Categories
Featured News Podcast

‘In Conversation with Change Makers’ Episode #6

Industry thought leader and Best Case Scenario Founder & Director Luli Adeyemo is back again with the highly anticipated ‘In Conversation with Change Makers’ video and podcast series.

Speaking directly with influential change makers within Healthcare, Government, Finance, and Technology, Luli is creating dialogue to uncover disruptive innovations, developing trends, and ethical responsibilities from those at the forefront of making change. Dedicated to shifting the way their organisations and industries operate, each ‘In Conversation with Change Makers’ guest brings high level understanding, deep purpose, and powerful insight designed to inspire and empower change.

 

"We all belong, don’t settle for mediocre, settle for exceptional”

- Luli Adeyemo - Director & Founder, Best Case Scenario

Episode #6

Navigating the Australian Startup Ecosystem

Murray Hurps Director of Entrepreneurship, University of Technology Sydney (UTS)

Pictured: Murray Hurps Director of Entrepreneurship, University of Technology Sydney (UTS)
UTS logo

The sixth anticipated instalment of In Conversation with Change Makers features Murray Hurps, Director of Entrepreneurship at UTS, discussing the challenges for technology startups to obtain adequate means for success.

As the First Director of Entrepreneurship at UTS, Murray is passionate about Australian startups, and sees the biggest risk and opportunity for Australia to be the number of people launching scalable companies.  In addition to this, he has developed software used by over 100 million users, implemented the largest survey of Australia’s startup ecosystem, grown Australia’s largest network of startup hubs, designed and implemented Australia’s first data-focused accelerator program for Australia’s oldest company (Westpac). He is currently building the largest community of student-launched startups at UTS.

The UTS Entrepreneur program is an active part of the community and is committed to progressing thoughts, ideas, and beliefs within the university, and understanding the biggest challenges when it comes to depth and breadth of the startup landscape. Students are collaboration with industry, academics and the local startups ecosystem, offering students the opportunity to study entrepreneurship in a practical, immersive way.

In the sixth edition of the ‘In Conversation with Change Makers’ series, Murray and Luli discuss the definition of success and the rapid growth of the entrepreneur field, as well as advice for those who are in the process of beginning their own startup.

Watch Episode #6 - : Navigating the Australian Startup Ecosystem
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Thursday 21 April 2022   |   21 mins

In Conversation with Change Makers logo on a purple background with white text outlining the podcast description.
Listen to the podcast on Google Podcasts, Spotify and more, via Anchor
Subscribe here to have the latest episodes of  ‘In Conversation with Change Makers’ sent directly to your inbox. Join the conversation.
About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilize industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Categories
Featured News Podcast

‘In Conversation with Change Makers’ Episode #5

Industry thought leader and Best Case Scenario Founder & Director Luli Adeyemo is back again with the highly anticipated ‘In Conversation with Change Makers’ video and podcast series.

Speaking directly with influential change makers within Healthcare, Government, and Technology, Luli is creating dialogue to uncover disruptive innovations, developing trends, and ethical responsibilities from those at the forefront of making change. Dedicated to shifting the way their organisations and industries operate, each ‘In Conversation with Change Makers’ guest brings high level understanding, deep purpose, and powerful insight designed to inspire and empower change.

"Knowledge is based on a diversification of ideas."

- Peter Mousaferiadis, CEO and Foundeer of Cultural Infusion

Episode #5

The Importance of Organizations Understanding Their Cultural Diversity and Identity

Michael Walmsley, Chief Experience Officer and Peter Mousaferiadis, CEO and Founder of Cultural Infusion.

Pictured: Peter Mousaferiadis, CEO and Founder of Cultural Infusion and Michael Walmsley, Chief Experience Officer
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The highly anticipated fifth instalment of In Conversation with Change Makers features Cultural Infusion’s Michael Walmsley, Chief Experience Officer, and CEO and Founder Peter Mousaferiadis, discussing global harmony through intercultural understanding and action, as well as full transparency in goals and achievements for the future of Diversity, Equity, and Inclusion.

For nearly two decades, Cultural Infusion has established an impressive track record promoting intercultural understanding worldwide. Founded in 2002, Peter “always wanted to bring people together, always wanting to build cohesion through the arts, always trying to tell a story that we’re all connected”. One of the ways of doing this was through the creation of Diversity Atlas, a data-driven analytics platform measuring cultural and demographic diversity.

According to the United Nations, three-quarters of the world’s major conflicts have a cultural dimension. Bridging the gap between cultures has become urgent and necessary for peace, stability and development, and we will only be able to face challenges and change together when we are able to coexist and work in harmony, which is exactly what Chief Experience Officer Peter Mousaferidis plans to do Cultural Infusion and Diversity Atlas.

Cultural Infusion is committed to building global harmony through Intercultural action by utilising education, arts, technology, events and services targeted to education, youth, communities, government and business.

In the fifth edition of the ‘In Conversation with Change Makers’ series, Peter and Michael uncover what it means to make diversity a prime concern, as well as how to make it the #1 business priority in Australia.

Watch Episode #5 - : The Importance of Organizations Understanding Their Cultural Diversity and Identity
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Thursday 21 April 2022   |   37 mins

In Conversation with Change Makers logo on a purple background with white text outlining the podcast description.
Listen to the podcast on Google Podcasts, Spotify and more, via Anchor
Subscribe here to have the latest episodes of  ‘In Conversation with Change Makers’ sent directly to your inbox. Join the conversation.
About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilize industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Categories
Featured News Podcast

‘In Conversation with Change Makers’ Episode #4

Industry thought leader and Best Case Scenario Founder & Director Luli Adeyemo returns with the fourth episode of ‘In Conversation with Change Makers’ video and podcast series, asking the question of “where does ethics fit into the development and implementation of AI in healthcare?”

Speaking directly with influential change makers within Healthcare, Government, Finance, and Technology, Luli is creating dialogue to uncover disruptive innovations, developing trends, and ethical responsibilities from those at the forefront of making change. Dedicated to shifting the way their organisations and industries operate, each ‘In Conversation with Change Makers’ guest brings high level understanding, deep purpose, and powerful insight designed to inspire and empower change.

"Ensuring we respect the privacy of the data, as AI algorithms are hungry for data. We can’t bring together large data sets unless we have the mechanisms to do so.”

-Karin Verspoor, RMIT University

Episode #4

Ethics and Effectiveness of AI in health

Karin Verspoor Executive Dean, School of Computing Technologies, RMIT University

Pictured: Karin Verspoor Executive Dean, School of Computing Technologies, RMIT University
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The fourth instalment of In Conversation with Change Makers features Karin Verspoor, Executive Dean of Computing Technologies at RMIT, discussing the importance of diversity, ethics and effectiveness of AI in health, and the complications surrounding the digital healthcare sector.

At RMIT, Dean Karin Verspoor is responsible for providing academic leadership for all aspects of computer science research and education. As a computer scientist by training, with an emphasis on artificial intelligence and cognitive science, as well as language representation and processing in the biomedical domain, she investigates some of the challenges of AI when it comes to healthcare, including the lack of diversity and inclusion.

One of the biggest concerns surrounding the use of AI and conducting healthcare studies is representation, as well as privacy concerns about data, and how the digitisation of treatment benefits both healthcare practitioners and patients. “Ensuring we respect the privacy of the data, as AI algorithms are hungry for data. We can’t bring together large data sets unless we have the mechanisms to do so”, says Karin. She also adds that “there are efforts to bring data across multiple sources, but we’re not quite there yet”. Coming off the Pandemic, she can’t wait to see what the future of education will look like, as well as redesigning the student experience.

Karin Verspoor has been applying AI skills in the biomedical domain since 2003, addressing problems ranging from information extraction of biological concepts and events to the use of text mining to support interpretation of biological data, to detection and prediction of disease from clinical data. Joining RMIT in February 2021 as the Executive Dean, she is responsible for all the students and their academic wellbeing, as well as supporting industry research.

In the fourth edition of the ‘In Conversation with Change Makers’ series, Karin and Luli uncover some of the biggest challenges facing healthcare post-Pandemic, and what the biggest challenges facing AI-enabled services are.

Watch Episode #4 - : Ethics and Effectiveness of AI in health
Play Video

Thursday 21 April 2022   |   30 mins

In Conversation with Change Makers logo on a purple background with white text outlining the podcast description.
Listen to the podcast on Google Podcasts, Spotify and more, via Anchor
Subscribe here to have the latest episodes of  ‘In Conversation with Change Makers’ sent directly to your inbox. Join the conversation.
About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilize industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Categories
Government Healthcare News Technology

Real Data Insights Driving Healthcare and Government Engagement

Marketing technology innovations to Healthcare and Government audiences can be tricky. Thankfully, the message of harnessing technology for better patient outcomes and better citizen experience strongly resonates beyond the IT community.  Today, this message is more meaningful to key stakeholders within Government and Healthcare. However, cutting through this message to open up growth opportunities for technology innovators to engage with technology buyers within these sectors remains a challenge. 

Energise Engagement with Healthcare Buyers

Access Case Study

The objective of our client was to create new and maintain meaningful engagements with healthcare technology buyers and influencers.

We have had many conversations with overseas technology innovators looking to expand to Australia, and the writing is on the wall; both sectors plan to increase investment in technology.

According to the HIMSS Future of Healthcare Report, 80% of healthcare providers plan to increase investment in technology and digital solutions over the next five years. 

Last year it was announced the Digital Transformation Agency (DTA), will receive an additional AU$ 59 million over four years to continue to provide enhanced digital and IT oversight and advice. Their mission is to drive and secure the Australian Government’s investment in Australia’s digital future.

How can technology innovators harness this investment?

The most common pain point for technology marketers from our experience is engagement at the top to middle of the funnel – from creating awareness, initiating engagement, and maintaining meaningful engagement to guide audiences through the funnel, transitioning into loyal customers.

We’ve seen the most effective engagement campaigns driven by real data insights. What does this mean?

A lot has happened over the past two years within Government and Healthcare and understanding these changes through data insights on customers, markets, and industries will pinpoint the most productive allocation of marketing budget to effectively craft and personalise messages that engage audiences.

An close up image someone taking notes in a strategy meeting

Our own technology clients appreciate the power of data-driven insights for marketing purposes, with 64% of marketers surveyed stating they ‘strongly agree’ data-driven marketing is crucial to their companies, according to research by CMO by Adobe.

In 2021, our client engagement programs aimed at Healthcare and Government initiated with research and the collection and interpretation of data to shape audience engagement campaigns. This then enabled us to build buyer personas and create targeted content, and off the back of these insights present findings to both sales and marketing.

It’s not surprising the most popular marketing offerings to our technology clients in 2021 included:

  • Technology user research in Healthcare, FSI and Government
  • Sales and Marketing Alignment Workshops
  • Buyer Persona Creation
  • Targeted Content Creation

Healthcare and Government Stakeholder Engagement

Thankfully, among our technology community there has been a massive shift of focus from quick wins and lead generation to meaningful stakeholder engagement within the Healthcare and Government communities. Our partnerships with associations, lobbyists and Government agencies places us in a great position to advise and guide technology innovators on how they can make an impact in the future of Healthcare and Government sectors.

Read more about our work with partners here.

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at luli@bestcasescenario.com.au

Categories
Blog Featured Industry Associations News

Facilitating the rise of AI in Australia

Reading recent headlines in the media you could be mistaken in thinking that AI is still in the innovation stage of the product adoption curve, headlines such as ‘Can AI help where humans cannot?’ and my favourite ‘Sorry Professor, AI did my homework’. 

There is no doubt that technology leaders need to maximise AI value, and it is encouraging to see that a critical technology such as AI now gains momentum in the mainstream.  A study from Deloitte supports this with 66% of organisations in their study, consider AI to be critical to their success. 

Since we announced our partnership with Queensland AI Hub (a Queensland Government Initiative) in March last year, we have had the pleasure of being part their community and witness the growth, advocacy and promotion of the business capabilities of Australia’s AI industry.

It’s exciting to be part of something that is building Australia’s AI industry into an innovative, sustainable, and globally competitive place.

Australia – The Innovation Nation

I recently read that If digital goods and services were a sector, it would be the 4th largest export sector for Australia. Isn’t this an amazing statistic?

Also, the department of foreign affairs also published that by 2030, digital trade will enable an estimated A$192 billion of economic value in Australia’s domestic economy. 

So, there is no doubt that Australia’s innovation savviness is one of its greatest exports. I moderated a panel at the Australian Grand Prix Corporation breakfast in Melbourne last month, the goal was to inform and excite attendees about current opportunities in the innovation space, with a view to furthering trade and innovation into the future between the UK and Australia was truly met.  All positive indicators that Australia is ‘the innovation nation’.

Export Market Development Program

Queensland AI Hub has just launched the Export Market Development Program (EMDP) and have selected our team to provide strategic marketing and engagement support.

We will support the recruitment of a cohort of 25 AI businesses and start-ups.  The grant will equip them with the right tools, skills and insights to prepare and successfully launch their products/services to international markets.

Our experience in this area includes successfully helping scaleups who are in the phase of evaluating their readiness to expand internationally,  contributing to the program’s success.

An awareness campaign of the EMDP has just been launched to ignite engagement. Our tasks include:

  • Develop a Marketing campaign project plan – includes the identification of key channels to reach AI businesses who are ready to expand.  Our team  will leverage our deep relationships with key technology associations who represent tech innovators across many sectors.
  • Craft assets to ease user experience and clearly guide applications from awareness through to action.  The focus is on clearly highlighting the benefits of the program and create social media assets with a strong call to action.
  • Create an engaging theme and a selection of educational marketing assets such as a landing page with payment gateway.
  • Support the application process, to ensure a smooth and pleasing experience.   Tap into our industry expertise and knowledge to vet each application through an interview process to create a short list of the best-fit applicants.

Applications are now open to apply for the grant, just visit the link. The deadline for applications is Wednesday, 25 May 2022.  Please share!

Other great initiatives Queensland AI Hub are supporting
  • Supporting researchers at The University of Queensland where they are using AI – embodied in robotics and virtual reality (VR) – to better understand and accelerate neurological recovery after stroke.
  • And Rockhampton Regional Council‘s Advance Rockhampton team to help facilitate industry engagement and enhance AI capability development in the region – helping to improve industry productivity, generate jobs and increase market access for regional businesses through the adoption of AI.

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at luli@bestcasescenario.com.au

Categories
Featured News Podcast

‘In Conversation with Change Makers’ Episode #2

Industry thought leader and Best Case Scenario Founder & Director Luli Adeyemo is back again with the highly anticipated ‘In Conversation with Change Makers’ video and podcast series.

Speaking directly with influential change makers within Healthcare, Government, and Technology, Luli is creating dialogue to uncover disruptive innovations, developing trends, and ethical responsibilities from those at the forefront of making change. Dedicated to shifting the way their organisations and industries operate, each ‘In Conversation with Change Makers’ guest brings high level understanding, deep purpose, and powerful insight designed to inspire and empower change.

"We believe in the power of people, the responsibility of organisations, and the importance of industries to drive change, to improve the lives of others."

Luli Adeyemo - Director & Founder, Best Case Scenario

Episode #2

Data Security & AI Transparency During a Pandemic

Ian Oppermann, NSW Government of Customer Service
Matt Wynn-Jones, Counterparts Technology

Ian Oppermann on a blue circle background alongside Matt Wynn-Jones on a purple circle background
Pictured: Ian Oppermann, Chief Data Scientist (Left), Matt Wynn-Jones, Co-Founder (Right)
NSW Government logo, Counterparts Technology logo

The highly anticipated second instalment of In Conversation with Change Makers features NSW Government Department of Customer Service Chief Data Scientist, Ian Oppermann, and Co-Founder & Director of Counterparts Technology, Matt Wynn-Jones, discussing data security and AI transparency during a pandemic.

The NSW Government’s Department of Customer Service aim to deliver excellence in customer service, digital leadership and innovation in government services, and safe and secure markets. They help establish the customer at the centre of all programs and initiatives across the NSW Government, deliver a more consistent and efficient digital experience with government, and use data and behavioural insights to drive customer service improvements for the people of NSW.

Counterparts Technology are pushing boundaries as technology consultants and procurement specialists. From public, private to hybrid cloud services, data networking, phones, video and unified communications, through to IT security, bespoke software development, fully managed IT services & support, and easy hardware procurement and software licensing, Counterparts work with organisations on security, data centre optimisation, and workplace enablement.

In this episode of In Conversation with Change Makers, Ian Oppermann and Matt Wynn-Jones uncover the role of ethics when developing and implementing AI across government initiatives, the public’s perception regarding data sharing and security since the start of the pandemic and now, and predictions on be the biggest changes expected to be made in government AI practices.

Watch Episode #2 | Data Security & AI Transparency During a Pandemic
Play Video

Thursday 21 April 2022   |   29mins

In Conversation with Change Makers logo on a purple background with white text outlining the podcast description.
Listen to the podcast on Google Podcasts, Spotify and more, via Anchor
Subscribe here to have the latest episodes of  ‘In Conversation with Change Makers’ sent directly to your inbox. Join the conversation.
About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilise industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Categories
Blog News Technology

What happened when I was put in the driving seat at the Australian Grand Prix executive breakfast?

Let me start by explaining what I mean by driving seat; I was a discussion moderator at the Australian Grand Prix Corporation breakfast in Melbourne. The breakfast was run by the British Consulate General on the topic ‘The Impact of Innovation’.

I want to start by thanking one of the attendees, Michael Hendricks, Chief Risk Officer, Australia at Revolut for sharing his two-favourite and very poignant take aways from the discussion:

“Real innovation is setting a very ambitious goal that you don’t yet have a solution for” & “Unless we get cognitive diversity, we won’t get innovation”

I would like to also add my own top takeaways, but firstly thank you to such a great panel who made my job as moderator an absolute joy.

We covered a lot of engaging topics, but the following really stood out for me (in my own words);

Failing often spurs on innovation.

Australian culture can in some cases hold back innovation as the fear of failure is too overwhelming. Australia would do well to embrace the UK’s attitude to failure.

The definition of innovation.

Sally-Ann Williams, CEO of Cicada Innovation came from the view point that true innovation needed to be radical innovation, not incremental as often seen here in Australia, playing it too safe.   Pat Symonds, Chief Technical Officer from Formula 1 agreed there was a place for radical information and he came from the school of three types of innovation:

  • Incremental Innovation. Existing Technology, Existing Market.
  • Disruptive Innovation. New Technology, Existing Market.
  • Radical Innovation. New Technology, New Market.
Innovation and Diversity.

Pat Symonds, also raised that at one point in his career as a leader he realised his engineering team, albeit extremely capable – they team had similar experiences and backgrounds, with a lack of diversity in thinking, they got a lot done but,  because they agreed on most things, no one was being challenged with different perspectives. This is where Pat raised the excellent point “Unless we get cognitive diversity, we won’t get innovation”.

Diversity and collaboration.

This insight will certainly shift the perception that Formula 1 is nothing more than a gas guzzling sport. Pat provided two scenarios where they collaborated with other sectors to solve issues beyond the track to hospitals and supermarket isles.
A technology developed in Formula One racing could revolutionise refrigeration in the UK’s supermarkets and convenience stores by drastically reducing the energy needed for cooling.

The design of a new breathing aid developed by engineers at the Mercedes F1 team, University College London (UCL), and clinicians at UCL Hospital have been made freely available to support the global response to Covid-19.

A lifetime of event management and running my own marketing/event agency Best Case Scenario, has put me in a good position to know the key ingredients that made for an outstanding panel such as this;

  • the high quality of the participants themselves
  • putting in the work pre-discussion to understand the different dynamics and qualities of each panelist to bring the best out of a mix of subject matter experts.

Finally, I want to also thank the British Consul-General Victoria for hosting the  discussion that set out to discuss the opportunities and impact of technological innovation between Australia and the United Kingdom. Their goal to inform and excite attendees about current opportunities in the innovation space, with a view to furthering trade and innovation into the future was truly met.

“I wanted to write to personally thank Luli for participating in our Innovation in the Fast Lane panel on Friday. All your contributions were invaluable, and the result was a fantastic, engaging discussion spanning the importance of diversity and inclusion to get innovation; building a culture of innovation; innovation to solve global challenges; and international collaboration, to name a few topics.”

Mr Steph Lysaght, British Consul-General Victoria, South Australia, Tasmania Tweet

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at luli@bestcasescenario.com.au

Categories
Blog News Technology

What Does The Future of B2B Events Look Like?

This has been challenging for some agencies, for Best Case Scenario we took this in our stride due to our vast experience in event production, logistics and technical expertise at the highest level.

Now restrictions have eased, the demand for in-person is greater than ever, however the threat of lockdowns/restrictions is never far away, which is why we can support in-person, virtual, or a hybrid mix of both.

Hybrid experiences require strong tech expertise. More than pure physical or total virtual, the hybrid space often cause complications, however our experience can eliminate this and ensure the event delivers:

  1. Integrity
  2. Acquisition of simultaneous unique content sources
  3. Synthesis of live and pre-recorded content
  4. Engagement for both live and virtual audiences
  5. A mix of speakers/presenters, and performers in various levels of interaction

Expected Outcomes From Excellent Event Planning?

An  event with a very strong technical expertise at the earliest planning stages is key to anticipating and dealing with such factors.  We ensure our team members, partners and clients are tightly aligned, leveraging real-time workflows and processes.

We harmonise across the teams to ensure we are always progressing the project.  We never stop pushing the limits of our space, we always consider ways we can improve performance, timelines and reliability to create a seamless attendee experience.

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at luli@bestcasescenario.com.au

Categories
Blog News

Are B2B Marketing Functions Entering a Period of Rejuvenation?

I attended my first in-person event recently as a delegate and to say that everyone was hungry to meet and greet is an understatement. It’s great to see that B2B organisations are not wasting time and taking advantage of this hunger, my networking calendar is filling up fast!

Event management is in Best Case Scenario’s DNA, but we know that a shift has taken place in terms of how leading tech marketing professionals are using events and content to engage tech buyers.  

A recent US/Canada study conducted by Emerald called “B2B Events Industry Outlook 2022” shows that there is an expectation for sales pipeline attributed to events – live and digital – will make up for the downturn from previous years. It also found that the future was the quality of contacts and engagement levels beyond actual events.

What Plans do Australian Best-in-Class Marketers Have?

Closer to home, research conducted by Greenhat (supported by the Australian Marketing Institute), which surveyed 500+ Australian organisations, has seen a growth in account based marketing and an expression of hope that the persistent gap between sales and marketing alignment is closing in.

Seriously, hats off to Greenhat’s research findings (no pun intended here), they say the results of this report give every reason to believe that we are entering ‘a period of rejuvenation’. I’m ready for this type of positivity and it’s satisfying to see the statistics that echo the type of projects our team have been working such as:

  • Best-in-class marketers are almost 3X more likely to develop personas and customer journey maps
  • 87% ensure that one third of their content generated is thought leadership
  • 34% implemented account based marketing

As observed in Greenhat’s research, marketing goals are best achieved when there is alignment between sales and marketing, therefore we have shaped our event packages to accelerate pipeline generation and shorten sales cycles for more sustainable ROI.

Another positive change I’ve witnessed first-hand is the increased demand of events from our technology clients targeting Government and Healthcare, both in person and virtual as part of an overall engagement strategy. 

Due to this increase in demand, our team recently reworked our event management packages to make them available as a stand-alone option or as part of an overall customer engagement strategy.

We are so ready for this period of rejuvenation and remain positive when it comes to working with our clients to propel technology adoption within Government, Healthcare and Finance Service sectors.

accelerate pipeline generation

Due to a recent surge in requests we have created packages to suit every budget and need, we also offer bespoke options to guarantee customer/prospect engagement. 

*Survey included more than 1,000 B2B event planners, vendors/providers and attendees in the United States and Canada to understand how events are driving business growth in an industry that is both recovering and evolving.

By Luli Adeyemo
By Luli Adeyemo

Gadigal Land | In business to empower change makers. We believe in the power of people to create meaningful change in their workplace, communities and in our wider world - it’s why we exist.

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at luli@bestcasescenario.com.au

Categories
Industry Associations News Technology

Supporting industry associations is the key to propelling tech adoption across other industry sectors.

A survey conducted by Bain & Company and Twitter, as part of their ongoing research on how the Covid-19 pandemic is changing B2B marketing dynamics, found that buyers trust community sources over ads and other sources, such as sales reps, webinars and vendor websites. From our experience, this finding is nothing new and existed in pre-pandemic days.

One such community source that has an impact on tech buyers are industry associations who are making valuable contributions to educating sectors such as Government and Healthcare on the importance of tech.

I began volunteering with the AIIA (Australian Information Industry Association) many years ago and most recently with the Tech Council of Australia via my work with #TechDiversity, they are relentlessly propelling tech adoption across industry sectors.

Technology innovators who align with what matters to associations will be seen.

Associations are often overlooked when it comes to technology communication strategies and the impact they have on Government, Healthcare, FSI and other sectors. Many have admirable goals that influence the innovation in Australia such as:

  • Building links with universities and industry to commercialise innovative research

  • Developing effective regulatory settings for a tech-enabled economy

  • Skilling the technology workforce and improving access to talent overseas

  • Boosting Government investment in tech

It’s possible for tech innovators to create a genuine alignment with associations for example, one association we have had the pleasure of working with, Australian Healthcare and Hospitals Association (AHHA), recently released their 2022 election statement. The AHHA is Australia’s national peak body for public and not-for-profit hospitals and healthcare providers, they attract a captive audience.

Their election statement outlines four key areas of reform urgently needed in shifting to more outcomes-focused, value-based health care.

  • Measure and report what matters
  • Build a sustainable and resilient workforce
  • Provide stewardship and support that enables regional innovation and reform
  • Use funding models and incentivise improved health outcomes

Here is an excellent opportunity for technology innovators to get involved in the conversation, to be outwardly focused on how their innovation can impact one or more of the above key areas of reform.

Technology marketing and sales professionals shouldn’t underestimate the importance of their organisation being part of conversations among the tech buyer community.

I regularly speak with tech buyers within Government, Healthcare and FSI and the message from them is consistent, they seek out information from their peers and thought leadership on industry trends that give valuable perspectives.

More tech innovators are seeing this trend and are taking a considered and educated approach when communicating the value of their innovations to industry sectors who will benefit from investing in tech.

Acting as a conduit puts us in a privileged position

Our team are privileged to work with a myriad of industry associations both in Australia and overseas, all trusted voices who represent their industry from Technology, Government, FSI to Healthcare.  

The main motivation for us when working with industry associations is to propel the adoption of technology within sectors that can leverage tech to change lives for good. 

As we continue to work with many other associations beyond just technology, together we are driving purpose-led conversations such as delivering better citizen experience to supporting healthcare professionals via the use of technology.

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at luliadeyemo@bestcasescenario.com.au