Impact Point Group - Thought Leadership Campaign of the Year
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 - Thought Leadership Campaign
Specify the date on which this campaign or program was launched: April 2020
A dedicated team of advisors and analysts at Impact Point Group do a robust audit of 80+ enterprise-level events in the technology space, continually updating theDigital Event Forecastas 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.
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. This shift in focus enabled the company tobe positioned as digital event experts, and maintain complete business continuity despite the pandemic by providing digital event strategy services to retain existing clients and procure prospects.
As experts in the event industry Impact Point Group knew that brands must pivot fast in order to retain their audiences and come up with new platforms and approaches to support their long-term strategies—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 have been able to keep 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.
Initial campaigns with our early DEF versions were limited to social only and personalized emails. Beginning with our September 2020 edition (V3), we began a robust digital marketing campaign that consisted of email campaigns, social marketing, and a few direct readouts.
At our highest point, we had the following results:
- 227 webpage or blog sessions
- 28 new contacts
- 21 closed deals
- 1510 Influenced contacts to closed business
- $1.8m influenced revenue - touchpoint to closed revenue
- 355 landing page views
- 104 downloads
- 3,638 emails sent with a 28% open rate
- 44 organic social views
- 7+ client & prospect readouts including Google, Coupa, ServiceNow, Cisco, Atlassian, and industry associations TEMSC, and Event Content Council.
Reference any attachments of supporting materials
Attached are all five of the final Digital Event Forecasts. This is the final product that is 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 everyone along with executive insights and actionable takeaways.