Marcus Evans Summits are one of the best uses of our marketing money

“Marcus Evans Summits have landed us over 25 deals. They are one of the best uses of our marketing money. The format is fantastic. Every Summit gives us eight to ten good leads” said Keith Parent, Chief Executive Officer, Court Square Group, a solution provider at the Marcus Evans Evolution Summit.

How would you describe your experience at Marcus Evans Summits?

At every Summit, I usually get one-on-one meetings with prospective clients as well as some casual meetings with them, over lunch or dinner. I get eight to ten good leads, of which two or three turn into follow-ups and a proposal.

Our meetings have resulted in over 25 deals over the last few years. Many were new clients, while some were new projects with existing clients. Sometimes people need us for their next clinical trial six to ten months down the road, other times they need us the second time we meet. People also move around companies, so they might have a need for us in their next position. We have also ended up working with a few of the vendors.

In this industry, is it difficult to generate qualified leads or access decision-makers?

Yes, in the pharma and life sciences world, it is very difficult to get in the front door of decision-makers. That is what makes the Summits so valuable as we get to meet with the C-level executives, the heads of clinical development, the right people who have the budget and the ability to act on it. We meet the ideal person, not their gatekeeper. At many other events around the country, most attendees are one or two levels below the decision-makers.

How else do the Summits differ from other industry events?

The Summit format is fantastic. Having a few days to sit down with the heads of clinical operations or the CEOs, and being able to talk to them in a casual setting over a meal, really drives the point home and makes it more personal.

Marcus Evans does a great job of limiting the number of vendors, so you know that all attendees have been vetted and are of a very high quality. The fact that the delegates have the ability to sign off on projects is very important. I don’t feel that I’m meeting with gatekeepers when I attend a Marcus Evans Summit.

Would these clients have taken any cold calls or emails from you, if you hadn’t met at the Summit?

The likelihood would have been very low. In this industry, people need to understand what you are all about before they engage with you. When you go to a roundtable discussion at the Summit and ask questions, people can see how knowledgeable you are in the industry, and that opens up new conversations. If we cold call someone, it’s just a sales call. We never know when we will hit them. The advantage of the Summit is that people are in the buying mode and engaged. They know they will meet different vendors and have thought of what solutions they require. They have seen our profiles and know what we do, so they are predisposed to listening to what we offer. This makes a big difference. The entire process for the delegates and vendors is much more seamless and quicker. Even if they don’t need your solution straight away, you have the chance to form a relationship and leave an impression, which can help you land them later. We are very good at following up with the delegates and that is partly why we have been so successful.