Published 08/04/2023 at 12:50 PM
Events are strategic tools for companies. It is at these gatherings, 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 do you host an event that delivers relevant results and makes the investment worthwhile?
Sabiá, an agency with a strong presence in the technology sector, has stood out in the market for going beyond off-the-shelf models and offering its clients events that are fully aligned with their business objectives and capable of promoting effective connection with the target audience to generate relevant results.
With expertise in structuring an event from start to finish, Sabiá is responsible for all processes involved in organizing such an initiative: objective assessment, experience design, audience attraction strategy, relationship management with speakers and partners, as well as post-event activities, such as data and information evaluation and support for sales teams.
The projects delivered by Sabiá are mostly aimed at B2B companies with a focus on technology—primarily software and SaaS—looking for complete solutions to hold events in Brazil or neighboring countries in Latin America.
Among the events of 2023, the “ITSM Transformation,” aimed at clients and partners of the Australian software multinational Atlassian, was held in two editions: one in Brazil and another in Mexico. The events drew an audience of over 200 people and were strategically planned to align with Atlassian's business objectives. In the Brazil edition alone, over 300 leads were generated. In Mexico, that number reached nearly 150.
André Palma, partner manager at Atlassian, states that for the company's events to take place, it is essential to understand the expected return on investment and, based on that, define the strategies. Therefore, according to him, Sabiá has become an important partner, especially due to its extensive knowledge in the field.
“Sabiá stands out for having specific knowledge in the technology field, being able to share insights and experiences that succeeded or failed in other events, offering us out-of-the-box ideas,” evaluates the executive.
With many years dedicated to the field, the highly specialized technology market has become Sabiá's expertise, leading to a clear understanding of what this sector's audience expects from these gatherings, ranging from format to content and potential connections.
“We know the market and the profile of tech professionals, which is why we understand how they connect. Therefore, we are able to suggest to the client not only communication actions, but the entire event structure, supporting this company locally, explains Pedro Braga, executive director at Sabiá.
In addition to market understanding, the ability to connect with the company's business objectives and, from there, think about how to measure whether those objectives are being met is another competency of Agência Sabiá that is highly rated by its clients. In this first half of 2023, for example, Sabiá was the agency responsible for all the infrastructure and experiences of “Future Stack,” an event by the multinational technology company 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 event organization.
New Relic Event
Jennifer Merkle, senior director of marketing for the Americas and ABM at California-based New Relic, notes that when she begins planning an event, she immediately thinks about how to measure the business goals to be achieved, whether they involve expanding the sales funnel, generating new leads, or even increasing the number of people using the tool within companies that are already customers. “Before the event begins, it’s important to think about what you’re going to measure. That will guide us in structuring the event as a whole,” she says.
Merkle assesses that although there is an appetite for in-person events in the post-pandemic period, marketing professionals need to consider that there are many events competing in the same line of initiatives. “We have to give a reason for the customer to come to our event, which is why we strive to make unique events,” commented the executive.
Content curation and communication with clients and partners
The relationships between partners, sponsors, and suppliers also fall within Sabiá’s scope of operations. For example, the Atlassian events produced by Sabiá this year focused on raising the profile of the multinational’s partners in Brazil and Mexico. To that end, these partners presented success stories related to the multinational’s solutions and how they led to significant changes for their clients, which are generally major industry players.
To ensure the presentations had an impact on the audience, Sabiá's team curated the content, supporting the partners during the presentations and extracting the best cases to be presented. The materials were also adapted for a non-specialized audience. According to Sabiá's account executive, Aline Mariano, the goal was to make the presentations accessible also to Human Resources or Marketing teams, for example, who do not have technical knowledge of the solutions, but often play a decision-making role in evaluating corporate tools and want to understand how they can be applied in their departments and bring daily improvements.
“These types of content are quite specialized, but we have a highly qualified team that is able to make the materials more accessible so that other professionals can understand them. We did a connection work with Atlassian partners to support them in these presentations and extract the best cases to be shared, explains Mariano.
Communication kit
The event landing page and the production of communication materials for promotion on LinkedIn and the client’s and partners“ channels are also important support areas in organizing an event. The ”promotional toolkit,” which includes a variety of materials so that each partner can use them on the most effective channels, proves to be a powerful tool for effectively attracting the desired target audience to the event.
“We managed to adapt the pieces for each partner so that the event's target audience is attracted more assertively. And the result has been quite positive, reaching an extremely qualified audience,” Mariano stated.
