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I am Jade, co-founder and CEO of Epoch X and this is our from invite to impact interview series where we spotlight leaders and innovators within the space and today I'm so glad to be joined by Christine. So a quick intro of Christine
Christine Goos discusses evolving event marketing strategies beyond attendance, focusing on community, lifestyle experiences, and driving brand impact.
Key Takeaways
- Event marketing is evolving from attendance-focused to experience and community-driven.
- Smaller, curated events with unique value (food, gifts, themes) increase engagement.
- Blending B2B marketing with lifestyle and creator elements enhances brand connection.
- Pandemic accelerated virtual event adoption but in-person experiences remain vital.
- Successful event marketing requires strategic planning, audience targeting, and team collaboration.
What the video covers
- Christine Goos, Director of Marketing US at Crowd, shares insights on modern event marketing.
- She emphasizes building community through curated, intimate events like the ROI Social Club.
- Events focus on consumer brand marketing leaders, including CMOs, VPs, and influencer marketers.
- Christine highlights the shift from large conference sponsorships to lifestyle-driven, brand-centric experiences.
- She discusses blending creator culture with B2B marketing to enhance event appeal and engagement.
- Christine shares her personal evolution from disliking event marketing to leading multi-million dollar budgets.
- The pandemic forced a pivot from in-person to virtual events, impacting strategies and outcomes.
- She stresses the importance of creating memorable, non-work-focused experiences to boost attendance.
- ROI and pipeline impact are tied to thoughtful event design and audience targeting.
- Christine advocates for a team approach to maximize event value and ensure strong attendance.
Chapters
- 00:00Introduction and Guest Overview
- 01:36ROI Social Club Event Series Overview
- 03:23Target Audience and Event Personas
- 05:06Shifting Trends in B2B Event Marketing
- 06:38Christine's Personal Journey in Event Marketing
- 08:25Pandemic Impact and Virtual Event Pivot
- 10:21Creating Memorable Experiences to Drive Attendance
- 11:45Event Planning, Teamwork, and Tactics for Success
Full Transcript — Download SRT & Markdown
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who is the director of marketing for the US at crowd. Christine has built marketing functions from scratch on both sides of the Atlantic. Christine is also from Finland, most recently as the first marketing cher at the shelf where she
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also ran their invite only brand summit. Before that, she led global brands and comms at Seltra where she produced and hosted a podcast that's now over 360,000 in streams and she was named storyteller of the year at the top woman in
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marketing awards. Christine, thank you for doing this with us today. It is just such a delight.
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Well, okay, let's kick right off then. Christine, what type of events are you hosting today? I know you're holding things for crowd, but then also community events. Yeah.
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All day, every day. So, in addition to being a marketer, I'm also a creator and I'm a corporate creator, B2B creator. LinkedIn, I know some people say LinkedIn is cringe, but that is where I found my people. That's where
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I'm doing my brand deals. And that's also where I'm finding a lot of community and events. And so I kind of I'm wearing these two hats where I'm running events for crowd in my day job.
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And what we really want to do is build community with brand and media leaders primarily in New York but also in other cities. So where for example we're going to uh brand week this fall. That's going to be in Atlanta. That's where we have
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one of our second HQ. And so what we do is we run this series called ROI social club or return on intelligence social club where we bring together about depending on the format like we did a caviar brunch that was only 12 people
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and then we've done like 25 people at La Mercery but it the concept is pretty simple. It's great food. It's merch that's both branded but also non-branded. So, for example, for Ken, when we ran this series at Zuma, I had
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Apple Air Tags for each of the attendees because, you know, when you're traveling, that's like one of the things you really need to have with you. So, really creating value through amazing food, amazing company, great gifts, but then also we don't talk shop. So, we
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every time we bring these people together, we have a theme for the night. And the first one that we did was actually with Patrick McGinness who believe it or not is the inventor of FOMO, the the term FOMO, right?
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And so I think he gave a TED talk on it like years back and so now that's kind of like his his thing. So he was our guest of honor and he gave a little spiel about it and then we discussed how
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FOMO is showing up in your personal life and your professional life. But it it's really been a very very effective way to bring in together uh marketing leaders and you know how hard it is to get people to say yes and RSVP. We've had
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like two two to 3x uh weight lists for these events. That is incredible because what type of personas are audience are you trying to invite to these?
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Oh, it's going to be mostly consumer brand side leaders. So we'd say CMOS, VPs of marketing, directors of marketing. um being an agency that has both um media performance measurement but then also uh creative via Born Social that is that is part of our um
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agency as well. We also want to bring in some of those influencer marketing leaders and uh brand marketing leaders but it is it's marketers mostly on the consumer side. Yeah, that is such a mix especially to your point like getting their attention
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making sure they show up is I'm sure such an upward bot battle at Ken especially. So for these events then it sounds like you're doing a lot of smaller curated ones or how does that look like across kind of your portfolio
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of events? Yeah. Yeah. So I've been in this role I want to say a year and a half now.
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And so first year what we really wanted to do is just kind of get the lay of the land and we tried a few different formats. Again being an agency that doesn't have millions and millions to put into sponsorships and events. We
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tested a mix of trade shows, a mix of speaking at smaller like let's say an SEO focused event and getting some of our experts on stage there. Whenever it is a little bit more verticalized or specialized, I think that's when we're
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seeing value in also putting people on uh on stages and paying for that level of exposure. But I do think and you know I'd love to hear your opinion as well but I feel like we're really moving from
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these you know you're doing 12 big conference sponsorships a year and like putting a lot of money into that or paying for onetoone meetings. I think the old event marketing playbook is really becoming outdated quite fast in B2B marketing. Um, and I think it's
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also because what we're seeing in B2B as a whole is this almost like a lifestyleification or consumeriification of marketing. So there are a few companies that I actually think are doing a great job of this. Like if you
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think about RAMP or Air, you know, the marketing that they do, they're fantastic. And I think there's a halo effect to that where I think a lot of B2B events are starting to feel a lot more like almost like brand events,
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brand trips, and creator events. And they're also bringing creators there. I'm also seeing that on the other side of it. I'm getting invited to events and dinners with companies with marketing leaders, right? So, we're blurring those two together. But I think the key term
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there really is lifestyle experience and not feeling like uh I have to go to a work dinner tonight, but rather like I can't wait to go. I'm invited to this Michelin star restaurant and this is an experience I wouldn't have otherwise.
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Yeah. And because you've seen so much of that evolve, especially just doing like marketing as a whole and now seeing events to be such a strong channel, how have you seen it play out in like driving pipeline or that brand
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awareness? So, I would definitely say that when I and this is like this is actually a really funny story. I used to despise event marketing. I'm a I'm a copywriter.
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Okay. Wait, why why despise? be because I'm I I think it's like a mix of a I've I've I feel like I'm pretty like people wouldn't know this cuz like I have a podcast and I'm always out there and I'm
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always at events. I'm pretty introverted, right? So, I'm not one of those people that, you know, I go to an event and I get energy from crowds and like but rather like for me it's like I need to be in a silent room with just myself
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and maybe a couple bravo shows after after an event. And so I think there was like a mix of the personality side but also the fact that I I started out as a creative. I was a copywriter my first
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five years of my career and then I pivoted into B2B content marketing coming into the US. And so being a creative I always was more on the you know the ideation side and writing and you know spreadsheets and project plans
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like weren't something that I would touch. And then all of a sudden like moving from content marketing to just integrated marketing roles at companies like Smartly and Seltra, all of a sudden I'm responsible for like multi-million dollar budgets and having to run that
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budget and having to run events and like going through contracts and like today I love it. Like I love overseeing and just being charge of everything. But I was like I was just staring at that budget sheet and I was terrified when I got
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that first role. And I think going from that and also going through at the time when I you know got my first big budget and I uh joined Celtra as a senior marketing manager back in 2019. I joined
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six months before the pandemic hit. Oh my god. And so I had negotiated a year's worth of trade shows and events and everything went virtual and so we had to like pivot that. So, I think that was an interesting evolution
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where we went from spending a lot of money at events like DMXCO putting together this massive booth where we were doing live demos. Um, and I was actually, this is just such a side tangent, but I was like I was the
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announcer at the booth. So, I was like hiding. We had this like little side area like between like or I would say like behind the massive screens that we had that we would just like leave merch and you know have like all of the all of the
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like backend stuff needed to run the booth. And I was there running announcements from the booth and we had such a powerful sound system that it felt like Dexico was running official announcements from you from like to people to go to
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our booth. It sounded like that. And so you know going from that and going from these big IRL presence to everything being online anything everything being virtual virtual conferences summits and webinars and it did work for a while and so I
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think we were driving a lot of pipeline from that we actually I think if I like remember correctly like we drove like a 60% increase yearon-year in qualified opportunities for marketing during a co year right but then as
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things started getting back. I feel like we kind of like f like collectively as an industry we fell into this almost like okay we virtual events and webinars everybody's still running them and I think there's still a place for them
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especially in customer marketing and especially in in sauce and software I think whenever you need to educate your uh users on use cases I think that's extremely valuable but I think especially in more like servicesled businesses and if your ICP is more
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senior and less hands-on on they're not going to join a webinar on like you know your latest AI feature right they want to know more so okay what's the top line either savings uh incremental revenue or efficiency that you're driving for them
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and so I think we've like kind of like moved from okay yes in person came back and came back with a vengeance I think everybody got a little bit tired of like just going to every single conference and like paying for the 15 meetings with
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like double opted in and and brands are getting tired of that too. I'm hearing it a lot from the brand side saying like, yeah, like I love going to all these free events because they comp their travel, but at the same time they
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have to meet with 15 vendors that they're not necessarily in market for, right? And so I think we're seeing some of that efficiency drop off in those types of programs. And then I think like I already said, we're kind of like doing
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this move back into okay, like I actually want to spend time with people that I like that I get. Like we, you know, we were just together at an epoch event and I had some of the best conversations I've had in in in a long
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time around B2B marketing and I learned so much from the people around my table.
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They got my challenges, my problems. So I think it's really about I I know it's such a buzz word right now but community and I think that's where the monetary value is ultimately going to reside as well.
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Yeah. You see that resonate with people probably especially in your position where you also have a community for like B2B content creators and you being one yourself.
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Absolutely. And so actually last um I think this was yeah March 31st that's when we ran our first event and Oh wow. Yeah. That's incredible.
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We're Yeah. So we're pretty we're pretty new. So, um, my co-founder Lana, she's also a corporate creator and an addage Gen Z to watch. She's just an absolute powerhouse working in big tech. And so, we, um, we actually met at an event as
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well. I kind of accosted her on the street at brand week last year and I was organizing a an invite only Paul McCartney concert experience for brands.
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Oh my gosh. And we uh we partnered with Mailchimp who are one of our partners there. And so we were going to bring around 20 people to see him during brand week. He just like happened to be in town.
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That's incredible. And we had a couple uh last minute drop offs. And so I was like, "I need to like fill these seats. It's Paul McCartney." And so I saw this woman on the street um at the Brand Week uh or near the Brand
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Week venue. And I was like, "Hey, do you like do you want to come and see Paul McCartney with us tonight?" And she was like, "Are you guys going to kidnap me?" I was like, "If not." You're like, "What's the catch?"
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I know. I know. And so, but like long story short, we remain in touch because there's a lot of synergies with how we approach things, how we think about things, and also because we're both corporate creators. And so, I um I
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actually was approached by Air to use their communal space for an event. That's their whole strategy. They open new headquarter here in in New York in Soho. And so they were giving out that space almost every day to different
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companies and individuals to use to build community. I think it's like just a side note an incredibly genius way Yeah.
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to build community and brand affinity. And so I was like, "Okay, so I have this space. I want to do something for B2B tech and corporate creators because like we kind of feel like the ugly ducklings sometimes of the creator economy because
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everybody's inviting fashion and lifestyle and beauty creators and you know we're doing posts on LinkedIn talking about pipeline and whatnot which I love. It's my only social media.
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I know. I know. I don't like I cannot like I cannot get anything else to grow but my LinkedIn and you know what I'm good with that.
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But but so we had this space and I had this idea and I just texted Lana. I said like, "Will you uh co-host this with me?" And she's in LA. She was like, "All right, I'll I'll fly over." We ended up
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uh actually selling a sponsorship to Ad Week to sponsor the event. Um and then it kind of snowballed into, okay, so if we're doing this event and we had a wait list of about 100 uh creators, uh we should Yeah. So we should maybe
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like should we announce something there? and we're like, "Yeah, let's like announce we're going to we're going to start this um community play network called the CDC network, which is for corporate and tech creators." And then since we've also we organized a meetup
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and a session at Adobe's um space in uh in Can Lions and so like we've done two events. I think we're looking into doing a couple couple more this year, testing out different formats. We want to do dinners, experiences for creators. But
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yeah, so I think it's it's that thing of like both sides of my like 9 to5 and then 5 to9 feeding into each other and like getting those connections. But I'm I'm a really big believer in just being
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IRL and and bringing people together. No, that is incredible. Especially that journey cuz it looks so like you've been doing it for so long in terms of the community aspect, but it was just this year.
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Amazing. So I guess like for you then when you're thinking about an event audience, how do you determine who should be in the room? Like who gets an invite, who gets off the wait list?
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Yeah. So I think it's it's a mix of few different things. Now if I'm looking at events that I'm running for crowd, we work with our sales team quite closely, also both sales and then also our clients in putting together a custom
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list for every single event. We're looking at who we want in the room in terms of okay, so we have these clients that might be very happy with us and they're our champions. You always want to have a couple of those in the room. I
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think then also having a mix of and one of the things that I've heard a lot from our attendees is that they like the fact that we're not narrowing down like it's it's not just like oh these are just
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supplement brand leaders or these are just the media people but we have these cross functional because people end up like talking about work as well even if it it is in a theme of the night and so people have said that look it's
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so refreshing to hear a more from like a DDC business like we're a big CPG company and so we don't want to limit that too much. We do try to bring in a mix of a little bit more senior people
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in the room, but also if there is a person who's like very interesting, has an interesting job background, like we've also brought in more junior people and like mixed that up a little. And so we're building up building from the
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place of like do we have a couple of like crowd champions in the room. I think that's that's important. But then also we bring in repeat kind of repeat attendees, people who love coming to our events like those we just want to make
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sure because the whole idea is building community. So you don't want to accept one uh for one event and then next event you're on a wait list, right? So I think that's another piece there. And then I also think looking into geographically
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where you are for example New York and then also narrowing down okay so maybe we want to target you know 50 million plus in revenue companies that are on the consumer side and that's where we start building it but I think overall
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because we have like a quite wide remit in terms in terms of the marketers we want to reach I think that's something that also like helps us like cast a wide net but still have the room be specific
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enough. Yeah, because that's a lot of variables to consider. Even when you think about setting up an event from like idea to then launching it and then after the event, what has been the most like manual process for you?
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It's the attendee lists. Absolutely. It's it's the whole invite flow, I think. And it's especially because we also have like maybe four or five um hands on deck at any given time sending the invites. It's not just one person.
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we are, you know, they're coming personally from me. Sometimes I'm even texting marketers. I'm sending a lot of LinkedIn DMs. My senior marketing manager does the same. So that's our seuite. And so I think and I and I
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actually think that's like that's a piece I don't necessarily want to automate. I I think then you know pre-event comms, follow-up coms, those types of things. then you know you can just set those flows and use hotspot whatever you use and just send mass but
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I do think the first invite should be like becoming like person's person yeah because that is the whole major part of experience like who else am I going to be in the room with so it makes sense it's so thoughtful
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and actually one of the things that you know because I also go to a lot of events one of the things that I really appreciate is when the event organizer actually sends you like hey by the way these are the people who are going to be
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in the room and then even you know as follow-up coms like these are the LinkedIn profiles of the people you met last night here's how you can connect with them. So I think thinking about that kind of facilitating and ensuring
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that the attendees make the most out of it in terms of them building their network as well I think it's a really important point.
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Yeah and speaking to that as well because definitely there's pieces that need to be hightouch but then AI is so top of mind for everyone right now. How are you thinking about out of all the different steps you mentioned maybe the
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comms leading up and after could be automated. What other areas would you see to be a big opportunity for you or like the broader industry to explore applying more AI into?
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So I think it's I I use a AI a lot for research purposes as well. So for example uncovering uh up and cominging fresh restaurants that are not on eater yet for example like okay what are people seeing on social right and
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aggregating that so finding different ideas of like okay how do I give this event a unique twist or for example now I'm planning for Atlanta and I wanted to have something very local in the gift bags and so I actually used AI to re do
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a little bit of research and I said give me local companies that do anything related to peaches because the Georgia peach right?
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Oh, I love that. And so I found peach flavored popcorn, like mini bags of peach flavored like sweet popcorn and that's what we're going to be putting in the gift bag. So it's so it's things like that that like
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kind of like help me be more creative. Again, coming from a creative background, that's that's one of the things that I, you know, just like getting those like initial batches of ideas also helps me a lot with just the the design work of it
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all. um not necessarily ne necessarily in creating the final um product. I do use like a few different design software for that like Canva, Adobe, but I do because I'm not a designer by background. What I do is like a lot of
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the times I ask AI to critique my designs and or give me like a layout instructions, right? Like I don't want it to do the final designs, but I actually want to understand like how do I put together this layout or
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constellation. So I think that's very helpful. Um, and then I also think just like in terms of invite workflows because you know a lot of the times you're working off of like five different lists and there may be overlap, right? And so
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sometimes I will just take list B that I just got and I'm able to use Gemini to cross reference two lists and only populate the ones that are net new for me to do outreach in. And so it's like
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or filtering and things like that. But it's it's very much a you know strategy and workflow tool. Yeah, I can definitely see that. And then even speaking about like the attendees list and then looking at who registered.
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I guess beyond that and all those types of numbers, what else are you looking at when you think about if this event was successful or not? Mhm. Mhm.
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So, uh we do I sit in weekly revenue meetings with our growth teams and so we have a shared dashboard where we look at obviously I have you into marketing qualified leads that are incoming and you know we track all of
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that in HubSpot but then there's the second layer of opportunities and so what I keep an eye on is the overall percentage of opportunities and then also pipeline and revenue one from events. And so that's something that'll help me then also make the call for like
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let's say when I start planning for next fiscal like which events I want to show up in where in the industry trade show should we be um at least like spending some money or getting getting some visibility. I think the other side of it
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though is that um event leads can take anywhere between like nine to 18 months to convert and especially for a services business because again like I come from a sauce background and so there was a little bit of that learning curve where
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you know software you can again depending on the price point of course but you can buy that any time almost you just need to make the case and you're you're if it's easy enough to implement you can just buy it within like three
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months right for services businesses especially for agency work and again if we look beyond because majority of our work is retainer work it's ongoing like you're not just going to buy a measure a measurement or SEO project you can still
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like kind of buy like okay we're going to do this four months spit right but if it is managing your media spend like it's not something that you're going to like buy for a project you're going to buy it for like the next two
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three four years right and so I may have all of the right prospects in room, but if they are not in that moment of like, okay, we're going to open the RFP season, we're working with our procurement, we're
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going to send in the brief within the next four months, right? If they're not in that window of like we're looking for a new vendor, it could take years before they convert it. They could go to another company even because we know the
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marketing tenures on the consumer brand side are extremely short, right? And so I think there is something to be said around having leadership that understands that that it's not just okay so you have this big skincare brand at
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your event like where's the you know revenue opportunity there. There's so many variables, but I do think like building distinctive programs over time, it's also it it will be your brand assets like ROI Social Club for us.
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We've done I think four or five of them in three different countries now. It's impressive and it's this year. It's it's it's a pretty new program, but I think people are starting to recognize that and it's starting to be something again that's
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our whole proposition as an agency. We are the return on intelligence agency. And so being able to use events almost like a branding play as well.
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It's that sort of like both sides of the coin. It's your brand, but then also it is putting your senior leaders around the same t table eating caviar with brand leaders. So like what's not to love, you know?
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Yeah. Yeah. One of our investors always say like marketing especially events is kind of like the snow plow to like make way for like the sales to then come in.
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But you first have to like have that brand awareness relationship. So for you then what should other event marketers consider when connecting what happens in the room to sales activity and pipeline? Mhm.
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I think even then it's all about relationships, right? It's relationships with both the people, the attendees in the room. Like are you going to be the liaison between the sales team and these prospects? Because a lot of the times,
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you know, as marketers other even if they are our prospects, they're more comfortable with us because, you know, they feel like, oh no, it's like she's not a saleserson like we can just right.
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And so like being able to maybe do some of that initial digging even in terms of like what does this person need? Are they ripe for this organization? Who are the other people that might be deciding?
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Right? So there's like a lot of softelling I think that goes into it. And I think some marketers maybe underestimate the role that they have in that sales process and being that forward and front-facing person.
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So I think that's the first part. I think the second part is generating event demand. And so, how do you think about your event as a almost like a campaign asset? Like, how do you build out the the content coming out of it,
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the almost like the FOMO of like you had to be there? Like thinking of it almost like, okay, if this was a a like a brand event, like an influencer brand event, how would the brand be leveraging this
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event to build that feeling of like, oh my god, I really want to go to the next one, right? And so, I think there's like that piece to it, too. And I think the third piece is uh I think and this is
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maybe more so for any marketer that's considering a new role or looking at where to go next. I think you need a really social and front-facing salesforce to be able to convert those opportunities. If you're going to an
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organization where nobody wants to smoo with prospects, where nobody wants to be sending out invites or you know like even manning manning those events and just being there and like or like hunting the grounds so to speak. Um I
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don't think you're going to be successful because like and some organizations are built more so for like inbound le selling and their sales style is different. There's like there's no right or wrong, but if you want to get
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value out of events, you really need to have like almost like a squad team of people who like can do that well and want to do it as well.
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Yeah. Last two questions for you. What's one belief you personally hold about event marketing that others in the industry might disagree with?
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Oo, that's a good one. A spicier one. I I don't really believe in the value of dropping like 200,000 or half a million and being the title sponsor of like any given event. I think you know if you have that money to
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spend, do your own events and do it well. Do something experiential like maybe you'll take a group of marketers to US Open or you'll have like a private booth at the Knicks or whatever it may be. But if you have
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that money to spend, there's just so much that you can do. Like fly I've heard people flying marketers out to F1 Monaco.
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Oh my gosh. Yeah. Yeah. So, think about that. Like what what's going to be more memorable?
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Like you saw this this guy give a keynote speech as a headlining sponsor at a trade show, right?
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Yeah. Or you getting an invite to Monte Carlo, right? And so like I think and I think they're like running around the same budget ranges. So that's something that I'm, you know, believe pretty pretty fastly.
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Absolutely. No, I love that. And then last question. What's one unexpected or non-traditional tactic you've used to make sure people show up?
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I name drop the merchant gifts that I'm going to give people. Yes. I kind of list out like, hey, by the way, we're really excited to like also like leave you with a little something something.
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This is what's going to be in the gift bags this time. And I think it actually works super well, especially if I and and again, this is like one of those instances where I flip the tables and think about when I'm an attendee as a
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creator, right? And so some of the best events like I walked away from my my friend Gigi Robinson who's also a creator and she runs these um creator brunches around like key industry tents.
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She did one right before can in New York and I came to the event and it's that I'm actually wearing the sandals that I got as a gift from like the gift bag like they had. So relevant.
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Yeah. Yeah. Yeah. So they had so they had um gift cards to tab to like buy your own sandals. They had made like everything you might ever need for you to like travel to the south of France like a full gift bag. And I thought like
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if like and I didn't know about that in advance and I so and so like that kind of like clicked for me like okay when I'm doing my next event I'm definitely going to tell people what you're going
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to get out of it. Like there's yes there's the one side of it where like if you have a good enough restaurant like people are like oh my god I really want to go to this but then like also giving
Speaker A
like hey by the way like this is what you're going to get. It works.
Topics:event marketingB2B marketingcommunity buildingbrand experiencecreator marketingvirtual eventsROI social clubChristine GoosEpoch Xmarketing strategy
