Initially, Iridium wanted to get both the end-customers and system integrators. However, these two groups have completely different needs.
Integrators are looking to sell a good quality installation and earn a good margin.
End-customers are mainly interested in getting new technologies at the best possible price and are not interested in hearing from vendors.
So we decided to focus on system integrators only.
For the main event, we didn’t apply any account selection and disqualification criteria, as the goal was to create market awareness at the top of the funnel and maximize the number of attendees from the smart home installation market.
However, we did manually select Tier 1 and Tier 2 accounts for the activation play I’ll describe later.
2. Summit audience.
Here are 5 audiences we invited for the event:
1. Best customers.
Inviting your best customers helps you cultivate and strengthen the relationship and prevent churn.
Consider doing live case studies or panel discussions with your best customers. In the case of our client, some of the clients also helped with a promotion.
2. The members of the buying community of our target accounts.
Inviting Tier 1 accounts as speakers is the easiest way to connect with them and build a relationship.
When you arrange pre-summit calls with speakers, not only you can help them to prepare better, but also introduce your company, learn more about current goals, and figure out if there is a fit.
Running an ABM campaign without an activation play is like folding on a royal flush:
You’re leaving a lot of money on the table.
After the summit, we scheduled 2 product webinars for Tier 1 and Tier 2 accounts.
We sent manual, personalized invitations via email and SMS to every attendee from the identified target accounts.
To increase the attendance, the sales team also called and invited some accounts (we asked for a phone number in the signup form).
7. Demand capturing.
The fact that people signed up for your webinar doesn’t necessarily mean they are interested in your product.
One of the key mistake most B2B companies make at this stage is calling or following up with everybody who signed up for the webinar.
As a result, they burn out pipeline and don’t generate sales opportunities.
We took a different approach, and, instead of calling everybody, sent a content hub to all webinar attendees that included webinar recording, product presentation, case studies, FAQ and testimonials + link to book a call with Anton (CRO).
It allowed us to:
Share more information about the product, its benefits, and social proof
Identify accounts that were checking product information and follow up with them
Here is an example of a content hub we used after the webinar.
Tools like Paperflite allow you to easily create content hubs you and see who exactly visited the hub, what content they consumed and how much time did they spend inside.
Here is an example of the content engagement reports you can get.
Based on content consumption you can personalize your follow-up and open conversation the right way.
8. Sales follow-up.
After analyzing the visits to their content hub, Iridium’s sales team has called the most engaged people asking for their feedback and if they have any questions.
As a result, 34 companies signed up for a trial, and 5 became customers immediately.
Takeaways and Next Steps
With an oversupply of webinars and virtual events, many B2B companies struggle to generate signups and motivate target accounts to attend a webinar.
Here are 5 things that helped us to generate 2320 signups, 34 opportunities, and 5 deals from the virtual summit:
Being pioneers. Before Iridium, nobody else hosted a virtual summit in the smart home market in Russia. It immediately attracted the attention of the target market.
Involving 5 different audiences. Aside from its own speakers, Iridium invited industry media reps, partners, clients, engineers of smart home installation companies, and thought leaders. The attendees got unique insights and different perspectives.
Hosting activation workshops for target accounts. This helped to create a spike of interest and generate demand for Iridium’s products.
Capturing demand with content hubs. Content hubs helped to provide additional product information, address potential questions and identify warm accounts.
Following up. The last step is crucial because this is where your sales team can address concerns, answer questions and generate opportunities.