Localizing & Specializing Events

Intro

Welcome back to the show. grateful to have you here as always.

This week Paige Roderick join me. We talked a long time ago, back in December. I didn't realise just how many episodes I had a stashed away here and what a gem. It's kind of like finding a $5 Bill in the wash. It's one of these conversations.

That's what this felt like, I haven't listened to this episode, and so long and so when I really listened to it to get ready for my notes today, I was just like, ah, that's right.

What an amazing conversation and I can't wait to share it with you. It is still relevant all the way out here in May from when I talked to Paige back in December.

It was a wonderful conversation around making marketing human through intimate events. As a field marketer, she's just had this lovely experience and been able to build really thoughtful, small events around her customers to create engagement to create conversation, and to really get to know them, human to human, as Simon Chou likes to say on Marketing on Mars–people to people–we're in the people business and he is not wrong.

Paige brings that to life.

Page is the demand generation manager at Cado Security. She is passionate about developing marketing strategies that generate quality leads, and create experiences that drive customer retention. And that's really what we talk about today. And she is super passionate about it. And that rings so true. So true.

So here is my conversation with Paige, I get out your notebook, folks, you're gonna get inspired, you're going to want to do all of the things. Just full warning, full disclosure.

Alright, see on the other side.

Transcript

Kerry: Hi, Paige, thank you for joining me on Tea Time with tech marketing leaders.

Paige: Hey, Carrie, thanks so much. So excited to be here.

Kerry: Oh, excited to have you. I just removed my microphone for anybody who heard because I've been getting in trouble by my producer telling me that I'm not loud enough. So can you hear me now? page before we get into the heart of our conversation, which I cannot wait to dig into, because I have lots of thoughts around this. And I can't wait to hear all of yours. Tell us your story. What do you do? And how did you get there?

Paige: Sure. So I am the demand generation manager at Cato security. We are a small cybersecurity startup that focuses on Cloud incident response. So that's where I currently am. How did I get here to marketing. So I like to think that marketing did choose me, I kind of entered into this space, you know, not 100% sure what I wanted to do. I was in college trying to figure out I knew I wanted to be in business. But where that was I didn't know exactly, I had the opportunity to do a sales administrative internship. And I slowly started to dip my feet into marketing, followed by some additional marketing internships, and then I landed a field marketing coordinator role at another cybersecurity company. And ultimately, you know, I started that role right before COVID hit. So I kind of had the opportunity to see the evolution of that come from field marketing to this, like revenue marketing transition or role ultimately to demand January am today.

Kerry: Revenue marketing is that basically what demand gen has evolved into or was that its own thing was that growth marketing, there was all these terms that sort of like, floated, you know, around 2019, New 2018, like 2020. And then I feel like we've landed on demand gen. Is that, did I capture that correctly? Or given you lived it? Was that your experience?

Paige: Well, that was definitely my experience. I think that we had a lot of funky different words for it during the time but ultimately, it's it's demand generation. And so going from that fields marketing role, where it was very tactical and focused on logistics and putting on events, this revenue marketing role transitioned into, like, how can we do Account Based Marketing Strategies? How can we build campaigns around this and really start narrowing in on our ICP and targeting our audience. versus just kind of posting these blanket events that yes, have value. But I think adding that demand generation element to it with more strategy brings that value like tenfold.

Kerry: Yeah, that's so interesting, because demand gen feels very broad and big. But it really when it comes to your audience, it really is about identifying who your ideal customer profile is your ICP. And then how do you using, you know, things like APN be more thoughtful, and how you engage with them. Because I feel like there's this shift that's happening, not just in identifying your ICP, but then being really tactical but thoughtful. Yeah, there seems to be this shift, where it's like, a lot of the conversations I'm having on the podcast out in the world are very much audience first, like, what does my audience want? And how do I connect with them versus just like, these broad stroke tactics that we did? So I'd love to understand what you're doing now. So you're in demand? Gen, you come from field marketing and events? Does that play a part in what you do today? Or is it more digital and online? And that that more like channel focused? What? Where do you sit now?

Paige: Yeah, I mean, I think it's a combination of all of those things, working in conjunction that like, ultimately makes these campaigns successful. When it comes to Field Marketing, though, I think, you know, it's a channel for demand gen. So the first thing I think we have to understand as demand gen marketers or field marketers is that like, it sounds super simple, but like, your buyers are human beings. So like, they have families and hobbies and friends, like people just like we do outside of their their nine to five or nine to like eight or whatever it is now with work from home. True. Yeah, like, in my opinion, it's being able to leverage and recognise that in your marketing campaigns. And ultimately, one of the most successful ways I've seen this done, and we see outside a lot of this through the pandemic, but is through those like virtual wine tastings, or, you know, for example, it's a holiday, so maybe you're going to do like a gingerbread making class or decorating class where it's virtual or in person, but you not only invite your prospects, but maybe their spouse joins in on the call, or they have their kids there, and you're kind of giving them this experience. And I think, you know, these, these activity based programmes aren't the only things that you can be doing. I think that there's an opportunity to focus on, you know, professional development, your buyer also or most, everybody wants to learn about what their peers are doing, or how their peers are tackling challenges that they have. So using Field Marketing and putting on a thought leadership roundtable would be another really interesting way. I think you could do this and maybe you invite an influencer, or trusted customer from your space to kind of come on that your prospects respect and kind of establish this forum for them to have conversations that's, that's vendor free. And I think it's a really great way to engage your prospects and customers, but also for you and your team to learn and gather really valuable insights about your ICP and validate that messaging.

Kerry: Oh, my gosh, I love her talking about that our audience are human. Yes, they are. They are human, and they are more than what they do. You are more than a marketer page. Who knew who thought about it, we're gonna and we're gonna uncover that later. So stay tuned. But in terms of this, I love what you're talking about in terms of including family and professional development and growth beyond you know, just talking about what people do especially in cybersecurity, I feel like right now, people are so hungry for learning, like, tell me more what has worked for you what, what don't I understand what don't I know yet? Like, like, tell me as much as you can, as the as the expert in the room. I feel like this shift has happened to and I thanks to demand gen. And in the cybersecurity space, too, because I feel like one of the beautiful things about cyber is we're all in this together. And while there is natural competition, that happens, it doesn't feel competitive. Like let's just all learn from one another. We're gonna bounce around, we're we're gonna move, you know, between companies, we're gonna take our expertise with us, but at the end of the day, we're all trying to essentially keep everybody safe. So let's just figure out what that means. So I feel like everybody because of that it's created this whirlwind of knowledge sharing that people can't get enough of

Paige: 100% I totally agree. I think that part of that is because, you know, cybersecurity, our industry, the way we're going to market, all of that is changing. You know, we've seen what we're doing what we did 10 years ago doesn't work today. We saw that rapidly because of the pandemic, but I think it would have happened anyway, this shift to digital, and then a cybersecurity just brought industry perspective, the way the ability that hackers had to get into things was so much different 10 years ago than it is today. And you see that specifically, like everything's moving to the cloud, right? And how do you protect that? So I think it's kind of this commonality of like, hey, some some of it, we don't know, what we don't know, but we all want to learn. And so we're kind of feeding off one another. I think it's, you know, it's applicable to both marketing and, and cyber.

Kerry: It's true. And, you know, what do you something you said that sort of struck me and why this sort of happened to is not just the pandemic, definitely have something to do with it. But going back to the buyer, and the fact that buyers are human, I also think specifically the cybersecurity buyer, where they are very different than buyer than what we're used to come in contact with, especially from a consumer side. They have demanded that knowledge be shared, and that they ultimately will make the decision. And they won't make a decision until they have enough data and information to go off of to make a decision. Do you think that's fair to say that they've propelled this forward as well?

Paige: Yeah, absolutely. I think. And I think it comes back to that human being thing to like, we're all kind of evolved. I mean, look at social media, like if we're just going to talk broadly, right, like tick tock was not a thing. Three years ago. Now. It's so huge ad buyers are on Tick Tock, your companies are on Tik Tok, people are taking podcasts and then repurposing them. So you're seeing this, this kind of everywhere, and the places that we go to learn about information are changing. And so where our buyers are, I think we have to, we have to be agile and meet them there. So demand gen has become this more, I would say, like creative entity where you kind of get to experiment, and maybe you fail, but you fail fast. And then you and you try different things to see what works.

Kerry: Let's talk about the event side of this for a second. Because when we originally talked, we were talking about events in my head. I was and I and you mentioned this in the beginning. So I think that's why we started there. You were doing these big, like, events at these venues with a, you know, huge audiences and keynote speakers. And the whole bit is that it sounds like this shift has happened. Is that because of specifically of the pandemic, is that is that coming back? Where before we get into where we are now and sort of the things that you're doing? What was sort of the evolution? There?

Paige: Yeah, it's a really good question. And I don't know if there's one specific point that we can pull, but I, I mean, just observing everything, I have seen the shift. I think maybe we were going there anyway. And the pandemic just really accelerated it. I mean, trade shows, I feel like sometimes are unnecessary evil. But I don't necessarily know that we are, you know, having those meaningful conversations at our booth anymore. You know, maybe it's one in 1000 that you do, but those conversations are actually happening at like, the happy hour after when so and so's friend brought them because they knew so and so. And so I think that, you know, we've kind of shifted from having those large industry trade shows to these more focused, you know, regional programmes, if you will, that, you know, allow opportunities for the peers to get together for your sales reps to get together and even more so for your customers who are your evangelists to be there, and to help to facilitate these conversations? So, yeah, I don't know if there's an exact answer. But I think that we've definitely seen a shift. And that's kind of where we're going.

Kerry: So during the pandemic, in terms of this shift, it went virtual. Right? Did it was I felt like there were some companies trying to figure out how to take what they did in these giant trade shows and bring them online, which I don't know how many were very successful doing that. Yeah. Do you see anything that worked in that? I think or do people abandon ship very quickly?

Paige: Yeah, so when it comes to I personally did not have great experiences with you know, trade shows that had gone virtual. I think that it just became so much easier for people to get distracted. You know, they were working on other stuff during the day, maybe they pop in, maybe they were going to view the content on demand. It was definitely not the same as having those like one on one interpersonal reactions with people, or conversations with people. And so I think that, you know, what, what ended up working, or at least for me is like, maybe you sponsor a round table that is virtual, or maybe you do a virtual wine tasting or something, but they have to be smaller groups where people have the opportunity to live, speak to one on one like face to face all of that kind of stuff. Having people hide over a computer, and this big virtual trade show forum just, I didn't, I didn't see the success from it personally. And it's unfortunate, because I think that there is value to those people that are adding speaking presentations, and, you know, that have booths there. But the return wasn't there for the organisations that I worked with. And I think a lot of other fields, marketers demand gen marketers would probably agree,

Kerry: I think for the user to Yeah, absolutely. I only attended one or two, and it just didn't feel I was like, Oh, this is so great. Because it's virtual, I can actually a attend. Because I was in the UK. And be it was more affordable. So I was like, Oh, this is gonna be great. But to your point, I wasn't really present. I was like, Oh, just watch it on demand, which that I never did. So yeah, it does say something to actually have to physically go to a space where there's nothing else for you to be able to do, but to be there. And then and to feel that energy in the room. So is that coming? It sounds like from what you said that in person is coming back, but not in the same way. So what does it look like today?

Paige: Yeah, I think I think in person is definitely coming back. And I think we saw an influx of it, post pandemic, you know, when people were able to go out when companies were allowing their, their sales team or whoever to go back out and engage with their prospects, we were seeing that people wanted to be there. So I think you know, it kind of, if the pandemic taught us anything, it was one of those moments where I think we learned, like, we want to be together, you know, we want to be in person and learn from one another. And so we're seeing that comeback. But I also think that virtual is not going away completely. And one of the reasons being that, you know, a lot of companies are having to do more with less, there's been a lot of change in the past two to three years, pandemic wise, but also in the economy. And so I think this is especially true where I sit in my role in the startup space, like ultimately go to market or still go to market function that is responsible for generating pipeline and closing business. So then the question becomes like, how do you do that efficiently and effectively, as resources and budget change?

Kerry: I feel like that's especially happening right now that like this crunch, everybody's sort of gearing up for that recession. And there's a lot of talk between? Do you double down and try and work with very little and get the most out of it? Or do you continue to do what you do and hold out? Like there is sort of this question mark, that I feel like a lot of companies are facing, there's a shift happening in terms of events, and people need to do more with less virtual is definitely more affordable. But as you said, it's not as effective. But sounds like there's this middle ground that sort of unfolding. And you mentioned it a little bit. And but let's start with the more regional trade shows that are coming. Is that, is that like a twinkling of that? Or if people really gone all in on that? And what does that even look like? Is that just taking a normal trade show and just sort of shrinking it down? Is it a completely different experience? What's How do you, when you are creating a regional trade show? What's sort of your ideal scenario?

Paige: Yeah, I think it has to offer a couple of different things. So one, you know, some thought leadership, so definitely have a thought leader or an influencer there that is well respected in the industry and can provide some best practices and tips for folks that are going to join, to add value that way. The other piece of it, I think, is is having that into an opportunity for people to make those interpersonal connections. So whether that's like a happy hour at the end of it or a small reception, I think that that helps. You know, you get people in the same room together, and they're going to start having conversations. And then the other piece of it, I think, is is making things part digital. So if you can capture that content somehow and, you know, snip it up into multiple pieces and post it online or make it an on demand resource. I think that's also helpful for those folks that maybe can't be there originally for whatever reason, but still are really interested in the content. And then it also makes it really easy to rinse and repeat. And in terms of like doing more with less, a really good opportunity to do this is like get a partner. So you may be split the cost of it, you sweat the responsibility of it and driving attendance. But at the same time, you're still being able to host that event and keep the integrity of it.

Kerry: The rinse and repeat is interesting, like when like repeat in different regions repeat in, you know, in years or months to come in the same area. What do you mean by rinse and repeat?

Paige: Yeah, I think rinse and repeat, you know, depending but you can definitely take that programme and do it in different regions. So if you want to focus, and I think the other piece of it is you can do it industry focused as well. So if you have the blueprint blueprint of that programme, and you say, hey, you know, oil and gas or manufacturing, for example, it's like a really strong industry for us, and we want to do something in Texas for it, you can kind of take that programme that you have already built, tailor the content a little bit more to something specific in that industry. Or maybe you invite a specific influencer in that industry. And then you host the programme, and it definitely helps with the legwork up front because you've already done it, you know, it's successful, you know, you're measuring. So it kind of one keeps the cost low. Two keeps the prep work low and three helps with the same return.

Kerry: I love this, I it sounds like in terms of doing more with less. A regional trade show is much more a impactful because you can really target your audience and you can be really thoughtful about your industry, depending on where you are in the world, which I love. It reduces a tonne of waste it sounds like and because it's regional, being able to pick the right city, right and not having to be so central in like Vegas, or LA or New York, you're also saving there. So in terms of regional being the way to go now, some and speaking to the audience of like, marrying that to, again, the humans that we are trying to work with. Sounds like it's actually making. It's a shift that not only needs to happen, but it's actually really great that it's happening.

Paige: Yeah, absolutely. I mean, I think it is. And I also think it allows your regional reps or your regional team to get back out there at a relatively low cost, because they're probably somewhere in the area, they're on the Field Sales Team side. So a relatively low cost, but then they have that opportunity to face to face interact with their prospects or their buyers, the people that they want to be talking to. And I think you give your sales team the opportunity to do what they do best, which is like create relationships and sell. So So being it being a demand gen or fields, marketing, or on the field marketing side, like creating that forum for them becomes invaluable.

Kerry: Let's talk a bit about so there's a shift that's happening where you're you said that there's in person stuff happening, but there's virtual not going away. And you touched on that you could take the stuff you're doing in person and take that content and then deliver it virtually Yes. It sounds like there's other ways to still do take the best parts of event planning from a virtual like, there were things that did go well, that we figured out that I think the technology figured out so when we were in the middle of COVID. Early on, I shouldn't say the middle. It was actually early on probably May, maybe early June, we booked an event with Airbnb, where we where we got to meet an Olympian, which was so cool. The whole team came. We got to be one on one with this Olympia and ask me what she told her story. We got to ask her questions. Really about her training, what it took, she got really she got started late in life and what that journey was like, we really got to sit with her. And this it was virtual, but it felt very intimate at the same time she brought her metals. So from that standpoint, from an experience standpoint, it sounds like that can still go on, especially now that vert working from home isn't going away and hiring people. Like we've been remote since for the last 10 years or so when COVID happened. It was just another day at the office for us apart from the fact that we probably had, you know, children or or animals running around that run up now loud out and hard. But from a work standpoint, it was just another day at the office for us. And so now that companies have really found the value in that and our hiring elsewhere. There or does seem to need. From a company standpoint, this seemed like no da, like, oh, we should have these virtual events and bring people together and like create connectivity. But it sounds like you can actually do that from a client perspective, which I haven't heard too much of. So you touched on it. What are you doing for your clients virtually, in creating experience and bringing that human?

Paige: Yeah, I think it's a good question. So I think that one of the important things as demand gen marketers to realise is that like, it doesn't stop just when somebody becomes a customer, like you continue marketing to them, because there are renewals or other things in flight. But you also want to continue those relationships. So being able to create programmes that might be interesting for your, your clients, as well as one of the like, really valuable opportunities that we have as demand gen marketers. One of the ways that I've I've seen this done, which is interesting is that, for example, a lot of times when it comes to renewal, if your product takes really long took a really long time to implement, maybe they don't know the full value of the product yet. Or maybe they haven't seen the value. And they have all of these resources at their hand, but they don't know how to use them. And I know even for some of the products that I've bought before, where I'm like, there's so much more I could be doing with this, right. So creating, like different types of small, we used to call them like feature Friday programmes, where we would do a small little programme that talked about all of the cool features in our products that maybe you are you already had, but you didn't know how to use yet, which really showcases the value of that. So you're continuing to marketing market to that audience and showcasing like, Hey, this is the value we bring to your organisation. But doing it in a way that is like digestible content that like they can go out and take actionable steps on. So I think that's one of the really interesting ways and to your point about the experiences, you can still do those, you know, celebrity events, or virtual wine tastings with your current client base, you can make it an exclusive programme, or you can invite prospects there. But really showcasing you know, what's happening in the industry things these people care about, and helping to, you know, provide them with the information that they need so that they can be successful in their roles.

Kerry: It sounds twofold. It's this balancing act of like, you know, we used to be able to take clients out, right? Especially in the event world, I know, my, my parents are working the event industry, and my dad's partner would take like, I remember calling me from I'm about to walk into Hamilton, call you're talking to hell to the client, what do you think it is? Like, you should just go do that, because that sounds awesome. But I really. So there was a time where we would, you know, take clients out on these big events and create some strong lasting relationships through outside of work, right. So it sounds like we can do that still, virtually, which I love the wine tasting the gingerbread house making I love your say, include your family, I think that's so cool. I think that would go such a long way for parents who are like, Oh, my God, what am I gonna do with my kids? Again, we're, we're stuck inside the house because it's snowing, or they're off sick again, it can be something to do with my children. So that's wonderful. And then. And then also this balance of like, being able to showcase what's happening in the industry. I think this is tricky one because like I use for our CRM, I use Active Campaign who are wonderful, they're a great tool. I'm not adding I not getting any. There's no sponsorship here, folks, I'm just talking about the tools, I use what I like, but one of the things that they gave us in the beginning was a person. So I would meet with them weekly, and they will talk me through like their automations and stuff. The challenge I had with that is that I had a book on their calendar, which makes sense, in theory, let's put this on the client so that they can pick the right time that works for them and like they'll be there. And like no, I would forget to book or I would book it and then move it like 10 times or like but this idea of the feature Friday. And you know, being able to invite multiple people, I think that would have been helpful to like if I put multiple people in the invite, but then trying to like align schedules, but if you're just like, hey, this this feature Friday and this sewer show today calm or don't come and cross clients and like just sort of this virtual event that could work for anybody I think is especially now that you know the other thing that I think happened during the pandemic in terms of being able to do these events and these virtual meetings and these live roundtables is the technology Right, that really propelled things forward. I mean, zoom. wheel was broke. So

Paige: We did break through at one point, actually, anyway, but I do think the tech is there now, like, so what are you in terms of these events? Are you just a host of them yourself? Are you working with partners? Are you like, how do you is one very small team? I know I don't think it's just you, but I don't know that it's more too much more than just.

Kerry: Yeah, there's three of us in marketing and Kato?

Paige: Yeah, not a lot of people here. So in throwing events is like a big undertaking.

Kerry: So what are some tips and tricks you're doing? Both in the regional as well as virtual with this very lean team? You have?

Paige: Yeah, it's a great. Yeah, great question. I think a couple different things. When we do these events, we don't just do the event and then close the book and say, okay, like that was good, bad or otherwise, there's so much more that goes into it, I think, you know, you do, you leverage the people that you have. So you leverage your sales team. I leveraged you know, our other folks in marketing as well. So we use them as resources. And then we also leverage the tools that we have. And so we run email campaigns on this, we do social, we do digital and display advertising, we kind of try to get the word out. And then we create content that doesn't just have to be viewed live, but also can be viewed on demand. So I think and I think that that's a key part of that technology that we have now, too, is like the ability to record all of these things and slice and dice them and reuse the content multiple times over and you kind of create this database, where maybe you don't have to replicate the content five different times, because you already have it. And you already know what's what's working and what's not working. So I think that's one of the valuable things about that. The other thing is, we do have some outsource companies that help support our team. I think that the only tricky thing there for startup companies is just like, always stay on those outsource companies and make sure that you know, you're getting what you paid for, especially now and that, you know, do more with less kind of, you know, scenario that we're in, it is important to kind of leverage those people as if they're a part of your own team and hold them responsible for, you know, the things that you're you're paying for them to do for you. I think, you know, in the startup space, you know, we're learning a lot, we're kind of like learning it as we go along. But having these extra resources and leveraging all of the team, the whole team that you have in go to market, I think is the best way to run them.

Kerry: How do you help vendors, partners feel like an extension of your team, I find that I don't say hit or miss. But there's definitely significant leg work on both sides of the house to really make that feel seamless. And it takes time. So what are you doing to really establish that out of the gate?

Paige: Yeah, I think for most of our outsource vendors, we have weekly meetings. So we're touching base with them regularly. We have Slack channels, you know, that are dedicated to that specific vendor. And kind of updating them anytime that obviously we need support, but also keeping them in the loop on like, Hey, this is what's going on on this on our side of the house, so that they feel like they are a part of the team. And then when you do meet up with them, you don't have to go through all the legwork of explaining like, this is why we're doing this. And we did this because whatever. And so really just kind of treating them as though that they are an extension of your team, I think is the best way to kind of get started. And those weekly meetings, even if you have nothing to say, and you're just jumping on for the few minutes, like use that as an opportunity to build those relationships to because you never know, you know where those can go.

Kerry: I think it's so important to meet as often as possible in the beginning as well and completely agree, especially when you're trying to get give a lot of moving pieces to make sure you're all in step. It's interesting that you have a zoom Slack channel as well, I think that that it's really helpful. Because it is what you're using internally. So why not be using that for your you know, when you're talking about creating that experience of everyone started being on the same page? Why not using the tech across the board that makes a tonne of sense. In terms of going back to events, is there anything that's working really well for you right now that you wish everybody knew like you wish you knew this? We your months or years ago and you just want you can't not tell everybody about this thing that's now working for you. Yeah,

Paige: One of the things that I've seen that's worked over the past year is like, well, one, this is just kind of like a tidbit of advice, like, don't be afraid to fail and to get creative. I think that, you know, a lot of us have replicated what we've seen in the industry. But the things that we do that are different are the things that I think we'll start to see more and more return on. People don't want to go to the same, you know, wine tasting that they've already been to five times with five different vendors, they want to do something different. And something that's unique. So whenever you have the opportunity to build a programme like that, I recommend it and for example, like you were talking about the experience that you had getting a celebrity chef on or getting an Olympian on, or something different that allows those prospects to have an experience, but they haven't, that they haven't had before. I think that's where I would start. You know, I think when we started off in the very beginning, we were kind of just trying to like, figure it out, no one knew what they were doing. So we're like, wine sounds good, I guess a bourbon or we'll replicate that. But now that we've kind of been through that iteration of things, I think it has to be something that's really exciting and enticing to get people on board to actually come to the programme. I think one of the hardest parts about being in this role is like, you can do everything, right, like you can plan it out, you know, for months, and you can do all the legwork up front, but you can't make people show up. So it does have to be something that they haven't done before something that's exciting, and something that offers them an opportunity to get a different experience.

Kerry: It sounds like to that going back to your original point of being human that you need to know your audience, what's going to be interesting to them. What are they going to care about? Who are the folks that you're you are inviting? Are you gonna have options? In case people aren't drinking? Are you gonna have options? In case there's food allergies, there's like, how do you figure that stuff out? Don't just throw it up against the wall, go back to that human moment, and really think about who you're inviting and who they are? And what you know about them too, I would say, which I know is hard, as well.

Kerry: Yeah. And a good place to start to is like, pull your current customers leverage the resources that you know, you have, and say, Hey, we're really thinking about doing this event? Would you go to this? Like would? Would your friends go to this? And kind of ask them, you know, what are you thinking and if your customers aren't going to it, I guarantee your prospects don't want to go to it either. So it is a good pulse check every now and then to do it sounds like you could almost run out with your existing customers as a test drive.

Paige: You definitely could. And then there's the rinse and repeat part, right? So you know what works for your customers, you take that blueprint, and then you replicate it again, in a different region or with a different industry. And just like if you have the resources, don't overcomplicate things, leverage the things that you do have. And I think it comes back to that like doing more with less.

Kerry: Great message. I love this. This is so great. Thank you so much, Paige for really walking us through how you think about events, the evolution of where they were versus where they've gone versus where they're going. I think this is so important to think about how we can do better for our customers and the experiences that we get to give them like what a what a gift we get to give them. Yeah, before we go I have I skipped over my question around the because we got right into it. We were so excited. We couldn't help. But because we're all human, just like we talked about what's one challenge you're currently facing?

Paige: Oh, my challenge, I think I mean, I think I actually talked a little bit about my challenge. And it is that like, there's been so much change over the past couple years. And how do we do more with less? Like, I think, you know, we had this big conversation today. And that kind of ends up being the bottom line for where I am personally in the startup space. You know, budgets are changing, resources are changing. So how can we still do the things that we want to do effectively and more efficiently?

Kerry: Maybe we did talk about it. I don't remember how I got so excited. Thank you for reiterating, because I think we're all in that same boat of doing more with less and the challenges of that. And I think it comes back to something else you said that I just want to double down on is keeping it simple. Like, especially if you're rolling back into like if you are used to working with really big budgets, and now you're not and you don't have those resources anymore. Think about where what you know, rolling into what is working in trimming everything else. Don't try and do the same amount of what you've been doing with less money. Dear Goodness, no.

Paige: And I think sometimes if they have this really big budget where like we have to spend this really big budget because so so you do these programmes, but you don't have the strategy behind them and sometimes having a smaller budget and having to kind of get caught Eat, it allows you to really think about like, what is the strategy of this programme? What is the goal, like you make sure that you're setting yourself up for success by going into it measuring the right things, and setting the right expectations with leadership of like, Hey, this is what we're going to spend, this is what you've given me, and this is what I've decided to do with it. And we anticipate to see X return.

Kerry: And then it's all connected to right going back to your audience, going back to your messaging, going back to those pillars, and how it's all connected up into that. You know, all those channels and what you're doing from a demand gen standpoint is all connected to that that's the heart of it, right?

Paige: Absolutely.

Kerry: Oh, so good. Okay, rounding out last last questions for you Paige, a little rapid fire action, because you're more than what you do and so get to know you. Three questions for you. The first one is Have you picked up a new hobbies in the last few years given the world events.

Paige: So one of the things that I love to do, which honestly, I had the opportunity to do more of when we were in the heart of the pandemic, and now that we've kind of come out of it, you know, I'm back to my regular life and job, but I think that, you know, art, I love to be able to like draw and paint and do all that kind of stuff. It's very therapeutic for me, where like, I would kind of close my laptop at the end of the day and be able to focus on something different. And I felt like it was a good clearing of the mind activity to when you were trapped in your house. So yeah, I think that one

Kerry: What do you what kind of paint Do you normally work with? Is it watercolour or oil? What's your go to?

Paige: I like watercolour the best.

Kerry: Yeah, it's so pretty, it's hard to work with. It's hard to get the right consistency.

Paige: It is hard to work with. But I think you can make such pretty like landscape paintings out of it and good sunset. So if you're looking to do any of those, I highly recommend watercolour.

Kerry: Let next question for you. If you could travel anywhere in the world right now, without any long lines or barriers to entry, where would you go? And

Paige: I would say, Greece, I've never been to Greece or Italy. I did go to Italy on a study abroad programme, but I wasn't able to see everything while I was there. So I'd love to go to some different places like Venice and be able to explore a little bit more for either of those places.

Kerry: Yeah, Italy, getting back to Italy is on my list, too. I went there, but I did a very touristy things. I'd really love to just sit in the culture of it for a minute. totally great. Last question for you page. If you were to get together with your team, the three of you are going to hang out and brainstorm. Or maybe you were just like working independently, but like in the same room. And you could have music playing overhead. What song would you want playing and why? Oh,

Paige: That is a good question. It's funny, the first thing that comes to mind for me just because I think I love this song, and I think it's a fan favourite is September by Earth Wind and Fire. I have no idea why that pops up. But I do love that one. I think it's one everyone knows the words too. So it would be a fun one.

Kerry: I love that. I think it's important to choose one that who knows the words to because you can all really like get into it and feel it. I love it. Thank you so much, Paige. This is wonderful. It's lovely to have you I appreciate your expertise and for you spending time with me.

Paige: Likewise, thank you so much, Kerry. This was great.

Outro

That was my conversation with Paige Roderick.

If you'd like to learn more about Paige's experience in regards to creating lovely events, please reach out to her you can find her on LinkedIn.

Paige thank you so much for joining me and thank you for your patience as you wait for your episode to come out. This was a gem. It really was. What a find. What a find.

And thank you listeners for tuning in. As always, if you liked this episode, please like subscribe and share. I wouldn't bat an eyelash to review either just saying.