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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 4,000+ 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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My inaugural post was on Enterprise Blockchain – Beyond Cryptocurrencies. You can check that out here. Today, I’d like to focus on Enterprise Artificial Intelligence (AI). Enterprises are currently exploring how to use AI to improve decision-making and customer experiences. While the media hypes the promise of wide scope AI, smart enterprises embrace very specific opportunities consisting of narrowly focused machine-learning solutions that target a particular task. Large organizations are experimenting with cognitive services that use deep learning algorithms to deliver insights from massive amounts of structured, semi-structured and unstructured data. This is happening across all industries.
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As Field Marketers, we need to connect our content to important hot topics like Enterprise AI to attract the attention of senior decision-makers. Ask your senior leaders and product teams to explain how AI relates to your product roadmap. Get their insights on how your product and company are positioning themselves with artificial intelligence.
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Let’s put ourselves in the shoes of a Fortune 1000 CIO for a minute. Think about how many invitations they get to events. How are you going to differentiate your invitation vs the others? At BDI, the data is clear. The hottest topics- such as AI or Blockchain- will receive more response and more event registrations than tired topics- such as digital transformation or cloud. The reason is simple. These leaders are responsible for setting their company’s strategy, and they’re looking for valuable educational and networking experiences that will help them do so. Our job is to provide events with programming that will help them achieve this goal. Then they will be warm and give permission to sales to build relationships and eventually sell to them. It’s all about their needs, not ours.
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Please comment below to let us know if you agree, disagree or have any questions.
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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.[push h=10] |
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