Meeting automation platform SummitSync has introduced a partnership with Conversica, a number one developer of conversational AI assistants for companies. The partnership is targeted on utilizing know-how to automate lead engagement and follow-up particularly for occasion entrepreneurs who leverage conferences and commerce reveals within the B2B house to fulfill with prospects and purchasers.
ClickZ spoke with Al Torres, SummitSync’s president and co-founder, to be taught extra about their know-how and get his ideas on the impression of this new partnership with Conversica.
Martech for occasions
SummitSync was launched slightly below 4 years in the past with the premise that, within the B2B world, going to commerce reveals and conferences is a useful strategy to meet individuals head to head.
“We asked the question, how can you use software to drive more of offline relationships?” Torres defined. “Meetings aren’t necessarily held in person anymore, so how do you use software to drive in-person meetings? We found that there was often a disconnect between sales and marketing teams. Sales teams are focused on closing the deal. Marketing teams are focused on proving that a given event adds value. Trying to put these two things together was always very cumbersome.”
SummitSync was constructed to assist companies enhance the variety of conferences they conduct at varied occasions and supply concrete monitoring to assist decide if an occasion drove income.
“Most events are focused on driving interactions with clients and prospects,” says Torres, “because in the B2B world, when you’re spending $100,000 or more on software, you want to know who you’re working with.”
Using software program to facilitate in-person conferences
PricewaterhouseCooper (PwC) just lately reported that about 23% of B2B advertising and marketing budgets are allotted to occasion advertising and marketing, which is a separate line merchandise from different sorts of advertising and marketing.
“For many of our clients, that number can be as high as 40%,” Torres says. “It’s probably the most difficult tactic to track in terms of an attribution model. With offline meetings and events, you can track KPI’s around leads, but tracking revenue or value six months after an event is a difficult and manual process and you’re probably losing a lot of data long the way.”
SummitSync’s partnership with Conversica focuses on leveraging conversational AI assistants to assist enhance the variety of conferences that happen at a present by utilizing the software program to determine and interact with prospects.
“Companies use their sales teams to drive meetings at events and marketing teams to alert people about their presence at a show,” explains Torres. “We wanted to use technology to streamline this process so that businesses could increase the number of meetings that are happening at a given event.”
Match for occasion advertising and marketing
In early testing with Conversica, Summitsync noticed a Three-5x enhance within the variety of conferences booked when utilizing AI assistants, a instrument that works 24/7 to interact with prospects and purchasers in an effort to ebook the meeting.
“Conversica’s AI Assistant does the actual outreach in an automated fashion,” Torres defined. “AI augments the sales development function without replacing the salesperson.”
The steps look one thing like this:
- Conversica identifies and reaches out to prospects and purchasers to arrange the meeting.
- SummitSync assists with the logistics of meeting arrange: reserving the meeting, redirecting individuals to completely different sources on the occasion, and speaking important data to gross sales (e.g., who am I meeting with, what ought to I be asking, and many others.)
- Post occasion, SummitSync strikes the meeting knowledge right into a CRM instrument like Salesforce for applicable attribution.
- Conversica comes again into play to do an automatic follow-up.
The PWC research revealed that about 87% of occasion conferences should not adopted up on, a staggering quantity. Most of the time, these leads get dropped.
SummitSync’s partnership with Conversica is about rising the general worth of an organization’s funding in an occasion and ensuring that leads don’t fall off after the occasion.
Andrew McCraith, Conversica’s VP of Business and Corporate Development, places it like this:
“Together SummitSync and Conversica solve a critical problem marketers face in maximizing their trade show ROI. SummitSync’s Meeting Automation Platform does the heavy lifting to identify targets to invite and the autonomous Event AI Assistant powered by Conversica works persistently yet politely to engage with those contacts to drive attendance and book meetings onsite for salespeople. By tracking those meetings and providing post-event follow-up, our customers further maximize the benefits generated and attributed to the event. Ultimately, vendors are able to ensure attendees have progressed on their customer journey and come away from an event knowing their time was well spent.”
Looking towards the way forward for martech for occasions
SummitSync at the moment has no direct opponents who’re targeted on bettering occasion advertising and marketing efficiency.
“There are companies in the conversational marketing space such as Drift, Intercom and HubSpot,” says Torres. “These are marketing and outreach automation tools that help filter through the noise from an outreach perspective. From the meeting software and sales enablement side, our only competitor is Jifflenow. In the event space, you have companies like Cvent that focus on booking meetings. But there’s no solution that combines all three functionalities and is focused on improving event outcomes.”
SummitSync at the moment works predominantly with tech firms targeted on 4 B2B verticals—IT/Security, Media & Marketing, Finance, and Healthcare.
Torres clarified that SummitSync will not be making an attempt to exchange the HubSpots and Marketos of the world. They have integrations with these firms in addition to Eloqua from the advertising and marketing automation aspect of issues. From a CRM perspective, they’re nonetheless evaluating which CRMs to give attention to subsequent.
“We have a standalone version today that some of our clients use, but we’re looking into integration with other CRMs like Sugar and MS Dynamics.”
One of the issues that Torres highlighted is the worth of SummitSync’s integration with Salesforce. Integration usually occurs in lower than 24 hours and may typically take lower than an hour. They put numerous effort and time to make this integration as seamless as attainable and are targeted on sustaining this stage of buyer success throughout any future integrations.
Global occasions advertising and marketing is a trillion-dollar market. And knowledge reveals that the variety of occasions are rising and that attendance at reveals is rising too. Per Torres:
“In the B2B space as a whole, this is one of the differentiators. Getting in front of people is one of the key components in the B2B world that actually closes the deal. You need to be there. Events are a perfect way to get in front of multiple prospects and clients all at one time.”