As someone who is always attuned to changes in the technology market, Tiffani Neilson has the unique ability to foresee any disruptions or shifts that may come. She recognized the risk that COVID-19 could pose to the entire tech industry very early on before widespread knowledge of the looming pandemic. Realizing that trade shows and conferences might be going dark from cancellations and postponements, negatively impacting our clients’ ability to grow their presence, Tiffani spearheaded IoT Marketing’s pivot to webinars.
Under Tiffani’s leadership, the IoT Marketing team built Industry Insights Webinars and a series meant to educate those in need of connected solutions and align them with relevant information from IoT and tech ecosystem partners. In addition to the work she does behind the scenes, which includes all aspects of conception, planning, production, and promotion, Tiffani is also the series host.
Today, the Industry Insights Webinars series averages 1,200 to 2,500 attendees monthly. Clients and participants featured as speakers on the webinars have gained increased recognition amongst their peers and valuable connections for potential business opportunities.
Thanks to Tiffani’s leadership, quick-thinking, and creativity, IoT Marketing successfully pivoted its business model well before the effects of the pandemic took hold. Not only was IoT Marketing able to continue operating, but the company built a thriving virtual series in the competitive B2B webinar landscape. In a little over a year and during a pandemic, the business and the webinar series are now recognized globally across various industries.
Through Industry Insights Webinars, they are helping to bring more women in tech into the spotlight. The company is proud to have featured female technology leaders who are instrumental in developing groundbreaking solutions in their fields. Beyond providing their audience with valuable insights, the women featured in the webinars also help to inspire other women in tech to become industry thought leaders and encourage them to seek opportunities to showcase their expertise.
In addition to offering end-to-end marketing, PR, and production services, IoT Marketing implements business development strategies for clients. Industry Insights Webinars team has developed relationships with key companies, consultants, researchers, publishers, and thought leaders in the IoT industry.
Additionally, the Industry Insights Webinars link those in need of connected solutions with relevant information from IoT and tech ecosystem partners. This helps the clients connect with their target audiences on a more personal and engaging level. In addition to holding webinars featuring a panel of expert speakers, Industry Insights Webinars also produce customized virtual events for clients under the Industry Insights Webinars banner, offering them increased reach among the community of industry leaders and decision-makers.
Zebrafi, a company specializing in guided selling systems for optimizing sales processes and results, approached IoT Marketing for lead generation services. The company wanted to expand its reach and offer services to those in the IoT and telecom ecosystem.
To provide a list of 50 qualified leads for Zebrafi, Industry Insights Webinars developed a strategy for the company to participate in one of their Industry Insights Webinars events about the supply chain industry, a topic complementing the experience of Zebrafi founder Jeff Koser. This delivered brand awareness for Zebrafi to an engaged audience of over 5,500. The team also created a breakout session during the webinar that Koser participated in as a speaker, which featured two calls-to-action for free-content piece downloads from Zebrafi. These pieces were also featured in email campaigns and on social media.
Those who participated in the offer by downloading one or both of Zebrafi’s content pieces were placed on a list of 70+ qualified leads that the company could conduct further outreach to. This list of leads helped Zebrafi see who was potentially interested in their products and services, so the strategy proved successful.
The COVID-19 pandemic has led to the acceleration of digital transformation in all industries. This digital transformation impacts not only business processes but also customers. Tiffani identifies the benefits and challenges of leveraging the power of advanced technologies, with guidance for implementing new tech and insights on the rapidly evolving demands from end-users. “Through our Industry Insights Webinars series, IoT Marketing is helping companies still operating in a pre-COVID environment adjust to remote operations, and the rapidly evolving market demands that require Industry 4.0 solutions by bringing together a panel of experts, thought leaders, and solution providers who can assist them in navigating their journeys to digital transformation.”
Posted in CLF | 10 Most Inspiring CMOs of 2022, Tiffani Neilson, Chief Marketing Officer of IoT Marketing LLC Profile