Case Study

Softchoice: Using Events To Drive Value And Growth For Customers

January 1st, 2018
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Lisa Nakano, null
Lisa Nakano
With contributors:
Karen Traikovich , Rachel Birrell

Summary

Events are a core area of investment for B2B organizations, accounting for 20% of organizations’ marketing budgets on average. With events in multiple formats available to potential attendees, organizations are increasingly challenged to differentiate their events and create experiences that attract and resonate with desired audiences. By developing event programs with clear objectives supported by integrated tactics orchestrated across sales and marketing, organizations can maximize the value of their investments in live events. In this case study, we show how Softchoice created a live-event program that drives substantial value for its customers and partners as well as the organization.

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