In today’s competitive landscape, virtual events have become a powerful channel for CMOs and executive sales teams to generate pipeline, build brand authority, and cultivate meaningful customer relationships. However, standing out from the sea of basic virtual field marketing events requires a differentiated, immersive experience that engages high-value audiences. Here’s how to lay the groundwork for a virtual field marketing event that delivers:
Beyond Demographics: Anticipate and Address Objections
Virtual field marketing planning guides often stress the need to “know your audience,” but fall short in explaining how to actually apply this knowledge. What does audience understanding truly entail, and how can you translate it into practical strategies for a successful event?
Knowing your audience goes beyond simple demographics. It’s about understanding their pain points, their hesitations, and the objections they might bring to the table.
- Dig Deeper: What keeps your audience up at night? What are their biggest challenges related to your industry or product? Conduct pre-event surveys, polls, or even short interviews to gather these insights.
- Categorize Concerns: Group common objections into themes. Are they primarily concerned about pricing, implementation, integration, support, or something else entirely? This will help you structure the agenda and design of your event to address these concerns head-on.
- Develop Targeted Content: Create specific content pieces (presentations, breakout sessions, Q&A panels) dedicated to addressing each major objection category.
By anticipating these roadblocks, you can proactively address them during your event.
Turning Objections into Opportunities:
Imagine this: a key prospect is attending your virtual field marketing event. They’re interested in your product, but worried about the price. In a typical event, they might sit through a generic presentation and maybe get a chance to ask a single question.
But does this really address their cost concerns? Did you provide testimonials from satisfied customers who validate the value? Did you offer access to product experts who can address their specific implementation questions?
Now imagine the same scenario, except this time, your event seamlessly guides them to:
- Connect with peers: Facilitate networking with other businesses similar to theirs who have successfully implemented your solution and can speak to the ROI. Use breakout areas or dedicated networking sessions to encourage these conversations.
- Hear customer testimonials: Showcase real-life success stories and demonstrate the tangible value your product delivers. Incorporate video testimonials, case study presentations, or even live Q&A sessions with satisfied customers.
- Explore flexible pricing options: Offer tailored solutions and payment plans that address their budget concerns. Have a dedicated session or resources readily available that outline different pricing tiers, payment options, and potential discounts.
- Engage with experts: Provide opportunities for attendees to directly interact with product specialists, implementation experts, or even company executives. This could be through live Q&A sessions, 1:1 chat functionalities, or dedicated “Ask the Expert” booths.
By weaving these elements into your event, you’re not just presenting information; you’re guiding prospects on a journey towards a solution. It’s really a lot like planning for an in-person event, where you would strategically design the flow and activities to address potential concerns and lead attendees towards a conversion.
Scoot: Your Key to a Seamless Customer Journey
This is where Scoot comes in. Our Sellinar platform empowers you to create dynamic and interactive virtual events that go beyond static presentations. With Scoot, you can:
- Facilitate meaningful connections: Utilize breakout spaces and networking features to foster peer-to-peer interaction and knowledge sharing.
- Showcase compelling testimonials: Integrate customer success stories and case studies into your event program. You can even have multiple presentations and group breakouts happening in the same room.
- Offer personalized experiences: Tailor content and interactions based on attendee Smart Badge profiles and interests.
- Learn from your prospects: Using Scoot’s advanced AI summaries, you can gather key data on prospects, their interactions during the event, who they connected with, and more.
Scoot provides the tools you need to craft a customer journey that anticipates objections, provides valuable solutions, and ultimately drives conversions.
The Takeaway:
A successful virtual field marketing event isn’t just about delivering information; it’s about creating an experience that guides your audience towards a desired outcome. By understanding their objections and crafting a seamless customer journey, you can transform your event from a passive presentation into an interactive and persuasive experience. And with Scoot, you have the key to unlock this potential and achieve your virtual field marketing event goals.
Ready to take your virtual field marketing events to the next level? Discover how Scoot’s immersive features can elevate your customer journey.
