Last week we had our first regional user conference, i♥marketing, in San Mateo, California. It was a one-day event, aimed primarily at our customers and partners in the western US. This was our way of showing love to the extended Act-On ecosystem!
The event itself was over-subscribed; we planned for 125 guests and expected 100, but received over 175. In true Act-On fashion, we adjusted by getting creative with seating, ordering more food, and making sure all folks were seamlessly taken care of.
The feedback from the attendees has been resoundingly positive. They told us they learned a lot, and almost every single one of them said that they will attend the next such event held. And we (Act-On employees) learned even more from the attendees and got a better understanding of some of the ways that specific industries use our platform to meet their business marketing objectives.
The event was broken down by a series of keynotes, Rapid-Fire educational tracks, the Birds of a Feather breakout, and open networking in the Genius Lounge and Partner Pavilion. We will be sharing the key takeaways and lessons learned from each Rapid-Fire track in a series of supplemental blog posts that will address all six stages of the lifecycle of marketing:
Attract, Capture, Nurture, Convert, Report, and Expand.
Here are some of the things we learned during the planning and execution of this event: All we had to do was ask.
Several months ago, we started thinking about hosting an Act-On user event and were naturally drawn to the razzmatazz of “rockstar tours,” “nation building,” and hosting a conference for an entire industry rather than our customers. Fortunately we had the sense to ask our customers what they wanted. And they came back with three simple requests:
- Keep it short (ideally a day) because I have real work to do and can’t be gone from the office too long
- Keep it local (within a few hours travel) because I don’t have the time nor does my company encourage long journeys for conferences
- Help me become a better marketer
Those three things helped us create the strategy and plan for all our user events going forward. So not only do we owe all our attendees a big thank you for making this event such a success, but also for helping us craft an event uniquely suited to the sales and marketing people who depend on the Act-On system – and on us.
We look forward to taking i♥marketing on the road and creating a lifestyle event dedicated to making marketers more digitally savvy. Stay tuned for our mid-west and east coast tours!
Headshot of Ari Fefferman courtesy Bluebird Strategies. Conference photos courtesy of Jeffrey Linton Photography