MikMak and Profitero

generate high-quality leads at their online event

Key Figures

speakers

day long event

sessions

The context

MikMak provides eCommerce marketing analytics and enablement software to accelerate online sales for brands. Profitero is an eCommerce performance analytics platform.

Together they organize a joint event, called Commerce Live, a virtual conference that brings together 1000s of attendees from across the eCommerce industry and equips them with the knowledge, networking and inspiration they need to drive digital transformation throughout their organizations.

In 2021 MikMak & Profitero chose inwink as their all-in-one solution provider to host Commerce Live.

Objectives

Commerce Live is an event whose main objective is to provide customers and the industry with best-in-class and actionable insights.

It also is a great way for MikMak and Profitero to generate high-quality leads for MikMak and Profitero.

Strategy

MikMak and Profitero were able to reach this double objective, through 4 key success factors:

Communication strategy before, during, and after the event
Onboarding of internal teams
Seamless speaker experience
Driving engagement and maximizing interactivity during the event

COMMUNICATION CAMPAIGNS OPTIMIZED TO DRIVE ENGAGEMENT

MikMak and Profitero made a particular effort in planning ahead and executing their communication campaigns. Emailing campaigns focused on driving registrations started early and included new speaker and agenda reveals. This helped build excitement leading up to the event.

The organizing team made use of the data, segmentation, and emailing tools provided by inwink to segment the audience and customize messaging according to interests, verticals, competitive landscape, position in the event journey.

Registrants who were not able to attend on the day of the event were sent key take-aways from the sessions and invited to watch the relevant sessions on-demand.

INTERNAL TEAMS AS A N°1 COMMUNICATION TARGET

MikMak and Profitero started onboarding internal teams from very early stages of the event organization. Making sure every internal stakeholder understood the goals of the event, how the platform works, their role in operating it, what they need to do and when.

To make the solution accessible and easy-to-use for everyone, the organizing team created onboarding resources in different formats, to accommodate the different ways of learning among the stakeholders and participants.

AN EXCEPTIONNAL SPEAKER EXPERIENCE

The organizing team made it a priority to provide speakers with a seamless, easy, and rewarding experience.

They scheduled a live rehearsal and platform tour well before the day of the event, for every speaker. They were able to use the inwink green room to meet with the speakers in pre-session, in order to test the connection, give last minute advise and crack a joke to make things fun and easy-going.

They also could use the convenient built-in private chat between speakers and moderators to communicate privately during the sessions on timings, questions coming from the audience, switching topics, etc.

DRIVING ENGAGEMENT AND MAXIMIZING INTERACTIVITY

Driving engagement and maximizing interactions among participants were important goals for MikMak and Profitero.

During sessions, they were able to use the inwink chat panel to share links to relevant additional resources to drive more value. Internal teams were briefed to communicate with the audience in the discussion panel.

They also leveraged inwink’s real-time data collection capabilities to identify who was logged in and watching and to send email reminders to those who were not.

The inwink timeline was used to share relevant information to attendees and help them navigate from one session to the next.

Finally, MikMak and Profitero had technical staff on stand-by to troubleshoot the slightest technical challenge the audience might have.

Results