Unlock Event Revenue: Workhuman's Secret Playbook Revealed!

>> Hello everyone. Thank you for joining me today. today. I want to talk a little bit about how we turn event signals into revenue at Workhuman. As it was announced, my name is Mark Carrera. I'm the director of go-to-market technology for Workhuman. I've been with the company over 14 years at this point and have been working on Workhuman Live the entire time, all 10 years that we've hosted the conference. So, what we're going to cover today are where our signals originate, how we ensure data accuracy, quality, and control, how we convert attendee activity into actionable insights, and then we'll wrap up with a little bit of Q&A. Before we get into it, I want to launch a little poll. I just want to ask, where does your event data lose trust, ownership, or momentum in your events? Is it pre-event, during the event, or post-event? Give everyone a couple of seconds to fill out that poll. All right, and it looks like

overwhelmingly post-event is where post-event is where data and integrity lose trust, continuity, or momentum through your events. So, hopefully by the end of today, you'll have some tips and tricks to help you follow that story from pre-event to post-event and follow-up afterwards. Now, before I talk about our data stack and how we manage data, I have to give you a little bit of background on Workhuman Live. So, Workhuman Live is an HR industry event. This is our We just celebrated our 10th year hosting this year in Orlando. And it was born from a customer event about 10 years ago, but we identified that most of the HR industry events were beige, for lack of a better word. We like to refer to them as the basest beige that ever based. So, we thought let's bring not only our product suite out to market in a different way, but let's also bring thought leadership and talk about the topics that are present that day for HR practitioners. Taking a little bit of a look at the numbers today, the two that I want you to pay the most attention to are the gratitude moments and the product demos. You'll see that we had a 58% reduction in gratitude moments, but a 649% increase in product scan demos. I'll talk a little bit more about that when we talk about our onsite experience, but keep those numbers in mind.

>> [snorts] >> So, what I want you to do today is really steal our model. We want you to simplify your event architecture while making each signal more actionable throughout your event and post event. Again, this was built over 10 years. This is advanced, not theoretical. This is time-tested and proven through our events. And it's portable by design. The takeaway of this is not to be prescriptive about what technology we use, but to show you the ways that we flow the intent from pre-event registration or marketing to our attendees through the onsite experience and then post event for follow-up and sales. So, basically, the most important part of this is that the discipline needs to be in the handoffs. It's okay to capture data in a point in time, in a moment in time, but what you really need to be able to do is follow that narrative through capturing data. What are we capturing? Reconciling that data, you know, campaign membership, duplicates, mismatches, session statuses, mismatches, session statuses, attribution back to campaigns. What makes that data trustworthy? And then routing. Where are we sending this data? Who's going to act on that data? Is it sales? Is it marketing? Is it your customer excellence team? Who's going to take these points and keep the ball rolling, forward that narrative? And then measurement. How do we know that this data mattered? Are we seeing trends? Are we seeing revenue trends, adoption, attendance trends? What are our follow-up metrics? What's our campaign impact throughout the event life cycle?

Now, when we talk about tracking, it all starts with pre-event. Pre-event tracking is the first revenue data decision. It's not a reporting afterthought. For example, we use UTM tracking through our email, our social media, and our paid media. That allows us at the beginning of the event to tell us where our media spend and our social reach is effective or less effective. And it also allows us to draw that line from pre-registration through attendance, post-event, and follow-up. post-event, and follow-up. We also use speaker announcements and discounts and holiday codes to spur registration at times that there may be lulls. We also use speaker announcements as targeted posts at critical critical moments to spur those registrations where there may be lulls in activity or downtime in the market. And then discounts, flash sales, holidays, we time these around like Black Friday, holidays, fiscal year moments. And this is And this is used to measure offer response, our audience mix, and our acquisition timing. UTM discipline and time marketing actions make registration trends and attribution easier to trust. If you can say that that data definitively started here, it was this campaign, it was this social media ad, when you get through to that and you're evaluating either campaign spend for that year or if you're starting to plan next year's campaigns, it's vitally important that that data is accurate and trustworthy.

Now, everyone's favorite topic when it comes to events is badges. And I want to give you a little bit of a cautionary tale about badges that we learned kind of the hard way. Uh when we first started our event, we had a small number, maybe four or five badge types. And as we repeated the event and got more and more events, we added features to the event. We added an executive track, for example. We wanted to add customer specific sessions. And as we started to do that and accept all of the asks from our executives, from other teams throughout the business, we started saying yes to everything because we wanted to be everything to everyone at our company. And what that led to was eventually 18 different registration types and badge designs. I'm sure you can all imagine what a nightmare that is to manage through the registration process, through picking up their badge, training BAs or training staff to be able to know what those are, and then also training your sales staff. Just out of curiosity, just by a show of hands, how many people think if I picked one of those badge types and brought it up to one of my sales reps during that event and asked them what it meant, that they would know what it stood for? What the indicators were on that badge? Nobody, right? So, over the the years since that 18 badge event, we've parsed it down. And what we've done is we've gone from 18 to eight highly curated badge flows that allow us not only to identify the groups that matter and the groups that we want to action and report on, but it makes the registration process and the training process and even the job of the sales reps on your your show floor that much easier because they're not trying to think back like, oh, is the orange with an arrow and a star, is that a speaker customer pioneer? It's a much simplified experience. We also made it a point to call out the type of badge on the bottom of it so that it was easily to easy to recognize from far away. Basically, what the the takeaway from this is to simplify the front door, but keep the data needed for reporting, access, and follow-up. So, the one thing that we always say about registration on site is we want it to be completely forgettable. If an attendee registers for your event, pays, shows up, and the one thing when they that they remember when they leave is a horrendous registration experience, you've already failed before they even walked through the door.

Now, along with all of that UTM tracking and data analysis pre-event is campaign hierarchy. So, what we use are nested parent and sub campaigns. The parent campaign is our overall event campaign, so WorkHuman Live 2026, for example. And then nested underneath are subcategories. These are sessions and evening activities, so that not only are we tracking an attendee's registration status, but we're tracking what topics they're interested in, whether or not they attended those sessions, the content interest reporting across the event as a whole, as well as evening events. So, if we're hosting customer events or or prospect events, we want to make sure that all of that data is tracked so that when we go to follow-up post event, we have a full complete picture of what our attendee experienced rather than just a checkbox that says, yep, they registered and they showed up and they went to some sessions, but we don't know which ones. So, it's very important to develop a flow that allows you to categorize not only the event itself but all of those sub points so that you can report holistically on the event and then parse that data down into your verticals, your audience subsets. And the way we do that is by using this event to Salesforce integration. And that pushes registration activity straight into Salesforce into that parent campaign. But it also pushes session registrations, session attendance, and evening activity attendance directly into Salesforce so that we don't have to do that manual reconciliation post event.

One of the biggest issues with registration is identity hygiene. Personal emails, work emails, typos, variations in email, that can all fragment the attendee's story. So a couple of ways that we we basically boiled this down into a couple of categories, one of which is an email of record mismatch. So in our CRM, we have a contact or a lead and their email is joe@joe.com. But when they register, they use their personal email, maybe they have an auto fill on their browser and it just pops in their personal email. What we did after a couple years of kind of struggling with do we replace their their email address in our CRM? But then all follow up is not going to be it's going to be going to their personal email, not their work email. So what we did is we actually created a custom field within Salesforce called work human registration email and mapped that field over from this event registration so that when the email comes in and it matches or it doesn't match if it varies from the email of record, it'll just append that email into that custom field and allows us to continue the match and continue that attribution across the event. Now, lead to registration matching, existing leads need to connect to the event behavior before follow-up begins. Again, all of the things that we were talking about previously, the campaign attribution, the social media response, all of that needs to match to that attendee or you already have a disparate reporting structure. Email variations and typos, typos are a huge one for us. Um and the way we kind of manage that is if it isn't a match straight away, we've set up alerts within Slack, within an email box, and that alerts us that there's either a duplicate, some kind of error that was thrown by the integration, and allows us to go in and manually interact with that record, and either merge contacts, fix typos, any of those types of things. And all of this leads back to registration, attendance, no-show, time in session, and session attendance and session attendance reporting post-event. The revenue risk here is that bad identity resolution turns one engaged attendee into scattered, low-confidence signals.

The next thing we talk about when we think pre-event is mobile app adoption. We launch our mobile app. We've played around with the timing of this, anywhere from 6 to 10 weeks pre-event. We find that that 6-to-8-week window is really where the sweet spot is. Um what we first do is launch our mobile app that allows people to get in. We utilize the social feed in there, so we're really kicking off attendee engagement before anyone even arrives on site. The other thing that we do is we stagger our session registration release. So, obviously, we want to ensure that our attendees have the best experience possible. That's a broad statement. It's nice to say. Obviously, it's true. But, we also have a little bit more interest in what some of our attendees do versus others. So, obviously, we want customers to have the best possible experience. They're already Workhuman users. So, we want to make sure that their experience is as good as possible. So, we released their session registration to customers first. We usually give that about a week. Once that starts to settle, we release to our ICP audience. So, obviously, these are prospects that fit our ideal client profile, and we want to ensure that they have as seamless an experience as possible, and that they're able to experience all the aspects of the event that they could want without having to worry about full sessions or overflows or waiting in lines. And then once all that settles out, we release the delta wave, and all of our session uh attend or all of our attendees are able to register for sessions. This allows us, especially with that 6-to-8-week time frame, to plan for room assignments. What sessions are more popular? Do we have bigger or smaller rooms? And that allows us to move those sessions based on interest into the room appropriate for those size. And with this, over the last three or four years, we've seen greater than 98% app adoption at our event, which is absolutely phenomenal. It becomes the interaction layer for our attendees, and it's it's invaluable to be able to engage with those attendees before they arrive on site.

Now, with all of this pre-event action registration, your executives are going to want to know what's going on. Where's the money? Are we on pace for our record or for our uh goals? goals? What percent to goal are we? Where are we year-over-year comparison? And then we like to look at it through a 50% acquisition threshold, saying X number of weeks out is when around the time that we hit 50% of what our total audience is going to be. Again, that's year-over-year analysis of registration trends. They also want to know sponsor revenue. Sponsorship for our event is sold via approval flow, just because we're very protective of the messaging and the experience that we have at our event. So, we want to make sure that we're not just bringing in sponsors for revenue's sake, but we're bringing in sponsors that align to our message and our mission and our product as Workhuman the company as well as well as Workhuman live the event. And then, what are upcoming marketing actions? Are there email campaigns going out? Are there social media metrics and plan spend for future weeks? Are there any announcements or price changes, sales that are coming up? Now, this is all a moment in time. This is right now, today, where do we stand? How do we compare to previous years? But, your executives also want to see the pace of progress. They want to see registration trends, they want to see sponsorship approvals, marketing metrics, what upcoming price changes are coming down the road. Do we have any sales? Are we offering comps? So, those are the inputs. Then, we review that. We review pace to goal, we review the year-over-year comparison, and we would review the audience mix, as well as sponsorship alignment. Any approved sponsorship, obviously, we we present back to our executives to make sure that everyone's in agreement on the alignment to that message. And then, working with our executives is when we throw in the decision step for these. It's where to spend, it's which segments to target, it's which announcements to time, and what leadership needs. So, if we're seeing a lower than anticipated or lower than targeted customer registration, for example, we may choose to target our customers, or maybe we do a an incentive program internally, where we uh entice our customer excellence representatives to bring more of their customers to the event. And then comes obviously the follow-up action stage. So, do we modify email campaigns, social pushes, speaker announcements? Do we do a additional discount or a flash sale for a short period of time? But an action-focused view can show how reporting feeds weekly decisions before the event. You should really use this view when leadership needs a rhythm of action, not just a snapshot of where we are today, but where are we trending and where are we going and what levers can we pull to affect the overall outcome.

And then as we transition to onsite, app adoption becomes the high-intent interaction layer with your attendees. Everything that we do onsite, from push notifications to session scheduling to announcements to our activity feed, appointments, even our own gratitude and recognition moments, all happen within our app. And mentioning appointments, And mentioning appointments, that is not just a it's not just a calendar metric. It's not just something where you can say, "Yes, my rep has an appointment with X attendee and we have 50 appointments." This is a high-intent signal from your attendees. If they're willing to sit down with a rep and have a 30, 45, hour-long, minute conversation, it's a high-intent signal, even higher than them going and spending 5 or 10 minutes with a sales rep on the show floor at a demo. Now, that's all pre-event and just starting to get onsite. When we talk about

our trade show floor, we refer to that as Workhuman Central. We try to make all of our activations analogous to a feature set within the product. So, the product that we sell is a rewards and recognition program. So, after the first couple years of WorkHuman Live, we decided, "Hey, let's bring something into the event that can show in real time what our product offers to our attendees." So, we stood up a non-monetary gratitude bar that allows attendees to attendees to recognize and congratulate one another for anything that happened at the event. Thanks for saving me a seat. Thanks for that wonderful conversation we had about XYZ. And that was great. We saw huge success with that on site, but the initial iteration of that was iPad-driven. So, they had to go to an activation, physically interact with an iPad, and then go back. They would get an email if they got an award. If there was a redemption experience, they had to go back to that iPad to do it. So, after a couple years, we thought, "Since our product has a mobile app version, why not include this in the mobile app for our event?" So, we worked with our web development teams and built a web-based version of our gratitude bar and included it in the app last year. And we saw more than a 200% increase in those recognition moments on site. Now, at first glance, that sounds wonderful. Everyone's engaging. They're really having a real-life interaction with what the product might be. But what we saw as a result of that is that we were struggling to get our attendees to go to demos, to go to sales-focused activations, and to learn more about not just the event, but the products that we're offering as well. And the mindset that we had had about this activation was that it was going to be the center, the focal point of our event. And looking at those metrics and after a couple years of iterating with our demo stations, we finally decided to make a kind of drastic move. We took that gratitude bar and moved it from the center and put it off in one of our four quadrants around the area. And what we saw was a 58% decrease in those recognition moments. It was still available through the app. It was still available as an in-person activation, but we did see a decrease. But, we did see close to a one-to-one ratio of recognition moments to attendees. So, almost everyone still got to experience that recognition, either giving or receiving of an award. What we did instead was take our demo stations and convert them not only from just your standard run-of-the-mill demo stations, but we put them out in four different varieties. We had your typical demo station, which is come talk to a sales rep about any part of the product or get an overview of the product as a whole. We put in self-guided demos, which is Figma-based outline of our uh product suite and product offering that allows the attendee without the stigma of a sales rep standing right next to them or being presented to for X Y Z number of minutes. It allows them to go through it at their own pace, learn about the things that are most important or most relevant to them, and then walk away when they want or come back whenever they want to look at look at it again. We also offered product-specific demos, so some of the new products and innovations that we were releasing this year. And then we took one more and we said, "Let's consider the audience for a second. What happens if someone's slightly more introverted? Or maybe they're having a rough day and they don't want to commit to having 10, 15, 20, 30 minutes of their time monopolized by a demo that may or may not be relevant to what they do or to the company that they work for." So, what we did was create a time box demos. And basically, we put a large digital timer on each one of those stations and said, "Ask me any question you want about our product, about a trend in the industry." And the rep that was working that station would start a 5-minute timer, and the person that walked up and knew that they were going to get an answer to a question that was specific to them, and the only commitment that they were going to have was 5 minutes. And we saw a huge influx of people going to those 5-minute demos just to learn a tidbit here or there. But, what we also saw was that after that 5-minute conversation was up, they wanted to know more. So, we were able to then direct them from that time box 5-minute demo over to one of our full-fledged or topic-specific demos, and that led to, as you saw earlier, a 600 nearly a 650% increase in scanned and qualified demos on our show floor. One other thing that we've done over the last couple years for onsite tracking and activations is utilizing RFID technology. A few years ago, we had tried uh cell phone tracking for our event, where we put little readers that would just track a cell phone signal. What we found is that's anonymized data. It's omnidirectional, and we didn't have the ability to filter by audience segment to remove our staff. So, we were seeing demo stations that had what looked like phenomenal activity, but then we looked at the post-event reporting, and we saw that there were only 30, 40, 50 uh demos that were scanned and qualified. So, we kind of abandoned that, the pandemic happened, and then when we came back, we decided to try RFID tracking. Our first instance with RFID tracking through Cvent, we used omnidirectional uh RFID stations, but we also decided to try RFID about 50% of the way through our event planning process. And what that means is that we had already designed our show floor, and we didn't design it with RFID in mind. So, we had activations very, very close to one another. Again, we had omnidirectional RFID tracking. And we had a similar experience. While we could parse through that data and try and make some sense of it, more so than the cell phone tracking data, it it still wasn't satisfying the need that we wanted. And what we really wanted to do was get away from the days of an iPad or a lead scanner at every activation, and every conversation that you have or interaction you have with a member of staff is followed up with, "Oh, well, can I see your badge just for a second and let me scan it?" So, what we did this year was go to

directional RFID RFID beacons, and we planned the RFID the the utilization of RFID technology from the very, very beginning. So, we spread out all of our activations. We made sure that they were more than 15 ft apart, which is the the reading depth of those RFID beacons. And then we also took all of that information post event and ran it through ChatGPT, along with very detailed floor plans that were provided by our Cvent representative that that handled our RFID implementation on site. And what we ensured was that not only was it a detailed floor plan showing beacon placement and the direction that the beacons were going, but we also included information about the beacon technology so that the ChatGPT agent was able to really process almost 200,000 lines of code and develop a heat map that allows us not only to see where the most traffic was, but allows us to look at dwell time in average seconds, total total total number of dwell hours, unique attendees, and then total traffic visits to each of our activations. But, we were also able to segment this information by audience registration type. So, now we're able to parse out our staff members. For example, if you take a look at just the registration type in the traffic patterns for all of our attendees, you'll see that the highest areas are CP2, which was our mid-market demo region, and CP8, which is a full demo region in area five. However, if you go down and look at general attendees, so now parsing out all of our staff, all of our analysts, media, you look and you see that the higher traffic areas were still that CP8, that quick demo region, but we also saw an increase in that full demo region as well that was back-to-back with a time box demo. So, being able to parse out this data really made the RFID investment that much more meaningful for us and allowed us to have actionable insights going into next year when we plan and design our show floor. And then as I mentioned, evening activities and sessions, they really close the loop on the onsite attendee experience. So, for evening activities, for example, we do customer awards, we do an executive dinner, we'll do a sales and a prospect dinner. Scheduling, invitations, scanning onsite with lead scanners or session scanners for those, as well as the same for our breakout and keynote sessions. We register through the attendee hub or the mobile app. We have tap and go stations, much like you're experiencing here at Cvent Connect. We have handheld scanners for queue and line management. So, if there's a backup for a particularly popular session and you only have two or three tap and go stations, we had people working those stations that could go in and scan other people. And then we also had standby lines for walk-ins. So, if a session was full at registration time, but you really wanted to go see that, we had the ability for you to go try and check into that session and then wait in a standby line in case there's extra capacity within the room. So, access moments become revenue context when they're captured consistently. When you can go from a session title or a session name and tie that back to an attendee and take that holistic picture of all the topics they wanted to see, all the marketing metrics that you used to get them on site, it really does complete that picture. So, now the event has ended. It's closed, but everything's still awesome. What we do at that point is route these signals through our revenue tool stack. Again, I want to reiterate, I'm not being prescriptive about what technology you should use. I'm merely suggesting and outlining what's worked for us in the current stack that we use. So, we obviously use Cvent for our registrations, sessions, and check-ins. We use Salesforce, as I mentioned, for campaigns, sub-campaigns, and demo metric tracking. We use Demandbase for account context and targeting. We put all of our accounts through Demandbase for journey stages to see where they are in the sales cycle. We use ZoomInfo for enrichment and cleanliness, making sure that we're walking the line between registration form fills that include every question we could ever possibly want to know about an attendee, but parsing that down to something that isn't prohibitive to registrations and people aren't getting frustrated with another page of questions in the registration flow. And then post-event, we use Outreach for sales, for email and phone call sequencing. And then paid web. We use UTM reconciliation to not only analyze our paid media metrics for this and website metrics for this event, but to plan and to iterate on what we're going to do for next year. Workhuman operates on like a Workhuman Live operates on like a 14-month planning cycle. So, when we're when we arrive on site and are hosting our event live, we're already 2 months into the planning process for the following year's event and we open registration on site for the following year's event as well. So, really having that paid paid media, social media, and web traffic data allows us to iterate in real time throughout the process and take all of those learnings that we're gathering along the way and apply them in real time to where we're spending our money to to bring that audience in.

Now, the goal post-event is not just follow-up speed, it's cleaner context for the right follow-up. And I could go through this entire slide and spell out the minutia of it, but I'm going to give you two examples instead. Let's say you have a disconnected data management system flowing through your event. So, you So, you spend money to acquire your audience, you host your event on site, your event closes, and now it's time for your sales team to follow up. But if your data is disconnected and you don't have that complete picture of your attendee, that data outreach might be an email or a phone call that sounds something like, "Hi, Joe Prospect. Uh I saw that you registered for Workhuman Live and I wanted to follow up and see if there was anything that Workhuman could provide you in a product arena." Not really effective, not personal, basically the equivalent of a cold call post event. Whereas if you have that continuous data and that full picture of what your attendee experienced on site, the call could be much more personalized. Hi, Joe Prospect. I saw that you attended WorkHuman Live. I saw that you had a demo with one of my colleagues and you guys talked about rewards and recognition. You talked about employee retention. You talked about uh community and Oh, I don't know. Any number of product uh suite offerings that we have. I wonder if it would be okay if I took 30 minutes of your time and got you in touch with an uh expert in any one of those areas so we could continue that conversation and have a deeper dive into how WorkHuman can help you and your company achieve your goals. Much better follow-up, much more complete, much more personalized, and it makes the attendee feel seen. It doesn't make them feel like they were just a face in the crowd. It makes them feel that the experience you provided for them was unique, was personalized, and was carried not only through the event, but through the follow-up post event as well. Post event value depends on whether pre-event and on-site signals stay connected.

So, what are the key takeaways here? Number one, simplify the attendee architecture over time. If you're currently hosting events, I'm sure that you have iterated on your your experience. You've had to add on technology in order to track this or that or to serve social media campaigns or to serve email campaigns or or sequences. Make sure periodically that you're going through, evaluating your your tech stack for effectiveness, but also seeing if there's anywhere that you can simplify that data so that the hand-offs are clean and you know that the data is trustworthy. For us, I would say make see Salesforce your reporting backbone, but that doesn't have to be Salesforce. It could be any CRM out there. But making sure that your event campaigns, your session and evening event sub-campaigns are tied together allows for much cleaner reporting, much cleaner year-over-year analytics. Number three, whoops, is capture intent when it happens. App adoption, appointments, RFID demos, and sessions and evening activities all reveal different levels of intent. And when you tie all of those data points together, you really do get a much more complete, robust, and actionable picture. And then number four, design follow-up before the event begins. I've given you a couple examples through my time today of where we've tripped and and not had that forethought to plan ahead and it affects the data, it affects the cleanliness, and it affects the efficacy of your post-event follow-up. So with all of that, we'll pause for some Q&A.

I have one question here that says, "You mentioned you set up alerts for duplicate contact records that are created in Salesforce. How did you set this up? Was it custom or is it a user setting?" So this is a user setting that we're able to set on our Salesforce instance that just says, "If there's a conflict between the registration email or the lead matching and what exists in our CRM, flag the event, put the details in a Slack message, and then it also goes to a shared mailbox that we use uh for not only our event managers, but our Salesforce admins as well." Next question is, "How much did it cost to set up all of those RFID stations? Were you also using OnArrival?" Yes, we were using OnArrival. I don't know the specifics for setting up those RFID stations. I know that from year one to year two, we were able to be more strategic about where we place those beacons. And again, planning that floor plan in advance gave us the ability to utilize the smallest number of beacons to still capture the most in 10. Can you replace lead scanning with RFID fully? This is a great question. From Work Human's experience, I would say no. Our well, RFID scanning does give you activation tracking and where your attendees were experiencing your event. The only thing that RFID tracking can't really replace are those qualifier questions that you ask from a lead scan perspective. So, if someone comes to a demo, has that demo conversation, our rep will still use a lead scanner to scan that that attendee. But only so that they can provide more information, more detail, more context on the conversation. Are they a buyer? Are they ready to purchase a rewards and recognition program? Do they have an incumbent program? All of those details lead to better follow-up post-event and capturing the context of that conversation that happened in real time so that you can action on it post-event. Another question is in post-event follow-up, how do you walk a fine line of acknowledging that you know who someone talked to and the topics discussed without sounding too Big Brother-ish? A lot of our attendees would feel this way. That's a great great call out. The intent of capturing all of this data is not to go back to someone and say, "Hey, I know that you were in that session at 3:00 on Tuesday." It's more to talk about, "Hey, I know you were in that session about employee retention on Tuesday. I'm just curious if you'd like to spend more time diving deeper into how Work Human can help your organization improve your employee retention metrics. Do you apply these principles for all events or have you tiered execution system? 14 month >> prep though >> prep though >> Oh, prep. Thank you. For flagship makes sense, but what small events happen in quarterly and monthly? Sure. So, Workhuman Live is our flagship event. We do that once yearly, but we also do two smaller events called Workhuman Live Forums that we host right now in London and Paris. Um we do those much more It's a much more condensed version of Workhuman Live. Those are one-day programs. Um but we do follow a lot of the same iterations. All of our activations are analogous with a product offering that we have. We don't use RFID tracking because those are much smaller audiences and again, it's just one day. Um but we still do lead scanning for demos to capture those qualifying questions and that deeper intent data. Um I'd be happy to talk to you more about it afterwards if you'd like as well. Uh talk a little bit about privacy concerns with all this passive tracking. Sure, this is a great call out as well. The one thing that you have to make sure that you do is include the RFID details in your privacy statement. The My biggest suggestion is talk to legal when you're starting to think about RFID tracking and just make sure that the terms and conditions that your attendees are accepting are inclusive of RFID tracking and have the ability for them to opt out or to have their data anonymized. Regarding the meetings, are they set before show or can attendees request meetings during the show? Also a great question and the answer is both. We open appointments up prior to opening the show on site, but it also allows our representative our sales representatives to book one-on-one meetings with high intent prospects, as well as having our attendees set appointments with our executives directly. So, if we have a C-level executive from one of our prospect companies and they don't want to talk to our sales rep or they've already had a conversation with our sales rep, but we want to ensure executive alignment, we allow them to set personalized meetings a half an hour at a time with any number of our executives that are there on site. We flow event registration into Salesforce, but not session reg or session attendance. Do you have to do something different or more advanced with your integration to do that? Uh it is a a feature set within the Salesforce CRM integration, but it also depends on which of the integrations you're using. I think they've depreciated the soap integration now at this point. Um so, it should just be the rest API integration. Um but, I would highly recommend talking to your Cvent representative if you haven't already um and get more information on that. Do you use Jifflenow or appointments for one-on-one meetings and what informed your choice? This is an excellent question as well and we've had this conversation internally over the last 2 years. Um Um we do use appointments right now. We have explored using Jifflenow, but our concern was really around the ability to allow attendees to make those appointments on their own, but also the ability of our reps and our executives to set those appointments. Um when we looked into Jifflenow again last year, it was too close to our event time frame to be able to bring in another technology and implement it successfully. And then when we looked at it this year and discussed it with our executives, we made the decision to stick with appointments for this year. Um that conversation was much more around adoption than it was around functionality within the the two different platforms. Uh could you share more detail about the application or configuration you used to enable Salesforce to store both email addresses on the same record? Sure, like I mentioned this was just a custom field that we created called Workhuman Live registration email. And when we mapped the integration from Cvent back to Salesforce, instead of using that primary email field, we just mapped the registration email field back over to that Workhuman Live registration field. And then every year we have that field set to clear. So that when would they go to register for a previous event or for the next upcoming event, we have the ability to log that email address without disrupting the entire registration flow. So with that, unless there any more questions, I'll give everyone a minute and a half back and thank you very much.