“If you have the most state-of-the-art products in the world, how you represent yourself has to be done with state-of-the-art marketing techniques,” says Rob Pollack, Boeing’s VP of Branding. Therefore, it is imperative to find technologies that lend the same imitate, customized, experiences within your Executive Briefing Center (EBCs) that will convert a lead into a customer.
iPads have quickly become a hot commodity among B2B marketers, as companies can now access all of their products, in the palm of their hands, and can literally put them in the hands of prospects and customers to view and engage with the interactive 3D product models. This results in a very personal, intimate experience that affords a better understanding of the products and their benefits.
“The EBC is the bull’s eye of the brand experience,” says Jane Hawley, Senior VP at Philadelphia-based EBC solution provider Sparks. “It creates a highly personal interaction between a host company and decision-makers from key accounts.” This is why CMOs are aggressively backing their EBCs as they provide intimate, face-to-face engagements with customers and prospects, all while generating a strong ROI.
The mobility of the iPad also extends the selling environment outside of the EBC, affording sales teams access to more prospects and customers. All of this increases sales opportunities (more meetings, more effective demonstrations, up-selling and cross-selling) while accelerating the sales and purchasing process.
Whether at a prospect’s office, trade show, Starbucks or EBC – delivering compelling and engaging product information to the right person, at the right time, wins deals!