Google Bringing the hyrbid, to hybrid events.

WHY:

SaaS B2B companies had to adapt to an entirely new world after Covid. Remote teams, new privacy requirements, and shifting consumer behaviour forced these businesses to build entirely new strategies. But as the pandemic began to recede, they all started asking themselves the same thing: “Do I go back to the old way of doing things or stick with what’s working?”

Answering that question effectively would help position Google as a strategic consultant for influential industry executives. It would also give us a foundation to cross-promote key products like YouTube and the Ads Data Hub to a highly relevant audience. 

WHAT

We needed to think globally, to think big. We needed to ThinkTech B2B.

Our research told us that key B2B executives are more inclined to listen and learn from trusted industry peers rather than sales associates. So we needed to create an event and an environment for learning, sharing, and collaborating that could scale globally.

On May 31 we launched ThinkTech B2B 2022, a hybrid event featuring a live studio and host introducing pre-recorded sessions to generate leads from key industry players like Shopify, Wrike and Salesforce. Hosted by industry influencer and journalist Ryan Chilcote, the event tackled the complex SaaS challenges facing top B2B executives and featured a live Q&A to promote audience engagement. Conceived and produced in only three and half weeks, we built the brand and the studio, coordinated content and speakers, scripted each session, and promoted sign-ups through a series of emails before going live on the air. But most importantly, we made people Think B2B Tech. And think Google.

Results

20% YoY increase in attendance; Over 60 agencies attended; 

Over 40 countries represented