Optimizely wanted to engage on a more intimate level with decision makers within their customers and prospects to help embed experimentation in the core of their business critical strategy.
Ultimately we created 2 VIP sub-brands. One for C suite exes called Business Innovation Group and one for practitioners called Business Innovation Lab.
Once we had created the sub-brand look and feel, we worked with Optimizely to devise and deliver a range of events for both audiences ranging from small, hands-on, practical events for the practitioners to high-end, VIP, exec events with top-rated guest speakers and keynotes.
Working with sales, an account based marketing approach was used for key accounts to ensure maximum engagement.
High attendance figures across all events with some great feedback post event.
Rory Sutherland’s key note was clearly a highlight for the Business Innovation Group – we were over subscribed for it – was it him or the incredibly glamorous location or the amazing content?
We like to think it was a heady combination of the lot.