Background
The Online Broker Summit became the industry's most anticipated event, thriving through major market shifts like new app entrants, AI adoption, and the COVID-driven boom in retail trading. The event and its website excelled at generating new business contacts, earning media attention, accelerating launches and building relationships. It had proved a valuable go-to-market channel and field teams were eager to replicate this in other regions.
Challenge
Seasonality and cost made scaling a challenge. Sponsorships helped, but the biannual schedule often left partnering firms cold with high contact turn-over. Earned media, customer deals and inbound opportunities all spiked in the weeks leading up to and following the event, but would dip afterwards. Many smaller, iterative innovations felt stale by the time the next event occurred.
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