Event Tech Live: Helen Coetzee reveals MPG’s Engage, Monetise, Scale framework

Speaking on the main stage at Event Tech Live 2020 on 5th November 2020, MPG Founder & CEO Helen Coetzee shared MPG’s Engage, Monetise, Scale Growth Marketing Framework.

This framework covers a 3-step approach focused on a strategic and sustainable path to growth for B2B community-focused brands.

Developed from MPG’s experience of working on B2B community marketing strategies for brands in multiple sectors globally, this approach comes of age in 2020 – plotting a path for 2021 and beyond for brands to engage, then monetise, then scale their communities.

Download Helen’s presentation slides to learn more.

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Engaging, monetising and scaling B2B communities: how the experts do it

Author: Helen Coetzee – 29/10/2020

‘B2B communities’ is a topic that has gained serious momentum over the past few months. As uncertainty remains over the continued impact of Covid, businesses are looking to pivot to a business model that will deliver security and growth in the short and long term.

This mirrors the sentiment the very communities these businesses seek to engage and build. Tremendous change is happening in all industries, and the sharing of information and connections within ‘business ecosystems’ is now more vital than ever.

In a recent webinar, we invited three B2B community builders to discuss how they have built and engaged their communities over the past 6 months, and how they plan to proceed in this vein.

Discussion ranged from the characteristics and ideal size and structure of a meaningful B2B community, to practical methods of monetising a community.

You can access all the webinar insights, including the video replay, as well as attendee poll results and Q&A, produced by MPG and the panel.

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Our panel had some firm views on what a community is, what a community isn’t and how to approach building meaningful communities going forward. Here we’ve pulled out 12 of the most interesting quotes from the session:

“Controversially, I would say that an event isn’t a community. Or at least it isn’t ‘community’. It’s just one expression of the community. In the same way, if you have a local village community, the village fete isn’t the community – it’s just one manifestation of it.”

Ashley Friedlein – CEO & Founder, Guild

 

“Communities tend to have quite a clear sense of self, a bit like a strong brand or a strong culture which are quite hard to define or pin down. But you feel it.”

Ashley Friedlein – CEO & Founder, Guild

 

“Waiting for an (in person) event to happen wouldn’t be a great idea right now because our industry is moving so fast. We’re serving our community at the moment by streamlining the process of sharing information and reducing the barriers to communication”

Adam Parry – Founder & Director, Event Tech Live & Editor, Event Industry News

 

“If you haven’t been engaging with your community in this (in-person events) ‘downtime’, you’re going to struggle longer term because you need to remain relevant. You need to remain something that your customers want to go to, regardless of whether physical events are happening or not.”

Anna Knight – VP Licensing, Informa Markets

 

“At the start, we spent a lot of time just listening and talking to the strongest advocates within the industry itself that had already acknowledged themselves as community leaders. We went through all of the data and all of the knowledge that we could gain about that community to figure out our role within it and the new products and other things we could do to bring the community together.”

Anna Knight – VP Licensing, Informa Markets

 

“Professor Robin Dunbar, who’s on our advisory board, is famous for the Dunbar number – which is one hundred and fifty. This is basically the maximum number of people we can really know. When we’re in some communities of many hundreds or thousands, the reality is we don’t really know them. It’s just beyond our brains as humans.”

Ashley Friedlein – CEO & Founder, Guild

 

“Events businesses are really great at that amazing physical in-person experience, but now they’ve had to very quickly get used to digital delivery and all the new skills involved.”

Ashley Friedlein – CEO & Founder, Guild

 

“At the heart of community is conversations and relationships, not content. Sometimes businesses think they can just set up a community, produce loads of content and pump it at people to succeed. But then it’s just a barrage of content that most of us don’t really need.”

Ashley Friedlein – CEO & Founder, Guild

 

“A lot of people rightly think ‘how do we make sure we still keep the core principles of our business?’
Don’t lose sight of that, because that’s what keeps the lights on while you’re exploring new ways of structuring your business model around communities. You could also risk losing the trust of that community if you do it wrong or maybe even try to monetise too quickly or in the wrong way.”

Adam Parry – Founder & Director, Event Tech Live & Editor, Event Industry News

 

“In the next six months we’ll focus on engaging with our community to understand what content they want to see more of, what pain points and challenges they face and what they can do to support them.”

Adam Parry – Founder & Director, Event Tech Live & Editor, Event Industry News

 

“My plan is to think about what the next three years might look like. My strategy is to assume that live events don’t come back. Of course they will, but it’s useful to think about what we’d do without live events. How would I serve this community? What would I do differently? How would I bring them together 365? What do I need to put in place in order to make that happen?”

Anna Knight – VP Licensing, Informa Markets

 

“We did something that was really appreciated; we were the first movers to actually get something out and bring them together. But we also really understood how they wanted to be brought together.”

Anna Knight – VP Licensing, Informa Markets

 

HEAR WHAT ELSE WAS SHARED


Thank you to everyone that joined us live for this session. We have plenty more webinars and written resources in the pipeline, so make sure you’re subscribed to MPG Insights so you don’t miss out.

Want to learn more about building a B2B community?

Send your team to our Engage. Monetise. Scale. Masterclass – an MPG Academy Masterclass designed to help you define your community and build a strategy for continued engagement and monetisation.

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The Marketing Mix | October Newsletter

Newsletter • October 2020

Engaging Communities • Project Management • Skills Development

We’re still in very challenging times.

Fortunately, the members of our ‘community of community leaders’ are a resourceful and innovative bunch. We’ve grabbed hold of a host of digital tools to engage with our communities and keep them talking to one another to solve problems in every industry – in virtual spaces.

It has also been an inspiring time. We have some real heroes achieving incredible things. I will never forget the many emails arriving in my inbox in the middle of the night from event organisers working tirelessly to deliver their virtual events. I will also never forget how bravely and smartly some businesses have pivoted to focusing on revenue streams they can rely on while live events are not possible.

In this month’s newsletter we highlight some important areas where marketers make a critical contribution – from building hybrid communities, to generating leads for sponsorship sales teams and owning the project management that enables the monetisation of the products and services we build for our communities.

Enjoy!

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INSIGHTS

Helen Coetzee | 30/09/2020

MPG’s advice and predictions: 2021 – the year of Hybrid Communities

2021 will be another unique year for the world of B2B events, media and professional associations. We warn against taking a product-centric approach at the expense of focusing on the needs of our community. As community leaders we’ve been enabled with an array of tools to serve our communities – from virtual, in person and hybrid events, to digitally delivered business intelligence. We need to use these in the right way to help our communities work together in the fightback against Covid-19. Read more here >

Helen Coetzee | 25/09/2020

10 tips for growing revenue from sponsors and clients

MPG’s latest Insights webinar focused on how marketers should play a key part in identifying and drawing in new revenue from sponsors – especially for virtual events. Marketers should be generating and nurturing leads to help your sales people focus their efforts on those most likely to buy. The content package of webinar replay, slides, full Q&A write up and poll results are all available now for anyone to download (for free!) – get yours here >

READ MORE INSIGHTS


WEBINAR

Building B2B Communities: an Industry Trend Accelerated by Covid-19
LATEST WEBINAR:

Building B2B Communities: an Industry Trend Accelerated by Covid-19

Our latest webinar explored how leading B2B community builders have aimed to best serve their communities over the past 6 months – and how they hope to continue engaging, monetising and scaling their communities going forward.

Webinar guest speakers:

Anna Knight – VP Licensing, Informa Markets

Anna Knight
VP, Licensing
Informa Markets

 

 

Adam Parry – Founder & Director, Event Tech Live and Editor, Event Industry News

Adam Parry
Founder & Director
Event Tech Live & Editor, Event Industry News

 

 

Ashley Friedlein – CEO & Founder, GuildAshley Friedlein
CEO & Founder
Guild

 

 

 

FIND OUT MORE

 


PROJECT MANAGEMENT SPOTLIGHT

Project Management Spotlight
Whether focused on events, subscriptions or memberships, a high-performance marketing function relies on strong project management.

Without effective project management, you miss key campaign opportunities and limit the return on investment from your marketing function.

Well-supported, rigorous and disciplined project management can make all the difference to your marketing performance. Enabling marketers as project managers helps them gain the support and input they need from other team members to deliver effective campaigns, hit deadlines and manage workloads effectively.

Here are some key elements that contribute to good project management in marketing:

  1. Planning – a marketing manager should always work to a solid campaign plan, with key deadlines and tasks visible to all stakeholders. The plan should show the full picture of all channels being deployed, specific timings, key milestones or significant dates – and should always be up to date. Project elements should be broken down into individual project tasks, always with clear deadlines.
  2. Communication – a marketer’s strong communication skills should help bring together a diverse group of stakeholders, drive projects forward and hold individuals accountable for essential contributions to marketing success.
  3. Keeping track of progress and make it visible – regular reports and briefings for stakeholders are an effective way to ensure everyone understands the priorities and progress in achieving marketing goals, while ensuring all contributors to marketing efforts are aligned.
  4. Project management system – when used well, project management tech can be a game-changer! It enables highly efficient and effective marketing planning, delivery and analysis. Clickup, Trello, Smartsheet and Asana are some examples that MPG has seen used well in marketing teams.

To find out more about how MPG’s team of expert marketers use strong project management as a key contributor to the success of the outsourced marketing delivered by MPG, get in touch.


Attracting New Subscribers Masterclass
Join our next Academy masterclass for a deep dive into MPG’s tried and tested methodology to create and optimise a high-performance marketing funnel to attract a strong and steady flow of relevant leads for your sales team.

  • Identify your ideal subscribers: develop personas and map your target market
  • Analyse your value proposition: from the perspective of your ideal subscriber – define your unique selling points and benefits
  • Communicate effectively: develop a powerful messaging strategy and multi-channel, integrated marketing campaign plan
  • Build your marketing and sales funnel: high performance tactics to create awareness, engage prospects and generate good quality leads for sales
  • Measure ROI & improve: track results, analyse and adjust for best outcomes

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VOICES

An MPG community member’s feedback on a recent Academy training course:

“I recently attended MPG Academy’s Digital Marketing Intensive course focused on the marketing of B2B virtual events. I found it very valuable – a great way to update the marketing knowledge and skills that are so important right now. I would certainly recommend this course to anyone who is hoping to attract a good audience to their virtual events!”

Gurveer Vasir, Marketing Manager, Waterfront Conference Company


We have a big year coming up of ongoing, rapid change. Marketing has such an important role to play in the Covid-19 fightback as we continue transforming our organisations and marketing functions – and start growing again. Please get in touch if you would find it helpful to talk through your marketing plans for 2021.

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Don’t take marketing skills for granted: they’re precious and need investment

When I started in my first marketing job, straight out of a marketing degree at university, I quickly discovered my theoretical understanding of marketing concepts wouldn’t be enough in the real world. My knowledge had to be paired with practical skills, especially those involved in digital marketing.

Ansoff’s matrix won’t tell you how to create an effective PPC campaign, but a fellow, experienced team member who has successfully done so for numerous organisations certainly can. It’s this kind of ongoing on-the-job training, coupled with ongoing learning via online resources and events, that has enabled me to continue growing my skill set.

And my marketing training will never come to an end. As an inbound marketing-focused specialist, I know that the constantly changing digital landscape will make me a ‘lifelong learner’, and that’s one of the things that makes my chosen career so rewarding.

At MPG, I am lucky enough to be surrounded by my (currently virtual) team of fellow inbound specialists, as well as MPG’s experts in other areas such as data, analytics, martech, website, marcomms strategy and campaign planning. It is this highly complementary combination of people and skills, brought together by our strong project managers, that enables me to apply my skills in order to deliver a strong marketing performance for our clients. The position I am in means I am constantly improving my skills and learning new ones.

This should be the story of every marketer in the digital age. Unfortunately, the breadth and depth of skills and expertise now needed in a single marketing function is usually underestimated by even the most astute business leaders.


The need for ongoing training and development

Every marketer should have the support from their organisation to learn new skills. This is essential if they are expected to perform well and deliver a good return on the marketing budget they’re managing.

Even the most experienced and accomplished marketer needs training.

This can be in anything from specific skills around content marketing, to more technical digital skills to ensure a particular channel like a website or PPC will work best, or even to gain the know-how to market relatively new types of products, like virtual events.

The ever-evolving nature of marketing demands up-to-date knowledge. New marketing tools and techniques come along every few months, and with competitors fighting for your audience’s attention, having the latest knowledge is essential for gaining a competitive edge.

Often organisations have stronger marketing potential hidden in their existing talent pool, they just haven’t unlocked it – yet.


Generalists plus specialists: a winning team

Don’t expect to be able to train a single person into some sort of marketing ‘superhero’. The breadth and depth of marketing is too much for a single person to handle. Inhouse marketers, who tend to be generalists, need strong, broad knowledge of how all elements of marketing can – and should – function. However, you can’t expect them to develop or maintain in-depth knowledge and up to date skills in specialist areas such as martech, data, analytics and PPC.

MPG’s own marketing managers are generalists – experienced experts in strategy, planning and project management. Every one of them started off working directly with digital tools – going through MPG’s programme of marketing training – giving them practical, foundational knowledge. This is routinely topped up by internal training and specialist colleagues always ‘on tap’ to share their knowledge. This gives the marketing managers the understanding of, and the confidence to, deploy the latest skills and tools for the best results.

But this well-balanced kind of marketing function, with the full range of skills needed, can be built by any organisation. The starting point is ensuring your own, inhouse marketers have the skills – and ongoing skills training – that they need.


What is holding back marketing skills growth?

If you expect your marketers to rapidly and frequently grow their marketing skills, here are the key questions you need to first answer:

  • Does your organisation’s culture encourage and cultivate ongoing learning and development?
  • Are marketers encouraged to learn new skills to help the business become more successful?
  • Is knowledge sharing within your marketing team, and with their marketing peers in other organisations, common and encouraged?
  • Are marketers given sufficient guidance on where their skill gaps are and how to develop, or gain access to, the skills needed to ensure their marketing delivers a strong ROI?
  • Do they have access to (and time for) the resources and training that will help them grow?
  • Is self-learning recognised and rewarded?

As the Covid-19 pandemic has developed, there are many distractions from applying usual best practices in running a business. You may have found that for the past few months it has been difficult to find the time and funds to provide support for your marketers in the right way. Many of them may have been on furlough and are now completely ‘out of the loop’ on latest developments.

So, now is the time to take a step back from what has probably been a very manic phase of business strategizing and rapid ‘pivoting’. You now need to seriously consider how well your marketers’ skills are matched to the challenges ahead.

Either you need to provide structured support and investment in your marketers’ skills development, or you need to outsource your marketing to a team that has the skills you need and will stay on top of latest developments. The logic is clear: poor skills = poor delivery = poor results.


MPG’s marketing training journey: we’re moving forward with our community

When MPG was first launched in 2014, due to popular demand, we ran a training academy. We ran various inhouse and public courses, training marketers from a large range of organisations focused on B2B events and subscriptions.

About five years ago, we decided to rather focus on hiring, training and developing our own team to best serve our fast-growing list of clients from all over the world who have invited us to be their outsourced marketing function.

We have now decided to re-launch MPG Academy to better serve our community –

  1. To address the urgent need for all marketers within our community to have strong marketing skills in new areas such as virtual event marketing and lead generation
  2. To make our expertise in these areas more accessible to more organisations who need it at a time when budgets are tight

Re-launching MPG Academy is one of the ways in which we are responding to the impact that Covid-19 has had on our community. We don’t intend to become a training business, but we do hope to be able to share our unique expertise and practical knowledge with many inhouse marketers around the world. In many ways, this is creating competition for ourselves, but we’ve looked beyond that to what really matters: we’re all in this together, and together we need to find the best, most positive way forward.

Academy Register Interest

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MPG’s advice and predictions: overcoming the crisis and winning in the new world

The last two weeks have been very busy for my team. Not because we’ve been swamped with new business enquiries, unfortunately. I hope these will come in in a few weeks once the world has worked out that nobody can ever cost cut their way out of a crisis in customer confidence. Especially if most of those cuts are in marketing investment!

So, what have we been so busy with? The phone has not stopped ringing. Clients and others in our network have been calling us to ask the following three questions:

  1. What is everyone else doing with their live events for the rest of 2020? Are they still running them or cancelling them? Or making them virtual or hybrid?
  2. Do you think we should be planning for virtual or hybrid events?
  3. What tech should we buy to ‘digitize’ our events?

 
And in response to these 3 questions, I have said three things:

  1. There is very little, if any, precedent here. So, whatever advice we give you will be based on our best judgement and what we think is logical and sensible. Anyone who claims to have the absolute answers right now is probably someone writing a blog to flog a virtual event platform (I almost got taken in by one of these very well-disguised pieces just this morning…it was the ‘request a demo’ at the end that gave it away…)
     
    AND…
  2. You may be asking the wrong people, and…
  3. You are most certainly asking the wrong questions!

But before we proceed any further: it’s important we’re clear about our very strong views on the future of events. Events will HAVE to either be fully virtual or hybrid in 2020. And from 2021 onwards, anyone who wants to continue running their events in the same way they did before Covid-19 is being at best unambitious and at worst oblivious to how much our world has already changed.

If you’re planning to run live events in late 2020 or early 2021, your PLAN A should be to run these as hybrid events. So, keep your in-person offering on the table and build livestreaming (for content-led events) and digital directories (for tradeshows) into the fabric of your event, making it clear to all stakeholders that all content, showcasing of products and many of networking opportunities will still be available digitally alongside the in-person experience. And also make it clear you have a strong PLAN B to just run with the digital event, should it suddenly become impossible to host large gatherings, or gatherings of any size due to further ‘waves’ of the virus making more lockdowns necessary.

But to get back to the issue of ‘are you asking the right people the right questions?’…

The conversations I’ve had over the past few days have gone something like this in terms of my response:

“Before you called us, how many of your customers did you call?

Of these customers, how many were in your ‘end-user audience’ i.e. the ‘core’ of your community as attendees, visitors, delegates to your events – the people you attract to your events to buy from your sponsors and exhibitors?

And for those end-user conversations you did have, did you ask them the following questions?

  1. What do you think you’ll need in the coming months in terms of learning, knowledge sharing and networking?
  2. How can we help you get what you need here?
  3. If we were to run all or part of our events in digital format, possibly alongside some in-person events – how do you see yourself participating and benefiting?”

My team and I will always encourage you to ask the above three questions of your community before doing anything else.

And then we will offer you the following six pieces of advice that we think could help you not only save your events and your business, but more importantly, help you take advantage of the immense opportunities facing B2B media and events businesses in becoming ‘community first’ brands:

  1. Make understanding the shape, size and needs of your community your #1 priority.
     
    By this, we mean ‘end-users’ – that valuable audience that you sell on to sponsors, exhibitors and advertisers. Because we tend to ‘follow the money’ and most of this tends to come from vendors selling to our audience, we’re putting the cart before the horse by starting with tactical responses to their needs.

    This can degrade our content and the value we’re creating for the valuable members of communities who make up our audience. Audiences WILL disengage and they will disappear. And then what do you have to offer your clients?

  2. Don’t think about your events just as events. ‘Events’ are just a format. Think about what goes