virtual events can actually be a more powerful and succinct way to engage people, particularly in the tech B2B space. Here are five reasons why:
- Lower costs and less overheads
- Larger attendee numbers
- Stronger post-event engagement
- Higher value speakers
- Greater geographic reach