Challenge
N-able runs a yearly conference for its customers called Empower. The event is an opportunity for customers to understand how to maximize the N-able platform to deliver best-of-breed cyber resilience, and grow and scale their businesses—providing them with a platform to learn, share knowledge, and network with peers and industry leaders. It typically includes a packed agenda of speakers over three days, as well as networking opportunities and workshops.
While in previous years the event has been largely successful and well attended, following the pandemic, vendor-owned events like Empower were majorly impacted. As a result, many journalists today have become more selective over the events they attend, making the landscape for events so much more competitive.
To maintain its relevance for its customers and continue to raise awareness, N-able had ambitions to once again make Empower a priority for channel, IT, and security media.
Solution
CCGroup worked with N-able to shine a spotlight on its leadership and its customers. This would give media insight and access they could not gain at other industry events. This included:
- Focus on the C-suite: Facetime with senior leadership can be rare, so we focused on providing a forum for media to speak with the N-able C-suite. These face-to-face interviews gave the media an opportunity to learn about strategic updates and trends in the IT services landscape.
- Focus on customer stories: Media always want to be able to speak with the end user. By identifying and working with the company’s customer base, we offered media valuable interviews with them that give media access they wouldn’t get elsewhere.
- Option for virtual meetings: Flexibility and understanding the change in behaviour has been an important element of the event process. Media are time poor and asking to take a few days out of the ‘office’ for an event can be a big ask. Offering virtual briefings ahead of the event gave those unable to attend an opportunity to engage with N-able and publish news without losing precious time travelling.
- Covering multi-media channels: We extended our reach to target podcasts to create a range of video content that can be used across channels to promote the event.
- Pitching early: Given the competitive nature of events, pitching as early as possible with ‘save the dates’ and having ongoing conversations with key journalists means we were able to secure their time in advance.
