How to Create Connected B-to-B Technology Experiences - Kate Lechowicz, VMware
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Great marketing interactive technologies that don’t merge together to tell a compelling story can do more harm than good. Learn how to develop a discerning eye for the specific types of cutting-edge ideas and fresh technologies that will work best to drive your marketing objectives—and how to connect them all together in a way that feels authentic to your brand and seamless for your audience. This session will take you around the world for a sneak peek of VR, AR, AI & advanced 3D printing, you’ll learn from real-world examples how to pick the right tools and apply the best combination of new technologies at your b-to-b events & campaigns to create seamless narratives, shareable moments and thoughtful attendee experiences that make an impact. This truly interactive presentation will also share the smartest tactics that today’s marketers can use to sear live engagements into long-term memory.
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How to Create Connected B-to-B Technology Experiences - Kate Lechowicz, VMware
- 1. Kate Lechowicz HEAD OF EVENTS, EMEA MARKETING VMWARE LONDON, UK ~ SEPTEMBER 4 - 5, 2019 DDIGIMARCONUK.CO.UK | #DigiMarConUK DIGIMARCONIRELAND.IE | #DigiMarConIreland How to Create Connected B-to-B Technology Experiences KEYNOTE
- 2. How to Create Connected B-to-B Technology Experiences DigiMarCon UK 2019
- 3. The Business Event Company ©The Business Event Company © 31mn Facebook posts 600k Tweets 300 hours of video uploaded on YouTube 8mn Google searches 400mn emails sent In the next 60 seconds…
- 4. The Business Event Company ©The Business Event Company © % Forbes less than
- 5. The Business Event Company ©The Business Event Company © Information is the oil of the 21st Century, and analytics is the combustion engine. Peter Sondergaard. Gartner Research
- 6. The Business Event Company ©The Business Event Company ©
- 7. The Business Event Company ©The Business Event Company ©
- 8. AI is the planet we’re headed to. Machine learning is the rocket that’s going to get us there. And Big Data is the fuel.
- 9. About Technology? About People! SO IS THE FUTURE OF MARKETING Cost Centers Revenue Centers TECHNOLOGY IS KEY FOR MARKETING TEAMS
- 11. 2 MAKE TECHNOLOGY YOUR ALLY Virtual Reality Augmented & Merged Reality Artificial Intelligence Wearables Internet of Things
- 12. SUCCESSFUL ENGAGEMENT STRATEGY PS: Make it FUN! It’s simpler that you think! 1 Be creative! Be bold! 2 3 Don´t repeat! Your customers are smart - be smarter! 4 Always look at the entire engagement cycle! 5 DON´T FORGET TO HAVE A STORY!
- 13. Why mapping the most effective AI/VR/AR technologies for marketing across the customer lifecycle is important?
- 14. It will allow you to do more designed interactions rather than just the mechanics of marketing
- 15. IDEAS THAT WORKED EXTREMELY WELL 3D Print Billboard Messages Augmented Reality Virtual Reality Internet of Things
- 16. MINI-ME CAMPAIGN - PERSONALIZATION IS A KEY! BUT THERE IS MORE! Overloaded with workloads? We can speed your business! Like there would be 2 of YOU! Visit us @ our booth & take a picture / come back and pick up your Gift Box How is your MiniMe supporting you @ your everyday work? Show us @Facebook & win
- 17. The Business Event Company ©The Business Event Company © MiniMe – HUNDREDS OF SOME ENTRIES !
- 18. MiniMe – FACEBOOK ENTRIES! Andrew, UK 16U and only 12TB! We should have bought a NetApp... Richard, UK My mini-me helps me swap disks and allows me to concentrate on having a well earned coffee break :-)
- 19. EXCITEMENT NEEDS TO LAST LONGER! Marcus, UK My MiniMe provides the spark inspiration to get stuff done at lightning speed ... Richard, UK My MiniMe even attends meetings on my behalf - making my job easier!
- 22. AUGMENTED REALITY PRODUCT APPS
- 23. SUCCESSFUL VR CAMPAIGNS Can be done on budget! If you have limited funds, use the existing 360’ videos/ 3D content or licenced experiences – but make sure there is a tight connection to your own story! Use VR/ AR to bust your Social Engagement (share competition boards online) It is not about how many people will try – it is how many will remember! 1 2 3
- 24. VR CAMPAIGNS
- 27. SoMe/ Paid Social / Channel Partners / Video intro Not only booth presence counts - “See & understand more” – Oculus Rift as a price to be won during speaking sessions / HOLs/ etc. “What’s the best experience you have seen with your new set of glasses? 1 2 3
- 28. Our recent campaign Direct connection to our messaging & portfolio Google Tilt Brush “Does your Data Center of the future exist yet? If NOT - Design IT!” ARTS TECH MAGIC
- 31. IoT Live Demos Customer benefits Quick Learning Session Access to real time data Superb & powerful visualisations Great Coffee! NOT AN ORDINARY COFFEE BREAK.. 1 2 3 4 Understanding how IoT solution works
- 32. IoT Live Demos Customer benefits Quick Learning Session Access to real time data Superb & powerful visualisations Great Coffee! 1 2 3 4 TRAIN 4.0 Understanding how IoT solution works
- 33. But not every company needs an AI plan now. AI should be brought in when a company is aware of specific need or processes they want to scale Marketers must embrace the benefits AI/VR can provide as well as look for new and creative ways to make this technology work to their, and their customers’ benefit. When Considering AI Goals, Companies Should Be Realistic And Pragmatic!