Name: The Event Experience Equation: Small Tweaks That Drive BIG Pipeline Impact
Uploaded: 2026-01-22T19:16:09.202Z
Duration: 54 min 32 s
Description: The Event Experience Equation: Small Tweaks That Drive BIG Pipeline Impact

Transcript for "The Event Experience Equation: Small Tweaks That Drive BIG Pipeline Impact": Hi, everyone. Welcome to our first insider of 2026. I think we're not quite through then in the month, so happy New Year, and thank you for gen joint spending your lovely Thursday with the Goldcast team as well as the Martech team. Shout out to our sponsors, our paid promo partner on this webinar, Martech. We appreciate you guys and have appreciated you promoting this event to your network. If you were hoping to join the event experience equation, small tweaks that drive big pipeline impact, you're in the right place. My name is Cindy Dubon. I am the director of growth marketing here at Goldcast, which if you happen to have seen last month is now part of cVent. And so along with me on this webinar is Tori Whalen. Tori, I'm gonna pass it over to you for a couple seconds to do a brief intro before we get into Helsky. Yeah. Yeah. I'm just I'm on the growth marketing team with Cindy here, and I'm super excited to be here today and dive in. I see Denmark joining. Hey, Regan. Robin. Regan's also, fun fact, in my back back room, green room, so you'll hear me saying Regan a lot. To keep her help her help me during this. Rob Robin's from Alabama, and then I myself am from California. Tori, you're where are you today? Albuquerque, New Mexico. Alright. We have so much to cover, so I'm just gonna go ahead and run through our housekeeping real fast. Alright. So let me jump to the next slide. In true usual Goldcast fashion, we have three giveaways. We're giving away three Anchor web cameras. So if you are interested in winning, please qualify by doing one of the following things. Joining this webinar, congrats everyone who's on here live. You've already qualified. Nextly, engage in the chat, submit q and a, and answer the polls. Fun fact, you do all of them. It does increase your chances of winning, so please be sure to let us know where you're from at the minimum and then submit q and a. If you wanna submit your questions anonymously, I believe we have that function to do that. Yes. Click hide name at the bottom of it, you can submit your question anonymously. We also have three fun polls during our webinar. Look out for those. It's real fun just to use that information sometimes to learn what other marketers are struggling with or learning with the space, but would love to see your responses. And if you don't wanna participate in the poll, please feel free to reply in the chat. Today's webinar, we are going to be breaking down the formula. So talking through how virtual events plus video plus very intentional follow-up equals a repeatable demand gen motion. We're actually gonna talk about how we do it here at Goldcast, how to unlock stronger engagement and drive meaningful buy buying signals through your virtual events, as well as practical ways to benchmark your current webinars against a proven playbook. And fun fact, it's our proven playbook. I think if you've been along the insider journey, you know we run this every month, sometimes multiple in a month as part of a series. We've seen a lot of success with this, and happy to kinda pull back the curtain and share what we can. And please, like, drop in any questions at any time. We're I'd I'd love to take them as we go along, so don't feel like you have to wait till the end, although we will be taking questions at the end. And then I think while we're waiting for questions, we'll also talk through some of the features that Tori and I both can't live without. I actually have a funny story about one of the features and getting roasted live by the audience for not using it. So with that, let's talk about why events win. So virtual events are one of the fastest ways we create video as well as pipeline. I think here at Goldcast, everyone strongly believes and advocates for video because video is quickly the best way to build mind share. We know all the social apps are optimizing for video. And webinars slash virtual events are one of the easiest ways for you to kind of kill multiple birds with one stone. And so it helps to create video, and then depending on the process you have, it can help you create a pipeline as well. So just just a checklist here. We always make sure that our events are designed to create reusable video. We curate engagement. We'll we'll walk through what that means, and then we will also talk through how our events directly connect to pipeline. Tori, how am doing? Perfect. Awesome. Alright. I just wanna make sure I'm not skipping out an opportunity to let you jump in here. Let's let's before we kinda get in through the playbooks, I'm gonna have Tori run through the stats because you were a key piece in some of this, and just talk through from a broad level, you know, where all of these playbooks and tips are coming from. Yeah. So just to ground us before we get started here and go any deeper, Goldcast Events ran over a 100 events last year, and we generated over 19,000,000 in pipeline from those events. And here are some of the types of events we ran. So hybrid event, series, digital events. We also had some fun test events that we ran, like Marketers Got Talent. And just I'm starting off with those points just to say that we created this playbook that we're about to run through out of necessity for ourselves. And it's clearly been tested at scale. So let's dive in and get started with the cornerstone elements of a repeatable event motion. So if at any point in your webinar program you can't answer the question what's coming next, the motion is likely to fall apart. So I just we don't want that to happen, so let's run through this checklist. So starting out with experience is intentionally designed. As a marketer, as we're all marketers on this call, our time and attention is sacred, and we're pulled in a million different directions. So we just wanna make sure that the experience that we're creating it's very important, the experience that we're creating. And we're going to actually talk through this more in the next slide. So I'm going to move on to engagement is planned in advance. We're going to talk a lot about engagement throughout this webinar, but how I think about it is kind of that engagement needs to make sure that there's a lot of value for our audience and value for us as our team. So let's, for example, if I'm running a poll, I might be asking kind of what kind of tech are you using to edit your videos. And that might be interesting to everyone on this call because we're marketers and we're nosy, and we wanna know each other's tech stack. But, also, it's obviously valuable to us so that I can pass that information over to our go to market team so that our sales team can use that in personalized follow ups as well as in their sales conversations. Cindy, do you wanna jump in on the rest. of these? For sure. I just also wanna add, like, I think the the idea for engagement is like I mean, we're obviously in a unique world where we market to marketers. We, in some ways, are marketing to ourselves. And so it's like, what things would people naturally. be curious about? Understanding your buyer is very critical here. Right? And, like, there's definitely a fine balance between trying to drive engagement for the purpose of, like, lead follow-up or have it helping your go to market team, you know, do outreach after. But there you wanna make sure that, like, it's not too much of that, and it's actually more beneficial for everyone else on the on the, event to, see those type of questions. So, just closing out this list here, video is captured and reused. So every event, we have a workflow where we're taking, you know, the recording that is automatically turned into an on demand page. Right? But then we also are going through using Content Labs, slicing and dicing the video, either to use on social or nurture campaigns or for our sales team to use in their follow-up. But all that to say, like, we're definitely operating under the model of, like, one plus one equals way more than two. And a lot of that is because there is a workflow in place to do that. And so just to reiterate here, like, what happens next is really what's important here because everyone's clear on what they expect, both on the receiving end and what you're sending. And then follow-up is personalized. So there are some baked in things. Like, after this event, you're gonna automatically get a link to this. You're gonna get a link to recording. And if you weren't already aware, yes, we are recording this. You will get the link to this recording through this. And it's the same link you used to register, but that's automatic. Right? For for the folks that we are trying to continue to nurture and build that relationship with, and maybe they register for the event and they weren't able to make it, we will use, like, snippets from our event. We'll use the key highlights from it just to facilitate, you know, learning for them and to continue educating them or, as we like to say, building mind share amongst our our audiences. And then lastly, I think everyone on this call is here because we're all trying to connect the dots. If you're not able to contribute to the business bottom line, talking about pipeline to revenue, it it is eventually going to be a problem for your program. And so we'll like, again, I mentioned, we'll share more on how we think through that here. Let's let's I believe are we launching our next poll, Tori? Yes. Alright. Let's launch our first poll. What is the biggest challenge with your current webinar setup? I believe the poll is open. If you wanna navigate to the poll tab and vote. Should we share this polling in real time? Yeah. Reagan, if you wouldn't mind. Awesome. So looks like our webinars field transactional or low engagement is one option. It's hard to repurpose videos in the video content. Post event follow-up is manual and slow, or sales doesn't get useful signals from events. Stitching tools, together tools is another option. And lastly, we don't have a webinar platform we love. So for those of you who don't have a webinar platform that you love, I wanna talk to you. Send me a DM. Send me a note. Let's chat. But it looks like the leading response here is webinars feel transactional, and there's low engagement. What's yeah. And then following that is post event follow-up is manual and slow. I'm curious in the chat. Webinars, field transactional, low engagement. If anyone wants to share a little bit more about, like, in ideal world, what they'd like to see, I'd love to know kind of the challenges you're facing. Melissa. Bless you, Melissa. Well, Megan, for pinning that if that was you. Thank you. Yeah. I mean, it's it's been a long time since I felt like webinars are transactional. It's so key to us here at Goldcast. I mean, for obvious reasons, our platform is truly, in my opinion, the best at doing it. I I would love to also chat and share more resources with anyone who's looking for more ideas in terms of how to drive more engagement. Thought leadership and promoting your company product. Yeah. Yeah. That's a really interesting point, David. I think for me, getting buy in for thought leadership is something that's continuing to be challenging. But the reality is it's like if you've been in demand gen for the last five years, you will off you'll know that you need a balance of both. Often, 95 percent of the market just isn't in market, and so you do have to continue to show up for, those 95%, and that isn't a demo promoting your product. Tori, anything to add before we keep us moving? No. That's interesting. I'm liking seeing what's in the chat here too, so thanks for adding that. Awesome. Alright. So let's talk about can I advance my next slide? Oh, I'm of hesitating. So experience design. When you think about the best in person events you've attended. Right? And, like, let me just step take a step back. I think how we landed on this topic, this event, is I often get asked from our customers actually, like, how does Goldcast make their events so successful? How do you approach it? We've a number of events that briefly covered between summer camp and mark AI marketing school. And, like, how do we get to that point? And, really, we're approaching it from an experience design. And what we say often here is, like, if this isn't an event, whether it's in person or virtual, that I personally wanna attend, because keep in mind, we market to marketers, it's not something we wanna spend our time and resources doing. And so we definitely orient around the fact that, like, one, as a human in this space, would I wanna do this? And then two, when you think about it, you know, comparing an in person to virtual, is are there things you can do to kind of emulate the same experience? I think I had a webinar at some point last year where one of my speakers said, I think webinars are really great because it gives people the opportunity to connect with other folks, especially if you don't have the opportunity to go to, like, these conferences. Budgets are tight. Money in general is a challenge these days. And so I totally understand that folks don't have the time or the resource to, like, fly to a conference and network and meet people. And so I think virtual events and webinars are giving people the opportunity to connect that way. And I think approaching, you know, an experience versus just a webinar or an event is how we do that step one. Tori, let's let's just pause from the slide. What is a memorable event that you can you share a memorable memorable event, and, like, what about it was memorable? Yeah. Definitely. I think the one that's coming to mind for me would be Exit five's event, Drive, last year. I just I like that they kind of looked at us as holistic humans and and marketers, and it kind of it covered a lot of of things there. And so, like, the speaking topics were really interesting, and they went across marketing, but also, like, some self help stuff, which was really cool. The breakout sessions were very intentional with how they kind of curated the groups of people and the topics. And, I mean, the the views were awesome. It was in Vermont, so that was fun. So it was just a lot of, like, time to just, you know, talk to your peers. And some really cool experiences too. Like, Ben and Jerry's is from Vermont, so they had, like, a Ben and Jerry's thing. Just yeah. It was a really fun event. I definitely recommend. Do you remember the about you, what? would you say was the theme of that event? Oh, I wish I remembered. I like, I think it was it was just Different. I think I mean, it covered, like, so many things. It was, a. lot. So what I recall, there was AI event. was it's, like, unlike any other conference, and I realize everyone says that. But I I would say the drive conference is one where it's not your usual. And it's funny because it's in the middle of busy conference season, like inbound content marketing world Dreamforce. And the fact that. it's in the corner of the country in Vermont, right, is, like, already one. easy with you. Like, Yeah. I remember I was like, man, it's gonna be a whole day for me to get there, but everyone who was making the time to get there, you knew, was, like, dedicated, you know, to to that theme and that mission. And I think the fact that there's self help stuff in there is also very different. For me, it's our nail salon event that we do. That was a first. So if anyone in the audience has had a chance to attend one of those, let us know. I know it's one of the most well loved events that Goldcast does. It is a nail salon that we host adjacent to a big conference like Inbound or Dreamforce, and we we really have it, to host the event marketers that are rallying to get their booths and their teams ready to go for that big week of conference. And it's I I personally worked at event last year for inbound. I remember people saying, like, thank you so much for having this event, like, for me, for us. So often, it's an event that's, like, a dinner and this and that. And, like, for them to be able to take thirty minutes to an hour off the floor to come over and get their nails done or get a foot massage was something that was really, really well appreciated. And so and, like, going back to I would wanna do that. I would take time off the floor to go and get my nails done. Right? Certainly, like, on not my own dime. Yeah. And so I think when you think about the themes and how it makes people feel, that's where we're starting from. And then we move that into, like, how do you create that from an experience standpoint? So let's just rattle through this checklist. Tori, I'm gonna let you kick us off. Yeah. And I just thought it'd be kind of fun to run like not just run through this checklist, but run through it kind of through the view of summer camp, which was one of our most successful events last year. So I'm just gonna kind of this slide is really fun that we put together. So the summer camp theme was relatable. It was fun, and it was carried out through the promotion, through the live event. We had gifting elements. We had follow-up elements. Our design team did such a good job. And I think that that really created this, like, FOMO element that people wanted to be there. You'll see we even had, like, a Pokemon card kind of thing here up in the top left. And so that kind of stuff was being promoted on LinkedIn. So it was just a really fun theme. Moving on to surprise and delight, we had fantastic gifts that we have. So down in the bottom left corner there, you'll see some examples of those GIFs. So it was like the YETI cooler, a camp cup. I think we also had an Oni pizza oven. So just super exciting things. The audience was going crazy for them. And also, you'll see there that some of the speakers showed up in of in camp gear, and so that was a real, I think, like, surprise and delight moment that just, like, kept the energy up. And that kind of leads into audience participation. I don't know if you remember, Cindy, or if anybody here attended, but that chat was popping off for summer camp. So it was kind of it was just, like, natural. And we added polls and q and a throughout for sure as well. And I believe that we kind of we do often say, as with this webinar, that there are some kind of requirements for participation for getting on the list to be eligible for some of those gifts. So that definitely helps, like, getting people kind of talking to each other in the chat. And then, Cindy, do you want to speak to kind of how the speakers felt natural in there? Yeah. I one critical piece for us with our events is finding the right speaker. Half half of this is through just having your finger on the pulse, right, knowing what other marketers in the space are curious about. LinkedIn is a really big, like, source that I go through. Like, there are times where I know I need a I need a webinar topic, you know, for the next two months. And so I'm scrolling through LinkedIn, trying to see, like, what people are posting about, what they're commenting about. Also, you know, subscribe to a number of newsletters, like, what tends to be the topic. And then from time to time, having conversations. Right? Like, running into people and being like, hey. Like, what's what's the whole, like, buying signal thing? What are you doing? What kinda automations are you running off of these signals? What what tools are you using to help you aggregate in intel, right, for your sales team? And so we try to find topics that are most relevant, and then we find speakers who can speak to that topic. I think why they come off very natural is that the people we end up finding naturally speak about this, whether they're on a webinar or not. It seems to be what they tend to gravitate towards from a posting standpoint, from a commenting standpoint. And so it makes a lot of sense that giving them thirty minutes, ten hour on a session, they're just talking as if they would be talking to you in person. And that, I believe, people show up to interact with those speakers and to learn from them directly. I wanted to also kinda, like, bow tie all of this. And so, you know, we talked about experience design. We knew it was summer. We're approaching summer. We knew that a lot of we there's a lot of parents. Right? And just to hit, you know, the nail on the head, we're like, let's have a summer camp for b to b marketers. What's summer camp? Typically, a span of multiple days. We do events that range from half a day to two days. This one ran for four days, four half days, much like summer camp. The branding around this was like a camp map. Right? There's classes. There's session. There's camp counselors. The gifting piece of it. We're giving around s'mores kits, YETI coolers for you to take while you're camping, pizza ovens. And so it's a very holistic, like, event, and it's not like, any one of these things probably would be great as well on its own, but it's it's designing the whole package and figuring out, you know, how how each day, I believe, was even a theme from what I recall. And so that, I think, added to together has the compounded effect. And then talk about post event. Right? You got all this video. I know even in real time, every day, we create a YouTube playlist. So just snippets from the event, and that was a way we promoted, you know, join us tomorrow to catch, like, all the sessions from the next day and the rest of the week. And so I think, hopefully, that's helpful to the audience. Please let me know. That's that's a little bit of what we mean when we talk about experience. Alright. What what do we got up next? Pre event. Okay. So I believe I'm up next for this. Pre event foundation, a must before you build. You know, I certainly candidly, when I first joined, a lot of it is drinking from a fire hose, and you're just, like, trying to keep the lights on. You do need to get to a point where you have foundation. These are the set things you do every time, because you can only execute so so far before the process and the foundation is gonna, like, you know, fall apart. Right? So I'll just run through the checklist here. Why why are you having these events? Right? One, what's who's audience? What's their buying stage? I think we talked about thought leadership versus demo. You know, everyone, for the most part, is not in market, unfortunately. I wish they were. They're not. And so if you're doing this for the folks that aren't in market, we gotta talk about something beyond the product. Maybe it's how your product is helping that audience. Maybe it's something that your customers have figured out with your product that isn't widely, you know, known, and, like, they can share that expertise independently of whether your product is, like, dependent to that process or not. So figuring out why you're having it and then what value you have to your audience, having a clear outcome for the event. So if we're having a thought leadership event, we're not gonna tell our go to market teams and report up that there are gonna be demos out of this. Right? It's definitely more of a registration, reach, longevity on the assets. Like, this if it's a thought leadership event, it should stand the test of time. Or if you are having more of, like, a demo focused webinar, I think that's actually perfectly fine. I've seen a lot of companies be successful with, like, a weekly demo program. I think it's communicating that up front to your audience and being very clear. This is for folks that wanna learn about the product and communicating to your team internally. You will be seeing folks that are interested in the product come through your lead follow-up queues. So make sure you're ready to jump to to follow-up with them. Topic validated against real demand. I mentioned how we kinda find speakers, and that helps them be feel more natural, more intimate, if you will. This again, this isn't a topic that Tori and I are like, this would be fun to do just randomly. It's truly because we're curious about this. We find that other marketers are curious about it. I mean, I talked about this event. Literally, it originated because I often get asked these very questions of, like, how we do things here. So we figured, hey. Why not have a a webinar around it? And then success metrics agreed upfront. You wanna be able to communicate, like, what, you know, as I mentioned, what you're expecting from this and then benchmark where you where performance landed against that. And it's okay to adjust. I will also say nothing nothing is set in stone. We're always learning. Things are always changing. Always new products. Always new things. And so I would encourage you to have flexibility around that or at least communicate flexibility to your org. Let's keep moving. I don't see oh, did I miss a poll? I did miss a poll. Sorry about that. My fault. Missed on the run of show, which which is one of our product features. Alright. We're I don't think we're actually gonna run through the details of this one, but I would love to know what is your biggest priority for virtual events slash webinars in 2026. I can share really briefly. Our biggest priority is continuing to, optimize and make our process more efficient here at Goldcast. I know that we have increased growth goals, and the reality is is we can only do so many webinars. We can't get to a point where we're doing one every day. And so figuring out how we do less and have more impact is probably our biggest biggest priority here. Tori, any anything you wanna add? No. No. I think that's good. Reagan, if we can share. Thank you. I'm just gonna move on while you guys are continuing, to answer that poll here. I have spent a lot of time, setting up webinars here at Goldcast, so I just wanted to quickly run through kind of how our team and system is set up here at Goldcast. And so let's just actually jump right in. So first, we have Notion. So I just have a little screenshot here of some of our Notion docs here. So our event playbooks live in Notion. And this is where we record things like our event summary, links to reporting, our target audience. So you can see the rest there. So this is kind of like the home of the playbooks that we create. And then this allows us to just kind of copy paste and change things so we already know kind of the layout is going to be here. And then we use Asana. And that's kind of to operationalize our tasks. So this is where every task needs to be every task is recorded that's needed to set up the webinar. And each one of them is assigned an owner so that nothing is forgotten. Like, timelines are created, and we can all work as a team asynchronously and that we know that, like, nothing is going to be missed here. So this is speaker tasks. This is where I collaborate with our ops team, our design team. I keep track of, you know, when I need to do internal communication. So when do I need to be announcing things to the sales team or making sure that the customer team knows that this webinar is coming up, and then also the promo and follow-up elements. So there's a ton of stuff in there. This is just some of the stuff that I wanted to call out. So this really keeps us organized. And then I just took a screenshot of some of our Canva templates. But templates, generally, we could not run as many webinars as we do if we did not templatize things. So here is again, our design team created these templates in Canvas so that we don't really have as many blockers or bottlenecks, and I can just change this stuff out pretty easily as we complete more webinars. I also one thing that I love is that Goldcast has webinar templates. So when we have a series like Insider, we do have a template in Goldcast for that event. So the design is done. The emails are kind of set up for you, and all the settings are there. So just one click, and it's duplicated. And then you can just change out some of the elements that are needed. So all of that helps us kind of keep things going. And in that way, our team can be kind of focusing more time on the experience element that we're creating rather than the logistics of getting in the weeds. Not to say it's not still some work, but it just it kind of helps us keep things moving. And then, oh, the last thing is that I just I like to make sure, and we all like to make sure that ownership is very clear. So there's always one owner who owns the webinar completely just so that nothing is falling through the cracks. And that was a lot of in the weed stuff, so I know. So let me transition over to back to Cindy unless there's anything that you wanted to add here before we move on. No? I think you're doing great. Perfect. Okay. Awesome. I'll jump in here. So promotion, this slide's really about promotion. Are you attracting the right audience? And, you know, truly, if we're curating engagement, we're expecting a certain type of interaction. We wanna create a space for marketers to, you know, be able to interact with other marketers. You need to make sure you're bringing in the the marketers the right marketers in the room. And so we do a lot of outcome driven messaging here. So how we market this event and most of our events is, like, what you're gonna get out of it, why you'd wanna join. I think with this one, we were talking about walking through our playbooks, our specific workflows and motions, as well as talking about the features that we tend to use in our very own instance of Goldcast to drive a successful event. We also you know, based on the audience we're looking for, we we promote, obviously, through our own channels, so email, social, the likes of that. And then we also look at partners. So this one was with Martech. We also work with marketing profs, AMA, a variety of folks. And it really just depends on, you know, the the folks we're trying to look for and where they tend to be. We occasionally also work with influencers. I think you'll see subject matter experts or influencers or even customers that are power users of our products kind of posting about us on LinkedIn, and we will do sponsored posts with them. Thought leadership run thought leadership ads on their posts with their permission, of course. And that, in large part, is because they have the reach or the audience we're trying to bring into this very virtual event experience that we're curating. And then lastly, you hopefully, you all have seen it, but we do occasionally do just broad based, go to market, company wide takeovers on LinkedIn. So summer camp is one of those events, AI marketing school. And, really, that's just one where we're, like, trying to bring everyone together, trying to advocate for the same mission of video being core concepts to win mindshare. AI marketing school, lots of folks are trying to learn more about AI, and so we want everyone in there learning from the AI experts. And, yeah, that that's a little bit of how we approach promotion and just how we ensure that we're not only getting the right reg, but we're getting quality reg. Folks are attending live, engaging, participating, and, you know, emulating that in person event experience to the best you can from a virtual standpoint. Let's. I think something also interesting that I have not seen at another company that we do at Goldcast is having the BDRs kind of getting involved and reaching out to two people as well to their kind of target account list. So I haven't seen that before, and I think that's been really cool to see here. Yeah. And just to expand a little bit more, you know, our our BDR team have a fixed list of target accounts that they're working with in partnership with their AEs. And if anyone on here is familiar with trying to break into enterprise accounts, it is a long, long process. It is many people part of the buying committee. And so in the spirit of fostering that relationship and delivering value, webinars, virtual events is one of the things we will occasionally use our BDR team for. And, really, that's just to further engage with their target account and the prospects they've been in conversation with. Thank you, Tori, for for bringing that up. So the live event experience. Right. So once once you've done all the prepromotion, you're sure you have, like, the best event experience planned. It it's it's go time. Right? It's day of live production. We wanna make sure we're delivering on that event experience. We wanna make sure that we're not, you know, just being talking heads if that's not what we promised. We wanna make sure there's engagement, dynamic estimate if it's a multi day, multisession event. Although we're not reading off of scripts, it is heavy heavily prepped. Certainly, when we have multiple speakers, folks that haven't spoken on our events before, there's a lot that goes into making sure they know how to navigate the platform, they know how to advance, who who to contact if they're having any issues in real time. And if you've been on my webinars before, you know there are always issues. I know you guys know about it or not. Candidly speaking, I wasn't sure if my Internet would make it through this entire session today, and so, happy I'm still on here. But there were a lot of conversations back. Like, what was the plan if I was gonna drop and you guys are gonna lose me in the the loss of Internet space? But, anyways so although not scripted, we we do prep heavily. We wanna make sure that we're all on the same messaging talk track. No one is caught surprised, right, on the event. We wanna produce a seamless event because that's how it, in general, would feel in person. Tori, I'm gonna just pass this over to you because I've been ranting for a little bit. Let's close out this this slide deck and run through this checklist. Yeah. Yeah. Definitely another checklist. No. But, as we mentioned earlier in the webinar, we create polls and we prompt the audience chat participation intentionally, so in a way that's engaging and valuable to both the attendees and our team. And we also ensure that we leave time for q and a, and then Cindy and I are both keeping an eye on the chat throughout just to, like, interact naturally and answer any questions. Lastly, the polls and our talking points and our slides and any other queues that we want are added into run of show, which Cindy's mentioned. We definitely rely heavily on that, and we'll talk about that a little bit later. But this just ensures that we are actually covering everything that we want to cover. So moving on. So let's just say now your event is over, and this is where I think a lot of teams lose momentum. If follow-up isn't fast and informed by engagement data, the event value decays really quickly. So, of course, I'm on the growth marketing team here. So immediately after the webinar, I am taking the transcript from the webinar, and I'm combining it with other elements in ChatGPT to kind of to create that BDR follow-up, like, immediately after the webinar. And just a shameless plug, we did just release our AI prompt library. So if you guys haven't seen that yet, that is in the docs tab. But I did just give my prompt that I've been using for a while to the team, so that's going to be added to that AI chat library soon if it's not in there already. So keep an eye out for that. So after I create that sequence, then I kind of combine it with the on demand links, the other kind of elements engagement data, Salesforce report, and hand that over to sales so that they can follow-up really quickly and capitalize on that value. And then, Cindy, do you wanna jump in on, like, how we're using video and and repurposing that across the funnel? For sure. I think I've I've touched on this briefly earlier, but video is a core piece of our content engine. We I would say, like, more often than not, we're starting at the video. And so, like, for example, this webinar is a video that in of itself will be published on demand. We will then potentially, depending on the performance of this webinar from an engagement standpoint and also a post event like watch standpoint. We might slice and dice and put up clips on YouTube and create a playlist. At a minimum, we're definitely doing on demand, doing a blog post to kinda cover the content because there were a lot of playbooks we walked through in here. You might see some of these playbooks being repurposed as a ebook or a guide of some sort. If you see that ebook or guide on the website, it's probably multiformat. So you're talking about the written as well as clips from this very webinar. We also, as a side note, have seen that doing a multi format type of, you know, recap on our site does better from a GPT standpoint. And then, you know, taking that a step further and using that to do email nurtures, post event outreach, I think sending the summaries. You'll get one usually as an event, like, organizer from Goldcast, but also, like, we will potentially, from time to time, equip our follow-up teams, whether it's the BDR or the AEs or the AMs. We'll give them clips, highlights from the webinar in case they wanna share that with their prospect or customer because they've been asking. Like, my hope with this webinar is that, you know, particularly with my account managers that often ask, can you get on a call with, like, my customer who's asking about x y z? I'm like, hey. I will definitely get on a call, but, also, here's this playbook from this webinar. Here's the link to the blog. Feel free to share with them beforehand. And then think one other thing that I was thinking of was are you frozen? She might be frozen. Okay. The Internet luck has run out. One other thing that I was thinking as Cindy was talking through this is that we give clips often to our speakers. Hi, Cindy. Welcome back. I was just adding in that one other thing that I was thinking about was that we give clips to our speakers so that they can kind of use that afterward and kind of continue to promote what they've just spoken with us on. Awesome. And then event you reused across the funnel, we're talking about website. We're talking about, you know, promoting assets through maybe content syndication partners. I definitely mentioned in the sales follow-up. Tori, you can still hear me. Right? Am I cutting out? Okay. Awesome. Tell. if you're listening intently or frozen. So, you know, if y'all need more tips on how we use video and how you can use video, again, please DM me. Please send me an email or find me on LinkedIn. Open book. Try to respond as quickly as possible. Just give me some patience if you do reach out. Let's keep us moving. Launching our third and final poll. So curious at for those hosting webinars that don't hate their webinar platform, after a webinar, what usually happens to the video? I'm like, seeing Carrie's comment. Any stats around some of the recommended best practices? Okay. Noted. That's awesome. Let me let us let us work on that, Carrie. I don't think we'll be able to pull that in real time today, but that's a great question and an ask that I haven't seen quite yet. It looks like from this, most people are either repurposing across multiple channels. Yay. Kudos. Or they're sending the recording out, that is it. Hey. I live that day too, and we should chat because there's so much more you can do. And I am almost certain that you are at capacity, overcapacity, and I think you can put your videos to more work. Alright. And to close us out, this will be at the end of the presentation before we go into q and a, so I'll just do a call for questions. I only see oh, I see a couple in there. Please submit your questions. We're gonna tackle those, after we run through our favorite features. Am I gonna kick us off, or are you gonna kick us off? You have the fun story about run of show, Oh my goodness. I feel like you should kick that off. mean, fun for everyone else but me. So I I had a webinar, and in true fashion, like I said, lots of stuff go wrong. I'm trying to upload a really, really heavy deck, and I'm thinking it's gonna upload, you know, just fine thirty minutes before. Don't do that. Do that way before thirty minutes. But having issues loading my deck at this point, run of show wasn't worked on. I will never again have a webinar without run of show. I was getting roasted in the audience by our customer. Like, why don't you use run of show? And I think the issue I was having was I was launching polls that were disarranged because I'm, like, showing my screen because my deck didn't load, trying to launch a poll, the poll's in the wrong order. And it's just all of that could be solved with run of show, which Goldcast has, which is a feature that many of our customers have been asking about, and now we finally have it. Speaker support teleprompter. Tori, is this on me too? Yeah. Yeah. Makes sense because I'm using it right now. This is also a new feature that we have. It's literally if you remember, you guys have seen those the, like, shows. Anyone watch watch morning show, you know, when the reporters are live and there's the teleprompter, they're looking and reading. We have that as well. That's a new ish feature that we have that I love. This replaces the need for your Google Doc on the side of your screen where you're running through it. It's in Goldcast. You can pop it into another window and do it side by side. It's really great. Tori, I'm gonna let you have this next one because it's gotta be your. fave. Yeah. No. I I love this one. So I think I actually have a screenshot of it here. So this is a relatively new feature as well, but Goldcast now sends AI kind of summaries and insight reports afterward. So you can see some of the stuff here, but there there's so much more. I couldn't, include it all here. But I just love to get, everything, in here and send it off to to Cindy, kind of understand what we need to improve, what things happened well in the webinar. And then I'm sure, Cindy, you probably use that for Kelly as well. Yeah. I mean, for any and everyone. And it's one of my favorite things when I when the sales team lets me out of my marking cage slash I go, can I join that that sales calls play? I'm often bringing this up because because I remember the first time I got it, and I'm like, what what is this? This is really cool. Is this did someone just set this up for me? Is this for everyone? And it's for everyone, and it's it's easily, like, one of the coolest things that I'm normally digging for this information manually anyways. Totally. Yeah. And then, Cindy, I know you're very passionate about ContentLab. Do you wanna talk to this one? Yeah. I, as a previous customer and buyer of Goldcast, this was what really did it for me. I saw Goldcast from another community event. And then when I engaged with them at Buying, they told me, oh, like, we have this product that we're rolling out called ContentLab. Basically, you can take your webinar post event, slice and dice it, do the transcript, create a blog, do a draft email sequence for your sales team, and I was sold. Because if anyone's been part of very slim marketing team when you're doing end to end on the webinar, this is the part that really slows you down, trying to process the event post event. And this is just a game changer for me because I literally, like, had a call telling someone about, you know, the last event I had. And I'm like, you know what? Here. Let me go into ContentLab, and I'll send you the transcript, and you can see it. You can watch it. Here are the clips that I thought was here are the clips that ContentLab's AI thought was the most engaging. Here you go. You'll. look at it. So, like, in the spirit of working smarter, not harder, ContentLab is one of my faves for sure. Yep. Yep. I just wanted to make sure that we're not missing any. Engagement analytics, I feel like, kinda got covered in that AI summary report, but we also are obviously checking out all the engagement analytics after a webinar, passing it off to and using it for our go to market team throughout there. Yes. Searchable moments, I think AI search, I maybe briefly touched on this earlier. It is an entire archive of all the webinars we've we've had. So, you know, if you're joining a company that has Goldcast, fun fact, you're gonna be able to search for a keyword in there much like you would like Gong for call recordings. So let's say I wanna go in here and I wanna look for I wanna do a webinar in, like, zero click content. Have we done that before? Who have we had? Maybe I don't even have to do a webinar because I find that we have so many recordings, I can now just put together an asset and, like, do use that instead of promoting a webinar. AI search is really cool as well. It's a feature that I also tell, like, new sales folks once they get access, like, search around in there and see what you find because you might be able to find, you know, persona based, you know, conversations in there. Because if you're having webinars, it's probably with a subject matter expert, and so you can learn a lot from the subject matter experts that you're hosting in your your webinar archive. Yes. In ContentLab. Okay. Are we ready for questions, Tori? Yep. Yes. I'm missing the go q and a. alright. Let's. go into q and a. We can probably minimize, remove the deck at this point. Reagan, if you actually, can pin questions myself. Where do I do the search? In ContentLab, your recording library. You can do that there. Melissa, send us a note if you need help doing that. We the insights reports needs to be enabled and then is automatically sent. Tori, keep me honest here. Yep. It just needs to be turned on. Man, Cindy, are you the one firing through this? Put me on the hot spot here. What makes a thought leadership versus further down the funnel? Give me a second. I'm gonna stop sharing the slides. Okay. Thought leadership and further down the funnel webinars do we have as a marketing team? Yeah. So fun fact about us. We did some analysis six months through the year last year right before Tory joined and saved me from drowning all of in all of the work. And we found that we were too heavy on top top of funnel type webinars. Makes sense because it's kinda where we have the most fun, bringing in speakers that speak broadly about topics. And so once we did an analysis and found that it was very heavy top of funnel, we now try to keep a balance of, like, one at least one to one. Two to one is fine if we tend to have more thought thought leadership type things, but we definitely try to have at least one. So you'll you'll see actually, last quarter, we had something called the AI revenue playbook. That was more down. funnel. It was teaching an audience how to use our product adjacent to other products that are very common for demand marketers. Vector, I did that one with them. There was one on clay. Lots of folks are curious how we use clay and how we can add in, like, Goldcast plus clay, what things can you do, and so we talked about what we did there. More products, be like hands hands on product base. But, yeah, one to one, one to two is kinda where we're at. Which session types do you see most impacting pipeline? I mean, when I can get folks on a demo type webinar, that bottom funnel webinar, I know there's expressed interest in connecting event data and doing more with it. And so I I don't necessarily have to build mindshare around, you know, the value of video and the value of webinars. And so I we do find much higher conversion with, for obvious reasons, the middle funnel demo type webinars. Rachel's question about what webcams have you found to be the most valuable. Is that really specific to the actual webcams? Are we talking about webinars? Because for webcams, I'm on the MacBook's webcam. I think it's great. I think the Logi one is one that folks use on our team. Anytime our chief product officer, Lauren, is on that her she looks so great on all of her videos, and I often like, what camera? And it's the same one. It's the Logite camera. What other questions do we have before we close this out? Anything in the chat? No. Nothing in chat. Alright. What are the best ways? I also wanna call out that you have the ability to also vote on questions, which I always forget, and I should have said to this to you guys. So whenever you go into q and a, you can see, I think, questions that have been submitted, and you can like the ones you really want answered. Or if you have the same question sometimes so this is what I'm saying, like, curating that. Right? Like, encouraging folks if they all have the same question to go and, like, like that so that you can provide value by answering it because it's one of the, like, top asked one. But this one's one of the best ways to repurpose recordings into a vertical Instagram Reel. I'm not gonna pretend like we do it all. We don't really do that here. Regan? Right? Do you know if we do Instagram posting? We do. No. We do not. Okay. I'm getting a no. So we don't really do that, but I would be open to having a conversation with you to help you strategize how I would do it if I was trying to. TLDR here for me is that I would probably try to figure out what what things I'm seeing in my feed. This is because I'm trying to market to myself. Right? So, like, what things am I seeing in my feed? And then is there a world where I can, like, cut my video to emulate that type of format, that type of style? Because I'm gonna assume that if they end up on my feed for one reason or another, it's something that's, like, trending or people are engaging with, and I would test it that way. But, no, Instagram, unfortunately, isn't some isn't a channel we are really focused on right now. Do we have a last one? Maybe I will yeah. Let's do Melissa's question. There's a couple votes on it. I don't think we've asked this yet. How do you find speakers that are natural? Do you have a vetting process? Oh my. I would love I I would love to have a vetting process. But the reality is we are often like, we need a speaker. Who would we find interesting? Let's send them a note and see if they would be willing to speak on our webinar. And nine times out of 10, people are. If they we get a no. It's usually a not right now. I don't have capacity. I'm traveling a bunch, and so we will try to circle back with them later. But we will pulse track with our own team, right, or our own circles who like, would this be interesting for you? I'll text, like, three people. Like, would you, like, join a webinar with this person? Or, like, what do think of this person's talk track? And then we need to have prep calls. Certainly, if it's one that we haven't really seen on webinars or post, like, with them them, we will have a prep call and make sure they feel comfortable, you know, make sure they are set up, their camera situation is well lit, all of that to make sure they're good to go. I think that's probably the last one we'll take for today. Let me see any more in the chat. Yeah. Promoting an event online. I think we will have to send you the note covering the promotion section. We covered quite a bit on that. If still have questions, please feel free to reach out to me or reply to anyone who's reaching out to you with those questions. They will get you the answers. But let's close us out. Regan, if you can unpin that question for me. Tori, couple plugs for some assets you think our audience should check out. I'm gonna let. yeah. Please, yeah, check out the docs section. I saw some of you were excited to see the AI prompt library, but it's it's objectively very cool. So definitely check that out. I also have a document for run of show if you're interested in that. I saw a lot of people excited about that as well. And then there yeah. There's also a doc in there for just mind share marketing master class, which is new. And as Cindy alluded to, 95% of your buyers are not in the market right now, so how can you use video to really capture that mindshare so that when they are ready, you are on the shortlist? Yeah. Thank you all. Awesome. Thank you, Tori. Once again, check out the docs tab and catch us for our next one. Dates on that TBD, we are work ironing out the details, trying to confirm a speaker. If there's a speaker you'd like to see, please send me a note, fill out the survey that pops up hopefully after this event, and let us know who you'd who you'd like to see. And if you yourself are someone who would like to speak, send me or Tori a note, and let's chat. But we so appreciate your time today. I know that it's a busy, busy January for everyone. I hope that you enjoyed this content, and hope you enjoy the rest of the day. You will get the link to this recording, and we will see you at the next insider, most likely the February. Thanks so much, Tori. I appreciate you joining me on this. This was you did a great job. I know you're really nervous, but I couldn't tell at all. So I plan to hand this over to you. behind the camera listen. or like, behind gonna I'm beam. gonna hand this over to you now, so good luck. No. I'm just kidding. We'll we'll we'll talk again soon. Hi, guys. Thanks, everyone. We're gonna. close out now. Bye.