George B. Thomas
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Events for your brand can feel like a double-edged sword. On one hand, events can be seen as non-negotiable—essential for building connections, generating buzz, and driving leads. Also, depending on the event, it can be something that makes everyone on your team feel good and connected. On the other hand, they’re often a massive drain on time, energy, and budget, with results that are hard to measure and even harder to replicate.
How many times have you wondered, after all the planning and spending, whether your event actually moved the needle? It’s frustrating, right? All that effort, and you’re left asking: Was it worth it?
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But what if events could do more? What if they became a year-round engine for engagement, a cornerstone of your marketing and sales strategy, and a way to foster true community? That’s where Kristen Koenig, Regional Vice President of Video Go-To-Market at RingCentral, comes in.
Kristen’s experience in SaaS, video, and event marketing has given her an unmatched perspective on how to turn events into sustainable growth drivers. And in her recent #INBOUND24 talk, she didn’t just scratch the surface—she delivered actionable insights that any company, no matter the size, can use to transform their approach.
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In this conversation, Kristen and I tackled the big questions. How do you guarantee your events don’t just create a splash but ripple across the entire year? How can you repurpose event content so it delivers value long after the last attendee has left? And most importantly, how do you choose the right types of events and tools to maximize impact, especially when budgets are tight?
Let's talk about what you're going to learn:
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Turning Events Into Year-Round Assets: Practical strategies to extend the value of your events beyond the event day.
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Repurposing Event Content: Learn how to turn one event into countless high-impact assets, from social media snippets to blog posts and beyond.
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Choosing the Right Event Formats: Whether it’s in-person, virtual, or hybrid, find out how to pick the format that aligns with your goals.
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Navigating Event Budgets: Discover cost-effective ways to create meaningful, impactful events—even with limited resources.
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Emerging Trends in Event Marketing: What’s on the horizon for events, from AI-driven tools to building true community-driven experiences.
By the end of our journey together, you’ll have a roadmap for turning your events into a powerful growth engine—whether you’re a solo marketer or part of a larger team.
Using Social Data to Drive Business Insights
Events are a serious investment—time, money, energy. That's not breaking news, right?
And yet, too often, they end up feeling like a fleeting moment. You work tirelessly to make everything perfect, the big day comes and goes, and then what? Without a clear plan, events can feel like sand slipping through your fingers, leaving you wondering if all that effort was worth it.
The reality is, events can and should do more than just make a splash on the day they happen. Every session, interaction, and piece of content generated at an event holds the potential to extend its impact far beyond the event itself.
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Think about it: your team’s breakout session could be turned into shareable social media snippets. That keynote could fuel a podcast episode or inspire an entire blog series. Every piece of content has the power to keep the conversation going.
Kristen Koenig understands how to make this shift. She approaches events not as a finish line, but as a starting point—a launchpad for ongoing engagement. It’s about seeing every event as a generator of resources and opportunities, turning a single day into months of value for your business.
Putting It Into Action
Not sure where to start? Here are three quick ways to rethink your next event:
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Record Everything: From the keynote to the casual hallway chats, every moment can become valuable content.
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Think Beyond the Event Day: Plan ahead for how you’ll use the footage, audio, and materials across platforms like LinkedIn, YouTube, and your blog.
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Set Up a Follow-Up Strategy: Don’t just thank attendees—re-engage them with exclusive content, behind-the-scenes highlights, or a next-step invitation.
When you start treating events as more than just a day on the calendar, you’ll unlock their full potential—and you’ll stop questioning whether they were worth the effort.
Maximizing the Impact of Event Content
Events are packed with incredible moments—insights, conversations, and breakthroughs—but too often, all that value vanishes as soon as the event ends. You spend months planning, capturing brilliant content, and then what? Without a clear part of your event strategy dedicated to repurposing and reusing nthat material, it sits untouched, gathering digital dust. It’s not just wasteful—it’s a missed opportunity to extend your event’s impact and keep your audience engaged long after the final session.
Kristen shared some incredible insights on how to flip the script. It starts with repurposing. Think of your events as an overflowing treasure chest—every keynote, breakout session, and panel discussion is packed with opportunities to connect with your audience in fresh, meaningful ways.
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The trick isn’t to use every piece of content but to zero in on the moments that resonate most deeply with your audience. Those memorable moments? They’re the ones that can drive the most impact. She explained it beautifully with her concept of “content confetti”—taking the standout highlights of your event and spreading them across your marketing channels like colorful sprinkles.
Audiograms, video snippets, blogs, social posts—each format helps your message reach a different segment of your audience. And here’s the kicker: it’s not just about you posting content. Your speakers, attendees, and even your customers can become advocates by sharing those repurposed pieces, expanding your reach exponentially.
Putting It Into Action
Not sure where to begin? Don't worry, here's are a few ideas to get your noodle going:
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Plan for Repurposing Ahead of Time: Before your event, decide what content you’ll prioritize and how you’ll repurpose it.
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Empower Speakers and Attendees: Provide them with ready-made snippets they can share on their own channels to amplify your event’s message.
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Focus on Quality, Not Quantity: Repurpose the moments that truly stand out—high-value content will always outperform a flood of mediocre posts.
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Diversify Your Formats: Use audiograms, social clips, blog posts, or even infographics to appeal to different preferences within your audience.
When you start thinking of events as content engines, you transform them into more than just memorable experiences—they become lasting assets that keep working for you long after the event ends.
Choosing the Right Event Formats
Not all events are created equal, and not every format fits your goals. Whether you’re looking to generate leads, deepen customer relationships, or build brand awareness, the type of event you choose can make or break its success. But let’s be honest—deciding between a webinar, a podcast, an in-person gathering, or something entirely different can feel like navigating a maze.
Kristen emphasized that it all starts with knowing your goals. Are you looking to capture top-of-funnel leads? Then smaller, digital events might be your best bet.
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Are you focused on strengthening relationships with existing customers? An intimate dinner or interactive workshop might deliver more value. The key is to avoid a one-size-fits-all mentality and instead match your format to the specific outcomes you’re targeting.
It’s also critical to evaluate what has worked in the past. Kristen shared how her team at RingCentral analyzes previous events to determine what was effective and what wasn’t. This strategic evaluation helps refine their approach, ensuring every event they host aligns with their broader business objectives.
Putting It Into Action
Here are a few ways to make smarter choices when selecting event formats:
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Start With Your Goals: Clearly define the purpose of your event. Is it lead generation? Customer engagement? Brand awareness? Let your objectives guide your decision.
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Analyze Past Success: Review metrics from previous events. Which formats delivered the highest ROI? Use those insights to shape your future plans.
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Segment Your Audience: Tailor the format to the audience you’re targeting. A C-suite audience may prefer an exclusive dinner, while younger professionals might engage more with digital events.
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Experiment and Iterate: Don’t be afraid to test new formats, but make sure to measure their effectiveness and adjust your strategy as needed.
By choosing event formats that align with your goals, audience, and resources, you’ll maximize the impact of every interaction and create experiences that resonate long after the event ends.
Navigating Event Budgets with Precision
Budget constraints can feel like a roadblock, but they’re actually an opportunity to get creative and laser-focused on what matters most. Kristen highlighted that effective budget allocation isn’t about spending less—it’s about spending smarter. Think of it this way: every dollar should drive meaningful outcomes, whether that’s generating leads, fostering relationships, or elevating brand awareness.
One key point Kristen made is reevaluating event performance. If a trade show isn’t bringing in quality leads but still eats up a large portion of your budget, it’s time to pivot.
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Scale it down or shift its purpose—maybe it’s better suited for brand awareness rather than lead generation. Alternatively, consider smaller, high-impact events like intimate dinners or targeted webinars. These can deliver exceptional ROI with a fraction of the spend.
Putting It Into Action
Here’s how to make the most of your event budget:
- Audit Past Events: Look at what worked and what didn’t. Did the event meet its objectives? If not, adjust or eliminate it from your strategy.
- Shift Focus: Instead of pouring money into ineffective large-scale events, invest in smaller, targeted formats that align with your goals.
- Leverage Digital Options: Online events can be cost-effective and still create meaningful engagement. Webinars, live streams, or even virtual roundtables can yield high returns without stretching your budget.
- Collaborate Creatively: Partner with other organizations or sponsors to share costs and maximize impact.
With a strategic approach, your event budget can go further than ever, delivering not just results but a clearer path to growth.
Emerging Trends in Event Marketing
The world of event marketing is shifting at lightning speed, and staying ahead of the curve is no longer optional—it’s essential. Kristen shared three transformative trends that every organization should be watching if they want to stay competitive and relevant in this evolving landscape.
1. The AI Revolution in Event Planning
Artificial intelligence is poised to redefine the event marketing industry. Kristen painted a vivid picture of a future where AI tools streamline the entire event planning process, from generating graphics to creating fully fleshed-out event agendas. Imagine inputting your goals and having a complete event blueprint in minutes. This isn’t just faster—it’s a game-changer for resource-strapped teams looking to accomplish more with less.
2. Building True Event Communities
Gone are the days when events were isolated moments in time. Kristen highlighted how the most successful organizations are transforming their events into thriving, year-round communities. It’s about fostering connections that continue well beyond the closing keynote, driven by shared content, ongoing learning, and authentic interactions among attendees.
3. The Evolution of Video in Events
Video continues to dominate, and its role in event marketing is only growing. Kristen emphasized the importance of video for creating immersive, memorable experiences—both during and after an event. From live-streamed sessions to micro-content snippets shared post-event, video is a powerful tool for extending reach and engagement.
Make Your Events Work Harder for Your Business
Events are an opportunity to drive meaningful connections, deliver lasting value, and fuel your marketing and sales efforts long after the final attendee logs off. But to make that happen, you need a strategy that’s focused, intentional, and built to work smarter—not harder.
From turning events into year-round assets to repurposing content, choosing the right formats, and navigating budgets with precision, Kristen’s insights offer a clear roadmap for maximizing your event efforts. Whether you’re just starting out or looking to level up, the takeaway is simple: every event has the potential to create lasting impact, but only if you plan for it.
So, here’s the challenge: Take one idea from this conversation and put it into action. Maybe it’s building a strategy to repurpose your event content or rethinking how you measure success. Start there, see the results, and build from that momentum.
Still Need Help Getting Started?
If you’re feeling stuck or need a partner to help you bring these strategies to life, that’s where my team and I at Sidekick Strategies come in. Let’s transform your events from temporary moments into growth engines that deliver value long after the lights go down. Ready to make it happen?
Start a conversation and let's work together to reimagine how events drive value, growth, and opportunity for your company. We're so excited to hear from you.
