Name: STEAL THESE BEFORE, DURING & AFTER PLAYS
Uploaded: 2026-09-03T16:31:29.435Z
Duration: 53 min 53 s
Description: STEAL THESE BEFORE, DURING & AFTER PLAYS

Transcript for "STEAL THESE BEFORE, DURING & AFTER PLAYS": Hi, everyone. I'm Amy Lucia. Welcome back. I'm chief marketing officer at Cvent. This is part two of behind the rebrand, the inside story of our rebrand, the event that launched it, and how to get your brand working harder for you. Really excited to be with all of you again today and that you're investing your time to be with us. I have the opportunity to review the questions that many of you submitted in advance, and we'll try our best to cover all of those. I think we've we've successfully put them into our content for today. We'll also have a q and a at the end. A few quick things, even when we're recording, so the replay is gonna hit your inbox, and you can drop your questions in the panel for q and a anytime. We've got two quick polls for you today. So tap those when they pop up. And remember, your registration likely covered all three sessions, so you're all set for next week. And we hope you will join us then as well. We've got some really great footage and behind the scenes things to to share with you. Okay. So last week, I'm actually gonna move my notes a little bit so I can stay on track and keep us on time. So much to cover. Alright. Last week, we covered the strategy. So we knew it was time for a rebrand and how we built the case. We gave you all some tips, and a framework that you might wanna consider. I was, surprised pleasantly to see how many people were actually already in progress on their own rebrand. So that was pretty interesting. But today is the playbook episode. And before I bring in my partner in crime today, a little context because I wanna be really transparent with you about what actually changed for Cvent. So, traditionally, we treated events as a point in time, and we created content that we thought was best for the actual show itself. Of course, we use content to invite people to the event, and then we use content during the event. And then we use content to follow-up on the leads of the events and post, you know, emails and things like that. Maybe a few social posts, and then we called it a day, and that worked for us. But then, we realized a lot of this, needed to change. And that changed with Goldcast coming into the Cvent family, which we learned is that events can be a massive growth lever for your brand, like I talked about toward the end of part one. And content from your events is actually a performance lever. So we've got two things going on here. We've got events, content, if done well, can build your brand before, during, and after. And then we've got this idea that events can be this major performance lever, for a long time after your event. So once you see it that way, you have an opportunity to get so much more intentional about how you do everything from the beginning, etcetera. So we basically tore up our playbook, not our planning and not our goals because we've always had those. And we our event spreadsheets are down to the dollar. We meticulously track everything. But what we tore up is how we thought about content, again, the before, during, and after. And the person who has lived that change is Kelly Cheng. So I'd love to bring Kelly Cheng onto screen. Kelly is the former chief marketing officer at Goldcast Events and a very respected peer of mine. As you know, Goldcast Events is a Cvent company, as I mentioned, and Kelly is head now at Cvent of our strategic initiatives to help support the marketing community. So we're gonna be making even more investment helping our marketing community flourish, and grow as well. So I just wanna thank everybody who's here today, whether you're a marketer, an event planner, combination of both, hospitality professional. We've got something for all of you. So thank you for coming. Kelly, why don't you take us through the seven plays that we're gonna cover? Awesome. Thanks, Amy. Hi, everybody. Welcome. And so here's the whole playbook upfront, and you'll see where we're going. There's seven total plays. There's two before the event, two while it's live, and two afterwards. And the thing I want you to notice before we go too deep in any of them is that they're not seven separate tips. They're they're a chain that they they work off of one of each other. Your goals feed the room. The room feeds your content plan, and your content plan runs before, during, and after the event. And then we're gonna run the whole chain back at the end. So for now, just keep this in mind as we go. Alright. Next slide. So let's start with the play that's going to sound the most obvious, and that's exactly the point. This one here is a level set. Play one is to give the event a business brief. Most of you have goals for your events. We always have. We've always been do we've been doing this for a very long time, and goal setting is a critical part of that planning process. And our event planning, like Amy mentioned, goes down to the dollar. So we're not just looking at hard costs. We're looking at how people are spending their time and the ROI on that combination. So nobody here is inventing goals, and I'm not gonna pretend that we did here. So here's the actual point. You you have to really understand your goals before you can even think about your content. And that's why this play comes in here first in a a content playbook. Next slide, please. So the event brief asks, what's the theme? Who's keynoting it? And, you know, what's the run of show? But the business brief asks these three questions. Number one, who are you going after? The audience that you want in the room. Number two, what are the outcomes that you want for them and with them? And that can be pipeline, that can be new members, that can be loyalty, that can be relationships, like, whatever really your business needs. But what are the the business outcomes you're looking at that? And I I really like that framing of outcomes because for them and with them, keeps you honest. And, you know, let me spell out that difference. Like, for them means that you hope it's what you hope they will get out of it, what they will learn, who they're gonna meet, the value that they're gonna walk away from, whether, you know, they ever buy from you or not. That's, you know, with them is the outcome. Your organization is hoping to achieve. And I think that word matters, like, with with versus not from. Amy, anything to add there? Yeah. Thanks for unmuting me, team. Yeah. I think that we often think about, you know, what is the the outcome we want for us to host to the event. Right? But, obviously, we also want people to have an incredible experience. So what's that brief for the experience they're gonna have, the outcomes that they will get, and then what we also want who are, like, investing in that time to bring them there, as a captive audience. So, I think the the biggest the biggest thing that I just wanna make sure is, you know, what is what is the thing we tore up? We tore up that that what? That content piece. Right? And Yeah. I'm glad you did because to the. But because by by all intents and purposes, Connect was running really well. We had all these great numbers. We had great, feedback from our customers who would join us on-site. But then again, that content piece is something that we realized when you came in, we had a lot of work to do. Yeah. So that's the third piece. Like, what is that content promise? What content is going to show up at your event to deliver those outcomes for the people that's in the room? What's in it for them? And that's where the content layer comes in. So then the next question follows pretty naturally. What are you gonna do with that content afterwards? So, next slide, please. Because if you are creating content for your biggest themes, you already know what to repurpose. So the chain is goals, then the content promise, and then the con the content plan that runs before, during, and after. And the test that'll that I'll give you is pretty simple. If you pull up your last event brief, just dig into your folders, pull up your last event brief. If your event brief reads like a run of show, then that's not a brief quite yet. So write it down before planning starts and get sales and marketing signing that same document, and here's why that signature matters. If sales and customer success learn the goals after the invites go out, they can't help recruit the room and bring the people that we all want to connect with, and they can't work it when they're they're in it. So the brief is really where that follow-up starts, you know, months before the actual event happens. Yeah. And I think, you know, one of the things I love most about events, I talked about this a little bit in our previous session, was that, you know, you're already investing the dollars in an event. So, the dollars that you're investing can work harder for you. And a lot of companies, don't have a lot of money to do brand building budgets, right, or to invest a ton in just brand awareness or building brand familiarity, which we talked about the difference last time. But in this particular case, we've got this event. We've got this captive audience we're bringing in. We've got the opportunity to take all those moments from a content perspective to build the brand and then also achieve those outcomes, which Kelly will talk about in a second. Yeah. So to reiterate, you know, we blew up the content playbook, and that is the honest answer. Nothing about the event was broken and nothing about the event was missing. What changes that we stopped treating it, the content as a supporting act, content. for the show, content. to invite people, content to follow-up on leads. That was the old motion, and it worked fine. But the new motion treats content of the growth engine, the engine that runs before, during, and after. The same, you know, great connect, but the new content playbook around it. Yeah. Alright. Let's move on to the next slide. Okay. So event led growth. So this is the belief that lives underneath all of this, and we call it event led growth. favorite topic. It's the idea yeah. The idea that event is not the finish line. It's the engine that that you know, when your teams plan an event, it typically ends when the room empties, but we plan it like the room is emptying as the halfway point. And here's why it really matters more than ever. All of us here know that we are deep or we're we're in the age of AI. Almost anyone can generate infinite, you know, generic content. And the content that usually services, the content that people trust usually comes from, you know, real humans in real rooms. And your events are really where that content lives. You know, you're putting your subject matter expert on a stage or putting a big influencer and thought leader on a stage. Why not capture it on video and use AI to help repurpose it? And so, you know, that's really how you scale that human connection. So for the rest of this hour, that's the playbook, those seven plays before, during, and after, and every one of them is built for you to steal. Awesome. Is it time for a poll, I think? Alright. First. poll, how do you measure event success today? Nobody sees your specific answer. We just see the aggregate answer, so so feel free to be as honest as as you want there. And keep in mind during can select as many as you can yeah. you need. Yeah. Oh, that's a good point. Yeah. Select select multiple if you need to. I think, by the end of this hour, Kelly's gonna try to help help us move the needle on some of these. Alright. So looks like most people are measuring success with registration and attendance, Mhmm. Very is. which is typical. Yeah. And I think that's important. That's that's one of the important metrics for sure. Right? Yeah. Absolutely. Alright. Let's go back to our presentation. Alright. So where do we start here? Back to before anyone registers. Right? Yeah. So it starts before anyone registers. You have to recruit the room that you need. So let's move to the next slide. So play two after you create the brief is to recruit that room. And so here's that mindset shift. You're not just marketing an event. You you're actually curating who's in it. The value of your event is decided before day one by who's actually in the room. So now what does that value mean? It really all depends on your outcomes, and this is really important that not every outcome is pipeline. You. know, for some of you, it's at pipeline absolutely. But for others, it may be new members. It may be loyalty, relationships, customer trust. The play is the same either way. You have to get crystal clear on those outcomes that you want for them, you know, for and with your attendees. Again, for them is what you hope you'll they'll get out of it and with them is the outcome that you have listed out in your your business brief, and build your invite list around the people most likely to create those outcomes with you. And, honestly, that's the the big mistake that I see a lot of teams make with this play is that the invite list gets built from who looks like a good target instead of curating that exact room that you need. So Goldcast Events, this this ran on two different levels. Level one is the event itself. So our priority was on-site registration and attendance with virtual as its own layer on top. And I I mean that it it is its own layer. Virtual is not a consolation prize. You know, some people, you want most will never get on a plane, but they'll still watch and they'll still engage and they'll still take a meeting afterwards. So you set targets for both and you program for both. And then level two beyond the, you know, in person registration, on-site attendance, and virtual is that curated layer that's inside the event. So the the dinners, the executive experiences, the happy hours, each one of those are designed around, you know, what we wanted to create for and with people in. And so you can quantify this however fits your outcomes. Pipeline in the room, if it's demand gen event, membership growth, if you're an association, retention, if it's a customer conference. The point is that, you know, you have to know what you're recruiting towards. You give sales a real recruiting goal, and then you track your registration against those targets every single week. And you can adjust while there's still time and, you know, adjusting it is concrete. If a segment that you need is lag lagging, that's a targeted push to that segment, not more promotion in aggregate. Alright. So once you know the room, your content plan has has three jobs to get them there, to get them engaged at the event, to get them engaged after the event, which takes us to our next play, play number three. Okay. So plan the after first. So now that you've, curated the right room and you know the outcomes that you want for them and with them, that's when you decide the right content deliver those outcomes, which brings us to this play here. And I want this one tattooed on every single marketing team's wall, plan the after first. Before we open our doors at Cvent, we had already picked out 10 sessions that we wanted, content from. So before the event even happened, the repurposing strategy was already decided, Yeah. But let's tell them how. that changed. Let's give them a little. bit on the how because, like, how do we even know, you know, which Yeah. So and this this is, you know, something that I learned coming into Cvent. A a a cool little trick is to put out your registration, have your attend registered attendees to start building an agenda and seeing the volume of which sessions are getting the most interest and the number of people, reserving a seat for their butt and. making those the top 10 sessions that we repurpose just given that demand. So that was a a pretty interesting signal for us to use. Yeah. Really helpful. Yeah. So for those 10 particular sessions, you we were pretty rigorous in making sure that the content alignment was there. Our speakers for those sessions got really, really tightly aligned around our thought leadership point of view. The sessions got built out to be cut into content segments that really made sense. So the way that we built out run of shows were were built for repurposing afterwards. And that is a real design choice. It's not just like a vibe that we hope for. Mhmm. Because, you know, as I mentioned, sessions have segments. They have themes that run through in different, like, hot takes that we might want to cut out, and so those have to be planned moments. Right. And that consistency matters. it has? to Because we we talked. about that in our last session too from a brand perspective. So getting everybody aligned. was really important. Yeah. So every one of those 10 had a captured a capture plan locked before anyone even showed up on day one. Yeah. Alright. So, and I think too, you know, the other piece is about, social is just one channel. Right, Kelly? There's Yep. other places that you're repurposing. Right? Yeah. So, you know, you do have to decide which where each piece is going, and that's what, you know, is your repurposing distribution strategy. And everyone defaults to social. Like like you said, any social is great, but it's just one channel. You have your sales follow-up, your nurture programs, your your community spaces, your website, your customer emails. Each one, you know, has a different way that you can use a different piece of asset from your event. You know, your social clip wants vertical video, and you'd have to have a hook within the first three sec seconds. So there is complexities that you'd have to strategically think through as you look at your 10 content session plans and where you'd wanna distribute it based off of the actual segments that you cut up. So it is not something that you just walk into your event and walk out hoping that you get. You have to be very strategic in planning for this outcome. Okay. So I think we have a a slip poll now. Right? Kelly. already told us what would be ideal from Cvent learnings, but just again from your perspective, where are you with content repurposing? When do you plan repurposing for your events today? Yes. Let us know in the poll. And no. This was a this was honestly. a paradigm shift for me before like I said, before Goldcast. I mean, you know, I was very experienced in planning that content to promote, like I said, the content there and then the social posts and things after, but not this full thoughtfulness. And it's really been a game changer for a lot that we do. Alright. So interesting. Looks like we got a good good set of people doing before, which is great. Kelly, the door is open. Thousands of people are here. Alright. What's different on the ground? Alright. So there's there's three plays while the event is live. Let's bring the slides back up. Alright. Let's let's move into slide number four, which is run the live content machine. And so attention peaks during your live event, and it decays pretty quickly afterwards. So you do have to think about publishing like, the timing of your publish to publish on the peak and really understand that, that during phase is doing two jobs at once. Number one, you're you're curating the right moments to engage the people in the room with your content in a meaningful way, and you're capturing that same content so it can live on afterwards. So it's the same moment doing two different jobs. So at Connect, we staffed a live content team with a shot list for, you know, the the top 10 sessions that I mentioned before. And a shot list is exactly what it sounds like. You know, before the session starts, the team knows which moments they're going to get the the big claim, the framework, the demo moment, the audience reaction. They're they're not recording and hoping. Like I mentioned, they're actually hunting. Clips are are getting cut while sessions are still running. You you know, the content and the content was going out while the event was still trending. So you do have to be very timely with being able to repurpose your content to make sure that it is still relevant for the market to to consume. Yeah. So here's the thing that I think that some people might be asking, you know, okay. How you actually do that? Do you need a whole video production team? What's the technology? I mean, that sounds like it could be really expensive. So share a little bit about that from our perspective. Yeah. Yeah. That's a really good question. And and the answer is less scary Gary than you think. The video feed from your stage that you're recording runs through, what we call an RTMP feed. It's it's like if you're familiar with API keys, that's kinda it's kinda like an API key for video feed, which is just a live video connection. And that live video connection can be plugged straight into the Goldcast back end, which is what we use to repurpose content. And an hour of, stage content takes about an hour to process. So when it's fully done, what's gonna happen is that it's fully transcribed, and AI has gone through that transcription and found those key moments for you and clipped them up for you and applied prebranded, you know, templates so everything is on brand. The like, an hour the session ends. Okay. Everything's sitting there ready to go. But what if I don't have it scheduled to be recorded by a video production team? So, like, I'm running a small event. I'm standing in the back of the room. I have my iPhone. Can I do it? You're still in business because you can just record from your phone, and upload it into Goldcast, and it's this exact same processing running. So about an hour of video recording takes about an hour to, to process. You have your transcript, your AI found moments, your branded clips. You don't need a production team. What you do need is just the plan to capture it. Yeah. I think we have an. example. Right? Because do. Yeah. Let's move on to the next slide. So and let's do another click here so you can see. So this post actually came from Amy's LinkedIn. She, had a keynote session about three hours after our. our morning keynote, and we were able to showcase a repurposed clip from, the the highlights of the keynote from the morning during her session in, three hours afterwards. So it does not take a big video agency or video production team. Yeah. Really, it's based off of the intent and plan to actually capture it. Super easy. Yep. Yes. Alright. And I'm actually going to have, this, the slide stop share because what I wanna do is actually show you the back end because I think it's really. cool and helps you this is really helpful. to bring it to life, kinda seeing, like, what is the environment you can be working in to do this. Yeah. Correct. Alright. So this here is the Goldcast back end. And so this on the right hand on the left hand side is that full transcript that takes a full hour to to, process. But once it's done, all I can all I need to do is highlight the transcript and just say, let's create a clip. And so in a few seconds, that clip that I just created from highlighting my transcript text is gonna show up in my clips folder right here. And super easy to create make on brand, I've got all these really awesome templates that my team put together. I can just select the one that makes the most sense, the the connect branded that's horizontal. Perfect. So I apply all those changes, and I have my pre like, my my intro video and my outro video all set up with all the the captions also on brand and super easy. There's also a way to create a blog post from the content of this event. I can go ahead and, you know, select my brand voice, give it a specific prompt from the content that I wanna create long form content with, and just hit generate. And, you know, the blog post will then start writing, and it's a good place for me to start editing that that long form written piece of content. And what it also is able to do is create multimodal, assets, which which means that it's a combination of text and video. We know that SEO works better when there's video involved embedded on a on a web page. And so this is a great way to kick start that strategy. So if anybody has any questions for me about Goldcast and Goldcast Events, feel free to reach out or put it in the q and a tab. Awesome. Let me ask a good few. Alright. So we got another play to to hit here. Yes. Alright. It's play five, if I remember correctly. Play number five. Alright. Alright. So play number five. Oh, shoot. Give me one second. I just lost my place in the notes. Okay. So working the room. So recruiting the right room only pays off if you design the experience around the outcomes that you want and the people with it. So bringing us back to play number one with the brief, it always connects back to to brief number one. So at Connect, the curated layers ran as first class programming, not side events. And first class means exactly that. They had owners. They had budgets. Each had a run of show with the same, you know, discipline as the main stage. Because for the people in the room, the dinner is the event, the executive experiences, those dinners, the happy hours, the programming that we built, for the audience that we're growing. This sales teams knew who were in the room, which experiences there those accounts are part of. And so those right conversations could happen naturally in the moments that we designed for them. Yeah. In our particular case, that also included customer success and some of our teams that were on-site to make sure that we help support our customers in having not just a great experience there, but also getting key questions answered, you know, live in person and capitalizing on those kind of relationship moments as well. Yes. Because when you, you know what you're trying to create for each person at your event and with each person in your program accordingly, the room starts doing the work for you. The relationship that you wanted deepens at the dinner that you planned, and none of it is by luck. It's it's real programming. Alright. So you've worked the room. Let's move on to way, the next play. me that phrase I keep using radical intentionality. I shared it in our first one. Mhmm. You're gonna hear Kelly and I in session three when we talk about the flip. We're gonna talk about how radical intentionality is an absolute game changer because you can have a great idea, but but if you don't execute with excellence, then it's nothing. Right? It's not gonna be successful. So I think you're hearing a theme here throughout these, which is be super intentional, and then it really does pay off. Yeah. Alright. So moving on to play number six. And this one, is a a special one. So there's, one message for every employee. And and, you know, this is the one that I do see missed a lot of the time. The the planners and the marketers do a really great job planning the event, but nobody gets the rest of the company on the same page. Everyone who works for you, who's at the event is part of that experience whether you plan for it or not. So plan for it. Your brand channels reach your followers. Your employees reach everyone else. Your buyers trust people more than logos. So we really, really make sure that you enable the the employees of the company and the people working the events to also show up, as much as any marketer or planner would. And and this is what it looked like for us. We equipped, our people in advance, like, well in advance with brand trainings, our know before you go, you know, conference prep webinars, the messaging and the assets that that's in everyone's hands. So everybody has all the information and all the details. But we also know how, you know, companies work and teams work. People are on PTO. They've got, you know, conflicting meetings. They skim the email, maybe a few stragglers missed the training. And this moment, Amy, this moment was just way. way too important. It. mattered way too much to leave to chance. So. in the morning of the brand launch, Amy, do you wanna talk about. what you did? I made everybody get up early and show up at 07:30 in the morning because that was I don't usually do a pep rally in in front of every single event. When there's a major thing we need to all be aligned on, it's important to do that. So I had a 07:30 on-site, before the brand flip kinda meeting with the whole company, and I was running around the stage like a crazy person already, like, on my second cup of coffee. And people were just kind of waking up. But, it was really, really important because I was able to remind them these are the messages. Don't forget, we're all changing our shirts into our shirts after the keynote. We're switching our lanyards from blue to green, which was so cool that so many of you noticed those details. Of course, you would notice those details based on the profession that you're in, but we were really stoked that you noticed all that. But then, you know, the whole thing flipped after. Right? And it wasn't an accident. Everybody was absolutely aligned, and that was my last chance to make sure that every employee was really clear, could answer any questions or get any questions answered, and then we we all moved forward. And I think they did a pretty good. job. So That was a that was an awesome pep rally. Definitely got everyone amped up for what was gonna happen in a few hours after that. But I think there was actually one more role, under this play that is worth naming because it's free and almost nobody assigns it. Your people can be your real time capture team. I think some of the best in the moment posts come from someone that's in the room. Maybe it's like a selfie vertical video of them recapping something that they just learned. And whose whose job is is that to catch that nugget, to snap that photo, to get the word out, to start, you know, an x thread about the topic that's being discussed on. stage. Give people roles, so that they can own the message and own the moment, and you have to make sure that these things get done and and there's accountability and an owner for it or else you're not really it's not going to happen if you leave it at a chance. Yeah. And then, so now we get all that done. You've got your captains in the rooms grabbing content and helping to, capture that for repurposing and or even in our case for, you know, posterity's sake. Right? So we have the record of what was happening. So the event ends. It's over. Everyone flies home. Most teams exhale. I know that some people ask me in the last session, did you guys take PTO? And some people in the event team absolutely went on PTO. But, in in this particular case, you know, what what would really happen after as well? Yes. Five seven. play number seven. Mhmm. Yes. Running that ninety day engine. So this is where your event budget stops being a cost center and starts compounding because of that distribution, that repurposed distribution strategy and calendar that was built before the event. And the owner of that, you know, strategy was named before the event, And your engine just started, the moment the sessions ended. You know, you have to get your fast clips out first and your deeper assets out later. So let me actually spell it out what that sequence looks like because the order is the strategy. So after you go home, week one and two, the clips and the the, you know, key social moments ship while the attention is still hot where your hashtag may still be trending. People are still talking about it after they fly home. Get those out the door. Week three to six is really those longer detailed session write ups, the recap content, those nurture emails built from the transcripts that you already have. Then week six to 10 is, you know, the those really deep assets of your you you planned a session. Let's say, for example, like, the 10 tips to increase, you know, event performance. You can turn that session into a playbook that's, you know, a lead magnet further on later down the line. So those, you know, really, really deep assets, those reports, those guides, those pieces that take the best thinking from the event and turn it into something with a really long shelf life can can come into play. So each one of those weak phases, waves, they feed into the next one, and none of it actually requires new source material because all of it came from the same 10 sessions that you had originally planned and mapped out, which is the beauty of all of this. And, you know, sales got content mapped to the exact accounts that were in the room, Yeah. which means the account sat in on that AI session gets the AI clip in their follow-up and not, you know, the typical generic thanks for coming email that everybody gets. Yeah. And I think too, it's also a great thought leadership, Amy. When you're putting content out there from your events, it also establishes you as a credible thought leader. And that is a very important brand builder as well as we talked about on our last, session as well. Now I think we have some stats, right, in terms of the performance of us doing this for Connect? Yes. Yeah. So we are so we have a plan, to repurpose for ninety days. So it's like a three month post event repurposing plan. We're about fifty days out from Connect. And so far, all of our branded content, has generated around 1,600,000 impressions and around 1,500,000 video views. And a video view is for anyone that watched for longer. than five seconds. that's online. Right? And so that's one of online of. the metrics that we set. So just to kinda give you an example, Correct. and that's just, like, free organic. Remember I talked before about if you were in session one about not having to spend a lot of money to to grow your brand and to to send your message out there. Right? Yeah. So I did ask Kelly, though, if we wanna move to the next slide. I said, you know, like, if I put on my CMO hat, how do I grade all of this if I'm thinking about, okay. This is great. I get it. Repurpose before, during, after you guys said it 15 times. Right? But how do I grade it? And I think it'd be worth just spending a little bit of time on that. Yeah. So you simplifying in the first line, you grade it against the brief. So bringing it back to play number one, And that's the whole point of writing it down when, you know, you did it in the first step. So a quick reset on a phrase that I used earlier. Event led growth just means that the event is the engine, not the finish line, and you measure it that way. Right. So did we get audiences we set out to get? Did we create the outcomes that we wanted for them and with them? And then you keep grading for, you know, ninety days on the content piece. Obviously, we know that the ROI for events is much longer than ninety. days. But on the on the recurposing side, I do wanna call out when the that those one point five million and one point four million video views, those are people we wouldn't have reached outside of Connect, if we didn't have this repurposing plan. And it's all through organic. And so it really, really was almost free for us because we have the content. Exactly. We have the thought leadership. Mhmm. All we needed to do was get it out the door. so the world can see it. So I I I love that framing of it because it's it's things that we wouldn't get, but it's it's simply just a free act of posting and planning ahead. Mhmm. You know, from the event led growth perspective, you know, we have talked to so many fellow marketers, event planners, and there's a very consistent response we get, whether it's a formal survey or an individual conversation, or even us ourselves and how we think about running the business. It's about how do I get the ROI on events or what we sometimes call ROE. And, I know that based on one of the previous polls, I can tell people are still working through that. So, the event like growth piece is just something that we actually have a lot of content for you on. We can't don't have time to get into that in this webinar. But Kelly's got some resources to show you on that. Why don't you just talk through that really quickly, Kelly? Yeah. Oh, this is, the wrong slide. Sorry about that, you guys. So but if you head over to the docs tab so click over to the right hand side of your chat. There's a docs tab that's in between, chat and q and a. There's three resources that I have for you here. We have an ebook called the event led growth for dummies. We have an event led growth maturity model where we have a survey where you can ask them answer some questions to identify which level you're at in that maturity and get those individual steps to take to increase your maturity. And then we also have a masterclass and certification. This is a paid masterclass and certification for event led growth. So you can go through and get certified on that, that strategy. Yeah. So let us know. We can talk more if you have any questions in the, q and a on those, but definitely grab those resources. Steal them. Okay. Yes. Alright. Let's to our back. a to our app, and place. actually. Let's go back to the scorecard slide. I do wanna make a quick note on here. So on the ELG scoreboard, you'll see that for, there's money in the room here, and I wanna be very careful of that idea. So because for Connect, the value in the room was was way more than just dollars. It was relationships. It was rapport and trust with people who matter most to us, including a lot of you who are watching right now, who were who were there. But when we run a demand gen event where pipeline is the outcome, this is the scoreboard and, you know, it's a much sharper one than just registrations and a satisfactory survey. So pick the version of the scorecard that matches your outcomes. And this this money in the room comment Kelly uses is when she's thinking about, like, a specific demand gen event. It goes back to what she said earlier about how when you're mapping your target audience, but you're not just saying, this is the profile I want. Let me try to see how many people can show up so I hit my target. You're basically saying, this is the curated set of people I want to attend, and I'm tracking I I'm putting a number and quantifying that. Then I'm understanding what is the value or potential value of what's in this room by whatever metrics you're using. So that's that's a really cool metric that I think is good for your demand related events. Okay. Great. Okay. Let's run through all of the the the plays. Alright. So as promised, I mentioned at the top of the hour that there is this book there's the playbook, the seven plays on one slide. So screenshot this one, and let me run it back as one story. There are chains. So it starts with the brief play number one. Understand your goals, before you touch your content. Once you know what your outcomes are or what you want your outcomes to be for your attendees and for your attendees and what you want with them, you recruit for the exact room that you need, not a list of people that look like good targets, but the exact room that you need. Once you know the room, your content has has three jobs. Number one is to get them there, get them engaged at the event, and then get them engaged after, which is why you plan the after first. You already need to know what content needs to exist. And then the event goes live, and you have the experiences that you curated delivering on the outcomes each person was invited for while the live machine engages the room with your content and captures it in the same moments. And your employees carry, you know, that one message, during the the event and it all lands louder when, you know, they're all unified. And then the ninety day engine takes over. That one event that you have keeps performing for a quarter after that live moment, happens. So if you only steal three of these plays, you know, the three that I would pick would be, the the duh one, the the the event brief. You have to have that one. The second one I would I would steal is to recruit the room you need, and then plan the first after. Those are those are my three. Alright. Well, I think we're to q and a time. Is that right? That is right. a lot of good questions in the do. have questions, Mhmm. yeah, please please drop them in the q and a tab that's on the right of the main stage. I'm gonna go ahead and start sharing some of these to the stage. Alright. First one, do we have an event brief template that we found to be valuable? You know, it's it's interesting. We have quite a few templates. We shared a few, in our last session last week, and we are going to package up a set of templates that we can give to you after the third session. So, I think we do have something we can share here. Right, Kelly? Yes. We do. So after, after the series is over, we're gonna be following up with this playbook, actually templatized for you with more more goodies for you to steal. And so keep an eye out for that coming up. Yeah. Alright. Next question from Paola. Right. We put on fairly large, not Cvent connect large events with a small team. What are your recommendations for applying these concepts to a small team? This is a really great question, Paola. I think that no matter how large or small your team is, take a look at that list of seven plays. And I think, like, that's where you would start with stealing three. Don't, you know, start with all seven. And, really, I would I would start with the three that I picked out, having a business brief. You're recruiting for that room and planning the content, especially with a smaller team. The repurposing piece of it is very critical so you can actually get more out of your event, for your team. So they don't have to always start from zero after the event's over. There's a content plan to distribute afterwards. So I actually think some of these plays work really well for small teams, to implement, specifically the the repurposing piece because it saves your team from having to come up with campaigns immediately after the event's. over. And I'll add to that too though. You know, I know what you're saying. Like, when you're on-site, there's a million things to do. So this could feel like a nice to have because you're actually dealing with logistics or other challenges or escalations. So I would say, if you have the luxury of having a video production team that's capturing the session you want, you don't have to be exactly in the room as that captain we talked about. That's an extra layer. But if you don't have a video production team, obviously, you would need to assign somebody to go to the sessions you want to capture. But you also maybe could perhaps take one of your other colleagues in sales. I don't know if or, another an executive or someone who's on-site. I don't know if that counts as part of your less than 10 team, but others from your company who are on-site, you could maybe tap them to be doing something with their iPhone in the back of the room and capturing. So, definitely definitely something to get creative about, but still possible. Great. I love this question. Let's see. From Deborah. Is there an extra fee to use Goldcast? So Goldcast is a virtual event and, digital event and webinar platform. So this platform that you see, this webinar right now is the Goldcast product. But we also have that content repurposing piece. So after every one of your events, your webinars, the repurposing is automatic if you use the webinar feature. But the the content repurposing is actually also a free trial. So you can get started with Goldcast for free by repurposing your content. You can repurpose an hour of video every single month, for a whole year. So if you run webinars once a month, that's free. Free repurposing every every single month if your webinar is an hour. So feel free to go check it out on Goldcast. That there is no fee to repurpose. It is free. Alright. That is all good. Okay. We have this question for Meredith. How do you handle content from an event that is client invite only if we want to reuse content but don't want to give away everything to non clients? This is a really good question. I think that there is creative ways that you can do to to gate, some of the the repurposed content or tease, the some of the content. You you don't necessarily have to clip up and give away for free, like, the most valuable piece of it. But maybe it's a teaser that gives them gets them more interested to say, hey. I actually wanna finish this thought out, and go and, you know, maybe submit a form to to learn more. So I think that there's ways that you can tease out things without giving giving value away for for free. Amy, what do you think. of this? I agree. And, of course, you know, obviously, like, when you, give people access to you can give people access to certain full session content as well that, you know, is is gated as well for certain attendees. I think that's fair. I think the teaser piece is really key because there's a lot of things you can do from a brand. Like, there's those sound bites that are more brand building sound bites that aren't really giving away, critical things that you don't want everybody out in the world to see. Or if you're repurposing and then you're doing a targeted email to those who attended, that repurposed content would be going just to those who who were in that particular session that you targeted because email's a little bit more targeted than maybe online, and that's where those different channels come into play. Alright. And I think, Amy, this question is for about your your phrase, radical intentionality, which I really, really like. What are your defined roles? Oh, gosh. We have so many roles that we define, and it doesn't necessarily mean that, you have to have one person in each role. Like, Kelly and I are gonna go through that in the next session. So we're gonna go through the whole playbook to, like, prep to the event, who was on point for what, and including the content pieces. And then, what was their role on-site to to manage the flip. And I just wanna reemphasize. Like, I know people were really excited about the flip, and we were so excited that you liked it. That was amazing. And the marketing team was, like, so happy and in tears because you loved it. Like, I have a video. I'll show you next week. And the marketing team, like, literally, everybody was crying because people had such a great response. Makes me cry thinking about it. But, there are very important defined roles, and that's one of the things you'll also hear when I put out the video. We're doing a a video that tells the story, as, like, a full I won't call it a documentary. But, and and in that, you'll see me talking about how, those roles and responsibilities were so clear. And, the Friday before the event, I actually was like, we need one more checkpoint. And I got everybody who was a captain assigned to a certain aspect of the event. I got everybody on a call, and I said, let's go through. Do are we clear what your role is? At what time? What are you doing? What is your escalation point? Who are you calling if you can't get what you need? Do you have the cell phone number of the vendor you need to call? Very, very intentional roles and responsibilities, and then people kinda literally signing off. Yes. Yes. Yes. But back to my comment about the brand flip, I also wanna make sure that next week, we can help show how that translates to making a memorable event even if you're not doing a brand flip good event because not everyone's doing a brand flip. But there are some things you can steal from that playbook as well, the radical intentionality aspect of that and what that looks like to do anything really cool and to make your event memorable. So we're excited to share that with you next week. Yeah. I'm really looking forward to that one. Cassandra. We've got one last question. So if. there are more questions in, the audience, please feel free to drop them in. Last question from also coming with Cassandra. How does the team utilize all of the AI enhancements acquire required help you move these concepts forward nimbly and accurately? K. Let's break let me break this down. So, for the plays that I presented today, the seven plays, there is AI running through them. The the heaviest AI usage is the actual repurposing piece where we use our own tech Goldcast to do that, you know, plugging in that RTMP feed directly into the back end. So we didn't miss any time, from upload, download, upload, download. Right? And so that was probably the largest piece of using AI to to make a play happen. But the team also, you know, in terms of creating content, used a lot of AI to help with the, you know, templating, brainstorming, conceptualizing, really getting to the final final delivery point of those top 10 sessions. Lots of AI was used to help enhance and support the work that the team was doing to make sure that everything was aligned. So yes, there was a lot of, utilization of of AI. And I Amy, I don't know if you want to talk about the brand skill, at all or you if you want to save it for the next one, but, that was also a big piece of it too. Yeah. I mean, we can talk about it quickly. I would also say the the thing that just wearing my brand hat as well. I think it's really important when you think about AI to have your brand standards for what you're gonna allow AI to do for you or not do do for you. So when we developed our new brand, Kelly, Kelly behind the scenes today, but, she's watching and she'll be with us next week. Again, Kelly my vice president of corporate marketing. She's the brains behind the the brand, and and the event team is is underneath Kelly leadership as well. And, we had a long conversation about, you know, what's our philosophy on, like, photography as an example. Like, we won't use AI generated imagery, for our brand, or, we will allow AI to help us, complete tasks like repurpose content or string things together, but we won't every things need to be authentic for us, right, and for our brand. So, also just make sure that's just a brand angle on that question, which is, like, make sure you know your line. In this particular case, we're not talking about anything that isn't authentic. Right? This is your authentic content we're talking about. But make sure that I would just say, in general, when you think about marketing and use of AI, just think about those brand standards as well that you wanna stay true to because AI has a lot of value to bring in multiple different angles to your marketing organization and your operating model. But then the brand standards are really important to get everybody aligned on. And then, yeah, for the the brand skill, I can I can talk a little bit about that? Kayla, I'm looking at Kayla behind the scenes. You go with me, give him a little okay. She's smiling. So what we did, also was we, our, agency, Wolf Olin's, we were talking to them about how our brand personality had changed so much, and our writing and communication style changed so much with the new brand. What's what's interesting is it it's actually more of the real Cvent. Like, internally, we're very, like, say it straight, call it what it is, a little pithy, a little fun, a little sassy, lots of laughter, lots of passion, and, we had kind of evolved to be, like, just a little bit more corporate. And and and, when we change the tone and manner of the brand, one of my concerns, that I discussed with the agency was, how do we make sure that all my people, like, all the marketers and all the people in the company can write on brand, speak on brand because it's such a shift. And that was daunting on the just being able to do that and having the capabilities, but then it was also very daunting in terms of all the content that had to be repurposed, or refreshed, I should say. All the assets, the data sheets, the website, all the things that had to be changed. It wasn't just a visual change. It was a complete, modernization of how we even talk about ourselves and the promise we make to the market about being a performance brand and helping every single customer of ours get more out of every event that they have from a performance perspective. So that was a huge shift, and it was very daunting to think about within just a couple months time period from when we finished and locked the brand strategy and identity to how we were gonna get all these things, you know, updated and, done on brand and on tone and manner. So the agency helped us develop. We partnered together on an AI skill that allowed us to basically have all the the guidance for the brand and the tone and manner and the tone of voice put into it. And then we were able to give prompts and then have content, repurposed into that. Like, we could take an existing piece of content, like an existing web page and say, now we have to update this, put this in, and then can you help us update it update that? And then, of course, human eyes would always need to check everything, because it was very, very important to steward our brand well. But it was it saved us tons of time. So we'll talk more about that next week, but that was a really interesting, resource for us that was a game changer for sure. Awesome. Thanks for sharing that. Okay. We have a great question that's actually segues back into our our slideshow. So Danielle asked, Yeah. I missed part one. Is there a way to watch it on demand? I saw Greg actually drop the link in. the chat, but let's bring our slides back up, for the next session. For sure. That's on demand. All three will be on demand, Yes. and then we're gonna release a little video, I think, in a couple weeks as well, which will be fun. Oh, show that one again. I think we've got some is that the one we have the oh, yeah. I showed this in part one, but this is some behind the scenes footage. It's been so fun to look at, you know, how it all happened during the keynote and what was going on behind the scenes. So really excited to share all that with you as well next week. Yes. Alright. Any other questions, or are we wrapping up here? Did we get them all? are wrapping up. Okay. Yeah. And by the way, good. for some of you who attended part one, there were just a few questions we didn't get to, and then I went back and I rereviewed the questions that you submitted when you registered. And we're just gonna make sure we tie off on all of those. I think we did a pretty good job, but there were, like, two or three I think we might have missed. So I'll make sure we hit them next week for you. But, again, next Thursday, same time, September 10, part three. Leave your mark. Like I said, this is not this is about through the lens of our brand flip, how you can make memorable moments, whether you're flipping your brand or not, and what it took, what nearly broke, the panic that happened ten minutes before the doors opened, when Kayla was the most amazing professional and kept calm. And I was like, this, and then every lesson we learned. So we look forward to seeing you next week. We hope you'll join. And If you can't join at this time next week, we hope you'll watch on demand. But we're excited to take your questions next week as well. As always, I am, I I am really, really, thankful that you took the time to just be with us today because I know time is money and time matters. So it's just really cool that you invested the time to come here from us today. So I hope you got something from the session. We look forward to seeing you soon. And thanks, Kelly. Alright. Thanks, everybody.