VP Global Events & Strategic Alliance Marketing - Axway
As a software vendor, Axway provides hybrid integration and content collaboration solutions to enterprise and mid-size business customers. Founded in 2001, Axway’s products today are used by more than 11,000 organizations in 100 countries.
Jay Morris, Global Events & Strategic Alliance Marketing, is responsible for coordinating Axway’s customers events globally, most notably the Imagine Summit. Jay is also in charge of building partnerships with technology companies whose offerings complement Axway’s.
Customer events are a cornerstone of Axway’s marketing operations. The objectives are to present Axway’s new offerings and innovative solutions, to strengthen the relationship with customers, and to showcase its partner ecosystem.
Axway’s Imagine Summit is an international roadshow with 4 stops in the US, Europe, Asia-Pacific, and Latin America. This major event provides the opportunity to exchange with local and global customers over a few days, and to collect their 1st feedback about the new offerings presented.
Putting customers in front of Axway people and other customers increases their satisfaction. We know that highly engaged customers are more satisfied and tend to spend more with us.
The various stops of the Imagine Summit roadshow are similar in their agendas and the promise to attendees: 2 to 3 days of meetings, sharing and learnings from customer testimonials and partner presentations.
Before the event, participants are encouraged to build their own personal agendas, and to reach out to and network with their peers. Partners prepare their participation, register their team members, upload the marketing materials requested by the organizer, and send out the invitation codes to their own communities.
During the event, participants can attend the sessions of their choosing: conferences by industry experts, partner demonstrations, customer testimonials. Axway’s partners get to collect valuable customer feedbacks and generate new sales opportunities.
Imagine Summit offer an opportunity for education on our technology, partner offerings, and customer successes. We showcase Partners who both present and have a booth to demonstrate the value added to our own offerings.
Axway was looking for an effective platform to leverage the management of recurring events and to better understand customer journeys at each edition.
An example of key performance indicator tracked by the Axway teams during preparation of the summit:
We wanted to know which topics were of interest to the registrants in advance of the event. The ability to “pre-register” for sessions was important to help confirm room assignments.