Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth by Shapiro Tom

Author:Shapiro, Tom
Language: eng
Format: epub
ISBN: 9780999184714
Publisher: Stratabeat, Inc.
Published: 2017-07-20T00:00:00+00:00

Proving There Is A Better Way

In the Rethink Your Goals chapter, I introduced you to the risk analytics software company Provenir. Adi Bachar-Reske, Global Head of Marketing, told me of an event marketing incident at Provenir similar to my experience at my prior employer.

According to Bachar-Reske, prior to her arrival, Provenir was a regular participant in a number of expensive trade shows. As in my experience, competitors lined the exhibit floor. The events were just not effective for Provenir.

Instead of continuing to pour money into these shows, Provenir decided to rethink its approach to events. Bachar-Reske did not want to completely abandon them, but she wanted to make them more effective.

Bachar-Reske found a way.

Rather than emptying the budget to pay for the events, Bachar-Reske decided to take a guerrilla approach. Instead of setting up a booth, Provenir bought a few passes and focused its attention on conversations with leads. To prepare, the company’s inside sales team conducted extensive research prior to the event ahead of time and prescheduled meetings with specific prospects. And not just a few meetings, but as many as it could possibly jam into its schedule. At one event, the team booked a jaw-dropping 60 meetings.

Provenir meticulously tracks the results from these meetings and Bachar-Reske confirmed that this process produces significant new revenue, finally enabling Provenir to generate a strong ROI from events.

But that is only part of Provenir’s rethinking story…

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