Day 2 keynote speaker, Krystle Kopacz, CEO of Revmade, talked about “echoes for the long term” that she is hearing now. “Overall what I’m seeing is we’re heading to some type of reordering. How can we be more important to buyers so we’re not cut off? In my mind we should think like this all the time. We talk about products but not outcomes… We shy away from the end result.”
Reach out and do everything but touch. Harkey strongly encouraged customer conversations now. “It’s not about, ‘will you buy this.’ It’s about, ‘can I help you recover?'” Speaking about virtual events, Matthew Cibellis, director of programming, live & virtual events, Education Week, said it’s important to “survey your readers and sponsors before to ensure buy-in ahead of the event. “We asked oddly simple questions: What time of day is best for you? What month would you come? Why? We thought we might get 25 or 50 responses but we received 2,200 responses with email addresses.” They learned a lot from them, including a call for deeper content.
What’s the big idea? “Build a sustainable, trusting, idea-sharing and internal product development approach process,” Cibellis said. Use a transparent, internal form for idea generation. Through this they came up with A Seat at the Table With Education Week, an interactive video series that’s been very popular. “It’s yielding more collaboration and less competition,” he said. “You want to encourage intra and cross department idea-sharing.”
Look at your data. “[Data] value is in the eye of the beholder,” said Michael Marrale, CEO, M Science, in an informative Alternative Data 101 session with Meg Hargreaves, COO, Industry Dive. “You’ll find value in surprising places. Typically, we’ve partnered with companies that don’t fully realize the value of their data. They can be surprised” when told their data has value and content licensing potential. “Don’t think that size of the company is the main factor. It’s really about the data. You can have relatively small revenue but big data capabilities.”
Keep lines of communication open and be transparent. With over 500 employees, you might not think that Chris Ferrell, CEO of Endeavor Business Media, would have time for one-on-one staff calls. But he does “try to call a handful of people each week that I don’t normally talk to and ask where the company could be supporting them more and what they might need. My direct reports I talk to every week, of course. But we’re doing that throughout the organization, making sure people are not falling through the cracks [during this challenging time] and people are getting the support they need.”
This virtual may be more than a fad. In a fascinating panel discussion about creating long-lasting value, Stephanie Eidelman, CEO of iA Institute, said that she is excited to see how their now-virtual events perform. “Each industry is different, but it would be awesome if it worked for us. Expenses and margin are much more favorable. And the calendar is so crowded—finding a place that doesn’t conflict with this or that event. Trying to shoehorn a live event in a place in the calendar [can be tough]. Virtual gives you [more options], and I like the risk elimination about committing to the hotel contracts.”
Install processes to up value. “We’re always looking at companies through the lens of valuation,” John McGovern, CEO and owner of Grimes, McGovern & Associates, said in that same panel. There’s a misconception about “smaller companies that have a high amount of owner involvement. One of the smartest things owners can do is manage their org chart. If an owner is extremely involved in their business, you’d think that buyers want to hear that. Actually the opposite of that is true. They want to see the owner moved off and the successor being groomed—doing reviews, looking at salaries.” Organic development has staying power, he said.
Think scrappy but scalable. In a session about Mastering Memberships, Elizabeth Petersen, product director, Simplify Compliance, and Delaney Rebernik, membership and content strategy consultant, spoke about keeping long-term sustainability top of mind. “It’s really important to dazzle end users, not just buyers,” Petersen said. Included in their targeted engagement strategies is a strong welcome series. “You win stakeholder support through collaboration, education and process development. And you want to recruit internal staff who are energized and not drained by the process.” As for the increased customer service, Rebernik said that “because we put our editors into customer service roles, it was important for us to come together as a community… and develop processes and workflows.
“The more that we can mimic the one-to-one conversations at these events, that’s going to be key,” SIPA 2020 June 2 keynote speaker Krystle Kopacz, CEO of Revmade, told me this week. In a way, watching a speaker on our computer is pretty much one-to-one. It really is just you and him or her. And you can ask questions—actually that’s easier online than in person.