Marketer talk on how companies bring webinars into a digital world

Hello everybody and welcome to Webinar Days 2021. This is day two. We know that the audience is exhausted, right? They're tired of these online meetings, virtual conferences, so on and so forth. From experience, and I think a lot of people agree here, webinars should not just be a single point in time. Think about how you can create a buzz around your webinars and your digital events so you can leverage the content that's on demand and then you can drive attendance to that. So it's all about also promoting the content that you have during the webinar, before the webinar and after the webinar. One of the things that I always keep track on is to keep the font of your text at least 18, because if you go smaller, quite often it's hard to read. This year so far on the platform, we've run 10,000 webinars. With a million attendees and a conversion rate of roughly 70 % on every landing page view that we show to our customers. But this is really, really tough. And this is really the challenge of how you move from something that is successful again at 10 or 50 into something that is successful at a few hundred or even a few thousand webinars a year. And the customers that we are seeing kind of push into the thousands of webinars. And then just to wrap it up, now we have you. How do you know in your organization that it's time to hire a webinar? Program manager? I hope we will see all of you there. Until then, take care. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. where you are and let's have a look, see at who our audience is. Also, many, many experts today. We want to ask them all the questions. What's on your mind? This is a golden opportunity to poke the brains of some of the leading experts in the world when it comes to webinar and when it comes to marketing. So a little further up, this was the chat. Up here, you have questions. Now, throw in any questions you might have for all the speakers. We'll gather it up. And in the end of each session, meaning when we've gone through the different speakers, we will catch up all the questions. We'll do a panel discussion and we'll take as many questions as we have time for. So do please remember to punch in your questions here. Now, again, we are a little bit alone and they're not anyway because there's hundreds and hundreds of you on the other side here. But again, we want your reactions to this. Down in the corner down here, just by the chat, you can put in your themselves in the chat box and the podcast or Facebook. We can ask a few questions if you want more A log string of tools for mouse clicking I saw the States also. So this is a global event. So with no further ado, I do think we should begin to dive into today's agenda. So whatever time zone you're in, if it's a morning coffee, grab your coffee, lean back, enjoy. If it's an afternoon tea, do that as well in your time zone. Or if you're one of the really lucky ones here, maybe a cheeky after hours beer as well. So whatever beverage you are having right now, again, welcome to Webinar Days 2021. So for this session, again, three sessions every day, but for this first session of the day, we have an excellent speaker lineup. We have Nicola De Cana, CMO at Milan-based agency Ray, who's joining us directly from Milan. So as I saw in the chat as well, probably a bit better weather. Once we've been in Milan, we will fly you straight back here to... Copenhagen, where you will meet my colleague Kasper Ful, who is our sales, strategic sales lead here in our Danish office, working with global enterprises. So quite the agenda for you this morning. Okay. So with no further ado, I'd like to introduce the first speaker of the day. So as mentioned, we are going to Milan. We are going to the company Ray. Our first speaker is the CMO of the day, Nicola De Cana. He has spent over 30 years of his professional career in the marketing and communication field, from advertising agencies to the radio and music market, as well as B2B and B2C companies. And he's founded several startups in Italy and in Silicon Valley. With no further ado, please welcome Nicola De Cana. The virtual stage is yours, Nicola. Okay. Thank you, Jacob. Very, very happy to be here. And let me say that, unfortunately, this is a raining day in Milan. And it's not a good weather. But I'm very happy to stay here with you. And I'm Nicola De Cana. I'm the CMO of Ray. Ray is an Italian digital firm and an HubSpot diamond partner. But I will spend a couple of minutes at the end of my session to talk about us. I'm sharing the screen. Okay. I think that you are seeing my presentation. And okay, let me say that today I want to talk with you about how to leverage on digital training, on digital technology to build an intimate relationship with your B2B channel. Okay. I'm more loyal. I'm more loyal and have a very good relationship with your channel, distribution channel, post sales channel, and so on and so forth. First, in the B2B, this is the end of the hyper rationality era. Okay, I mean that I want to start from the wrong assumption that in B2B, the choice of a business is the choice of a business. brand is hyper rational driven. I, I struggle to believe that this is not longer true. And because the B2B marketer must see the stakeholders as human, not just job titles, okay, this is really important, because today, I can be the buyer of a B2B service, but five minutes ago, I was a buyer, customer of Amazon, or I was reading a book, or I was reading a car magazine, okay. And I'm a human, I'm not my job title. And usually into B2B, the idea of marketers was that the buyer, the buyer decision was on let me say the performance, the price, and so on and so forth. But we need to understand that every human, everybody of us need to grow mentally, professionally, psychologically and ethically. Okay. And in other words, we were built to never stop living. This is what I mean is that if a brand can, if an experience with a brand can improve my, my knowledge can improve my capacity to learn about not only about technical, for example, stuff, but also about the value, okay, or the value of the brand into the market, how valuable is the brand on into the market. If my experience with this brand, if I am an installer, if my experience with this brand can help me to better understand day by day not only the technical issue, but also how, for example, the brand is producing the stuff, how the brand is respecting the environment, for example. I can be more loyal about this brand, and I can be better an ambassador of this brand on the market. What I'm talking about is what we name channel bridging strategy. The channel bridging strategy is the opportunity to leverage on digital technologies to build a bridge in between the brand and the channel. Better governance, the distribution, and the post-sales channel. We can do that through the collection and analysis of quantitative and qualitative data of the stakeholders involved. We can better understand also about with the training processes, digital and in person, we can better understand, for example, the behavior of the channel. You know, let me say that one of the bigger problems of the B2B brand is that what I love to name the opacity of the channel. It means that usually the B2B brand doesn't know their channel, okay? Because usually they are intermediated from distributors, from the from a lot of stuff during the value chain. So the digital technologies now allow this brand to better know, to better understand their channel and to create a value relationship, an intimate relationship with the channel in order to increase the loyal and obviously increase the revenue and the margin of their sales. So, I think that's really important. About the training today, we used to talk about from in person to digital learning, okay? And, you know, in particular, in the last two years, due to the pandemic situation, all the training, the digital training, the digital learning activities are really increased. Okay. And today, usually I heard that all the people are talking about from person to digital. I am sure that everybody of you know this term digital. Okay, I know that you are thinking that okay, dumb. This is another marketing magical marketing term born from an imperative crowded off digital guru that discussed about the title of the nest of the next book. Okay, maybe yes. But let me say that I'm strongly I strongly believe in the digital area. Okay. This is the definition of digital of digital is the concept of using technology to bridge the digital world with the physical world. The I strongly believe that the marketers need to understand that there is no longer an online adult fly. There is no borders in between. There is no looking them. When I, when I am in a shop, and I'm looking to a couple of shoes, for example. And I'm looking for information more information by my smartphone, and I'm searching about material or I'm I'm benchmarking. I'm looking for a better price for example. or offline. I'm in between. Okay, I'm in the physical experience. I'm experiencing the brand, no matter where I am, online or offline. So it means from our point of view that we want to talk tomorrow about digital learning, okay, digital learning. And this is the definition, our definition of digital learning. Digital learning closely integrates digital training activities with face-to-face session in a seamless experience, okay, no matter if you are joining a digital session today and tomorrow you will join an in-person session. What is matter, we need to concentrate about the capability for the brand, to aggregate, to collect and aggregate all the data from the digital session and the in-person session in order to create this seamless experience with the brand. Obviously, in order to do that, you need to leverage on a CRM, okay. The CRM must be central on the relations. So we need to leverage on the relations with the stakeholders, okay. We strongly believe that the next level of the CRM is a technology that allow brand to monitor all the touch points with the customers, but also with the stakeholders, with the installers, with the resellers, okay. And the capability of a CRM will be to collect all this data, to organize all this data, to allow, marketing, sales and service to align their activities and to analyze better all this data and to make decision in real time about what we can do better to engage better the stakeholder or the customer. In this case, we are looking to the CRM as a powerful spine that strengthens the the CRM as a powerful spine to improve the learning process. From our point of view, obviously, the best way to build this digital learning that we are experiencing is the combination of 23 with HubSpot. But it's the combination of a lot of different things. Let me say a digital training platform with the CRM with a next generation CRM like HubSpot. What I mean is that we need to be able to collect, organize and analyze all the data generated by a seamless training path. Okay. Again, this is we don't matter about the data. We don't care about where the installer or the reseller are. We want to help our customers to understand better how to leverage on the data, on the quantitative and in particular on qualitative data in order to create tailored nurturing workflow, for example. Okay. On the right screen, you can see all the three steps of digital training is before, during and after. Okay. So before we can collect, the brand can collect all the quantitative and qualitative data before the training event. So we can collect the data from the email marketing, for the invitation, from the social advertising, the reaction on social advertising. And we can collect all this data directly on the timeline of each profile of each stakeholder or obviously customer if you are working on a B2C environment. So we can collect how many clicks, we can collect how many views of the social ADV, we can collect the subscription forms and all the, for example, information requested from the people. During the activity, during the session, the training session, we can collect, this is really important, we can collect in real time. All the viewer activity tracking, okay, and what they view, what they didn't do, how they were engaged with the session, all the questions that they did. And we can feed in real time the profile of each participant in order to allow the marketing. And we can create the follow-up and the next steps, the better follow-up in the next days. And obviously after, we can collect all the data from the reaction on the follow-up email marketing, on some mission form, contact request, follow-up email request. But the most important point is that we can aggregate. All this data from the learning path, from the digital path, from the digital learning path with the offline experience of the stakeholder. And we can collect data from in-person training on the CRM. Again, we can analyze, we can collect, we can track, collect and analyze all the data from the deal, for example, managed from the reseller, for example. But after the initial tribal嚼 GitHub and theta Book Therefore, we have a personalized website United cookies page. We you want to see all these tasks whenever or, among others. online, all in a unique profile, and we can create what we name single customer view of the of the single user. Okay. And with all this data, you can understand that the marketing service and sales can understand better what that what can they do. In the next steps, okay, we can put people in specific nurturing workflow, for example, we can understand if an installer is or if an installer has some problem with a specific product because they because he submitted some request about this product product, or he has some question during the training session. So we can put this guy into a into a specific nurturing workflow in order to, for example, invite in a tailored training path about this specific product. Or we can engage the reseller in a specific promo campaign, because maybe we want to push on product that they they use and they they are not selling, for example, and we want to push on this product. And we can involve these guys in a tailored training path about this product in order to, in order to show to them the benefit that all the features about that services or the product. And, and obviously, we can put these guys in a tailored automation processes in order to involve this. That guy in, in promotion in a specific marketing campaign, marketing communication campaign, and so on and so forth. And the most important thing is that we can do that in a unique environment. And this is the CRM. Okay, we can collect, we can organize, we can help to our customer, our the brand to collect to organize all the all this data in a unique environment. integrated with the two digital training platform and CRM. Just a couple of, of, of words about us, as I said to you, before we are a digital firm, an Italian digital firm. And we love to consider us. because we are spending a lot of our time to help our customer to make intimate customer relationship. And let me say that at the end of the day, we can say that we love to help people to create, to find the best way to create the right relationship with other people. Okay, this is the customer relationship, from from our, from our point of view. We have a lot of solutions that we are bringing on the market from the single customer review that I talked to you about before lead management, digital sales, enablement, training, obviously, but all the solutions and services from our point of view are inside the customer experience strategy of our of our customer, some customer evidence. I don't want to bore you about that. We used to work in the fashion and apparel and fashion industry, in the durable goods, let me say, in the B2B services and so forth. For example, here there is no this case, but we also work with, for example, ballots in the European markets and other brands. And so this is the end of my session. I hope that I'm not boring you. And, Jacob, to you, the word. Thank you so much, Nicola. That was a really, really interesting session. Do remember to give Nicola a wave of interactions. Down here in the chat, wave, clap, so we can hear it all the way to Milan. So thank you. Thank you very much. Again, do remember, if you have any questions, punch them in up here. Nicola will be back for our panel discussion in the end. So any questions you might have, do punch them in up here. Right. We are moving on to the second speaker of this morning's session of Webminar Days. Now, the second speaker. The second speaker is a guy I know very well. He works just two floors up. So we meet every day. Kasper Fril is the strategic sales lead here at 23. Now, I have the pleasure of sitting just across from Kasper. And Kasper is definitely my go to guy when it comes to anything strategy related and webinars and video. And he is also the kind of guy that's so good that you always leave the conversation going. Jesus Christ, that was obvious. Why didn't I think about that? So you are in for a treat. Now, Kasper works with our biggest global enterprise customers around video, around anything webinar related. So please give a round of hands down here to Kasper Fril. Kasper, the stage is yours. Thank you so much, Jacob, and for the warm introduction. I appreciate it a lot. I'm very, very excited. I'm very excited to be here today because we are going to be talking about we're going to be talking about webinars, but not in the sense that we've been talking about webinars and digital events for the last couple of days, but how we can empower the entire user journey using these events that we create. So it's very exciting. As Jacob said, my name is Kasper and I work as a video marketing strategist for our global enterprise customers at 23. I'm just going to switch to my presentation here. Yes. So let me start off. So I'm going to start off with a situation that most marketers can probably relate to. So this is our situation many times a year. We're constantly bombarded with new trends, with new must do's and all these things of how we need to approach our digital setup, our events, all these things that we do. The truth is that they are often pretty far from where we are as a company. So there is not a connection between where we need to go and where we're at, which makes many of us kind of lose hope. But I think I'm going to take care of it. All right. Just give me one second. to the chat, what is your biggest strategic challenge when it comes to webinars, digital events, videos? I'd love to see your input on this so we can kind of take it in the direction that is most relevant to you guys. While you're typing this in, I'd love to talk a bit about the state that we are currently in, in the setup of video marketing of webinars, because we are in a paradigm shift for every user is going from a textual paradigm to a visual paradigm. And this is probably the most profound change since the launch of the internet, because video is the human touchpoint in our digital communication. Video is a very, very powerful way to explain complex situations. It's a very, very powerful way of evoking emotions, make people feel something when we communicate to them. So many marketeers are left in this. As with the John Connor GIF left back with this, looking at like, whoa, how do we approach this? What do we do? And it makes sense. But the truth is that 72% of your buyers prefer to learn about a product or service via video or webinar or an event or on demand, whatever you have, whatever you're using. So we need to take this into our consideration. We need to take the effect of this into our strategic setup. The thing is that there's a major disconnect, because even though we understand that we need to use video, we ourselves are using video and webinars every day. The majority are not using the data that we collect from these, which kind of makes it a difficult start because we have to approach it from a practical approach. And most are. So you're not alone if you recognize yourself in this. So it's like video and webinars is the most important thing. I have to do something about this. Let's make a video. What should it be about? Oh, yeah, this is a good idea. We'll create this video and then we start optimizing the H out of it, right? This is a challenge because where does it leave us? It leaves us in a state where it becomes an isolated thing that we're doing that has no impact, no value in our entire journey, no matter if it's events, webinars or videos. All right, guys. Are you typing? Anything? I don't feel I see anything. You don't have any challenges in your setup. I don't believe you. All right, guys, keep them coming. I'll I'll do my circus trick here. And if you want it to go in any direction, just type it in and we'll figure it out along the way. Right. But what if we approach this from a different angle? What if we approached our entire visual setup from a more strategic point of view? What if we said like. We need to improve X in our business. So approaching it like we would in any other business case that we are as marketeers attending. Oh, we have some input here. No integration with CRM. That's exactly one of the points that's so important. I'll make sure to talk this into the presentation here as well. Definitely. So if we approach it like this, oh, we have more coming in. That's awesome. We need qualified leads, but it's not so easy to catch them. All no, I know. And it isn't. So these are awesome inputs. I'll definitely take this into consideration because this is part of even the slide that I'm showing you right now. So if we approach it in the we need to improve X, what is the best way to do this? So we have an event. We need this amount of viewers and we need to convert this many. OK, instead of looking at it, yeah, we need to create an event. We now can look at it from a strategic point of view. How do we need to invite people? Who do we need to invite? How do we engage them best? How in the post flow do we engage them best? And how do we present this conversion at some point so we can actually make this part of our business KPIs and our result creation in our business? Now it becomes interesting, right? And the thing is that we see that 57% of the buyer's journey is done before people contact you as a company. So video holds as the human touchpoint. A massive role in how we. How we actually impact the buyer's decision, what they are looking for, how they're looking for it. And the video format already is used not so much in a strategic way, but but it fills the entire funnel so we can go from awareness to customer advocacy. And we have video formats that would support this all the way. Good. Again, back to the challenge. If we look at video marketing as an isolated thing, as most are doing today. So even this. The event is an isolated thing from the rest of our setup and all these things does not tap into it. See, we have a question more. What are your strategic challenges? Yeah. Oh, sorry. It was the other. We offer webinars as an additional gadget, but not as a whole strategy. Nope. That's that is so important. So that is going to be probably the key takeaway from today. So I love that you asked this question because. Actually. This slide will show you. So if we run it as isolated events, it's isolated events. But if we use the data that we are actually able to collect the consents, the setup from the webinars scenarios and what we do, we can enrich our entire stack of of marketing activities. So the real question to this is really like, what is the impact of a digital events and set up if it's isolated? If the engagement from this is isolated. It's the. The. The data that we collect is isolated. It's not much. So that's why we need to own the experience. And for those of you who tuned in to webinar days the last couple of days, I'm not going to repeat all these things. But initially, all the webinars from companies enrolling this taking ownership of this has been like you need to take ownership of the main event of the first part data. So we need to place it on our own sites. We need to make sure that everything points back to our domains where we convert, where we engage people, even if we do internal webinars. We need to ensure that this is kept behind our single sign on. So no one outside our organization can access this content. So this is very, very interesting. And go watch the webinar from Siemens. That was like an end to end explanation of how to think this, how to set this up. So if you haven't seen it, go watch it. But I'll focus on something else now. I'll focus on everything around because to your question on we do it as an isolated, not as part of our whole strategy. Maybe you should reconsider this, because the thing is that. When we do webinars, we're able to collect consents. We are able to collect named leads that we know and we need this in the current digital setup. I'll come back in a second back to the Terminator to explain you this. But if we are approaching new leads top of funnel, we need to know who they are, what they're doing, who are the lookalikes and all these things with the privacy changes that's going on right now. So webinars and events becomes a crucial part of this because in videos. We might. Might not be as used to filling in video collector forms, but in webinars, we recognize that we need to give our email address to attend the webinar. We recognize that we need to give consents one way consent to way consent, whatever we have to attend these webinars. So it's a massive, massive opportunity to empower your entire use of funnel even outside your events and webinars. Let me give you a few examples. So what we're talking about here is that we have the main event. We have the main video. We're going to talk about like what about the invites? What about the post flow? How do we convert? How do we follow up? And at the bottom of this slide, you'll see how do we integrate this with automation and leads going? So even though the paradigm shift is going to visual and video and webinars, this is not the only part. We're still using white papers and and home pages with written text and all these things. And we should because we should engage our users the way they want to be engaged. And data tells us how right. But let me give you a few examples of how you can. Use this data, how you can use these things to impact your full journey. So one of my favorite example is universal robots who work with their data on content. So they look at like, how do people consume content? And I say, see, on LinkedIn, we consume around 20 to 30 seconds of video. So instead of posting the usual invite for a webinar or an event on LinkedIn, what would happen if we created a 20 second video where Andrew says, hey, in this next webinar, we're going to be talking about packaging robots and applications. You know what happened? So this video suddenly became not only an attention grabber, it became a qualifier because what they saw is that if people click on to the webinar campaign page. Then they would also sign up, they had sign up rates on the landing page of 65 percent because they qualified the leads from social already as digital marketeers. Ain't that what we want? So we don't need too many into our channels. That's never going to buy our products, but we can talk to those who are relevant. So now by just rethinking it and making an additional 20 second video, they start qualifying to start engaging people in the way that they'd like to be engaged on this particular platform. I think it's awesome. I hope you do, too. OK, the next thing I want to show you is an example for myself, actually. So how can we leverage the power of video in our top of funnel? And the story I'm going to tell you is. Not particularly marketing or top of funnel, but it will be. So hold on. We have a challenge that when we booked in meetings, we have a lot of outbound activities at some point. We will have a lot of no shows and no shows would be an insane waste of time calling them up, getting hold of them, doing all these things. So in a lunch break, we tested out something. You said, what would happen if we made a gift of me sitting in our lobby with two cups of coffee, being frustrated, waiting for someone who is not showing up? And we would attach this to a short text saying, hey, you missed our meeting. I hope that you're OK. I'm sure you had a good reason, but please put me in so so we can figure this out. And the emotional effect of video had a massive impact. Suddenly, people started putting themselves in for the new call. They saw that there was actually a person behind the screen. It was not just a robot or anything booking this meeting and calling out was me. I was sitting there being. Maybe I'm not. Maybe it's a bit too emotional. But, you know, guys, it worked. So we said, what if we took this in the marketing strategy to increase second clicks? So we worked with one of our customers saying, like, what would happen if you change your pictures in your newsletters with gifts? And what would happen if we placed a play button in the middle? So they feel that they will watch a video. And what we saw was a 62 percent increase in click rate. So. If you haven't tried this, this is a powerful way of looking at your data. For the first example, how are people consuming video on our other channels? How can we repurpose the content that we have on demand live? And then again, how can we use these small tricks to gather people to our sites? The second one is for the post flow. So what we see is that when we send out a follow up email from a webinar like this or an event like this within 24 hours, we will have 80 to 90 percent open rate. If we wait a week, it will go down to 50 percent. That's logical, right? But the thing here that I think is important is that in our post event flow that we create no dead loops. It has to go somewhere. Why don't we leave people? If I watch the webinar, I'm probably not going to watch the full thing on demand. Why don't you lead me to an on demand hub, a video hub where I have all the content where I can pick and choose and where I can do all these things. See 160 plus percent engagement rate when people go to these sites. Instead of individual events, instead of individual setups. So no dead loops. Make sure that your webinar flow that often will end with the last email. Here's your on demand doesn't end there. Let's keep the track rolling. Let's empower the full user journey. And then back to John Connor, because right now we are in a situation that kind of resembles this a lot. And the situation is that. Data privacy, right? Oh, I'm sorry. I didn't mean to scare you out there. Data privacy. Yes. We are all fringed about this. But what is going on right now and to the questions on why should we make webinars part of our full set up and our full strategy considerations? This becomes very, very important. So let's look at the first point. SEO. I guess this is the main attraction channel for many of you guys. To be honest, I'm going to show you three. And I think these are the main attraction channels overall for anyone. Right. So SEO right now. If we do not own the experience, then we are leading people to third party media again. So every time I search, I know that 72 percent of people will be looking for video. I know that the main effect of this will be that they will probably be going to YouTube or third party site or if it's a webinar to assume set up or go to webinar set up or anything. That's great. But how do we lead people to channels that we own? So the SEO has been a challenge for many years and thereby a blue ocean. And. We're back. Sorry, guys, let's just go back to the presentation here. And the second one is I was 14, taking out 60 percent of your retargeting because I suddenly now on my iPhone have to consent to your retargeting me so we always talk about there's no such thing as a free lunch. But to be honest, social media for a lot of years has been right because we could just place targeting Google on our homepage. We could see, did they convert? Didn't they convert? We could place them in retargeting audience. We could do all these. So Apple are challenging this right now in data privacy and all these things. Google is following along. So right now, we also lost this connection if we do not know who these people are. Hence, consents and data tracking that is allowed by signing up for EG digital event. Okay, now it can't get any more terminated, right? Okay, iOS 15, welcome. So now we have email. Now Apple start encrypting the signals. So people that we already collected consents from, that we already have this data from, now we can no longer see what they click in our email. We can no longer see the click rates, the conversion rates of all these things. So the digital setup and the transformation from textual to visual is now really impacting any, no matter if you do events, isolate or what, it impacts everything. The change here, where we actually still have the opportunity is that first party data. If we own this, so now it's a question about, do we own this data or don't we? Because if we don't, how would we ever track? Yes, even putting YouTube embeds on your homepage or events that is outside your own, like you don't know really who's there. You might have it as an isolated, but you don't know really compared to if we own the experience, if we have it on our own sites, our own domains, our own setups. Now we can see it. We can suddenly see, okay, all SEO with meta tagging will be pointing back to our conversion sites. All social media can then be based on data that we collected. So those who went through the entire user journey, what content did they consume? And how do we make that content be in user journeys and make retargeting on lookalikes and all these audiences that are most relevant to our setup? And on email marketing, if we don't know what they click and how they click, then we know if we own, they experience on the other side. We know that they arrived because they already consented to this. Hello, Casper, welcome back. You watched 26% of this video. Then you jumped to that video. Then you downloaded that white paper and that webinar. Awesome, right? So we are in a challenge of data privacy that is kind of putting us at gunpoint because we need to own our data and we need to have it integrated so we can welcome the users in this way because there's no more free lunch eating, right? And then we can use it as retargeting. We can use it in our CRM. We can use it to, as Siemens talked about, ping our sales staffs in the right country at the right times, depending on how my user journey has been. All right. Those were a lot of words from my side. I just want to quickly finish off by showing you how this impacts the maturity model that we see with our global enterprise customers right now. It actually goes from like, we need to do everything, We starting up with the baseline. And it's about, how can we create an owned compliant and integrated setup? When we have done this, we can now take all this data and start impacting our top of funnel, our lower funnel, our every digital marketing event with this data. So we can make the iteration to make Meta tagging, to make email marketing link back, to make social media marketing have shorter videos that will lead to longer videos. And we have this setup. We can do the expansion. So if I want to roll this out in 50 countries, I've already built the setup. So now I just take it, I copy paste it, and I adapt local languages, local Matag integration, whatever might be here. And then we have the fourth step of this, which is the video enabled organization, the leading star that in this paradigm shift, we all going after probably not in the first sense, right? But that is that now we build it, we scaled it, but now we're going to widen it. So now we're going to look for every use case, right? We're going to look for every use cases. Why don't we do our role calls in a webinar? Why don't our CEO make his weekly statement in our personal video? Why don't we use video engagement for both our customers, our partners, our employees, and all these things? So it's a very simple maturity stage, but to be honest, most of us in this world are still struggling getting baseline. So start with the baseline. And I promise you, you will see it will enrich the full user journey that you're working with. All right. So in conclusion, own the experience, leverage the power of video and start from the baseline. I hope this was valuable and inspirational to you guys. If you have any questions, feel free to type them in or send them my way. Thank you, Casper, so much. And again, do give Casper a massive round of applause, some digital noise down here, get some clapping going, some light bulbs, because that was really insightful. And as you experienced yourself, this is a live event. So we even got a very short involuntary demo of the 23 interface whilst Casper was doing his presentation. So it's all live and it's all good. Great. Two excellent speakers to start off the day. And can I just, on a personal note, just mention that I think it's absolutely great. This is still morning time here in Denmark, and we've both, we've both had a Star Trek reference in the first presentation and a Terminator 2 reference in the second presentation, which makes me very, very happy. This is truly going to be a very good day. Also, of course, very, very, very good content. I learned a new word today, fidget tool. I'm definitely going to start using that. That's a first, but very kind of encapsulating what you were communicating there, Nicola. Now, we are reaching the end of the first session, but don't worry, we're not going to let you go just yet. As mentioned, we have Nicola, we have Casper, and we want to pull them into a panel discussion here in the end. So, you still have time up here, I need to point a bit higher, I think, is the question bar. Now, punch in any questions you might have, thoughts, ideas, angles, anything that kind of popped up in your head whilst listening to this morning's experts. But I think with no further ado, we'll pull in Nicola and Casper in our panel discussion. So welcome guys, and again, thank you very much for a great presentation. I've been following the chat, a lot going on down there, I've been seeing the questions coming in. So, I actually think we are going to dive straight into this. I think we're going to give the... The floor, the word to our participants, because we've had some really good questions. So I actually think we're going to start there with some participant involvement. Now, I'm just going to look at my screen here where I have the questions. This was actually in the chat whilst you were doing your presentation, Casper, but Nicola, I definitely think you can chime in as well. It's the question, or the comment is, we offer webinars as an additional gadget, but not as a whole. Now, what would your advice be to how to flip this from being just this little gadget add-on to actually becoming a strategically and important tool for Marcus? Yeah. So, I think I'll start with you, Casper. Yes, absolutely. I think it's a great question. I hope that my presentation sheds some light on this as well, but I think that webinars right now is probably the most powerful way to collect the consents. Yeah. And collect the knowledge on our users that we can use to enrich our entire digital funnel. So, even though it's not a full strategy, then think of it as this really enriching thing that we can use to enrich our CRM, our marketing automation. And going to events, if that's the question also, like how can we use it in a more strategic way, I think some of the talk that we saw earlier on Siemens, how they use it across a thousand webinars. How VLogs is using it across training sessions and all these things is very interesting because we can start thinking about new use cases that we had so many of the first day of webinar days as well, of using it for training, using it for single off webinars, partner webinars, and all these things. So, if we want to spread it out, I think data will speak for itself so we can start looking at like how does it work and how should we use it. Excellent. Thank you. Nicla, do you have any thoughts on this? Making what is today more of a kind of a side thing into a strategically important thing in a company? Okay. No. Let me say that the speech of Kasper was really brilliant because Kasper, you touched two really important things. The first one is that it's not about to make a video. It's about to design an experience. Okay? And it's about to own an experience. Okay? This is really important. Own the experience. I think that this is one of the most important message that we can bring on the market. Okay? So, it means that strategically, brand need to have a team able to design the experience, to design the purchases, to define the KPI, and to measure the KPI. Okay? And let me say, maybe the video is the best way or not. Okay? I totally agree that right now the video is the most effective media. Okay? But in the other hand, I think that again, strategically, brand needs to have another team able to make the art direction. Okay? You showed a couple of video, a really, really smart video with Universal Robot. I used to work in the United States in the industry market. Okay? Let me say that the industry market is so bored. Okay? And I know Universal Robot and that video was really smart. Okay? To give a five to a robot is simple, but it's great. Okay? So, you can explain the features of a robot in a very boring way, or you can explain the robot close to a guy and that is joking to a guy, with a guy. Okay? So, we are talking about, again, people. We are talking about relation between people. The other video that you showed us, the meeting, okay, is one of the problem that we have. Okay? We have a lot of meeting and we missed a lot of meeting. Okay. You can be frustrated. Or you can live in a very boring way. Okay? So, you can leverage on that to make a fun video to, again, create an experience, create a relationship with a guy that you can say to this guy, hey, you missed a meeting. I was there. Or you can make a fun, make fun this moment. Okay? And this is the power of the video from my perspective. Okay? So, it means that I think that it could be a big mistake to find a video that is not very effective. effective video, you need to have, let me say, an art direction. Okay? You need to be creative. Okay? So, it means that you need to have people that can do that. So, it's not only a matter of data. It's also a matter of creativity. And you need the data to measure the result of the creativity. With the video. This is from, obviously, from my perspective. But in any case, the strategic vision of the video, it could be a training. It could be a gift. It could be what you want. A mail is to create an experience. And I totally agree with you, Kasper, is to own the experience from the beginning to the end of the projects. Excellent. Thank you very much, Niklas. And that actually brings me along to, as both of you have mentioned several times, the whole point about data. Data is super, super important. But I know looking into the chat and also from the conversations we're having, there's also a lot of questions around, you know, what in this vast sea of data, what data points should you actually be using? And leaning on this question we just had on how to make it more strategic, could you have some thoughts on what almost specific data points are important when we're talking video, when we're talking webinars? I know we're talking about this thing with vanity metrics, for example. But what data points should people maybe go into the boss's room and put their foot down and say, listen, look at these data points. We can do so much more. Kasper, do you want to start on that one? Yeah, sure. To be honest, I think this is... It's something that needs to be taken a step back. So, having Nicola here doing awesome HubSpot integrations and setup and all these things, I think I will... Scott Bringer from HubSpot said something in a webinar, actually. He said that companies are in a situation where they're considering suite versus best of breed. And right now, most are still in the suite setup where we bought into a tech stack that has it all, so to say. But... As it has it all, it doesn't have the depth in many cases. So now, what a lot of suites is starting to do, which is all of the collaboration that we have with you, Nicola, and the setup in global rollouts, is that now we can suddenly take a best of breed platform and feed it directly into your existing stack, because it shouldn't live in another silo. And then back to your question, Jacob, because the data that we need to bring forward is often not available in these platforms. It's often not hosted on our own domains and our own setup this way. So now we can take the best of breed. We can take all the data that we want. We can take engagement. Are people watching the webinar? What questions are they asking? What things are they downloading in the webinar? All these things that we need to do to enrich our sales funnel and to promote ourselves, guys, or make our marketing more relevant. Because best of breed platforms do collect this data. So everything from engagement to how to use it to what content should we create, and then we can push it where it belongs in the platform they already have established. So I think it's a really interesting talk about how we get the data from best of breed platforms fed into our suite so it tends to the needs of our users who are obviously looking for this type of content. Excellent. Thank you very much, Kasper. Nicola, any thoughts on what kind of data? Yes, yes. I think that it's not only a matter of what kind of data, but how many touch points we can make with, for example, with a video. And from my perspective, I think that we can leverage on the big data, but I personally love the small data. The quality data. The qualitative data. Okay? For the CRM. Because I think that we need to stop to talk about CRM. We need to start to talk about customer experience platform. Okay? And so for this reason, we need to be able to collect and organize, collect, organize, and analyze qualitative data. But we talk about cookie-less internet. Okay? We need to talk about that. A cookie-less internet will be a huge problem for the brand. Okay? So for this reason, brand needs to start to understand how to create the data by themselves. And for this reason, we need to, they need to create qualitative data. But at the same time, they need to understand how to leverage on best of breed platform. For example, like 23 or HubSpot. To create new touch points. For example, we can use video on, into an email, embedded in an email, or you can use video with 23 in a shop. And we can collect reaction of people in a shop. Okay? And we can collect them and collect on the same CRM or CDP platform and analyze that. of people. Not only during a digital session, but also during an in-person, in a shop. Again, Jacob, this is digital. I know. I really, I like that you loved this term. Perfect. Thank you very much, Nicola. And there's kind of a natural layover to, I guess we could call it the T1000. The T1000 in the room. The GDPR, the collection of data. We've got quite a few questions on this. It's a natural concern around, especially the big enterprises around this. The thing around here is the collection of data and profiling compliance with GDPR. That's a very important question. But if we maybe lift it up a little bit in terms of how to incorporate GDPR. Does having a stack as you showed as well, Nicola, does that make it easier or does it make it more complex in terms of GDPR? I'm going to throw the mic to you first on that one, Kasper. Yes. It's definitely complex in many ways. But what I think is not complex, and again, back to the first question that we talked about, webinars and events is an amazing way to collect data. Because we can put up the consents that we need to collect for GDPR. We can, in Germany, ensure that we have a flow of two-way consents, that we have all these compliance things that need to be met. But we can only do this if we own the platform, if the data is going back to an own stack by us behind our security wall and all these things. So I don't see compliance as a challenge in any way if we own the experience. But the challenge here is that we often don't. So we cannot control this. Because if we own the experience, it's just a matter of setting a tick box with your data privacy and your terms and conditions and whatever you need to put up in these and have people consent them. And of course, have them separated from your marketing consents. So you can create multiple boxes on this. So I don't think it's too complex. And I actually think that webinar is a huge enabler in terms of collecting these consents and knowing where they are coming from. And then we can take them back again to our marketing. So we can take the stack that we already have built in most cases. And here we can control the data compliance that is probably already set up. When should we delete data? How should we use it? And so forth. Excellent. Thank you, Kasper. Nicola, any thoughts on this vast subject of GDPR in this setting we're having today? Yeah, honestly, let me say that I'm not an expert on GDPR. But it's really complex. But let me say that I'm really happy to live in Europe because the GDPR is the most effective way to protect our data. It's an adage for us, for the marketers. Yes, absolutely. But I think that, again, we need to invest our time and resources not to find a way to manage the GDPR for ourselves. For our goals. But to create a culture of data governance into the brand and in people. Okay? Understand? It's very important to create this culture of data protection. Because let me say that the situation is really tough. But again, yes, the answer to you is yes, it's complex. But we need to do that. Absolutely. Yeah. And I think that's it. I think, like, just one last point in this that is very important. To enrich our entire digital funnel, you initially need an email address or a phone number. So there's no reason to start collecting sensitive data in this. You should never do that, of course. Because that is the compliances that we don't want to get ourselves into. So understand what is the data that we actually need to empower our marketing, our full funnel, and how do we collect it and how do we make people to understand and consent to it the right way. So I think that's an important point to keep in mind to the question as well. Totally agree with you. Excellent. Thank you so much, guys. I can see in the chat as well a lot of thumbs up and claps. And, you know, this has been very insightful. So I definitely think we hit the spot on this one. So thank you very much for that. We are nearing the end of the first session of the day. But before I let you go, we will jump a final time to the Q&A. So let's give a final time to Milan, Nikola, because this one is for you. I mentioned it as well in the beginning, the word fidgetal, which I think is quite fascinating. We have, let me find it here, Casper P., who is asking, fidgetal was a new word for me. So what is the difference between the hybrid and the fidgetal mindset? Let me say that fidgetal is a way to intend the relationship with the customer. It's quite different from hybrid. Hybrid, from my perspective, it means that I need to recognize that there is an online and offline environment, but quite separated. Fidgetal is a seamless experience. There is no online and offline. And, you know, again, it's a new way to intend the collection of the data. With the fidgetal, the brand needs to understand how to make sense to every touchpoint, online and offline. So every touchpoint becomes a fidgetal touchpoint. It doesn't matter where they are. I'm able to create a seamless experience, whatever the customer is and whatever the relationship, the relation is going on. Okay. I know, I know. It's quite difficult to, as I said to you, I was joking, but not so much about the marketing guru. I know, I know that it could be. I'm an Italian that I cannot say to you here. But I know that it's quite difficult to embrace. But let me say that, by the way, there are a lot of books about that, about fidgetal. It's not my invention. Absolutely not my copyright. But it's very fascinating. From my perspective, it's very fascinating. And where we did this path with our customer, it was amazing. It was a very successful new way to intend the relationship. Again, you need to completely redesign your data strategy. You need to completely redesign your touchpoint strategy. Absolutely. You need to understand, for example, okay, it's not only a matter to make a video. It's a matter to where can I put the video in order to create a seamless experience with my customer. So it means that I need to invent another touchpoint. For example, the product could be a touchpoint. Okay. With some of our customers, for example, we leverage on NFC, wireless technology, to transform the product into a touchpoint. Okay. To transform people that our customer doesn't know in a profiled customer into the CRM. Okay. You need to completely redesign your way to intend the data, the touchpoint, and your product. Absolutely. Excellent. Thank you so much. And on that fictitious note, we are going to end the panel discussion for today. Thank you so much, both. Thank you, Nicola, for taking the time out of your business schedule to dial in all the way from Milan. And thank you so much, Casper, for also taking time out of your business schedule to dial in. and we look forward to learn a little bit about some of your creations. We do like to invite you to speak to people. You can certainly call us. We will be on our do-go veg web page. And I will almost let you go in just a second. So as mentioned, when we started today's session, webinar days is a three-day event. We are on day number three, the final and potentially best day. Only one way to find out that is to stay tuned. Now, we have just concluded our morning session, the first session of the day. We will be back in around, looking at the clock here, I would say around three and a half hours for our afternoon sessions for anyone based here in Europe. It is 1500, three o'clock CET. I think looking at my chart here, that would make it 9 a.m. Eastern U.S. time, if that's where you're based. And if you're on the other side of the planet, it would be a nice little adventure before you go to bed. It's around 11 p.m. if you're based out of Sydney. Now, I can already hear you guys. I can hear you guys screaming, but what are we going to do in those next three and a half hours? I have you covered. As mentioned before, we've had loads and loads and loads of experts on our webinar days, and we're not even done yet. But if you take a look all the way up here, if I stretch a little bit, you can press the button that says see all the sessions. Now, this is a treasure trove of expert knowledge. We have, as mentioned, actors, comedians, CMOs. As Casper mentioned, the Siemens Deeper. We dive in a global setup. So there's just so much content for you to enjoy. So please dive into that. And if you've got the time, you have three and a half hours of on-demand content to consume. That being said, I do hope that all of you join us again. As mentioned, three o'clock Central European time. The session there is going to be on studio gear, how to have world class studio gear. Now, we've got a great lineup for you there. We have Ala joining. Ala is one of the biggest dairies in the world. We have Jysk Bank, which is a massive Danish finance institution, who's joining us as well with a very impressive setup. And we have our very own Oudwood, who's joining us as well. The mastermind behind hundreds of webinars here at 23, who will also be sharing her knowledge with us. So do feel free to leave the browser open, but if it's open, you might as well give it a click up here and dive into some of the previous sessions that we've already had. So with that being said, I will see you in about three hours and forty two minutes. So take care everyone and thank you for joining.