Client  Drift
Event  RevGrowth Virtual Summit
Who  8,698 Sales and Marketing Professionals across 2 days
Where Watch the recordings here
Date  April 16-17, 2020


Challenge

Businesses everywhere are trying to navigate challenging times right now. Given the current climate surrounding travel and large group gatherings amid the coronavirus (COVID-19) outbreak, many of our friends and partners have made the difficult decision to cancel or postpone their conferences and events.
These events are the focal points of our year. They bring together employees, customers, partners and communities. They are endless sources of information and inspiration. However, safety and wellbeing is our highest priority. So in light of the situation, we brainstormed how we might be able to enable learning and sharing in the current environment.

Objectives

We recently partnered with Drift to create a high-energy 2-day virtual event in just 6 weeks. An online event unlike any you’ve experienced before. The event was dedicated to bringing the sales and marketing community together for a new kind of event. Two days. Two tracks. Countless opportunities to learn. Zero barriers to entry.

The Event

The RevGrowth Virtual Summit featured over 20 amazing speakers including Huib van Bockel (Founder, TENZING Natural Energy, Former CMO of Red Bull Europe), Kubi Springer (Award-Winning Brand Specialist and Media Personality) and Anna Griffin (CMO, Smartsheet). We utilised ON24 to host The RevGrowth Virtual Summit which gave attendees a platform to exchange ideas, offer input, and seek out viewpoints from a community of learners gathered from across the globe.

What we did differently from a normal live event?

We dedicated a lot of time to researching virtual event platforms to ensure the attendee experience was awesome!
We spent a lot more time briefing speakers than we normally do – virtual speaking engagements are a pretty new concept for most speakers, so it was important that we invested time to ensure the sessions were polished, professional and engaging. We provided speakers with special recording kit materials – which included microphones, lighting kits, and green screens – to ensure the best result when filming from home. Instead of your usual coffee and lunch breaks, Drift included a fitness ‘call to action’ link encouraging attendees to take a break and get moving with specially curated yoga and HIIT workouts. The platform also included DJ sets from Drift’s favourite DJ, keeping the event completely on brand with their live events. There was also a focus on CSR and giving back during this time in the form of a link where attendees could donate and join the company’s fundraising efforts for Feeding America.

What we did that was the same?

The same attention to detail applied. We placed a heavy emphasis on producing engaging pre-event comms to increase awareness for the event. We incorporated custom branding throughout the virtual event platform and presentation materials to make the virtual experience consistent with the IRL experiences we produce. We also utilised live entertainment (DJ Fader) and continuous live interaction on social media during the event to drive engagement.

How was it marketed?

Drift adopted an omnichannel marketing approach to amplify the event. They collaborated with some of the world’s leading speakers in the sales and marketing space to pique interest and developed a powerful pre-event engagement strategy to create a serious sense of FOMO! The pre-event engagement strategy focused on a lead-share agreement with partners to increase attendee registrations which proved very effective, attracting nearly 9,000 registrants in just 6 weeks. Partners included emc3, ZoomInfo, Smartsheet and Seismic.

Client quote:

“The feedback from this event has been outstanding. The RevGrowth Virtual Summit was recently recognized as one of the must-see events in 2020 by ON24 and it made Bizzabo’s ‘No 1 list of Virtual events and conferences’. In collaboration with emc3, we managed to bring together the best sales and marketing speakers from around the globe for an incredible 2-day virtual summit. We’re looking forward to the next one!” – Janna Erickson, Director of Events, Drift