GENERATING MAXIMUM ROI FROM THE INTERNATIONAL SUPERCOMPUTING EVENT

When ClearSpeed, a world leader in low power, high performance processor technology, services and solutions, were reviewing their strategy for the key event of their calendar year, they recognized the need for expert assistance to help maximize their ROI from attendance. ELEVATE delivered - by quickly implementing focussed appointment setting and qualification processes and filling ClearSpeed’s diaries for the event.

CHALLENGE

ClearSpeed needed to meet with as many key prospects at the International SuperComputing trade show as they could fit into the three-day event. In previous years, internal sales teams had undertaken the task of conducting outreach to high priority prospects and attempting to schedule qualified appointments face-to-face at the show. They recognized how difficult and time consuming it had proven to undertake this project in addition to their usual workload and decided to look for an expert partner to deliver results faster, more efficiently and without effecting other areas of the sales teams’ focus. They needed to find a partner who could work across both their US and European operations, understand their highly technical offering and communicate their value proposition to C-Level executives.

ELEVATE’s challenge was to utilize their experience and best practices in working on hi-tech trade shows to generate the most successful show ever for ClearSpeed while allowing their internal teams to continue working efficiently on their usual daily activities.

SOLUTION

ELEVATE worked with ClearSpeed to identify their key targets from a list of registrants to International SuperComputing - the key event of the high performance computing calendar.

ELEVATE immediately proceeded to work as a seamless extension to ClearSpeed’s sales and marketing teams, confirming who from each target company was attending the event, qualifying who had the budgetary and decision-making responsibility for purchasing ClearSpeed’s solution and booking appointments with these executives to meet with ClearSpeed at the show.

The solution comprised of:

• Generating intelligence on companies and executives attending the event and qualifying who from the attendees would present a business opportunity for ClearSpeed’s solution.
• Scheduling executive appointments with fixed day, time and venue for during the event.
• Keeping targets warm and engaged in the run up to the event.
• Managing meeting schedules during the event to send reminders to the prospects and to ClearSpeed’s internal teams to minimize any late appointments or no shows.

RESULTS

Using the persistence, persuasion and people skills built up during 15 years undertaking campaigns of this kind, ELEVATE was able to make this year’s SuperComputing event the most successful and most profitable that ClearSpeed had attended. The internal event team were able to stay focused on their work to ensure all logistics and collateral were in place, the internal sales team could maintain their focus working on deals in the pipeline, and ELEVATE took care of filling diaries with qualified meetings for the duration of the event.

The facts:

• Qualified meetings were secured with 23 of the target firms - an appointment rate of 33%.
• Pipeline opportunities were identified from 21 of the 23 meetings held at the event.
• The successful closing of just two of these opportunities represented a return on investment that covered the investment with ELEVATE ten times over.
• The stringent best-practices demonstrated by ELEVATE throughout the process left an imprint of knowledge and experience which ClearSpeed’s management team could draw upon to optimize ROI from future events.

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