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Marketing and Events Veteran, Formerly of Hopin, Joins Experiential Tech Startup As Experience Economy Takes Off Around The World
SAN FRANCISCO, Aug. 22, 2022 /PRNewswire/ -- AnyRoad, the leader in Experience Relationship Management (ERM), today welcomed Lauren Sommers as its first Chief Marketing Officer. A marketing, events, and branding expert with more than 15 years of experience, Lauren will lead the company's strategic global marketing efforts and help shape an entirely new category of software powering consumer events and experiences, as brands around the world look to capitalize on the experience economy.
Lauren most recently served as Interim CMO at Hopin, a virtual events startup that redefined how people connected across the globe during the pandemic and achieved a valuation of nearly $8 billion. There, she led a 40-person marketing team, which provided 70% of the company's sales pipeline to help it grow to over $100 million in ARR in under two years. Prior to Hopin, Lauren served as the VP of Corporate and Brand Marketing at customer intelligence platform Gainsight, where she oversaw global integrated marketing programs including corporate events and field marketing. She previously held leadership roles at Marketo, Blue Yonder and App Annie.
"Creating and measuring brand experiences is so important for building lasting customer relationships - but as an event marketer myself, and someone who has been selling to brands for many years, I know firsthand the challenges that exist in the industry," said Lauren Sommers, Chief Marketing Officer at AnyRoad. "AnyRoad brings clear value and ROI to an area that often lacks any real measurement or data. I look forward to playing a role in changing how brands invest in experiential and helping them take advantage of data to drive affinity and loyalty."
Lauren joins AnyRoad at a time when more than 400 brands delivering 200,000 in-person experiences every month rely on the platform to optimize their experiential programs and capture meaningful data to forge stronger relationships with consumers. To keep up with global demand for the experience economy, the company recently raised a $47 million Series B funding round and has made several other strategic hires, including Iain Hassell as its first Chief Financial Officer and Greg Klingaman as VP of Strategy and Field Operations, EMEA - its first Europe-based leadership hire - previously of Diageo.
"The next decade's most successful brands - the ones that build actual emotional connections - will look more like experience providers than traditional goods businesses," said Jonathan Yaffe, co-founder and CEO of AnyRoad. "Our customers are evolving their businesses constantly, and as we continue to scale alongside them, I could not have dreamed of a more suited candidate to take on our first CMO role. Lauren's deep SaaS knowledge combined with her passion for building human-first connections through experiences will help bring our organization to the next level."
AnyRoad is actively recruiting for numerous positions. If you'd like to partner with Lauren and join the marketing team, visit https://www.anyroad.com/careers.
AnyRoad is the leading consumer Experience Management platform enabling global brands to properly measure, scale, and implement their offline and online event experiences. AnyRoad empowers companies to create brand loyalty, change consumer behavior, and better understand their brand associations by providing them with data intelligence sourced from experience-based marketing.
Companies like Budweiser, Honda, Diageo, Michaels, Unilever, and Tabasco all count on AnyRoad to measure the impact of their experiential marketing. AnyRoad's software integrates into CRM, loyalty, ERP, and POS systems to complete the loop, building the model of exactly how these experiences build loyalty, increase brand perception, and increase revenue. For more information, visit www.anyroad.com.
Step 1: Evaluate Your Scheduling Software Needs
Before researching online booking systems, evaluating your business needs is essential. After all, you don’t want to overspend on bells and whistles when you only need an online form. For newer events looking to scale, a more sophisticated system might be the goal but not the starting point.
Consider the type and size of your business, the nature of your services, and the volume of transactions you handle. For instance, if you run tours and tastings, you should look at solutions meant for high-volume enterprises that can include add-on shirts, beer steins, and more.
Scheduling Software Flowchart
We made a helpful flowchart to help you decide if you’re ready to invest fully in online bookings or look into a free scheduling app, like Google Forms, as a better starting point.
As someone trying to make smart investment decisions, you don’t want to buy a booking and ticketing solution that doesn’t meet your needs. Use our guided questions to determine where you are in your investment journey.
2. Compare Booking Page Features and Pricing
Booking Page Features
Once you have a clear idea of your business needs, you can compare online booking systems that meet your criteria. Have a list of your most essential needs and what would be nice for you to have. Some features you should consider including on your list include:
- Website integration
- Branded booking page
- Configurability to match your brand
- Payment processing and add-on sales
- Automated reminders
- Automatic data analysis
- Feedback collection and analysis
Rank these on a scale of one to ten, with one being the least important and ten being the most important. That way, if you need to sacrifice a feature for a must-have, you’ll know exactly what you can do away with and what you can’t do without.
Scheduling Software Pricing
Besides shopping around for the right features, factor pricing into your decision. You want to use the scheduling software that gives you the best return on investment. So don't choose to sign up for the most expensive or cheapest option right off the bat — many times, you will need to look into more than just pricing on the surface.