This document summarizes a 90-day experiment by Verizon to host informal events to engage with next-generation customers and demonstrate industry insights. The events targeted two different types of executive buyers. Successful events had around 50 RSVPs and 20 attendees on average. Over the 90 days, the events generated 205 registered members, 6 events with 9 speakers, and 3 qualified leads. The document recommends next steps like identifying an executive sponsor and better integrating the efforts with corporate marketing.

1. A 90 day experiment in customer ecosystem
development
Verizon TechMixer
david.christophersen@gmail.com

2. Mission
Host an informal event for socializing
and engaging with next.gen
customers by demonstrating thought
leadership and industry insights
resulting in new sales of Verizon
solutions
Working to become trusted advisers !
Generate
Leads
Strengthen
Relationships
Build
Credibility

3. Two Models of an Executive Buyer
CIO
55 yo
10,000 employees
Insurance Company
CEO
25 yo
1 employee
SaaS Platform

4. They engage differently
• Trade shows
• Vendor meetings
• Industry press
• Peers
• Judges credibility by
industry reputation

5. Next.Gen buyers are impatient
• Relies on Social Media
• Wants direct engagement
with vendor resources
• Doesn't like sales people
• Rarely attends trade shows
• Judges credibility by
technical prowess

6. Next.Gen selling is about
the social capital of your
personal brand...

7. Successful Events
Event Date Speaker RSVP/Show
Banking and
Bitcoin
Jan 2013
Roman Shlytman
CEO Bitfloor.com
37/12
Verizon Ventures Feb 2013
Mark Smith
Exec Director
51/25
SmartGrid with
ConEdison
Mar 2013
Col Smart
Group Manager
49/20
MongoDB for
Finance
Mar 2013
Matt Kroll
Sales Manager
55/14
Big Data Analytics
with Pentaho
Mar 2013
James Dixon
CTO
50/17
Global Submarine
Cables
Apr 2013
Cevdat Mehdi
Network Planning
60/25

9. Attendees

10. Demographics
Age Range 25-55
Roles
Engineers,
Technical Management, Analysts
Verticals Finance, IT, Utilities
Top Titles SVP, VP, Director

11. 22%
78%
Returning New
Meetup.com/Verizon-TechMixer
Jan-Apr 2013
Total
Visits
Unique
Visits
Avg
Duration
Page
views
1,659 405 5:43 4,798
0
25
50
75
100
iPad iPhoneBlackberry Droid Samsung
Web Site Results

12. 90 Day Results
Registered Members 205
Events 6
Speakers 9
Qualified Leads 3
Average Cost Per Event $50

13. Next Steps...
1. Identify executive sponsor
2. Establish off-site location for events
3. Integrate efforts with corporate marketing
4. Determine best method to manage
qualified leads