Company: Impact Point Group, Denver, CO
Company Description: Impact Point Group is a boutique consultancy that blends the art of imaginative experience design with the science of strategic planning and measurement.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Services
 Nomination Title: Impact Point Group
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated thought leadership campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Specify the date on which this campaign or program was launched:
Total 23 words used.
The new Quarterly Event Insights editions launched in March 2022. It was born from the original Digital Event Forecast which began June 2020.
- Describe the development of the campaign or program: the planning process, the goal setting, the subject and content development, the scheduling, etc. (up to 250 words):
Total 226 words used.
A dedicated team of advisors and analysts at Impact Point Group do a robust audit of 100+ enterprise-level events in the technology space, continually updating the Quarterly Event Insights as a compass for their clients and industry leaders to use as they plan for the next few months and beyond.
The process begins with identifying which events to audit, from there the team is assigned which they will cover. Between the 20-plus years of experience from the team and the compiling of insights and consistent data, the team starts to identify outliers, themes, and data points that begin to tell a cohesive story. The team also uses case studies from their current clients along with qualitative data to see what is different, what are best practices, and what’s changed since before. The team also goes into the audit with an understanding of their current clients' challenges and looks for solutions or takeaways that will directly improve their clients' upcoming events.
The goal is to identify tactics and themes from these events, whether good or bad, and build out a cohesive story of the current event landscape that clients can learn from, implement into their own strategies and ultimately be in the know of the best practices and current industry climate. Additionally, they are able to use the data and their experience to include insights and recommendations.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 87 words used.
Attached is the last Digital Event Forecast (July 2021) and the three Quarterly Event Insights in 2022. These are the final products that were shared with clients and the industry. By reviewing these reports you can clearly see the deep insights and research that have gone into each and every one along with executive insights and actionable takeaways. You can also see the transition of this Thought Leadership deliverable that provided the information that our clients and the industry desperately needed in a time of big transformation.
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 246 words used.
As the global pandemic systematically decimated the events industry, and most event agencies were undergoing layoffs, furloughs, and salary reductions, Impact Point Group, under Erica and the team's leadership, quickly transitioned the company focus in March of 2020 to provide in-depth analysis, recommendations, and strategies for digital and remote events. The company began publishing its own thought leadership in the form of a Digital Event Forecast in mid-2020, and with the return of in-person events in early 2022, the publication shifted to a Quarterly Event Insights in Q1 2022. This shift in focus enabled the company to continue to be positioned as digital event experts, and with the return of in-person events allowed for both, providing insights into new ways of returning to being together again to retain existing clients and procure prospects.
As experts in the event industry Impact Point Group knew that brands had to pivot fast early on in the pandemic and then again when returning to in-person in order to retain their audiences and come up with new platforms and approaches to support their long-term strategies both digitally and in-person—and their bottom lines but don’t have the luxury of time to do the research. By creating a dedicated team to research and build these reports quarterly they kept clients up to date with the latest event trends, in-depth metrics, and solutions giving their clients the runway and insights to implement their findings into their upcoming events and ultimately helping their bottom line.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2021. Even if your initiative started before July 2021, limit your response to activities and results since the beginning of July 2021 only (up to 250 words):
Total 133 words used.
Continuing with our efforts that consisted of robust digital campaigns that began with our Digital Event Forecast in September 2020, we saw the following results with our transition to the Quarterly Event Insights that began in Q1 2022. This consisted of email campaigns, social marketing, and a few direct readouts to clients and prospects.
In 2022, we had the following results over the four Quarterly Event Insights editions:
- 133 webpage or blog sessions
- 198 new contacts
- 23 closed deals - touchpoint to closed/won deal
- $3.7M influenced revenue - touchpoint to closed revenue
- 1670 landing page views
- 133 downloads
- 5613 emails sent with a 9.41% CTR
- 3+ client & prospect readouts including Google, ServiceNow, Cisco, and industry associations such as the Event Content Council.
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