If you’re a B2b marketer, you probably have ambitions of marketing a product that people love – one which your customers do your marketing for you. You probably have ambitions of creating a community of passionate advocates, of sharers, of amplifiers.
And you probably have ambitions of hosting events, big ticket events at which these communities congregate and discuss, debate and extol the virtues of your product.
If that’s case, take a look at this year’s conference from Tableau, the visual analytics software company. All you have to do is search the hashtag #Data15 on Twitter (sidenote – a ballsy hashtag, no product or tableau focus, and a deliberate attempt to own the space, I imagine). Or look at the website here http://tc15.tableau.com/
The whole thing is an absolute masterclass in crafting a product that people love to use, then using all of the main B2b techniques (a whole load of which are 1-2-1 and under the radar – the real hard yards) to build a community that builds and develops that passion, creating a whole new load of users, or people with ambitions to be users.
I know Adobe do something similar (and equally brilliantly), but if you have any other examples of this kind of thing, please let me know.