Responding to B2B Marketing Challenges Now

Responding to B2B Marketing Challenges in the Wake of the CoronavirusEI | Evidence Confidence ResultsResponding to B2B Marketing Challenges NowContents

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Responding to a new challenge

The global events market is in a state of turbulence with both major and minor business events being either cancelled or postponed. This situation is unlikely to change over the next few months meaning marketers must quickly establish the best ways to

engage audiences rather than stalling their strategies. So instead of face to face engagements for the moment, how should you continue to drive and nurture high value relationships and maintain your pipeline? EI is helping clients navigate this right now in a number of ways….

Virtual and Online Event Intelligence

EI's response?

In response to shifts and changes to your annual third party event engagement calendar, EI is supporting its clients in qualifying and analysing only the most compelling opportunities to support a reworked, immediate alternative event strategy.

How will it help?

By accessing up-to-the-minute event status information and new propositions being developed by suppliers in response to the Coronavirus, EI's analysis on the best alternative opportunities in your chosen space will provide an independent, data-driven view of how you should be responding, now!

Deliverables

Working from an agreed plan of activity, EI uncovers the latest event developments to establish their status;
EI will stretch test any new digital event offerings, providing analysis and data on suppliers' experience with these platforms, expected audience engagement, measurement, and lead capture to ascertain whether the supplier can deliver what they are proposing;
Qualitative opinion and advice on how to best use each platform based on your objectives, enabling you to make quick and smart decisions.

Maximising Online Event Sponsorships

EI's response?

With major events such as Collision2020 moving online in response to company and country-enforced travel and meeting bans, EI is able to independently assess a suppliers' new online capabilities to support clients in understanding and selecting the most powerful options.

How will it help?

With EI applying its usual data-driven stretch testing methodology, we will advise you on how to best engage with these events as sponsors, speakers and participants. This could include recommendations for partnerships with those events' media partners to create something that stands out digitally from the crowd.

Deliverables

EI will take a detailed brief from you to establish your original event priorities and objectives;
We stretch test the supplier's new online offering by assessing past online event and supplier data to form a quantitative opinion on all activity offered and provide a view as to how we believe you can best engage;
Where appropriate, we provide data-driven intelligence into the event's media partners whom we know can deliver powerful digital campaigns;
EI then recommends only the most compelling activity based on your objectives, supporting you to make more informed decisions.

Creative Digital Campaigns

EI's response?

Focusing on exciting, novel, digital-only campaign activities with the broad business media - such as the Wall Street Journal, Bloomberg, and the FT - and industry trade media titles, we are working with clients to establish how to secure senior-level engagement via virtual communities.

How will it help?

Our research identifies only the most compelling activities in the chosen media space across digital activations within the top broad business media titles, trade media titles, associations, networks and think tanks from analysing data.

Deliverables

EI will assess the following opportunities based on your objectives:

Thought leadership including: Special reports, editorial content, and articles;
Virtual events, webinars, podcasts, live stream and video conferencing, as well as new propositions that suppliers are creating in response to the current COVID-19 climate;
Lead generation opportunities, content syndication, and gated content;
Programmatic and amplification opportunities.

Lead Generation Campaigns Maintaining Pipeline

EI's response?

By assessing and profiling specialist lead-generation providers to qualify their capability, EI is able to present its clients with the best opportunities within the suite of products offered.

How will it help?

Our research profiles only those who are able to prove their reach into specific audience industry and seniority segments, providing you with an independent, data-driven view on the best providers to engage with when accessing leads among your target audience profiles.

Deliverables

We take a detailed brief from you to establish your audience priorities in terms of industry and seniority;
EI will stretch test all suppliers who purport to capture leads that would be of relevance to you by assessing past audience data in order to form a quantitative opinion on the supplier's capability to produce high quality leads for you;
EI will also assess their suite of activity to provide a view as to how we believe you can best engage;
EI then recommends only those proven suppliers and the most compelling activity based on your objectives, supporting you to make a more informed decision.

Content Insights to Develop Angles, Language, and Talking Points

What is it?

Market intelligence that identifies multiple layers of thematic industry insight can support you in the development of proprietary livestreamed event agendas and innovative content angles.

How is it helpful?

EI's thematic intelligence will support you in establishing new talking points, identifying thematic white-space and validating current topics in the media, all to inform which topics and speakers you should be picking up on in the immediate. In addition, by utilising quotes from the report, sales teams and relationship managers can both corroborate and gain insight into topics that are front of mind for their clients and prospects.

Deliverables

Detailed editorial outlining the themes that EI has identified specifically against your brief, evidenced with quotes from your target market with EI comments on what it means for you;
A digital tracking document showing you all articles sourced as part of the project;
On delivery of our findings and tracking, EI compiles and presents a workshop to bring our key observations to life.