Case study

Generating millions in pipeline for a US data warehouse disruptor


To reach Yellowbrick’s desired outcomes, we developed an event marketing campaign that helped them connect with a massive number of key account targets, putting their Modern Data Warehouse capabilities in the spotlight for all to see, hear about, and follow up on.

Yellowbrick are a US-based Data Warehouse giant, providing their solutions to big names such as BMW, Catalina, and LexisNexis. They provide Modern Data Warehouse solutions that provide elasticity, performance, and composability both on-prem and in the cloud. But as with any company on the rise, that rise must be maintained, and that’s where Chief Nation fits in. We were tasked with connecting Yellowbrick to their key accounts across the US; a perfect scope to implement a successful event marketing campaign.

Client

Yellowbrick

Location

USA

Services

Data warehouse

Target

Senior Data & Tech

"The CWO events provide an excellent forum for relevant conversations with prospects. The mix of short presentations, informal discussions and wine tasting makes for an enjoyable and productive experience."

— Mark Cusack, CTO, Yellowbrick

At a glance

$7M

in new pipeline generated

60

meetings generated after CWO events

19

sales opportunities created

We nurtured business relationships for Yellowbrick with
Objective

Enable face-to-face connections with key account targets looking to modernise their data warehouse capabilities at the beginning of the hyper-innovation era

Yellowbrick aimed to moderate executive events which engaged their target audience. Through these events, they sought to create opportunities for follow-ups and generating pipeline. As a rising star of data warehouse services in the US, they were after big names to inject further validity into their impressive offering and putting them front of mind when prospective clients were considering data warehouse vendors.

To execute this aim, we rolled out a virtual event campaign that attracted senior tech and data leaders from 35 states. Through carefully crafted events marketing, we brought Yellowbrick’s key accounts to them and let their offering do the talking. A strategy that proved incredibly successful.

"The CWO team is fantastic to work with. They are excellent at targeting the right attendee and they pay attention to every detail. The events themselves are engaging and relevant… and they drive real business value for us."

— Jeff Spicer, Former CMO, Yellowbrick

Solution

A 20-event blitz of the United States, owning the conversation and inviting market leaders to participate in it

Our innovative and personalised approach to generating responses from senior executives helps us to facilitate new relationships between technology companies and the world’s leading enterprises.

For this virtual event marketing campaign, we put our extensive, 330,000 strong database to good use, identifying and securing the attendees Yellowbrick wanted. Through extensive research, we also ensured each topic was tailored to supply solutions to every pertinent use case possible.


Database build

The in-house data team pulled a data set of Yellowbrick’s primary target accounts, allowing us to tailor content and events for key personas using a process that’s proven to convert.

1-2-1 Engagement

Through our people-driven approach, we made direct, personal connections to further our reach on Yellowbrick’s behalf. Through this, we secured attendees that became long-lasting business partners.

Networking events

Integral to our success was our collection of famous peer-to-peer networking experiences, Chief Wine Officer and CEO.digital Cafés. We hosted a broad spectrum of senior tech and data leaders in a series of entertaining and insightful virtual events.

Peer-to-peer podcasts

Our exclusive podcast series, The CEO.digital Show, welcomed Mark Cusack, the charismatic CTO of Yellowbrick, for a discussion on Filling the Gaps for Distributed Industry Challenges & the Future of Cloud for 2022 & Beyond. This podcast reached hundreds of C-level leaders from our community and database, putting Yellowbrick’s voice front-of-mind for key decision-makers.

"Great to hear from peers, understand their challenges and how it relates to our own internal challenges and possible solutions to address those."

— Prudential Financial

"Love these! Great presenters - both times I've walked away with something new (and not just wine)."

— MassMutual

"Very unique and fun setup that allows for learning about new solutions, experiencing different wines, and networking with different people. Well done!"

— CUNA

Compelling speakers from the tech world


TOM COFFING

Owner,
Coffing Data Warehousing

SUNIL MISRA

CEO, Board Member,
Emtec, Inc.

YUSUF GULAMHUSSAIN

CTO,
Systech Solutions, Inc

ULF MATTSSON

Chief Security Strategist,
Protegrity

Results

A 20-event takeover that generated $7 million in new pipeline and expanded the Yellowbrick footprint

Over the course of the campaign, we connected with hundreds of Yellowbrick’s target accounts, including Dell Technologies, Deutsche Bank, Mastercard, Wells Fargo, and Barclays. Every lead was nurtured through targeted messaging and topic research, culminating in meetings at CWO and CEO.digital networking experiences.

Six months later, we successfully executed a campaign that delivered exceptional numbers for Yellowbrick, building meaningful and lasting relationships that helped them generate pipeline and forge new partnerships.


20

EVENTS

35

STATES

74

C-LEVEL EXECS

15+

SPEAKERS


$7M

NEW PIPELINE GENERATED


Our unique approach saw us sell out Yellowbrick events, giving Yellowbrick as much support as possible to create follow-up opportunities and generated new pipeline. Thanks to our 330,00+ strong database, we were able to contact those who have a vested interest in the topics and solutions on display.

12%

PERCENTAGE OF OVERALL MARKETING SALES OPPORTUNITIES


This event marketing campaign attracted event attendees that “converted into follow up meetings at a greater rate than any other marketing activity and was responsible for 12% of overall sales opportunities generated by Marketing,” according to Yellowbrick Former CMO, Jeff Spicer.

226

CWO & CEO.DIGITAL CAFÉ EVENT ATTENDEES


Over 20 events across the US, we attracted 226 attendees from over 35 states, with 74 of them being C-level executives. This enormous group of attendees brought a broad scope of expertise and opportunities for Yellowbrick and for the attendees themselves to connect with one another.

CWO DIGITAL

We hosted 18 virtual Chief Wine Officer events, our premium event series that mixes business networking with wine-tasting pleasure. In the company of a Master of Wine, guests unpacked various industry specific use cases relating to data warehousing, analytics, and more, while making valuable connections.

THE CEO.DIGITAL SHOW PODCAST WITH MARK CUSACK, CTO, YELLOWBRICK

We hosted Mark Cusack, CTO of Yellowbrick Data, for a discussion on Filling the Gaps for Distributed Industry Challenges & the Future of Cloud for 2022 & Beyond

CEO.DIGITAL CAFÉS

We hosted two CEO.digital Café virtual networking experiences, bringing the C-suite together to discuss scaling data for insights securely and achieving lightning-fast analytics with modern data warehousing.

"The speakers and hosts from Yellowbrick were highly engaging and managed to keep the roundtables interactive for the guests. It has been great seeing the new connections and successful business achievements that came from these events for Yellowbrick."

— Jessica Martin, Event Team Leader, Chief Nation

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