Case Study: Talking Machines (Internet of Things Speaker)
Problem
When you’re already assumed to be the expert on a topic, it’s hard to know which way to turn when you have a question. This is what happened to the marketing team at an industrial conglomerate customer when faced with creating a lineup of speakers for an industry conference they were hosting on the Internet of Things. While the company had incredible talent that would be able to make up the majority of the conference segments, there was a particular area where they didn’t have quite the right person in house to fit the bill and they were running out of time to solidify their program.
Critical Issues
Niche Expertise Urgent Timeline On-Site Availability
The Solution
The marketing team spoke with their Maven Account Manager about how they ideally saw their conference playing out. Through the discussion, the Account Manager was able to understand more about the gaps in the program and used this information to identify and qualify a dozen professionals who would potentially be a good match to speak at the upcoming conference. The team chose to conduct interviews with two of the candidates and ultimately chose one to produce a segment on a particularly niche subtopic of the Internet of Things and come on-site the following week and delivered a speech.
“Our company] has thousands of top experts in this field, but none that are as well versed in this area as the expert that Maven identified for us. His conference segment was tremendous!” – Marketing Director
