← The Marketing Millennials
The Marketing Millennials
298 - How to Think About Digital Events in 2025 with Kristen Koenig
00:41:59
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- [00:08]
Daniel Murray
Welcome to the Marketing Millennials, the no BS Marketing Podcast. I'm Daniel Murray and join me for unfiltered conversations with the brains behind Marketing's coolest companies. The one request I tell our guests stories or it didn't happen. Get ready to turn the.
- [00:33]
Kristen Koenig
There'S so many companies out there, there's so many services, there's so many technologies. A lot of things are the same. And so I think your brand truly differentiates yourself as an organization. And if you're not investing in your brand, that could be a hill that makes or breaks your company.
- [00:53]
Daniel Murray
Hey marketers, we know you love a tldr, so I'll get right to the point. You know wix, the website builder with professional templates? Well, meet wix Studio. Made for freelancers and agencies with multiple clients, it has everything you need to efficiently build and operate campaigns across multiple channels. With wix Studio, you can build websites that scale with dynamic pages and reusable assets, fast track projects with integrations from Meta, Zapier, Google Ads and more. Finish a B testing in days, not weeks, publish social content, send emails, optimize SEO and so much more. Oh, and reporting is covered with integrations for for tracking and analytics tools like GA4 and SEMrush. Basically, it's an all in one toolkit that scales with you. Drive real client growth. With WIX studio, go to wixtudio.com welcome back to another episode of the Marketing Millennials. Today I have a good friend on the podcast. She is the RVP and GM of RingCentral events. She does a lot in this role. It used to be Wahoppin. Now it's Ring center and I'm excited to chat. Kristin, welcome to the podcast.
- [02:11]
Kristen Koenig
Thanks Danielle for having me. I'm very excited.
- [02:14]
Daniel Murray
I want to start off and ask, how did you get into the marketing space?
- [02:19]
Kristen Koenig
Oh, this is a good one. Well, I've always loved marketing, but if many of you follow me on social media, I sometimes say this story, but I fell into it. I always had a passion for connecting people and communities. I've always been the one. There's memes online, literally of the person who's always involved in high school and in college. And that was me. I was always involved. I was always trying to help others. And I honestly fell into leading one of the largest dance marathons in the state of Connecticut at UConn called Huskython. I was in charge of their recruitment, event technology and through there it really shined a light on how much I truly loved marketing and promotion and pr. So I majored in pr and then that stumbled me into working for a startup after school at cvent in Washington, D.C. virginia area because I loved event technology and loved marketing. And so I kind of fell into. And I would say that if you love what you do, you never work a day in your life, even if you have bad days. And I truly found my passion for my job.
- [03:31]
Daniel Murray
So, Ringcentral, you've been talking about this for a while about this digital event strategy. Could you just talk about why it's so important at first and then we can go into some tactical ways how to execute it?
- [03:47]
Kristen Koenig
Absolutely. So digital marketing has always been a part of marketing for many, many years. And I think throughout what we experienced in 2020, this just propelled companies to think of digital marketing in a new way. Because now that things are coming back and people are meeting and are in person over the last few years, what a lot of companies are realizing, brands B2C and B2B, is that they have this audience online that is not coming to in person connections. And how can you continue to engage? And you know this best, Daniel, of how you started your community in marketing, Millennials, is how do you continue to engage with your community regardless of their area of the globe? And I think it's so important. And sometimes you just fall on what you know and your crutch, which is normally in person. And now companies are being challenged to think differently, not just because the world is changing, but the demographic of who's coming to your events and who's engaging with your brand is fundamentally becoming different. And these different generations coming up in the workforce, they don't want to engage the same way that even my generation did, or your generation and ours, or the ones above us. We need to think of it differently. And that's why I think it's so important for us to challenge the status quo and speak about these topics.
- [05:15]
Daniel Murray
Could you also give a little timeline of what events were like pre Covid era to like Covid era to like what they are now?
- [05:25]
Kristen Koenig
Yeah. So pre Covid era, I would say that most events probably 90% were in person. A lot of the core event technology out there were founded on registration, on site, event management and true event management, which is the back end of venue sourcing, task management, travel, housing. That was really the core of it. Most of the largest tech players out there never had a digital component. Nothing. And so what they were challenged on is there was webinar platforms out there in the space that we know of, we know some of their brands, but no one was thinking of things differently. So that was really pre Covid era. And then when Covid happened, obviously, you know, we don't. We hate that word a little bit because it was, you know, trying times for all of us. But sometimes there's silver linings in that. And so Covid forced us to think differently and not just throw an in person event online, but really think about how are we displaying content, how do we make it like a TV show and how do we make it fun and engaging just like we do with, you know, we call it the festivalization of events. But how do you make it online but not recreate what you normally do in person? So that's where my background and where Hoppin came in. And at the time I was actually at Freeman and when I was at Freeman, we did just that. We were an in person company. We are the largest general contractor in the space and we had the biggest trade shows and events forcing online. So the timeline for that was to think differently. And I will tell you, most of those customers are still having some type of digital presence online of what they've learned. So now the timeline is shifting to say everyone kind of rushed back to the in person only saying I'm not doing digital. But then when they're digging into the data, they're saying, wait a second, why can't we think of this differently? Let's not rush back to the in person. But is there pieces that we can augment the experience either throughout the year in terms of micro events that lead up to the big event? Can the big event be. I hate the hybrid word, but is there components that could be augmented online either after the fact or during. So you can kind of tease the content and engage with people who cannot come. So that's really the timeline is most 90% plus in person focus. That large webinar community was still there, then all virtual, and then rush back to the in person. And now it's becoming more of a mixture. And I think more and more are seeing that having that mixture is a benefit to their community.
- [08:02]
Daniel Murray
Yeah. And I think another aspect I would add to that timeline is during that timeline, basically unproduced social video content started to rise with TikTok and reels and all that stuff. So events started becoming for the people who were smart at doing events, using it as a content play as well to get more video, get more content out there. Because content from 2019 to 2024 exploded as like a word. But actually the producing of content has double, triple, quadruple. And you need to Be able to do events are one of the best ways you can kill 2, 3, 4 birds with one stone. So I want to just add that context in there as well.
- [08:54]
Kristen Koenig
Well, I think you make an excellent point. Like you and I discussed this at HubSpot Inbound during our amazing session about the TikTok. TikTok vacation. TikTok vacation, I can't even pronounce it. Of content and snackable content. And I think that era beyond just events, but marketing in general has fundamentally changed and you can see people want to engage with fun brands. And I even see it right now with, you know, a friend of mine works at ClickUp and they started ClickUp Comedy and they're getting hundreds of thousands of likes on their platforms and they're becoming so well known for that brand. So I do believe that that stems into so many areas of how we do business and how we're looking at content creation beyond just events. But how can that be a jumping off point or a cornerstone to have that snackable content throughout the year and kind of augment that strategy?
- [09:51]
Daniel Murray
I think also one point I want you to talk a little bit on is I think when people think of, say, virtual event, they think automatically. They think, go to the word webinar. And that's the only thing to do for a virtual event. What are you seeing people doing that are creative, that are different? I mean, webinars are a great way too, if you name them differently. But what are some creative ways you're seeing people use these micro events?
- [10:25]
Kristen Koenig
Yeah, no, I love calling them micro events versus webinars. I think webinars have a very stale connotation and I don't love it. Love to call it webinar. You know, my team and some of my team and you know, people listening could be like, oh, this is just, you know, a re kind of phrasing. But I think webinar feels very stale. It's like you, it's like a talking head and they just talk at you and that's about it versus a conversation. So I love clients of ours who are using Fireside chat, whether it's a 15 minute or 30 minute kind of chat with someone else and something that they're going to learn. So, you know, Jay and I talked about this, but like the five key tips to digital marketing, you know, people want to know what those five things are. And if you're talking to a customer or, you know, someone who really has those expertise, people are going to go to learn and people are going to learn about those items. And share that online. So I think fireside chats, thought leadership events, there's so many different terms of what they're saying in those. I also think putting up even just a live stream on LinkedIn, there's a lot of influencers out there within the market, CEOs, even just marketers in general that are putting out their brands, they're interviewing customers and partners, and they're making it fun. And I think you don't have to think of everything as this massive digital or in person eventually, but how can you create conversation, how can you create authenticity with your content? And I think that's lacking. So, you know, seeing people even now in my home as we're doing this podcast today, these are some different things that I'm thinking about and what our customers are doing. I think the last thing that I would say, beyond the rephrasing of the name and the different formats of what I just mentioned is the third is how do you make it fun? And so for us, I can say that we have an app store, you know, not a pitch for us, but there's an app store that you can leverage to do some activations and engagement. And a couple customers of ours use it to give back to nonprofits. So if they have a sponsor, if they have a fireside chat with someone, they said for everyone, after who you meet, it's five minutes. You know, you do speed networking. And for every match and every person you meet, we donate a dollar to the American Red Cross. And those things are special. And not enough companies do that enough. So when you think of activations, I think of how can you make it fun, engaging? How do you make the content fun in terms of the tools and the video formats that you use? And then the last point of it, can you give back? And can you do things in a different way that no one else has done?
- [13:14]
Daniel Murray
I think also another thing which I think we've talked about before, but a lot of people need to think of their event strategy. Well, they should have started a little earlier, but started thinking of how holistically every event gets to some sort of goal where, like, for example, at the market, Millennials, how we're thinking about virtual events is every single event is driving to our biggest event. Other people could do it differently, where you can do it series based, like you said, TV show, but having some sort of way that it makes sense each topic you're doing or thematic, because otherwise you have this, oh, I'm doing just a event here, event here. And people don't know why yeah, no.
- [14:08]
Kristen Koenig
That'S a great lead in. I mean, Ringcentral is doing that as well, within our own marketing team and eating our own dog food. Just like marketing Millennials, you know, we have this AI real talk series which you've presented on in the past, but that is leading up to bigger things as we move into the future. So it's not that we're doing these in linearity and kind of just these like moments in time, but all of this is one, creating community, and two, it's leading into things that are bigger on the horizon that we have, you know, from a strategy point of view in events. So I think events really, if you think about the holistic strategy, it always has to have a meeting. What meaning, like, why are you having that? Why are you hosting it and why is that? What is the actual event goal that you're going to have? So for you in marketing millennials, it's like all of these mini micro events is leading up to the big event and then subsequently is this not just a lead gen, but a community driven activity where people need to engage after. Is there, you know, points that they can receive? Is there something that goes to their membership? Those types of things?
- [15:18]
Daniel Murray
Yeah. Another thing I'll add to that is when you're thinking about creating these events, the number one goal, which a lot of marketers go in this mindset, is I want to do this event for lead gen, where if you change the mindset and say, I want to create something that's the best content for the audience and that will make people build more trust and expertise of us as a company or brand, you can use it as a way to build a list. What we do is use it as a way to build a list, nurture for more and more events, and then look at who's the most engaged. Because I honestly do believe that events are the way to show how intentional your audience are that are on your list already. Because if they're going to take an action to go off your list, sign up, attend the event. That is very intentional action versus just you getting their attention, which is two different things.
- [16:22]
Kristen Koenig
Yeah, 100%. It's almost like I, you know, made you say that. No, that is like so well said. You know, I've always told, like, even with our product team, like, attendee engagement scores is huge. Because you want to understand, like, what are those attendees that are the most valuable to your community? Who are your biggest advocates that can help support the growth of your community? And I think you nailed it. To say that is A litmus test essentially of your community. How engaged are they? And it's not just are they attending, yes or no. I think more marketers are getting really smart on how are they interpreting the data. It's not did you register, did you attend? But it's did you engage throughout the experience? Did you ask questions, are you connecting with others? How much time did you spend on the content? And you know, did, did they have emojis flying? Like there's so many different things that you can look at to assess how engaged someone is and then leveraging that afterwards. So I know we started to do that within our own events of saying we have these almost like micro influencers within our customer community that love our product. Now I see that within us using our own product and those ones we want to talk to, they can build out our platform more and really harness those influencers. Or else if you don't listen to them, it's really hard to tell. And I think in event marketing we haven't leveraged that in the past. It's kind of been registered how many attendees and kind of blanketed high level information did the sponsor get the amount of leads? But I think nowadays we're thinking of the data a little bit deeper and how are we really thinking of success when we're putting on these different strategies of events?
- [18:12]
Daniel Murray
Yeah, and I think another part of it is when thinking of events a lot of people are not going to know the speakers you pick. So you have to figure out how to create those fun elements. Also not give away that you're, you're recording right after. You have to do things that are very, to get them to attend and be different. Because I think a lot, a lot of people don't do enough different things. Cause you really taking someone an hour of someone or 20 minutes or 10 minutes of someone else's day where they could be doing something else, they could be taking their kid to school, they could be doing something. So what are you going to do that's so enticing together people to actually attend that event? And you have to think about that for every single event. A lot of people just treat as a checkbox instead of like hey what? How do we be bit different in this event?
- [19:06]
Kristen Koenig
I totally agree with you. There's so many like rabbit holes we can go down in this event marketing discussion. But I 100% agree with you.
- [19:17]
Daniel Murray
What's up marketers? Time for a WIX Studio recap. Here are five things you can get done faster using Wix Studio. 1. Scale content with dynamic pages and reusable assets. 2. Integrate with Meta, Zapier, Google Ads and more. 3. Launch and measure A B tests with intuitive design tools. 4. Connect to analytics tools like GA4 and SEMrush and 5 manage your client's social media all from one dashboard ready. For more go to wix studio.com that's wix studio.com I know we talked a little bit about building in depth community with events. What are some ways that people can build community or raving fans or whatever people wanted to call it? Through event marketing.
- [20:13]
Kristen Koenig
Yeah, there's a lot of things I think I could do a whole podcast just on how to create communities and events. But this is just event marketing or digital marketing in general. I think for event communities, one, we need to start on do you have different types of experiences that you can give to those different attendees? Because let's face it, your community is not a one size fits all. You're going to have people who are not as engaged as others. You're going to have super customers and super fans and you're going to have kind of the middle of the road. So in, in my personal opinion, the customers that have seen the most success is they've really segmented the different types of attendees or registrants that they want to attend their event and giving them that personalized experience. So if they're attracting new net new, are they sending swag bags to watch? Are they having a newcomers connector, you know, meetup, Are they connecting members with non members? If it's an association or a community, if it's a, if it's an actual business, maybe they have prospects meeting with customers or partners meeting with customers. And so I think when you're building community you need to be really intentional. You're not going to say hey, everyone's invited and giving them the same experience. You're going to really try to personalize that across the board through every facet of what you do. Your communication of emails, the communication within the platform itself and the communication during and what tracks and what things are they going to that actually enhance their experience? Like for me, I hope that platforms in the future and AI can say Kristen has done this with her career. This is my kryptonite. Kristin has done this within her career. They read my LinkedIn profile, they say she is most interested in this and everything for me is curated. I love to meet with other sales and customer success leaders and go to market leaders. If I can meet more of that, that helps me, that helps me stay engaged in the communities that I'm a part of currently, which is partnership leaders, a lot of startup communities around the world and communities that do that really benefit myself and my career, but also my business that I serve. The more I learn from people similar to me and that I want to get to know, it helps personally and professionally. So I think more businesses and communities need to do those types of things because at the end of the day we're all humans and we like to build authentic connections within the workplace and personally. And so I love to connect with go to market leaders in Philadelphia because I love the Eagles. So you know, you just, you connect on a deeper level. It's like when you and I first met, we started talking about so many different topics and just like hit it off and your wife has so many amazing ideas. I think when we talk about authenticity and meeting people, I think that's the future of event marketing is the personalization factor.
- [23:18]
Daniel Murray
I actually totally agree with that and doubling down. I think it's not only how you personalize the type of content for the event, is how you deliver it in different ways. Because some people want to attend a virtual event, some people want to be in person, some people want bite sized content of the event. So it's, it's, it's the way you deliver. And that's the same with community too. I think community, the future of community is not this one size fit model where it's a Slack channel or it's a feed or it's this, it's, it's, it's more of an access like needing.
- [23:56]
Kristen Koenig
People at their level like where they are. Yeah.
- [24:00]
Daniel Murray
And it's access. I think people join communities and clubs for the access factor. They want to be a part of something that like you join a gym because you access, it's enclosed in your community. There's maybe people that are the same. They all like working out. You join a tennis club. Yeah. Like you have like reasons but it's the, it's the access to whatever whether it's like the features or the people or who you are. Yeah, yeah, exactly.
- [24:30]
Kristen Koenig
I totally agree with you Daniel. I that you kind of said it in a lot better form than I said it but it is the access and it's the learnings that you can get gain from it. So I think the future of event marketing and kind of to your question of building communities is the factor of personalization and how the delivery, the true delivery of that and that's going to be the most valuable to us.
- [24:56]
Daniel Murray
Yeah. And I think one thing people shouldn't go down the rabbit hole is like first figure out like who are those people? So you don't over exert what personalization is because you need to find those groups that you can personalize for. Not just personalize everything.
- [25:15]
Kristen Koenig
You can't do that. You're. And especially for people who are listening, who are one person teams, we hear you, we see you. Or two person teams, like you know, we're not saying to personalize everything, we're just saying look at the data and personalize the right things and deliver the right things so that you continue to build and be successful in that manner.
- [25:35]
Daniel Murray
I think the next part of it is everybody talks about this in advance is how do I see roi? How do I see success from this? So what are some ways that this actually drives actually results for a business?
- [25:52]
Kristen Koenig
Yeah, this is a tough question because everyone thinks it's this magic wand and everyone has the same metrics for every show which I've seen even with some of my customers. And I'm like oh please, no. Because your outcome and you said it, Daniel, your outcome for an in person event versus a mixed hybrid event versus something that you're putting online and the construct of that event is going to be completely different. The KPIs are going to be completely different. So if you're hosting an event and you think of it like field marketing, there's different types of event marketing that you're going to host in different types of events. You're not going to say how many registered and how many attended or did the sponsors get leads? You're going to say did this foster connections? Did this open new doors to new divisions, did this gain a new partner? So it's more prescriptive down to that level and based off of the type of the event. So right now, you know, I'm speaking on behalf of some of customers that we work with, but some right now have events that they host that are specifically for lead generation. So their KPIs are going to look different than customer advocacy. So for customers we're putting out thought leadership. So how many customers of our database actually signed up and stayed the entire time and learn the, learn the content. So that's not going to be the same metrics as the one that's more lead generation and community driven for in person. It's more about the sentiment and community and connections between each other. So I when we do surveys and take away from like a field marketing event, are we getting introduced to new divisions? Have people met someone else that they wanted to meet with. And that's how we get that feedback, which is more qualitative for sure. But sometimes those small intimate settings of less than 20 people that are at a field marketing event is even more valuable than a larger event of 5005000 plus. So I know that's a really trick answer question, trick answer to your question. But every single event has different KPIs, but it all should lead to the same goal of customer advocacy, access, lead generation, and then ultimately roi.
- [28:19]
Daniel Murray
Yeah, and I think it is very complicated question because I think it depends on the team you're working for, what your goals are. But also I think some people are more lenient. But there's also different ways you can slice and dice it where you save this much on potential impressions that you would have done unpaid or cut costs of content you would have created elsewhere. There's ways of slight society where a lot of people think of it as like net revenue, but it's also like how do we save money is another thing where people don't think about like that path as well as a smart way to think about it.
- [28:58]
Kristen Koenig
You and I could talk all day because I feel like we just have so many ideas that we come up with and kind of examples. But I mean, you nailed it again because it's not just about the output, it's also with what we did and what we chose. Did we offset cost in other ways? Because you know, when you make decisions to do a 20 person dinner versus like a large scale booth at an event, this is a decision we actually made recently. So instead of going and exhibiting at a trade show, we said these funds are actually better to take our top 20 prospects or customers to a dinner. And honestly that proved to be true. So and that has been over the course of the last few years. Hoppin did that with some, some of our funds. So I think when you look at all the different types of events, it's what are you offsetting in order to have the best outcome?
- [29:58]
Daniel Murray
I also think an underrated thing that people don't think about is using it as a prospecting networking tool. Same as this podcast for example, or webinars. It's a great way to bring someone on that maybe is not open to a conversation, but they have a conversation with you in an event or potential prospect that you can talk to or a way to get someone to share their ideas out there and they could be a potential event speakers. A lot of my podcast guests have been event speakers. So how can you use it as a way to build a Network that because you, when you put an event on, you showing their expertise to a lot of people. And I think a lot of people think that you owe a lot to speakers, but you're also giving the speakers a lot of attention as well.
- [30:53]
Kristen Koenig
I've always said that speakers should be your best advocates. And how many times, Danielle, do you and I speak at different events? And you know, the organizer of the show just sends to me after, hey, thank you so much. You know, here's your survey. And I'm like, can they send if they did a recording or any social snippets that I can just share easily? Like, I can be their best promoter. And obviously I want to promote, you know, me speaking at a different event or this podcast, but make it easy for your speakers. And I think this is also where AI and event technology and event marketing can help because you should be able to repurpose that. But I think everyone thinks about that for the attendee and they don't think about the speaker enough. And I've been saying this at a lot of events recently, but your speaker advocacy is so, so valuable. And I just want a nice speaker email in my inbox thanking me and then has snippets that I can parse out over time with what I've done in this podcast or in this speaking session at HubSpot. And these are the things I should talk about instead of me. I like, go through all of my notes and make sure that I pull out my quotes to repurpose.
- [32:13]
Daniel Murray
I think make it easy for them to share. And also I always go into the conversation with speakers like, hey, I want you to know this is for you to promote yourself too. I want you to come into it and share whatever you want to the audience that you want to share. I really, I really. Yeah, like, it's a way to give them you. I. And I know there's some companies who I attend some conferences that do this very well, where they go into the speaker conversation and say, how could our company help you achieve your goals as a speaker? And that's the best way to do it.
- [32:52]
Kristen Koenig
Literally. Another podcast discussion all about speaker advocacy and just speaker conversation. There needs to be more discussion around speaker management in general.
- [33:06]
Daniel Murray
I know one of the topics that happen is integrations of speaker of event softwares and how it's used. I think that also plays into what makes events hard. I remember back in the day being marking ops, doing an event, having to have them download a CVS file. They have to send it to the marketing team. They have to upload the list. It could take five or six days to do that, then upload the list and figure out the marketing for it. And it's already now two weeks after the event and there's no communication. So how important is that in this day and age of integrating events into your current tech stacks?
- [33:51]
Kristen Koenig
Oh, it's so important. I mean I speak on this topic, this is another discussion of marketing operations, but I speak on this all the time because I think over the last few years in particular is the rise of the marketing operations decision maker and many times now marketing operations is the decision maker on event technology, which in the past it was more of the planner or the event manager or the event director. But now events are becoming more integrated. It's not yet it's a part of the marketing organization, but it's still kept so separate in many companies that event marketing is becoming so intertwined with organizations, especially the mid market to enterprise because that's getting integrated into if they have Marketo or Salesforce or HubSpot or any of these tools in tech stack, if those tools do not seamlessly integrate or have value to have that continuum across the board to funnel the data appropriately, you're up a creek without a paddle. Marketing ops can quickly derail complete technology stack decisions based off of that. So I always say like get in front of it, make sure we understand those goals because many providers out there, they don't have two way integrations and they don't have that deep integrated portfolio. And it's super important as you go forward into your business to ask that and understand those questions because you have.
- [35:25]
Daniel Murray
Could have which should be the conversation of an event software or using events conversation should be how could this event software be the best experience for the attendees but it also has to be the best experience for internal employees as well because well said. Because if it's hard to use internally, it just makes life hard. So that's when event softwares think about both those things. That's the best type. And lastly I want to ask you is what is a marketing hill you would die on?
- [36:01]
Kristen Koenig
Oh, I have a few hills actually, but I'm going to say one and it's probably not one that most people expect from me, but I will die on the hill for brand because if you do not have a strong brand about your organization, I think it lacks a little bit and not a little bit but a lot of credibility. So brand I relate that to the mission and vision of what you're going after. Making sure that's super clear. And crisp and brand in terms of how, what is the awareness and where you're trying to solve within the industry and what you're doing. So I think of brand in many different facets across the board. It's not just a logo, it's not just the color scheme. It's what is your mission and what is your true brand as an organization, as a product or service and how are you really positioning that for success? Because there's so many companies out there, there's so many services, there's so many technolog. A lot of things are the same. And so I think your brand truly differentiates yourself as an organization. And if you're not investing in your brand, that could be a hill that makes or breaks your company. And so I will completely die on that hill.
- [37:21]
Daniel Murray
I think also a lot of people forget it. It's the reputation you have in the market and absolutely little things you change could ruin reputation. Like forget reputation or it's hard to bring back that reputation or like a bad experience or stuff like that. So brand a lot of the time is just that rep you reputation how you, how people feel about you in the market. That feeling like they gave me a good experience, they, they helped me with my job, whatever that, that reputation.
- [37:58]
Kristen Koenig
The more important it's totally goes back to the reputation. You know I said credibility, but reputation credibility and it goes hand in hand. I mean it's like the old saying is no one got fired by going with IBM in the past. We've all heard that if we take in any marketing courses and I think that holds true to today especially within the industry of technology and services. There's very large brands out there and most of their company was made based off of their brand. So if you think of it, there's so many studies coming out around that and it's something I'm truly passionate about.
- [38:37]
Daniel Murray
And it's I think starting to catch on more in the B2B space. I mean E commerce and consumer. And it is, I mean that's like the center of a lot of what differentiates a lot of people. But a lot of people have relied on product for a long time and a good product helps the brand. It's actually just the foundation you should have a good product. But what the brand is gonna. Now that there's so many softwares that do the same exact thing, the brand is going to separate those software.
- [39:13]
Kristen Koenig
It's the weight behind it. Absolutely.
- [39:17]
Daniel Murray
Lastly, where can people find you and what you're doing?
- [39:20]
Kristen Koenig
Yeah, so I, as Daniel mentioned, I lead the RingCentral Events business unit at Ringcentral. You can find me on LinkedIn and Instagram Kristen Koenig, K O E N I G. And then on LinkedIn it's Kristen N. Koenig. That's my handle.
- [39:40]
Daniel Murray
Well, thank you so much for joining. And everybody starts thinking about their 2025 events now if you haven't, because if you aren't, other people are going to do it themselves.
- [39:54]
Kristen Koenig
Strategy's ready. Well, thanks Danielle for having me. This has been so much fun today.
- [39:58]
Daniel Murray
Thank you.
- [39:59]
Kristen Koenig
Thank you.
- [40:01]
Daniel Murray
Thanks so much for listening. Keep tuning in to hear more great insights from the coolest marketers from around the world. If you haven't already, make sure to subscribe, subscribe and follow the Marketing Millennials podcast on Apple Podcasts, Spotify, YouTube or wherever you get your podcast. And if you like what you hear, I would greatly appreciate you giving us a five star rating. It helps bring more marketers into our community.