Times have changed and our clients have adapted with the help of cred’s event management team. Last week, our team completed Bowery Capital’s first virtual event: the 2020 Marketing Summit. After the initial plans for an in-person event to be held in New York had to be scrapped, we shifted gears into virtual-mode and got to work reimagining what these long-running events would look like online. 

The hard work more than paid off last week when the Bowery Capital Marketing Summit kicked off on Zoom with a dozen expert marketers broadcasting to nearly 200 registrants—the largest a Bowery Capital event has ever seen.

To better accommodate the pace of an online event, sessions were condensed to keep the content straight-forward and to the point while still leaving plenty of time for audience Q&A. With seven sessions for this half-day event, attendees gained key insights on a range of topics from scaling your marketing team, what a brand is and how you develop yours, the case for bottoms-up marketing, building an ABM strategy, the role marketing plays during a business pivot, and how retention is becoming the new acquisition

With speakers from Slack, MongoDB, Codecademy, Terminus, Electric, Wizeline, and more, the hands-on experience in the room was as diverse as the topics covered. 

Here are a few key takeaways from the event: 

• Retention is critical. leads will become increasingly irrelevant as budgets adjust to the new economy. In a down economy, retention quickly has a higher revenue impact than acquisition. Retention drives growth.

• Branding is the culmination of many touchpoints your customers’ experience. It includes the messaging, the cadences, etc. and all of that becomes your brand identity. Treat that identity like a person and ask how it can evolve and grow.

• Take care of your users and grandfather people if you decide to raise prices or change models. It’s much easier to get big deals though if you’ve already got pockets of usage.

The 2020 Marketing Summit is in the books but we have three more Bowery Capital Events left this year. Stay tuned for more information on the People & Talent Summit, Sales Summit, and Finance & Ops Summit.

Interested in hosting your own virtual event? Get in touch!