The story of a company that converted curiosity into 110 conversations through a sales roadshow in a market hungry for education.

This was back when “data is the new oil” was the catchphrase. Companies were scrambling to put their data to use. Analytics, sexy data scientists, Big Data, and Machine Learning were all over the news cycle. There was a tremendous curiosity and hunger for this content, and Fortune 500 companies had high receptivity for this content.

How does one convert curiosity into conversation?

The client was a high IQ analytics consulting company. We applied Doloop Digital’s Campaign Cadence approach toward creating a roadshow. The project was called “Roadies,” referencing an Indian reality contest show.

We crafted educational content and prepared the experts for a road trip worldwide. The sales development team created cold emailing and calling routines to offer a private conversation with these experts on very hot topics in a select set of cities. These led to meetings, and the ones that could not meet on the first pass were met when the experts visited on the second. This allowed the sales development team to build deeper relationships with their cold prospects because the second meetings were richer with new insights from the collective meetings.

In all, the client carried out 110 meetings in 15 cities worldwide. These primary and “turbo” meetings were well received and developed into sales conversations. The client also received better positioning as experts and could test their pitches with real client conversations.

If you are in a market that is hungry for education, you can follow these steps to convert curiosity into conversations:

• Create simple but powerful educational presentations that open the door to pilot projects you can walk out of the door with.
• Focus on a select set of cities and nail down the dates before reaching out.
• Follow a disciplined campaign, including sufficient effort on follow-throughs.
• Track all meetings and outcomes with discipline since throw-away ideas can be converted into sales fodder.
• Continue to nurture the relationships long after the roadshow into the next.

Further learning. Contact us for Gaurav Rastogi’s “Running Your Campaign Cadence,” our three-month custom campaign cadence workshops.