fastaccounting Inc., a company that develops and provides AI solutions specialized in accounting for large enterprises, hosted a major online event titled:Beyond Accounting 2021 – Collaboration with AI
Our company supported the planning and execution of this online event by introducing creative strategies, developing a highly reusable event-specific website, and utilizing marketing automation tools to support efficient marketing activities.
We focused on the following three key points:
1.Creating a Reusable Website Structure
– A layout anticipating on-demand streaming (recorded content)
For this event, we created a dedicated landing page where users could register to attend. While live sessions were streamed via platforms such as Zoom, on-demand access required separate viewing pages. Therefore, we designed a website structure that could be reused for multiple purposes:
- Landing page for the live online event
- Landing page for on-demand access
- Individual viewing pages for each session
By designing the website with reusability in mind, we were able to reduce development time and allocate more resources to essential tasks such as lead generation and promotional activities.
A notable feature of the site was the use of modal windows on the timetable page. During the live event, modals displayed session information and speaker profiles. For on-demand access, these same modals embedded Vimeo video links, allowing for seamless content viewing.
2. Visual Identity Reflecting the Theme
– Designing within brand guidelines
Given the event’s theme of “collaboration with AI,” we aimed to convey a sense of innovation and technological advancement. At the same time, to reflect the improved efficiency AI brings to accounting, we chose a clean and fresh visual design.
We used gradient blue tones inspired by First Accounting Inc.’s corporate identity. While the company’s official logo features red on its corporate site, we used a gray logo variant here to shift the focus to the event itself and create a more neutral tone.
3. Automation for Efficient Operations
– Leveraging Marketing Automation Tools
To reduce manual tasks, we utilized marketing automation to handle repetitive processes such as list segmentation and conditional email delivery.
For instance, when restricting registration to corporate email addresses only, instead of manually screening applications, we configured automated filters and logic to reject or route individual cases based on predefined criteria.
Given the short lead time, it was also crucial to send targeted messages to different segments. Marketing automation allowed us to avoid over-communication by dynamically adjusting email frequency and content based on registration behavior and user engagement.
By strategically planning tasks like campaign management, lead segmentation, notifications, and auto-responses, we were able to automate the operational workflow and focus on maximizing the event’s impact.
We also integrated marketing automation with CRM, enabling real-time lead scoring and trigger-based actions such as alerting the sales team when key conditions were met. This cross-departmental alignment between marketing and sales helped streamline the entire funnel from acquisition to conversion.
In any marketing initiative, priorities may shift depending on the situation. The key is to assess what’s most important at each stage and apply resources accordingly for optimal performance.
