Marcela Ricci

Events

Examples of past events that I’ve managed from start to finish in both planning and marketing roles. All event marketing below fell under an ABM strategy that guided highly personalized messaging and content to engage with prospects from respective TAL segments. For content samples, please see my portfolio or contact me to see additional work.

AWS re:Invent

Nov 2023 • Las Vegas, NV
Britive • Lunch & Learn

AWS re:Invent is an in-person annual conference for the global cloud-computing community. To facilitate getting face-to-face with prospects during the busy event, I organized an invite-only lunch and learn for prospects in a private dining room overlooking the Bellagio fountains. Outreach was focused on target accounts within the healthcare and life sciences verticals, and we were joined by an enterprise life sciences customer to present a case study over great food and wine. Results included:

  • Registered attendance exceeded goals by 125%.
    • 80% of attendees from TAL.
  • 7x ROI in new pipeline generated from event.
  • Customer presentation leveraged for video and written case study, driving FY25.Q1 AWS channel partner strategy.

Gartner IAM Summit

April 2023 • Dallas, TX
Britive • Dallas Stars VIP Suite

The Gartner Identity and Access Management Summit is an annual event that gathers cloud identity and security industry leaders for a three-day event in Dallas. In order to meet with target accounts, I organized a private event for prospects and customers that included:

  • Private suite at a Dallas Stars hockey game for VIP prospects with transportation to-and-from.
  • Custom fitting for a brand new pair of cowboy boots to commemorate the experience.
  • Outreach included a digital direct mail invite promoting the event and incentive.
  • Achieved goal of meeting in-person with 8 prospects during the game.
  • Personalized follow-up plan implemented by SDR and AE teams within 24 hours of event.

Identiverse

June 2023 • Las Vegas, NV
Britive • Booth sponsorship, raffle, private VIP events

Identiverse is the cloud identity industry conference of the year, attended by industry experts from around the world. For the 2023 event, in addition to sponsoring a booth, I organized a series of exclusive side events in order to engage with prospects from Britive’s target account list. Activities included:

  • Booth sponsorship and raffle to design a custom pair of Nike’s in addition to swag.
    • 500+ net new leads from booth visits.
  • Invite-only happy hour at High Roller with, the world’s tallest ferris wheel, with an open bar, DJ, and a 360 view of the Las Vegas strip.
    • Incentives included a $50 casino chip with the message “The safest bet you’ll place all year is with Britive”.
  • VIP helicopter ride over the strip with champagne reception for 8 guests.
  • Events resulted in 4 opportunities, 1 closed-won.

Nobu Dinner Series

Fall 2022 • Chicago, Dallas, New York, Palo Alto, Seattle
Britive • Regional private dinner series

During a break in between conference seasons, I executed a regional field event strategy to engage with prospects in a private dinner series hosted by Britive. The dinners were held at Nobu restaurants in 5 different sales regions, and had a max of 12 people each, including 6-8 prospects and 1-2 customers.

In addition to organizing the dinners, executive swag, and promotion, I worked with sales and CS to identify where our key prospects were, and which customers would be willing to participate in those locations.

This dinner series resulted in 3 net new opportunities.

IMEX AMERICA

November 2021 • Las Vegas, NV
Certain • Booth sponsorship and giveaway

IMEX America is the largest events industry tradeshow in North America, so for the first in-person event post-pandemic, this was an opportunity to get face time with prospects for the first time in nearly 2 years. We successfully drove traffic to Certain’s booth with free flavored water in branded reusable water bottles (you’re welcome, Vegas hangovers!) and a raffle for a $250 travel voucher. Results of the event included:

  • 50+ booked booth demos, 90% attendance rate
  • 2 net new opportunities with enterprise target accounts
  • 1200+ net new leads from booth visits
  • Increased participation in #EVENTS360 community and virtual chat series through face-to-face networking.

#EVENTS360

2020-2021 • Virtual
Certain • Online Event Series & Community

Certain’s #EVENTS360 was an interactive virtual event series and online community developed during the pandemic to continue engaging with prospects and the events community. We were joined by speakers from enterprise customers, prospects, and partners including Adobe, IBM, Zoom, and more. Strategy and results:

  • Personlized invitations to tailored session tracks developed for key segments.
  • Events included networking “lunch-and-learn” style sessions with industry influencers.
    • Invites included UberEats vouchers for attendees.
    • Guest presenters were sent at-home speaker kits with ring light, camera, microphone, and custom virtual conference backgrounds.
  • Monthly chat series featuring industry leaders and influencers.
  • Program drove 6 opportunities and 1 closed-won deal.
  • Grew online global events community resulting in 2x increase in social media followers.