Navigate Unlimited: event and thought leadership
Who is Navigate Unlimited?
Navigate Unlimited is a specialist consultancy who help organisations to choose and use the right marketing technology. They work on an agile basis and offer a range of services that can be bought as modules to suit the needs of their clients.
What were the challenges?
Navigate Unlimited’s target audience are digital marketing specialists who are faced with a baffling array of technologies, platforms and systems. During 2017, that landscape was further complicated by the impact of the impending GDPR regulations.
Although they boast a wealth of expertise and the agency is part of a large, high profile group, this marketplace is dominated by extremely large, well-established consultancies and Navigate Unlimited wanted to establish themselves as a viable, credible alternative offering expert service on a modular basis.
We came on board as Navigate Unlimited’s business development partner in 2016 and our first task was to scope out the market and understand the audience. We worked with their team to establish buyer personas and then spent time in research, identifying organisations of the appropriate size and type. We tested various approaches as part of a pilot project and it became clear that the most effective means of engaging the audience was via thought leadership events.
Our clients developed a series of high quality, engaging presentations on key topics relevant to their offer and of keen interest to the target audience. The content was technical, targeted and topical and the event content was supported by several white papers. We took responsibility for delegate acquisition and for engagement pre-event and follow up post event. Even where prospects were not able to attend the events, this valuable technical content enabled us to maintain dialogue with the target audience and to differentiate ourselves from those simply wishing to sell to them. We developed strong, friendly, ongoing dialogue with many of the target audience and our clients were able to get valuable face to face contact with prospective customers.
Using the event programme as the mainstay of a contact programme we were able to support the client in building a valuable sales pipeline of warm, engaged prospects.
We are now in the planning stages for a programme of events to run throughout 2019.