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Welcome to TopicPulse, a blog series about the intersection of Account Based Marketing (ABM), Field Marketing, and Content. Since 2016, BDI has produced 160 B2B events for 36 clients in 33 cities which have attracted 3,657 leaders. Needless to say, we’ve learned a ton about which topics attract attention from business and technology executives. The objective of this blog is to simply share insights so others can benefit from our experience.[push h=10]

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For my inaugural post, I would like to focus on a very hot topic for both IT and business leaders from large organizations: Enterprise Blockchain – Beyond Cryptocurrencies. While cryptocurrencies make up most of the media hype, blockchain has the potential to offer a new method for enterprises and customers to transact. Enterprises are exploring how to utilize the underlying distributed ledger technology to achieve business objectives. Organizations like Microsoft, IBM, HPE, Oracle, SAP and many others are offering Blockchain-as-a-Service (BaaS) to help enterprises by providing an architecture, infrastructure, and resources to maintain and deploy blockchain initiatives.

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The potential impact of blockchain is significant across multiple industries including banking, insurance, healthcare, government, manufacturing, logistics and others. One of the key applications of blockchain is to reduce cost and time related to reconciliation and disputes, resulting in simplified operations. Enterprise-specific challenges to implementing blockchain include integration with data/systems, regulatory issues (especially in financial services and healthcare), auditing/logging, and authentication/authorization.

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As field marketers, we need to get better at the art of using hot topics to attract the attention of our prospects. Instead of leading with the products and services of our companies, smart field marketers are connecting the dots between the most relevant industry topics and their own marketing and sales initiatives.

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At BDI, we have clients who push back when we suggest using blockchain as a field event topic because their current product doesn’t have anything to do with blockchain. While this is understandable, if your company provides enterprise technology products or solutions and you’re not thinking about how blockchain relates to your product pipeline, I’d strongly encourage you to reconsider. Quality field events are not solely about your company and your product. Successful field events are about driving value to your audience AKA your prospects. If you create a forum where you are educating your audience on trending industry issue and providing them with a high value networking experience, your sales team will be in a much better position to build relationships. This approach more potential to result in conversations about solving their business problems with your product, which can ultimately convert them to new customers.

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Here’s the bottom line: topics like Enterprise Blockchain get more of the right butts in seats than fatigued topics such as “digital transformation” and “the cloud”. Our job as field marketers is to attract the right quantity and quality attendees to our events. Successful sales people just need the right circumstances to start relationships and great topics maximize that opportunity.

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ABOUT BDI

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Business Development Institute (BDI) is an award-winning ABM event marketing agency specializing in producing custom, thought leadership driven, client acquisition roadshows called Accelerate Events. Using an ABM approach, we are able to successfully brand our clients as thought leaders in their industry while simultaneously generating qualified leads thorough our Accelerate Events. As a turnkey partner, BDI handles all of the heavy lifting from conception of the program content, to recruiting our client’s qualified buyers, to executing the event day of.

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