Marketers have more channels at their disposal than ever before, but somehow we’ve managed to fill them all with an enormous amount of noise.
For some marketers, the return of in-person events post-pandemic has provided an opportunity to build community, make connections and escape the noise.
In this episode of Conversations with MarTech, we speak with Tara Corey, senior vice president of marketing at Optimizely, to explore how brands are overcoming the modern content bombardment by prioritizing human connection and engaging storytelling while leaning into the value of in-person experiences.
Episode guide
0:00 Introduction
0:45 Meet Tara Corey
1:22 What makes content overload seem worse today than ever?
2:23 Is there an advantage to being the brand that doesn’t try to “outdo” others?
3:15 Why do live events thrive? What types of events are performing well?
6:22 What is the future of events? Is this about event personalization?
7:51 What kind of events is Tara’s team creating?
8:39 The gift of the most fragrant stand
9:07 How to create events that deliver value with fewer sales leads
11:02 The events are a word of mouth experience
12.15pm How do you build an event from an online community?
2.18pm How does a re-brand impact the types of events you host?
5.23pm What can a theme park teach you about your brand and events?
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Mike Pastore is the head of content and media at Third Door Media, the publisher of the Martech and Search Engine Land websites, and the producer of the SMX and MarTech conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B technology, creating content for marketing campaigns for both Jupitermedia and QuinStreet. Before joining Third Door Media as editorial director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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