Leverage Live Events: Semantic Web

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Face-to-face contact with key stakeholders frequently drives the decision to host live events, since these relationships underpin financial sustainability. Acquiring and developing a key relationship can represent a significant portion of the financial contribution such a relationship represents (considered as cost of sales).
The semantic web can amplify in-situ returns. One way is to embed stakeholder acquisition and development pathwaysinto your communications with all invitees. Adjuncts to an invitation to in-situ symposiums or conferences can optimize the event budget, expand your network of potential stakeholders and can deliver insights about potential stakeholders’ preferences about engaging with you.

1. Confirmed participants:
Invite confirmed participants to opt into pre-event updates from speakers, partners and exhibitors. Since these people have indicated they will attend, the intention is to encourage them to share informative, non-marketing,videos and audio materials. Partners, affiliates, exhibitors and speakers are often willing to be interviewed on video or give a sneak preview before an event.

a. Yes, choose video or audio over text. Video has the highest open rates. Behind-the-scenes, informal and inexpensive, video has the added benefit of being percieved as authentic. By creating profile for partners, exhibitors and speakers at the event, you will not be seen as promoting your cause or organization. Rather, you will be granted a halo effect due to the quality of those with whom your organization affiliates itself.

b. Encourage sharing.

Stakeholders who are participating in an event are predisposed to forward an email or post a for-their-eyes only interview, lecture or presentation. They may share with internal or external contacts. If it is someone inside their organization, you get visibility into their informal network.

2. Non-responders & declines:
Offer them the option to view the same pre-event updates from speakers, partners and exhibitors. Since they are not attending, you have the right to ask them to provide contact and profile information before they download the materials. By asking qualifying questions such as their role in the organization and the type of firm they represent, you can pre-qualify them into or out of the potential stakeholder acquisition pathway.

Republished with author's permission from original post.

Catherine McQuaid
Customer Discovery, Lean Sales practitioner 1. Repeatable, scalable sales processes 2. Market-tested hypotheses = data-informed decisions

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