1174: How to Increase Event Meeting Rates by 300% w/ James Huddleston

WEBVTT 1 00:00:00.320 --> 00:00:04.160 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.240 --> 00:00:09.310 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.550 --> 00:00:18.989 to be guests on your show. Learn more at sweet phish MEDIACOM. You're 4 00:00:19.070 --> 00:00:23.780 listening to be tob growth, a daily podcast for B TOB leaders. We've 5 00:00:23.820 --> 00:00:27.460 interviewed names you've probably heard before, like Gary Vannerd truck and Simon Senek, 6 00:00:27.820 --> 00:00:31.940 but you've probably never heard from the majority of our guests. That's because the 7 00:00:32.020 --> 00:00:36.689 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:36.689 --> 00:00:41.130 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:41.130 --> 00:00:45.770 experimenting with tactics. They're building the fastest growing be tob companies in the world. 10 00:00:46.409 --> 00:00:49.009 My name is James Carberry. I'm the founder of sweet fish media, 11 00:00:49.250 --> 00:00:52.920 a podcast agency for BB brands, and I'm also one of the CO hosts 12 00:00:52.960 --> 00:00:56.840 of this show. When we're not interviewing sales and marketing leaders, you'll hear 13 00:00:56.920 --> 00:01:00.520 stories from behind the scenes of our own business. Will share the ups and 14 00:01:00.640 --> 00:01:03.549 downs of our journey as we attempt to take over the world. Just getting 15 00:01:04.150 --> 00:01:14.390 well maybe let's get into the show. Welcome back to be tob growth. 16 00:01:14.469 --> 00:01:18.469 I'm Logan lyles with sweet phish media. I'm joined today by James Huddleston. 17 00:01:18.579 --> 00:01:21.620 He's the VP of marketing at certain. James, how's it going today, 18 00:01:21.659 --> 00:01:23.980 man? Yeah, how are you doing? Love it. I am doing 19 00:01:23.099 --> 00:01:26.939 fantastic. It's a Friday afternoon, sixty two degrees in the following Colorado, 20 00:01:26.980 --> 00:01:30.900 at least when we're recording this. I don't know what will be like once 21 00:01:30.019 --> 00:01:34.209 this episode jobs, but right now I'm doing fantastic, man. So we're 22 00:01:34.209 --> 00:01:38.409 going to be talking about your event strategy and things that you can do to 23 00:01:38.609 --> 00:01:42.730 have a more effective strategy, from sales and marketing alignment to looking at your 24 00:01:42.969 --> 00:01:48.200 event and abm strategies through the same Lens. Before we jump straight into that, 25 00:01:48.400 --> 00:01:49.760 though, James, I would love for you to give listeners a little 26 00:01:49.760 --> 00:01:53.400 bit of background on yourself and what you in the team at certain or up 27 00:01:53.400 --> 00:01:57.000 to these days. Yeah, sure, yeah, thanks. So, as 28 00:01:57.000 --> 00:02:00.239 you mentioned, a VP of marketing here at certain. have been a certain 29 00:02:00.280 --> 00:02:05.510 for about three years. was previously the head of product marketing. So have 30 00:02:05.709 --> 00:02:10.110 just moved into the head of marketing role. Prior to working in certain working 31 00:02:10.189 --> 00:02:15.469 the company called service source for a number of years in both sales marketing and 32 00:02:15.590 --> 00:02:19.979 sort account management, or CSM roles. So excited to be on the podcast 33 00:02:20.099 --> 00:02:23.379 sided to share some of our best practices and what we're doing. For those 34 00:02:23.460 --> 00:02:29.419 who don't know. So certain helps marters and event planners threat greater results from 35 00:02:29.699 --> 00:02:36.009 their in person events. We provide an enterprise event automation platform that enables businesses 36 00:02:36.129 --> 00:02:43.009 to create really highly tailored, personalized experiences for their events attempts. I love 37 00:02:43.050 --> 00:02:45.639 it, man, and one of the things that you guys have been working 38 00:02:45.800 --> 00:02:49.400 on that really is going to kind of be the the fodder for some of 39 00:02:49.479 --> 00:02:53.360 these lessons learned and Best Practices we're going to talk about today when it comes 40 00:02:53.360 --> 00:02:59.030 to your event strategy comes from what you guys call your event automation maturity model. 41 00:02:59.069 --> 00:03:01.909 Tell us a little bit one unpack that term for us and to tell 42 00:03:01.909 --> 00:03:06.830 us a little bit about the way you guys look at events and kind of 43 00:03:06.990 --> 00:03:09.550 how that shapes some of these learnings that we're going to be talking about that 44 00:03:09.669 --> 00:03:14.939 folks can use very tactically in their marketing event strategy. Yeah, so the 45 00:03:15.020 --> 00:03:20.819 event automation maturity model that that you're referring to. We at certain we're focused 46 00:03:20.979 --> 00:03:25.780 often on selling to very large enterprises and supporting their end and global events. 47 00:03:27.449 --> 00:03:30.729 So one of the things we've done is we're also, as I've taken over 48 00:03:30.810 --> 00:03:36.969 this roll, refreshing our account based marketing strategy and in doing so we have, 49 00:03:37.449 --> 00:03:40.090 you know, as many companies do, if you're a familiar have cheered, 50 00:03:40.129 --> 00:03:43.240 have a tiered model where, you know, we have tier one, 51 00:03:43.280 --> 00:03:46.759 which is kind of our most strategic, where we're investing the most sales and 52 00:03:46.879 --> 00:03:52.919 marketing investment in dollars and pursuing those opportunities from a new business perspective, and 53 00:03:53.000 --> 00:03:57.469 that's anywhere from like fifteen to twenty accounts per sales rep then we have a 54 00:03:57.509 --> 00:04:00.550 tier to, which is another couple of hundred and then a tier three, 55 00:04:00.629 --> 00:04:03.389 which is a couple of thousand, and that's you know that this is the 56 00:04:03.430 --> 00:04:08.629 market we're going after. I think what might be a bit unique is that 57 00:04:08.830 --> 00:04:13.580 we actually include our customers in both tier one and tier two, depending on 58 00:04:13.659 --> 00:04:17.060 their size and scope and how they're leveraging our solution today. So the concept 59 00:04:17.139 --> 00:04:21.220 of the event automation but turnity model was really more and out of how do 60 00:04:21.579 --> 00:04:27.649 not only we look at the customer from an up cell cross transactional perspective, 61 00:04:28.689 --> 00:04:31.329 because a lot of these are large enterprises who have an additional business lines or 62 00:04:31.329 --> 00:04:35.649 their additional events that we may not be fully supporting yet. But really, 63 00:04:35.889 --> 00:04:41.120 how do we bring added value to our relationship, you know, because if 64 00:04:41.199 --> 00:04:44.160 you as long as you're bringing out of value, seen as a partner and 65 00:04:44.319 --> 00:04:46.480 not a vendor, the upsell and Cross cell will ultimately, I think, 66 00:04:46.519 --> 00:04:50.959 I believe, take care of itself. So to kind of get tactical about 67 00:04:51.000 --> 00:04:56.750 what I mean by that automation maturity model. What we've really built out as 68 00:04:56.750 --> 00:05:00.550 a framework by which we can our CSM's, our solution engineers, marketing sales, 69 00:05:01.149 --> 00:05:09.060 can can partner with our customers to really assess their events business holistically, 70 00:05:09.420 --> 00:05:13.579 and not just from our tech in like an our sort of myopic technology point 71 00:05:13.620 --> 00:05:20.019 of view, but across people process technology data and really looking at what they're 72 00:05:20.019 --> 00:05:26.009 trying to achieve from their events program entirely. And then we grade them across 73 00:05:26.050 --> 00:05:30.649 those kind of for pillars and then it is assess what or provide a set 74 00:05:30.689 --> 00:05:34.569 of recommendations for how they can move from let's, you know, we scrape, 75 00:05:34.610 --> 00:05:39.319 we grade one hundred twenty five. So how you can move from one 76 00:05:39.399 --> 00:05:43.399 or a two in, let's say, the event data strategy that you're employing, 77 00:05:43.839 --> 00:05:46.240 to something a little more strategics, to a four or five, and 78 00:05:46.360 --> 00:05:53.550 so we found a lot of interest and support in that initiative and it kind 79 00:05:53.550 --> 00:05:58.269 of flows into Adm, but is also all about customer marketing and adding value 80 00:05:58.310 --> 00:06:00.029 as well. Yeah, I love the way you broke that down. I'm 81 00:06:00.029 --> 00:06:02.470 not sure if you guys think of it as, you know, pillars to 82 00:06:02.550 --> 00:06:05.740 the event strategy or not, but you know, you talked about people, 83 00:06:05.779 --> 00:06:11.819 process, tech and data when it comes to your event strategy. Had planned 84 00:06:11.899 --> 00:06:15.220 on this, but just wanted to take a quick segue and see, as 85 00:06:15.259 --> 00:06:18.970 you guys have been evaluating the event strategy for different customers and different prospects, 86 00:06:19.410 --> 00:06:24.569 is there one that tends to they've got the tech in order or they've got 87 00:06:24.689 --> 00:06:28.649 the people in order, or they're focusing on process but not the others? 88 00:06:28.730 --> 00:06:32.600 Is there any common themes that you see or potential pitfalls? As marketers listening 89 00:06:32.639 --> 00:06:36.120 to this can kind of think. Man, I think we kind of fall 90 00:06:36.199 --> 00:06:40.399 into that trap as well. Yeah, you know, I think some of 91 00:06:40.519 --> 00:06:43.759 this I'm maybe jumping ahead a little bit. One of the pit falls we 92 00:06:43.879 --> 00:06:47.509 often see is just a misalignment between sales and marketing going and leading into events 93 00:06:48.550 --> 00:06:53.990 and even, if you truly even further, a misalignment between the event planner 94 00:06:54.430 --> 00:06:59.829 and the event marketer marketing operations. So the event planner, as they should 95 00:06:59.870 --> 00:07:02.899 be very, very focused on a lot of their logistics going into the event, 96 00:07:03.620 --> 00:07:08.139 the types of attendees that are order. They're trying to hit potentially attendee 97 00:07:08.180 --> 00:07:12.779 targets, but they often what we've seen, what we see misss with and 98 00:07:13.259 --> 00:07:16.810 some of our customers, is that they may not be aligned as well with 99 00:07:16.970 --> 00:07:20.769 the event marketer and marketing ops, who are focused a little bit more on 100 00:07:21.209 --> 00:07:27.250 okay, how do we create engagement, personalize that experience for our event attendee 101 00:07:27.569 --> 00:07:33.079 so that they can ultimately create highly personalized, relevant sales and marketing activities not 102 00:07:33.240 --> 00:07:36.720 just after the event but actually during the events as well, and so that 103 00:07:36.879 --> 00:07:41.639 can be leading into events. I'd say that's one of the key sort of 104 00:07:41.759 --> 00:07:46.870 misses or areas are gaps we tendency. Hey, everybody logan with sweetish here. 105 00:07:47.069 --> 00:07:49.790 If you've been listening to the show for a while, you know we're 106 00:07:49.870 --> 00:07:55.509 big proponents of putting out original, organic content on linked in, but one 107 00:07:55.550 --> 00:07:59.420 thing that's always been a struggle for a team like ours is to easily track 108 00:07:59.579 --> 00:08:03.220 the reach of that linkedin content. That's why I was really excited when I 109 00:08:03.259 --> 00:08:05.579 heard about shield the other day from a connection on, you guessed it, 110 00:08:05.779 --> 00:08:09.819 linked in. Since our team started using shield, I've loved how it's let 111 00:08:09.860 --> 00:08:16.649 us easily track and analyze the performance of our linkedin content without having to manually 112 00:08:16.769 --> 00:08:22.089 log it ourselves. It automatically creates reports and generates some dashboards that are incredibly 113 00:08:22.209 --> 00:08:26.370 useful to see things like what content has been performing the best and what days 114 00:08:26.410 --> 00:08:30.439 of the week are we getting the most engagement and our average views proposed. 115 00:08:30.800 --> 00:08:33.519 I'd highly suggest you guys check out this tool if you're putting out content on 116 00:08:33.679 --> 00:08:37.679 Linkedin, and if you're not, you should be. It's been a game 117 00:08:37.720 --> 00:08:41.070 changer for us. If you go to shield APP DOT AI and check out 118 00:08:41.110 --> 00:08:45.750 the ten day free trial, you can even use our promo code be to 119 00:08:45.870 --> 00:08:50.269 be growth to get a twenty five percent discount. Again, that's shield APP 120 00:08:50.629 --> 00:08:54.980 DOT AI and that Promo Code is be the number to be gross all one 121 00:08:56.059 --> 00:09:01.299 word. All right, let's get back to the show. Yeah, that 122 00:09:01.419 --> 00:09:05.940 totally makes sense, James. So what are some of your recommendations for that 123 00:09:05.220 --> 00:09:09.690 event? Marketing and sales alignment? Let's talk about pre event. You talked 124 00:09:09.690 --> 00:09:13.049 about at the event. I think we circle back to that in a second, 125 00:09:13.090 --> 00:09:16.409 but let's talk about leading up to events, some best practices or some 126 00:09:16.610 --> 00:09:22.970 common solutions to just that communications gap or, you know, goal alignment gaps, 127 00:09:22.090 --> 00:09:26.519 whatever you guys might be seeing typically between those three functions. Yea, 128 00:09:26.559 --> 00:09:30.799 a great question. We so one of the things I'll kind of circle acted 129 00:09:30.919 --> 00:09:35.960 something really tangible that we do. So as we go into events, whether 130 00:09:35.000 --> 00:09:39.789 there are events we are sponsoring or events for hosting, even small our field 131 00:09:39.789 --> 00:09:43.750 events, we have what we call a revenue war room meeting. We set 132 00:09:43.789 --> 00:09:50.190 up literally a war room whereby all of our month the key marketing stakeholder, 133 00:09:50.350 --> 00:09:56.460 so that my planner, my field market or marketing offs to Manas and is 134 00:09:56.580 --> 00:10:00.259 included in that meeting. And then on the sale side we've got all the 135 00:10:00.379 --> 00:10:03.700 sales people and and you know, business development as the ARDS, whatever you 136 00:10:03.820 --> 00:10:09.769 call you know that that part of sales all included in that meeting and one 137 00:10:09.769 --> 00:10:11.210 of the things that I like that a little fun with it. We have, 138 00:10:11.570 --> 00:10:18.049 basically because our end goal is how many target accounts, how many target 139 00:10:18.129 --> 00:10:24.519 contacts, cust potentially customers or prospects can we get meetings with leading into going 140 00:10:24.600 --> 00:10:26.519 into this event, because that's where you're going to be successful. Is Actually 141 00:10:26.519 --> 00:10:31.519 presetting a lot of those meetings. And so what we try to do is 142 00:10:33.159 --> 00:10:37.230 we have what's called a most most wanted lists. So so we look at 143 00:10:37.269 --> 00:10:41.470 all of our tier ones and Tier Two's and then look at, okay, 144 00:10:41.509 --> 00:10:45.429 who do we believe it's going to be attending the event? Either you have 145 00:10:45.549 --> 00:10:46.789 the list. Even if you don't have a list, you can look at 146 00:10:46.830 --> 00:10:52.820 local prospects and we create most wanted posters for every single we just go we 147 00:10:52.899 --> 00:10:56.899 go on their linkedin profile, we copy their picture, we create it just 148 00:10:58.139 --> 00:11:01.980 is super easy. But we create most wanted posters and as the s drs 149 00:11:01.019 --> 00:11:03.649 or the AEES, and we go through this, by the way, in 150 00:11:03.769 --> 00:11:09.250 that war room meeting and as the scrs and as preschedule meetings with one of 151 00:11:09.289 --> 00:11:13.529 those most wanted, they get to, you know, cross that that most 152 00:11:13.610 --> 00:11:16.370 wanted. They get that bounty, if you will. Sometimes we actually put 153 00:11:16.409 --> 00:11:20.440 some skin in again. We put some incentives on the table, like spiffs 154 00:11:20.559 --> 00:11:24.399 or for setting those meetings. But you know, that's just one way you 155 00:11:24.480 --> 00:11:28.759 can get together with your sales counterparts, with the rest of the marketing organization, 156 00:11:28.120 --> 00:11:31.200 and have a little fun with it, put a little skin in the 157 00:11:31.240 --> 00:11:35.590 game, and it's amazing what that can do. For like we've just in 158 00:11:35.669 --> 00:11:41.190 terms of results our last two trade shows we've sponsored, we have literally had, 159 00:11:41.230 --> 00:11:46.870 I think we had a very small booth but had fifty meetings within a 160 00:11:46.029 --> 00:11:50.059 very finite period. So it just blew away what we've done before. And 161 00:11:50.139 --> 00:11:54.580 then in the spring we also had probably about three hundred times the number of 162 00:11:54.820 --> 00:12:00.220 meetings then we had the year prior. So just really seeing a lot of 163 00:12:00.299 --> 00:12:03.529 success just employing that barely simple strategy. Yeah, absolutely. I mean there's 164 00:12:03.570 --> 00:12:07.769 two parts to that. There's the the strategy of you know what it looks 165 00:12:07.809 --> 00:12:11.450 like, the execution, how you have some fun with it, how you 166 00:12:11.690 --> 00:12:15.049 make it a big deal internally, with the way you guys do with most 167 00:12:15.090 --> 00:12:18.879 wanted posters. There's a number of ways you could do that within your own 168 00:12:18.919 --> 00:12:22.519 organization. And then the other is just this shift, as opposed to how 169 00:12:22.559 --> 00:12:26.000 many cards, how many badge scans can we have at our booth to feed 170 00:12:26.080 --> 00:12:30.629 the STR team to try and set meetings post event. It's a heck of 171 00:12:30.710 --> 00:12:35.029 a lot easier to try and set meetings at the event because people are investing 172 00:12:35.149 --> 00:12:41.149 their dollars, their their personal time and company budget to be there and then 173 00:12:41.149 --> 00:12:45.980 when they get back they're being flooded by all the post event stuff. They're 174 00:12:45.980 --> 00:12:48.139 playing catch up and so it's the worst time to actually set meeting. So 175 00:12:48.700 --> 00:12:52.740 I love this shift that you're talking about. Man, that's a great point. 176 00:12:52.820 --> 00:12:56.539 That's a really good yeah. So, James, let's talk a little 177 00:12:56.539 --> 00:13:01.610 bit about creating personalised events. You mentioned kind of consulting with a lot of 178 00:13:01.690 --> 00:13:05.929 your customers about the experience that they're creating at the events. So it could 179 00:13:05.929 --> 00:13:07.649 be, you know, some of the things that you're doing with these meetings 180 00:13:07.730 --> 00:13:11.330 that the SDRs are setting up, or I've talked to other folks that, 181 00:13:11.570 --> 00:13:15.840 you know, have had a lot of success with their events by creating these 182 00:13:15.960 --> 00:13:18.480 small get together. So you know, we've done what we called BEB growth 183 00:13:18.600 --> 00:13:22.120 dinners where we've we find eight to ten people that we know we want to 184 00:13:22.159 --> 00:13:26.269 connect with. Sometimes it's as formal informal, as you know, getting the 185 00:13:26.350 --> 00:13:30.590 group on text and setting up that dinner, but tell us a little bit 186 00:13:30.629 --> 00:13:31.870 about, you know, some of the things that you guys have been seeing 187 00:13:31.909 --> 00:13:37.110 or some of your customers that have been very effective at creating personalized experiences at 188 00:13:37.149 --> 00:13:41.980 their events. Yeah, yeah, I think one of our customers is a 189 00:13:41.059 --> 00:13:46.220 great example of doing this and you just point. You made a great point 190 00:13:46.379 --> 00:13:52.539 around using or being targeted in a type of events you're throwing to get the 191 00:13:52.700 --> 00:13:56.289 right sort of audience there. So one of our customers did the same thing 192 00:13:56.330 --> 00:14:00.529 and on a very, very large scale across the globe, they basically said, 193 00:14:01.169 --> 00:14:03.250 here's what we're in method lot, you know, a lot of investment 194 00:14:03.289 --> 00:14:07.769 is going into these events. Let's figure out how we can get really strategic, 195 00:14:07.929 --> 00:14:11.360 really targeted about the types of events were throwing. So we're not going 196 00:14:11.360 --> 00:14:13.600 to change our budget, but we may change, you know, instead of 197 00:14:13.679 --> 00:14:18.559 doing as many user conferences. We made to your point, do smaller field 198 00:14:18.799 --> 00:14:24.000 marketing type of events to get in front of and get even closer to, 199 00:14:24.159 --> 00:14:28.149 in almost one on one conversations with the type of people we want to be 200 00:14:28.269 --> 00:14:33.669 in front of. In some examples, like tangibly, how they're creating a 201 00:14:33.990 --> 00:14:41.019 like personalized experience for those individuals. so as those individuals are registering for these 202 00:14:41.100 --> 00:14:46.860 events, they are often already from the registration form, a pretty personalized experience 203 00:14:46.980 --> 00:14:50.779 and that you know, if I'm a VP and I'm registering for the event 204 00:14:50.620 --> 00:14:54.610 based on my title, they've got logic built in the form that notes if 205 00:14:54.730 --> 00:15:01.649 anything from a VP and and greater you shoulld be the form should automatically ask 206 00:15:01.769 --> 00:15:05.490 me if I want to be included in a VIP happy hour. So that's 207 00:15:05.570 --> 00:15:07.480 one way they're doing that pre events. So they're they're really kind of just 208 00:15:09.000 --> 00:15:11.799 out of the gates creating that personal experience. Then within the events, you 209 00:15:11.840 --> 00:15:16.720 know, as again kind of carrying this analogy through, if I'm a VP 210 00:15:16.799 --> 00:15:20.950 and I check into their event, they're leveaging a tech are checking technology that 211 00:15:22.110 --> 00:15:26.950 allows fort that would actually then kickoff a text message to their head of sales, 212 00:15:26.190 --> 00:15:31.629 to their marking or the salesperson responsible for my account specifically so that that 213 00:15:31.830 --> 00:15:35.899 individual can come greet me personally, welcome me to the events, tell me 214 00:15:35.940 --> 00:15:41.700 about any additional VIP or sessions that I should be aware of. And then, 215 00:15:41.220 --> 00:15:45.059 you know, even within the events, as I go to various difference 216 00:15:45.259 --> 00:15:48.580 sessions, they're collecting that information so that they know. Okay, James was 217 00:15:48.659 --> 00:15:52.970 interested in account based marketing. Went to a lot of account based marketing sessions. 218 00:15:54.529 --> 00:15:58.769 They can immediately, any almost in real time, follow up with content. 219 00:15:58.929 --> 00:16:02.250 So, to your point earlier, sometimes when you get post event there's 220 00:16:02.289 --> 00:16:04.360 just too much noise. They're catching back up. They've had a weekend. 221 00:16:06.000 --> 00:16:10.759 In this case, they can actually send me contents that is relevant to account 222 00:16:10.799 --> 00:16:14.679 based marketing while I'm still there. Well, I'm still on site. And 223 00:16:14.799 --> 00:16:15.960 then, I would say, finally, one of the things that they like 224 00:16:17.080 --> 00:16:21.990 to talk about is is leads before happy hour, which is just, you 225 00:16:22.029 --> 00:16:25.669 know, they're kind of have some fun with how they want to make sure, 226 00:16:25.830 --> 00:16:29.269 as I check into these sessions, that that activity is being integrated well 227 00:16:29.350 --> 00:16:33.500 with their marketing automation, with their CRM and their sales being sees what I'm 228 00:16:33.620 --> 00:16:36.899 doing at any point in time and I become a lead, you know, 229 00:16:37.299 --> 00:16:41.059 before before I even go to that at the IP event, to that cocktail 230 00:16:41.059 --> 00:16:44.580 are. You know, it's instantaneous so they can fall up with me as 231 00:16:44.620 --> 00:16:48.450 quickly as they'd like. I love that. Leads before happy hour. We've 232 00:16:48.490 --> 00:16:52.730 got most wanted event attendees. We've got leads before happy are you guys are 233 00:16:52.769 --> 00:16:56.850 just doing some really fun things between the things that you're helping your customers execute 234 00:16:56.049 --> 00:17:00.129 think about, as well as just your own event strategy. James, I 235 00:17:00.519 --> 00:17:04.240 think you've shared a ton of value with listeners today. I think the biggest 236 00:17:04.319 --> 00:17:08.039 thing from my takeaway is just you know what would happen if you shift your 237 00:17:08.079 --> 00:17:12.480 mindset to meeting set at an event versus post event? I think that is 238 00:17:12.519 --> 00:17:18.029 a a fundamental shift that a lot of marketing teams could go through to test 239 00:17:18.109 --> 00:17:22.349 that effectiveness and you guys, as you share it, have seen some tremendous 240 00:17:22.390 --> 00:17:25.990 results with it. So I really appreciate everything you shared with listeners today, 241 00:17:25.990 --> 00:17:29.710 James. If anybody listening to this wants to reach out pick your brain a 242 00:17:29.789 --> 00:17:33.420 little bit more on their event strategy, maybe have you guys look at where 243 00:17:33.460 --> 00:17:37.740 are they on that scale of what you guys define as the event automation maturity 244 00:17:37.779 --> 00:17:40.779 MODEL? What's the best way for them to learn more or stay connected with 245 00:17:40.900 --> 00:17:45.769 you? Yeah, so encourage you to visit our website, certaincom. You 246 00:17:45.890 --> 00:17:49.170 can connect with me personally on Linkedin. So again, James Huddleston, you 247 00:17:49.250 --> 00:17:55.490 can even email me if you wish. Jay Huddleston at Certaincom we also host 248 00:17:55.569 --> 00:18:00.519 a podcast as well, masters of events, which you can also would encourage 249 00:18:00.519 --> 00:18:03.319 you guys to subscribe to and listen to as well, because we share some 250 00:18:03.839 --> 00:18:08.119 other very specific best practices. Yeah, absolutely, but, James, this 251 00:18:08.200 --> 00:18:11.039 has been a great conversation, man, are really appreciate it. Thank you 252 00:18:11.079 --> 00:18:14.589 so much for being on the show today. Yeah, thank you so much. 253 00:18:14.630 --> 00:18:18.910 Looko, thanks for having me. We totally get it. We publish 254 00:18:18.990 --> 00:18:22.509 a ton of content on this podcast and it can be a lot to keep 255 00:18:22.549 --> 00:18:26.619 up with. That's why we've started the BB growth big three, a no 256 00:18:26.779 --> 00:18:32.619 fluff email that boils down our three biggest takeaways from an entire week of episodes. 257 00:18:33.099 --> 00:18:37.980 Sign up today at Sweet Fish Mediacom big three. That sweet PHISH MEDIACOM 258 00:18:38.819 --> 00:18:40.579 big three.