Loved

Chapter 9How to Partner with Marketing

Securities and Exchange Commission financial professionals—the people responsible for making sure all the regulatory paperwork is done correctly and on time—aren't exactly at the top of anyone's list of people you roll out the red carpet for.

But that's exactly what Workiva's marketing team did. They worked with a top-tier event production company to put together a big-budget, multiday, in-person event unlike any SEC professionals had seen. Between sessions in which attendees could earn continuing education credits, they could Spin-to-Win and walk away with a guaranteed prize, make-a-sundae where they got to keep the mason jar, or speak with an army of eager product managers and product marketers answering questions and listening to suggestions. Each evening featured experiences like a social in an aquarium or exclusive access to a theme park.

Attendees left the conference raving fans, engendering loyal word-of-mouth in a community not really known for that. It even swayed skeptical analysts who couldn't ignore a company with such passionate fans. The conference paid for itself every year in converting customers.

This annual event helped Workiva punch above its weight in the market. It's the kind of coordinated, branded, big-impact event that's a great example of what marketing teams can do so well. Their collective work creates the experience customers associate with a company, and that paves the way for successful go-to-market.

Using ...