What
A brand awareness and lead generation concept.
Why
In agencies world having a “good brand” is difference between success and survival. As Netguru is working on highly saturated market (50k companies!) with little to none differentation is was key for us to stand out.
Also, we wanted to make sure we could connect, converse and convince our key audience (buying personas in ICPs) - Disruption was aimed as tool for that as well.
How
- Big bold brand project - we had 3 (Disruption, Hidden Heroes, 3rd one I forgot)
- Disruption started organically - small conference, for both lead gen and employer branding purposes, in our offices
- We decided to give it a go as recurring theme - first region, later industry and theme focused
- After validation we expanded - Guides, Report, Talks - all branded Disruption
- Connecting key startup brands and names with corporate innovation units and vice versa
- In the most respected places
- Top of the funnel - aureola effect, industry thought leadership
- Middle of the funnel - soft lead gen, brand activation
- Bottom of the funnel - direct connection with stakeholders
- Highly connected with ABM sales motions - ads, account, buying roles
- Taken over and perfect by Ola Prejs and Tomek Grynkiewicz
Key numbers
- Number of leads and attendance
- Number of accounts won that that way