Going digital

We’ve seen lots of events being cancelled over the past couple of months some with the promise of “going digital” as an alternative to the live event itself. This got us thinking at Yellow Spider about what “going digital” actually means. It’s hard to imagine a time when one can simply recreate the face to face experience of a live event with a digital substitute, no matter how advanced it is.

There are some great platforms out there that have rocketed in popularity over the last few weeks that aim to recreate the human experience. They provide a virtual event, presenting content in a compelling way, offer a two-way question and answer facility, some even allow you to request giveaways. A brilliant solution in the absence of a ‘real’ event but how do you gauge an individual’s reaction to a statement or message? How can you see what they are responding to or understand what it is they want to gain by engaging with you?

At Yellow Spider “going digital” means so much more.
There is already an abundance of digital content available in our organisations today so going digital for us means looking at the end to end digital journey, leveraging existing platforms, assets and content to identify, segment and nurture opportunities at all stages of the sales pipeline.

We start with leads and opportunities that already exist. What are these people doing instead of attending trade events? We look at how we can leverage all digital platforms to understand more about the audience’s characteristics, what and how they consume content and how they want to engage.

By understanding how content is consumed we evolve marketing tactics using multi touch digital campaigns to drive awareness and action and gain attention. We look at the complete landscape and create digital content aimed at specific market verticals then formulate campaigns that move those ‘warm’ opportunities through the sales pipeline.

We use digital platforms to gauge interest levels and response rates then feed this information into a lead scoring process. This method of scoring allows us to measure engagement in a campaign and track behaviours and demographics to get a better understanding of the prospect's company and situation.  This helps to define the lead follow up strategy and highlights who needs immediate follow up, who needs to be nurtured and who should be discounted.
 
That work also feeds really well into a virtual event strategy for a more targeted and tailored approach based on interest indicators. And, that is where we believe a virtual event can really make a immediate impact on leads and pipeline generation, much like the physical events that are now on pause.
 
In summary it doesn’t need to just be all about virtual events, there is so much more digital marketing activity that can provide real, measurable results (and generate pipeline). 

Contact us today to find out how we can help your journey to “going digital”.

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​MEET THE AUTHOR: LOUISE BROOKER
Louise is Managing Director and owner of Yellow Spider. Her background includes eight years as a B2B professional services Account Director working with some of the largest tech corporations in the world, and 10 years as Head of Marketing at an IT distribution and integration vendor.  Louise is a subject matter expert on all things Partner Program and Channel related. ​​