Market Like a Fintech

Hey everyone, I just wanted to share a little update: we’re moving to a new podcast called Fintech Marketing Lab!If you have been listening to the Market Like a Fintech podcast for the past few months, I want to say a huge thank you. I appreciate you for being a regular and being a part of this journey as I interview many fantastic guests in the fintech marketing world.After some discussion with Ani, we have decided to take the podcast under the Mint brand, which means the podcast is still going. We're not ending the podcast, we're still going to have amazing guests covering a wide range of topics. It's just now under a different name. So if you search on Spotify, Apple Podcasts, or wherever you listen to podcasts, search for Fintech Marketing Lab and that's where you'll find it.We're going to be doing one or two episodes a month (and have already published our first one!). I've called it a Lab because it's kind of where I hope to explore, to understand other people's experiments, break down how fintech marketing actually works in practice.And the first episode was pretty cool! I was able to interview the CEO of a payments company and kind of get the other side, the other perspective of what CEOs actually want from their marketing leaders. If you want to continue listening to fintech marketing episodes, please search for Fintech Marketing Lab and you'll find us there. We won't be publishing any more episodes under here, so please subscribe to the new podcast to listen to future episodes. Hope to see you there!Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For more information about the new Fintech Marketing lab podcast head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - https://orama.tv/About Araminta Robertson:Araminta is the Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

In this episode, we explore Yapily's marketing journey, focusing on their data-driven approach and its impact on their strategies. We discuss how they optimize Google ads for success, the importance of maintaining consistency across channels, their future marketing plans, and a lot more.Useful links:Find Edvin Pauza on LinkedIn: https://www.linkedin.com/in/edvinpauza/Find Gregory Aubert on LInkedin: https://www.linkedin.com/in/gregoryaubert/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics include:What data-driven marketing looks like at YapilyHow Yapily makes Google ads work so wellWhy consistency across channels is so importantTimestamps:0:00 Introduction and Welcome02:10 Yapily's Marketing Success 05:45 Insights on Marketing Evolution11:59 Consistency in Multi-Channel Marketing15:33 Paid Ads and Performance Marketing20:56 Common Pitfalls in FinTech Marketing25:04 Impact and ROI of Paid Ads35:48 Future Focus for Yapily39:07 Adapting to AI and Market Changes40:57 Conclusion and Final ThoughtsAbout Araminta Robertson:Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications at Volt.ioAraminta and Charlie Gilbert, Head of Brand and Communications at Volt.io discuss the significance of truthful marketing in the fintech sector. Charlie shares his journey from journalism to fintech marketing and discusses how his background influences his approach to content creation. He emphasizes the importance of honesty in marketing, particularly in B2B contexts, and shares his content strategies for a diverse audience. The conversation covers managing organic growth, the role of PR in lead generation, the impact of AI on content strategies, and a lot more.Useful links:Find Charlie Gilbert on LinkedIn: https://www.linkedin.com/in/charlie-gilbert/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for Fintech Brands: https://orama.tv/Key topics include:Why focus on organic more than paidHow bringing PR in-house can help bring in more leadsWhy brand recall is a primary goal of content strategyAbout Araminta Robertson:Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta Robertson and Alvin Gunputh, Content and Social Media Lead at Thredd, discuss the value of social media for B2B FinTech companies, emphasizing platforms like LinkedIn and TikTok. Alvin shares insights on effective content strategies, engagement benefits, the importance of testing various formats, and the potential of AI and emerging platforms like Reddit.Useful links:Find Alvin Gunputh on LinkedIn: https://www.linkedin.com/in/alvingunputh/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics include:The evolving role of social media in B2B fintech marketingStrategies for effective content creationThe use of advocacy tools and personal branding to amplify company messagingThe importance of data-driven experimentationAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta Robertson and Nicole Heringer, VP of Brand and Communications at Enfuce discuss the human element in complex B2B marketing cycles. Nicole shares insights into Enfuce's strategies for making content engaging, including snackable videos, podcasts, and intimate dinner events. She also talks about Enfuce's unique initiatives for customer and partner engagement. Nicole emphasizes the importance of balancing automation with in-person interactions and provides an overview of their content strategy integration with sales and product teams to ensure alignment and effectiveness.Useful links:Find Nicole Heringer  on LinkedIn: https://www.linkedin.com/in/nicoleheringer/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:How to leverage data analytics to better understand customer behavior and optimize marketing strategies.Why building authentic relationships with your audience leads to higher brand loyalty and long-term success.What role content personalization plays in increasing engagement and conversion rates.How to effectively use social media platforms to amplify your brand message and reach new audiences.Why staying updated with the latest marketing technology trends is crucial for maintaining a competitive edge.About Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta and Nikolay Sabev, FinTech growth strategist and ex-CMO of Paynetics, discuss the importance of in-person events in today’s tech-driven world.. Nikolay shares strategies for selecting the right events, whether large or small, and the value of both brand-building at big conferences and relationship-building at smaller, niche gatherings. Nikolay emphasizes the importance of preparation, understanding the event's audience, and leveraging personal connections. The episode also covers the practicalities of booth presentations, the significance of deploying engaging representatives, the role of personal branding and speaking engagements as part of a comprehensive event marketing strategy. Practical examples and anecdotes from recent events illustrate the balance between creativity and strategic planning necessary for successful event participation.Useful links:Find Nikolay Sabev on LinkedIn: https://www.linkedin.com/in/nikolaysabev/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Strategic Event Selection is CrucialPreparation and Personalization Drive ResultsSatellite and Side Events Offer High ValueCreativity and Personal Branding Make Booths Stand OutBalance Brand Awareness with Sales ObjectivesTimestamps:00:00 Introduction : The Importance of In-Person Events in B2B FinTech01:02 Guest Introduction: Nikolay Sabev01:38 Choosing the Right Events for Your FinTech06:06 The Value of Satellite Events11:48 Personalized Follow-Ups and Networking15:39 Maximizing Event Participation18:12 Collaborating with Influencers for Side Events20:04 Engaging Booth Representatives20:37 Personal Branding and Brand Ambassadors22:06 Creative Booth Ideas24:11 Gimmicky but Effective Marketing Tactics24:38 Challenges in Event Marketing26:58 Speaking Opportunities at Events32:33 Balancing Event Attendance and Budget36:36 Learning from Event Mistakes40:21 Conclusion and Final ThoughtsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

Araminta interviews Scott Henderson, Senior Digital Marketing Manager at Galileo, and Rosa McGoldrick, Head of Public Relations and Marketing Content at Galileo. They discuss the unique challenges of B2B FinTech marketing, emphasising account-based marketing and personalised content strategies. The conversation covers creating high-impact content, tracking its success, and the critical role content plays throughout the lengthy sales cycles in the FinTech industry. They also delve into using AI and LLMs for content localisation, optimising SEO, leveraging proprietary data for reports, and the importance of having human oversight in content generation. Additional points include the significance of collaboration with sales teams, integrating third-party credibility into marketing strategies, and the nuances of marketing in Latin American markets.Useful links:Galileo: https://www.galileo-ft.com/Scott on Linkedin: https://www.linkedin.com/in/scottthenderson/Rosa on Linkedin: https://www.linkedin.com/in/rosa-alfonso-mcgoldrick/Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastJoin the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcast-market-like-fintechThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Content marketing strategies in B2B FinTech,Content in awareness and sales pipeline;Leveraging proprietary data for content topics and improving sales enablement.The tech stack of the modern b2b marketerLocalizing content for different markets About Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.TIMESTAMPS00:00 Introducing: Scott Henderson and Rosa McGoldrick02:02 The Role of Content in B2B FinTech Marketing03:50 Content Strategy and Its Importance06:18 Tracking and Measuring Content Success08:52 Optimizing Content for Sales and SEO14:30 Leveraging AI and LLMs in Content Strategy18:29 Sales Team Integration and Content Utilization24:07 Target Audience and Content Types26:58 Leveraging LLMs for Content Creation28:04 Cost-Effective Survey Strategies38:05 Optimizing Content for SEO41:31 Utilizing AI Tools for Brand Analysis45:14 Proud Content Achievements47:16 Conclusion and Final Thoughts

The episode starts with a discussion on Joana Rocha’s unique experiences living in China and how they shaped her adaptability and perspective in marketing. It transitions into the challenges of marketing attribution and how changing from lead generation to account-based models can create more effective marketing strategies. The conversation delves into the fusion of marketing and sales teams for better alignment and effectiveness, particularly by having BDRs under the marketing umbrella. Joana also shares practical insights on content creation, leveraging various channels, and using specific tools like HockeyStack for tracking marketing efforts. The session concludes with Joana’s initiative, Tech Talk, aimed at helping individuals build fulfilling careers in tech roles.Useful links:Find Joana Rocha on LinkedIn: https://www.linkedin.com/in/joana-rochaa/Runa’s website: https://runa.io/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Cultural adaptationEmpathy in marketingMeasuring results in B2B marketingThe Importance of Personal BrandingThe Hidden job marketTimestamps:00:00 Introduction02:46 Joana's Experience in China04:13 Cultural Adaptation and Marketing Insights05:57 The Role of Empathy in Marketing07:52 Introduction to Attribution Challenges12:07 Account-Based Marketing (ABM) Strategies19:58 Tools and Techniques for Tracking Marketing Impact24:30 The Decline of ROAS Accuracy24:45 The Shift to Multi-Channel Marketing25:34 Challenges in Measuring B2B Marketing Impact27:22 Maximizing Limited Marketing Budgets31:30 The Role of BDRs in Marketing34:27 Creating Effective Marketing Content35:55 Introduction to Tech Talk37:11 Navigating the Tech Job Market38:49 Challenges in Marketing Job Applications41:14 The Importance of Personal Branding42:54 The Hidden Job Market44:11 Conclusion and Upcoming EventsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

In this episode, Araminta interviews Dawn Crew, CMO at Trulioo, about marketing and content creation in the compliance and regulatory sector. They explore Trulioo's content strategy, emphasising the need for specificity and accuracy. Dawn highlights the organisational collaboration required for effective content creation, the recent rebranding of Trulioo, and the role of various channels. The discussion also touches on the usage of AI in content creation and the unique challenges and opportunities in marketing to enterprise clients within FinTech. The episode concludes with insights on Trulioo’s most impactful content pieces, notably their trends report and thought leadership initiatives.Useful links:Find Dawn Crew on LinkedIn: https://www.linkedin.com/in/dawncrew/Trulioo website: https://www.trulioo.com/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Why content is at the core of Trulioo's go to market strategyTrulioo's content strategy to being a trusted expertUsing content to stand out in a saturated marketHow the rebrand helped them understand their brand personaTimestamps:00:00 Intro01:19 Guest Introduction: Dawn Crew02:57 Dawn's Role as CMO 03:56 Importance of Content in Marketing Strategy05:29 Types of Content and Their Impact08:33 Content Strategy and Team Collaboration10:00 Measuring Thought Leadership11:10 Content Distribution Channels13:40 Targeting Enterprise Clients17:22 Creating High-Quality Content21:15 Rebranding and Its Impact28:41 Leveraging AI in Content Creation33:00 Final Thoughts and Wrapping UpAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.

In this episode, Araminta interviews Jeremiah Glodoveza, SVP Head of Marketing at Nium, on enhancing B2B marketing by leveraging techniques from the entertainment industry. They discuss focusing on core pain points and storytelling to engage audiences. Glodoveza shares insights from his experience in both tech and entertainment, including Zelle's true crime podcast on financial fraud. The episode also covers Nium's successful LinkedIn growth, brand differentiation strategies, and how technological advancements shape modern marketing roles.Useful links:Find Jeremiah Glodoveza on LinkedIn: https://www.linkedin.com/in/jglodoveza/Nium’s website: https://www.nium.com/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack Our website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:great B2B marketing doesn't have to be boringfocus on the core pain points to grab attentionthe importance of storytelling in marketingusing emotional connections and narrativesinnovative sponsorship and event strategiesTimestamps:00:00 Guest Introduction: Jeremiah Glodoveza01:13 Jeremiah's Background in Entertainment and Tech02:42 Podcast and Storytelling in FinTech05:46 Real-Life Examples of Effective Storytelling08:35 Creating Emotional Connections in Marketing13:55 Nium's LinkedIn Success Story18:05 Standing Out in the FinTech Industry21:07 Engaging the FinTech Community24:15 The Shift in Marketing Responsibilities29:11 Empathy and Cross-Functional Collaboration31:18 Harnessing Technology for Marketing37:06 The Four P Update: A New Habit40:27 Conclusion and Final ThoughtsAbout Araminta Robertson:Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.About Market Like a Fintech and the Fintech Marketing Hub:Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.