Events & Partnerships

Panduan perencanaan dan eksekusi events serta co-marketing partnerships untuk memperkuat brand Divistant, generate leads, dan membangun relasi strategis. Diselaraskan dengan nilai Respect dan Adaptability dari CIRCCA.

Kapan & Untuk Siapa

Aspek	Keterangan
Kapan dibaca	Saat merencanakan webinar, conference participation, partnership program, atau community event
Untuk siapa	Marketing Lead, Content Marketing, Sales, Leadership
Prasyarat	Marketing Overview, ICP & Buyer Persona, Outbound & ABM

Tujuan & Outcome

Tujuan	Outcome
Membangun brand visibility di target market	≥4 events per quarter (hosted + participated)
Generate high-quality leads melalui event engagement	≥15% event attendees convert ke MQL
Membangun partnership network untuk co-marketing	≥2 active co-marketing partners per year

Definisi Istilah

Istilah	Definisi
Hosted Event	Event yang diselenggarakan oleh Divistant (webinar, workshop, roundtable)
Participated Event	Event pihak lain dimana Divistant hadir (conference, expo, speaking engagement)
Co-Marketing	Kolaborasi marketing dengan partner untuk mutual benefit
Speaker Program	Program untuk memposisikan Divistant experts sebagai speakers di industry events
Roundtable	Forum diskusi kecil (10-15 orang) dengan topik spesifik, biasanya executive-level

Event Types & Strategy

Event Portfolio

Type	Format	Audience Size	Tujuan Utama	Frekuensi	Lead Quality
Webinar	Online, 45-60 min	30-100	Thought leadership, lead gen	1x/bulan	Medium
Workshop	Online/offline, 2-3 jam	15-30	Deep engagement, demonstrate expertise	1x/quarter	High
Executive Roundtable	Offline, 2 jam + dinner	8-15	C-level relationship building	1x/quarter	Very High
Conference (Speaker)	Offline, 30-45 min talk	50-500	Brand awareness, authority	2-4x/year	Medium
Conference (Booth)	Offline, 1-3 days	Varies	Brand visibility, lead collection	1-2x/year	Low-Medium
Community Meetup	Online/offline, 1-2 jam	20-50	Community building, awareness	1x/quarter	Low
Partner Webinar	Online, co-hosted	50-200	Combined audience reach	1-2x/quarter	Medium

Webinar Playbook

Planning (T-4 minggu)

Task	PIC	Deadline	Detail
Topic selection	Marketing Lead	T-4w	Align dengan content calendar, ICP pain points, keyword demand
Speaker identification	Marketing Lead	T-4w	Internal SME atau guest speaker
Content outline	Speaker + Content Mkt	T-3w	Outline, key takeaways, slides structure
Registration page	Digital Mkt	T-3w	BizOps Web Form + landing page
Promotion plan	Digital Mkt	T-3w	Email, LinkedIn, partner promotion schedule

Promotion (T-3 minggu s/d event)

Touchpoint	Timing	Channel	Detail
Announcement	T-3w	LinkedIn + Email	Save the date, topic teaser
Email invite #1	T-2w	Email (segmented)	Full description, speaker bio, registration CTA
LinkedIn posts	T-2w, T-1w, T-3d	LinkedIn	Different angles: topic, speaker, key takeaway
Email invite #2	T-1w	Email	Reminder + urgency
Partner promotion	T-2w s/d event	Partner channels	If co-hosted or partner audience relevant
Day-of reminder	Event day, -2 jam	Email	Join link + agenda

Execution (Event Day)

Task	PIC	Detail
Tech check	Digital Mkt	30 min sebelum: audio, video, screen share, recording
Host/MC	Marketing Lead	Welcome, intro speaker, manage Q&A, closing
Presentation	Speaker	30-35 min content
Q&A moderation	Marketing Lead	10-15 min, collect unanswered questions
Recording	Digital Mkt	Ensure recording is on, backup recording
Live engagement	Content Mkt	Post highlights on LinkedIn real-time

Post-Event (T+1 s/d T+14 hari)

Task	PIC	Timing	Detail
Thank you email	Digital Mkt	T+1d	Recording link + slides + additional resources
No-show email	Digital Mkt	T+1d	Recording link + key takeaways
Attendee scoring	Digital Mkt	T+1d	Add behavioral score (+10 attendance) di BizOps CRM
Follow-up nurture	Digital Mkt	T+3d	Related content + soft CTA
Content repurpose	Content Mkt	T+7d	Blog recap, LinkedIn carousel, newsletter feature
Performance analysis	Marketing Lead	T+14d	Registrations, attendance rate, MQLs generated

Webinar KPIs

Metric	Target	Benchmark
Registrations	≥50 per webinar	Varies by topic
Attendance Rate	≥40%	B2B average: 40-50%
Engagement (Q&A, polls)	≥30% attendees active	25-35%
MQL Conversion	≥15% attendees → MQL	10-20%
Content Repurpose	≥3 pieces dari 1 webinar	Blog + social + newsletter

Conference & Speaking Program

Speaker Program Framework

Aspek	Detail
Objective	Posisikan Divistant experts sebagai thought leaders di industry events
Target events	Tech conferences, digital transformation summits, industry forums di Indonesia
Speaker pool	Leadership, Senior Consultants, Practice Leads
Topics	Align dengan pillar topics: Digital Transformation, ERP/Business Systems, Engineering Excellence, Data & AI

Speaker Preparation

Step	PIC	Timeline	Output
Identify target events	Marketing Lead	Quarterly	Event calendar
Submit speaker proposals	Marketing Lead	Per event deadline	CFP submission
Develop presentation	Speaker + Content Mkt	3-4 minggu sebelum	Slide deck + speaker notes
Rehearsal	Speaker + Marketing Lead	T-1w	Dry run, timing check, Q&A prep
Pre-event promotion	Digital Mkt	T-2w	Social posts, email to contacts
Post-event follow-up	Digital Mkt	T+1w	Content repurpose, lead follow-up

Conference Booth Checklist

Booth design sesuai brand guidelines
Collateral printed: brochures, one-pagers, business cards
Demo setup: BizOps live demo, case study display
Lead capture mechanism: QR code → form, badge scanner
Giveaways (optional): branded, useful items
Staffing schedule: min 2 people at booth at all times
Talking points briefing for booth staff
Post-event lead import ke BizOps CRM (within 24 jam)

Executive Roundtable

Format

Aspek	Detail
Size	8-15 attendees (executive level)
Duration	2 jam diskusi + optional dinner
Venue	Premium restaurant/hotel meeting room
Format	Moderated discussion, bukan presentasi. Divistant sebagai facilitator
Topic	Relevant industry challenge (e.g., "Digital Transformation in Banking 2026")
Invitation	Personal invite dari Divistant Leadership

Execution Timeline

Task	Timing	PIC
Topic & format planning	T-8w	Marketing Lead + Leadership
Venue booking	T-6w	Marketing
Guest list compilation	T-6w	Sales + Marketing
Personal invitations	T-5w	Leadership (personal email/call)
Confirmation follow-up	T-3w, T-2w	Sales
Discussion guide preparation	T-2w	Marketing Lead
Event execution	Event day	All
Thank you note + summary	T+2d	Marketing Lead
Individual follow-up meetings	T+1w	Sales

Partnership & Co-Marketing

Partnership Types

Type	Contoh Partner	Collaboration
Technology Partners	Cloud providers (AWS, GCP, Azure), SaaS vendors	Joint webinars, co-authored content, referral programs
Consulting Partners	Complementary consultancies (different domain)	Joint proposals, knowledge sharing, event co-hosting
Industry Associations	ACIA, APTIKNAS, industry-specific associations	Speaking opportunities, sponsored events, research participation
Media Partners	Tech media, business publications	Guest articles, sponsored content, event coverage
Academic Partners	Universities, research institutions	Research collaboration, talent pipeline, guest lectures

Co-Marketing Playbook

Step	Detail	PIC
1. Identify	Find partners with complementary audience, aligned values	Marketing Lead
2. Propose	Pitch co-marketing concept with mutual value proposition	Marketing Lead
3. Plan	Joint content calendar, shared responsibilities, success metrics	Both teams
4. Execute	Co-create content, co-host events, cross-promote	Both teams
5. Measure	Track leads, reach, engagement per partner	Digital Mkt
6. Review	Quarterly review, adjust or expand partnership	Marketing Lead

Co-Marketing Content Ideas

Format	Effort	Reach Potential	Contoh
Co-hosted webinar	Medium	High	"Cloud Migration Best Practices" with AWS partner
Joint whitepaper	High	Medium-High	"Digital Transformation Maturity in Indonesian Enterprises"
Guest blog exchange	Low	Medium	Write on partner's blog, partner writes on ours
Case study collaboration	Medium	Medium	Joint project success story
Referral program	Low	Ongoing	Structured referral fees/commissions

Budget Framework

Event Budget Template

Category	Webinar	Workshop	Conference (Booth)	Roundtable
Venue/Platform	Rp 0-500K	Rp 2-5M	Rp 15-50M	Rp 5-10M
F&B	—	Rp 1-3M	—	Rp 5-15M
Collateral	—	Rp 500K-1M	Rp 3-5M	Rp 500K
Promotion	Rp 1-3M	Rp 2-5M	Rp 5-10M	Rp 1-2M
Estimated Total	Rp 1-3.5M	Rp 5.5-14M	Rp 23-65M	Rp 11.5-27.5M
Cost per Lead	Rp 20-70K	Rp 180-470K	Rp 230-650K	Rp 770K-3.5M

Flow di BizOps

Kebutuhan	Module	Keterangan
Event registration	Web Form	Registration forms → Lead auto-creation
Attendee management	CRM → Lead + Tags	Tag leads with event name, track attendance
Email invitations	Newsletter / Email Template	Event invite sequences
Campaign tracking	CRM → Campaign	Link event leads to specific campaign
Post-event follow-up	Email Template	Automated follow-up sequences
ROI tracking	Insights	Event cost vs leads vs pipeline generated

Skenario Umum

Skenario 1: Webinar registrations tinggi tapi attendance rendah (<30%)

Situasi: 80 registrasi tapi hanya 20 yang hadir.

Tindakan: (1) Kirim reminder email: T-1d, T-2h, T-15min. (2) Add calendar invite otomatis saat registrasi. (3) Tease exclusive content yang hanya available live. (4) Optimize timing — Selasa-Kamis 10:00-11:00 WIB biasanya optimal. (5) Kirim recording ke no-shows — mereka masih engaged.

Situasi: Ada conference bagus tapi sponsorship mahal dan budget terbatas.

Tindakan: Alternatives: (1) Submit speaker proposal (free exposure). (2) Attend tanpa booth — network actively. (3) Host side event (roundtable/dinner) timed dengan conference. (4) Negotiate smaller package: speaking slot only. (5) Partner dengan sponsor lain untuk shared booth.

Skenario 3: Partnership proposal datang tapi tidak yakin value-nya

Situasi: Perusahaan X mau co-marketing, tapi tidak yakin apakah audience mereka overlap.

Tindakan: Evaluate: (1) Apakah audience mereka sesuai ICP kita? (2) Apakah brand mereka aligned (quality, values)? (3) Apakah ada concrete deliverable yang bisa diukur? (4) Start small — coba 1 co-webinar dulu sebelum commit long-term. (5) Set clear metrics dan review after 1 collaboration.

Checklist

Pre-Event (All Types)

Objective dan target metrics sudah didefinisikan
Budget sudah diapprove
Target audience dan invite list sudah ready
Content/slides sudah finalized dan di-review
Registration/RSVP mechanism sudah setup
Promotion plan sudah berjalan
Post-event follow-up sequence sudah disiapkan
Lead capture mechanism sudah tested
BizOps CRM campaign sudah created

Post-Event (All Types)

Thank you communication sent (within 24 jam)
Leads imported ke BizOps CRM
Lead scoring updated (event attendance points)
Follow-up nurture sequence activated
Content repurposed (≥2 pieces)
Performance metrics compiled
ROI calculated (cost vs leads vs pipeline)
Learnings documented untuk improvement

Tanggung Jawab

Aktivitas	Marketing Lead	Content Mkt	Digital Mkt	Sales	Leadership
Event strategy & calendar	R/A	C	C	C	A
Webinar planning & execution	R	R	R	I	I
Speaker program	R	C	I	I	C
Conference participation	R	C	C	C	A
Executive roundtable	R	I	C	R	R
Partnership development	R/A	C	C	C	A
Event promotion	A	C	R	C	I
Post-event lead management	A	I	R	R	I
Event ROI reporting	R	I	R	C	I

R = Responsible, A = Accountable, C = Consulted, I = Informed

Referensi

Halaman terkait dalam Marketing Playbook:

Marketing Overview — SLA untuk event requests
Outbound & ABM — Events sebagai ABM tactic
Content Strategy & Calendar — Content repurpose dari events
Brand Guidelines — Visual standards untuk event materials
Marketing KPIs & Dashboard — Event metrics tracking

Playbook lain:

Presales Playbook — SME speakers, technical workshops
Company Playbook — External communication policy

Marketing Playbook