Ariba is the leader in the Enterprise Spend Management (ESM) market. Enterprise Spend Management is a new class of solutions that focus on delivering a closed loop of control and leverage over a company's spend, including assessing spending activities, conducting effective sourcing and capturing and reconciling spend enterprise-wide.

Anderson Baillie have project managed the Ariba conferences for the past 3 years

Previously ran as the Ariba B2B Forum’s, LIVE 2002 London was rebranded in 2002 in line with the corporate LIVE programme of events running through-out the States and Europe. Anderson Baillie have project managed the Ariba conferences for the past 3 years, attracting a combined total of over 2000 high level delegates from multiple verticals.

Bring together both customers and prospects

The primary objective of LIVE 2002 London was to provide a platform to bring together both customers and prospects in a networking and educational capacity to showcase the successes of Enterprise Spend Management from the previous year.

Attract high-level delegates

The measured success of the conference depended upon Anderson Baillie’s ability to attract high-level delegates from targeted organisations and produce a professionally managed and executed event.

Encouraged networking

The format of the day assembled distinguished speakers in a morning plenary session followed by afternoon break out tracks featuring topical presentations. Partners and suppliers had the opportunity to be part of a showcase area which encouraged the networking aspect of the day.

Fully integrated marketing communications campaign

Anderson Baillie Projects were assigned the task of delivering and managing all the requirements for the conference including liaison with Ariba sponsoring partners and suppliers and developing a fully integrated marketing communications campaign to promote the event to senior purchasing managers.

The integrated communications campaign was devised to take prospective delegates through awareness, information gathering and reminder stages in order to secure delegate registrations.

Strong campaign brand for LIVE2002

Anderson Baillie created a strong campaign brand for LIVE2002, the assets of which could be easily transferred onto all campaign components from direct mail and emails to the conference signage.

The promotional campaign was launched with direct mail to generate awareness and provide the initial information on speakers and content for the event. This was supportedby a series of adverts placed in key purchasing publications. A sequential Emarketing campaign re-enforced the event awareness and communicated conference details and updates on a weekly basis in the final run up to the conference.

Strong foundation to build upon for future LIVE events

Supporting the promotional campaign was an event microsite where prospective delegates could find the most up-to-date agenda and register to attend. The post event campaign analysis showed that the four eShots generated 27% of the overall event awareness, with 35% of delegates registering online. This joined-up campaign created a strong identity for the LIVE brand and sets a strong foundation to build upon for future LIVE events.

The post-event analysis proved that yet again the conference was a major success for Ariba and its partners with 20% of delegates being director level or above and 107 individual companies represented.

95% likely to attend future conferences

Consistently high feedback scores were achieved from delegates with over 95% stating that they were likely to attend future conferences. 6 different analysts were represented including Gartner, Datamonitor, Frost & Sullivan, Forrester, eMetaprose and AMR, reinforcing Ariba’s position as a thought-leader in this market.

"Given the turbulent market conditions for the second year running, it was satisfying to see such a positive turnout forLIVE 2002. Anderson Baillie have played a huge part in ensuring the continued success of these events and helping to build our reputation for delivering informative, enjoyable, well researched conferences."

John Watton, Marketing Director, Ariba