The Drum Network
Global Chapter Scaling
B2B marketing techniques that grew The Drum Network +20% via member-hosted city chapters
How do you market to the world’s best marketers to get them to do your B2B marketing?
Challenge
By speaking to members, Niki learned that The Drum Network’s audience were crying out for human networking coming out of the Covid years. In fact, member agencies in Chicago, Singapore and Amsterdam were keen to collaborate on content and events to help bring in new members and catalyse those connections.
Insight
How do you turn a community into its own network effect?
Niki worked with existing network members — like Vayner Media, Global Street Art and Pixel Artworks — to orchestrate a series of The Drum Network member-hosted events in London, Amsterdam, Chicago, New York and Singapore.
The dual-purpose events allowed members to showcase their agency culture and thinking to potential client brand marketers via video content on The Drum, while also facilitating inter-agency networking and dealmaking behind the scenes, and a glimpse into the community for selected non-members.
The events helped The Drum Network grow +20% to reach its highest ever membership level while also providing valuable content for thedrum.com — and the members.
Brand
The Drum
Industry
Media
Professional Services
Skills
B2B Marketing
Events
Engagement Marketing
Network Effect
Membership
Led by
Niki McMorrough
Photos © Ezzidin. A
Headline results from B2B marketing techniques powering The Drum Network's chapter programme
+20%
increase in membership base
>100
organic posts from leaders at host and guest agencies
5 cities
Events in London, New York, Chicago, Amsterdam & Singapore
★★★★★
5 star member ratings
Event marketing in action: chapter events with Global Street Art, Pixel Artworks, Mekanism, MX Group, VaynerMedia & VML
Questions worth answering
-
If your members are already recommending each other and showing up at the same events informally, the community is there. It just needs structure. We help you spot the markets with density and appetite, and the right members to anchor each city. Let’s talk about what yours looks like.
-
Usually with a conversation about where the demand already is. We look at your member concentration, talk to a handful of people in those markets, and form a plan. You don’t need five cities at once. One done well proves the rest. Let’s discuss your first chapter.
-
We lead the strategy and event design, work with you to brief the right member hosts, and capture content so each event has a life beyond the day. You stay close to the brief; we handle the build. Everything starts with a conversation. Let’s see if there’s a fit.