Experiential Marketing Lead, Microsoft Canada
Matty Mayakrishnan, Experiential Marketing Lead, is in charge of Microsoft Canada’s BtoB events. With her team of 7 event managers, the Microsoft Experiential team drives more than 600 events each year. In this context, Microsoft Canada was looking for an effective solution with the objective of providing a rich digital experience to attendees and optimizing the collect of data during the events.
Microsoft Canada’s event operations are structured around 2 major event formats which aim to address different awareness objectives and business stakes.
The flagship: Future Now, the main business event organized by Microsoft Canada, is designed for business decision makers involved in digital transformation, innovation, and AI. A one-day event held in Toronto, with a rich program of presentations by experts and renowned speakers, as well as a partner’s exhibition area. A great opportunity for attendees to network and generate new contacts and business opportunities.
The roadshow: Tech Summit Roadshow, the major technology event organized by Microsoft Canada, is designed for developers, IT Professionals and providers of solutions built on Azure, Microsoft Office 365, and Dynamics 365. A roadshow in 4 stops (Vancouver, Winnipeg, Calgary, Quebec City) gathering the community of Microsoft tech leaders around workshops, conferences, and idea labs. Each event features about 30 sessions conducted by Microsoft’s technology partners.
Microsoft chose the inwink platform to manage its major events. The organizing teams orchestrate the events and collaborate by means of a shared Back-Office: registrations management, dedicated web site, content management, tracking of attendance data….Recurring events are duplicated from one date to the next.
The inwink platform provided the Microsoft team a holistic solution to capture attendee information – the platform has transformed the customer experience at our flagship events.
To ensure precise tracking of attendance data during its events, Microsoft Canada deploys a broad set-up of devices to collect data on site. With the inwink Onsite application, Microsoft collects data in real-time at 3 meeting areas:
Check-in enables to track overall attendance at the event and to welcome participants in smooth fashion with limited waiting time. Badges are printed ‘on-the-fly’ for each participant and check-in is conducted efficiently on tablet computers.
Sessions scan enables to track specific attendance at each session and conference. The organizing team can check attendance data for each session at any time. For partners who sponsor one or several sessions, the list of attendees at their sessions is available at any time in their Partner workspace and can be exported.
Lead Generation for partners is enabled thanks to the badge scanning feature of the inwink mobile app to be downloaded on their smartphones. Each partner can collect, qualify, annotate, and then export, their own contacts generated during the event.
Effective collection of data was a key requirement of the Microsoft teams, who wanted to track attendance in real-time, get a detailed post-event reporting, and enable partners to capitalize on their participation to and investment in the event.
We leveraged the inwink platform for our Tech Summit Roadshow and Future Now events to do badge check-in, lead scanning for our exhibitors and session scanning at the event.