INCREASED OPERATIONAL EFFICIENCY
In the past, page creation was a slow process with different stakeholders. It took roughly one month to create a single event page. However, with Bizzabo, SEMrush was able to cut the speed of creating and publishing event pages.
“With Bizzabo it takes one week to put the event website together, make revisions, test it out, and launch it.”
Along with the reduced time to publish, SEMrush also minimized the number of dedicated team members preparing the event website. By allowing marketers to make changes to event pages, Bizzabo helped SEMrush save their design and developer resources for more critical projects. This helped drive the team’s operational efficiency.
“Events are a living creature and changes that happen need to be reflected on your website,” Aleksandra said. “Bizzabo allowed us to do that immediately. I could open my laptop and make a change in two minutes rather than sending a JIRA task to the development team and waiting for a response.”
In sum, the SEMrush team was able to create more on-brand event pages with less resources.
POWERFUL WEB AND MOBILE ANALYTICS
With other event solutions, SEMrush found it difficult to track attribution on different channels and surface fundamental performance metrics.
Thankfully, analyzing the results from different promotions became easier with Bizzabo. For example, by adding a Facebook Pixel or Google Analytics tracking code to the Bizzabo website, event organizers could easily surface the performance of different promotional efforts.
SEMrush also used the Bizzabo mobile event app for the SEMrush LIVE user conference. Key information like the number of attendees engaged with the app provided proof that attendees were highly engaged with the app during the event.
As Aleksandra said, “We had both the verbal proof from real people backed by data. This gave us what we needed for further investments and a strategy for building an even better experience with the mobile app.”
BRANDING: “THE ICING ON THE CAKE”
Branding proved to be an obstacle when the SEMrush team relied on internal tools and that radically changed with the introduction of Bizzabo.
Regardless of design or developer experience, Bizzabo allowed any member of the SEMrush team to quickly create pages without CSS or HTML. This was critical when building out multiple roadshows and preparing larger events.
“It’s with great relief that we can enter the Bizzabo platform and immediately create a nice, branded event page. And the icing on the cake was the ability to create a branded sub-domain that looks great and easily integrates to our main website.”