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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

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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