At the risk of making an epic understatement, go-to-market strategies for many Work Tech companies were completely upended. The traditional SaaS digital demand gen playbook that a generation of sales and marketing professionals have run for the past 15 years has become far less predictable if not completely derailed. What are companies turning to to fill the pipeline? For many, it turns out, events.
This GIF is dedicated to
Now, if you think this is turning back the clock to 2007, in a way, it is. Digital demand gen is falling off because we are not in a connect-and-convert market right now — it’s connect > engage > convert > expand, as TSC | Previously The Starr Conspiracy’s Bret Starrmade clear in his book. Events — seeing people IRL — is old school. But it’s an important engagement factor in the engagement process. And it’s working right now.
So, what does all this mean?
1. Blockbuster industry events will still have a place as brand builders. Companies will still attend the HR Technology Conference and Expo and SHRM Annual Conference and Expo, and the ones that approach these as brand-building events will still see value. Other industry events that will likely continue to thrive:
Transform is the event buzz brand of the moment. Last year’s event drew raves, and this year’s event seems to be the one that all the cool kids are doing.
Learning Technologies, if you are in the L&D space, has maintained a stellar rep over the long haul in no small part due to great content (kudos to you, Donald H Taylor).
UNLEASH America is an event on the upswing. It may not have 100% the sizzle of UNLEASH World (which is a fantastic event for engaging with buyers, and hey, Paris is tough to beat), but that has less to do with the execution (
Marc Coleman
and his team always do a great job) than current market dynamics.
World at Work. This has long been a must-attend for total reward/comp and benefits professionals. As compensation fairness/equity/philosophy continues to grow, so will this event.
2. Filling your sales pipeline requires diversifying your events budget. Tech buyers aren’t seeking out big tech industry trade shows for research and buying the way they used to. Work Tech executives are taking notice. We’ve been talking to more and more sales and marketing leaders who are unwilling to drop $100k on a trade show booth (plus all of the not-insignificant ancillary costs like travel, M&E, etc.) that yield ambiguous at best ROI. Instead, there’s plenty of talk about attending the big HR/Work Tech industry trade shows, taking meetings, but not exhibiting. If you are looking to fill your sales pipeline and still be able to show ROI when your CFO is giving you the stink-eye, not exhibiting is the thing that makes sense for most.
So, what are tech buyers doing? And how are Work Tech brands seeing success engaging with them? A few different ways:
Industry vertical events: Increasingly, Work Tech brands are seeing success at industry vertical events. Selling into retail? NRF might be a better bet. If you have demonstrated success in a particular industry, you should get to know its premier events and consider adding that to your to-do list.
Ecosystem events: Nobody wants to hear about the rich getting richer, but here we are. Workday Rising, SAP Sapphire, and other events from power players are becoming surprisingly fertile ground for finding customers if you are in that ecosystem.
Big-brain events: Content is king, and senior executives will fork over big money to attend events where they can learn and rub elbows with their peers. Events like The Conference BoardHuman Capital event, Gartner’s Digital Workplace Summitor ReimagineHR Conference, and From Day One are great examples. CEOs and CHROs will gladly pay to attend these events, in part because the high price of admission greatly reduces the sales feeding frenzy like you get at the big Work Tech events.
Smaller, exclusive executive events: If you really want to get mindshare with the C-suite, hosting your own exclusive, small-scale thought leadership event is the way to go. The model: 15 CEOs + private room at a high-end restaurant + a reference C-level customer + thought leader. These types of events still work when properly executed. It’s more of an ABM play.
As with any GTM initiative, your mileage may vary. And, as market dynamics change (we hope) for the better, everything can (and probably) will change again.
Good PR isn’t just about making noise. It’s about resonating with your audience, showcasing your expertise, engaging potential customers, building brand awareness, and establishing early-favored vendor status.
In this e-book, you will:
Gain a deeper understanding of PR and the dynamics of earned media.
Set up your PR initiatives for success.
Effectively measure the impact of earned media.
Craft strategies to forge strong ties with editors, journalists, influencers, and analysts (the real power players in PR).
Jumpstart a top-notch PR strategy with the wisdom you already possess.
TPG invests in G&A Partners. The Houston-based PEO announced that the San Francisco, Houston, and Fort Worth-based global alternative asset management firm is investing in the business through TPG Capital, its U.S. and European private equity platform. Terms were not disclosed. Congratulations toJohn W. Allen, Anthony Grijalva, Jr., and the rest of the G&A team! (Press Release)
DailyPay raises $175 million in a mix of debt and equity funding. The NYC-based on-demand pay company secured $100 million of expanded secured credit facility capacity provided by Citi and over $75 million in equity financing, which valued the company at $1.75 billion on a pre-money basis. (FinSMEs)
Kashable raises $25.6 million Series B. The NYC-based startup offers credit and financial wellness products as an employer-sponsored voluntary benefit. (TechCrunch)
Ansel Health raises $20 million. The NYC insurance technology company offers supplemental health insurance benefits to employers and brokers. (FinSMEs)
UpSmith raises $5 million seed round. The Dallas-based startup helps companies recruit, reward, and retain workers in skilled trades. (FinSMEs)
Bluesheets raises $3.5 million Series A. The Singapore startup connects systems and automates workflows for businesses, accountants, and developers with a financial data platform. (Tech in Asia)
Welcome To The Jungle acquires Otta. The Paris-based recruitment platform acquired the London-based provider of a candidate-first job search platform. Terms were not disclosed. (FinSMEs)
zvoove acquires Planbition. The German software provider for the temporary staffing and cleaning industries in Europe acquired the Netherlands-based provider of a flexible workforce management solution. Terms were not disclosed. (FinSMEs)
In Episode 16 of HR Snacks, Jeff Fernandez, the Co-founder and CEO at Dandi, joins our own
Joel Stupka
to discuss how DEI will evolve in the years to come and how infusing diversity, equity, and inclusion in organizations benefits employees AND employers. So sit back, grab some Greek yogurt and your favorite topping, and savor this latest episode.
Around The Shop
Stuff we’re finding interesting right now.
Why tech workers are ditching big cities for Boise. (Wired)
Is Google getting worse? Here’s what leading computer scientists say. (Fast Company)
Why are words like “goblin mode” and “swiftie” spreading faster than ever? Linguists say to ask your teen-age daughter. (NatGeo)
The OG Mac turns 40. Time for reading glasses. (TechCrunch)
That’s it for this week!
Everybody love everybody,
Steve
About The Starr Conspiracy
The Starr Conspiracy is an Experience Agency for enterprise technology companies that are shaping the way people work. Our passion is creating defining moments to transform your business across the Customer Experience spectrum — Brand, Marketing, Sales, Product, and Customer Success.
A great overview of the industry events and key people involved!