XPON is an Australia-based cloud and marketing technology company that helps businesses understand customer data better. As a certified GMP and Premium Google Cloud partner, the company deploys its technology and expertise across ad tech, martech, and digital experience to help customers, colleagues, partners, and communities unlock exponential growth.
To generate registrations and attendees for XPON’S Google Cloud Hybrid Event “Beyond the cookie: How to enhance marketing insights with first-party data” through consistent and engaging outreach marketing methodology. This one-of-a-kind event was conducted in Google Sydney’s office along with a virtual hosting done on Google Meet for attendees from Australia [outside of Sydney] and New Zealand.
In tune with the latest developments in marketing, XPON wished to conduct a Hybrid event on how third-party cookies have been deprecated in recent times to be replaced by first-party data sources that activate data-driven marketing campaigns and accurately measure performance.
To ensure their Google Cloud Hybrid Event garners the right traction, XPON approached the Smarketers’ team to undertake marketing activities on the brand’s behalf and generate registrations and attendees both within and outside Sydney.
The company's biggest challenge was unforeseen circumstances leading to a delay in the event date, causing last-minute dropouts. The sudden reduction in the number of attendees, specifically for the in-person event in Google’s Sydney office, derailed XPON’s fervor.
Since Smarketers had been working on the lead generation campaign for a long time, it didn’t take long for the team to revamp the entire ad campaign, including updating event links, informing attendees, and changing the event’s landing page information. The Smarketers team successfully got 60+ MQLs for the event.
To generate registrations and attendees for XPON’S Google Cloud Hybrid Event “Beyond the cookie: How to enhance marketing insights with first-party data” through consistent and engaging outreach marketing methodology. This one-of-a-kind event was conducted in Google Sydney’s office along with a virtual hosting done on Gmeet for the attendees coming from Australia [outside of Sydney] and NewZealand.
In tune with the latest developments in the field of marketing, XPON wished to conduct a Hybrid event on how third-party cookies have been deprecated in recent times to be replaced by first-party data sources that activate data-driven marketing campaigns and accurately measure performance.
To ensure their Google Cloud Hybrid Event garners the right interest, XPON approached the Smarketers’ team to undertake marketing activities on the brand’s behalf and generate registrations and attendees within and outside Sydney.
The company's biggest challenge was unforeseen circumstances leading to a delay in the event date, causing last-minute dropouts. The sudden reduction in the number of attendees, specifically for the in-person event in Google’s Sydney office, derailed XPON’s fervor.
Since Smarketers had been working on the lead generation campaign for a long time, it didn’t take long for the team of experts to revamp the entire ad campaign, including updating event links, informing attendees, and changing the event’s landing page information. Through dampened enthusiasm, the Smarketers still managed to get 60+ MQLs for the event.
We built a comprehensive marketing outreach strategy consisting of several lead-generation activities, including
We built a comprehensive marketing outreach strategy consisting of several lead-generation activities, including -
Our team hand-held the entire event, continuously monitoring and solving any technical glitches, collecting audience questions, and ensuring all attendees have a seamless experience.
The Smarketers team did not limit their efforts only to the event. For people who registered and attended the event, our team sent out two post-event emails: an email showcasing gratitude for showing up and participating in the event and a webinar recording link for future perusal.
Further, we leveled up the game by nurturing non-attendees with an on-demand video strategy. For people who registered but could not attend the event or potential leads who did not engage at all, we sent out an on-demand video, encouraging them to look at the video to understand the evolving challenges of data privacy and implementing a first-party data strategy.
Other non-measurable metrics that were impacted: Interest from Influencers and Decision-makers of new accounts, Brand awareness & Thought leadership.
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