Companies going through an acquisition can build the technology to integrate their products and find new ways of working to accommodate the coming together of two teams. But how do you build or maintain a brand that reflects the business you are today and the one you aim to be in the future?
We’ve been navigating this process since our acquisition of ProfitWell. While it’s an ongoing project, we’ve made great progress when it comes to determining what our brand means and how we can bring it to life.
SaaStr Annual and SaaStock Dublin were our first in-person conferences since the pandemic and our first opportunities to showcase our combined brand – and so we went big.
But why did we do it and why did our CSO Patrick Campbell say “churn” for fifteen minutes at SaaStock?
In this post, we hear from Senior Manager, Field Marketing, Global Events & Experiences Kimberly Wong and Events Manager Leigh Anne Cooke on our approach to events and trade shows – and what it takes to bring these events together in practice.
Creating an experience
Our goal is to be the most helpful brand in SaaS and we use this ambition as a guiding principle for everything we do.
So, while we strategically measure our return of investment (ROI) and leads generated at events, we also have to show up as a brand and ensure that every touch point takes us a step closer to that goal.
We do this by thinking of events as experiences, Kim explained:
“Events present a huge opportunity for business growth and building our brand awareness. We’re communicating who we are, and why we exist with a bigger audience. When we kick off planning for an event, we strategically think through our growth plan and what brand experience we want to create and how we can achieve this through content, design, and activations.”
Everything from how we develop the booth, to the content we put out, to how we brief the team counts towards creating a cohesive experience that will help build our brand and ensure that people have a positive experience with us.