MWC
BARCELONA
EVENT DRIVE MARKETING
MWC BARCELONA
EVENT DRIVE MARKETING
Client
SAP had one overall objective; Acquire as many meetings as possible with C-suite executives from Medium – Large sized ISVs and Industry accounts from across the globe, in order to drive exploratory discussions surrounding partnership and product integrations which could benefit both parties.
Challenge
Knowing that the scale of an event like MWC provides incredible opportunities to meet with many Industry-leading companies, SAP sought to utilise the event in order to drive lead generation amongst larger ISVs and technology companies. In order to achieve this they utilised TPL to:
Goals
- Successfully booked a total of 45 meetings for 3 senior sales team members across global regions (NA, EMEA, APJ, MEE)
- Fully managed social accounts of sales teams, growing their network and managing all interactions.
- Create compelling 'ice-breaker' messaging that would resonate and engage prospects.
THE CHALLENGE
THE SOLUTION
Attendee
Identification
Collaborating with SAP, TPL undertook research to discover which large enterprises were exhibiting at the event. From this, an extensive list was built of accounts using parameters such as company employee count, revenue, product sets and current innovations which fitted the client’s target audience
Thereafter, TPL had to focus on drilling down into the list and discovering the c-suite executives from the selected accounts attending MWC 19.
After identifying the relevant prospects, the next step was to reach out and begin engagement through the relevant social networks. Engaging with the correct prospect was not only essential to achieving the goal of setting meetings at the event, it was also essential for opening meaningful discussions for the future.
Attendee
Engagement
In order to deploy the messaging, TPL had to take full management of the client’s personal social accounts. This was approached with great sensitivity. Both parties agreed upon stringent guidelines surrounding the use of the accounts and further guidelines aligning with the client’s branding.
TPL were entrusted to grow the relative profiles’ network, and manage every stage of the conversation until a meeting was set. Taking full control of the client’s event schedule and building it for them.
Fully
Managed
Social Profiles
In order to deploy the messaging, TPL had to take full management of the clients personal social accounts. This was approached with great sensitivity. Both parties agreed upon stringent guidelines surrounding the use of the accounts and further guidelines aligning with the clients branding.
TPL where entrusted to grow the relative profiles network and manage every stage of the conversation until a meeting was set. Taking full control of the clients schedule and building their event schedule.
Attendee
Identification
Collaborating with SAP, TPL undertook research to discover which large enterprises were exhibiting at the event. From this, an extensive list was built of accounts using parameters such as company employee count, revenue, product sets and current innovations which fitted the client’s target audience.
Thereafter, TPL had to focus on drilling down into the list and discovering the c-suite executives from the selected accounts attending MWC 19.
After identifying the relevant prospects, the next step was to reach out and begin engagement through the relevant social networks. Engaging with the correct prospect was not only essential to achieving the goal of setting meetings at the event, it was also essential for opening meaningful discussions for the future.
Attendee
Engagement
Considering the target personas and their seniority, the outbound messaging had to be designed to align with this. The initial ‘ice-breaker’ message had to not only engage the prospect, but also make them aware of the potential benefit to their organisation. TPL understood that opening discussion between two organisations with such a scale and presence came with great importance.
Conducting further, deeper research became necessary as TPL looked to discover key products and areas of innovation that aligned with the client’s and had the potential to open strong, positive dialogue. Personalisation of each message became a key focus and would be a key driver to success.
Fully
Managed
Social Profiles
In order to deploy the messaging, TPL had to take full management of the client’s personal social accounts. This was approached with great sensitivity. Both parties agreed upon stringent guidelines surrounding the use of the accounts and further guidelines aligning with the client’s branding.
TPL were entrusted to grow the relative profiles’ network, and manage every stage of the conversation until a meeting was set. Taking full control of the client’s event schedule and building it for them.