The Challenge:
The annual Microsoft Inspire event is the most important and popular event for Microsoft partners. The event is critically important in terms of establishing a pipeline of business for the coming year and being present to share insights on the future of the industry, showing thought leadership amongst peers and potential customers.
For TD Cloud, the competition is high, with all major partners present, the challenge was to use the Inspire event not just as a standalone event to be seen at, but to create a campaign pre and post event as well as developing a stand experience that engaged their audience, producing high quality leads to follow up post the event.
The Approach:
Delineo reinvented the stand experience, from a place to go and mingle to what we called ‘Enablement clinics’ where delegates were asked to participate in a business predictor tool. By spending 15 minutes working with the online tool, a business could forecast its rate of growth based on different levels of investment in next generation technology.
This approach facilitated one-to-one meetings with senior decision makers and the TD Cloud team used a toolset and case studies created by Delineo to support those conversations.
The event was supported by pre-event email and social media activity. During the event, Delineo’s content team provided live event social media management, driving awareness of the stand and the buzz around the ‘enablement clinics’.
Outcome:
- Pre-campaign email activity achieved an above benchmark open rate of 26% and CTR of 15%.
- In depth ‘clinic’ meetings which replaced ‘mix and mingle’ introductions.
- The tool created a lead pipeline rich with data and insight on the businesses that had taken part.