For Twoday, event partnerships are an opportunity to strengthen existing customer relationships, meet difficult-to-reach decision-makers and create new business opportunities through meaningful conversations.
We have achieved such strong results that it makes absolute sense for us to continue participating, says Jaakko Koivisto from Twoday’s marketing.
The nature of each conversation depends on the customer, their role and the type of event. According to Koivisto, Twoday approaches each encounter based on the customer’s role, needs and existing relationship with the company.
With current customers, the focus may be on deepening the relationship and identifying opportunities to expand ongoing cooperation. With new contacts, the first priority is often to understand their business challenges.
“The conversations vary greatly depending on who we are speaking with. With an existing customer, we might explore how to expand our collaboration. With a new contact, we want to understand what challenges they are facing and where we could bring value.”
30 high-quality conversations in one day
Ultimately, twoday evaluates event partnerships through commercial results. However, executive-level B2B sales rarely happen overnight. A valuable conversation at an event may not translate into revenue until months—or even a year—later.
That is why Twoday also uses the number of valuable conversations as an immediate measure of success.
“Our immediate measure is the number of conversations our people consider genuinely valuable. If we have 30 high-quality discussions during the day, we know they will eventually be reflected in the commercial results.”
This longer-term perspective is essential when assessing the value of executive engagement. The commercial results may take time to materialise, but the number of valuable conversations provides an early indication of the event’s impact.
For Koivisto, the most important strength of Professio Executive events is the quality of the audience.
The number one benefit is the participant profile. The events bring together busy decision-makers who are often extremely difficult to reach through other channels.
Their participation gives Twoday an opportunity to meet busy decision-makers who would otherwise be difficult to reach.
The opportunity to arrange meetings in advance is another important part of the partnership. It allows twoday to build a valuable agenda before arriving at the event—and makes it easier to involve the company’s most in-demand experts.
“If we simply asked our experts to attend because there might be interesting people there, their enthusiasm might be limited. But when we can show them a schedule filled with high-quality meetings with important customers, they want to be involved.”
For twoday, the demand to participate can even exceed the number of places available.
“Rather than persuading people to attend, we often have to decide who gets to join us.”
The third factor Koivisto highlights is the quality of the cooperation with the Professio Executive team. Planning begins well in advance, communication continues throughout the process and any changes are addressed quickly.
The entire process works smoothly. We start planning early, communication remains active until the event day and we hear about any changes immediately.
Open dialogue allows both parties to continuously consider how to achieve better results and develop the events further.
“Feedback works naturally in both directions. The shared focus is always on how we can achieve better results and create even stronger events. The overall quality of the collaboration is a major reason why the partnership works so well.”
Professio Executive creates structured access to hard-to-reach decision-makers and turns that access into meaningful conversations that drive long-term commercial results
*Key Metrics 2025
Target the decision-makers who matter. See how 15 minutes can redefine your C-level engagement.
Ville Hollstein, Head of Sales, Partner
+358 (0)40 704 7676
