Maximize Lead Generation From Live Events With Proven Methods

Event leads don't have to be rubbish!

I would roll my eyes every time I got event leads in my first years in Sales. They were mostly unqualified but Marketing still assigned them to us anyway. And we had to call every single one of them else Management would pull us aside for a chat.

But event leads can actually be a goldmine especially when selling to Mid-market and Enterprise accounts. You do need a plan though for how you’re going to attract and capture good leads. And that’s why Rita Vass is joining us today. To talk about generating leads at live events.

Rita comes to us with 15 years of experience in sales and marketing combined. She's held multiple marketing leadership roles in the events and tech space. What she knows best is how a successful event strategy can make all the difference in your marketing mix. And today you'll get to see what that event strategy is so you can capture more leads at your next event. Good ones.

By the way if you’re new to the channel: I’m Viktor, a full-cycle Account Executive turned Sales Manager with 10 years of B2B Sales experience and on this channel I cover topics from prospecting to closing and everything in between.

Now let’s jump into the interview!

PS: If you're looking for help with directing Marketing Events you can reach out to Rita via LinkedIn here: https://www.linkedin.com/in/ritavass/

Interview transcript

Viktor (00:37.843)
Hi Rita, thanks for being here today.

Rita (00:41.454)
Hi Victor, thanks so much for having me.

Viktor (00:44.879)
The question on everyone's mind is, um, is how do you do events? Right. Because, uh, as a sales rep, I know that a lot of us have, um, have scoffed at events and anytime they get an event lead, uh, they would rather just chuck it out the window. Then again, I've, I've seen events work where we have a lot of high quality leads, especially in the enterprise segment. So that makes me wonder that there is a right and wrong way of doing events.

Based on your experience, what type of companies should consider events in the first place?

Rita (01:23.95)
Okay. Well, I do think that there's such a vast array of different events that you can go to that in general, of course, I'm a little bit biased because I do love events and do love event marketing. And I think when done right, it's a perfect touch point or a perfect marketing channel in your marketing mix as a whole. There are so many positives and benefits to going to live events, you know, just to name a few, you know,

It boosts your brand awareness. It's the perfect one -to -one interaction platform. It has a positive perception on your brand. And last but not least, you can really generate good leads when done right. So when I think about it this way, my ultimate kind of advice or things I would consider as a company, whether or not to go to live events is really to find that...

particular event that fits your brand and your goals and your KPIs and what is it that you really want to get out of it. You can look at, for instance, trade shows, which is like the massive events where you get a lot of delegates, a lot of sponsors, you get great content, but it's really massive. But then when you look at a different event, for instance, which is like a VIP small niche, you only have decision makers there.

It's more compact. You can think about that, for instance, or you've got the thought leadership seminars where you get a lot of content, in particular, less sponsors, very focused approach, and we could go on and on. So I do think when you're thinking of, should we go to events? Where will we get the best leads? You really need to make sure that you align your goals, KPIs as mentioned, and just where

In particular, you'll find your ICP.

Viktor (04:36.175)
That's interesting that you say that because you're talking about events in terms of positioning, which I mean, it makes sense. So how do you decide as a company on which event is the right fit for you?

Rita (04:54.766)
Yeah, I mean, it's really tricky, let's be honest, because you need to look at so many different bits and pieces. But in all effectiveness, when you're looking at the return on investment for an event, you kind of need to make sure that everything is aligned. You need to consider, is the event aimed at my ideal client?

How much does it cost to participate? Whether the team has time to put it together? How many leads will be gathered? Is the event super far away or is it in the region that I want to focus on? Then, is it a co -sponsored event? Are we looking at working with partners at this event? So there's so many different bits and pieces that you kind of need to look at first.

Viktor (06:31.599)
What can you do to actually stack the odds in your favor so these events do have that ROI that you spoke of?

Rita (06:38.542)
Yeah, ultimately, when for instance, from from my past experience, when we were building out our event pipeline, what we really looked at is whether these particular events are going to be either for brand awareness, is it going to be for hiring purposes? Or is it going to be a lead generating? And when we were looking at lead generating events, as we spoke about it before, Victor, that's

That was like our main goal, our main purpose. And the way we worked at it is we built a really strong before, during, and after kind of process for all of our events. And those all had to align with what are the activities that we're going to be doing on site? How are we going to be following up with leads? What are the nurture emails going to look like?

even before the event, are we going to be looking at doing, let's say, a specific landing page where people can come and pre -book meetings so that on site we're going to already have great conversations? Are we going to be doing an exciting, boosting, you know, the floor kind of element, an experience? Are we going to be having special swag on site?

What is it that we're going to do to make sure that we get that foot traffic to our booth and make sure that we actually talk to the right people? What kind of content are we going to bring with us? What are we going to be doing, for instance, demos on site? Every little element, what are we going to be speaking about on stage if we had a speaking, for instance? So there's all of these little bits and pieces that come together as a whole.

to make sure that we can actually generate the leads that we want. And when we're talking about leads, we do need to distinguish between, are we only talking about getting a new prospect or do we consider having a fantastic conversation with an existing client on board already as well? Those kinds of conversations are so important because what we've realized is it can be an upsell opportunity.

Viktor (08:49.615)
Mm -hmm.

Rita (08:58.766)
we can be also looking at a turn prevention conversation. So, you know, leads in general, it depends on how you look at it. But all of these little things that I just mentioned add up to is the event going to be successful? How is it going to be successful? And whether or not it's going to have the return on investment that we're looking for.

Viktor (09:21.967)
Yeah, well, that's a lot of moving pieces you got there. I would only assume that if you don't prepare, things can go wrong. Mistakes will be made. So what are the common mistakes that you see teams making, teams who don't sweat the preparation part? And what is one thing that you're doing to make sure that these events can be avoided?

Rita (09:51.534)
Yeah, well, you know, again, I think it's really important to look at event marketing or events in a holistic way. So we've got the approach where it is part of the grand marketing mix. It's a marketing channel. It's a touch point within the big strategy. So you need to make sure that you've got all your different other strategies aligned. So your social is on point. You've got great supporting content.

You've got your email marketing ready. You've got all of those things. And then within just event marketing and that kind of prep, you're looking at what I mentioned, the before, the during, and after. So how do you avoid mistakes? You avoid them at every single stage when working the process. So let's say if we look at the before stage, preparation is key. You kind of prepare for making sure...

that you've got your team syncs. Everybody knows what they're doing on site. So for instance, when we used to do our sales enablement sessions, we had a session called Working the Floor. And Working the Floor is also about how do you not have your whole entire team behind the desk or within your booth space? Because there's nothing more intimidating.

when someone's trying to walk up to a booth and you've got that whole brigade standing there and worst of all, chatting to one another. So this kind of pre -event preparation is going to be something that's going to help you avoid the during the event problems as well. Or for instance, I remember we used to work together, McDarrin. So...

Viktor (11:38.863)
Yeah. Yeah.

Rita (11:45.358)
We had an instance where we had all these great enablement sessions and the team was super prepared. And for some reason, we had a lot of people come to the booth, which was not for some reason, for every great reason that we prepared for. But for some particular reason, we weren't able to qualify the right people in a short amount of time. So what we realized is,

everybody was taking too long to, you know, speaking to individuals, let's say that came up to the booth that were not particularly the top ICP that we wanted to speak to. So what I'm trying to say, exactly. So what I'm trying to say is, you know, you've got to pre -qualify the people that you're speaking to and try and kind of limit that interaction to...

Viktor (12:30.223)
Yeah, so disqualifier the right.

Rita (12:41.838)
10, 15 seconds, hopefully, hopefully your first question that you're addressing that person or the second one is going to give you the right information, whether or not you want to continue, you know, speaking to them. And this kind of also leads into the problem of, you know, swags. How are you going to use your swag? Every company that goes to these great trade shows, for instance, have really cool swag on hand. But

Viktor (12:55.855)
Yeah.

Rita (13:09.294)
Again, how are you going to use that? You want to make sure that you kind of separate the ones where are, you know, of higher value, let's say, and you want to make sure that when you have those great conversations, you still have higher quality, good swag on hand, giving them to the right kind of prospect when it comes to on site kind of working.

Viktor (13:30.063)
Right. Right. And.

And you mentioned like in this past two minutes, you mentioned three really important things that I like to highlight for everyone still listening. First of all, the goal of these events or like from a sales side, let's talk from a sales side, it's to get leads and you want high quality leads and a lot of them, hopefully. So anything that you have at the event should support lead generation. So swag that you mentioned, it's...

Not you're not doing it to be nice and give stuff away. Yes. Um, you, you do want your brand out there and, and every time, you know, someone checks, um, uh, I don't know some swag that you have on the desk. They'll ask about your company and then, oh, like, where did you get this? I got this from the bit rise booth. What's bit rise. And then they start a conversation. Uh, but everything you do, uh, is a tool, a means to an end. And that.

Rita (14:20.75)
Mm -hmm. Yeah.

Viktor (14:30.383)
end is to capture high quality leads. And if you want to capture high quality leads and do a lot of them, the last thing you want, the second thing that you mentioned is that, uh, you're not there to have meetings. Well, yeah, you can have separate meetings with, uh, if you're selling to enterprises and, and pre book these meetings. But when someone is attracted to your booth, your goal isn't to have a 30 minute conversation. You're not going to do a platform overview.

demo for them on the spot. It's capture and release. Pre -qualify, are they the right fit for your personas and ICP? Are they interested? What's their level of awareness? Capture all this information and if it's a hot lead, have an account executive or BDR reach out to them directly to book a meeting while that interest is high or get to them after the event, but it's capture and release not to...

keep hold of people because your opportunity cost will be high. By that, I mean, when you're talking to that person, you're not capturing 10, 15 other leads in the process. So love, I wanted to call that out.

Rita (15:40.366)
Absolutely. And now that you were saying these things, I do think that one of the ways that you can really actually get a lot of people to your booth at the same time and actually do what you were saying, go into a deeper on -site demonstration, like demo for instance, is when you have pre -scheduled demo sightings at your booth. So,

One of the cool things that we used to do is we would advertise on site that, you know, our let's say our engineers or our product managers, they're all going to be here at the booth at this and this time during the breaks. And every 15 or 30 minutes, we've got a live demo. So we would get the crowd around the booth and a bunch of people, 10, 15, 20 people would be listening at the same time.

our live demo and the other team members would then be able to have that quick conversation afterwards, get their details, pre -book another meeting for a later time or get a few additional questions answered that would qualify them after seeing that demo. Those leads were fantastic. Those leads were the strongest leads we would always get on site.

Viktor (17:00.431)
Love it.

Viktor (17:08.047)
Yeah, I can absolutely support that. So create expectation which generates, well, create expectation that makes people come to your booth, then generate interest during the demo and then capture that interest in the form of leads and then follow up with those leads. I have a really good story for this because I wanted to mention this because it's something that...

you almost always see at an event booth where a demo is involved. We were at one of the conferences in Denmark, and one of our engineers who was at the booth, he was always showing in -depth demos 10, 15 minutes during the break. And when you have 15 minute breaks in between sessions, that's all you have to capture leads if you're just demoing to one person. That was a wasted break time, right? So instead of...

holding these one -to -one demos, we said, OK, let's generate expectations that in every break we're doing a demo and that they should bring a friend with them. We decided to not do a platform demo, do micro demos in that the top one to three impact areas that are

key personas who are attending the event care about. If it wasn't above the line event, it was above the line messaging. If it was below the line, so in that individual contributors, that's the kind of feature and messaging that we would use. And three to five minute short burst demos where, let's see, break starts, five minutes from the start of break, we'll start the demo. So leaving plenty of time for people to grab something to eat, drink, come to our booth. They see a five minute demo and we still have five minutes to capture.

that interest and then they go back to the next talk. And this worked beautifully from, we went from capturing one lead per break to capturing 20, 30 leads in a 15 minute session. And that's what you want to see at an event. And this is what you also were mentioning, correct?

Rita (19:04.174)
Ready?

Rita (19:15.214)
Exactly. Absolutely. Yes, very true. And I think it's also like what you were saying, you know, another thing to avoid is it again comes full circle is using up your swag without qualifying the right individuals in time. Kind of getting into a conversation super deep with one single person right from the get go. And then having every single member of your team.

roaming around, you know, behind not even roaming around, but behind your booth. One of the things that I've seen and I think that's, that's something that I am always talking about when we're working the floor is look around, you know, you've, you know, some of your team members can walk around a little bit, see the other sponsors, what are you know, whether there's a partnering opportunity there, you never know whether you bump into a current client and you want to have a deeper conversation with that client.

And maybe if you're having, you know, let's say a after hours kind of dinner with your team, you can invite them, you can have a deeper conversation there. Or just, you know, sometimes the best conversations happen when you also go and grab a coffee. So those little bits and pieces of really being enthusiastic and being involved. And then the last thing I want to mention with the being involved is,

You don't want any of your team members sitting around and working on anything else during those days than the event itself. It's a fantastic opportunity. You want to really grab it by the horns and bring back the leads that you can then work on and build your pipeline.

Viktor (21:03.695)
Yeah, I'm fully with you there. And that goes back to preparation. So if, if the people say, I'm an account executive, I need to work these accounts. So if I get an email, I need someone to, to respond to that and who's going to respond if not me. So, uh, that's when you see, uh, people on site at the events, uh, standing behind the booth and, uh, answering emails, but that's not what you want to do. So, uh, in preparation, you have, uh, have a buddy who.

fills in for that person when an important message comes in, just so they can make sure that their deals are still going on track. The customer, say on a POC, gets the type of support that they need. And while the people who actually represent the company at the event can maximize lead generation. But unless you prepare for this scenario as well, you're going to be left with people wanting to take a quick closing call at the event. And I was guilty of that myself.

But that's because we didn't prepare for that scenario. So far we've talked about how to attract leads. One of the things that you just mentioned is that don't sit around, be proactive, go out to these people to pre -qualify them. And if they are fit for your ICPN personas, then capture them. But how do you capture them? Do you just write down their details on a note? Do you take a...

a picture and then try to have AI mix and match. I'm being silly here, but what are some good ways to speed up lead capture so you're not wasting your time and can actually capture 20, 30 leads per person per break?

Rita (22:34.574)
Thank you.

Rita (22:49.134)
Yeah. Generally speaking, I think, you know, most of these events already have scanning availability. So you can, you know, everybody that's at an event has a lovely badge that has specific details about that person that you can go and scan. Now, either you go to, you know, the larger the trade show or the conference, the more kind of

scanners they'll provide. If the type of event you're going does not have that, then you can always kind of get a platform that you subscribe to and then you've got it on your phone and you're able to have your team kind of download that and go around and scan people's badges. Of course, you've got to make sure that you are GDPR. You've got your GDPR consent. But, you know, all of these things are again,

preparation, but that's the preparation of the events team in advance. Just a little detail that came to mind here. It's a really good, I think it's a really good addition to have some sort of, you know, a short form or a few kind of questions, again, qualifiers that once you do scan someone, you do get that initial kind of.

two, three questions in that allow you to understand whether this person is in what category. Are they here to understand your brand a little bit? Are they here as a stronger prospect? Would they be open for a caller conversation afterwards? Or are they even a potential client or an existing client or a potential partner? It is important to understand that.

important, I think, within the first few minutes to understand those things. And it's always super valuable to have some sort of form, you know, built into your app that you're using to scan the badges, because that's going to be really, really helpful afterwards, once again, for your sales team, you know, you're at an event for two, three days, you're overwhelmed, you can't remember what you spoke about on day one. But you will get

Viktor (24:57.551)
Right. Right. And the last thing you want, last thing you want related to that is follow up with the lead who already gave you all the information at the event and then say, Oh, what made you come to our booth? Like you just lost that lead right there. And then.

Rita (25:08.942)
Exactly. You completely, absolutely. Because you're basically probably the hundredth person that's going to be reaching out to them. So you want to make sure that you do have notes on hand about the conversation or about their problem that they were talking about, or an immediate solution that they're looking for and that you can use in your follow up. Personalization of your follow up is going to be the key to kind of standing out from

from the rest of the sales people on site. So yeah, that's definitely something that I would add as a really, really good way of capturing leads.

Viktor (25:49.583)
Right. Now, when I think of forms immediately, I have PTSD thinking of admin and the like sales reps, like who loves admin, right? But it is a necessary evil. Otherwise you won't be able to lead with that point of view when you're reaching out to that lead to convert them into a meeting. So in your experience, what's the right balance between capturing information and being able to capture and release. So to...

not talk to the same people, not waste time on one person, but actually capture the information fast. It doesn't take more than one minute, whatever. And then you go on to the next person. What are some best practices to follow here?

Rita (26:34.926)
Yeah. So there's two things here that I would want to talk about. One is I think everyone's got the time for a few questions. Obviously, let's say when you scan a badge, you've already got their information. You got probably you got their name, their company, their job title, maybe their email address, maybe not. So you've already kind of established their basic info. The next thing you want to know is whether

why are they here? And I think that's the most important question of all is, what are you looking for? Why did you come to the event? The moment they say, we're looking for a new product, we're looking for a new solution, we're looking for a new whatever, you've already established the fact that they're there to buy. And then you can have a deeper conversation because then you can already go into a longer conversation. So I understand the release kind of

quickly talk and then release and then get new leads. But that's when I believe and that's where we saw success. You do go into some follow -up conversation. You know, are you looking to buy in the next half a year? Is it the next year? What is it that you're currently using? What is your main pain point? And then have a little bit of a conversation on how we can solve your pain point right now. You basically ask them three super important qualifying questions that then you can work with later on.

I know filling out forms or kind of making notes is a hassle, but that's the kind of important note taking that I don't think should be a problem for anyone on site. And then you can release them, you know, give them a swag maybe, maybe send them over to another colleague if they're interested in, let's say a demo or just, you know, get them to join into a game that you might have at the stand, really make an impression and really have a lasting impression that once you do follow up after the event.

Viktor (28:20.879)
Mm -hmm.

Rita (28:28.558)
They know who you are. You can refer back to remember we had that conversation. Remember you even looked at a demo. Remember you even played this game with, you know, on site. This is what we had. So you really want to make sure that you stand out because that person is there to buy and most probably had a very similar conversation with a lot of other companies on site. So that's that's kind of where where my where my input and where my experience comes from.

you know, filling out for him in that kind of ideal mix of don't ask too many, ask the right ones, and then kind of move on to the next person.

Viktor (29:05.935)
Yeah, no, I absolutely got that. And if for nothing else you need it for lead scoring, lead prioritization, let's say on an event you capture anywhere, depending on the event size, you can capture between 250 to a couple of thousand leads. Who are you going to prioritize and who should actually make its way to sales? Who could be disqualified right off the bat, even though that they were captured just to show that yes, we were working. Because that's another thing.

Rita (29:21.87)
Yes.

Rita (29:29.198)
Yes.

Viktor (29:35.183)
We set targets for ourselves because sales reps want to compete. So we said, okay, we're going to create a leader board on who captured the most leads, but you don't just care about capturing the number of leads, but what quality of those leads are. So even though someone may be captured 125 leads in a given day, which is like massive, we were fried after that. But out of that, there might be, you know, 50 that you don't want to reach out to because they weren't.

persona fit, but we did our job in qualifying them and not leaving any stones unturned. So yeah, I absolutely get that these questions are necessary for lead scoring, knowing how to follow up with these leads afterwards.

Viktor (30:21.263)
Which begs the question, what do you do with all these leads after the event? Do, uh, is it an understanding that they just get handed over to sales and then have at it or, or, um, uh, is there more to it?

Rita (30:39.374)
Yeah, I mean, it really depends on how your marketing automation and sales automation is set up. Really, I think what you need to look at is what are those specifics. So for instance, I'll give you an example. If you get five questions that everybody kind of needs to...

answer on site, that's going to be then translated into your CRM system, hopefully if you have it set up that way, and it's going to immediately score those answers. So this is again preparation, is that form prepared, is it automated, is the scoring in place? And depending on what those results are, you're going to have a kind of nice top middle and bottom, almost top middle bottom,

funnel kind of leads that you got at the event, you're going to be able to prioritize based on, you know, this person answered the following questions. This is how it's reflected in the CRM. This is how I see it. They are top priority. They need to be followed up ASAP. And then slowly all of those kind of leads are then funneled into, you know, the right channels, whether they need to be considered more of

someone that needs to still be nurtured because they weren't really there. Their answers didn't fit your scoring or weighing. Then they go into the nurture campaigns, whether they kind of did give a few answers that showed a lot of interest, but not so much. Then they kind of go into your drip campaigns and the ones that are very, very high quality that are top priority, they need to be.

immediately followed up with by sales or by however your organization is set up. Whether you've got BDRs that get event leads, whether it's the AE that gets those leads, it depends on whether it's the same person that was at the event that needs to follow up or not. That's really up to how you have your team set up and your processes. But following the SLA of what you've agreed on is just

Rita (32:56.11)
key to success because you can prepare as much as possible if in the end you drop the ball.

Viktor (33:03.439)
Yeah, I completely get it. Especially you've already lost a lot of time when, uh, when let's say an event takes place, you need to, uh, capture, capture the leads at the event. And then someone has to process those leads and it's not like the, the same day you capture, they make it to their CRM. Although you can do it. And we have done that, uh, one of the companies that I worked at, it worked beautifully. We had just one administrator per week. We captured business cards. Really. Uh, we didn't have scanners when I.

started doing sales, so we captured business cards. And then someone was sitting in a dark office all day in the booth, inputting these information into an Excel sheet basically. And then every day this Excel sheet was uploaded to the CRM so the sales reps who weren't at the event, they could immediately get to these leads. And that worked beautifully because you don't want to waste three days, five days, a complete week until you...

You follow up with those leads because they've had, they will have already forgotten about you. Right. Uh, but if let's say you don't have the capacity or a smaller company, you're capturing the leads after the two, three day event. Uh, you need a day to clean up these, this data and then upload it to your serum. The last thing you want is for, uh, either marketing or sales, the person responsible for that to drop the ball on, uh, not starting a campaign or, or waiting until next week until.

they reach out to that lead. You want to do it ASAP because as soon as the people forgot about you, that's no longer a lead, no matter how hot it was at the time.

Rita (34:39.342)
Yeah, and just on a note, you know, for instance, you've got an event, let's say Monday, Tuesday, you reach out to top priority leads on Wednesday, you know, because you do want to give them a breather to to actually go from their dinners or you know, they finish up their days, and then you don't reach out the next thing you know, they're at another event the week after. So so it's

Viktor (35:04.719)
I never even considered that, but that's good to know. So since we're talking about what happens after the event, yes, lead routing, lead cleanup and lead routing, it does matter. There's one more thing that worked beautifully for us. And I think it's worth considering for anyone who doesn't have local representation. This can be done before or after the event. We usually did it after. During the preparation phase, we set...

Rita (35:24.302)
Bye.

Viktor (35:33.967)
meetings two to four weeks upfront with customers and potential customers who fit our ICP, who are local to the area where the event was. So if it was an existing customer, we would demo the roadmap, get feedback on how they're using the product currently, because if you're not using your product or not, just like customers, you won't know what...

their pains are that they're trying to solve. You don't know what value you're actually solving for. So getting feedback on how they're using the product and what you have on your roadmap helps you prioritize how you can maximize the value to your target audience. This helps you be competitive. And with potential clients, you want to get competitor insights. How are they using the competition? How can you stand out? And maybe, just maybe, you find some pain points that they're facing in their current process.

And, uh, uh, that you can solve with your product and then you're building pipeline because essentially you're there at the event to build pipeline. You're just thinking of, uh, of it in terms of event or, uh, event lead capture, but you can also build pipeline from local, um, companies as long as you make the time to visit, like, uh, spend another week or two.

Locally visiting these companies visiting event visiting meetups. Let's say This worked as how beautifully for us. We spent two weeks in Japan At a conference. We didn't just fly from Central Europe to Japan for a two three day event and then leave it doesn't make sense. That's a huge expenditure Instead we spent two weeks there. We worked 12 hour days for people working 12 hour days weekends and weekdays two three days at the event and then

split into two groups, we would visit three, four companies a day. So that means eight, six to eight companies, uh, visited per day. And then every day we would have an attend a meetup. So we didn't just create awareness, um, in Tokyo at the event, but then five, eight other meetups plus. Visiting existing customers and, and, uh, companies that we wanted to get in. And they were very kind enough to, to have us on site. So.

Viktor (37:55.343)
Uh, what was the result of that next year? Around 35 % of my pipeline came from those, uh, companies that we visited. So it actually, uh, uh, actually paid for itself, uh, handsomely, but yeah, that's what I would say to anyone. If you don't have local representation, consider spending some time to, to, uh, visit local companies while you're still there.

Cool. Well, Rita, thanks for your time here. What I wanted to ask is, because we've covered a lot of topics here, what would, if there was only three things that you could take away from this discussion, what should they be?

Rita (38:46.254)
Okay, number one, I'd say strong alignment on KPIs, goals, budget, and team effort. That's like my basis. The second would be to follow the processes and attribution is key so that you can see ROI on your events. And the third one, which is, you know, it's kind of the notion of you're out of sight then you're out of mind. So choosing a type of event, whether that is small, large, or for instance, what Victor was talking about, very regional customer visits, alongside meetups and so on and so forth. Choose whatever works for you, but be on site so that you're in mind. Yeah, that's really all I would say.

Viktor (40:15.311)
That's a really nice way to sum things up. Thanks, Rita. And for people who want to get in touch with you, maybe ask some questions about how to organize, orchestrate, and direct events. Where should they reach out to you?

Rita (40:28.366)
LinkedIn, they can find me on LinkedIn. You'll post my little LinkedIn link somewhere. And yeah, so find me and write me.

Viktor (40:35.599)
Yeah, I'll have it in the description. Cool. Cool. Thanks for being here. It was lovely chat and have a great rest of your day.

Rita (40:45.134)
Thank you very much, Victor.

That's a wrap!

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