About Etiya

Etiya is the leading Independent Software Vendor providing comprehensive Customer Relationship Management (CRM), Catalog and Algorithm-Driven B/OSS, as well as Customer and Social Media Analytics to Communications and Digital Service Providers. Its latest innovation incorporates autonomous learning, algorithm-based applications in B/OSS. Founded in 2004, Etiya is a fast-growing software company with more than 600 employees worldwide. Global headquarters are in Amsterdam and we have offices in Silicon Valley, Istanbul, Singapore, Ukraine, and Dubai.

Executive Summary

Identified a number of conferences during 2017 to promote Etiya and took ownership of the entire event related activities, maximising the return on Investment. The  activities included among others:

• Sales outreach & raising awareness around Etiya’s presence at the conferences
• Appointment scheduling efforts
• Prospects profile analysis
• On-site presence (representing Etiya, meeting facilitation, booth coordination)

Challenges

Outsourcing the events related activities both from the business development and lead generation perspective was due to key challenges Etiya was facing in the following areas:

• Etiya while having a strong local/regional appeal, was facing difficulties promoting an international profile and expanding to other regions
• Organic (from the internal sales team) pre-arranged meetings were focused only on the existing customer base and there was no specific know-how or process in place to reach out to prospects from other regions
• Most leads at events were generated from booth traffic which 90% of the time proved to be not relevant or mature enough

Solution

The suggested model was to take full responsibility for raising awareness around Etiya’s presence at conferences during 2017 and maximising the return on Investment.

Sales Explorers suggested a list of events for Etiya to attend-exhibit based on the company’s strategic sales roadmap,  including among others:

• CEM in Telecoms, London
• Mobile World Congress, Barcelona
• TMForum Live, Nice
• GITEX, Dubai
• AfricaCom, Cape Town

Activities included among others :

• Acting as a single PoC on behalf of Etiya both externally and engaging with event organisers to plan all event related administrative and logistic aspects and internally to coordinate within Etiya to agree on messaging, marketing material,etc
• Ownership and execution of all outreach related activities to the 120.000 strong Sales Explorers contact base, the internal Etiya database, the conference delegate lists (where applicable) and keynote speakers to raise awareness around Etiya’s presence at the event
• Ownership and execution of appointment scheduling efforts and event agenda (masterplan)
• Full profile analysis (in hard and soft copy) of each prospect/delegate Etiya executives met at the conference. The profiling analysis provided background data on the current roles of the delegates, previous positions, relevant company intelligence and the main Etiya product/solution of interest
• On-site presence to facilitate the smooth meetings coordination and to enhance the international company profile

Results

A clear way to truly measure the effectiveness of the series of events Etiya participated in 2017 and their ROI, are the KPIs  presented below: