By John Lavey | Hammock President and COO

Throughout the COVID-19 pandemic, we have been helping clients maximize their investments in marketing. Many of our clients are used to holding annual conferences in exciting locations and using those times to engage prospects and customers with meaningful discussions. When the coronavirus spread through the nation, many companies faced real questions about how to replace that conference experience.

Spoiler alert: You can’t replace the benefit of face-to-face interactions and the energy those events provide.

However, it’s still possible to host a virtual event and engage with current and prospective customers. One of the most compelling ways clients are pivoting is by sharing their expertise or insights gathered from surveying their audience, then building a webinar or online event where that information is presented.

Gathering insights via quantitative and qualitative research from the audience you would usually have at a conference is a great first step. Asking your audience what they know and then presenting those unique insights via webinar has been successful.

If appropriate, using those webinars as a lead generation tool—live or post-event—can drive great interest and more activity in clients’ sales pipelines.

Takeaway: What can you do to engage your prospects and clients with unique insights? Think about the challenges of gathering insights, analyzing those insights and then preparing an entertaining way to present those insights. And finally, how can this content be used to drive more activity into your sales pipeline?

Image: Getty Images

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