Brand & Content Strategy
Addresses the development of compelling brand narratives and content for events and marketing. Topics include thought leadership, brand building, customer journey mapping, and insights for CMOs on strategic marketing innovation.
Viral Moments
11
Clicks are out, mentions are in!
Authentic connections win
Authentic Content Goldmine
AI's Trust Crisis
Be unforgettable, not just present
Intent is a receipt
Content is king!
Content is Key!
Brand is a Business Driver
Rebrand with Purpose
Human connection matters
Key Quotes
4
“Events move emotions, emotions move behavior, and behavior moves money.”
“Post event value depends on whether pre-event and on-site signals stay connected.”
“We don't have an attendance problem. We have a memory problem. A memory problem.”
“Your brand's the one thing that can't be copied. You don't need a new budget to build it. You need the rooms you're already paying for and the proof to back it up.”
Chapters
28
Articles
5
In an increasingly competitive landscape, financial services firms are seeking innovative ways to connect with clients and drive business growth. Capital Group, a global asset management giant, has emerged as a leader in this space, demonstrating a remarkable transformation of its event program. By strategically consolidating fragmented efforts and embracing a holistic event ecosystem, they've not only scaled their reach but also significantly boosted their return on investment.
In the competitive landscape of B2B events, merely hosting a conference isn't enough; the true measure of success lies in converting event signals into tangible revenue. Mark Carrera, Director of Go-to-Market Technology at Workhuman, shares the company's decade-long journey of refining its event strategy, focusing on data accuracy, seamless integration, and personalized attendee experiences to drive significant business outcomes.
In an era where event marketing must prove its worth, Cvent, a leader in event technology, has cracked the code. Their annual Cvent CONNECT conference isn't just an industry gathering; it's a meticulously planned revenue engine. This year, the event broke records, generating an astounding $75 million in influenced pipeline and achieving a 473% year-over-year attributed pipeline growth.
In today's crowded digital landscape, marketers are often caught in a relentless pursuit of intent, meticulously tracking signals and optimizing for conversions. However, this session, "How Modern Marketers Win Mindshare Across Buying Committees," challenges this conventional wisdom, asserting that true demand generation starts much earlier: with mindshare. The key to winning deals lies not in capturing existing intent, but in cultivating a memorable presence long before buyers even begin their formal evaluation.
AI's rapid ascent has created a paradox for marketers: content creation is easier than ever, yet audience trust is plummeting. In this landscape, the very essence of brand becomes the ultimate differentiator. This session with Cvent's CMO, Amy G. Kramer, and marketing leaders Kelly Tang and Zach Napolitano, unveils how modern CMOs are leveraging events to build uncopyable brands and drive tangible business impact.
Sessions
4
