Critical Events Management & B2B marketing lessons: a conversation with David Alexander, of Everbridge

Kevin Lee interviews David Alexander, Chief Marketing Officer at Everbridge, a company whose suite of products empowers enterprises and government organizations to anticipate, mitigate, respond to, and recover stronger from critical events. He’s also an Executive Professor at Texas A&M University, where he brings his extensive marketing experience to bear for the benefit of undergraduate marketing students. Kevin and David discuss Critical Event Management and contemporary marketing issues, including marketing austerity, the need for measuring and optimizing marketing performance, understanding the customer journey, and future-proofing strategies against emerging technologies. Their conversation highlights the importance of data visibility, automation, and customer experience in terms of driving business growth, along with the evolution of marketing's role in the customer journey, particularly in the post-COVID era. Additional topics covered in their talk include: - The definition of “Critical Events,” which may include weather events, political events, and other events challenging the readiness and resilience of corporate entities. - The importance of data visibility, automation, and effective communication for building relationships with CFOs, CROs, and CEOs. - How Using data and AI can be used to make informed marketing decisions. - AI's impact on marketing, including automation, creativity enhancement, and decision-making. - How AI represents an opportunity for students to learn new skills and stay competitive in the job market. - In a marketing context, the importance of the importance of focusing on existing demand and harvesting it before creating new demand. - The importance of a “single source of truth” for KPIs in B2B marketing. - Why marketers need to learn to “speak the language” of other organizational departments in order to have their communications understood. - The importance of identifying and building relationships with key decision-makers in the organization, and how Everbridge uses a multi-threaded approach to reach these individuals. - The key role of thought leadership in building relationships and driving engagement. - How people at different levels of the organization can be used to provide thought leadership, not just the CEO or chief security officer. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Kevin Lee interviews Peter Erickson, founder of Modev (conferences and special events for developers), founder of ExoLeaders.com (for executives), and founder of VOICE & AI -- an organization whose conferences and events bring together developers, buyers, sellers, and manufacturers seeking to gain entry into this fast-moving segment of the AI market. (VOICE & AI’s next event will be on October 28-30, 2024 in Arlington). Voice search is a hot field pegged to constitute a $98 billion sector by 2028. Peter and Kevin cover a lot of ground in their chat; topics include: - The degree to which innovation in LLM-driven Voice Search will progress ahead of text-based search, given there is less risk for its monetization model. - How LLM-powered search engines and voice search applications create a "winner take all" scenario for marketers (and what marketers can do about this). - Why Perplexity is in a good position to innovate in Voice Search, as they have reimagined search and presented it in an organized and addictive way for users. - The degree to which open source and proprietary technologies will coexist in the industry. - The high costs of AI-powered voice search and the degree to which costs may moderate in the near future. (example of a network of gaming computers to perform inference tasks at pennies on the dollar compared to traditional models). - Speculation as to whether Perplexity will be acquired this year (and by whom). - The costs and benefits of AI systems in education, given that they may "dumb down" languages and dialects. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Alexis Zinberg, the Founder of Treow Solution, a New York-based firm that provides strategic marketing consulting services for clients across various verticals, including media, health, retail, and technology. As her LinkedIn profile explains, Alexis has “a deep expertise in designing and executing experiential and educational events, ranging from 10 person salon dinners to 50 person summits to 1500 person theater experiences and Trade Show presence.” Kevin and Alexis discuss event marketing best practices for 2024, with Alexis providing some great insights for event organizers, prospective exhibitors, and event attendees. They cover a lot of topics in our talk, including: - The importance of targeting the right audience at trade shows, rather than just showing up. - The importance of aligning events with business goals for maximum ROI. - Booth activation strategies for trade shows and in-person events. - How marketers can determine the best mix of salespeople and people in other roles to handle meetings and provide information to prospects. - The importance of preparation before attending events, including informing CRM, pre-promoting the show, and setting appointments with VIP-level people. - Why marketers shouldn’t overlook the opportunity to create content at events, including selfie content, testimonials, and on-site podcasts, which can be repurposed for months to come. - How event organizers are stressing “zero waste” and sustainability. - The importance of aligning trade show “swag” with business goals and objectives, and ensuring it has purpose and meaning. - The value of creating exclusive content for attendees at conferences, such as reports or panels to position clients as thought leaders. - The resurgence of QR codes at trade shows, allowing attendees to easily access digital content without needing to use printed collateral. - The role of virtual events in activating and engaging with audiences who cannot attend in person. - How smart marketers are making presentations “snackable” and adaptable for repurposing, with a focus on engaging the audience and creating a connection point. - The challenges of selecting the right person to be on stage at events. - Why trade show exhibitors need to have a laser focus on getting details right so that target audiences aren’t disappointed. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Daniel Meyer, VP & Corporate Controller at Access Intelligence, a Hauppauge, NY-based information and marketing company that provides business intelligence and integrated marketing solutions. Kevin and Daniel discuss how the event industry is evolving in the post-pandemic era and talk about best practices for event planners for 2024 and beyond. Discussed topics include: - How brands are adapting adapted to the "new normal" of events in the post-pandemic era. - The pandemic's impact on event planning, specifically the fact that lead times for commitments have decreased significantly (from 30-45 days to less than a month) - The importance of having backup plans and flexibility in event programming. - Challenges faced by event programmers with respect to selecting venues and accurately forecasting attendee numbers and event requirements. - The importance of event programmers understanding the “fine print” of event cancellation insurance policies. - Why anchors and sponsors are crucial for event success, given that they provide name recognition and help control the narrative. - How the value proposition of events depends on the audience's goals, which may include learning, networking, or transacting business. - The benefit of independent events (vs. events organized by a single vendor), where attendees can see “the whole story” and hold industry leaders accountable. - Why the structure and format of a given event should be tailored to the specific industry and the type of attendee, with a focus on experiential aspects and networking opportunities. - The differences between an exhibit hall with elaborate booths and a more informal exchange area, and the importance of managing traffic and building an agenda that allows attendees to get a variety of information. - The importance of understanding the venue's footprint and how it impacts the event's agenda and sponsor/exhibitor setup. - The challenge of managing the flow of traffic and ensuring that all parts of the event work in concert with one another, while also maximizing the value of attendees' time spent on site. - The challenges of choosing a venue for events, particularly in cities like New York where there are limited options and high demand. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Richard Henne, Co-Founder of Ivory Ella, successful elephant-themed lifestyle apparel brand that’s raised over $2 million for charity. 50 percent of Ivory Ella’s profits are donated to Save The Elephants and other charitable causes. Richard is an accomplished entrepreneur and investor, with a wealth of experience in brand building and marketing. Beyond his involvement with Ivory Ella, Richard serves as Marketing Lead at game developer RoboSquad, whose game, RoboSquad Revolution, is a “hyper-active third-person shooter set in the year 2044” available for download at the RoboSquad website and through the Steam and Epic Games distribution networks. Kevin and Richard talk about what led Richard to launch his brand, how it’s doing now, and what he plans for it next. They also chat about topics related to startups, brand-building, running an authentic non-profit organization, and the dynamics of the computer game industry. They cover many topics in our talk, including: - Ivory Ella’s origin story, including an account of how it arrived at its partnership with Save The Elephants. - The importance of having local “boots on the ground” in causes related to animal protection, understanding the local context, and supporting community-led initiatives to achieve meaningful impact, rather than solely focusing on direct conservation efforts. - How the decision to make funds that were raised unrestricted was helpful in Ivory Ella’s efforts. - The importance of understanding marketing fundamentals. - For startups, the importance of building a strong team and having a good reputation in the industry. - For game developers, the pros and cons of available game distribution platforms. - The various monetization methods available in gaming, including virtual goods, advertising, sponsorships, and subscription models, and how making decisions about choosing which method to use can be weighty for the product team. - The importance of building a game that is enjoyable and rewarding for players, rather than focusing solely on monetization practices. - Why game designers need to balance rewarding participation with incentivizing desired behavior to create a sustainable, enjoyable experience. - The importance of making social impact native to a brand, rather than just attempting to add it on later. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Joe Kowalsky, Show Director at CloserStill Media, a London-based company that produces industry-specific events with a focus on the Business Technologies, Healthcare, Transportation, and Infrastructure sectors. As Joe’s LinkedIn profile explains, he has subject matter expertise in “large-scale event management, sponsorship, sales management, integrated marketing, cold-calling, project management, business development, contract negotiations, and client relationship management (CRM).” Kevin and Joe discuss numerous topics related to events and event planning, including: - The dynamics of event funding, including sponsorship and exhibitor revenue, and the optimal balance between these models versus conference revenue streams. - The importance of knowing the target demographic and creating an event that caters to their needs, rather than just focusing on revenue generation. - The challenges of maintaining strong relationships with content partners, particularly when they lack subject matter experts on their team. - Why it’s important to be a supportive and consultative event producer, checking in with speakers beforehand to offer stage tips and provide a guide. - The shift among event organizers towards making event content available post-event, benefiting both speakers and attendees. - Why event organizers must balance providing intimate, highly-qualified content with large-scale entertainment and networking opportunities to keep attendees engaged and satisfied. - Common event fails, such as poorly designed badges and registration snafus, that can be easily fixed with simple solutions. - The potential of QR codes as a green alternative to printed materials in the events industry. - Why hybrid events, which often promise an equivalent user experience for both in-person and online attendees, have not yet been successfully implemented. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Alex Collmer, Founder and CEO at VidMob, a New York-based company providing end-to-end technology solutions for a brand’s creative needs. In addition to leading VidMob, Alex has a keen interest in charitable activities, and in 2017 formed VidMob Gives. Kevin and Alex discuss what's new on the creative optimization front as well as in the larger digital marketing ecosystem, which is currently going through a transformation due to the emergence of useful AI tools. They cover many topics in their talk; including: - Alex’s recent trip to Rwanda to help build homes for homeless women and support girls' education through the VidMob Gifts Foundation. - How VidMob uses AI to programmatically understand creative decisions and compare them to behavior data, providing insights to marketers on why certain ads work or don't work for specific audiences. - The potential of AI in marketing, especially with respect to its ability to analyze customer data and provide valuable insights for competitive advantage. - The potential benefits of using existing customers as influencers, given their inherent authenticity and existing brand affinity. - The mix of upper and lower funnel KPIs used by VidMob customers. - The potential for AI to improve the creative supply chain by providing valuable insights and eliminating creative waste. - How the platform's scoring system can help identify creative messages that don't work in a particular platform and inform changes in positioning and pricing. - Why audience expectations and preferences play a significant role in determining which types of creative content perform well on different platforms. - The importance of creative agility in marketing, particularly for small and medium-sized businesses (SMBs) and mid-market marketers. - The challenge of balancing creative agility with control and visibility for larger marketers, who may be hesitant to give up control of their brand and learnings from their marketing efforts. - How VidMob is building its own LLM to make insights more accessible and is partnering in the measurement world to provide better visibility into the impact of creative decisioning. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Cristy Garcia, Chief Marketing Officer at Impact.com, a global partnership management platform. She leads and supervises Impact.com’s marketing, events, public relations and communications, demand generation, branding, website, design and social media. Kevin and Cristy discuss issues related to influencer marketing, affiliate marketing, and Impact.com's new influencer campaign management product. Discussed topics include: - Why today’s influencers are working in a way very similar to the way that publishers work, creating content that educates and promotes products, often using affiliate links for monetization. - Why education is often needed to inform brands about the nuances of affiliate marketing and hybrid payment models. - Why brands should trust their influencer partners' instincts on audience and content, balancing brand priorities with creative control. - How influencers are recognizing the need to diversify their platforms to avoid relying on a single channel for growth. - How micro and nano influencers are often seen by consumers as more trustworthy than macro influencers. - How brands – which want authentic ambassadors and influencers that match their brand -- may struggle with compliance issues when giving too much creative latitude to mid-tier and nano influencers. - How technology can help automate messaging and discovery of creators, making it easier for brands to manage their influencer marketing campaigns. - The resurgence of long form video content, with storytelling methodology and VSLs (Video Sales Letters) being the driver. - Why brands must constantly test new channels, given that what works now may not work in the future. - Why B2B marketers should target multiple contacts within an account, rather than just the mythical decision maker, to increase the chances of a sale. - How AI will impact influencer and affiliate marketing and shape its future. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kevin Lee interviews Ron Gutman, CEO at Wurl, a Palo Alto-based company whose data-driven technologies help publishers and streamers maximize revenues, grow CTV viewership, and strengthen brand value. This month, Wurl launched a new product, BrandDiscovery, which it describes as a ”GenAI-powered contextual targeting solution for CTV that helps marketers reap the rewards of finding the right programming for their ads.” Campaigns targeted with BrandDiscovery let advertisers present ads within the programming that contextually aligns with their creatives based on emotions, genres, and brand safety. Kevin and Ron discuss how AI is used in BrandDiscovery, the powerful role that emotion, and emotional context, plays in effective advertising, and about the evolution of CTV, including its potential to function as a fully-addressable medium permitting unparalleled levels of ad targeting. We cover numerous topics along the way, including: - The inefficiency of traditional TV advertising, with attention spans decreasing and ad skipping becoming more common. - How the shift to CTV provides an opportunity for more storytelling-style video ads, as viewers have more time to engage with content. - Why advertisements tailored to a viewer's emotional state show much better results. - How AI can measure emotional dissonance in CTV ads and avoid negative associations for brands. - How creating ad variants for different emotions can unlock unsold inventory and lower CPMs. - The importance of understanding the customer journey and tailoring marketing strategies accordingly. - The value of brand recognition and long-term emotional resonance in building a successful brand. - The evolution of CTV, with a focus on discoverability and educating viewers about the content available to them. - How, in the next 5 years, CTV will complete its transition to a more seamless and personalized viewing experience, with AI playing a key role in content discovery and recommendation. - How AI will produce significant improvements in content production efficiency, making it easier and less expensive to create high-quality content. Learn more about your ad choices. Visit megaphone.fm/adchoices