Stay updated with what’s hot and what’s not in the world of event marketing.
Thinking of checking out Oracle CloudWorld 2023 in Vegas? Here's what's in store.
Oracle CloudWorld 2023 is all set to kickoff next week. If you're still on the fence about attending it, and don’t have the time to do your research, we’ve got you covered!
Here’s all you need to know.
It’s the largest gathering of Oracle customers and partners from around the world.
Oracle CloudWorld will be held between September 18–21, 2023 at The Venetian Conference and Expo Center in Las Vegas. It is an in-person first conference.
Discover how to rapidly transform customer experiences by leveraging Oracle's infrastructure and applications. Understand the benefits of Oracle's integrated cloud suite in delivering seamless customer experiences.
Dive into the capabilities of Oracle Advertising and CX to enhance your marketing strategies. Learn how to drive better results and ROI from your marketing campaigns using Oracle's suite of tools.
Experts from Atlassian, Intermedia, Cohere, Accenture, and Oracle will discuss generative AI use cases, success stories, deployment strategies, and best practices.
Oracle's sales and product teams are arranging small, by-invitation gatherings for individuals to interact with peers and specialists. The event includes a meal, beverages, and some entertainment in Las Vegas. Besides this, there are a host of sessions hosted by AMD, PwC, Accenture, etc. Plus, you can always spark up a conversation at CloudWorld Hub during your coffee breaks.
The passes and pricing deets are available on their website.
Dreamforce 2023 promises a blend of business acumen, AI innovations, and A-list entertainment. In this article, we unpack the highlights.
Touted to be the AI event of the year, Dreamforce 2023, Salesforce's renowned annual conference is happening between Sep 12 - 14 at the Moscone Center in San Francisco, CA- and it promises to be a hoot!
For those of you who are wondering if it’s worth your time and money, here's a sneak peek into what’s in store.
Other important speakers include:
Marc Benioff - Chair, CEO and co-founder, Salesforce
Sam Altman - CEO, OpenAI - AI innovator and expert
Ayanna Howard, Ph.D - Accomplished roboticist, entrepreneur and educator
Viola Davis - Award-winning actress, producer and NY Times bestselling author
Rainn Wilson - Award-winning actor, comedian and NY Times bestselling author
Here are some of the standout AI sessions lined up:
Apart from the regular sessions, Dreamforce 2023 is introducing "TrAIlblazer Experiences," a unique blend of learning and entertainment. These experiences are designed to inspire attendees, offering a mix of hands-on workshops, luminary sessions, and networking opportunities.
To add a touch of entertainment to the event, the legendary rock band Foo Fighters will be tearing up the stage!
Interested in attending? You can register for Dreamforce 2023 on the Salesforce website. Given the event's popularity, it's advisable to book your spot asap!
How do you start off with influencer marketing in the B2B space? What are the key tactics to succeeding in it? This article has the answers.
Businesses are waking up to the potential of influencer marketing.
A recent poll by InvespCro revealed a staggering 94% of marketers believe influencer marketing is a game-changer for B2B businesses.
With such compelling stats, it pays to know how to tap into influencer marketing. At the same time, for someone starting out, it also pays to know what not to do. Luckily, we got some killer insights from Anton Shulke, Head of Influencer Marketing at Duda, in our recent edition of Event Heroes.
Here are four cool takeaways from that conversation that you can confidently bookmark:
One of the key points Anton underscores is the importance of investing time and effort in building relationships with influencers. No matter what the current trends are and what different strategies you’re following, at the end of the day, relationship building determines the success of your influencer marketing efforts.
"I think you will win in influencer marketing (B2B especially) if you kind of hold your horses and you invest, invest in not, not money, invest your time and, and, and effort in relationship with your influencer.” advises Anton.
Anton reiterates the power of trust and the human element in influencer marketing. Authentic recommendations can significantly influence purchasing decisions. He stresses the importance of working with an influencer who sees value in your business as well as your product. If they don’t like it - how will they vouch for you?
Highlighting this point, he says, "Only work with people who want to work with you who see value in working with you. It also is very important to work with people who like your products (not necessarily who use your product)."
On the topic of how influencers can add value to B2B conferences, Anton acknowledges that they can help you reach a wider audience and promote your event, but also highlights that it is important for an event marketer to know the difference between an influencer and an expert, and this will help you aptly reach out to them for different purposes to better your conferences.
"Expert and influencer - it's not the same. One expert would be absolutely fantastic - but nobody knows him because he doesn't want to be a public figure. Experts will bring some tips or some deep knowledge people want, of course, but this expert would not bring registrations of course because nobody knows him. So you need someone who will bring your registration.”
Getting started with B2B influencer marketing can be a bit puzzling. As a marketing leader who is planning to kick things off, how do you make the first move? Anton suggests that starting with low-cost initiatives, like webinars, can be an effective way to dip your toes into influencer marketing without a hefty investment.
You can watch our entire conversation with Anton right here.
There's no better teacher than experience. That's why we've compiled four invaluable takeaways from an event marketing veteran.
History informs us about the future - and the same holds true for B2B conferences.
By looking back, we can glean insights that help us move forward with clarity and purpose. And this perspective becomes even more invaluable when it comes from an industry veteran who has witnessed the ebb and flow of event technology over the years.
Enter Sharyn Fitzpatrick, a top-55 event technologist who currently helms events at Sysdig, a cybersecurity software company.
Sharyn has been in the events industry for over 25 years, and carries with her some invaluable learnings from her journey. She has seen the industry evolve, adapt, and transform.
So, when she shares a nugget of wisdom or a tale from her journey, it's not just a story – it's a roadmap.
Here's a quick look at some pearls of wisdom she shared with us in a recent edition of Event Heroes.
We’re not trying to sound like Captain Obvious when we say event technology is advancing at a rapid pace, because it’s still relevant - every passing day.
Platforms are evolving, new tools are emerging, and the integration possibilities are expanding. For event marketers, this means continuously updating their knowledge and being ready to adapt. Leveraging the latest features and integrations can significantly enhance the attendee experience.
When asked about leveraging event tech to build better events, Sharyn says "You need to be able to use an API or an embed code... platforms that have been more open source, open API, not a closed API will allow you to create a better experience for your attendee."
An event with zero challenges? - that’s Utopia!
Technical issues, unexpected changes, or disruptions can throw a wrench in the most well-laid plans. Sharyn emphasizes the importance of not just having a Plan B but also a Plan C and beyond. Being prepared for multiple scenarios ensures that you can pivot effectively, no matter what challenges arise.
“One of the stories I love telling is when we did this Charlie Miller webinar in February. I got a call at 4 am that one of our assisting speakers was sick and couldn't attend... so you've got to have kind of a backup plan for the different things that you do.” Sharyn remarks.
In the bustling area of event marketing, creativity is the only differentiator, and has always been.
It's not just about having a unique theme or engaging content; it's about reimagining the entire attendee experience.
From the way content is delivered to the engagement strategies employed, every aspect can benefit from a touch of creativity.
"Creativity is the soul of having a good events program... I believe in finding creative ways to deliver the right webinar experience." advises Sharyn.
The logic is simple, really. Unless you truly know who your audience is, how can you expect to create an impactful event experience that captivates and converts?
Knowing who you're catering to, their preferences, expectations, and needs, is paramount. Tailoring your event experience to resonate with the audience ensures that you're providing them with authentic value and not just giving them a lofty philosophy that won’t make a difference to their career.
After all, an event is as successful as the value it provides to its attendees.
Sharyn reiterates this approach by stating: "Make sure you know who you're doing the events program for, who the target audience is, and what experience you want to create."
We hope these pearls of wisdom help you shape your own memorable event marketing journey.
You can also watch our entire conversation with Sharyn at your convenience!
Discover the buzz around Google Cloud Next 2023: A hotspot for event marketers seeking the latest in cloud tech.
"Ok, Google, tell me why I should attend Google Cloud Next 2023?"
As one of the most awaited tech events of the year, this event promises a deep dive into the latest innovations in cloud technology.
If you're still wondering if you should attend, here's a sneak peek into what's in store:
Google Cloud Next is Google Cloud's premier annual conference, a gathering where technologists, innovators, and decision-makers come together to dive deep into the latest advancements in cloud technology. From illuminating keynotes to hands-on learning sessions, the event offers a unique blend of technical content, strategic insights, and opportunities to connect with experts and peers.
Whether you're an IT professional, developer, or a tech enthusiast, Google Cloud Next promises to equip you with the knowledge and tools to shape the future of cloud computing.
This event is up your alley, if you wish to:
With his vast experience and vision, Thomas's insights into the future of cloud technology are known to be enlightening. With nearly 30 years under his belt, he's honed his skills in engineering, cultivated strong business relationships, and effectively led large teams. Thomas is on the advisory councils for Stanford's Graduate School of Business and Princeton's School of Engineering.
Brad's sessions are known for their technical depth, providing a granular look into the workings of cloud technology. Brad Calder holds the VP and GM position for Cloud Platform and Technical Infrastructure at Google Cloud, managing networking, storage, data analytics, and core compute sectors. He has published over 100 papers in the areas of systems, architecture and compilers.
Aimee is a renowned expert in the go-to-market strategy for partner ecosystems and is notable for her contributions to DEI initiatives. Over her two decades in enterprise marketing, Aimee has led numerous leadership roles in both large and small firms, notably as the VP of Corporate Marketing at Pure Storage and the VP of Alliance Marketing for Citrix.
Experts including David DeSanto from GitLab, and key figures from Google and The World Bank, will delve into Google Cloud's advancements in generative AI. Learn how organizations are leveraging these innovations and stay tuned for exciting announcements in Machine Learning and Generative AI.
Join Harris Beber, Kristina Behr, Dave Citron, Yulie Kwon Kim, and Aparna Pappu from Google at the Blue Shield of California Theater at YBCA from 12:15 - 13:00 GMT-7. Explore how Google is revolutionizing work by integrating AI into daily productivity tools. This session will unveil Google's vision for the future of collaboration and how Google Workspace can elevate creativity and efficiency in the modern hybrid work environment.
Join Brian Goldstein from Google, along with industry leaders from Dialpad and OpenText, as they discuss the transformative impact of AI on collaboration technologies. This session delves into how intelligent tools are reshaping the modern hybrid workplace, empowering employees to achieve peak productivity. Learn from experts at the cutting edge of AI and data integration, and discover strategies to future-proof collaboration while maximizing outcomes.
Innovators Hive is the go-to spot for developers and practitioners to discover the latest from Google Cloud. Whether joining in-person or virtually, this is your destination for up-to-date learning materials, Innovators program details, engaging challenges to test your expertise, and exclusive digital badges for Next ’23 participants.
Join Genevieve Chamard, Steve Jones, and Jennifer Marchand from Capgemini as they explore the synergy of human intelligence, cloud, and Generative AI. This session will guide enterprises on leveraging the latest technologies, showcasing real-world applications and strategies in the cloud for scalable and responsible business growth.
Want to master event budgeting? Let Kimberly Wong from Paddle guide you with 4 proven strategies
Ever felt the pressure of creating a standout event on a shoestring budget?
You're not alone.
Kimberly Wong, Senior Manager - Field Marketing, Global Events and Experiences at Paddle, knows that struggle all too well. Having worked in the hospitality industry prior to entering the B2B SaaS space, Kim’s experiences with running events are as unique as they come!
That’s why we sat down with her and discussed tried-and-true strategies to make every penny count and elevate your events without emptying your pockets!
And since ‘time is money’, let’s save you some and head right into the takeaways.
As event marketers, we all deal with vendors who help us translate our vision to reality. At this stage, it’s important to not think of your vendors as mere service providers, but rather as partners in your success.
Kimberly's approach underscores the value of these relationships. She notes, "Coming from hotels, I had a network of vendors that I rely on for various needs like swag, rentals, lighting, AV, and more. Building relationships with these vendors is crucial because you develop trust in their work quality."
How does this help with your budget? A better relationship means a better understanding of each other's needs. More open communication channels can lead to smoother operations, fewer misunderstandings, and even better deals or value-added services!
Every event rests on key pillars, the non-negotiable elements that define its core. Kimberly advises to identify and prioritize these from the get-go.
She suggests, "Start with the non-negotiables. Things that are never going to change." This isn't just about budgeting; it's about understanding the essence of your event. By identifying these pillars, you’ll ensure that the most critical aspects of your event remain uncompromised, allowing for flexibility and cost cuts in other areas without diluting the event's main objectives.
“For example you know how many people you're going to send on the team, you know you're going to need to do XYZ meals, you know you're going to have to pay this speaker right? When you start with that you get you get a base of what you're going to need to spend.” adds Kimberly.
In today’s super-saturated space of B2B events, no one person has all the answers. Kimberly champions the idea of leaning on the collective wisdom of the community.
She mentions, "Joining an association... you connect with planners and suppliers that become your back pocket." This isn't just about networking; it's about shared experiences, learning from others' successes and mistakes, and tapping into a reservoir of knowledge that can help you navigate challenges, anticipate trends, and make informed decisions.
The phrase ‘do more with less’ is great - as long as you don’t end up coming off as a cheapskate.
Kimberly offers a word of caution that while cost cutting, you may want to steer clear of cutting high-impact elements too thin, which in turn dampens the “oomph” factor of your event.
For instance, she emphasizes, "You don't want to skimp on the kind of swag or giveaways... if it's good, they'll keep it; if not, they'll probably leave it back at their hotel room."
This is about the legacy of your event. It's about ensuring that every touchpoint, every interaction, and every takeaway resonates with quality.
Liked these tips? Try ‘em out and let us know what worked for you? Also, you can watch our full conversation with Kimberly Wong on-demand for more insights!
Wondering if you should attend AWS Summit New York 2023? This article can help you make up your mind.
Hello there, tech enthusiasts! Have you blocked out July 26, 2023, on your calendar yet? If not, it's high time you did. The AWS Summit New York is on the horizon, and it's shaping up to be a landmark event in the world of cloud computing.
The AWS Summit New York is a treasure trove of knowledge. With over 115 sessions spanning a wide range of topics, there's something for everyone. Whether your interest lies in AI, machine learning, databases, or serverless technologies, rest assured you'll find a session that piques your curiosity. And who better to guide you through these sessions than AWS experts, builders, customers, and partners?
One of the highlights of the event is the keynote speech by Swami Sivasubramanian, VP of Databases, Analytics, and ML at AWS. Swami will delve into the innovative ways companies are leveraging AWS to revolutionize their industries. From the latest advancements in infrastructure, data, and AI to strategies for optimizing IT spending, Swami's keynote promises to be a wealth of information.
The AWS Summit New York is a hub for the latest trends and innovations in cloud computing. With discussions on AI & Machine Learning, Data & Analytics, Storage, EC2 Compute, Serverless, Containers and Functions, Database, and DevOps & Developer Productivity, you're sure to stay ahead of the curve in the tech world.
Beyond the learning opportunities, the AWS Summit New York also provides a platform for networking. Engage in meaningful conversations, share insights, and build connections that could lead to future collaborations.
The Summit also features an Expo where you can see cutting-edge products and the latest solutions from sponsoring partners. And for those with a competitive spirit, the AWS DeepRacer League offers a chance to build and train a reinforcement learning model and compete for prizes and glory.
The Summit provides opportunities for AWS Training and Certification. Learn from AWS experts about real-world cloud scenarios, validate your cloud expertise, and gain practical experience.
So, what can you expect from the AWS Summit New York? A day filled with insightful sessions, a keynote speech by an industry leader, discussions on trending topics, networking opportunities, an exciting expo, and even a racing competition!
Events provide a great opportunity to connect with your community and spread the word about your organization. Learn savvy event marketing tips in this guide.
Whether you’re hosting a small webinar with clients or throwing a community-wide potluck, your goal as an event marketer is likely the same: to get the right people through the door.
But how do you know what catches your target audience’s attention, and how do you incorporate it into your marketing materials?
Understanding what resonates with your audience, meeting them where they are, and using innovative marketing channels are all key elements of an effective event marketing approach. This guide will help you glean new insights into your target audience’s motivations and leverage them to boost RSVPs. Let’s get started!
You’re likely already leveraging social media to promote your organization’s events, but you might be overlooking one of the most powerful assets social media has to offer: influencers. With thousands or even millions of people tuned into their accounts, influencers provide a valuable opportunity to boost your organization’s visibility and attract attendees to your upcoming event.
While influencers can be difficult to contact, much less book as a marketing partner, you can try these strategies to secure their support:
Influencers present a golden opportunity to market your event but remember that they should only represent one part of your larger social media marketing strategy. It’s also important to produce engaging, informative content that resonates with your audience. Structure your influencer marketing plan to align with your existing social media content plan to ensure a cohesive experience for your audience.
If a picture is worth a thousand words, imagine how valuable a video can be for your marketing strategy! With short-form video’s above-average ROI of 30%, your organization has a lot to gain from adding video content to your event marketing plan. Here are some simple ways that you can implement video content into your event marketing approach:
Not a cinematographer? No worries—you don’t have to be to get started. Ensure that you invest in a smart device that you can record on, a fast internet connection for live streams, and video editing software so your content looks professional.
AI chatbots, such as ChatGPT, are becoming more prevalent, and it’s easy to see why. With some practice, you can use ChatGPT to optimize your event marketing approach and content by:
The sky’s the limit with ChatGPT, and it’s getting more advanced every day. Take some time to explore its capabilities—you’re sure to get some use out of it for your marketing campaign.
Email is a tried-and-true organization marketing tool, but are you using it to its full potential? Your audience gets dozens (if not hundreds) of emails a day, so it’s your job to cut through the clutter and grab their attention.
The best way to do this is through personalization, which involves segmenting your audience based on shared characteristics, such as their engagement history, demographics, and geographic location, and developing different email streams that align with their preferences. For instance, when planning an event, you might reserve in-person invitations for supporters living within your general area and send virtual invites to those living outside of it. This attention to detail will help boost engagement.
To segment your email lists, automate your efforts with a powerful CRM and email campaign management software. Maintain data hygiene within these systems by continually updating relevant contact information. Doing so will help you stay up-to-date on your target audience’s interests.
Now that you have these tips in your back pocket, you might already be picturing your future marketing campaign. Before you begin, remember to set achievable goals that position you for success. Start with clear objectives and break them down into actionable steps to add nuance to your campaign. Don’t forget to keep your organization’s vision for the event as your primary focus and build your campaign around it. Before you know it, you’ll have RSVPs flooding your inbox!
Wondering if you should attend CCW's 25th edition in Vegas next week? This article can help you decide!
What happens in Vegas… is certainly worth your attention.
And it’s no exception with CCW (Customer Contact Week), Las Vegas. Every year, CCW provides a valuable platform for vendors, business leaders, and CX innovators to come together, fostering opportunities for connection, collaboration, and networking.
This year’s edition will be CCW’s 25th, and will kick off on 19th June at Caesars Forum and go on until 22nd June. Going by the agenda and speaker line-up, this year’s edition promises to be a cracker of an event for CX industry leaders!
But instead of just taking our word for it, you can read this article to see if CCW is worth your time. So without further ado… here’s what you can expect from CCW 2023:
Join over 3,000 world-class customer contact and CX leaders for a chance to explore a wide range of trends and opportunities in the customer experience landscape, right from keynote addresses and informative summits to hands-on workshops.
Leverage the opportunity to gain extensive knowledge about the digital revolution in the CX realm and groundbreaking technology that’s revolutionizing how organizations engage with their customers.
Take the Contact Center Leader Exam and walk away with a CMP certificate - Fun fact: Leaders who demonstrate excellence in CMP Certified competencies have a significantly higher likelihood of surpassing performance expectations.
The main stage headliners at CCW 2023 is quite the smorgasbord of talent from diverse walks of life.
Here’s a quick look at this illustrious list:
You can either choose to purchase a General Admission pass, All-Access pass or a 2-day vendor pass. More details are available in this link.
Also, come meet us?
Before the hustle and bustle of CCW takes over, come join us for an evening of good company and great conversation. No formalities, no agendas, just a chance to hang out, meet fellow event marketers, and enjoy some tasty food and drinks together.
June 18, 2023 | 6 PM - 8 PM PST
Brooklyn Bowl, Las Vegas
Internal collaboration isn't easy, but it's super important for event success. These 5 expert tips can help you collaborate better with your internal stakeholders!
No matter the size of your organization, the life stage you’re in or how much money your company is putting behind events, one common factor that must be dealt with is getting everybody internally on board with your vision and plan as an event marketer.
But as you already may know, this is no cake-walk.
Dealing with human beings in a business context comes with its challenges - no two individuals are alike, let alone two different functions within a company, making collaboration and ever-challenging endeavour - friction and resistance are sometimes just a part of the game.
So does this mean you just accept the fact that alignment is a bummer and run your event anyway?
Of course not. Without proper collaboration, succeeding in events is almost impossible.
In our recent edition of Event Heroes, we spoke to Ashley Maurus, Director of Experience Marketing at Quantum Metric. Ashley has been passionate about planning and organizing things since her childhood!
Currently, she is at the helm of all the marketing events that Quantum Metric runs in North America, and has a wealth of experience in collaborating with internal stakeholders.
In this article, we’ve shared 5 tips from our conversation with her that can help you run better events by getting that crucial internal buy-in.
When we asked Ashley why collaboration is difficult, she highlighted that it’s never easy to sync with different personalities, functions and goals, but trust and communication can go a long way.
"At the end of the day, buy-in is very much built on trust. " says Ashley. “When you're met in those times of resistance, maybe with somebody clashing with your idea, ask why - get to the root of where that resistance is coming from."
"Because so often, I think we finish that story in our mind for that person. It might be something completely different. [Getting to the root of resistance] is just a moment of connection to really bridge that gap."
Key takeaway: By actively listening and understanding your internal stakeholders, you can establish trust, laying the groundwork for a collaborative relationship.
According to Ashley, alignment of goals is the key driver of event success, and it must be done well before the actual event. "It's doing that upfront work - getting everyone aligned, making sure that everyone's in agreement on the goals, the ‘why we're doing this’, and the ‘who's the audience’.”
Highlighting the core aspect of alignment, Ashley states: “I think it's just understanding what the goal of each of those departments will be, and understanding what they're trying to accomplish and aligning that goal with yours.”
Key takeaway: When goals and objectives are aligned, collaboration becomes smoother, leading to more efficient and effective outcomes.
Ashley emphasizes the importance of leveraging existing relationships by pro-actively collaborating with your customer success team, an often overlooked internal stakeholder.
Highlighting their importance, Ashley says “In my opinion, they’re arguably the most crucial because they're responsible for getting your existing customers to your event, which means you know the people that are going to sell on your behalf - and that's where the real magic happens.”
“There's nobody that's going to be stronger at selling your product than your existing customer base so we always pepper in at least a few customer brands at our events - just to be an extension of our team and really that proof point sharing their real life experiences using the product in a way that we can't because they have that trust behind it.”
Key takeaway: Collaborating with the customer success team can help leverage existing customer relationships to drive sales and build trust at your event.
Another overlooked function, according to Ashley, is the partnership team and ecosystem which can really strengthen your brand when it comes to events. Of course, to successfully have them onboard with your plan, it’s important to understand what your partner brands’ needs are and why they would want to participate in your event.
“Your ecosystem, your partner network is so key in B2B Tech but especially in the startup world. It's going to strengthen your brand. Each brand really participating expands your audience reach.”
Key takeaway: Collaboration with your partner ecosystem can help you get multiple brands to participate in events, thereby expanding the audience reach and enhancing your event’s credibility.
Ashley points out that sometimes the internal marketing team is taken for granted, assuming they are already on board with your event marketing efforts, but that is not always the case. Without the support and cooperation of the internal marketing team, you could be left isolated and alone in your efforts.
“I mean I like to think everyone has events at the center of everything they do but that's not the case - you know there's other marketing activities out there. So I think just an acknowledgment of that sometimes with your internal marketing team or even if you have some sort of shout out system within your organization - just giving them those kudos every once in a while really goes a long way.”
Key takeaway: Recognizing the efforts of your internal marketing team and giving them the kudos they deserve can foster a positive and collaborative environment.
So you see, the right perspective can go a long way in helping you collaborate better with your internal stakeholders, and in turn, run successful B2B events.
Join Forrester's B2B Summit North America 2023 for all the strategies and insights you need to thrive in an ever-changing business landscape.
Halfway through 2023, chances are you've already attended several B2B events this year, and are questioning whether you can just skip Forrester's 2023 B2B Summit. Is it really worth your time and effort?
In a word: yes.
Namely because unpredictability and uncertainty have been the name of the game for the past few years. Marketers have had to deal with diversifying routes to market, changes in consumer behavior and difficult-to-predict buying motions.
That’s why the summit’s theme this year - ‘ADAPT. ACT. GROW’ - is timely and pertinent. At Forrester's 2023 B2B Summit North America, marketers can get key strategies, pragmatic frameworks, and compelling data they need to adapt quickly to changing market conditions.
When is it? June 5 – 7, 2023
Where is it?
This year’s edition is hybrid, with attendees able to either attend virtually or in-person in Austin.
Here’s what you can look forward to:
Whether your focus is customer marketing, product marketing, marketing operations, demand and ABM, partner ecosystem marketing or sales, you can expect sessions addressing any and all challenges and goals that you’re currently facing at work. Take away ready-to-use insights and tactics that you can implement the very next day:
Here’s a snapshot of noteworthy sessions available for different roles:
In-person attendees also have the opportunity to take part in specialized pre-event sessions and workshops such as the ForrWomen Leadership Program which helps attendees learn how to help advance women leaders in their organizations.
Get first-hand knowledge from industry leaders - valuable insights into the strategies, tactics, and approaches employed by them that you can apply to your own marketing efforts, helping them drive growth and overcome obstacles.
Here are a few intriguing case studies on the Summit agenda:
The line-up this year is incredible. Here are just a few of the speakers you can look forward to interacting with:
Whether you are transforming your entire digital customer journey or need help boosting your marketing or commerce experiences, you can find exactly the solutions you need at the Summit.
There are plenty of opportunities both structured and unstructured during the Summit to meet and connect with professionals like yourself.
During breaks, you can hit the show floor to connect with colleagues and peers.
But there are also plenty of networking activities built into the event agenda: breakfast boardrooms, invite-only dinners (e.g. an executive leadership exchange), as well as facilitated ‘birds of a feather’ small group discussions during which you can connect with peers facing similar challenges.
These group discussions in particular are great for focused, facilitated discussions on specific initiatives you are working on. And as a bonus - Forrester analysts and executive partners will be on hand to provide expert perspectives.
B2B marketing right now is all about needing to be strategic, sensing buyer needs, and knowing the right tactics that will resonate with buyers and sellers. At Forrester's B2B Summit North America 2023, you’ll get the data and insight you need to know exactly how to do this, and stay one step ahead in the dynamic world of B2B marketing.
Events are helpful for organizations seeking to increase visibility and conversions. Learn more about measuring the impact of your events in this guide.
Organizations invest time, effort, and money into hosting events for many purposes, including fundraising, networking, and marketing. At the event’s end, you’ll naturally want to determine if it was successful and if you met your goals. You can do this by establishing key metrics to evaluate your event.
To help you better understand the impact of your event, this guide will cover the following topics:
Keep in mind that your organization is unique—what another organization considers an impactful event may not be impactful for you. Consider these metrics through the lens of your organization’s size, audience, and outcomes from past events.
Let’s dive into the different types of metrics your organization can use to analyze your event’s impact.
For most organizations, financial metrics are the most obvious way to evaluate the impact of an event. Return on investment (ROI) is the most important finance-related metric, but you’ll need to know these metrics to calculate it:
To calculate your ROI, divide the revenue generated by leads from your event by the total amount of expenses. This tells you how efficiently you allocated your funds, and organizations should aim to have as high an ROI as possible.
These metrics can provide a clear-cut answer as to whether your event was a financial success. However, other metrics are needed to determine why your event had the impact that it did.
Aside from financial metrics, you can also look at attendance-related metrics to evaluate your event’s impact. These data points provide insight into your marketing, the makeup of your target audience, and your overall ability to cultivate a loyal and engaged audience. Record and reflect on event attendance metrics such as:
Aside from overall event attendance, also assess the attendee-related metrics for specific activities featured at your event. For example, if your organization works in the digital marketing vertical and hosted several informational panels, compare the number and demographics of attendees across panels to identify what types of content are most interesting to your target audience.
Alongside financial and attendance metrics, event engagement metrics provide unique insight into the impact of your event. Unlike the aforementioned metrics, however, event engagement is less of a quantitative measure and more qualitative, making it difficult to measure. To better quantify your event engagement, examine these metrics:
One of the best ways to evaluate how engaged attendees were with your event is to ask them for their opinion. At the event’s close, send an email thanking attendees for their participation, and include a survey that they can take to provide their feedback. Stress to them that this information will help you create a better event experience in the future.
Now that you know what metrics to examine, use the following tips to improve your event and drive conversions.
When planning your event, start by determining its purpose. Ask yourself what you hope to accomplish by gathering your attendees together and how that will benefit your organization in the long run. For example, if you’re an advocacy group, bringing attendees together can help you spread awareness about your cause. Or, if you’re a business promoting a new product, your event’s purpose might be to lead more people down the marketing funnel.
When setting your goal, keep in mind that it should be specific, measurable, and relevant to your organization’s overall objectives. Ensure that it’s attainable, and align all parts of your event with it, including event format and target audience.
To boost attendee turnout, you’ll need to market and promote your event well in advance. Build anticipation and give guests the time to clear their schedules and make preparations for attending by creating and sending promotional materials through these channels:
To reach the largest number of interested individuals, use multiple marketing channels. Choose channels that your target audience frequents. For example, if your organization has an active Instagram account with many followers, post an image inviting them to attend your next bikeathon.
Incorporating technology into your organization’s event can result in a more engaged audience and an improved guest experience. You can make attendees’ lives more convenient by allowing mobile check-in and sending them text reminders in the days leading up to your event. If your event is convention-style, consider creating a mobile app that attendees can download to easily track the schedule and activities they’re interested in.
Aside from making processes more convenient for attendees, you can also use technology to augment your activities. For example, if you’re hosting a Q&A session with industry professionals, have a screen displaying real-time social media engagement and encourage attendees to post questions that the professionals can answer. Additionally, use live streaming technology to organize hybrid and virtual events, increasing participation from individuals that may not be able to attend in person.
Maximizing your event’s impact begins with assessing your existing data. Consider what insights that information gives you, and use it to alter and improve upon your future events. After every event, sit down with the rest of your team and discuss key takeaways and improvements. Learn what type of events best fit specific purposes, and you’ll see the desired impact in your organization’s events.
In this post, we’ll look at 4 on-ground insights from Varun Singh, Head of Marketing, Rocketlane, who spearheaded the world’s first global customer onboarding conference, Propel.
We get it; planning a large-scale B2B conference can be intimidating. There are lots of moving parts involved; coordination with teams, sourcing speakers, setting up your event, promoting your event - we can go on and on.
The challenges of planning and hosting an event of this scale will always be present, but the good news is you can overcome and deal with them better if you have a tested approach to guide you on ground.
That’s exactly why we spoke to Varun Singh, Head of Marketing, Rocketlane to get some on-ground insights on what it takes to pull off a successful large-scale B2B conference. For context, Rocketlane recently concluded hosting the world’s first customer onboarding conference, Propel ‘23 - with 3,500+ virtual attendees.
Here are some really interesting tips that emerged from that conversation.
One of the challenges marketers face while planning a big event is around what topics to cover. This becomes even more complex when your attendees are from different profiles as you need to ensure that every attendee finds value in your event.
When we asked Varun about how he went about creating an agenda for Propel ‘23, he said that narrowing the scope of the conference (customer onboarding, implement and post-sales for example) helped Rocketlane deliver more focused content to attendees. It also enabled them to create a mix of dedicated sessions for each profile, while still providing a few sessions of common interest.
Here’s a glimpse of the agenda from Propel ‘23:
When it comes to pulling off a global conference, it truly takes a village. Event marketers have to collaborate with different internal functions to fulfil tasks and sub-tasks, which is an event in itself!
When we asked Varun how much internal collaboration was needed for Propel ‘23, he said:
“Our design team took care of all the speaker presentations and landing pages, and our web development team focused on having the event site up and ready. Our dedicated Ops person ensured data from event landing pages seamlessly integrated with CRM tools, and our content team handled copies for landing pages, emails and social posts. Our support team would drive registrations to any prospect who would chat with them. Also, our CSM team would recommend Propel 23’ to our existing customers - so it was a combined effort - all working towards one common goal.”
Any large-scale event is like a goldmine of fresh insights, fresh perspectives and expert-driven content that deserves to be extracted, repurposed and promoted. While most marketers are onboard with repurposing as a content strategy, they often face logistical challenges when it comes to exporting and editing event content, which often delays the publishing process, rendering the content a bit cold.
We asked Varun about his plan around repurposing content from Propel ‘23 - here’s what he shared.
“The video recordings were made live within 4 working days from the event on our website. Talking about repurposing these videos, we’ve already come up with cheat sheets based on conversations from tracks that were focused on specific sub-topics, and we gate these cheat sheets on our site. Also, we publish an Idea Book that compiles snippets from various sessions. Thirdly, we have different blog summaries based on each session from the event.”
For B2B conferences, especially ones that have future editions, feedback plays a monumental role in the growth of the conference as a brand - it’s the only way you know what your attendees loved and what they didn’t.
But the trick with event feedback is that it needs to be collected while the impact of the event is still hot in the attendee’s mind. Here’s some insight into how Rocketlane does it:
“With feedback, you can have a combination of quantitative and qualitative questions. Some open-ended ones and some very direct ones. Once you get all of that, you decode how to use it to plan a better conference the next year. For example, in Propel 2022, we had sessions one after the other. When we observed the feedback on this, we made incremental changes to the 2023 editions by ensuring we have networking breaks planned between sessions - all these inputs only come from feedback.”
You can watch our full conversation with Varun Singh right here.
Hope you find these tips useful - now go own your next B2B conference!
How helpful is ChatGPT really in expanding the scope and impact of B2B event marketing? Does it live up to the hype? We put it to the test.
It needs no introduction because over the past few months it’s all anyone has heard about.
But the noise is understandable.
The chatbot’s ability to write complex text - academic, journalistic, and programming, among others - in a human, friendly and intelligent way is unrivaled, leading Bill Gates to call it the most revolutionary tech in decades.
Indeed, prompted to write a blurb about this very article, ChatGPT responded:
Pretty good… if a tad full of itself.
But how useful is ChatGPT really for B2B event marketing?
While many have praised the chatbot’s ability to answer questions, write essays, summarize documents and write software, others have criticized it for providing responses that are somewhat stilted, and basic. In which case, are event marketers better off just relying on their own skills? Or is this chatbot a marketer’s new favorite colleague?
As they say ‘Seeing is believing’, so we worked with ChatGPT on the standard roster of B2B event marketing activities - all your basics like finding an event venue, finding speakers, putting together a calendar of events, promotional material etc - to see if it lives up to the hype.
Usually, finding venues for events - whether a conference, round table or even a simple dinner requires lots of research.
“I spent so much time on Google trying to find a venue for a networking mixer in Vegas,” comments B2B event marketing specialist, Rishabh Bora. “It was extremely challenging for me as I was not familiar with the city at all - let alone the country - and so the time I put into coming up with even a shortlist of places took days because I had to first locate places and then vet them as per my budget and other criteria.”
✅ How ChatGPT can help: With a simple prompt, ChatGPT can give you a list of venues appropriate for your event goals and budget.
Evaluation: That’s a pretty good starting point that can save you hours on Google.
ChatGPT can be also used similarly to source speakers for your event using a prompt like ‘What international speakers can I invite to talk at this event?
Key to curating a good list is the different criterion you want the chatbot to apply when coming up with a list of names - like domain expertise in X topic, for instance. Click here for other criteria you should consider too.
Time saved: 2-5 hours at the least
Verdict: Go for it
Catchy titles can help boost the registration rates for your conferences or webinars (see Rocketlane’s fantastically-named sessions for Propel '22) but it’s not easy to come up with these for B2B marketing events, especially when you have to factor in things like character count.
✅ How ChatGPT can help: If you’ve ever spent agonizing hours trying to be witty or creative to no avail, ChatGPT can help kick start brainstorming.
Evaluation: The suggestions are straightforward and succinct, and the chatbot even uses alliteration to make the title catchy. At the least it’ll help you realize what you do and don’t want from the title. And the more detailed your prompt is, the better refined the ChatGPT copy will be.
Evaluation: That’s a pretty solid description. It covers the broad strokes of what can be expected at the webinar, and uses industry jargon ‘traps, gadgets, rockets’ etc. With more information in the prompt about specific challenges or goals, the description can be further improved.
Time saved: 2-5 hours at the least, depending on the creativity/nuance of your prompts
Verdict: Definitely helpful
Event marketers usually plan for 6 months worth of events ahead of time to account for event format, types and size. But where do you start planning your B2B event marketing calendar? You may have a rough idea of wanting to do a few webinars and then perhaps a conference at the end of Q3, but aren’t quite sure how to put a plan in place.
✅ How ChatGPT can help: Even using a basic prompt, the chatbot can help you understand the different types of events you can plan for your audience to keep them engaged throughout the year.
Chat GPT prompt and output:
Evaluation: We’re not going to lie, this is actually pretty impressive.
ChatGPT has planned a great mix of different event types, with each addressing a goal or pain point of the target audience. It serves as a good jumping-off point for your planning.
But as mentioned before, the more nuanced the prompt, the better ChatGPT’s output will be. So for instance, a B2B event marketing calendar for pipeline engagement will look entirely different to that of one aimed at customer engagement.
Time saved: Half a day
Verdict: It’s not replacing you… as yet
Unfortunately, B2B gets a bad rap for being boring, and by extension its events as well. That’s why spending a little extra time and brainpower to come up with creative and fun ways to come up with different ways to promote your event can make all the difference in driving registrations.
✅ How ChatGPT can help: Using just a straightforward prompt can help get the ball rolling.
Evaluation: Not bad at all.
Chat GPT prompt and output:
Evaluation: It’s good copy (especially the disclaimer at the end!). And it gets the job done also because at this point, it has a lot of context about what you’re looking for. ChatGPT remembers the thread of your dialogue, using previous questions and answers to inform its next responses.
And you can further refine the copy as per the social media channel you’re going to post on - for instance:
Chat GPT prompt and output:
Evaluation: No notes for this, just applause.
Clearly the chatbot can help streamline all your social media activities within a couple of minutes.
In a similar way, use ChatGPT to write your promotional emails, registration confirmations, and reminder emails with the following prompts:
Time saved: An entire day
Verdict: So fantastic you may be inspired to name your first-born after ChatGPT
A chatbot for event marketing on your landing page or mobile event app is indispensable because it helps your visitors get answers quickly and easily - whether they’re looking for directions to the venue or suggestions on which session they should attend. It helps to humanize your event and brand. And it frees up you and your team to focus on other tasks.
✅ How ChatGPT can help: It can help cut down time for you to put the questions and answers together - and add some personality.
The prompt and output:
Evaluation: It’s done a decent job, but the questions and answers are quite basic.
You could probably get more from the ChatBot by first sharing a more full-fledged description of the event, and then prompting it for Q&A’s. And it’ll be up to event marketers to manually add a touch of brand personality or humor.
Time saved: 1-2 hours
Verdict: Very helpful
Credit where credit is deserved: ChatGPT for event marketing delivers the goods more often than not. It cuts down time spent on research and writing, provides at least a framework of content that you can improve, and in general, speeds up your efficiency.
This is especially effective if you combine the powers of ChatGPT and event automation - the combination of which (eg. getting ChatGPT to write your emails and then using the copy in automated email workflows), should cut your work in half. We’ll be keeping a close eye on how the tool can be integrated into events in real-time which opens up even more opportunities for its use.
But don’t worry event marketers, the ChatBot won’t be replacing you - at least not just yet.
When the chatbot does result in lackluster responses, it can only be improved by you refining the prompt or providing more complete information to the chatbot. And it’s important to note that there is still a chance that it will create false or inaccurate information so will need a human marketer to check and approve everything it produces.
In the end, it’s a partnership between you as the event marketer and the AI. As with all friendships, you get out of it what you give.
Other B2B event marketing tasks that you can use ChatGPT for:
In this blog post, we explore the concept of deminars, highlight their unique features, and suggest some use cases for event marketers looking to implement this format.
Heard your customers or marketing peers talk about ‘deminars’ and wondered if you misheard the word ‘seminars’?
The good news is, your hearing is just fine!
Deminars are becoming increasingly popular among event marketers for their ability to convert audiences in real-time. But how? And are they the same as any other webinar?...
We’ll answer all that in this blog post.
But let’s start from the beginning?
(And no, just in case you’re wondering, it isn’t a Demon + Gnar crossbreed, it’s a demo + webinar mashup)
Simply put, a deminar is a product demo that dresses itself in the form and style of a webinar. It allows you to combine the heft of a product-focused demo with the interactive and collaborative experience of a webinar.
While webinars are great for generating leads at the top of the funnel, deminars are a powerful tool for engaging prospects at the bottom of the funnel and converting them into customers.
In a deminar, you can demonstrate your product or service while having a real-time conversation with your prospects, which makes it an ideal format for driving conversions and closing deals.
So when your event mix combines webinars and deminars, you’re essentially creating a predictable pipeline that guides prospects through the entire buying cycle, from generating the lead to closing the deal. Booyah!
As per this Forbes article on the ever-evolving B2B buyer process, nearly 60% of buyers prefer conducting their own research instead of communicating with sales representatives.
And typically, when buyers do their own research, their only options other than a demo call is reading your website or watching a video you have up; neither of these is interactive.
This is where a deminars serves as a bridge - it provides event marketers with a platform to influence high-intent prospects to make a purchasing decision in an open, interactive ‘show, don’t tell’ fashion.
Highly recommended: To get first-hand experience of how a deminar looks and feels, check out Zuddl’s Product tour - it’s free!
So now that we’ve warmed up to the idea of deminars, let’s look at three great ways to use them to achieve business objectives.
Deminars are an excellent tool for product launches because they allow businesses to showcase their new offerings in a way that is interactive, engaging, and memorable.
Instead of simply talking about your product, you can demonstrate its features and benefits in real-time, answer questions, and provide additional context that can help potential customers see the value of what you're offering.
Plus, by offering a fun and engaging experience, you'll increase the likelihood that attendees will share their experience with others and help spread the word about your launch.
As an event marketer, one of your goals is likely to establish your brand as a thought leader in your industry. Deminars can be a great way to achieve this by providing valuable insights and education to potential customers.
By showcasing your expertise and sharing your knowledge, you'll be able to build trust and credibility with your audience, which can help differentiate your brand from others in your space. Additionally, by focusing on education and thought leadership, you may be able to attract a wider audience beyond your current customer base, which can help drive growth over time.
If you're looking for ways to improve customer retention and satisfaction, Deminars can be a powerful tool for onboarding and training. By offering personalized training sessions, you can help customers feel more confident in their ability to use your product or service, which can lead to increased adoption and usage over time.
Additionally, by offering ongoing support through deminars, you can help customers feel more connected to your brand and more likely to continue using your product or service in the long-term.
Deminars bring a lot to the table - they have the potential to help you chop up your competition, season your event mix with the right messaging, and sauté new ideas to fill up the gaps in your event marketing program.
Now, that’s an enviable platter of benefits.
Learn how to create a balance of virtual, hybrid, and in-person events for your association
As technology and member preferences change, your association might be experimenting with a variety of different event formats.
Whether you’re mainly hosting virtual events or sticking to in-person functions, it can be hard to find the right mix that balances your association’s needs and resources with your members’ individual preferences. How do you align your traditional events and fundraising goals with new members who may only want to attend virtually?
In this article, we’re going to give you tips on how to strike the right balance of hybrid, online, and in-person events that takes everyone at your association into account.
Your events are for your members, so you should always start by consulting them and asking for their feedback.
Start by sending out post-event surveys to attendees. Then, work in periodic surveys for all of your members. You can include these surveys in your regular newsletter, up to once per quarter.
In these quarterly surveys, ask your members a variety of questions about their general event preferences, such as:
Once you gather this data, you can use it to improve your events and find the right mix of event types to incorporate into your regular schedule. For example, if you’re hosting a charity auction and your guests prefer more hybrid events with the option to attend either in-person or virtually, you can use this data to explore options for mobile bidding software that will allow all guests to bid on items, regardless of their location.
As you plan each individual event, evaluate the pros and cons of different formats, then select the format that will be most effective for that event. Start with a few of the most common benefits:
Again, you will need to decide which types of events will benefit your audience the most. If you have an association full of business owners who are scattered across a large geographic area, virtual events may garner more attendance and engagement. If you need a meeting of the minds to boost creative decision-making, an in-person event may be best.
Use your members’ preferences as a guide for hosting the right events, then schedule them intentionally to create a balanced calendar.
Space out different types and formats of events throughout the year. For example, maybe you host a hybrid auction in April and schedule an in-person fun run in September, then add in a micro event during the busy holiday season. When scheduling in-person and hybrid events, keep weather and event space availability in mind.
Finally, make sure to align your event calendar with your marketing and fundraising campaign calendars. For example, schedule a celebratory event in person to round out your year-end campaign efforts. You can also host a livestreamed virtual event on Giving Tuesday to garner donations.
No matter what ratio of in-person to virtual events you decide on for your association, the right technology can improve all of your events.
Here are a few examples of online platforms that can elevate any event:
You can use the advancement of technology and smartphones to increase your event engagement and fundraising participation. Evaluate your association’s needs and budget to determine which software would be most beneficial to invest in, then incorporate it into your overall event strategy to see longstanding results.
When using these tips to create a balanced event calendar, keep your budget, resources, and past experiences in mind. Remember that no one format is a silver bullet. Instead, you can use various elements from each one of these tips to create a unique event mix to fit your specific needs—all while still addressing the desires of your members and meeting your association’s goals.
Zuddl has received 60+ new awards in the G2 Grid® Report for Spring 2023 including High Performer, Leader and Best Support across categories!
Don't blame us if you notice a 'spring' in our step...
Because we've just been showered with over 60 G2 badges across 8 categories in G2's Spring 2023 awards.
Yep, yep. G2 recently released its Grid® Report for Spring 2023, and here are key highlights from our latest haul.
Categories: Webinar and Virtual Event Platform
Products featured in the Leader quadrant of the Grid® Report are highly rated by G2 users and boast significant satisfaction and market presence scores.
The High Performer quadrant in the Grid® Report showcases products with excellent customer satisfaction scores and relatively low market presence compared to other products in the same category.
Categories: Webinar, Event Management Platform, Event Registration & Ticketing
This is awarded to the product ranked as the most user-friendly in the Usability Index received the highest rating for ease of use within its category.
Here are other noteworthy wins:
- Best support (mid-market) - Audience Response, Webinar, Event Management Platform
- Easiest To Do Business With (Enterprise)
These badges are a reflection of our customers’ trust, and we’re all the more motivated to simplify B2B events and deliver delight continually! 💪
A step-by-step guide for sales-marketing collaboration at each stage of a B2B event, providing a clear and actionable roadmap for aligning efforts and boosting event sales.
Ever felt like you're playing a game of marketing ping-pong with your sales team at a B2B event, but the ball keeps bouncing off in different directions? We feel you! Collaboration can be difficult, but it's also extremely important.
As per our 2022 survey on B2B eent trends, 58% of B2B marketers use pipeline generation to measure event success, so it’s clear that sales-marketing collaboration will play a pivotal role in driving revenue through B2B events.
So how do we remove the obstacles that prevent us from aligning seamlessly with sales? The first step is to have an actionable plan.
Today, we’ll look at specific steps event marketers can take to ensure they better align with their sales counterparts at every stage of a B2B event.
The first thing you’d want to do is to align sales in the event strategy phase itself. Asking the right questions in your before-event huddle is crucial:
Once the event unfolds, the focus should be on gaining a detailed understanding of the behavior of your attendees during the event. This includes analyzing the specific questions they ask during sessions and their reactions to in-session polls.
With proper context to each attendee’s journey, sales can tailor relationship building efforts in a relevant manner.
For example, you can provide top priority contacts with links to personal breakout rooms where you can respond to their questions and discuss their preferred topics.
The phrase ‘strike while the iron’s hot’ has never been more relevant to events! It’s crucial to follow-up with your prospects while the impact of the event is still in their minds; anything after this sweet spot is a shot in the dark! When sales and marketing have a shared understanding of event performance, both teams can work together to prioritize leads and quickly follow up on the most promising opportunities. empowering sales with quick follow-up event content is key here, so plan your giveaways ahead of time, such as
Just so you don't miss a single step, we've created an actionable checklist to track all your alignment activities.
... and that's about it for now.
Try implementing these steps for your upcoming events; you'll definitely notice the difference! By aligning better with your sales team, you can not only bring better returns with every B2B event but also ensure that the messaging and positioning of your company is consistent, which is necessary to build trust and credibility with potential customers.
If you're looking to take your community engagement to the next level, hosting events is the way to go. Here are 4 expert-backed tips to plan your community events program.
For professionals working remotely, communities are all the rage. They are trusted inner circles that help them grow, connect, interact and upskill.
But what separates a thriving online community from the rest?
A variety of community events can play a huge role not only in engaging members but also in connecting professionals and building relationships.
To understand this from an insider’s perspective, we recently spoke to Asher Mathew, CEO & co-founder, Partnership Leaders. Asher runs a community that’s dedicated to providing a space for (yes, you guessed it) partnership professionals to come together, share and gain insights, upskill and grow.
Here are the four top takeaways from the conversation:
For starters, you’ll need a marketing function to manage and run your community’s event needs. Once you have your marketing team in place, it helps to get the pulse of what your members are talking about or interested in learning.
Here’s how Asher describes his event strategy for Partnership Leaders:
“We would take the top conversations that are happening inside of PL and would say, okay I think people would want to listen to about this and so we would just run a webinar or event on the topic.”
From a quarterly perspective, Partnership Leaders’ event programs are typically broken into:
Asher suggests the sooner the better, simply because of the power that events hold in getting people together.
“When you run an event, you can connect people on a panel, and then there's another relationship that those people form, so events really help you promote people's brands”, says Asher.
To truly run events that make a difference to your community members or promise value to prospective members, it pays to understand what they want. This is where it can be a great idea to, let’s say, involve your members while you’re conceptualizing your topics and sessions and get real-time inputs as you put your event together.
Asher highly recommends this approach for anyone looking to engage and grow their community with events.
“Our upcoming conference, Catalyst, is being built with its attendees - so the 150 or so people that have bought tickets already are participating in building the content for the conference! it's just a very different way of building something and making sure that you ensure value because the people are on the journey with you.”
Any event’s success is tied to its goals. For communities, events are run to engage and nurture existing members as well as to acquire new ones. When we asked Asher how he measures the success of events at Partnership Leaders, he suggested looking at events as products.
“You really need to look at event as a product and say well what is the output of the event? Yes it is about attracting new prospects and converting them into customers but the customer success view of an event is to promote people's brands, connect them at a different level and help them tell their story so that they can be viewed as a human who has rich experiences.”
He then adds that you can gauge your event’s success from these angles:
So, go ahead and consider experimenting with four strategies outlined here. By running successful events, you’ll not only help grow your community but also deepen your relationship with your existing members.
Also, it doesn’t hurt to listen to your community's feedback and adjust your approach accordingly to ensure your events continue to meet their needs and expectations!
The top 3 reasons why Pavilion's CMO Summit is a great event for marketers to attend this year.
We’ve already written about the many events in 2023 that marketers would be interested to attend, but of the many, Pavilion’s in-person CMO Summit is one to highlight.
Pavilion is a community-powered learning platform for high-growth professionals such as CEOs, GTM leaders and their teams. The company is known for its learning suite of solutions such as the structured training in Pavilion University, private, moderated peer groups and in-person events, which all aim to help current and future leaders unlock and achieve their professional potential.
March 23, 2023
San Francisco, CA
You’ll get a front-row seat to learn from leaders who have succeeded in driving results for their teams. We love that it’s no-nonsense, and straight-to-the-point. This one’s a hidden gem.
Let’s dive into what you can expect from the event.
When you attend the Summit, you’ll be in the same room from some of the most knowledgeable minds in the industry, learning strategies and getting advice from bigwigs at top Saas companies like RedHat, Postal, Demandbase, and 6sense. These expert-led educational sessions cover topics like using benchmarking data to build your budget, calculating ROI on marketing efforts, and aligning sales and marketing.
You’ll learn from Kipp Bodnar, CMO at Hubspot, about what he’s learned as part of the team that has grown HubSpot to an $800M company? And from 6sense CMO, Latane Conant about how she (and therefore you) is thinking about budget and CFO alignment, pipeline creation trends and how to adjust in a tough economic climate.
Plus, you’ll hear directly from these leaders too:
Who’d want to miss out on this? Not us, that’s for sure.
The CMO Summit’s panels enable you to get different perspectives from industry experts about a topic - it’s essentially access to complimentary consulting, and it’s a huge value. The learnings are further augmented by moderated roundtable discussions with peers.
Here are a couple of panels that we’re looking forward to:
At the CMO Summit, you’ll have plenty of chances to connect and network with marketing and demand generation leaders from around the world; there are breaks scheduled during the day as well as a networking happy hour you can look forward to. Additionally, there’s a VIP and All Access Attendee Dinner at the end of the day that you could be invited to attend.
With the industry continuing to evolve at a rapid pace, practitioners must keep pace for their businesses to stay relevant. At Pavilion’s CMO Summit, you’ll be able to learn how to win today’s race whilst running tomorrow’s through insights and advice you can’t get anywhere else.
Want to setup a solid feedback mechanism for your event, but don't know where to start? These four expert hacks are just what you need!
In the world of B2B events, success hinges on much more than simply gathering people in a room. As per our trends report, today’s attendees are hyper-focused on finding tactical value at an event. Hence, the key to making these events truly transformative lies in the feedback loops you design.
In this article, Alex Temple, Senior Corporate Relations Manager at Explori and also a PADI-certified diving instructor will help us ‘dive’ into the nitty gritty of all things feedback.
This is a must-read if you’re looking to design feedback loops that can unlock the full potential of your events.
One of the key factors to designing a solid feedback loop is to identify the goal behind your event. Why are you having the event? What do you want to help your attendees achieve through it?
Once you answer these questions, your approach to designing feedback will be more focused and aligned to your event.
“So I think the first thing would be to think about your objectives, design your questions around how we can understand how people have met the objectives that we want them to meet and then designing the survey from there and cutting out things that don't actually matter.” says Alex.
While popular customer experience metrics such as the Net Promoter Score (NPS) are important to track, they need to be viewed with context. Firstly, getting an idea of the current benchmark can help you better understand your NPS. Secondly, it helps to dig into the score and see how many attendees have voted for a particular score - this will help you better improve your events.
Alex illustrates this point with a good example. “So let's have a look at the people who scored six, let's have a look at their comments and if we can bump them up next year into your seven and eight, you know, and your sevens and eights and nines and tens, then all of a sudden you've got this massive switch swing upwards as a positive NPS.”
Talking about having a more complete understand of feedback, he states, “Use NPS as part of a suite of metrics that measure every aspect or different aspects of the event experience and then kind of bring those together so that you can actually look at it from a holistic viewpoint.”
For event marketers who are thinking of incorporating feedback into their event strategy, a great place to start is by following the feedback loop methodology, which Alex breaks into five clear steps.
When it comes to collecting feedback from attendees, involving them in the process of building their experience can have a significant impact on the quality and honesty of the feedback received. By giving them a sense of ownership in the process, attendees are more likely to provide thoughtful and insightful feedback that can help improve the overall event experience.
To this end, Alex stresses the importance of closing the loop with your audience. “The way to drive response rate and drive engagement with surveys and feedback is to complete that feedback loop. Once you have decided that you're going to make a change based on what your audience said, tell your audience that that's what you're going to do, don't hide from it.”
So as you see, measuring your events isn't just a nice-to-have, it's a must-have! By showing the value of our events, B2B marketers can secure more budget, create better experiences, and propel businesses forward.
Prefer to consume your content via audio? Head to our podcast episode with Alex!
Tips on creating a swag kit so impressive they'll keep your business in the minds of other conference attendees long after the event is over.
When Fast Company published a piece by Elizabeth Segran asking if we can ‘finally kill off cheap, disposable conference swag?’, it really struck a nerve.
The promotional products industry body (up in arms) issued a statement challenging the piece’s thesis that people throw away most of the free goodies they receive at events. Twitterati angrily tweeted that the piece was “really out of touch with the industry of giveaways.” And other industry voices chimed in saying that everyone loves promotional products, and that they get the job done.
But Segran’s got a point.
It’s not that swag should be altogether done away with, only that which is cheap and disposable. Think about it: how many times have you thrown away a free badge or paperweight given to you? The point is that companies need to create merchandise that is so fantastic that they’ll keep your business in the minds of other conference attendees long after the event is over.
However, that’s far easier said than done, especially with challenges around cost and considerations around sustainability in the mix. So we asked Vishal Krishna, Zuddl Designer Extraordinaire, who designed Zuddl’s swag kit for IMEX, for tips on how to create your most memorable swag kit yet.
“The more specific the goals you have in mind when designing your swag kit, the better its effectiveness”, says Vishal.
In other words, all marketers have the same overarching goals when it comes to swag - namely, increase your brand visibility, awareness + recall, and amplifying lead gen efforts. But when evaluating event swag ideas, you need to unpack your big-picture goals into more specific goals. This will make it that much more actionable.
For instance, ask yourselves:
The answers to these questions will help you shape your swag kit items.
You can’t just think of anything, stamp your logo on it and then call it a day. “Ideally, you want the gifts you’re giving attendees to add some value to their lives, or at the least make their day-to-day easier”, points out Vishal.
Examples of useful, branded swag include:
“There’s no point in making items like stationary (think paper pads, diaries) because they’ll probably just be hoarded and never see the light of day”, says Vishal.
So ideally, your swag items need to be ones that come into contact with/or are seen by a lot of people on a daily basis. Your visibility doesn’t end with the campaign, and keeps going for as long as your products last and are used. It increases your reach and repeats exposure, boosting brand awareness.
Umbrellas, daily-use cosmetics, and stickers are a great example of this type of swag.
Tshirt, sweatshirts and sweatpants can seem like a great option to include in your swag kit because they can be worn in many different contexts outside of the event and because by wearing them, attendees act as walking billboards. “However, anything that requires you to customize items based on gender and size can become too complicated very quickly”, says Vishal. Here’s why:
“Don't’ go for large items,” Vishal warns. Not only will this be a logistical nightmare for you (as you’ll have to oversee shipping/delivery from place of production to the venue), but also for attendees; no one wants to lug around heavy and cumbersome pieces of merch for hours.
Ideally you want to choose items that are easy to ship and easy to carry. If items are too heavy, too large, or weirdly shaped, they’ll probably be ditched at the venue, hotel room or airport.
You can also opt to give away a virtual swag kit with goodies such as gift cards/vouchers or masterclasses/ebooks/whitepapers/ and other exclusive content - like for instance, in Zuddl's case it would be our brand new ebook 'The Guide To Before-Event Marketing: Basics, Best Practices, Blunders' which is packed with insights from industry experts, proven strategies, free checklists etc. to help you solve all your challenges, from sourcing event speakers quickly to choosing which format is right foryour next event (#shamelessplug).
While it might not seem as exciting as something tangible, virtual merchandise comes with a lot of advantages:
More than 60% of consumers in the U.S. want businesses to improve societal and environmental issues (“Millennial and Gen-Z consumers are far more socially conscious than generations that came before” writes Segran in her piece). You can set yourself apart and make a powerful impact by prioritizing intentionality and sustainability in your branded merchandise.
To this end, virtual swag options like the ones we listed before are a good option to be more sustainable. Alternatively, check to see if you can opt for your items to be made from biodegradable, recyclable or renewable materials. Since many companies still rely on cheap, plastic promotional products, it can be quite simple to stand out from your competitors.
You will need to make a decision about how much you want to invest in your products. Eco-friendly swag can also benefit your business, but it is often more expensive than standard items.
Everyone loves feeling special, so it’s no surprise that anything personalized leads to better outcomes (90% of consumers are more likely to purchase from brands that provide tailored experiences). But often companies decide to avoid this route as they think it involves a lot of extra effort. It doesn’t need to be. Here are two simple ways to personalize your swag:
The effort to personalize paid off, with the gambit delivering 7 opportunities and creating $155k in pipeline for Postal’s sales team.
Here’s another example:
Most companies will give away free stuff, so that alone is not enough to stand out (if that’s your aim from your swag). Try and find something that is unique and creates a memorable brand moment.
Here’s a great example of a creative conference giveaway:
When attendees at a Marketingprofs event reached the venue, they received a swag bag filled with promotional information about exhibition booths in the hall.
Directive Consulting, a B2B search marketing agency, used that opportunity in an extremely creative way. They gave attendees an exclusive key that could open a safe at their booth which had an Apple Watch to be won. Naturally, this prompted attendees to go to the booth, resulting in way more traffic than if they had simply given away a brochure.
It was a genius tactic, because it recreates the same thrill of opening a gift on Christmas morning, or opening a parcel from Amazon. Something attendees won’t forget.
While it’s important that you don’t skimp on quality, it’s also essential that you shop around for the best deal. The last thing you want to do is settle for a vendor that doesn’t have your brand color, or won’t send you samples before you make a bulk purchase.
Resources: Use our swag vendor evaluation checklist to make the right choice.
Now that you’ve got a better idea of what types of items you can put together for your swag kit, we’ll leave you with just a word of caution about what to get printed onto them. “Just stamping your logo onto products won’t do”, says Vishal. “People don’t want to be walking billboards, and they won’t wear products with logos unless the brand is aspirational or a luxury brand. So therefore, you need to incorporate a lifestyle element into your design, or make it relatable in some way, like using a pop-culture reference.”
With hundreds of businesses competing for attention at a conference, a well-designed swag kit can act as a silver bullet. A single piece of merchandise can generate tens of thousands of impressions, drive heavy booth traffic, and can result in booked meetings as well as a huge increase in opportunity value. It just requires more than choosing any item and slapping your logo on it.The more thoughtfulness you show in creating a useful or fun experience, the further it will take you with attendees.
Resources: Use our swag vendor evaluation checklist to make the right choice.
Three intriguing takeaways from a panel about 'High tech, high impact: Event Technology' that featured our Co-founder and CTO, Vedha Sayyaparaju.
Event tech today is nowhere near where it was even 6 months ago — because the industry itself is constantly evolving, and goal posts are continually shifting. Zoom fatigue might have been the primary challenge a year ago, but today it’s creating demand (as per 62% of marketers), and it’ll be something else a few months down the road.
Our Co-founder and CTO, Vedha Sayyaparaju joined other panelists at a recent discussion hosted by NXUnite to speak about High tech, high impact: Event Technology for modern associations and mission-driven businesses. Panelists discussed challenges around tech, and offered insight and advice. Here are the three top takeaways from the talk:
There’s so much tech nowadays that being able to choose from what’s available can be overwhelming. Start by analyzing your event goals, as this will help you zoom in on where and how technology can help. And this then becomes what you need to look for in the platforms you evaluate, the panelists recommend.
For instance, perhaps your registration is too cumbersome so you would look for platforms that could help with that. “Look at where your inefficiencies are - where are you spending so much time on low return or high risk” said speaker Nikki Bell, Co-Founder at Fundraising Everywhere.
Echoing an earlier point: there’s so much tech available, and as each platform is always promoting its suite of features, people can feel pressured to use every single feature that is available to them. But this is a mistake.
“You don’t need to use everything,” cautioned Vedha. “All the features on the platform you’re using may not be a fit for the goal of your event or for its agenda. So you need to really first figure out what is the experience you want to curate and then choose features that enable that.”
“Be bold”, urged the panelists. Having to navigate the modern event landscape can be scary - the industry is changing as are audiences, but organizers shouldn’t let this discourage them, and can lean on the event community for help. Here’s how:
Watch a video recording of the entire panel here!
Zuddl is a unified platform for events and webinars that helps event marketers plan and execute events that drive growth. The platform has clients across the globe, such as the United Nations, Kellogg’s, Microsoft, HSBC, VMware, Google, StackCommerce and Cipla amongst others. In January 2022, Zuddl announced that it closed $13.35 mn in Series A funding.
So many events, so little time - so which ones are most worthwhile to attend? Which ones will drive the most ROI? This guide helps you breakdown how to choose among the many.
We’re firmly in the ‘you can never have too much of a good thing’ camp, especially when it comes to events - and marketing conferences in particular.
Getting together with marketing peers and experts, learning from each other, and making useful professional connections can be energizing, exciting, and dare we say it ‘fun’?) It’s why we’ve put together a list of top B2B marketing conferences that one can attend in 2023.
But let’s be honest. The list we’ve put together will only grow longer and longer.
However, there’s only so many marketing conferences you can attend in a year before your manager looks askance at your time off requests and your expenditure slips. So how, out of hundreds of events, do you choose the ones that will be the best value for your time and money?
The ones that help you prove ROI to your managers (ie. those that help you achieve your goals within your budget).
Here’s how to figure this out/what to take into account when making a case to management:
Why do you want to attend this conference? Is it to drive brand awareness? To drive pipeline for your sales team? To get insights and new ideas in your field, and upskill? The answer will determine what type of audience you want to reach and interact with whilst attending the conference.
To this end, do not hesitate to email conference organizers for any information they can share about the attendee profile - industry, company size and location for example, or any other factors that are important to your ICP. At a minimum, ask for a previous year’s attendee list.
In 2022, the event ecosystem evolved to see a co-existence of all formats, so this year you’ll find marketing conferences in a variety of shapes, sizes and formats. For example, while Salesforce’s Dreamforce will be held in-person at San Francisco this year, Adobe’s Summit will be hybrid, with attendees able to join virtually or at the venue in Las Vegas.
So the essential question a la Hamlet is: to travel or not to travel.
Pros: An in-person B2B marketing conference is great for marketers who are hungry to feel part of a crowd, to socialize, collaborate and network via spontaneous watercooler conversations - and thrive from it. Yes, most things can be accomplished virtually, but there is still no substitute for some in-person intangible experiences: a new relationship forged over a drink at a bar near the venue, or a level of trust that’s built from a casual conversation about sports teams or Netflix shows and a handshake for instance.
Cons: However, putting people on planes is not cheap. And spending that extra dollar for fuel, hotels, food, and drink at the event all adds up. (Plus, for eco-conscious organizations, there’s the environmental cost of transportation to reckon with). Consider whether that amount would be better spent attending a conference or marketing summit that have virtual components.
Very simply, this is the marketer’s equivalence of FOMO. If you don’t go to the marketing conferences you’ve picked out, what connections or partnerships would be lost? Or what knowledge or skill set would you miss out on?
For instance, in this age of AI and ChatGPT, marketers who don’t already know how best to leverage these tools are already a step behind the competition. Wouldn’t it be invaluable to hear experts share their successes and cautionary tales? Keep in mind that the average impact for a single cost-saving improvement idea is around $31,043.
It’s not always just a question of, “Is this event worth the money” but also “What would be the qualitative cost to your team? or “Which option gives me the comparative advantage?” which leads us neatly to our next point.
Checking to see whether your competitors, or other successful companies that you may look up to attended the marketing conference last year, and whether they were able to drive engagement from it can help you better understand the potential ROI for your business.
If you plan to attend a marketing summit as an attendee, well and good. If you can attend as a speaker, even better. To this end, check the conference website to see if they’ve put out a call for speakers, or send organizers an email explaining your interest leading a session or joining a panel.
This contributes to ROI in many ways:
Check to see what the exhibition and sponsorship package prices are for any conferences you plan to go to as an attendee. If you’re going to fly halfway around the world to attend the conference, you might as well make the most out of it.
Pros: Exhibiting enables you to increase exposure and connect with prospects on a personal level by letting them experience the product firsthand.
Cons: However, it’s expensive. Booths are priced as per size and placement so the better options can be pricey, and you’ll also have to pay for add-ons like an internet connection at the booth (yep!). And you need to factor in the costs required for booth design such as banners, standees and swag. These add up, so you should figure them out in advance.
Pros: Based on the sponsorship opportunities available - eg. gift drops at attendee hotel rooms, branding at venue touchpoints, sponsored sessions - you’ll be able to reach and connect with the audience in a way you normally would not be able to.
Additionally, as a sponsor you usually will receive an attendee mailing list aka the motherlode.
Cons: There is no guaranteed return on investments because of the complexity involved in attribution; the results of sponsorship are more tenuous than the effect of an ad campaign. The conference audience may or may not remember your brand after the event, and consequently may not follow up on a CTA from an email or a phone call.
You’ve got to be able to squeeze every drop of ROI you can.
So evaluate what kinds of content you can generate from going to the conference, for instance can you write a blog post recapping your experience and learnings from the event (we did this after attending IMEX 2022 - read our piece here). Whilst at the event, can you interview some of the speakers or other leaders of companies attending the conference for your podcast?
The more opportunities you identify to create content from the event that can be used to generate awareness, traffic and pull leads into your funnel, the more compelling the argument to attend.
As you’ve seen, when evaluating which conferences to attend this year, you’ll need to check the expenses vs. the benefits of attending. While some factors are qualitative and some quantitative, when you get down to the brass tacks, it all comes down to how much pipeline (or how many opportunities) you should be able to generate, and therefore how much you can afford to spend.
The factors that we think should go into your decision-making is not exhaustive, but it's a good start.
Zuddl is a unified platform for events and webinars that helps event marketers plan and execute events that drive growth. The platform has clients across the globe, such as the United Nations, Kellogg’s, Microsoft, HSBC, VMware, Google, StackCommerce and Cipla amongst others. In January 2022, Zuddl announced that it closed $13.35 mn in Series A funding.
Unlock the full potential of your events with these 5 expert hacks for seamlessly mapping them to your marketing funnel. These tips will elevate your event marketing strategy and drive conversions.
In today's fast-paced business environment, events play a critical role in driving brand awareness, lead generation, and customer engagement. However, with so many different types of events available, it can be challenging to understand how to effectively leverage them to drive marketing success.
In this post, we'll explore 5 ways to map your events to your marketing funnel to ensure that they are aligned with your overall business goals and objectives by channelling expert insights from seasoned event marketer, Kelsey Taylor, who recently joined us for a webinar as part of our Event Heroes series!
One important factor that will help you determine your event format is the objective of your event, says Kelsey. In other words, defining the desired outcome of the event will inform you about which format will help you achieve it best.
“If you're launching a new product or have new features to share, a webinar either pre-recorded or live is a great way to deliver this message especially to your customers.”
When asked about whether there’s an ideal stage at which companies should consider mixing up their event formats, Kelsey recommended starting with simple, low-stakes events, and gradually increasing the complexity and scale of events over time. This can help organizations to build the necessary skills and infrastructure to successfully execute larger, more complex events in the future.
“You can look at what’s working really well across your marketing functions, and where you see places where you can insert something different and test things out.”
When asked about how to create attendees who will want to continually engage with your brand, Kelsey’s pertinent advice was to think beyond just one event and rather view each event as part of a larger audience-building process.
“Continuing to think strategically and take into consideration and take good care of your attendees no matter what they attend will build that obsessive brand for your events.“
While there is no rule of thumb when it comes to setting your event budget in stone, Kelsey recommends using your average deal size as an indicator while formulating your event budget.
“If we're going to have 10 people at an event and an average deal size of let's say ten thousand dollars, we need to have at least double that in the room to make it worth it.”
While tracing the evolution of event needs, Kelsey highlighted that the bar for events is much higher compared to pre-COVID times, as attendees have limited time to offer to events, and that they’ll only look for events that give them tactical value.
“We want to ensure that we're delivering valuable actionable insights that they can take back to their teams and implement immediately, again no matter the format.
There isn't really anything worse than attending an event and really not finding any value in it!”
Want to catch the full conversation? Click here!
Zuddl is a unified platform for events and webinars that helps event marketers plan and execute events that drive growth. The platform has clients across the globe, such as the United Nations, Kellogg’s, Microsoft, HSBC, VMware, Google, StackCommerce and Cipla amongst others. In January 2022, Zuddl announced that it closed $13.35 mn in Series A funding.
Wondering where to find inspiring, insightful and expert B2B marketing content? We've curated a list of popular B2B books and podcasts that you're sure to love!
As a B2B marketer, staying up-to-date with the latest strategies and best practices is essential to your success. Now, a classic way to do this is by reading renowned books that have helped many a B2B marketer (scroll down to see our top picks!)
But since books may not be everybody’s go-to medium to learn these days, we’ve also curated some super-insightful podcasts that you can listen to no matter where you are!
So without further ado, let’s get right to it.
For our list of must-read books for every B2B marketer, we’ve put together a good mix of thought leadership, actionable takeaways and a generous serving of inspiration. So if you’ve kept your reading habit alive in this digital age, firstly, we salute you!
Set the mood, put on your reading light and zone out from the rest of the world with any of these valuable reads:
As of December 2022, podcasts had approximately 424 million listeners worldwide! And it’s no surprise - in this world where convenience is highly regarded, podcasts have the unique ability to permeate into all kinds of daily activity - you can consume podcast content when you’re travelling, on your morning jog, during your drive to work or even when you’re in bed!
Here are the shows that made it to our list:
So there you have it, folks! Whether you prefer to learn through reading or listening, these books and podcasts offer valuable insights and strategies for B2B marketers looking to stay ahead of the game!
If you're a B2B marketer, here are the events you should be attending in 2023.
2023. This new year brings B2B marketers the opportunity to be better and do better than last year. This means that over the next 365 days, you can:
There are a variety of ways to do this based on your learning style - you can read articles or LinkedIn threads online, listen to a podcast or attend some of the best B2B marketing events throughout the year. The perks? Based on the format of the event, it’s highly probable that you won’t have to travel, you can eschew awkward small talk, no one can tell if you’re wearing PJs whilst attending, and you’ll come away with insights and skills that create a competitive advantage in the modern digital climate.
While there are plenty of b2b events in 2023 you could attend, we’ve whittled the list down to those we think are worth your time and attention.
<p><a href="#jan-b2b" >January 2023 events</a></p>
<p><a href="#feb-b2b" >February 2023 events</a></p>
<p><a href="#march-b2b" >March 2023 events</a></p>
<p><a href="#april-b2b" >April 2023 events</a></p>
<p><a href="#may-b2b" >May 2023 events</a></p>
<p><a href="#june-b2b" >June 2023 events</a></p>
<p><a href="#july-b2b" >July 2023 events</a></p>
<p><a href="#aug-b2b" >August 2023 events</a></p>
<p><a href="#sep-b2b" >September 2023 events</a></p>
<p><a href="#oct-b2b" >October 2023 events</a></p>
<p><a href="#nov-b2b" >November 2023 events</a></p>
<p><a href="#dec-b2b" >December 2023 events</a></p>
When: Jan 8-10
Event type: In-person - San Diego
Why attend: The first recommendation in our event calendar is Lead Generation World. This b2b event brings together practitioners and experts in the field to help advertisers and lead buyers successfully navigate the lead generation ecosystem.
Attendees can expect to receive highly targeted and insightful content alongside exclusive networking opportunities with companies that can support their efforts.
When: February 27 - March 1
Event type: In-person - Scottsdale, Arizona
Why attend: The three day b2b event features 80+ sessions and 20+ case studies around ABM, content strategy, demand generation, sales enablement and more, giving marketers practical hands-on insight into a variety of use-cases, and encouragement on what can be achieved.
This year, attendees can learn from inspirational marketing leaders such as:
All signs point to a highly educational and value-driven experience, that should be one of the top among the b2b events in 2023 you’d want to attend.
When: March 13-15
Event type: In-person - San Diego, CA
Why attend: As its name suggests, this event is targeted towards digital marketers and social media professionals looking to discover the best insider secrets and the latest trends, and to learn strategies and tools that will help grow their business. Here’s a glimpse of some of the sessions that will be held, and the speakers leading the discussions:
It’s a b2b event where content marketers will find tactical, no-fluff information that you're not going to learn anywhere else in the world.
When: March 21-23, 2023
Event type: Hybrid - Las Vegas and virtual
Why attend: Adobe’s conference made it onto our b2b events to attend in 2022 article, and our events in 2023 list would be incomplete without it. The 3-day conference empowers attendees to discover the latest trends with more than 200 sessions and hands-on labs across 11 tracks, from juggernaut speakers across industries.
There’s something for all stripes of B2B marketers this year, from content marketers to commerce practitioners:
Attendees will have the chance to connect directly with peers and leaders from the world’s top brands. 2023’s speakers have yet to be announced, but previous speakers include:
Bonus: Adobe also hosts a pre-conference two days before the Summit kicks off, during which you can learn more about Adobe Experience Cloud solutions.
We love the tracks’ focus and exciting speakers - it really doesn’t get better than that.
When: March 23
Event type: In-person - San Francisco, CA
Why attend: The Summit by Pavilion aims to help marketers learn the newest strategies and best practices they need to know in order to drive revenue through marketing efforts.
Attendees can expect:
By attending this b2b event, you’ll get a front-row seat to learn from leaders who have succeeded in driving results for their teams. We love that it’s no-nonsense, and straight-to-the-point. This one’s a hidden gem.
When: April 26-29
Event type: Hybrid - In-person at Banff, Canada, and there’s a Gathering Global Online Pass available to let attendees experience content on-demand from home
Why attend: Whilst there are many reasons to attend this Summit (not least its name, location or intriguingly designed event page), at number one would be how it is billed: a safe space for business and marketing professionals to unite for inspiration, application and celebration.
Attendees are in for 3 days of 20+ workshops, keynotes and intimate Q&As from 50+ thought leaders and 12 award-winning brands.
When: May 8–9
Event type: San Diego, USA
Why attend: The conference aims to be a global platform to inspire and empower marketing leaders to map the digital DNA of your consumer, foster brand loyalty and community, and unlock innovation.
And who better to learn from than this roster of A-listers from the industry!
The event focuses on 4 key themes: Strategic Leadership and Growth, Brand Loyalty, Community, and Purpose, Engaging Content and Innovative Storytelling and Data Connectivity & Creativity. Each theme features insightful sessions that guarantee attendees leave with valuable insights. Here’s an example:
With delivering value at the heart of all activities and sessions at the event, Strategic Marketing 2023 doesn’t fail to impress. Definitely one of the top B2B marketing events in 2023 you won’t want to miss.
When: May 16 - 17
Event type: In-person - Las Vegas, NV
Why attend: At Gartner CSO & Sales Leader Conference 2023, sales leaders will gain unique actionable insights, practical tools and innovative guidance to exceed revenue targets despite the unrelenting uncertainties caused by inflation, talent scarcity and supply chain disruptions.
The event’s agenda tracks are carefully curated to this end, with each directly addressing topical challenges and goals faced by chief sales officers, sales operations leaders, and sales enablement leaders. Here’s a snapshot of the tracks and some of the sessions offered.
Track A: Reinventing Sales Strategies to Drive Growth
Track B: Enabling the Commercial Organization of Tomorrow
Track C: Revolutionizing Sales Operations for Greater Scope and Impact
Track D: Optimizing Revenue Technology to Boost Engagement
There’s also built-in time to network and learn from experts, thanks to:
This one’s a must-attend.
When: May 17 - 18
Event type: In-person: San Francisco
Why attend: Pulse is the world's largest gathering of Customer Success, Product, and Community professionals. It brings together business leaders and practitioners every year to share ideas, strategize best practices, and build relationships with the larger community. Over the last 10 years, Pulse has been home to more than 5,500 in-person attendees and more than 20k virtual attendees spanning six continents.
Accordingly, there’s something for everyone at Gainsight. Here’s a snapshot of the agenda:
Speakers this year include:
When: May 22 – 24
Event type: In-person - Denver, CO
Why attend: The Gartner Marketing Symposium is a gathering for marketing leaders to advance their thinking as strategic leaders and learn cutting-edge marketing practices to drive efficient growth.
The 2023 agenda is filled with tracks for CMOs and marketing executives, customer experience and loyalty leaders, marketing operations and analytics leaders, as well as digital marketing leaders. Here’s a glimpse of what to expect:
Sessions will be led by the world’s leading marketing experts.
While this year’s line-up is still being finalized, if it’s anything like 2022’s roster (Julie Sweet, Chair and CEO, Accenture, General David H. Petraeus, Director, CIA (2011-2012), Nicole Malachowski, First Woman Thunderbird Pilot, and Mike Krzyzewski, Head Men's Basketball Coach, Duke University (1980 – 2022), attendees are in for a very exclusive experience.
When: May 23-24
Event type: In-person - San Francisco
Why attend: If you’re a CEO, CFO, CMO, CRO, VP or Director of a $20M-to-$1BN company, then this event is for you. Join 1,000+ business leaders for a bespoke networking and learning experience in which you’ll deep dive into the specific topics and challenges you’re facing today at work.
And just to give you an idea of who you’ll be meeting and interacting with - these are the companies that attended last year.
There are some really interesting sessions that you’ll be able to attend. A few of our favourites from the agenda:
When: May 24 - 25
Event type: Las Vegas
Why attend: Whether you’re a beginner or the leader of your team, you’ll leave with the insight you need to elevate your role through a three-pronged approach:
We love this holistic approach, especially since as an attendee, you’ll be rubbing shoulders with professionals from the world’s largest companies and most exciting startups such as Slack, Square, Adobe, Cisco, Ebay, Hubspot, Stripe, Amazon, Google, Deliveroo, Meta and Salesforce.
Sign us up!
Event type: In-person - Sydney, Australia
Why attend: This is APAC's largest B2B marketing conference focused on pipeline, revenue, growth, brand, leadership and personal career advancement! 600+ B2B CMOs and marketing leaders will gather to discuss their roles as business leaders driving revenue and growth while ensuring they personally stay relevant as modern marketers.
There are an incredible 70 speakers lined up this year. Here’s just a few:
And there’s an incredible variety of tracks and sessions on offer such as
There’s so many incredible sessions on offer - marketers attending this event will be spoiled for choice.
When: May 31 - June 2
Event type: In-person - Austin, Texas
Why attend: SaaStock is a conference for SaaS founders on the journey to $10M+ ARR and beyond, and the event bills itself as gathering ‘the highest concentration of SaaS decision makers, with 68% of all attendees in leadership roles.’ This makes it the perfect environment for SaaS founders and their teams to grow their network, and build valuable connections.
60+ speakers have been carefully hand-picked because they’re proven to be world-class leaders, trendsetters and disruptors in SaaS. The lineup this year includes:
We'd go to listen to these speakers alone.
When: June 5-7
Event type: Hybrid: In-person at Austin,TX, and Virtual
Why attend: Forrester’s B2B Summit empowers professionals with the information and insight they need to make bolder, smarter decisions in a turbulent 2023 landscape. The B2B event is laser-focused on giving marketing professionals actionable insights that they can put to use immediately to improve the bottom-line.
To this end, the event has more than 100 role-based sessions aligned to the priorities of B2B marketing and sales executives and leaders in ABM, sales enablement, product marketing, digital demand, channel marketing etc.
Get everything you need to know about B2B marketing in 2023 in one go.
When: June 6-7
Event type: In-person - London, England
Why attend: : With 10,000+ SaaS executives, founders, and VCs all gathering for 100+ workshops and sessions 1,000 brain dates and mentorship sessions,Meet-A-VC 1:1 meetings, etc. it's clear that SaaStr is the B2B event to attend for anyone who works in SaaS.
This year’s speaker lineup includes:
And even a glimpse at the agenda will convince you of its value. We love the following sessions:
This one’s a definite ‘yes’ when you’re trying to decide which b2b events in 2023 you should attend.
When: June 26 - 29
Event type: Toronto, Canada
Why attend: Called ‘The Olympics of Tech” by Politico, Collision brings together the people and companies redefining the global tech industry for 3 days of networking, learning, lead generation, and exposure.
They've got a great and diverse speaker roster this year as well:
When: August 7-9
Event type: In-person - Seattle, WA
Why attend: MozCon bills itself as ‘Not Your Typical Marketing Conference’ and one look at their three-day event agenda will convince you to sign right up. Each day is filled with a great mix of activities - non-stuffy networking sessions, breaks for meals, and expert sessions delivered by the best and brightest in SEO, search marketing, mobile, conversion optimization, local search, and more. Here’s a quick glance:
When: August 21 - 23
Event type: In-person - Denver, Colorado
Why attend: At the world's leading partnerships conference, attendees can expect interactive and insightful content, unrivaled networking opportunities, and actionable takeaways to achieve your goals. This one’s a hidden gem.
Just take a look at all the companies that attended last year:
And this year, there are some terrific speakers lined up including:
When: September 5-8
Event type: In-person - Boston, MA
Why attend: Forbes called Hubspot’s annual event ‘Inbound’, “A must-attend event for agency owners and marketing professionals”, and for good reason. The event is one of the world's largest marketing conferences, with 26,000+ attendees from 110 countries taking part.
The three day event always has tracks for Marketing, Sales, Customer Success, HubSpot Academy, and RevOps, with each featuring workshops by industry experts, fun activities, and opportunities to network.
And the event always pulls in the biggest names in the world. Past speakers have included: Barack Obama, Viola Davis, and Dr. Jane Goodall.
With speakers like these and session topics that cater to all types of B2B marketers, the conference is truly a value-driven source of knowledge and inspiration.
When: September 6-8
Event type: In-person - SF Bay Area
Why attend: SaaStr, as everyone one in the B2B marketing world knows, is the world's largest SaaS community event on the planet, bringing together cloud and SaaS professionals from around the globe to learn from the top founders, VCs and execs in SaaS. From the CEOs of Slack and Zoom, to the founders of Datadog and Atlassian, to break-out leaders from Calendly to Flexport, everyone who's anyone comes to SaaStr.
In 2022, the event drew 10,101 attendees across 3+ days.
12,750 mentorship connections were made.
1,931 Braindates and mentorship sessions were hosted.
There were 324 VCs in and 457 Founders in the Meet-a-VC Program.
Plus, everyone let loose at a party hosted by DJ Duke Dumont!
2023 looks to take things up a notch with more speakers, workshops, Braindates and more.
Well-worth your time.
When: September 12–14
Event type: In-person - San Francisco
Why attend: Salesforce's massive event pulls in tens of thousands of attendees every year to a temporary “national forest” in San Francisco. And it's no surprise why. Dreamforce always features a speaker lineup of heavy-hitters and A-listers. Just look at 2022's roster:
Furthermore, with 1000+ sessions to choose from, there's no doubt you will be able to learn from some of the brightest minds and biggest thought leaders in your industry. According to a survey conducted by Salesforce, 87% of Dreamforce attendees learned something that helped to accelerate company growth, while 86% solved an organizational challenge with learnings from the event. You can't argue with those results!
We've put together a quick but concise breakdown of everything you can expect at the conference this year. Click here to read.
When: September 19 - 21
Event type: In-person - San Francisco
Why attend: Join thousands of the most motivated and ambitious founders, investors and tech builders for a 3-day conference focused on breaking technology news and developments driven by big-name thought leaders.
The three main takeaways from attending:
This year features 6 new intriguing tracks:
1. Sustainability Stage - Discover emerging technologies that transform the way we engage with our environment, impact society and how we move from place to place.
2. Fintech Stage - Learn about the technology that is powering new ways of capturing and distributing value and wealth.
3. AI Stage - Dig into the science behind the deep tech, the products it powers and the ethical, social and legal challenges that come with it.
4. Security Stage - Gain the keys to protecting sensitive information and thwarting hackers intent on unlocking details of your business and your life.
5. Hardware Stage - Learn the mechanics and code behind the machines that enable us to get things done smarter, faster, and more efficiently.
6. SaaS Stage - Uncover Software-as-a-Service tools that reveal insights, power productivity and allow creativity and efficiency to blossom within your organization.
We’d sign up for this alone!
But it gets better. Here’s whom you can expect to learn from at the event:
We're excited for this one.
When: September 19 - 21
Event type: In-person - Napa, CA
Why attend: This Summit hosted by Outreach (the leading sales execution platform helping revenue organizations create and close more pipeline) aims to help you build your network of women sales leaders and allies, energize your body and mind, and develop actionable strategies to attract and grow more women in B2B sales.
It’s got a fantastic line-up of speakers! Venus Williams for one.
You can also look forward to hearing from:
And their agenda is packed with actionable, insightful sessions. Here’s just a few that we liked:
Definitely worth your time.
When: September 21 - 23
Event type: In-person - San Francisco
Why attend: PMM peers can come together for 2 days of networking, knowledge-sharing, keynotes, roundtables, and more. As an attendee, you will learn how to:
Here are some of the hand-selected PMM experts you'll be learning from:
A fantastic line-up.
You won't want to miss this.
When: October 4-6
Event type: Virtual, and in-person at Boston
Why attend: B2B Forum is the ultimate destination for marketers to discover how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. You can look forward to tactical sessions, inspirational keynotes, and immeasurable connections.
There’s something for all stripes of marketers. Some of the sessions that caught our eye:
And our favourite: ‘Your Customer Is a Flamingo: Understanding the Many Routes They Take and the Content That Serves Them on Their Journey’
They've got a great lineup as well, including:
And to top it all, there's plenty of fun shenanigans in store as well - we're not joking, there's literally a section in the Program named specifically for this. Besides a 'Welcome Home' party, you can go on a Boston Photo Walk, attend a Dine & Doodle activity, and attend a 'B2B Carnival of Connections'. Not going to lie, we'd attend for these reasons alone.
When: 16-19 October
Event type: In-person - Dublin
Why attend: Lauded as “the best SaaS Conference for founders, execs and investors in Europe, period”, this three day-event aims to help drive back-to-back, meaningful conversations with fellow SaaS founders, future customers, or 400+ investors to fund your SaaS.
It also aims to deliver unrivalled, actionable content through carefully picked 150+ speakers.
This year's lineup features:
Sessions are carefully curated under tracks such as 'Accelerate Stage', 'Bootstrap Stage', 'Growth Stage', 'Founders toolkit', 'Sales Excellence' etc so that the content you can consume is hyper contextualized to you. We saw plenty of sessions we'd love to catch, including:
When: October 24 – 27
Event type: Hybrid: In-person at Florida, and Virtual
Why attend: This B2B marketing conference showcases the creative thinking and inspirational strategies that the world’s top CMOs and leading brands have implemented to meet and exceed their customer needs, drive growth, and inspire change. Indeed, its slogan this year is 'Force for Growth. Force for Good'.
The conference is known for its lineup of speakers and this year's roster follows that trend with a fantastic roster that spans marketing leaders from Crayola, The Coca-Cola Company, Mastercard, Hilton and to top it all, Jon Bon Jovi 🤯. Here's a list of heavy-hitters you can expect at the conference - shortened for the sake of brevity:
The conference agenda is peppered with sessions curated to help you drive immediate impact at work (such as 'The internet is broken. Let's fix it', 'Merging Purpose-driven marketing with Gen Z data', and 'Are B2B and B2C Marketing and Brand Evolution really different?').
And did we mention that Bon Jovi will be performing?
When: Late October
Event type: Nashville, TN
Why attend: This one-day event is designed for any current sales leader looking to maximize their knowledge of revenue performance tactics and tools. Sessions are dedicated to inspirational-yet-practical knowledge sharing with thought leaders, and unparalleled networking with practitioners who will solve tomorrow’s sales challenges today. The conference is stacked with speakers from the biggest enterprise companies and smartest startups including Zoom, T-Mobile, Cisco, the Atlanta Braves, ADP, and more.
There's so much valuable content to absorb at the conference, and we particularly like the sessions focus on step-by-step actionable insights that can be put to use right away, such as:
When: November 27 - December 1
Event type: In-person - Playa Grande, Costa Rica
Why attend: Sales and revenue leaders, or anyone who wants to level up their sales or leadership game, build real, lasting relationships with other successful leaders in the industry can look forward to a week of reflection, learning, and growth - not to mention, surfing - in Costa Rica!
Days start with surfing lessons (tailored to your ability level) followed by daily sales workshops, trainings, and peer-led seminars with topics including sales management, recruiting, scaling and more.
Here are some sessions from earlier editions of the event to give you an idea of what you can expect:
- Intro to NEAT and Addiction Selling Models; Coaching: How to Self-Correct without Self-Destructing
- Enlisting Sales Ops to Take Sales to the Next Level
- How to Scale: Leading Through Change and Building Big Things, and more.
Packages are all inclusive of lodging, transportation, meals, surf instruction, 1-on-1 Coaching Sessions.
Check back soon for the full agenda and information on speakers.
When: Nov 27 - Dec 1
Event type: In-person - Las Vegas, NV
Why attend: AWS re:Invent bills itself as “the most transformative event in tech”, inviting its global computing community to “get inspired and rethink what's possible”. It’s been around for the past 10 years, with each consecutive edition upping the ante with hard-hitting keynotes, new service announcements, fun, and inspiration.
Attendees can expect the latest news and developments in databases, analytics, machine learning, storage, etc. You can follow all the key announcements, and get a peek at the newest cloud technologies. There will be bootcamps designed to expand your understanding of AWS services and Breakout sessions, organized by experience level and led by AWS experts. At the Expo, you’ll be able to see interactive demos, and at AWS Builder Labs, devs can experience AWS in a live sandbox environment.
The breadth and depth of learning at the conference is unparalleled. Sessions are available on AI/ML, Cloud Operations, Security, Compliance, & Identity, Databases and Front-End Web & Mobile to name a few; they're curated to deliver value to those at different stages in their learning journey (beginner to expert), specific to job role and industry. Which all means that you're sure to find sessions extremely relevant to you.
Here are a couple of sessions that caught our eye:
We'll wager it's impossible to come away from the conference without uplevelling your skill or insight - albeit in areas you might not have been expecting!
Click here for a look at all the sessions available here, and book early to take advantage of reserved seating.
And there will also be AWS Builder Labs, a re:Invent Expo hall features more than 100 AWS Partner booths where you can find solutions to meet your business needs, networking opportunities with their PeerTalk platform, and a re:Invent Rec Center where you can play, and experience AWS sports collaborations like:
And what's Vegas without a show? Celebrate the final night at the annual re:Play party with exciting food catered by the infamous Wolfgang Puck, live music and all the classic re:Play activities guests have grown to love, like dodgeball and button mash.
About Zuddl: Zuddl is a unified platform for events and webinars that helps event marketers plan and execute events that drive growth. The platform has clients across the globe, such as the United Nations, Kellogg’s, Microsoft, HSBC, VMware, Google, StackCommerce and Cipla amongst others. In January 2022, Zuddl announced that it closed $13.35 mn in Series A funding.
We've shared our on-ground learnings and tips based on our experience of attending IMEX 2022 to help you prepare for any large-scale conference!
IMEX is one of the largest gatherings for event people across the globe. Thousands of event planners, producers, Professional Conference Organizers (PCOs), Destination Management Companies (DMCs) and event tech people from across the world gather at IMEX to find partners, figure out the next big thing in event management and check out the latest in tech powering events. IMEX America 2022, held in Las Vegas, was Zuddl’s first trade show event as sponsor participants.
Here are some of the highlights from IMEX America 2022:
I'm glad you asked.
When you participate in a third party event, your goals could be one of two broad things - brand awareness and/or generating leads. Or you could be at an event just to meet your existing customers. Either way, choosing the right event is crucial to get a positive ROI.
At IMEX America, you will meet a lot of event planners, and associations. So if event planners and associations are your ICP, IMEX is the place to be. You’ll be meeting independent event organizers as well as large event consulting organizations. Between them, they run events of any scale - from a 100 attendee get-togethers to over 15000 attendee concerts!
Another fantastic takeaway from IMEX was the hundreds of event destinations to choose from. If you are tasked with shortlisting venues for your next in-person or hybrid event, then you’ll find a lot of options to consider at IMEX.
With a lot of event tech vendors in attendance, IMEX also offered a wide array of tools and platforms for buyers to run their events. From face detection technology to audience engagement, and badge printing vendors to event hosting platforms - they were all in attendance.
Now with over 12,000 registered attendees, hundreds of hosted buyers, and tons of exhibitors, it can be a really overwhelming three days if meetings and activities are not planned out well in advance. We did our homework, and knew exactly what to expect. Even then, we weren’t able to cover as much as we would have liked.
Here are some tips to help you make the most of IMEX (or any large conference for that matter):
And by that I mean as early as four weeks before the conference begins. IMEX had a portal for buyers to contact vendors, and for vendors to run campaigns, which isn’t the best out there, but it was still something. Since IMEX is a buyer-first conference, it made sense for buyers to reach out to vendors. And each hosted buyer group had definite meeting targets to meet, so you could be sure that meetings would not be ghosted.
Most booth sponsors lock in their booths as soon as the event is announced. This helps them secure the best possible location for their budget. And at events, it is all about location location location!
Make it a priority to follow up with booth visitors and leads as soon as possible after the event. The likelihood of them remembering the conversation drops significantly as time passes by.
You will be long remembered for brilliant swag than a run-of-the-mill pen. Don’t get me wrong - pens are great, but how many conference swag pens can someone have? We took these brilliant water bottles/sippers, stickers, buttons and tote bags that flew off our shelves faster than we could restock. Now someone’s child somewhere knows of Zuddl (or Zoodle :P)
Zuddl X IMEX America 2022 1
I cannot stress this enough. I saw people changing into sneakers by the second half of the first day. These convention centers are huge, and you will need to walk from one part to the other. Comfortable feet make for comfortable days.
So there you have it folks. Hope this helps you drive more value from your events.
See you at IMEX (or some other event!) soon!
Recommended read: Here's a sneak peek of event trends in 2023 as per our latest report.
Find out how people and business organizations leverage communities, and how communities can help engage customers in order to drive long-term growth.
At the risk of sounding cliche, we’d say humans are resilient. Consider the pandemic. Things were extremely difficult for everyone, and that too on all fronts. Lives, jobs, mental health… so much was at risk.
And yet during these trying times people found many ways to bounce back. Perhaps one of the best ways to combat the ills of the pandemic was building and growing communities. The situation during the pandemic made community more necessary than it's ever been.
People who were out of jobs and needed a place that allowed them to go to help them find jobs found communities the perfect shelter. Communities helped them find empathy for what they were going through and helped them learn, for example, how to secure a job in the harsh climate. It may sound ironic, but the pandemic might have been the perfect storm.
Kishore C S, Content Lead at Zuddl, and Jared Robin, co-founder RevGenius, sat down for a fireside chat to discuss how communities have evolved, how people and business organizations leverage communities, and how communities can help engage customers in order to drive long-term growth.
Psst... if you'd rather listen to a podcast about this topic, click here.
In a wider sense of the word, communities evolved as something that’d support you, something outside of work. You had communities in schools, you had the church, you had sororities… And then there are meetup groups, there are events, and there are groups that border on being a community.
They were also shaped to be a business model, in the way events and communities brought people together. It’s just that the bridge for leveraging community for your job and your professional life has doubled down the past few years.
Thankfully, the digital revolution has made communities more far-reaching and more accessible than ever. That was clearly visible during and after the pandemic.
On social media platforms people seem to do more selling than supporting.There’s nothing wrong with selling. Everyone lives by selling something, as the 19th century author Robert Louis Stevenson observed. But when selling is the predominant activity, other factors and questions about trust come into picture.
Community as a whole has been around probably since the beginning of time, the beginning of our lives. But the way they have entered business activities is very recent. And there’s a lot of reasons why communities are fast becoming important for organizations of all sorts. But the first advantage communities hold is that of trust.
People trust others more in communities than on social platforms. It’s like people are more eager to give when engaging communities. And the goal of being active in communities isn’t to drive leads further down the sales funnel. It’s more about helping them with their current needs.
For instance, RevGenius may have a hundred people who have signed up to get into SAS sales. There will be cohorts, where we could take 50 people for a month and get them into software sales. And it’s all based on the spirit of helping - like these people won’t be paying anything.
So communities have come to be identified with the goal of helping people at zero cost, or at a very low cost sometimes.
If you have any experience with communities, you’d have clearly observed two things. One, the reach of communities is growing rapidly, thanks to the digital space. And two, communities are growing in scope; business organizations are also leveraging them internally.
With the pandemic behind us, we can look forward to in-person events that would strengthen the communities. All through, the focus is still to help community members. So if there were hybrid or digital events, the idea is to give more people around the world access to the community.
Let’s see how lots of companies are approaching building communities through events. Initially, the companies were trying to improve their understanding of the virtual world, especially to see whether things were easy to adopt for everybody.
1. Better quality: Companies have already seen enough evidence that adoption is not an issue. So now businesses are looking for better production quality at their events. They don’t want events to look like just another (boring) meeting. They want a different level of involvement and engagement as well.
2. More focus: At their own end, companies are also taking care that they keep things interesting, focused, and relevant. They are making sure the topics interest the audience. Outcomes are now at the center of these events. And ‘interactive’ is the operative word here.
3. Micro events: Companies are looking to not only get more focus but are also trying to drive productivity at the departmental level. Micro events involving communities leads to more intent, more engagement. Even big conferences are trying to be more subtle, more personal, and more engaged.
You don’t always need to have a huge headcount; a smaller but more engaged group can be more effective too. Imagine you’re doing a hybrid workshop over Zuddl. The participants are women who are in institutional or B2B sales. And because Zuddl is built for making hybrid events interactive, everyone is super engaged and active - basically going great.
Then a saleswoman (let’s call her Irene) asks a question. Her job is to sell to hospitals. Because it’s the healthcare industry, with the insurance industry overlapping, there are lots of restrictions and policy guidelines on what she can do and what she can’t. And because it’s a unique, industry-specific situation Irene is describing, the resource-person has only so many things to say.
In absence of interactivity, Irene’s questions would go unanswered, or at least under-answered. That’d have left her unsatisfied - not a good thing for events.
But the platform’s ability to get everyone engaged and interact leads to a better outcome. The other participants know what’s being discussed. So everyone begins to dig deeper. They begin sharing their experiences from different industries, thereby trying to build a wider paradigm.
Soon, the underlying commonalities between different sales situations begin to emerge. Irene is able to connect the dots by uncovering the deeper connections between the different things the other participants are sharing. The overall quality of the discussion improves, with the result that Irene has found a very good answer to her question.
Better understanding begins with better questions. And when you ask questions to people who’re close, they’ll first look at the use case and offer better answers. For instance, field marketers, who’ve been close to your customers for years, are able to niche down to the nitty-gritty in their answers. The people that look at everything best understand their community or their audience or their prospects or their customers the best.
It kinds of adds up in the way we make decisions in our daily lives. We always check with our inner circle first. A community kind of works as our extended inner circle, where the trust is the same, like as you trust your brother or your best friend.
Extend it a little. Suppose you’re traveling to some place and you’re looking to learn where you can find the best wi-fi. You’d likely head to Slack or some place where you’d see groups knowing and discussing this. And you can be sure you’ll have the right information. That’s like leveraging people in influencing type of capacities through the community.
Communities are the future
The way people are engaging in communities, the way events are shaping up and getting interactive - all this is shaping communities in a very unique way. In fact, we believe that the trends point to something interesting: communities are going to be more massive, and yet more micro.
That means the sizes of communities will continue to expand. But would that hurt the purpose of communities, namely that of helping community members? Thanks to the digital capabilities of platforms, the focus is not getting blurred. People can still reach out on a one-to-one basis and seek and offer help to very specific issues.
You’ll also see communities becoming more empowering. People will have a bigger say in the direction in which their communities are headed. That augurs well not just for businesses but also for not-for-profits and social movements. For example, communities can solve lots of social challenges. Or there could be communities that could solve the problems of individuals.
Speaking of communities, have you checked out Hybrid State of Mind? It's the place to be if you're looking for expert advice, dope insights and a whole lot of other news and views from the event industry.
Earlier this year, marketing leaders Emily Kramer and Ketan Pandit discussed fuel and engine, and how to pair them right to get the perfect marketing function. This article has the important highlights from their chat.
Today, we're throwing it back to when Emily Kramer (Cofounder MKT-1) and Ketan Pandit (Head of Marketing, Zuddl) sat down for a fireside chat to discuss the fuel and engine concept and how to pair them right to get the perfect marketing function.
We've handpicked the highlights of their session in this article; you're welcome!
Marketing, especially tech marketing, has grown complex over the years. A number of market-focused tactics have changed. Technology platforms have grown to be a great better, in that they can tell you, with a great deal of accuracy, which ad platforms work better for you. Even a number of marketing roles and titles have widened or altered beyond recognition.
And yet, lots of things about marketing have remained consistent. The foundation of marketing has not, and cannot, change. While marketing is increasingly finding a seat at the revenue table, its primary purpose and mission hasn’t changed.
With that context, it becomes both interesting and challenging for marketers to build stronger teams that, in turn, can shape the marketing function.
If you take away all the jargon from marketing and strip it down to its most essential form, you will find the fuel and engine concept in marketing expresses everything that marketing is and needs.
The fuel is the ‘what’ part of marketing. All the content you have developed, all the messages you have crafted, all the creatives your teams churn out… everything that goes out to your audience is the fuel.
The engine is the ‘how’ part of the marketing. All the channels that you use, all the distribution vehicles you deploy to get the message across, all the platforms you leverage, … all of these are a part of your marketing engine.
In brief, fuel is the all the assets you create while engine is your distribution arm.
No marketing teams are perfect, no matter how large and resource-rich the organization or how experienced the team members. The three most common patterns or problems that marketing teams face are:
This is where you have made a whole bunch of content, you have perfected the words after having spent a lot of time. But unfortunately, that content isn’t getting to anyone because you’re not focused on distribution.
The key problem: You have the ‘what’ but are missing on the ‘how’.
The website is ready for conversion flows and everything is optimized but the messaging is almost entirely absent. No matter what stage your website visitor is at, you hit them with the same message. You ignore other things and only put the request-demo message in the loop.
The key problem: You have the ‘how’ ready but the ‘what’ isn’t in place.
You have a great engine, but unfortunately it’s meant for a different business model, not yours. The messaging is neat and all ready, you’re sending it through the wrong engine.
The key problem: There’s a clear mismatch between your fuel and your engine.
Sales is focused on crushing revenue goals month after month, quarter after quarter. But what does marketing do?
Sure, marketing needs to be supporting the sales function in achieving the short-term revenue goals. But in addition to that, marketing should be able to build for long-term growth. And that’s done in a variety of ways.
It could be through the following five actions:
It is evident that what worked for some other company won’t work for yours. That’s because all organizations are different. So one thing to do is to build a framework that will work for you.
More importantly, build the right team and you can prevent or overcome all sorts of marketing challenges. So how do you build a marketing team?
Traditionally, people would suggest you hire a T-shaped person.
A T-shaped person is someone who is great in one area and has general knowledge across all the rest of the areas. Startups often do this - they get someone that’s really deep in one area, but doesn’t have much breadth.
Times are changing, and you want your hiring strategy to change accordingly.
A π shaped person is someone who is an expert in one area, and pretty competent in another area. And he has a good general knowledge across all the rest of the areas. Think of a product marketer who also can write well. Basically, you should be looking for a person with skill overlaps.
Sometimes it’s easier to hire for your own teams, and at other times it makes more sense to have a contractor or an agency.
But how do you make a choice between hiring a full-timer and hiring an agency?
Sure, you can outsource a number of people or agencies for lots of tasks. But even after you’ve signed up with the best agency, how do you make sure they deliver the right quality?
An important thing to remember is that contractors and freelancers, no matter how good, will only be as good as you can manage them and guide them. They aren’t going to be great if they’re not given guidance and context for the company.
So this is the crux: Activities that require deep expertise are best left to contractors if you’re not going to need that on a regular basis. Contractors have been working on the same thing over and over again, for a long, long time. Also, for work that’s done in spikes, i.e. at irregular intervals should be outsourced.
And with the remote working model widely accepted, it’s easier for people to work from where they want. That brings in a lot of different kinds of people you probably wouldn’t have been able to hire earlier.
As for your own teams, be really clear on goals upfront. When you’re building a startup, you want people to know what they’re working toward.
Psst... More of a listener than a reader? Listen to Emily and Ketan's conversation here.
Here are 4 marketing lessons you'll love from our recent webinar with Dave Dabbah, CMO of Robocorp
If you’ve been following our webinars, you’ll know that we recently featured Dave Dabbah, CMO, Robocorp on a fireside chat about marketing, events and beyond. In case you missed it, you can always watch it on demand here or listen to this podcast that captures the essence of the conversation.
Tell you what, let us spoil you silly by telling you the best parts of our conversation with Dave Dabbah in this blog. It can’t get easier, can it?
Here are four lessons you can take away from our webinar with Dave Dabbah:
Let your passion and curiosity fuel you
According to Dave, it's important for marketers to let curiosity and passion drive their work. He gives his own experience as a kid to illustrate this point.
“Back in the day, my friends would get copies of Sports Illustrated while I was getting copies of Ad Age and Media Week as a child. It was fascinating, you know, cuz like you'd be reading about products and then, two months later you'd actually see the television spot, you’d feel like you had some, some inside sort of knowledge about what was happening with brand development even at a young age.”
Don’t be afraid to explore different avenues
Dave also highlights the usefulness of having worked in different roles before taking up a marketing role, highlighting how knowledge and experience in other functions can add a lot of value to storytelling.
“Having had a bit of a sales background and a business development background, sort of coming into the Silicon Valley, I felt like that really benefited me, um, a lot. And, and one of the things I tell young marketers today who are just graduating from college, is this; don't be afraid to go into sales, for, for a couple years, you know, experience what the sales people are experiencing. And that will make you a, a far better, especially B2B marketer.”
Don’t go for a one-size-fits-all approach
Some of you may already know this, but what Dave says about distinguishing the marketing needs of a big corporation from a B2B startup is worth reading multiple times.
“B2B marketing is significantly harder than marketing a consumer brand. Those are, you know, sort of two different things, entirely. A lot of what we've seen with some of the really successful big brands in the Silicon Valley and the enterprise software space over the years is [that] they end up using a lot of consumer marketing tactics to put their brands into the marketplace.
And, that's great, when you are, you know, IBM and you have, a hundred million, television budget for a 12 month period, but when you are a startup in the B2B space, how do you really get your brand message out in an effective way? I think, you know, over, over the years, that's something I've gotten, you know, pretty good at, um, trying to figure out.”
Repurposing content is the way forward
As he talks about getting back to doing events, Dave makes a great case for repurposing content as a long-term marketing strategy.
“When we got back to events during the pandemic, we were not just spending money on the event, you know, before the event or during the event, but also actually getting content out of the event that could be repurposed and reused, down the road.”
Want more of these marketing gems? Go watch the webinar on-demand now.
The most successful events set clear goals and build a path in which steps can be taken to achieve them. The key is to have a strong vision and simultaneously make sure that you do right by your audience.
It’s time to plan your next virtual event. But as expectations evolve and technology improves, how can you make sure to drive the success of your event through a holistic strategy, defined goals and most importantly - measure what you’ve achieved?
The reasons for hosting an event go beyond budget and convenience. As the frequency and scalability of virtual events become more prominent, it’s vital that you define both the goals of your event and build a virtual event strategy to reach them. The first step? Start with your why.
You need to be able to articulate why you are holding any particular virtual event, which will help in defining the overall goal of the event for both your company and your attendees. So, what is your why? Most can be categorized in one of the following areas.
From demand for a product or service or more information on a specific topic, drive attendees who are engaged, who may have watched a webinar or read a blog already, and are looking for more information on what is being presented.
From brand awareness to awareness around a specific product or service the aim is to get in front of your target audience. Maybe the event is a product launch. For attendees this is an opportunity to more closely align with your brand or learn specific details and even increase awareness on an offering you have that may fit their needs. Drift built awareness with their target audiences by hosting the Rev Growth Summit virtually, bringing together leaders and executives across sales and marketing, providing keynotes and courses.
From experts sharing their vision on the state of a niche segment, or detailed explanations on a technical topic – educate your industry. The opportunities are endless, but this is an opportunity to educate and elevate key figures in parallel with your brand. G2 hosted REACH 2020 virtually, bringing together thought leaders across sales, marketing, customer success, operations, and product from a variety of companies, including their own to share their strategies, expertise and playbooks.
Education is one of the most valuable opportunities for a brand to connect directly with their most closely aligned audiences – partners, customers and employees. From trainings and educational sessions to retention driven events, continued engagement with these audiences is imperative.
Once you’ve decided on your why, and overall goal, how do you better specify that goal, make it SMART and define KPIs to keep you on track?
First, align these goals with your business goals. Be specific, make sure it’s measurable and achievable along with having a timeframe to accomplish it.
In fine tuning your overall goal you will want to further specify exactly what you are aiming to achieve, and how. This also means better defining the type of event along with your audience so you can more clearly specify your goals and ultimately measure success with KPIs that you set, and finally - build your strategy.
Defining your needs and deciding your goals often means hosting multiple events to achieve different goals or different audiences so you can deliver the highest level of value possible. NASSCOM, the premier trade body for the tech industry, has leveraged this strategy to great effect, having hosted a variety of virtual events over the last year, building on the success of each. Here's Indian Prime Minister Narendra Modi speaking at the most recent conference, the NASSCOM Technology and Leadership Forum.
If you are hosting an event to generate demand around a product, is it for industry contacts, customers or both? Or if you’re looking to increase thought leadership who will your attendees be? Be clear on who your audience is and make sure you understand what the goals of your attendees will be.
For example, when WhiteHat Jr. hosted a Creator Summit for young students from around the world, they wanted to create an exciting and impactful learning experience for them. Because children get more easily distracted, the company needed to design a thrilling virtual venue that was colourful and exciting, which was achieved through their Lobby.
The company also organized interactive virtual sessions between leaders in coding, math, and space, with engagement tools that encourage them to ask questions, share opinions and get involved.
There will always be a multitude of possibilities for your event goal and event format such as increasing thought leadership via an industry panel or partner education via a live learning course – thus in deciding which type, it’s important to prioritize what will help in achieving the clear goal set forth for the event.
Goals are imperative to build your road map and strategy for an event. Without setting goals, it is difficult to define whether the event, means and channels utilized drove beneficial outcomes for your organization. The key is to have a strong vision and simultaneously make sure that you do right by your audience.
In building your event strategy there are multiple components that are vital to executing a successful event and achieving your overall goal. This includes content, promotion, engagement and technology.
Once you specify the efforts you will focus on as the core of your strategy to drive towards your overall goal, it’s important to finalize the KPIs that will help you measure success and understand your progress. The most successful events set clear goals and build a path in which steps can be taken to achieve them.
With this, it’s important to understand event data and utilize it properly. The metrics used can vary widely as different events and audiences will require varying priorities of what is important to measure. Deciding on KPIs in advance of your event will help you in digesting the data, because without clear direction and intent it is difficult to sort through and prioritize the appropriate data. There are typically four key areas to measure.
This includes information on performance of promotions across email, social and websites prior, during and after the event.
This includes how many people registered, sources of registrations, who registered, specific audiences that registered and more.
This includes participation in sessions, polls, networking, chat, questions and more.
This includes information on attendees’ activities within the event, duration of attendance, attendance rate, demographics and more.
At the end of an event, it’s important to holistically evaluate it in its entirety – and reviewing data and comparing against your KPIs will help you to define your level of success in driving toward your overall goal. By taking attendee, engagement and registration data you can build a picture to understand the stage and relationship each person in your audience has with your brand in relation to your overall goal, and even use lead scoring for each.
While virtual events require different strategies and goals than in-person events and other marketing channels – to find success you ultimately will still aim to entertain, engage and educate your audience.
Interested in learning more on setting goals for your next event? Join a demo with our team here.
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