How to activate your product presentations to create personalised experiences
Product presentations are a core part of B2B tech sales and marketing. Any tech company with their sights on enterprise clients knows that getting your product in front of your prospects is crucial, whether it’s at events, conferences or demos.
But getting in front of your audience is only one part of the story. There’s more to successful product presentations than getting prospects to attend and gaining a few nods of interests: it needs to be able to convert sales.
The solution? Listening to your audience and personalisation. Not only will it improve the chance of winning that all important contract, but it can inform more targeted marketing campaigns and future product development.
Here’s how it works.
Before the event – Collect data
Product presentations begin long before you welcome your guests on the day. We’ve found that there’s a crucial time between invite and event that’s ripe for use. Engage with your attendees at this stage and you’ll not only improve your turnout rate but you’ll actually get more engagement on the day of the event itself.
The trick here is to use this time as a discovery and listening period. This is your chance to understand your audience as individuals, to get a handle on what they’re expecting and to shape the presentation accordingly. As a bonus you’ll be setting the standard for a dynamic presentation.
During the event – Engage your audience
So you’ve done enough homework to know that what you’re bringing to the table is relevant and meets, if not exceeds, the expectations of your audience. Next, it’s important to take that attitude into the event itself. Don’t be tempted to become a mere broadcaster just because you’ve got the spotlight.
To do this, you need to capture live feedback from your entire audience. Doing this one-to-one can take up nearly all the time in the world, so it’s fortunate that there are other ways. Set up polls and votes about key elements of your presentation. This will allow the entire audience to directly have their say about your product as a collective, leaving you with accurate, smart and detailed information to take away with you.
This two-way communication (you presenting, whilst receiving immediate feedback) is a refreshing take on product development. It allows your clients and prospects to directly contribute towards the product they are using / considering using. This direct contribution will undoubtedly impact their relationship with your product (and your company) for the better.
After the event – Action data
Having data is one thing, knowing what to do with it is another. Wisembly allows organisation and analysis of the data you’ve collected before and during the event so that your follow up is effective. And this stage truly takes the personalisation to another level. If we fit the pieces of the puzzle together – the discovery, conversation, feedback and comparison, you’re left with a pretty clear picture of that individual’s needs, their reaction and contribution during the event and, finally, how they could be engaged moving forward.
All together, these steps allow you to have a targeted conversation with your leads, based on what you learned during the event. Not only does this extend the event experience, but it will make your marketing and sales team more personalised in their approach.
By helping our clients make their events a more personalised, discursive experience we have helped them position themselves differently, create a stronger product and build genuine relationships with their clients.
So, next time you’re organising an event, preparing to speak or chair a panel, get in touch and have a conversation with our people about how you can transform disengaging product presentations into valuable marketing collateral that actually converts.