1161: Content + Data + Live Events = Engagement w/ Alon Waks

WEBVTT 1 00:00:00.120 --> 00:00:04.240 A relationship with the right referral partner could be a game changer for any be 2 00:00:04.440 --> 00:00:08.509 to be company. So what if you could reverse engineer these relationships at a 3 00:00:08.630 --> 00:00:14.230 moment's notice, start a podcast, invite potential referral partners to be guests on 4 00:00:14.310 --> 00:00:19.670 your show and grow your referral network faster than ever? Learn more. At 5 00:00:19.750 --> 00:00:29.940 Sweet Fish Mediacom you're listening to be tob growth, a daily podcast for B 6 00:00:30.059 --> 00:00:34.500 TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck 7 00:00:34.539 --> 00:00:38.530 and Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:39.210 --> 00:00:43.329 That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:43.929 --> 00:00:47.929 Most of our guests are in the trenches leading sales and marketing teams. They're 10 00:00:47.929 --> 00:00:53.600 implementing strategy, they're experimenting with tactics, they're building the fastest growing betb companies 11 00:00:53.600 --> 00:00:56.920 in the world. My name is James Carberry. I'm the founder of sweet 12 00:00:56.920 --> 00:01:00.719 fish media, a podcast agency for BB brands, and I'm also one of 13 00:01:00.759 --> 00:01:03.829 the CO hosts of this show. When we're not interviewing sales and marketing leaders, 14 00:01:04.030 --> 00:01:07.670 you'll hear stories from behind the scenes of our own business, will share 15 00:01:07.709 --> 00:01:11.189 the ups and downs of our journey as we attempt to take over the world. 16 00:01:11.870 --> 00:01:22.859 Just kidding. Well, maybe let's get into the show. Welcome back 17 00:01:22.900 --> 00:01:26.019 to be tob growth. I'm your host for today's episode, Logan Lyles, 18 00:01:26.099 --> 00:01:29.500 with sweetish media. Today I've got with me alone, walks. He's the 19 00:01:29.540 --> 00:01:33.849 VP of marketing over at bisible. Alone. How's it going today? Many, 20 00:01:33.930 --> 00:01:36.730 everything is great, good to be here, awesome. Great to have 21 00:01:36.849 --> 00:01:40.329 you, man. We're going to be talking about some dues and don'ts of 22 00:01:40.609 --> 00:01:45.930 in person events and how to really strategically align your content team and your events 23 00:01:45.969 --> 00:01:49.120 team for better abm across all of this. Before we jump into that, 24 00:01:49.200 --> 00:01:53.719 I would love for you to share a little bit of context for people alone 25 00:01:53.920 --> 00:01:56.719 that don't know. You aren't familiar with bisible. What are you guys up 26 00:01:56.719 --> 00:02:00.400 to these days? Sure elect to do so. busible has been around for 27 00:02:00.439 --> 00:02:05.150 a while. We are the Event Success Platform Company, which pretty much means 28 00:02:05.189 --> 00:02:08.110 that events are not just about managing them. The will just thinks it's about 29 00:02:08.229 --> 00:02:14.189 really showing the business outcome and ensuring that everything that you do, from a 30 00:02:14.349 --> 00:02:16.580 gender registration on site, pre event, post event, is all about the 31 00:02:16.620 --> 00:02:21.939 data and the data, but it's connected to the business outcome. So busible 32 00:02:22.020 --> 00:02:25.060 is really about driving large events, posted events and in Abigut of Technology, 33 00:02:25.180 --> 00:02:29.780 that aligns FR business bolts. I love it alone. We've been thinking more 34 00:02:29.819 --> 00:02:31.729 about our event strategy here at sweet for this sh over the last year, 35 00:02:31.729 --> 00:02:35.530 so I'm excited to dive into this. You know, before we get into 36 00:02:35.770 --> 00:02:40.330 some of the tactics, why you guys see this alignment between your content teams 37 00:02:40.370 --> 00:02:46.240 and your event teams to be more effective, and alignment with sales has to 38 00:02:46.319 --> 00:02:50.400 play into that as well. To write. For sure, for the modern 39 00:02:50.439 --> 00:02:55.080 way to you to drive content and engagement with an audience has led to the 40 00:02:55.199 --> 00:03:01.189 constant kings the events team in the dementing having to work really close together and 41 00:03:01.349 --> 00:03:05.870 being actually part of the same organization. For me, it is me as 42 00:03:05.909 --> 00:03:08.030 the leader that actually runs all these teams. It's funny. We just had 43 00:03:08.069 --> 00:03:13.699 on our podcast the SAP head of events and she talked a lot about how 44 00:03:13.860 --> 00:03:16.580 content and events are becoming one organization, also a massive companies like his AP. 45 00:03:17.379 --> 00:03:22.300 The reason for that is your events, especially if you host a big 46 00:03:22.379 --> 00:03:25.780 events with different audiences, different persona, in able to not just test your 47 00:03:27.060 --> 00:03:31.569 content not just understand what your personas are talking audience cares about, but also 48 00:03:31.610 --> 00:03:37.289 enable you to become a content curation machine. And then these events actually lay 49 00:03:37.409 --> 00:03:40.479 the lead you to be able to do very good and very focused, targeted 50 00:03:40.800 --> 00:03:46.879 digital campaigns that take the learning of the Sauna X at region. Why was 51 00:03:46.000 --> 00:03:51.159 interested in, in highly engaged in an event with content case study or x 52 00:03:51.199 --> 00:03:54.599 y Z. Let's roll it out in a Webinar and a cantaign series and 53 00:03:54.710 --> 00:03:58.550 then you know that you're going to get better traction. So events are not 54 00:03:58.629 --> 00:04:02.349 just the outcome of digital it's actually leads to digital clost together. I love 55 00:04:02.430 --> 00:04:05.310 that. So tell me a little bit more about that and what you guys 56 00:04:05.349 --> 00:04:11.219 have done or what the team a sap shared with you that content curation from 57 00:04:11.300 --> 00:04:14.020 events leading the more digital. Can you give us a few examples there? 58 00:04:14.500 --> 00:04:15.819 Yeah, I'll give you read example. So we just had a we have 59 00:04:15.899 --> 00:04:21.980 a series of events called experience this which focuses on experiences in person and digital. 60 00:04:23.259 --> 00:04:27.209 We partner with on twenty four great brothers of ours that are doing webinars 61 00:04:27.449 --> 00:04:30.050 and we do the in person events. So we talk to the people about 62 00:04:30.290 --> 00:04:33.410 what is the value of life events, the power of life people it. 63 00:04:34.129 --> 00:04:39.720 And when you do that you think about where are Geo classes or locations in 64 00:04:39.759 --> 00:04:45.000 the world with people are more focused on marketing in person events, close to 65 00:04:45.079 --> 00:04:47.160 events, and we saw that in we just didn't want to see attle with 66 00:04:47.199 --> 00:04:49.600 the one in Boston. We're going to do in San Francisco, in New 67 00:04:49.639 --> 00:04:55.990 York. So in the US you're looking for manufacturing services, technology, spy, 68 00:04:56.110 --> 00:05:00.269 serve and similar companies like media which really k about the power of life, 69 00:05:00.750 --> 00:05:04.790 whether it's digital life or in person events. And so the way to 70 00:05:04.870 --> 00:05:09.139 look at it is you understand where are these people located, what kind of 71 00:05:09.259 --> 00:05:14.259 content are the best fit to interact with an engagement and from those learnings, 72 00:05:14.420 --> 00:05:17.259 from intense learnings on digital and in person levings, from your Presi event, 73 00:05:17.660 --> 00:05:20.730 you take all of the together, you define your event strategy and then, 74 00:05:20.769 --> 00:05:25.209 even studiedly, needs two place in front of people that are content and we 75 00:05:25.329 --> 00:05:30.810 saw that a panel works well for director level and below, people of Interaction 76 00:05:30.850 --> 00:05:32.730 about how I've done it and learning some people that have done it. And 77 00:05:32.850 --> 00:05:38.079 we saw that the podcast is actually working watch better for executive for Sauna, 78 00:05:38.360 --> 00:05:41.079 to really give them something to learn about. When we talk to the shit 79 00:05:41.480 --> 00:05:44.680 about why you should do things and that's how we take it on the road. 80 00:05:45.120 --> 00:05:48.519 Yeah, and so did that come from live conversations and pulling that information 81 00:05:48.600 --> 00:05:51.709 from being in front of folks? Did you organize it? In some surveys 82 00:05:51.750 --> 00:05:56.350 you had av attendees. How did you guys go about gathering that? I 83 00:05:56.430 --> 00:06:00.750 mean, I love that you're talking about podcasting being effective for director level and 84 00:06:00.829 --> 00:06:02.430 above, since that's what we do. So that makes me smile, but 85 00:06:02.750 --> 00:06:06.540 just curious about how you guys tactically went about gathering some of that shows. 86 00:06:06.620 --> 00:06:11.740 So, as I mentioned, visible is not just an event management solution we 87 00:06:11.860 --> 00:06:15.459 are but a data lay I think about ABM on top of events. So 88 00:06:15.779 --> 00:06:18.490 we believe in the power of data. Data enables you to make decisions through 89 00:06:18.569 --> 00:06:24.569 insights. So collecting data from our events, collecting data for partners of clients, 90 00:06:24.569 --> 00:06:29.449 for dairy events, enables are to understand what content is best for which 91 00:06:29.569 --> 00:06:33.920 persona or audience and which location and at work format, case study video, 92 00:06:34.120 --> 00:06:39.079 short form, runtable. Taking all of the learning from our event series, 93 00:06:39.480 --> 00:06:45.000 taking more learnings from obviously digital intent, talking to people who reviews, collect 94 00:06:45.040 --> 00:06:48.430 all of it together enable us to be in best position to understand what should 95 00:06:48.430 --> 00:06:54.230 be our content strategy and wait the events fit in into driving that learning. 96 00:06:54.269 --> 00:06:57.430 A thought to the ship in person, to people, which gets the best 97 00:06:57.430 --> 00:07:00.670 results for different levels of audience. I love it. So you guys have 98 00:07:00.790 --> 00:07:02.819 a little bit of a cheat code being able to use your own platform there, 99 00:07:03.420 --> 00:07:08.740 but I think the learning they're that finding some way to gather that data 100 00:07:08.779 --> 00:07:12.779 and look at, you know, the persona types, the seniority level, 101 00:07:12.939 --> 00:07:17.529 the location in the content type is something that folks should be now in theory 102 00:07:17.689 --> 00:07:23.250 and taking that from events where you've got people's attention and taking advantage of that 103 00:07:23.410 --> 00:07:28.329 to gather that data is something that you can do regardless. I love that 104 00:07:28.449 --> 00:07:31.120 alone. Let's circle back to something you mentioned earlier at the top of the 105 00:07:31.240 --> 00:07:35.920 interview, and that's structuring your team, aligning events and contents. What are 106 00:07:36.319 --> 00:07:41.600 some of the the common areas where there's just disconnect maybe with some of the 107 00:07:41.800 --> 00:07:44.629 the teams that you guys have worked with? It started working with you and 108 00:07:44.670 --> 00:07:47.670 you've recognized some of this disconnect and some of the advice that you're giving folks 109 00:07:47.750 --> 00:07:53.750 to better align those two teams show. So one typical thing we see is 110 00:07:54.310 --> 00:07:58.660 the events team is siloed from the content team, which means they come in 111 00:07:58.779 --> 00:08:01.620 and stay. Okay, where should we go do events? Okay, we'll 112 00:08:01.660 --> 00:08:03.339 know where a lot of our clients are. Now here they are. Let's 113 00:08:03.379 --> 00:08:09.339 go do events over day and then content comfort in the gats by XYZ of 114 00:08:09.459 --> 00:08:11.970 these three sessions. And of course we need to do a keynote. WHO 115 00:08:13.250 --> 00:08:16.329 DOESN'T NEED TO DO KENO? And then let's bring in a keynote. Let's 116 00:08:16.329 --> 00:08:20.689 play Fiftyzero for speaking, that is the reverse engineering. What should happen? 117 00:08:20.810 --> 00:08:24.370 Like every verse, like an Inbund Funnel. Thank I'll buy. What do 118 00:08:24.490 --> 00:08:28.120 the people in this region care about? Look at them, acdotal data from 119 00:08:28.439 --> 00:08:33.120 your systems, your crm, your one, your lost deals, the personas 120 00:08:33.159 --> 00:08:37.080 of what, what kind of content to be stove to them all have you 121 00:08:37.159 --> 00:08:41.909 seen not fit them? Build that hierarchy and then, with your content team, 122 00:08:41.990 --> 00:08:45.789 say should we even do an evening? Maybe we shouldn't do it even 123 00:08:45.870 --> 00:08:48.470 maybe we should part them with somebody that has an engaged audience. They ie 124 00:08:50.029 --> 00:08:52.549 are like. We've partner with different people in different regis because they they have 125 00:08:52.629 --> 00:08:58.259 an audience. Be Its complimentary to the topic of interest, and then put 126 00:08:58.340 --> 00:09:03.779 together the event after you think about the content so an example we're doing under 127 00:09:03.019 --> 00:09:05.779 our brand called in person, which is what we believe in, the power 128 00:09:05.860 --> 00:09:11.330 in person, and our event series is around the podcast and the podcast in 129 00:09:11.850 --> 00:09:16.529 is on stage and then we have a panels and experiential stuff off to us. 130 00:09:16.049 --> 00:09:18.769 We start with what is the audience in New York City, which is 131 00:09:18.850 --> 00:09:22.009 the next what we're doing, care about? Well, they care about people 132 00:09:22.090 --> 00:09:26.240 in media. They care at big events, the marathon or the maze's parade 133 00:09:26.279 --> 00:09:28.720 and all of those things that people who have said, wow, we're were 134 00:09:28.799 --> 00:09:31.960 spied with them. It's going to be a bit different if we do want 135 00:09:33.000 --> 00:09:37.279 to serve Francisco and it's a tech audience of midmarket enterprise companies. Should I 136 00:09:37.399 --> 00:09:41.429 bring for that somebody who's a marathon that surfaces? God has one, but 137 00:09:41.429 --> 00:09:45.509 it's not the same, or should I bring the person who arount oracle world, 138 00:09:46.230 --> 00:09:48.590 who do the WHO in spies them? Understanding the persona is more than 139 00:09:48.629 --> 00:09:52.419 understanding. What content did they consume from you? But which company is do 140 00:09:52.500 --> 00:09:58.460 they respected? Who Do they want to be like when they go out today's 141 00:09:58.500 --> 00:10:01.340 world story is about a brand we all know well, are BND. When 142 00:10:01.379 --> 00:10:05.500 they were trying to maximize growth among work travelers. Are B ANDB new they 143 00:10:05.580 --> 00:10:11.889 needed to develop and execute a content strategy to reach multiple personas at different stages 144 00:10:11.929 --> 00:10:16.330 of the customer journey. Enter hub and spoke marketing. Hub and spoke managed 145 00:10:16.570 --> 00:10:22.320 creative content development and craft did a custom publishing process that allowed airbnb to develop 146 00:10:22.519 --> 00:10:26.519 more content in less time. The end result a lot of content across multiple 147 00:10:26.559 --> 00:10:33.279 channels, all strategically nurturing leads through to conversion. Within the first six months, 148 00:10:33.440 --> 00:10:37.909 are BNB nearly tripled the number of companies enrolled in their AIRBNB for work 149 00:10:37.990 --> 00:10:43.190 program they also saw huge increases in user adoption, with work travelers booking longer 150 00:10:43.230 --> 00:10:48.230 stays and more guests per booking. If you're looking for strategic content at scale, 151 00:10:48.269 --> 00:10:50.860 I've got a hunch hub and spoke can help. Head over to hub 152 00:10:50.940 --> 00:10:58.700 spoke dot marketing growth to schedule your consultation with a content specialist today. That's 153 00:10:58.700 --> 00:11:03.500 hub spoke dot marketing growth. All right, let's get back to the show. 154 00:11:05.690 --> 00:11:07.450 I love that. I mean it. It's just good marketing right, 155 00:11:07.529 --> 00:11:11.529 knowing your customer before you plan to do something that to try and reach them, 156 00:11:11.690 --> 00:11:16.370 and this kind of twist on it in thinking about the geographic nuances which 157 00:11:16.610 --> 00:11:20.200 makes sense if you're doing in person events. What is the variable? It's 158 00:11:20.480 --> 00:11:24.679 it's being in person and you've got folks in a specific regions. I think 159 00:11:24.679 --> 00:11:28.679 that's great advice as well alone. Let's talk a little bit about you know, 160 00:11:28.759 --> 00:11:33.149 we talked about content working with the events teams and two areas that they 161 00:11:33.149 --> 00:11:39.309 are typically working on is what content are we putting in front of folks leading 162 00:11:39.350 --> 00:11:43.429 up to the event, and then how are we following up with different things 163 00:11:43.470 --> 00:11:46.779 after the event, whether that's email campaigns or retargeted as? It's those sorts 164 00:11:46.820 --> 00:11:50.419 of things. So let's touch on both of those and maybe some dos and 165 00:11:50.500 --> 00:11:54.820 doubts that you see in each of those areas. Let's talk about leading up 166 00:11:54.820 --> 00:11:58.539 to events with content first. Yeah, the whole topic of pre and post 167 00:11:58.620 --> 00:12:03.929 communication is extremely interesting. That it's you have to the foot differential between your 168 00:12:03.009 --> 00:12:07.929 event. Are you hosted event, field event and a traiture but you're sponsoring 169 00:12:07.970 --> 00:12:13.570 or participlien starting with hosted events, this is much more about content, learning 170 00:12:13.929 --> 00:12:16.799 and meeting people and you have much for control. You should never tell them, 171 00:12:18.279 --> 00:12:20.519 oh, we have another happy hour, another this you might be bringing 172 00:12:20.559 --> 00:12:24.679 in the wrong people. Focus on what is going to be in the event 173 00:12:24.759 --> 00:12:28.039 for them. People take time away, it's expensive, even if they don't 174 00:12:28.039 --> 00:12:31.070 travel to go to an event. It's alternative cost. They need to come 175 00:12:31.110 --> 00:12:35.990 out of it with something that's tangible and remember and something that's memorable and experience. 176 00:12:37.509 --> 00:12:39.669 So you can other focus on that angle or the anchor. The anker 177 00:12:39.830 --> 00:12:46.179 is we added another speaker or we added another round table. I'm inviting you 178 00:12:46.299 --> 00:12:50.179 to people like yourself. This goes back to the matchmaking of trying to be 179 00:12:50.299 --> 00:12:54.539 one to one. remarketing is move on to fume. Who is going to 180 00:12:54.580 --> 00:12:56.980 be the event? What do these people do? What is this school from 181 00:12:56.980 --> 00:13:00.929 the lost things they've done with you and digital and then try to give them 182 00:13:01.009 --> 00:13:05.490 different journeys. We call this personalization. We have ability to do it and 183 00:13:05.570 --> 00:13:09.250 we do it also their marketing. You give them different journeys, IE, 184 00:13:09.409 --> 00:13:13.200 somebody who's a directory shown intent for ABM tools. Give them that journey. 185 00:13:13.559 --> 00:13:18.480 Somebody who is a executive, give them invitation to the executive CMO dinner and 186 00:13:18.720 --> 00:13:20.799 not to five breakfast because of my ms of who you know they're going to 187 00:13:20.799 --> 00:13:24.039 go back to the office of Bait too. It is a Oneto one journey, 188 00:13:24.080 --> 00:13:28.070 dynamic journey capability and you need to match. Make it so that if 189 00:13:28.110 --> 00:13:31.309 you have a thousand people come to the event, they can get similar to 190 00:13:31.389 --> 00:13:35.750 a thousand to the experiences. Now let me talk a second about traders. 191 00:13:35.149 --> 00:13:39.190 That's very different. You get a list of five thousand people that are probably 192 00:13:39.230 --> 00:13:41.220 going to be at the show. Give it to your video or team to 193 00:13:41.259 --> 00:13:45.100 start breaking the phone writing emails. She as coming. I mean as a 194 00:13:45.379 --> 00:13:50.539 Juni forces around the corner and the amount of emails from getting is ridiculous. 195 00:13:50.659 --> 00:13:54.820 For everything else, show me value at a trade show. I'm busy. 196 00:13:54.860 --> 00:13:56.970 Everybody wants to meet me the and I want to match make the things I 197 00:13:58.049 --> 00:14:01.049 care about. You have to look at what people like me care about. 198 00:14:01.330 --> 00:14:05.610 It's usually meeting other people like me who could advocate. And then be very 199 00:14:05.769 --> 00:14:09.450 careful about overswemming people, because the last thing you, Wepe of marketing, 200 00:14:09.529 --> 00:14:11.840 wants to get is twenty emails from the same video or saying why should, 201 00:14:13.120 --> 00:14:16.559 why they should meet to me. So very much curated content and that's very 202 00:14:16.559 --> 00:14:20.519 important in the pre event. Yeah, how many of those emails are you 203 00:14:20.639 --> 00:14:22.360 getting alone that are just like hey, if you stop by, we got 204 00:14:22.440 --> 00:14:28.029 some great swag for you. Yeah, so it's quite a lot. And 205 00:14:28.230 --> 00:14:33.190 and the funny thing about it is I can afford my own you know, 206 00:14:33.389 --> 00:14:37.830 are pods. I really can buy my own coffee and I'm actually a being 207 00:14:37.870 --> 00:14:39.340 known to buy my own beer as well if I want to go every beers 208 00:14:39.379 --> 00:14:43.620 with friends. So I love the invitation. But if every event, my 209 00:14:43.899 --> 00:14:48.100 line of focusing of dozens for many years is what's the angle? What's the 210 00:14:48.179 --> 00:14:54.210 anchor? Is the anchor is somebody interesting or meat? That's cool. If 211 00:14:54.289 --> 00:14:58.289 the angle is it's a cool new restaurant or great experience of food or experience 212 00:14:58.370 --> 00:15:03.090 of a show, experience of different you will draw a higher level audience. 213 00:15:03.690 --> 00:15:07.840 If the end goal is common heavy beer with a video wants to sell something 214 00:15:07.480 --> 00:15:11.600 respectfully, that's going to be a little bit changing. I got that great 215 00:15:11.600 --> 00:15:16.919 advice again. It's about thinking about what your buyers are going into the event 216 00:15:18.159 --> 00:15:22.389 thinking about and then reverse engineering from there. HOW ABOUT POST EVENT FOLLOW UP? 217 00:15:22.830 --> 00:15:26.549 You did a great job breaking down free events and dousing downs there. 218 00:15:26.830 --> 00:15:31.070 Post event can be just as crucial, if not more so. So what 219 00:15:31.149 --> 00:15:33.750 are some of the things that you recommend the folks there? Sometimes post even 220 00:15:33.789 --> 00:15:37.100 to be tricky, and this is part of the pitticuls that, even we 221 00:15:37.220 --> 00:15:41.259 are tough times of Towers is assigning the people to the right people to flop 222 00:15:41.340 --> 00:15:45.700 with. WHO's woman a WHO do you meet that really expressed interest in what 223 00:15:45.740 --> 00:15:48.460 I called a hot lead? That should be immediately sells ready, give it 224 00:15:48.500 --> 00:15:52.450 to the person, jump on it, off for the meeting. Is that 225 00:15:52.570 --> 00:15:58.090 too much? Is it like a demo or not? So it's always the 226 00:15:58.210 --> 00:16:02.690 more notes and kepturing of information you can add for all the people that interacted 227 00:16:02.730 --> 00:16:06.799 with somebody, the better. That's one. The second is use the data. 228 00:16:06.919 --> 00:16:10.080 You have to use the data, and the data means what did they 229 00:16:10.120 --> 00:16:11.360 engage with, whether they do in the air, who did they up to 230 00:16:11.440 --> 00:16:15.840 the community? How did the right session? which susially did they go to 231 00:16:15.919 --> 00:16:18.389 or not? which session to decide to go into not? If you have 232 00:16:18.549 --> 00:16:22.309 a proper event technology and look at the event seriously, all of this data's 233 00:16:22.309 --> 00:16:26.669 in front of you and you can abm accounts from the event without even talking 234 00:16:26.669 --> 00:16:30.789 to them, just what they did by looking at engagement. So that means 235 00:16:30.830 --> 00:16:33.340 you have all thesified me. Then you need to create to them. The 236 00:16:33.379 --> 00:16:37.419 next step. You should know that you're buy a journey of people who are 237 00:16:37.460 --> 00:16:44.419 interested in three sessions revolving around this technology or the solution or this level already 238 00:16:44.500 --> 00:16:48.929 for a discovery day. Offer that to them. If not, give them 239 00:16:48.009 --> 00:16:51.529 one more piece of Nure, a bad into the web enough to learn of 240 00:16:51.570 --> 00:16:55.129 somebody who's done and discovery the really. So it's again it's about a buy, 241 00:16:55.169 --> 00:16:57.169 a journey, and I think you're rocket science and inventors. I just 242 00:16:57.330 --> 00:17:02.720 look at the data very carefully and try to put them into buckets of continuous 243 00:17:03.399 --> 00:17:07.279 the main challenge I see a lot of times, because events is all, 244 00:17:07.359 --> 00:17:11.240 especially trade shows or hosted events, of many people, you get bombardied by 245 00:17:11.279 --> 00:17:15.319 people asking you to meet to them afterwards. But I a I have and 246 00:17:15.400 --> 00:17:19.029 raised my hand high enough be it's like maybe you should give me value and 247 00:17:19.029 --> 00:17:21.910 sort of saying hey, I want to pass you to em sell. That 248 00:17:22.029 --> 00:17:25.549 kind of out a solution. You've got a mirror what I did at the 249 00:17:25.589 --> 00:17:29.630 event. What it's called mirroring intent. Very important to do. Yeah, 250 00:17:29.829 --> 00:17:33.859 yeah, again at this common theme that you're advocating for alone is is, 251 00:17:34.019 --> 00:17:37.819 again I said it before, just good marketing. Start with where your customers 252 00:17:37.859 --> 00:17:41.140 at, who they are, what they care about. But be specific, 253 00:17:41.220 --> 00:17:45.450 since you have this data about you know which, which sessions did they register 254 00:17:45.609 --> 00:17:48.529 for? Which one's did they actually go to? which ones did they rate? 255 00:17:48.609 --> 00:17:52.970 Well, you can use a lot of that to inform your approach. 256 00:17:52.049 --> 00:17:56.130 It's going to look different for folks for, as you said, different types 257 00:17:56.170 --> 00:17:59.279 of events, your own events, trade shows, but the way that you're 258 00:17:59.279 --> 00:18:03.160 advocating for starting with where is the buyer and who is the buyer, and 259 00:18:03.240 --> 00:18:07.880 then approach it as much in a segment and personalized fashion as you can, 260 00:18:07.000 --> 00:18:11.279 you're going to set yourself up for success. I love all of that alone, 261 00:18:11.440 --> 00:18:17.349 whether it's related to marketing or professional development or personal development. As we 262 00:18:17.430 --> 00:18:19.549 wrap things up, I like to ask a lot of our guests about a 263 00:18:19.670 --> 00:18:26.029 learning resource that they've been recommending to other colleagues, friends folks like that. 264 00:18:26.150 --> 00:18:30.140 Could be a book or a podcast or anything in between. Would love for 265 00:18:30.180 --> 00:18:33.059 you to share something else with listeners. If if I could pick your brain 266 00:18:33.180 --> 00:18:37.339 for one more thing today. Of course, I actually have two. One 267 00:18:37.380 --> 00:18:41.180 of them is the in person podcast, which is wood. I can spend 268 00:18:41.259 --> 00:18:44.890 that ray listen to the people who do the biggest, best and most amazing 269 00:18:44.930 --> 00:18:48.009 events, from beach to see, to be to be and how they go 270 00:18:48.170 --> 00:18:52.569 through personal position or a challenge of having thousands of people the event and do 271 00:18:52.650 --> 00:18:56.160 it an amazing one to want experience in person. Podcastcom I'm a big believer 272 00:18:56.240 --> 00:19:00.359 and I've learned a lot. And the second, and that's for people, 273 00:19:00.359 --> 00:19:02.839 I guess, it be and IDM. It's just going forms of though, 274 00:19:02.880 --> 00:19:06.200 Jones at all. That being impressive. And the second one is called the 275 00:19:06.279 --> 00:19:11.029 ABM leadership allizes, Babm Alay. This is a coolsocium alliance, all the 276 00:19:11.069 --> 00:19:15.150 load of companies that debl and a BM but put together, forking to ship 277 00:19:15.269 --> 00:19:18.190 and events around. What is a BM? How do you unbound and one 278 00:19:18.190 --> 00:19:22.029 of the best busses around. It are challenge all of us to learn. 279 00:19:22.069 --> 00:19:25.220 The more I learned every day for people in before. Yeah, absolutely, 280 00:19:25.299 --> 00:19:29.420 it's a great group. I've talked to several other members of that group and 281 00:19:29.819 --> 00:19:33.660 really doing a lot to try and push the category of ABM forward to this 282 00:19:33.180 --> 00:19:38.690 next level and help folks do it in a better way, which hopefully folks 283 00:19:38.730 --> 00:19:42.970 have taken some good stuff from this interview today along those lines, and I 284 00:19:44.650 --> 00:19:48.170 certainly have. So I appreciate it. Alone listeners are probably going to want 285 00:19:48.170 --> 00:19:51.210 to stay connected with you guys, maybe learn a little bit more about what 286 00:19:51.450 --> 00:19:53.359 Bisibou does. After listening to this, what's the best way for them to 287 00:19:53.440 --> 00:19:59.519 reach out or stay connected? Man Base about Ofcom in person and anything about 288 00:19:59.519 --> 00:20:02.119 the leaving the POB events. You can find us anytime you google, but 289 00:20:02.400 --> 00:20:03.759 I love it alone. Thank you so much for coming on the show man. 290 00:20:03.880 --> 00:20:10.470 This was fantastic. All the best things so much. We totally get 291 00:20:10.509 --> 00:20:14.309 it. We publish a ton of content on this podcast and it can be 292 00:20:14.430 --> 00:20:18.430 a lot to keep up with. That's why we've started the BOB growth big 293 00:20:18.549 --> 00:20:22.059 three, a no fluff email that boils down our three biggest takeaways from an 294 00:20:22.140 --> 00:20:27.900 entire week of episodes. Sign up today at sweet fish, Mediacom big three. 295 00:20:29.259 --> 00:20:32.700 That sweet fish Mediacom Big Three