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Case Study: How Macrovision uses conferences to connect.(Vertical Insight: IT Managers)(Macrovision Corp.)(Brief Article)
B to B, September, 2005
Objective: Increase awareness of Macrovision and establish the company as a thought leader in the tech industry.
Strategy: Revamp the company's SoftSummit user forum to be less company-focused and more industry-focused, adding high-profile speakers from well-known companies.
Results: Attendance, sponsorships and media coverage have increased dramatically.
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