Public Event Announcements

I usually book 70-80 speaking events per year. This year? Maybe 40. Just talked with a friend who's a veteran Top 50 speaker. She said: "This is the slowest year I've seen in 15 years." And you know what? This might be the best thing that's happened to our industry. Here's why: Crisis creates clarity. Despite a rise in in-person conferences and hybrid events in 2025, event analysts report that demand for keynote speakers and average speaking fees have not yet returned to pre-pandemic highs, reflecting a speaking industry still undergoing a slower recovery (Corporate Event News). This makes you realize the old model alone was fragile all along. When corporate training budgets tighten and companies restructure, it forces innovation nobody would've attempted otherwise. The data is clear: Our industry is transforming. Training hours down. Marketing budgets compressed. Organizations making hard choices about every dollar. But here's what this disruption revealed: The need for transformation hasn't decreased. The delivery model was the problem. Organizations still desperately need change leadership. Teams still need resilience tools. Leaders still need guidance through uncertainty. They just need it differently. So instead of waiting for budgets to recover, I asked: How can we serve more people with less friction? I took my power back and leveled up! Old model: One keynote → 500 executives → Hope it sticks  Leveled Up model: Keynotes (same as above) AND Industry-leading certifications → 5,000 change leaders → Proven implementation We're not lowering our value. We're expanding our reach. Companies get: • 10x more leaders trained • Sustainable transformation (not just inspiration) • Budget-friendly investment • Measurable ROI We get: • 10x the impact • Recession-proof revenue • Deeper client relationships • Scalable growth The opportunity hiding in every crisis: While many speakers are raising fees in a struggling market, smart speakers are creating accessibility. While others wait for the "old normal," innovators are building the new one. This isn't about accepting less. It's about achieving more. Your disruption playbook: 1. Thank the crisis for the clarity 2. Find the unmet need it revealed 3. Create radical accessibility 4. Scale through volume AND value 5. Build partnerships, not just bookings The speakers who thrive won't be the ones with the biggest fees. They'll be the ones with the biggest impact. And honestly? That's who we should've been all along. This disruption didn't break our industry. It's forcing us to become what our clients actually needed. The question isn't: When will speaking recover? The question is: What will you create while others wait? How are you turning your industry's constraints into creativity? Ready to transform your organization even in uncertain times? Let's talk about what's possible within your budget. DM me.

After sending over a billion emails for 600+ brands… here are my 7 top tips for selecting the right audience. You can have the best email creative in the world — but if it lands in the wrong inbox, it won’t convert. Audience is everything. Here’s what we’ve learned at esbconnect after years of powering customer acquisition for brands like Tails.com | B Corp , AA Insurance and ASOS.com : 1. Target by behaviour, not just demographics Look for people who open, click, and act. Intent beats age and gender every time. 2. But… don’t always go for the obvious behaviour When Tails.com wanted to reach new pet owners, you'd assume targeting people engaging with pet brands would outperform, right? Wrong. They were being over-targeted. Instead, we found higher conversion by targeting segments engaging with health, home and subscription offers — less crowded and more curious. 3. Test broad, then narrow Start wide to understand what actually performs — then double down. Too niche too soon and you lose scale and surprise wins. 4. Layer in recency Someone who interacted with an email yesterday is more likely to convert than someone who did 3 weeks ago. Recency = relevance. 5. Don’t ignore ‘non-buyers’ Sometimes your best audience is one that’s never bought from the category — yet. Think curious, not converted. 6. Think beyond income — target by contextual wealth We’ve seen clients waste budget by targeting £100k+ earners assuming they’re affluent. But some of the wealthiest people are those on modest incomes with low outgoings — think high equity, long-term property owners with few financial ties. 7. Make it locally relevant A £1m house in London doesn’t signal the same wealth as it does in Scotland or Wales. Tailor your audience selection to geography and cost of living — precision wins. Audience strategy isn’t guesswork. It’s data, nuance, and constant testing. Want help finding your best segments? We’ve got 17 million opted-in UK profiles and years of experience to test with.

Too often, events and congresses are treated as standalone activations, disconnected from the larger engagement ecosystem. But in reality, they should be an integral part of a broader, data-driven engagement strategy, seamlessly integrated into systems like Veeva Systems, Salesforce, and omnichannel CRMs. How, you may ask: • If an HCP asks a specific question during a congress panel, that data should trigger tailored content recommendations in the CRM, instead of a generic post-event email. • Ensure that digestible short-form key learnings from live sessions flow into on-demand content libraries, allowing non-attendees to engage later. • A Veeva-integrated chatbot could automatically send relevant whitepapers, webinars, or advisory board invites based on what an HCP engaged with at the event. • A Salesforce-powered HCP journey map could ensure that a congress attendee automatically receives digital touchpoints (e.g., follow-up emails, LinkedIn discussions, or small-group webinars) aligned with their specific interests. • A company using Veeva Vault CRM (or other CRMs) + Events Management + Salesforce Einstein AI (or Copilot) can dynamically adjust post-event outreach strategy based on how an HCP interacted with content at the congress. • Sprinklr + Salesforce CDP for social listening enables Digital Opinion Leaders (DOL) Activation by tracking and analyzing post-event conversations across various social and digital platforms. The key takeaway is that events and congresses should be fully integrated within the CRM, digital engagement, and omnichannel ecosystem—ensuring that every interaction contributes to a seamless, long-term engagement strategy rather than just a single event touchpoint. Check the full episode with Pierre Metrailler at Onomi / SpotMe on demand: https://lnkd.in/dwg7BYiu And if you want to learn more about our expertise at The Palindromic across "Next-Gen CX Strategy" and "Expert Engagement & HCP360 Enablement" - drop me a note at claude.w@thepalindromic.com

If you ask (and answer) this 1 question before starting cold outreach, you'll be on track to see 2x results from your outbound in 2025. 📌 The question is simple: Does this matter to THEM? Too often, outbound efforts are built around what we want: to book a meeting, to hit quota, to close the deal. But here’s the reality: no one cares about your goals unless they align with theirs. This is where my #EarnTheRight approach comes in. Before you send an email, pick up the phone, or craft a LinkedIn message, stop and ask yourself: “Am I talking about what matters most to my prospect?” Taking the time to create email copy and phone talk tracks that align with their priorities is critical. This is not about prospect-specific personalization. This is about RELEVANCE. ➡️ Here’s why: Relevance drives response. When you speak to the challenges and goals that matter the most to your prospect, you’re no longer interrupting them—you’re engaging them. Want to stand out in 2025? Believe me when I say the bar is low and stealing this strategy will help you 2x your results this year. Most outreach is about the seller: “We offer X,” “Our platform does Y.” Flip the script by focusing on the prospect’s world instead, and you instantly differentiate yourself. Trust builds faster when your messaging reflects that you’ve done the homework. In 2025, relevance isn’t just important—it’s essential. Buyers are busier than ever, and generic outreach is the quickest way to get ignored. When your outreach centers on what truly matters to your prospects, you earn the right to their time, their attention, and eventually, their business. 📌 How are you ensuring your team’s messaging speaks to what matters most to your prospects?

Where There’s Smoke, There’s Fire Most people pitch to everyone and their mom. But only 3–5% of your market is actually ready to buy. When we first launched TSE and our podcast started taking off, I went looking for sponsors. My strategy was simple: go where the money already is. Instead of guessing, I searched for trigger events, clues that a company was willing to spend on marketing, especially new media marketing. I looked up every sales conference happening that year and studied who the sponsors were. Those companies were already paying for booths and exposure. They were investing in brand awareness. We crafted messages that spoke directly to their pain. And then something wild happened. We started landing sponsors. After the first one or two deals closed, FOMO kicked in. Suddenly, more companies wanted to partner with us. The point is simple. Not everyone in your industry is in-market right now. As we say in Jamaica, “Yu nebba see sumoke widout fiyah.” You never see smoke without fire. So instead of blasting messages to the other 95% who aren’t ready, Look for the smoke. Identify triggers that signal buying intent in your industry. Then go all in on that 5%. That’s where the magic happens. You’ll gain traction, create curiosity, and attract even those who aren’t ready yet but are starting to notice the problem. And while you’re targeting the 5%, influence the rest with content. Here’s a stat I love. 42% of executives say they discover new solutions through social media. So while you’re doing targeted outreach, post relevant content that educates your market and watch what happens. What are some of the triggers you’ve identified in your industry? #sales

Cold email outreach is often misunderstood as a numbers game - send more, get more. But the truth is, quality always beats quantity. Your success largely depends on the quality of your email list. A well-curated list means you’re reaching the right people with the right message, while a poorly managed list can lead to low engagement, high bounce rates, and damage to your sender reputation. Here’s a few key steps to refine your cold email lists for better results: 1️⃣ Segment your audience: start by dividing your list into segments based on criteria such as industry, job title, company size, or previous interactions with your brand. 2️⃣ Regularly clean your list: over time, email lists can become cluttered with inactive or invalid addresses. Regularly clean your list to remove bounced emails, unsubscribes, and unengaged contacts. This not only improves your deliverability rates but also ensures you’re focusing on prospects who are more likely to engage. 3️⃣ Use data enrichment tools: tools like Clearbit, ZoomInfo, or Hunter.io can help you enrich your email list by adding valuable data points such as the prospect’s role, company details, and social profiles. This extra information enables you to personalize your outreach even further. 4️⃣ Monitor engagement metrics: pay close attention to open rates, click-through rates, and responses. If certain segments of your list are underperforming, it may be time to re-evaluate those contacts. Use these insights to continuously refine your list and improve your targeting. 5️⃣ Leverage intent data: incorporate intent data into your list-building process. This data shows which companies are actively researching solutions like yours, allowing you to target prospects when they’re most interested. Tools like Bombora or 6sense can provide these insights. If you do something extra special to your email lists, share below 🤓 #Sales #ColdEmail #EmailMarketing #Outreach #SalesStrategy

In today’s fast-changing media landscape, learning never stops. Recently, as a brand, we navigated the challenge of building visibility with meaning—balancing brand imagery with reach, especially for our growing Gen Z audience. This generation is reshaping the CPG world—authentic, expressive, and deeply experience-driven. While I strongly resonate with Byron Sharp’s approach to building mental and physical availability, I’ve realized that without experimentation, true growth opportunities often stay hidden. One such space that has evolved rapidly post-COVID? Live events. With rising purchasing power, audiences today are happy to invest ₹8K–₹10K in experiences that create memories—concerts, festivals, and on-ground activations. But making an IRL experience both impactful and ROI-positive is harder than it looks. A recent music festival collaboration gave me fresh perspective—here are some takeaways that might help anyone planning their next live activation: ✅ Do’s • Build campaign themes that extend beyond a single event. • Focus on measurable engagement—FPD collection, contests, UGC creation. • Keep participation fun and simple—think meet & greets, concert wearables. • Activate an influencer army to drive both on-ground and digital buzz. • Use smart, contextual placements—Spotify playlists, Uber route ads. • Integrate a sales leg—concert combos or pre-event “buy to win” offers. • Ensure you have a core team that truly lives and breathes events—those nuances make all the difference. • Add creativity and personalization—it’s what people remember. • Always do your homework: location, layout, and audience flow matter. 🚫 Don’ts • Don’t partner with inexperienced live event teams—it shows. • Avoid overpaying big influencers; mid-tier creators often deliver better ROI. • Steer clear of boxed setups—open spaces encourage organic interactions. • Unless you’re a beverage brand, skip “chill zones.” Movement = visibility. Some of this may sound obvious—but when you’re in the middle of it, these small details truly make or break your brand experience. These learnings have already changed how I approach on-ground integrations, and I hope they spark ideas for your next live activation too. #Marketing #LiveEvents #BrandExperience #GenZ #MediaStrategy #CPG #LearningByDoing #Lollapalooza #Nivea A big thank you to Nivea India, Geetika Mehta , and Shweta Dalal for this incredible opportunity—and to my amazing team for bringing it all to life! Simone Fernandes Priyanka Vaidya Nikhil George Vakkan V Jenita B. Priyanshi Bansal and our Agency Partners Publics (POT), OMD & MSL

I've said it before and I'll say it again... audience acquisition is the HARDEST part of events!! → You can’t control other people’s behavior No matter how compelling the invite, attendees will still flake, double-book, or ghost you entirely. → Everyone is over-scheduled Your target audience is drowning in meetings, travel, and responsibilities, making it tough to carve out time for your event. → Marketing noise overload Your beautifully crafted event invite is buried under hundreds of emails, LinkedIn DMs, and Slack notifications. → Budget constraints Your audience might love to attend, but travel costs, registration fees, or internal budget approvals can be deal-breakers. →  It’s a long conversion game Getting someone from awareness → interest → registration → attendance takes multiple touchpoints (more than 21 now!), and most event teams don’t have enough runway to nurture that journey. → Corporate red tape Many B2B attendees need manager approval to attend, and if their boss doesn’t see the value fast enough (or believes they can't meet their work deadlines if they go), they’re not coming. → Time zones and geography What’s convenient for one audience is a logistical nightmare for another, making global attendance tough. → Lack of immediate ROI If attendees don’t see a clear, urgent reason to attend (what’s in it for them right now?), they’ll pass. → You’re competing with “doing nothing” Sometimes, the biggest competitor isn’t another event - it’s the sheer allure of not attending anything at all. So what do you do? ➡ Leverage community & advocates People trust people more than marketing. Equip past attendees, speakers, and industry influencers with easy-to-share content and incentives to spread the word. Consider referral programs, social media challenges, or exclusive perks for those who bring a friend. Gleanin can help with this. ➡ Personalize your outreach Mass emails and generic ads won’t cut through the noise (even if they DO make it into the real inbox and not the promo folder). Use segmented messaging based on attendee type (VIPs, first-timers, decision-makers, etc.) and lean into personalized outreach via video invites, direct DMs, or targeted LinkedIn campaigns. Learn the ropes from GURU Media Hub. ➡ Make registration frictionless If your sign-up process takes more than a minute or two, you’re losing people. One-click registration, mobile-friendly pages, and auto-filling forms help. Swoogo can help with this. ➡ Follow up like a human Don’t assume “registered” means “attending.” Keep them engaged with pre-event touchpoints (speaker teasers, or a “what to expect” email written like a friend, not a corporate entity). And always give them an easy way to add it to their calendar. Concierge can help with SMS messaging. -------------------- Need other suggestions? That's what Club Ichi is for! Get advice, ideas, and a little group therapy on the Inside. Get in here: www.weareichi.com

THIRD-PARTY EVENTS ARE A POWERFUL MARKETING CHANNEL WHEN DONE RIGHT! Effective marketing involves harnessing every channel that promises high returns across the entire customer journey. Surprisingly, one of the most powerful channels often goes under-utilized in many organizations – third-party events. According to Gartner’s 2023 Tech Marketing Benchmarks Survey, third-party events are a goldmine, ranking as the second-highest source of Marketing Qualified Leads (MQLs) at 11%, just behind the web at 16%. Yet, many companies, are primarily focused on their owned events, barely giving a second thought to the power of third-party events. The potential of third-party events is multi-dimensional: from early-stage awareness, lead generation, through to later-stage acceleration and expansion opportunities. However, capitalizing on these events requires much more effort than just showing up. To maximize the potential of third-party events involves strategic planning and investing time and money into creating a pre, during, and post-event activation. My advice: Plan Appropriately: Determine your objectives for the event and put a plan into action on how you will achieve them. Develop a comprehensive plan for your pre-event outreach, your surround activities, your staffing and lead capture strategies, your booth messaging and content, your onsite meeting program with top prospects, customers, media, and analysts, and your lead follow-up strategies. Partner with marketing operations, other marketing disciplines, and your sales teams to ensure success. Invest Appropriately: A general rule of thumb is that an organization should invest 2-3X the cost of sponsorship into creating an effective activation. If you're not fully capitalizing on the potential of third-party events, you might be missing out on a substantial opportunity to amplify your marketing impact. Are you leveraging the potential of your third-party events to their fullest?

The sales stack that runs our $4.4M+ agency: CONTEXT We run outbound campaigns for > 70 B2B organisations. We need to be flexible because our clients are: - in different niches - targeting various personas - at different stages (enterprise, scaleups, SMBs) Some platforms overlap, since we adapt to clients' existing software stack. TOOLS 1/ Data "The list is the strategy" The first step in a successful outbound campaign is to build an Ideal Customer Profile (ICP) list. We can do this in several ways: - exporting data from b2b databases - scraping websites to find custom data - leveraging ai agents to research data at scale - uncovering buying intent by using monitoring signals Depending on the use case, we'll leverage: - AI Agents: Relevance AI, Claygent - Enrichment Platforms: Prospeo.io, FullEnrich, Icypeas, LeadMagic - Intent Data: Common Room, Trigify.io, LoneScale, Unify, Vector 👻 - Data Scrapers: Instant Data Scraper, PhantomBuster, ZenRows, Serper - Data Sources: Openmart (local data) DiscoLike (ai lookalikes) TheirStack (technology data) LinkedIn, Apollo, Ocean (b2b databases) To validate this data, we use 1 out of Instantly.ai, BounceBan, LeadMagic or NeverBounce. 2/ Outreach "The right message, in front of the right person, at the right time" The right message is easier to write when you have the right person. That said, you can get some extra help with platforms like Octave for ICP research, Twain for copywriting or Grammarly for spelling. To send these "right" messages, we use Instantly.ai (best at email outreach) & lemlist (best at multichannel outreach) Depending on projects, other platforms we'll use include: - Woodpecker.co, Unify, Smartlead (for email sending). - HeyReach.io (for LinkedIn outreach) - Salesfinity (for cold calling) 3/ Workflow Orchestration To bridge the gap between outreach & data, we use workflow builders that let us add conditions around how data should interact with sales engagement platforms. In practice, that means that platforms like Relevance AI, Default, Clay or n8n allow you to automate: - receiving enriched contact data - creating conditions for whether someone shall be contacted - routing leads to the appropriate campaign - reaching out The best way to think about 'workflow orchestration' is to imagine what you'd do manually if you had all the time in the world. Then, replicate these manual steps using workflow builders. 4/ Deal Closing We use OutboundSync to synchronise leads generated through outbound efforts with our clients' CRM. Plus, we use: - Attio as our CRM. - Breakcold for social selling. - Attention for meeting recording. - Qwilr to send proposals after our prospects' meetings. That's it. Once again... we use way more tools than necessary because we switch from one to another depending on our clients. If you're running outbound for your company... Pick 1 platform max per category. And you'll do just fine. That said... anything you'd add to this stack?