Creating an identity for a recurring event series that stays fresh and exciting with every season
The Pipeline Summit is Qualified’s self-hosted conference for B2B marketing and sales leaders to share their pipeline generation methods and strategies in an ever changing B2B landscape.
The project is continuously evolving — what began as a single virtual event is now a quarterly virtual conference with live components during Dreamforce season.
PROJECT GOALS
Position the summit as the preeminent thought leadership & learning event for B2B SaaS Marketers
Become an opportunity generating event that organically creates trust and community for both our brand and product
ROLES & DELIVERABLES
Concept, ideation, and full branding suite for the event that includes naming and content direction
Digital collateral spanning multiple platforms (paid ads, blogs, email, social)
Prospectus and C-suite share deck design
Joint art direction for event landing pages and other web presence
Ideation and concept development
At the start of the project, the team had 3 ideas for the event name. As part of the concept development, all three names were explored creatively through brand sprints. The colors are all extensions of the existing Qualified brand.
Final concept
The stakeholders gravitated towards the Pipeline Summit name presented as simple type with a wink: the pipeline funnel. Any marketer knows the funnel shape as it refers to the customer journey from Awareness to Conversion. It is used in a variety of ways in the branding — as a visual focal point in the logo, a dynamic element in color backgrounds used throughout assets, and as a container for photo images.
Summer ‘23 Recap Sizzle
Video Production Danny Pellissier
Landing pages
With each quarter for the Summit, the in-house team builds both a registration page and a post-event landing page that lives on as a catch-all for the recorded sessions. Invite emails, paid ads, blog and social posts, homepage banner, in-product log-in page, and footer banner all drive to the current page.
Role Consulting art direction
Web design Florina Dan
Creative direction Mike Twigg
Development Rock Gitard
Launch assets
After the initial launch as a standalone, the launch assets are now themed to the season colors. Aside from paid ads and Qualified socials, the attendees are given assets for their own promotion and the company sales and success teams are enabled to invite their prospects and customers.
The Pipeline Summit continues to be a successful in-house event, with an average of 80% net new attendees each quarter. The most recent summit at the time of this writing (Summer 20223) garnered $5.4M in influenced pipeline. The colorful and fresh creative and content has earned fans among attendees as well, so that attendees keep coming back every quarter.
Company Qualified
Role Brand Design Lead
Creative Director Jimmy Cabral