PagerDuty were looking for alternative ways in which to engage with their target prospects. A small team with big plans and hugely successful products, they wanted to implement a programme that would attract net-new prospects for sales without taking up too much of the internal team’s resource to deliver the campaign.
The solution
We decided on a series of executive roundtable briefings targeted specifically at the retail and financial services markets. The topics were derived from feedback provided by the sales leads and a conscious decision was taken to have no PagerDuty representative on the panel to keep the discussion entirely independent.
For the retail roundtable, the former co-founder and investment director of ASOS Ventures delivered the keynote speech. Other guests included a senior representative from Marks and Spencer, an IT Director with a background in retail and an expert technology consultant who facilitated the session. For finance, the headline speaker was an entrepreneur and investor in innovative tech businesses – he was joined by a partner and head of Fintech from leading law firm Addleshaw Goddard and an IT Director with experience in the financial sector.
A series of promotional assets were created for use on social media and in the paid social campaign. PagerDuty provided a sample of the target audience including location, job function and company size. The paid social campaign was then designed, mapping the target audience profile via LinkedIn. The number of clicks were reviewed and monitored daily throughout the campaign tweaking as needed to ensure that the final target numbers were reached.
Our writer then attended the roundtables to hear the discussion and develop blog articles and thought-leadership content for sharing on social.
The outcome
The registrations received far exceeded the initial target by more than 100% and the retention rate from registration to attendance was outstanding. The roundtables were very gratefully received by all participants and this engagement has led to direct conversations within the sales team.
Please call us on + 44 (0) 330 460 6007, or email us at info@outsourcedengagement.com to discuss our engagement services. Alternatively, to find out more about our event services, visit our sister company Outsourced Events.
