Marketing & Business Development Director EMEA, Mirakl
Mirakl is a leading developer of marketplace software solutions. Every year, Mirakl hosts the « Marketplace & Platform Summit » to gather its ecosystem of customers and technology partners.
This 5th edition, held in Paris, welcomed about 500 participants, 35 speakers, and 12 partners, coming from nearly 20 different countries. The Summit was also held in Boston, Massachusetts, where it welcomed 200 participants.
Let’s take a look at the objectives and the backstage of the Summit with Christel Toriello, Mirakl EMEA Marketing Director.
Mirakl positions the Summit as a milestone in its marketing plan. It is the opportunity to present the cornerstones of its strategy and offerings, to gather its partner ecosystem, to strengthen the relationship with its customers, to boost acquisition of new customers.
A communication forum: The Summit enables Mirakl to unveil its main messages to its audience, product announcements, and to share partners testimonials, and feedbacks from customers. The agenda features a global keynote and two break-out tracks (B2B and B2C). With inwink, Mirakl ensures a clear and easy reading of the agenda and the sessions.
A showcase of partners: By providing its partners with a dedicated workspace, Mirakl is able to manage efficiently the interactions with the set of partners all along the event project cycle. Each partner has access to its own workspace on the event website, which enables it to upload its marketing materials, register its team members, and personalize its information. A significant productivity gain for the organizing team, and a real value provided to ensure partner satisfaction.A lever for customer acquisition: Leveraging Mirakl’s image and positioning, the Summit has built a strong awareness among the ecommerce and marketplace ecosystem. The event website built with the inwink CMS, entirely in a white label set-up, enables to showcase effectively the promise of the Summit and to boost registrations to the event.
Mirakl needed a powerful tool to drive the organization of its Summit from start to finish. Here are the 3 main stakes in the preparation of the Summit for Mirakl, all managed with inwink.
Registrations: Participants request a registration on the event website, and once approved, can register to the event whose access is free. The number of attendees is limited, and the organizing team has set-up a confirmation workflow based on a waiting list. This scenario enables an efficient processing of registration requests, while ensuring a high quality of audience. Upon confirmation of her/his registration, a participant receives a series of automated emails: registration confirmation, badge, venue information, schedule reminders, etc…
Content: The Summit’s program is designed to showcase keynote conferences, breakout sessions, and award ceremonies. In the inwink Back-Office, the Mirakl team drives the orchestration of the sessions, manages the display of the sessions’ descriptions and schedule, as well as all related communications (confirmations, friendly reminders, announcements of new speakers…)
Attendance data: By leveraging the rich volume of data collected with inwink during the Summit, the Mirakl team was able to measure precisely the results of its event. A synchronization in real-time of the attendance data into HubSpot enables an instantaneous data update and thus enables the sales team to leverage the new leads collected.