GOAL
The goal of HYPERGROWTH is to bring people together, build a community around conversational marketing, and spread brand awareness for the Drift brand.
CHALLENGE
Janna Erickson manages a small team in-house and an agency partner, EMC3, to scale up event programming. With a fast-growing event program, they encountered a few growing pains:
- With previous vendors, Drift had limited platform functionality when creating large scale events and struggled to integrate event data with their CRM.
- Building event promotion plans were often time-consuming, especially when driving new ticket registrations.
- To scale their events, Janna’s team needed a platform that could drive more efficiencies to save time as they planned and executed a multi-event program across the globe.
SOLUTION
To meet ambitious event goals, Drift required a holistic event platform that could help the team increase operational efficiency without adding additional headcount. Bizzabo offered key features like the registration builder, email features, ticket boost, and dashboard analytics to help the team accelerate operations without compromising the brand’s unique look and feel.
As the HYPERGROWTH events grew to attract more and more attendees, Drift was able to deliver a seamless registration process with an embedded widget. In Janna's words: “Bizzabo is a cleaner process. The registration gave visibility into important data and integrated with our existing event website.”
Building a strong community around HYPERGROWTH was critical to long-term event and revenue growth. Bizzabo’s event contacts and email features empowered Drift to create targeted communications and encourage registrants to spread the word about their events. “The ability to engage contacts who were already registered was a huge help with promoting our event because we could continuously incentivize them to invite and bring other people.”
In the past, driving event registrations could take a lot of time and effort. Drift strategically leveraged Bizzabo’s Ticket Boost feature as a new tactic in their promotional strategy. “The ticket boost feature was great. I could see registrants on social media sharing their personal discount codes and spreading the word.”
The usability of the Bizzabo platform coupled with excellent customer service helped Drift thrive even at the eleventh hour. Janna remembers a critical moment when her team was in the midst of producing a live event in San Francisco. She needed to quickly launch another event website using Bizzabo. “I couldn't believe how easy it was to duplicate an event website while my team was busy running an event. I thought, ‘Oh my God, I did it!’”
