{"id":57545,"date":"2024-08-22T14:51:52","date_gmt":"2024-08-22T21:51:52","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=57545"},"modified":"2025-06-30T10:18:33","modified_gmt":"2025-06-30T17:18:33","slug":"the-critical-role-of-events-in-modern-marketing","status":"publish","type":"post","link":"\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/","title":{"rendered":"The critical role of events in modern marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Events are now taking center stage in marketing strategies. At RingCentral&#8217;s recent <\/span><a href=\"https:\/\/www.ringcentral.com\/event-strategies-for-modern-marketers.html\"><b>Beyond the Venue: Event Strategies for Modern Marketers<\/b><\/a><span style=\"font-weight: 400;\"> session, marketing expert <strong>Daniel Murray<\/strong>, founder of Marketing Millennials, and <strong>Kristen Koenig<\/strong>, RVP Video at RingCentral, shared insights on the critical role of events in modern marketing.<\/span><\/p>\n<h2 class=\"heading h2 h3\"><b>Social-first content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Daniel emphasized the importance of adopting a social-first approach to content creation. He noted the COVID-19 pandemic accelerated this trend, as people craved human connection while consuming short-form, shareable content on platforms like TikTok, YouTube, and Instagram.<\/span><\/p>\n<h2 class=\"heading h2\"><b>Events as content generators<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Kristen and Daniel discussed how events are goldmines for content creation. By approaching event planning with a content-first mindset, marketers can create a wealth of material that can be repurposed long after the event concludes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daniel advised, &#8220;When I do events, I always think about how to create this event that I can repurpose forever and create evergreen content that I can make on social, blogs, podcasts, newsletters, etc.&#8221; It&#8217;s about killing two birds with one stone\u2014creating engaging experiences and generating a wealth of shareable content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tips for maximizing event content:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Capture shareable moments during the event<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create content suitable for different platforms (e.g., short videos for TikTok, professional insights for LinkedIn)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Repurpose event content into blog posts, podcasts, and newsletters<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-57547 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/08\/Year-Round-Event-Strategy.gif\" alt=\"RingCentral Events AI Real Talk\" width=\"800\" height=\"800\" \/><\/p>\n<h2 class=\"heading h2\"><b>Bridging B2B and B2C marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The line between B2B (business-to-business) and B2C (business-to-consumer) marketing is blurring. Daniel pointed out that marketers now compete for attention not just with other B2B companies, but with all brands across the digital landscape. This shift requires a fresh approach to content creation and event planning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advice for marketers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create content that resonates with both professional and personal interests<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look beyond traditional B2B strategies and draw inspiration from successful B2C campaigns<\/span><\/li>\n<\/ul>\n<h2 class=\"heading h2\"><b>The &#8220;Costco sampler&#8221; approach<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Daniel introduced the concept of the &#8220;Costco sampler&#8221; in marketing, offering a taste of your content to attract audience attention. This approach involves creating highly shareable content like memes, funny videos, and quotes to capture interest and guide potential customers through the marketing funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Steps to implement the Costco sampler strategy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create attention-grabbing, shareable content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use &#8220;rented audiences&#8221; on high-growth platforms like LinkedIn, YouTube Shorts, or TikTok<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Convert this attention into owned audiences through newsletters, podcasts, and events<\/span><\/li>\n<\/ul>\n<h2 class=\"heading h2\"><b>Adapting to different mediums<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Both speakers stressed the importance of tailoring content for various platforms. When planning an event, consider how to create different types of content suitable for each medium:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short, engaging videos for TikTok and Instagram Reels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Podcast-style content for audio platforms<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Professional insights and &#8220;clickable moments&#8221; for LinkedIn<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Remember, high-quality content doesn&#8217;t always require expensive equipment. Even with basic tools like a good microphone and camera, you can create impactful content across multiple platforms.<\/span><\/p>\n<h2 class=\"heading h2\"><b>Creating a year-round marketing continuum<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Events shouldn&#8217;t be isolated occurrences but rather threads in a larger marketing tapestry. By viewing events as part of a continuous strategy, marketers can create ongoing engagement with their audience throughout the year.<\/span><\/p>\n<h3 class=\"heading h3\"><b>Final thoughts<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-57548 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-22-at-1.32.11PM-1.png\" alt=\"RingCentral Events AI Real Talk\" width=\"885\" height=\"459\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As the marketing landscape evolves, events play an increasingly crucial role in engaging audiences and generating valuable content. By adopting a social-first mindset, creating shareable moments, and competing for attention across all platforms, marketers can refresh their event strategies and connect more effectively with the millennial and Gen Z demographics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, in today&#8217;s digital age, you&#8217;re not just competing with other B2B companies\u2014you&#8217;re vying for attention with every brand out there. Make your events and content stand out by thinking creatively and focusing on what truly engages your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to hear more about this topic? Connect with our speakers on LinkedIn.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.linkedin.com\/in\/daniel-murray-marketing\/\"><span style=\"font-weight: 400;\">Daniel Murray<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.linkedin.com\/in\/kristennkoenig\/\"><span style=\"font-weight: 400;\">Kristen Koenig<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Watch the <a href=\"https:\/\/www.ringcentral.com\/event-strategies-for-modern-marketers.html\">full session on demand<\/a>, starting at <\/span><span style=\"font-weight: 400;\">6:40<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Check out the other blog in our <strong>RingCentral Events AI Real Talk<\/strong> series here:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/virtual-events-are-evolving-is-your-approach\/\">Virtual events are evolving\u2013is your approach?<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/beyond-chatgpt-ais-strategic-impact-on-events\/\">Beyond ChatGPT: AI&#8217;s strategic impact on events<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/how-to-make-your-events-accessible\/\">How to make your events accessible<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/building-your-brand-and-empowering-yourself\/\">Building your brand and empowering yourself<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Events are now taking center stage in marketing strategies. At RingCentral&#8217;s recent Beyond the Venue: Event Strategies for Modern Marketers session, marketing expert Daniel Murray, founder of Marketing Millennials, and Kristen Koenig, RVP Video at RingCentral, shared insights on the critical role of events in modern marketing. Social-first content Daniel emphasized the importance of adopting &#8230;<\/p>\n","protected":false},"author":1233,"featured_media":57546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18390,18885,43333],"tags":[1611,254,8140],"class_list":["post-57545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-and-collaboration","category-ringcentral-newsdesk","category-events","tag-events","tag-marketing","tag-ringcentral-products"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The critical role of events in modern marketing | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Events are now taking center stage in marketing strategies. At RingCentral&#039;s recent Beyond the Venue: Event Strategies for Modern Marketers session,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The critical role of events in modern marketing\" \/>\n<meta property=\"og:description\" content=\"Events are now taking center stage in marketing strategies. At RingCentral&#039;s recent Beyond the Venue: Event Strategies for Modern Marketers session,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-22T21:51:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-30T17:18:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2024\/08\/Blog-hero-930x700-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lauren Slattery\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lauren Slattery\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/\"},\"author\":{\"name\":\"Lauren Slattery\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/84293527969be0e8041176276006e769\"},\"headline\":\"The critical role of events in modern marketing\",\"datePublished\":\"2024-08-22T21:51:52+00:00\",\"dateModified\":\"2025-06-30T17:18:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/\"},\"wordCount\":668,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/08\/Blog-hero-930x700-1.png\",\"keywords\":[\"events\",\"marketing\",\"ringcentral products\"],\"articleSection\":[\"Communication &amp; collaboration\",\"Company news &amp; culture\",\"Events\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/\",\"name\":\"The critical role of events in modern marketing | RingCentral Blog\",\"isPartOf\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-critical-role-of-events-in-modern-marketing\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/08\/Blog-hero-930x700-1.png\",\"datePublished\":\"2024-08-22T21:51:52+00:00\",\"dateModified\":\"2025-06-30T17:18:33+00:00\",\"description\":\"Events are now taking center stage in marketing strategies. 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As the Sr. Director of Marketing for RingCentral Events, she excels in go-to-market strategy, integrated marketing, product-led growth, and demand generation. Lauren's expertise lies in translating complex technologies into clear, customer-centric messaging, having successfully led marketing efforts at RingCentral, Hopin, and TokBox (now Vonage). Throughout her career, Lauren has built and scaled impactful marketing strategies that align with business goals and drive measurable growth. 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