Engaging Customers via Event and Navigate Unlimited’s Thought Leadership Events
Helping Navigate Unlimited promote events and become though leaders
Who are Navigate Unlimited?
Navigate Unlimited are a specialist consultancy who help organisations choose and use appropriate marketing technology. They work on an agile basis and offer a range of services that can be purchased as modules to suit the needs of their clients.
The challenges
Navigate Unlimited’s target audience are digital marketing specialists who are faced with a baffling array of technologies, platforms and systems. During 2017, that landscape was further challenged by the impact of the European Union’s impending General Data Protection Regulations (GDPR) which seek to ensure corporate protection of consumer data.
Although they boast a wealth of expertise and the agency is part of a large, high profile group, this marketplace is dominated by extremely large, well-established consultancies. Navigate Unlimited needed to establish themselves as a viable, credible alternative, offering expert service that is tailored to a client’s needs.
Our solution
When we came onboard as a business development partner in 2016, our first task was to scope out the market and understand their audience. We worked with their team to establish buyer personas, then spent time in research and identifying organisations of the appropriate size and type. We tested various approaches in a pilot project and it became clear that the most effective way to engage their audience was via Thought Leadership events.
Navigate Unlimited developed a series of high-quality engaging presentations on key topics relevant to their offer and of keen interest to their target audience. The content was technical, targeted and topical, and supported by several white papers. We took responsibility for delegate acquisition, for engagement before the event and follow-up afterwards. Even when prospects were not able to attend the events, this valuable technical content enabled us to maintain dialogue with them and differentiate ourselves from those simply wishing to sell to them. We developed strong, friendly, ongoing dialogue with many prospects and our clients were able to get valuable face-to-face contact with prospective customers.
The results
Using the events as the mainstay of a contact programme, we were able to support Navigate Unlimited in building a valuable sales pipeline of warm, engaged prospects.