Find out all about the latest and greatest in event marketing, hybrid or virtual – and how they are transforming marketing roles, programs and budgets. In this series, based on Kaltura’s ’Virtually Live’ event, prominent marketing and business leaders share their stories, insights, and forecasts. Is the flywheel a more adequate name for it than the marketing funnel (yes, if you ask Jon Dick, SVP Marketing at HubSpot)? Should you treat your agenda and content differently now that it’s digital (definitely, says Soo Young Kim, Head of Global Brand, Programs & Experiences at YouTube)? How have hybrid and virtual events changed the sell cycle (it’s complicated, according to Gong’s CMO, Udi Ledergor)? Plus a lot more.
Ep 12 - Crafting Binge-Worthy Customer Experiences
We tend to think there’s a clear cut between content designed to entertain and content designed to sell. Yet, the lines between the two are somewhere between blurry and invisible. Either way, people watch or read it to get informed, get inspired, get a thrill, or all of the above. Acclaimed writer, producer, and actor, Lior Raz, has spent the last 20+ years creating and delivering content for TV and - interestingly - marketing, too. In this session, Raz will talk through what marketers can learn from show business to create enjoyable and engaging content, whatever the intent.
Ep 11 - The New & Improved Customer Experience
Virtual events are not just a replacement for physical ones. They have created a new marketing category, with new content formats, new ways to engage, broader audiences, new forms of networking, new perspective of time and place, vast amounts of data and analytics, and greater inclusion for both speakers and attendees.
Join Michal Tsur, Kaltura’s Co-founder, President and CMO and panelists:
Rob Giglio, CMO, DocuSign, Nicola Kastner, VP Global Head of Event Strategy, SAP, Bob Bejan, Corporate VP Global Events, Production Studios and Marketing Community, Microsoft for a conversation about where this new evolving virtual event category fits into our marketing funnel, how it impacts the customer experience, what we’ve learned in the past 18 months, what we’ve all gained, what we miss, and what’s left to innovate in this new normal world of marketing.
Ep 10 - Online, Digital, Virtual, Personal
In the past decade, the weight of marketing strategy and operations has shifted online, taking in more and more digital touchpoints. Still, 2020-21 have shaken things up again and the entire customer journey from start-to-finish has become virtual, relying even more heavily on data.
This conversation with Oracle EVP and CMO Ariel Kelman will look at the impact Covid-19 had on marketing, the shift towards virtual events and video engagement, and the vast amounts of data digital encounters generate.
Ep 9 - Think Outside the Media
According to Lumiere’s law, we’re bound to treat new media based on the media it replaces or adds to. Consequently, many of us defined our virtual events based on in-person events, but not Esri. They looked at live TV shows to design their virtual experience, which explains a lot about why their shift to virtual events was so successful. In this panel, we’ll hear from them and their partners at Freeman on the mindset the company embraced to inspire their format and audience engagement and how that dictated their technology and production process.
Ep 8 - Yes, Attendees Want to Learn More
Virtual events’ growing popularity has put a bigger focus on adding value to attendees, which almost always boils down to sharing new knowledge, insights, and ideas from speakers and peers alike. As it happens, peer learning is like second nature for teachers, leading ISTE, the education experts, to emphasize that aspect in their community and events strategy. Join Jennifer Ragan-Fore, ISTE’s Chief Experience Officer, and their Sr. Director of Event Logistics, Stefanie Arnold, to hear how educators draw on their colleagues’ experience and how you can do the same in your events, as well as some secrets and best practices of designing online content.
Ep 7 - From Virtual Events to Digital Experiences
If you recall, the Covid-19 outbreak was quickly followed by hundreds of event cancellations. Atlassian, though, decided to keep their April event as planned but do it virtually.
One of their core values is “Don’t #@!% the customer” and a pandemic wasn’t going to stop them from living their values. While they only had a month to do it, the event was a massive win for them and led to many more since – 536, to be exact. What’s more, the shift to virtual events proved to match their digital-first culture and data-driven mindset perfectly.
In the aftermath of a very eventful year, their Head of Experiential & Field Marketing, Angela Smith, will join us to share some numbers and stories around the success of their digital experiences and how reskilling event marketers is now table stakes.