The Sabiá way of organizing events aligned with the client’s business objectives
Discover Agência Sabiá’s expertise in holding events in the B2B market with a focus on technology, attracting decision-making and highly specialized audience, not only in Brazil, but in neighboring countries in Latin America
Events are strategic tools for companies. It is at these meetings, which can be held in the most varied formats, that companies and professionals connect, expand relationships, learn about products and services and drive new opportunities. But, how can you hold an event that promotes relevant results and makes the investment worth it?
Sabiá, an agency with a strong presence in the technology sector, has stood out in the market for going beyond ready-made models and offering its clients events fully aligned with business objectives and capable of promoting an effective connection with the target audience to generate relevant results.
With expertise in structuring an event from end to end, Sabiá is responsible for all the processes that involve the organization of an initiative like this: the evaluation of objectives, the design of the experience, the public attraction strategy, the relationship with speakers and partners, in addition to post-event, such as data and information evaluation and support for sales teams.
Most of the projects delivered by Sabiá are aimed at B2B companies with a focus on technology – mainly software and SaaS – that are looking for complete solutions for holding events in Brazil or in neighboring countries in Latin America.
Among the 2023 events, “ITSM Transformation”, aimed at customers and partners of the Australian software multinational Atlassian, was held in two editions: Brazil and Mexico. The events were attended by more than 200 people and were strategically planned so that they were aligned with Atlassian’s business objectives. In the edition held in Brazil alone, more than 300 leads were generated. In Mexico, that number reached almost 150.
Operations Director Vanessa Sensato, Executive Director Pedro Braga and Account Manager Aline Mariano, respectively, at the ITSM Brazil Transformation event.
André Palma, partner manager at Atlassian, states that to hold events at the company, it is essential to understand the expected return on investment and, therefore, define strategies. For this reason, according to him, Sabiá has become an important partner, especially due to its extensive knowledge in the area.
“Sabiá stands out for having specific knowledge about the technology area, being able to share insights and experiences that have or have not worked in other events, offering us ideas out of the box”, says the executive.
With many years dedicated to the area, the highly specialized technology market has become Sabiá’s expertise, leading to a clear understanding of what the public in this sector expects in these meetings, from format to content and possible connections.
“We know the market and the profile of technology professionals, so we understand how they connect. This way, we can suggest to the client not only communication actions but the entire structure of the event, supporting this company locally”, explains Pedro Braga, executive director of Sabiá.
In addition to understanding the market, the ability to connect to the company’s business objectives and, from that, think about how to measure whether the goals are being achieved is another skill that Agência Sabiá highly values among its clients. In the first half of 2023, for example, Sabiá was the agency responsible for the entire infrastructure and experiences of the “Future Stack”, an event by the technology multinational New Relic, which took place in São Paulo. With a large part of the team located abroad, Sabiá was the main point of contact in Brazil for the entire organization of the event.
Jennifer Merkle, senior director of marketing for Americas and ABM at New Relic, based in California, says that when she starts designing an event, she immediately thinks about how to measure the business objectives to be achieved, whether they be expanding the sales funnel, gain new leads or even increase the number of people using the tool within companies that are already customers. “Before starting the event, it is important to think about what you will measure. This will guide us in structuring the event as a whole”, she comments.
Merkle assesses that although there is an appetite for in-person events post-pandemic, marketing professionals must consider that many events compete in the same initiatives. “We have to give the client a reason to come to our event, which is why we try to create unique events”, commented the executive.
Content curation and contact with customers and partners
Connections between partners, sponsors and suppliers are also within Sabiá’s scope of action. For example, Atlassian events produced by Sabiá this year focused on giving visibility to the multinational’s partners in Brazil and Mexico. To this end, these partners presented success stories about the multinational’s solutions and how they resulted in relevant changes for their clients, generally big names in the industry.
For the presentations to impact the public, the Sabiá team curated the content, supporting partners in the exhibits and extracting the best cases to be presented. The materials were also adapted for a non-specialist audience. The proposal, according to Sabiá’s account assistant, Aline Mariano, was to make the presentations also accessible to Human Resources or Marketing teams, for example, who do not have technical knowledge of the solutions but who often have a decision-making role in evaluating the corporate tools and seek to learn how they can be applied in their departments and bring improvements to their daily lives.
“These types of content are quite specialized, but we have a highly qualified team that can make the materials more accessible for other professionals to understand. We worked to connect with Atlassian partners to support them in these presentations and extract the best cases to be shared”, explains Mariano.
Communication trousseau
The event landing page, production of communication materials for activation on Linkedin, and customer and partner channels are also essential for organizing an event. The “promotions trousseau”, with variations of pieces so that each partner can use them in the most efficient channels, is a powerful tool in assertively attracting the desired target audience at the event.
“We adapted the pieces for each partner to attract the event’s target audience more assertively. And the result has been very positive, with the reach of an extremely qualified audience”, stated Mariano.
Journalist and graduate in Digital Marketing. She previously worked for various media organizations in the interior of São Paulo as a reporter and editor. Currently, she works in press relations, content production and social media management in educational projects and at the Universidade Estadual de Campinas (Unicamp).