Making The World’s Largest Online Sales Event Bigger And Better
InsideSales.com offers cloud-based sales acceleration technology and delivers software and consulting solutions that transform the productivity and professionalism of sales teams. As part of the company’s overall mission, InsideSales.com held a groundbreaking online thought leadership and lead generation event in 2013 – the Inside Sales Virtual Summit – featuring a star-studded cast of sales experts that attracted more than 16,000 attendees from around the world.
As a follow-up to the 2013 event, InsideSales.com recast the event as the Sales Acceleration Summit and assembled the world’s leading experts in sales, marketing and technology, focusing on sales acceleration technology – what it is and why it matters. For 2014, the company needed to deliver this engaging content to an even bigger audience and surpass the previous year’s event in every way, while partnering with a reliable global delivery vendor that could support the large projected attendance.
The Top Minds In Sales + ON24 + Even Cooler Content
The overwhelming success of the previous year’s event meant that the 2014 event had to be even more compelling and raise the bar in terms of attendance. So, the InsideSales.com team built an online conference agenda around the “hot topic” of sales acceleration and included sales experts such as Jeffrey Gitomer, author of “The Little Red Book of Selling,” Jill Konrath, author of “SNAP Selling,” and celebrities like NFL Hall of Famer Steve Young. In all, the 2014 lineup included 80 speakers, and InsideSales.com designed the content to drive even greater participation and engagement from senior executives by offering 15-minute sessions developed specifically for executives and VPs of sales and marketing.
To drive attendance, especially from high-level execs, InsideSales.com began its marketing program with an AdWords search campaign to solicit interest in topics similar to “inside sales,” with a quick call to action, asking people to submit their email addresses to learn more about the industry. From there, the company began an email marketing campaign with more in-depth information to promote the Sales Acceleration Summit and leveraged a combination of Internet search, email and online video over the course of several months to generate interest.
In addition to its innovative content and marketing approaches – along with the stellar speaker lineup – InsideSales.com needed a global platform to deliver the Sales Acceleration Summit, and they chose ON24 for the second year in a row. After an extensive selection process and a successful event in 2013, InsideSales.com knew that the ON24 platform could deliver the scale and global reach that the event needed. The ON24 relationship was continued for a number of other reasons as well, including completeness of vision; Presentation Manager XD; and virtual exhibit booths that could include video, links and downloads, helping InsideSales.com achieve multiple customer touches within the event and more readily move virtual event participants into (and through) the sales funnel.
Increased Attendance, Engagement And Sales
When the final tally was in, more than 20,000 business executives from all over the world joined the Sales Acceleration Summit to learn from the brightest minds in sales and marketing.
What’s more, the variation in content strategy – offering “snackable” and long-form content – enabled InsideSales.com to capture the attention of VP- and C-level executives with short, impactful sessions. Attendees joined multiple online video sessions, and, based on which sessions they attended, sales associates followed up with hyper-targeted packages that sold very well.
Thanks to extensive pre-event marketing and a top-tier program of speakers and content, the Sales Acceleration Summit drew a large and enthusiastic audience. Key stats include:
- More than 20,000 attendees
- 16,000 unique session views
- 6,000 tweets
- 8,000 on-demand views
In addition to drawing a large audience and garnering positive user feedback, the event also scored very highly on engagement, with lively post-session Q&As. The combination of audio and video content supported by the ON24 platform created greater engagement as well.
The Sales Acceleration Summit is available on demand, continuing to generate awareness and leads for InsideSales.com.
“The Sales Acceleration Summit capitalized on the amazing industry buzz and attendance surrounding our inaugural event, fueling our lead generation program. The chat session within the ON24 virtual environment exhibit hall was especially helpful for lead conversion.”
— Ken Krogue, President And Founder Insidesales.Com
How InsideSales.Com Measures Virtual Environment Effectiveness
OBJECTIVE: Follow up a key thought leadership event to drive greater awareness, create industry “buzz,” and generate sales leads while moving existing prospects through the sales cycle.
STRATEGY: InsideSales.com developed the Sales Acceleration Summit, with a star-studded speaker lineup including both sales experts and celebrities like NFL Hall of Famer Steve Young. The lineup included 80 speakers, and InsideSales.com designed the content to drive even greater participation and engagement via 15-minute sessions developed specifically for C-level executives and VPs of sales and marketing. The ON24 platform was again selected – for its global scale, reliability and outstanding feature set.
RESULTS: The Sales Acceleration Summit was a success, with some 20,000 people attending the event. InsideSales.com achieved multiple customer touches within the event, moving event participants into – and through – the sales funnel. Shorter content sessions, aimed at top-tier executives, helped drive interest and engagement, enabling sales associates to follow up with hyper-targeted packages that sold very well.