How Did A Company Get 90% of Their C-Level Audience To Commit?

February 1, 2013 — Leave a comment

imagesOne of my clients in Tampa just completed a very successful marketing event…in fact, 90% of the CIOs who attended this lunch meeting signed up to have their data center infrastructure assessed.  How did they do it?

In this case they had a former CIO do the speaking.  Understanding the pressures on the CIO role is critical – things are rapidly changing for IT leadership.  Every day the CIO journal (your are reading this, right?) is reporting on trends that are forcing CIOs to become business level participants.  Rather than focusing on 5 9s up time and the next major OS upgrade, the new CIO has to be thinking, “How does my company become the next Amazon.com?”

At the end of their presentation they offered a complementary assessment.  It’s important to note that this assessment is not really free – it’s complementary.  In other words, it has value and is worth paying for.  But as I explained to a senior VP of sales the other day, the trade off may be months of courting a new company.  Which is cheaper, two or three days of intense assessment work, or 3 to 6 months of lunches and golf outings?  They quickly agreed, the assessment makes sense.

You can find out more on how to put together an event like this – my new guide to Event Marketing is available right here in an ebook format (CLICK).

© 2013, David Stelzl

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