EdgeFive Group — Cultivating Immersive Marketing Experiences and Corporate Events, from Conception to Execution

Event marketing is entering a guerrilla era where the physical and the virtual cross paths, offering new options for marketing professionals who create buzz over a service, product, or brand. Event production and marketing done well, is responsible for transforming your run-of-the-mill corporate event into a captivating and engaging experience. A marketing and event production company will plan, coordinate, and oversee the event. Event marketing strategies leave a lasting, brand-focused impression by grabbing the attention of a group of people who are gathered together and will provide each of them with an experience that will resonate in their minds.

EdgeFive Group is an industry-leading marketing and event production company. With a unique combination of unmatched marketing and sales experience, the firm supports event and marketing teams globally. Whether it’s through live event production, launching a new product or creating go-to-market strategies, EdgeFive Group has the expertise and resources to help organizations scale and grow. With a complete turnkey event production solution, the firm provides branding, creative strategy, design, marketing and media, and talent acquisition to ensure the success of your event.

The company was founded in 2018 and is headquartered in Salt Lake City, Utah.

Interview Highlights: Jesse Carrillo

Can you tell us about your company in brief?

EdgeFive Group is a marketing and event production company. We support event and marketing teams globally to bring our clients’ messaging to life. Whether it’s through live event production, launching a new product or creating go-to-market strategies, we have the expertise and resources to help organizations scale and grow.

How does your solution help your clients to create and maintain the interests of targeted customers?

One thing that sets EdgeFive Group apart from other marketing and event companies is, we work closely with our clients to understand their short and long-term marketing and sales goals. This ensures that we develop a targeted strategy for our clients to deliver lasting Return on Investment (ROI). Whether our clients’ goal is to generate new sales leads for pipeline growth or to build loyalty in their partner network, we can help them create customized approaches.

An example of this would be our partnership with Apttus. Apttus had previously struggled with developing a sustainable strategy to create opportunities for meaningful interactions with their current customers and partners. Working closely with the Apttus team, we assembled a series of highly engaging, in-person events in 2019 across the U.S. We produced customer-focused roadshow events in addition to several larger events for Apttus that included their partner community. Each event was designed with educational content, live demonstrations, and networking opportunities to ensure valuable facetime. For the first time in Apttus event history, we saw record-breaking registration numbers in addition to completely selling out sponsorships.

With live events being postponed or canceled altogether, how are you helping CMOs achieve their goals for the year?

A comprehensive marketing plan includes live events, however, in the current climate where event organizers are postponing or canceling events—marketers need to ensure that their strategy includes a diverse approach to connecting with customers, prospects, and partners around the world. Currently, we are assisting our clients with understanding how they can future-proof their marketing plan in the wake of mass disruption in the live event industry. We have developed a unique offering that delivers impactful and immediate results, driving significant pipeline growth and increasing customer retention. EdgeFive On-Demand^® — helps our clients create an effective marketing strategy to reach target audiences globally via multiple channels.

What are some of the trends that you expect to have an impact in the event industry this year and how is EdgeFive Group planning to leverage these trends and evolve?

We see two trends that are emerging in the event industry this year:

1. Intelligent events. In 2019 alone, 98 percent of our clients used our purpose-built software platform, EdgeFive Predict^® to not only transform their events but also gain key insight into a previously untapped data mine. This powerful combination translates to measurable results as it provides unprecedented accuracy, real-time data and a profound understanding of the attendee journey. In an era where data is king, we expect this trend to exponentially increase.
2. Experiential marketing is key. Events need to be dynamic. Events need to showcase a company’s product and services in an approachable way so that attendees can interact with the brand. Statista surveyed live event trends of which 74 percent of surveyed respondents, ‘say they are more likely to purchase products promoted via branded events, and the same percentage felt more positive about brands and products after an experiential interaction’. EdgeFive Group has been a witness to the overwhelmingly positive impact of experiential marketing and we expect to see it continue to gain popularity.

What is the important factor that contributes majorly to the success of your business?

Our biggest differentiator is that we simply go beyond producing events. EdgeFive takes a holistic approach, events are a key part of any marketing plan, but they are just a piece of the puzzle. To ensure the success of our clients’ events, everything we create is aligned with their overall marketing and sales strategy. This unique approach allows us to enable our clients to exceed their marketing and sales goals year after year.

Do you have any new services ready to be launched?

Recently, we launched our newest service offering, EdgeFive On-Demand®. EdgeFive On-Demand is a suite of marketing and sales enablement services, uniquely developed to help organizations augment their existing marketing infrastructure or develop one from the ground up. Leveraging proven best practices, EdgeFive On-Demand delivers impactful and immediate results-driving significant pipeline growth and increasing customer retention.

Where do you see your company a couple of years from now?

We are incredibly grateful to our clients and proud to say we were profitable in our very first year of operation. A major contributor to our early success was our unique, individualized approach with our clients, combined with our product and service offerings. Built on that success, we are in the process of growing our staff to focus on individual territories and industries such as tech, pharmaceuticals, and renewable energy. In addition to expanding the EdgeFive Group team, we also have a global strategy in place over the next five years to extend and strengthen our global partnerships, as this will allow us to offer our clients the same quality and value anywhere in the world.

The Formidable Leader Behind the Success of EdgeFive Group:

Jesse Carrillo

Jesse Carrillo serves as the Founder and Partner of EdgeFive Group. He has an overall experience of 10 years in the field of live production and an extensive background in the software sector. Mr. Carrillo combines this knowledge to create efficiency and transparency in the event industry. He envisioned the company with flexibility and inventiveness to provide individualized solutions for clients in a wide range of industries — and that is exactly what EdgeFive Group offers today.

“One thing that sets EdgeFive Group apart from other marketing and event companies is, we work closely with our clients to understand their short and long-term marketing and sales goals.”