Name: The LinkedIn Events Playbook for B2B Marketers
Uploaded: 2026-10-15T18:30:07.138Z
Duration: 53 min 14 s
Description: The LinkedIn Events Playbook for B2B Marketers

Transcript for "The LinkedIn Events Playbook for B2B Marketers": Hey, everyone. Thank you for joining us for October's insider. I had to check the calendar real fast. I'm like, what month are we in? Because my... I can't believe we're in October. I love where everyone is dropping where they're from. I am joining from Southern California, Orange County, Disneyland, if you're unfamiliar. So that that neck of the woods. I... In a few moments, I will be bringing our esteemed speaker on stage. But before we do that, just wanna intro you all. Hello. I am Cindy Dubon. I'm the director of demand gen for Goldcast here at Cvent. If you are looking to join the LinkedIn events playbook for B2B marketers, you are in the right place. This is part of our insider series and I want to just give a special shout out to our promotional partner, MarketingProfs, for sending a lot of you our way. I'm so excited to see, everybody's questions. I think where we came up with this topic is that my team and I often get questions from our customers about running LinkedIn ads for webinars, events, what we're seeing, and I I think it was just time at this point for us to bring in the expert. And so instead of just sharing our notes, which I will be doing throughout this presentation, Nick gonna walk us through shortly kind of how LinkedIn sees the Events Playbook for B2B marketers. And before we forget, because we learned this from our Webinar Benchmark Report available on our website if you have not seen it, it is best to pull your CTAs forward instead of saving it for the end. So don't miss these upcoming events. We have Rise of the Headless Marketer. It is a half day event on Wednesday, October 28. We'll be going over all things MCP, especially related to the Goldcast MCP Beta, if you are aware. And if not, join us. You'll learn more. And of course, our really, really, successful series Webinar Revenue Playbook, where we are walking through, hands on playbooks. And this one's gonna be how to turn webinar engagement from live signal to sales follow-up. So if you are running a lot of webinars and you are not seeing sales, post sales conversion on that, tune into that one. You'll be learning a lot of actual tips there. And then lastly, the agenda for today. We will be walking through the state of LinkedIn for events, platform trends, and modern buyer shifts. We'll be... Then be going into a fireside chat with myself and Nick. We'll just talk through all the questions that I see, questions that you guys are plugging in through q and a. And then while we're going through that, we will then go into the live Q and A. As your questions continue to drop in, we'll make sure to save ample time for that. With that, Nick would love to welcome you to the stage. Please exit the green room. Hi, everybody. Thank you so much for having me. This is awesome. Love the platform. Love all the chat we're seeing as well. Awesome. Nick, tell us where you're joining us from and then also a little bit about your role over at LinkedIn. Yeah. I am joining from San Francisco, so Northern California. My role at LinkedIn, I've I've actually been here eleven years. And right now, I look after making the platform the de facto b to b digital layer for event promotions and, just super excited to to be looking after this go to market. We're seeing a lot of traction over the past year. Awesome. Before I yield the entire floor to you, let's briefly run through the poll results. So the poll we opened up right now is what is your team's biggest challenge with events? Hopefully, this will help frame a little bit of what you're gonna talk us through. It looks like 40%, biggest challenge is driving qualified registrations and target accounts, and then a little bit of a split. Next up is turning sign ups into actual live attendees. So the show rate, well, now taking second is proving downstream pipeline and revenue attribution to leadership. That's super interesting. Is this... I mean, is this surprising to you? What are you hearing when you're out, you know, doing your talk track? Is this kinda generally where people are at? Yeah. This this feels like, the top three for sure. And and really a place that we try to play is helping connect that event activity to pipeline and downstream impact. I think that's a big lever, and and we'll talk about a Yeah. I think... I'm used to actually seeing number three be the highest one just because everyone, our customers are really great at promoting and driving registration. But I think where we're trying to figure out is, like, could we bring in more pipeline from our events? And, you know, it's so many things there. But before we get into it, Nick, I'm gonna yield the floor to you for a little bit to walk through, your presentation for us, and then we can circle back to this. Yeah. That sounds great. I think all of those things are building blocks connected to each other. So happy to happy to revisit that. Great. Looks like we're up and running. So I I might move at a brisk New York City pace because we got a lot to get through here in a pretty short period of time. But at LinkedIn, we... We've believed for a long time that events, large and small, they've always been really powerful business drivers. But to understand the best practice around how to run them, which really starts with what's changing for event marketers and not least of which is just the rapidly evolving world of work. We have this really interesting view into all the nodes of the world economy coming together in one place on our platform. We call that the economic graph, and that's guided our approach to events. It's really the community context and the Internet's definitive professional identity, having the power to help businesses enrich and engage customers and and, again, tie it to revenue like we were just talking about. So through unpacking event strategies with hundreds of customers and monitoring this key data, we've uncovered several trends that have an outsized influence over the state of event marketing. And the first is that virtual layers are are really now the norm. So companies embracing hybrid models, they're reaching more engaged buyers more efficiently through seamless digital experiences. Enter platforms like Goldcast Events, advertising extensions like LinkedIn. It's really about just meeting your audience where they are, creating continuity between the physical and the online. And the important thing to remember here is that people who attend your event, they're not just one team or title. They're a multifunctional buying committee. So our our latest research actually shows that on average, b two b purchases take about 13 internal and nine external influencers across that committee that require collective consensus to move forward with purchase decisions. And this is where digital acts as that extension and force multiplier. Not everybody can buy a ticket, get TNE, the hotel, cross that threshold for entry to attend an event IRL. So this is where we engage them and drive that mental availability for your brand. Another important one, the shift isn't just about channels. It's about people. So we're seeing a generational change in how leadership builds trust with companies. These are business decision makers. And today, most of them are actually Gen z and millennial. They're online natives, pandemic era veterans, and they form opinions through video, short form content that's really fast, relevant, easy to consume, and delivered to them organically on the platforms where they spend time. So just think about your own surfing behaviors online and how you expect to receive information. And so how we tie events into this is they become the front door for for deeper thought leadership through those digital hits. Now the big one, it's a challenge, but also the opportunity. We're in an undeniable age of efficiency, and the c suite want proof. How are events influencing revenue, not just the vanity metrics? So we're seeing marketers consolidate tools and partners, enter combinations again like LinkedIn and Goldcast Events where integrated solutions make it easier to tie execution to the outcomes. I'm gonna take just a quick breath here. I I do wanna make sure this is conversational, so so definitely keep hitting questions in the chat and anything that comes up that's resonating. Alright. How could we get out of a conversation about events without talking about AI. And if you wanna know what LinkedIn's position is on it, really Microsoft's, the net is that information is everywhere, and AI has made it a commodity. But true expert nuance knowledge, it's still really rare and coveted. So in this scenario, events become a lot more powerful because they're the entry points to learning, to opportunity, all those things that broad information can't provide. And most importantly, this is where new ideas take hold in the AI ecosystem. So think about how LLMs like to digest information structures. Events are perfect for this. We're talking speakers, sessions, agendas, attendees, new releases, expert research. Really, it goes on and on. So this puts events as a as a key strategy in being relevant in LLMs. So let's tie it back to LinkedIn. And this is a platform that's really uniquely poised to respond to those challenges we walk through with a complete event vision. Our members, they're already here to use the community to seek information, advice, and learn, build relationships, and bring that knowledge back into their organizations. That's why LinkedIn members are 44% more trusting of recommendations by other members versus the average Internet user. They are also much more receptive not just to the peers and their posts, but to companies and their ads. And this ultimately leads to increased action, so a higher likelihood to click and engage. And when you follow that downstream, companies are achieving stronger, more consistent results. So it's really tap into the trust, the community, the verified identity, and performance follows. And you'll see through some of this independent research by DreamData that there's a real impact on the bottom line across channels. So the measurement suite, I know it's probably top of mind that enables this clarity on the bottom line looks like this for events. So it's really a measurement ecosystem. You're integrating your event storytelling with full funnel digital activation and measuring what matters. So this is targeting and verifying audiences, understanding how your brand messaging is lifting perception, engagement in the form of views and dwell time, clicks, and also comments. And then you can even go further into attribution against revenue. So this... These are slightly more sophisticated tools like our revenue attribution report. But also we have customers like the case study here, Salesforce or Dreamforce. They actually use a clean room. They're mapping all their digital event touches across these events to the pipeline generated from the event, and that was in the tune of billions of dollars for the last Dreamforce that was run. So we... I'm gonna put a pin in this because this one you can go really deep into, but we'll leave time for it, talk a little bit more about it maybe on the back end. I wanna show you how to meet the moment with this digital advantage, on the LinkedIn platform, and it's really distilling what can feel like overwhelming and complex event programs into a repeatable framework. So you've got to make it something where the whole team or multiple teams have a muscle built to know exactly how to use the platform for every event. And the way that we look at that is pre, during, and post, breaking the event down into phases. And this can scale once you have it right for the smallest webinars that happen at a really high volume all the way up to the largest flagship industry tentpoles event... Events that a company, can run. And then you're measuring across the various objectives here. So pre event, you're thinking about driving registration and attendance and general promotion. And during your maximizing consumption and engagement and collecting signal and post event, you're keeping that conversation going. So, just calling out use cases, we see a lot conferences, webinar series, product launches, earnings calls, events that happen off platform that you're driving attendance to through LinkedIn, also events that your company is attending but not necessarily hosting. How do you maximize your presence at those events too? Alright. So let's give everybody something to take away from this conversation today, and we'll focus on three key takeaways. So first is that events perform best when they're treated as that full system, not just a moment. So it's impact across pre, during, and post. Each of those phases have distinct objectives, formats, and messaging that you can use, and this spans awareness to thought leadership to long term nurture. And so we'll focus... We'll drill in on two phases that are often really misunderstood, which is the, the during and after. So the during... This is the peak of attention, and so every person that's engaging is giving you something that's incredibly coveted, especially now in this attention economy, which is their time. And so this is some of the richest signal that you're going to capture through your digital event activation. We also know that event attendees that are exposed to digital event content, they're actually more likely to engage with subsequent company marketing that comes afterward than someone who never saw the event. So this is really valuable for feeding evergreen marketing as well, not just maximizing the event. So really try to automate what you're doing and let the campaign do the heavy lifting, and and then amplify. Of course, we... The live streaming element is really important. A lot of investment goes into either prerecorded or live content, but capture all of that engagement signal because it really powers what comes next. And that is, the post event or after event. So when it's over, a lot of teams... This is where we see strategies completely fall off and the events over, the recordings out, you know, there's a follow-up email you're planning for the next one, but the after is really about extending momentum and accelerating pipeline. So you can generate business far beyond a time bound moment. And really it's leveraging the signals that you capture from that during phase and creating bespoke tracks based on the types of intent that people are telling you with how they engaged with the during or pre phases of your event. So maybe they attended, that's a really warm signal. Maybe they said they were attending but didn't show, that's still some level of intent. You've got live viewers that are spending their time, their coveted time with you. This is a really engaged audience, especially if they're staying on for extended periods. And then you've got that buying committee, which surround the people who engaged with your event, who you also need to reach and could benefit from the content that you put out there. Here's what it could look like in full concert. So just an example, when you're activating formats across pre, during, and post, you can really have a diverse array of formats that attach themselves to each of these phase objectives. So second key takeaway here, and we're seeing this trend really heavily. It's just that real voices amplify trust and scale impact. So think about how to activate speakers, executives, employees. These types of influencers are really not optional anymore. Like, we have too much data to say that these trusted voices activated around an event drive impact very uniquely and build credibility and get you earned reach and extend the life beyond the moment. And it's in the data. 87% of b two b buyers, they prefer credible content from trusted industry influencers. So really think about this as part of the plan, a pillar of your strategy. When you put your most credible voices center stage across the phases, it can look something like this. On LinkedIn, that's thought leader ads, emphasis in the live content, post event recaps from a unique perspective. This is a really underutilized lever that is taking a lot of traction in the market right now across our customers. How do you make this happen? This is really key. Don't wait until the event's happening to activate it. This strategy is really successful if you do the work upfront, and that begins with identifying and planning how to activate the various business influencers that you have at your disposal. See here. We're running up on time, so I'm gonna get into our third takeaway. And this is gonna be slightly more tactical tactical and I think helpful. Really, we we talked about the high level vision for events on LinkedIn. We're gonna bring it into some tactical execution here. And so this is just like the influencer strategy, build your post event strategy before the event even begins. And so you might be seeing a theme here, plan before you have the content, plan before you need it. It shouldn't be an afterthought, and you can really define what you want to get out of that post event piece by setting up the tactics that will be high impact before you even get there. So a couple of really interesting formats and units on LinkedIn are event clipping. So we've launched this fairly recently, and so this is taking live content that you've promoted on the platform and turning it into short form that really resonates again with the demographics of today's business decision makers and how they like to consume content. The second is retargeting. There is a plethora of different signals that you can bucket attendee cohorts into and then reengage with bespoke content tracks based on how they attended or leveraged your event content. And the last one is sponsored messaging. So I I like this one. It's been around for a while but it's pretty underutilized. I'm not sure a lot of people know but you can actually send sponsored messages to an attendees inbox post event and have it look like it's coming from a speaker or executive at your company. This personalization dramatically increases open rates and provides a tactic to get secondhand or post event engagement, increases. And so this is a really unique one. This is where new messages that land in an inbox are going to get flagged as notifications for someone to respond to on the platform, so it really makes it top of mind for them. So the the the takeaways. Events perform best when treated as a a full system, not a moment. Real voices amplify trust, scale impact. And the post event strategy, you should plan before the event begins. It has a lot of untapped potential. That potential looks like this. When a company like Workday leverages all of these tactics for their largest yearly hybrid tentpole, the results follow. So 16% lower cost per registration, 20% higher click through rate, and 39% higher lead form completion for those members that were exposed to event campaigns. And that's the signal that just compounds. We we have many examples of companies using this flywheel successfully, and it pays off for their business. And and I think what really resonates for me is you get to create a story that you can bring back to leadership to demonstrate the power of marketing around events, which we know is happening but can be hard to articulate. So you have a a tiny leave behind here because we walked through so much, and it's a lot to wade through in this compact of a conversation. This is a snapshot of all the different formats that you can run on LinkedIn by the type of event and also phase, pre, during, and post. So that was a lot. I think that was a New York City pace. I, I really appreciate Goldcast Events hosting me all the comments in the chat. Awesome. So, we have a ton of questions. I can already see in our q and a tab. But, Nick, just to, get us starting... Started before folks get a chance to vote on their favorite questions, I think a question that we get a lot from our customers is around budget. And is there a minimum amount of budget? And I already know the answer is it depends. You threw up a slide that was very helpful where you broke down, like, the spend across different channels. I'm curious kinda how you go about answering that for someone who's like, how much budget do I need? Or more importantly, how should I think through budget, especially as it relates to, like, the whole... Like, that last slide you sent, there was, like, no shortage of things you can consider. Like, how should we go about thinking where to put our dollars there? Yeah. It's a great question. One of the capital t h e questions. It's... You know, you nailed it in that there's no universal minimum, but budgets should reflect your audience size and your objectives, your KPIs, the value of an attendee or a lead as well. So I think LinkedIn is one of those platforms where it's put good in, get good out in terms of the quality of the audience that you're engaging. So I think that's important to keep in mind. If you're looking to capture leads that ultimately have a higher probability of turning into pipeline or revenue for your business, I would back engineer your campaign from what you need to hit with that target. And so it's okay to start with a really focused test and kind of establish a cost per result that you're looking for benchmark and then scale based on that performance over time. But, I also see with event types that we do actually hit some minimums that are pretty effective. So for smaller events that happen in higher volumes, $10k to $25k tends to be a sweet spot to get a really high volume of, of quality, results. But we also have very small customers with budgets in the hundreds that are generating a few quality leads that end up changing the trajectory of their business. I'll ask a similar question a different way. Where do people tend to go wrong when it comes to budgets? Because I have my own notes from my own experience about... And I'll just rattle it off where it's like, here's a budget. How many leads can I get from this or how many opportunities? And I think there's just so much that goes into that. What's your advice to someone like, these are things that set you up for failure? These are things you should avoid when it comes to how to plan out budget for this? Yeah. I know this is hard for a lot of companies, and it can be a black box. But, really what we're doing on the front end with events when we're driving interest registration leads is we're trying to drive pipeline for the business. And so if you can connect that front end pre event registration efficiency with what actually turns into revenue for the company, that is the most powerful story that you can tell to leadership. And so that's where I would focus is on measurement and installing that system. And that that is, I I understand, a pretty tough challenge, but it's it's ultimately, I think, with where technology is heading, that support events, the ecosystem starting to get a little bit easier. I I would agree. I think we're we're at a phase right now where there is a lot of data, and it's really on the strategist to kind of connect all the pieces and make sense of it because we can collect it till we're blue in the face. But, like, if you can't actually connect the dots between spend and programs and business impact, that's where... I think we had a speaker a couple of sessions ago that said, if you cannot definitively prove the business impact of your programs, that program is always gonna be at risk forever. You. say one other quick thing is it makes it hard to advertise or promote events with with ungated content. But we know... We've done research that for any given company on average, about 95% of their potential customer base is out market for their product or service. And. so having a hard lead form conversion point and putting that in front of them at high volume is not gonna move them closer to becoming a customer because they're doing so much research independently, especially with AI. And so having an event strategy that does have some ungated influence like those thought leaders can move the needle. Again, hard to measure, but when you can install that measurement, we see that actually driving momentum even faster than capturing who's already in market today. That's such a great point. I even jotted down in my notes when you were going through your deck. The buying committee through the lens of, like, internal and external influencers because so often myself, like, I often am doing my own research, but then I'm, like, putting into Slack communities, has anybody used this product? And that person will never look like a buying committee member, but they certainly exist and have a lot of influence if it's someone I've worked with or continue to, like, really appreciate their perspective. And so you're so right on that. I just wanna say it's it's such a big ecosystem thing, but so much of what we do is, like, tit for tat, for lack of better words. Right? Yeah. It's what's measurable. But the companies that are kind of putting clarity over the ambiguity of ungated are are... They are winning, and I think that's a... Almost a competitive advantage if you can figure that out right now. Yeah. I'll just say, we obviously do a ton of events, webinars here specifically at Goldcast. One way we do that is, like, we really lead with an account list. And so there's a world of, like, target accounts that we wanna do business with, and then there's a world of folks that fit the ICP that may not be in the target account list. And so we've been very successful in tracking that account list through the various stages of an event. So at the point at which they register, we may have already been working them and getting them to register, so you have that touch point. And then when you have reps that are tied to these accounts, they more easily facilitate the connect... Connecting of the dots. Right? So, Yeah. Yeah. I will offer that up to practitioners who might wanna try that out. great. Yeah. Awesome. I... Let's jump into the actual q and a. So far, I see one question that is just really everyone wants answered, and it is, have you found more success using LinkedIn Events for high level thought leadership panels or for technical product focused deep dives? There are. a ton of likes here. Yeah. This is a great question. So this depends on your audience. So we'll work with companies that, their products need heavy influence in the technical roles inside of companies. We're thinking like development and engineers. So this is an audience that builds credibility by seeing the technical specs of something and understanding it and what it can do to change their business and workflows. But I think on the on the whole, what we're seeing is that a higher altitude of thought leadership typically works best just because it's very hard to deliver the depth to to... That you that you might intend in such a short window and attention span. And so the other great thing about the thought or thought leadership oriented content is it just... It becomes like a content fire hose because you can take it and clip it up and and and do editing and creative, elements on it and have that extended in perpetuity for months after it happens, still driving impact. And that lighter weight stuff is a little bit more in line with, like, how, demographics want to consume content today. I I agree. It's it's probably so frustrating for... To hear because it was frustrating for me when I was starting out, but it it depends so much on, what you're hoping to get out of the program. For us at Goldcast, I think we've seen a lot of success promoting, like, thought leadership panels, but at the same time, that's definitely a top funnel kind of initiative for us. We're not running thought leadership hoping that we're gonna get... I mean, we're always hoping we're gonna get demos out of this, but it's to your point earlier where so many people are not in market. Right? So, like, if they're not in market and they're not actively interested in looking for a specific product, for you to put all your budget on these, like, technical product focused deep dives, it may not make the most sense. You might need you might need to educate them on what what you're generally doing with the product. Right? But then separately, like, if you have this massive database and you go to a lot of conferences where people are generally aware of your brand, we call that mindshare here. But if you already have that mindshare, which we we ran up against this where we had so much thought leadership that we were actually lacking the, like, products focused, practitioner focused. Funny enough, the Webinar Revenue Playbook series that I mentioned earlier, that was born out of that fact, is that we had a lot of sessions like this where folks learned so much about how to generally, you know, do events in LinkedIn. But yet for those that were like, well, like, how do I connect that dot with Goldcast? Like, that was missing. And so that's why we have a series like that that helps those folks in. You know, you brought up retargeting earlier. That that is a great list to retarget from with a series like that. So, definitely, I think people can argue for success both ways, and I think it ultimately depends on, as you mentioned time and time again, like, the objectives of the program. Yeah. One one last quick thing that I'll I'll fit in here is we know that most people when they come into market have a short list of two to three brands that they're considering. So before you even know that they're ready to buy, there's probably two or three brands that already have mental availability with them that they're going to research and ultimately make a decision around. And it's usually the first one, even through all the research Oh, wow. that came to mind for them that they end up purchasing. All of the work to buy that mental availability happens way before they say I wanna see a demo. I... I've been saying to my sales team a bunch, if someone fills out a demo request, we are so lucky that we made it. Because if if we are under the impression that that is the first time they've started down the buying journey, we are sorely mistaken. Yeah. Because, like, I'm sure you relate. Like, if you were to buy a product, Nick, are... I mean, are you, like, starting out from scratch? Like, you likely have done some level of research, and you have more or less a shortlist that you're trying to suss out. And then maybe if you're, like, too many overwhelming choices, you pulse check and say, who's used these? Right? And that becomes, like, the qualifier for the. shortlist. So And I think actually see a comment here on trust being so critical to that short list of of vendors, and and I couldn't. agree more. It's the old adage of, like, nobody ever got fired for buying IBM or or, you. know, it it... If if you can trust that the vendor you're thinking about is gonna deliver for you and they're a good company and you like the people that you would work with and you, that is so important. We... We're we're leaning into trust as the currency of business on our platform, and I just think that's really a a great point. The next question I'm gonna pull is... It's about the sponsored messages that you mentioned. Do these messages get tagged as promoted messages? Yeah. Those are... Yeah. There is a promoted tag. It depends. So there's a lot of formats. If we're talking about in feed sponsored content, that will show as sponsored. All the ad units do. It's in varying degrees though. So, like, one one interesting one is the thought leader ad. It appears to be coming from the individual, but it's actually promoted behind the scenes by the company. So there will be a small indication of the company that is supporting that content. And then the messages, like the DMs, those come up in a separate tab as well, right, as sponsor. That's an. entirely... Oh, yeah. The spot... The the, sponsored messages, which we switched from... So it used to be called InMail. So that's a that's a a little... Oh, I didn't know that. Yeah. Yeah. Yeah. Those. will still indicate sponsored. Yeah. So related, and maybe this... I'd love to hear from the audience on this. Nick Maalouf, your thoughts. When post or messages show the sponsor, does it devalue that personal touch because it reads like an ad? So, So would love Nick Maalouf to react to this. But, also, please, if you're in the audience, like, let let us know. When you see sponsored, what's your general thought when you see that? So this is where I think the context of a platform matters. And so people are spending their time on LinkedIn in the mindset of wanting to learn, gain information, bring it back into their company, build connections and community. And so I believe that the context actually... And we we had a data point in the presentation leads to higher engagement on advertising versus other channels because of the credibility of the platform. But also it is heavily dependent on on what you're delivering. Like, how much thought did you put into the content that you're ultimately going to promote? And and that comes down to how much value are you delivering through that content for the types of people you want to engage. If there's a match, I don't think the sponsored piece detracts from from the ad. Yeah. It's... I think, I see a lot of folks in the chat. They're like, I ignore it. I personally would agree in my inbox when I see that it's sponsored. That definitely, like, deprioritized for me just because it's hard enough to keep up with, like, the non sponsored ones that are coming in from your network. But I will say from, like, in feed sponsored posts, I think, much like you said, it depends on the platform. I think it depends on the person or the brand that's being sponsored. as well as, like, the message that's that's in there. Right? We have an active, like, influencer partnership style, creator partnership, engine here at Goldcast, and what we've learned is that anytime we're trying to, like, get a creator to, like, just pitch the product, unless they actually use the product outside of our engagement, Yeah. it it is very obvious that this is just, like, a pay to play. We paid them to do that. But then we also have, you know, people who are customers who do use it, and it was very natural for them to talk through how they do things. Right? Maybe someone's talking about how they're extracting pipeline from every lead from a webinar, and these are the notes on how... You know, like, if, Dreamforce, Salesforce. If Salesforce wrote a post on how they've been able to extract billions of dollars in pipeline from a very real use case, I would be curious to know if all these folks that are ignoring that would actually ignore it in their feed because I don't. I would I would engage. I would click through. I'd ask questions. And and that I think is a big differentiator. The way we talked about sponsored messaging today was actually as a retargeting post event tactic. And so it's not cold outreach. That that I can see the case for ignoring. But if someone's giving you a prior signal engaged with your event and might really be helped by that information, that case study that comes after the event, I think that's a really effective way to use it. For sure. So much to to just dive into. I think, I think a lot of us have the trap we fall into is, like, just post it and then post it in a way where you can get leads, and that's where we kinda fall into a trap because it's it's truly building what you call you call mental availability, we call mind share, but it's like, you gotta get into people's, like, view somehow. And. I think not only the messaging, but, like, the actual creative itself because carousel thing. Yeah. I I have one, point on that. So to understand what will resonate, we we call it category entry points. So when we're trying to get, mindshare, as you say, it really comes down to what buying situations do you want your company company to be known for. And that's where you get the highest likelihood of connection. Meaning, like, when someone comes into market for a specific need, they think of you, and that can help shape content. This is not a apples to apples comparison, but one thing I... When you say stuff like that, I'm like, think about when you go buy shoes. Shoes is. very personal to people, and I know this is a consumer product, very different from SaaS for most of us that are in SaaS. But, typically, when you buy shoes, there are a few brands that you personally probably prefer. And so I think what you're saying is, like, if you wanna be known as the shoe for running, then you need to be putting out content that is talking about shoes for running and why you deserve that mental space. Yeah. We we do research with companies to help them identify those situations that they can be differentiated to own versus their competition, and that drives their content strategy. Is... This is research that you guys do... That you guys put out, right, in a report or something? Yeah. Okay. Well, yeah, we actually work with customers who can tap into our team to write... Like, they will give us data from their company and we'll perform this research for them. Oh, wow. Yeah. Well, that's my wishes to your team that's now gonna get a bunch of requests for this, Nick. Yeah. I see a couple of questions. I'm gonna try to, like, sum it up because there's a handful of them that are more or less the same, but it's around event format and event type. So I think there's the webinar or the digital versus, like, an in person event. And then there's also a question around, like, from a digital event, the prerecorded aspect of it. And the general question is, like, what type you... Do you think works best? And then, like, do you find that for some of these, it's more appropriate for promotion versus others? Yeah. We we tend to work with customers on mapping out their event calendar and inside of that we tier the events. So do you have a yearly flagship? That's a tier one event. Do you take that flagship and turn it into world tours? That's a tier two event. Do you have always on webinars that happen three times a month? That's a very robust kind of foundational tier three. Right? And then we adapt strategies based on those event types. I see it as an ecosystem that really works. So a variety based on what you're trying to achieve. Like those larger events are shifting minds, hearts and minds. Whereas this the webinar series are really like driving momentum behind, like closing low hanging business and those in market customers. So you put them together to make like an event pipeline machine, right, Right. that feeds it. I mean, we all need all the pipeline we can get these days. So for sure, magical words there. Do you do you have any sense of, like, whether a live webinar versus a prerecorded one versus an on demand one, any, like, recommendations around that? Yeah. So this is actually why I've been hitting so hard on post event lately. They're actually seeing some data that, dwell time is very... Is is a deeper post event, which means that when someone has the ability to consume something on their own schedule, They'll spend more time with it. And so that post event piece, what it means is that you can you can do something live and there's value in that still and promote it and amplify it. You can likewise upload something prerecorded. But if for both scenarios you don't have a post strategy for how to continue having it live on, you're totally cutting some of the potential ROI that you can tap into. 100%. Our own data from our webinar benchmark report showed that I think we have seen year over year an increase in people watching for on demand to the point where we're actually telling our customers, the ones that want to get more out of their program. Like, it may not be the registration because everyone comes and says, I have to have more growth in my program. How do I get more registration? And when you dig into the data, like, you might find that your registration and your your show rate is low, but your on demand viewership is so high. And so for us, like, we're encouraging customers to kinda test out, you know, editing that video that was clearly designed for a live a live session. Like, is there... Are there things we can do in our run of show that would make editing easier so that it doesn't read that way? So it is designed for on demand viewing. Right? And so then... You know, because I think it's one thing to be like, I missed the webinar. I'm gonna catch the recording, and then another to be like, this is, like, a a recording designed for on demand viewership. And so some of. the verbal cues even I've had on here, right, like, drop your questions in, like, tell. me this and that. Like, that's not exactly relevant necessarily. for someone. watching on. demand. Exactly. You know? And so you just did it right there. That's the biggest piece is it's not just doing what you did live and then leaving it for consumption. as is. It's a strategy for how you make it ideally consume on someone's own time after missing it. Yeah. And I encourage folks to, test, like, other channels as well. I'm a huge fan of LinkedIn, and so I don't want anyone to take away that I'm telling you not to focus on LinkedIn. But we've even dabbled with, like, YouTube playlist. So cutting an hour long session into a series of clips, and that's a playlist that someone can just quickly go through, whereas sitting through forty five minutes of a webinar they missed may not seem the same. So repackage. Yeah. Like, really, like, try to think outside the box. A lot of what I say is if... I'm in the boat of, like, marketing to marketers. So I'm marketing to folks like me and you, Nick, and it's easy and it's fun, but I understand there are folks who market to developers. And I'm not a developer, so I wouldn't even begin to know where to start. But if you can understand, like, the consumption, like, behavior, right, like, I love Instagram. Why do I love Instagram? Or people love TikTok. Why do you love it? And it's the short, blitz clips of it. How do you get your long form to be like that? Kim, I see your note. We do not gate on YouTube, and, like, that's where our position on a lot of things like this is we want folks to understand, like, this is what we're trying to do, and this is a general strategy in the shift. And that... The more of us that buy into that, it generally is better for both, like... The more people that leave this this webinar and wanna go in on LinkedIn and wanna do more with their events, it's beneficial at the end of the day to both Nick and myself and our companies that we work for. But... So, like, it's not necessary to me to have to gate it. I obviously gated this when you all had to register, and that was for, your reminders and your links to get in. But, no, on something like YouTube, I would rather have a ton of people consume that content. Same thing with, like, a sponsored post. Like, the goal there is just have a lot of people bought in on a way of doing things versus a specific tool for doing it. I'll pull us one last question, So time is always one that someone asks. Like, if I have a slim team, I don't have a lot of time. I can't do all of this. Like, where do I start? Is there a quicker way to do all of this? I don't... I don't know where you wanna start to answer that question. I know kinda where someone's after in an answer, but I don't wanna say it depends. I'll let you start. Yeah, that's a great, great question. Thin team, maybe resource strapped. So the way that I would look at this is, to test and build or test and grow. And so we often, I know in these conversations throw up the full art of the possible and you know, the dream forces and all that that can be pretty overwhelming. So I break it down into its most critical pieces like you know that you probably have a registration KPI and need to do some pre event promotion and there's probably a format or two max that works really well in in that space. If you have the ability to run live, great. If you don't prerecorded that promotion of the content that you're putting the most effort and bandwidth into, you definitely should get out there. And then post event like we just talked about, I think clipping is like really easy and a lot of the tools that are out there today make it accessible inside of the platforms that are being used. And so that is a truncated kind of table stakes way to promote your event. And then the special sauce would be if you could sprinkle in the thought leader piece or executives, speakers, etcetera. And that just makes it simple. It's two or three formats pre, during, post and you can get off the ground and get some data and build from there. I I could not agree more. I think, we can't say this enough on this this session, but it really comes down to, like, the gaps in your business right now. Like, are we dealing with a program that has so much registration, but the conversion of it is the challenge? I would pick one challenge and try to test out to get impact there. I think what you'll find is that when you don't have time for something, when something suddenly has results, you have all the time in the world to do that. And you also will find more budget to do it as well. I would just say, don't try to do it all. So if you are running an active program and, you know, content repurposing is the gap there and it... It's gonna give you a higher lift, maybe you do one less webinar, but instead you take the best performing one and you repurpose content from it. See what happens. Right? Like, what's one gonna do? But I think where we fall apart, and I've certainly lived this, is where I'm like, I'm gonna run ads and repurpose content and launch a new bottom funnel series and also find creators and influencers to help me pump that up. It's just not only, like, is it so much work, it's also that it's hard to track when you launch so many different things. So pick something manageable and stack the deck in your favor so that you can see... You need to see the wins to create more time for it for sure. That's a that's a really great point that a lot of times we chase the content hamster wheel. Like, what can we produce next? Really great brands, content wears in, not out. So I know this is again a B2C high level example, but like we see the Coca Cola polar bears every single year. That's because it still works for them like fifty years later. So to your point, it's like we have... We probably have something that works that we can lean into heavier and really optimize to get the most out of it and that should save some time. 100%. Nick, this was so much fun. Thank you so much. I Is it fair to say you can find Nick on LinkedIn? Nick? There's a there's a small platform for professionals to connect. I am on that. Feel free to reach out. Happy to connect. And, yeah, I hope this is illuminating. Just maybe put some light on the darkness around some of the things that that you can actually do on LinkedIn for events. Thanks for having me. Yeah. Thank you so much. If anyone has more questions, feel free to connect with Nick or myself. I'm always happy to hop on with fellow marketers to chat through some of the challenges. It's just nice to bond with other marketers. But if I don't see you via DMs or email, I hope to see you on the next insider coming in November. With that, hope you all have a great day. Thanks, everyone.