Webinars Today with Ann Handley

Channel cake, channel sat歪 Advertisement for 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. Thank you. Thank you. Where do you see those growth opportunities? And at the same time, where are you feeling like things are not so great? Where do you feel like your organization or your marketing is underperforming? So a big question that we ask every year is around how effective is your content strategy? Is it actually driving results? Is it doing what you want it to do? Is it meeting goals and KPIs and all those other things? And so I prepared a slide for you, an analog slide, as I call it. How effective is your content strategy? We asked, let me, there we go, marketers. We asked them like, how effective is it? How well is it working for you? And look at this extremely, over here, extremely well. Just there we go. 3%, this is so hard to do because I'm working backwards. So my impulse is to go the other direction, but it's obviously over here. So 3%. Okay. And I see thousands of marketers say that their content strategy is extremely effective, which is a little bit concerning when you think about it. Because look at that big orange bottom, 58% moderately effective. Your content strategy is moderately effective. My philosophy about this is that content marketing is very much part of what we all do. Webinars are part of our content marketing program. So why is it? only moderately effective? And can we affect change? Should we be thinking a little differently maybe about how we approach not just webinars, but our entire content strategy? The other stat I wanted to share with you though, is when we asked marketers, well, what's actually working? What is actually driving results? Here's what they told us. Now, this is not specific to a particular kind of asset, but this is more generally. Videos are working, any kind of video program like this one, for example. Customer stories, maybe interviewing customers about what's working. Maybe it comes out as a case study, or maybe it's a fireside chat on a webinar. And then eBooks and short posts. Next, we asked marketers, what is actually working in terms of how you're delivering these assets? So when you think about videos and customer stories, how is it, what's actually working in terms of the distribution strategy? And look at this, what works? Events. 56% of marketers say that events are absolutely working for them. Now, part of this is because I think we are at the point in marketing where we can officially acknowledge that live events are back. They are back, baby. It feels like we struggled for a long time post-COVID. And so, I think that's a good way to prove that it was safe to come out again. And I think events are very much back on everybody's mind and back on sort of where we're thinking about, what we're thinking about it for right now and then for the future too. But the next, webinars. What's working? Webinars are actually working. Then email, social, blogs, and then finally, newsletters down here at the very bottom, which I know we're not here to talk about newsletters, but I think we can do way better than that. And then finally, one more. Slide I want to share with you is where are we actually spending money? What do we want to invest in? Because based on what we know is working and based on the fact that we want to make our content strategy more effective, and here's where we're investing. Video, number one, 69%. Thought leadership in many different ways. Events in person, again, I think that's showing that events are definitely back and then paid advertising. So, yeah, video and podcasting. Thought leadership and events are the areas where we are investing for the future. So for 2025. So I'm sharing all that with you, all those stats with you, because I wanted to put webinars in a bigger context. Yes, webinars as a way to reach audiences, to connect with your customers or prospects are actually working. They're working great. But could they work better? I think, yes, they actually can. And that's the conversation. So, yeah, I think that's the conversation that Stefan and I are going to have today. And with that, I will back off of my analog slides. But I drew these, by the way, Stefan. So I'm doing we do this report every year and it's always this kind of stressful thing of like, how do you get it fully designed into a PDF? And it's never as good at that as that, right? So I know it's fully copyrighted. We only have Ann do it. But there is this vibe of like, I want to go home. And then steal my kids crayons and just prep like that. Yeah. I think there's something so interesting about I mean, you spoke about kind of content marketing institute having, I mean, maybe even propelled some of the way for content marketing as this kind of new ethos that was revolutionary. I mean, from 2014, maybe to the end of the end of the 10s. And it feels like we're like the content marketing perspective. I mean, whether it's about I mean, there's certain parts of AI. There's certainly something about everyone. Having bought into it. So there's so many so many factors. But yeah, but I think there's something interesting about I mean, the very kind of general point of of content marketing. We can talk a lot in a second about how webinars can be content marketing, all the things that are interesting in that one. But if you look at 20, 24 more broadly, is content marketing debt? Or is it like, how does it have like, what is the resonance? What is the voice of of content marketing more generally? Or is it just about kind of finding a new skin? Yeah, no, I don't think that that content marketing is is is dead. I actually think that it's, you know, it's the opposite. It's more that kind of the moderately word there is a scary one, right? Yeah, yeah, yeah, exactly. But I think it's very much embedded in marketing overall. You know, it used to be that content marketing felt like it was its own thing. It was in a silo in a corner of the marketing department. And now it's throughout everything. You know, not. It's unlike a lot of the content assets. I mean, in a way, it's not just content marketing that has grown up, but it's content that has grown up because we see it now showing up in human resources, in hiring efforts. We see it in retention. We see it in sales, certainly. So I think it's I think content is no longer just in marketing and it's certainly no longer a silo in marketing. I actually think it's throughout the organization now. So I think that's the evolution that we've seen. I mean, that we have different expectations for I mean, we certainly kind of our expectations for what marketing should do have evolved. But is that the case? As I like this, the metaphor of content marketing has grown up in kind of in adulthood to have different expectations of how we measure it. It's not it feels like it's not there just for the sake of being, but that we actually associate our KPIs. And if it's an HR, we need to also be hiring with our content marketing. Is it just because it's maturing? And and I mean, Maurice. And the question is, you can see that probably. And but Maurice is asking, what is like what does what is what is working mean? Yeah, yeah. Well, I think it's what is working at me. It's going to differ depending on the goals of any particular program. So certainly the goals of, you know, HR are going to be very different than the goals of marketing. I think it's incumbent on the owners of those programs to decide, well, what is it that we're trying to achieve here? What is it that we're hoping to achieve? And then set your KPIs and your goals accordingly. You know, one of the things that I see more broadly, though, and I'm sure you see this too, Stefan, is that we're no longer thinking about content as very much just top of funnel. You know, it no longer serves that that sort of one role, which is, I think, how when I first started talking about content marketing in 2010, 2010, I didn't mean to show this book, but here we go. I wrote this. I wrote this. I wrote this book. And, you know, we talked here about how, you know, content marketing is very much a way to attract customers to you. We use the sort of magnet, the sort of magnet metaphor of people will see you and just automatically gravitate to you because of the stories that you're telling and the content that you're putting out. Well, I don't think that's true anymore. I don't think any content program is just for top of funnel. I don't think webinars more. I think webinars more specifically are just for lead gen. I think they can exist, you know, throughout the not just marketing, but throughout the organization as well. That's such an interesting point because it also is, I mean, what's the best possible webinar program? We're talking a lot about scaling and that can be about having 10,000 people show up for a webinar. It can be about doing the same webinars over and over. But scaling is also about this, like actually making sure the webinars work across your different platforms. It's sort of what you're already saying there, but this idea of, I mean, we all want to be measuring, like, whatever your events and your thought leadership ultimately by eyeballs and by lead gen. But there is a role for content, for marketing and certainly for webinars as we go deeper down into talking about advocacy and talking about kind of loyalty and also having, well, basically kind of catering to, I mean, something about lower numbers, but also catering to the right people. Mm-hmm. Yeah. So it's opening up that question of how does a webinar program, how does that channel kind of the best of what content marketing has been for you for, I guess, for 15 years. It's not about the years, but it feels at times like webinars might even be a shortcut to doing content across the funnel. Hmm. Is that something? Yeah. What do you mean by shortcut? You mean like it's a... I mean, for me at least. Yeah. I mean, this might be the best webinars to me. And I get to either see people do a lot of webinars or participate at least in some. Yeah. And the best webinars are always the ones that have some sense of immediacy, some sense of authenticity. It's usually the people that have some, like, have a story they want to tell, right? That have that ability to look into the camera and say, this is whatever, this is whatever. The research that I've done, here are the numbers to prove it and all those kind of things. Yeah. And I think that's something that, I mean, we've been forgetting, but it's a challenge to do if you do a blog post, right? It's a challenge to have a voice. It's a challenge to have authenticity. And certainly as you kind of have that content marketing grow up and become an adult, it's just harder, right? It's harder to be whatever the adult HR that has that same voice. And when I talk about webinars being at least potentially a shortcut to doing that is that you get something for free, at least in terms of authenticity. Yeah. Once you turn on a camera and have people ramble a bit. Yeah, no, I think that's absolutely true. And I think, well, what I hear you saying there is, you know, the beautiful thing about, you know, webinars and video and live streams in any of those mediums that have that more immediacy is that, you know, it's your subject matter experts, it's your expertise showing up with their true authentic selves. And the more you can highlight that, I think the better off your programs will be and the more effective your marketing would be. So what do I mean by that? I mean, don't over script, don't over script your subject matter experts, like let those ums and ahs and those thoughtful pauses and those slight fumbles here and there, let them exist. I think that's important because it makes you relatable, it makes your brand more accessible, and it makes you just feel human. And in an age of AI, when we hear all the time about the importance of keeping the human in your marketing, that I think is, you know, kind of what you're talking about. That's an easy shortcut right there. That's a direct path to showing up in more human ways because literally there is a human being who is representing your brand. So yeah, I absolutely agree with that. But I also think there's something interesting that you mentioned a second ago, just about, you know, sort of that authenticity. And that immediacy, I think you used the word immediacy, is that in webinars and in marketing in general too, but specifically in webinars, there's this default that exists where, you know, if you have a webinar, you prerecord it or you do it live like this one is, and then you create an on-demand experience and then you offer everybody the on-demand opportunity. Well, what if we didn't do that? What if we didn't automatically default to on-demand? Which is a great question. Which seems crazy, right? Well, we're putting all of this effort into creating this webinar. Shouldn't we offer it on-demand as well? Well, maybe not. Maybe there's more nuance to that because I think maybe what you want to do is create this occasion, this feeling of immediacy, this feeling that, you know, you need to be there live or you'll miss it has a very different energy. And so I'm not saying to do that across the board, but ask, is it important that we keep this on-demand? Or maybe this is just a live. Yeah. This is a live opportunity for the audience. And maybe, yeah, we will reimagine pieces of it and assets later on. Maybe we'll put a piece of it on LinkedIn or we'll put a piece of it on Instagram or on TikTok, or maybe we'll write a blog post about it. But if you want to get the whole thing and you want to experience the entire event, need to be there live. You know, that's one question we could ask ourselves as marketers, because I do think that very often on-demand means on the shelf. You'll never get to it. You know, it's like, yeah, we sign up for things and it's like, ah, I catch that later. But how often do we? You know, very often we don't. So that's one way to do it. Or another way is you could, if you were having, say, an event, you could do an event like this one, for example, you could do earned on-demand. So maybe, you know, attendees who tune in for a period of time for 60 minutes or 90 minutes, get access to the entire on-demand program. But maybe you need to earn that. That opportunity, you know, you need to earn that right. So I think applying a little creativity to create a little bit of momentum and you have to be there energy to your webinars is a conversation that's worth having, you know, back in inside your offices and with your team. I think that's such a crucial point, this idea. I mean, it's whatever, what the what people are taught in whatever and everything from third grade to journalism school, this idea of news criteria. Yeah. I think we're getting to a point where, I mean, live is not necessarily a news criteria itself, but it's about having, well, immediately you can engage live, right? Then engagement becomes a criteria. Or it's about having some exclusivity about things. I think that's what you're talking to, this idea that you kind of have expectations of your audiences as well. And that's where the kind of that whatever relational interchange comes in, that if you don't have anything that is exclusive, at least you can kind of create that exclusivity around. And I think it's also kind of when you pull up your slides and talk about the kind of, well, basically kind of events and webinars, they're not really the same, but they score one and two in your list, right? This idea that whatever, was it 53% or whatever? Yeah, in terms of what's working. No, what is it? There we go. There's something about the kind of like creating occasions yourself. And to me, in a lot of cases, webinars become this. It becomes an excuse to make. It's an excuse to make something that isn't necessarily an event into an event. And I think that's kind of what that's where they overlap. So how do we like, what are the other kind of, I mean, I guess the other hacks we can make in order to eventify our webinars? Yeah, for sure. I mean, I think having a live something, like for example, I do a lot of online programs, a lot of webinars. And my preference is always to have a live, have the event live, like we're doing here. And I just think that that makes me more energetic. It makes you more energetic. It makes the audience feel more invested and engaged in what's going on. So I think that's one of the things. But another thing is, sometimes that isn't possible for whatever reason. And so at the very least, like one of the things we've done at Marketing Pross at my company is we hold webinars. So on occasion, we have had to, again, for various reasons that it's too boring to go into why, but we needed to prerecord some of our speakers, our speakers for a one-day event that we were hosting. And so rather than just pretending that it was live, which is a mistake that I see a lot of brands do, or instead of just prerecording and then the speaker can be in, I don't know, while it's playing in Copenhagen, like it doesn't matter. Instead of doing that, what we did is a sort of hybrid of that, where we had the speaker was there, event was prerecorded, so the talk was prerecorded, but the speaker is there interacting in the chat. We were straight upfront about it and said, hey, like this is prerecorded, but the speaker is here interacting in the chat. And then we'll turn on the cameras at the end and ask, you can ask away questions. But in the meantime, the speaker is in. In the chat, like literally responding to questions as they come up. And so I think that's a way to make something that is canned and prerecorded feel more alive and vibrant. A webinar can feel like an event, you know? So I think that's just like thinking through the small details like that can just make such an improvement to your program. I like that a lot also, because if we're talking about kind of the scaling of webinars, there's this idea that, well, we get to a point where we know, hey, webinars is working for us. Let's do more of them. One natural inclination is to, well, turn on all the defaults. You spoke about this idea of kind of like killing the defaults or at least challenging the defaults of webinars before. And I think that's such an insight that we end up kind of regressing to the mean when we scale stuff. And I think that's maybe even when we talk about the whatever the challenges of marketing, the challenges of personality and authenticity and all those kind of things. So like, how would you look at that challenge of wanting to do more to actually behind the scenes probably be programmatic about stuff, but still caring about the details, still injecting personality along the way? Because it feels like those things would be kind of hitting at each other pretty quickly. Yeah, I know. And I think you said something important there where we think that scaling a webinar program means producing. More webinars. And I'm not so sure that that's the answer. I think scaling webinars doesn't necessarily mean producing more and more webinars. So we're doing one webinar a month. Well, now we're going to do four a month instead of one a month. We're going to do one a week. I don't think that's what you want to do. If you can manage it, if you have all the budget in the world, if the finance gods have just rained like dollars upon you, like good for you. Like go do it, hire a bunch of people so you can actually execute on one a week and keep it at the high quality and have it be reflective of your brand and your personality and all that other stuff. If you can do it, great. But most companies are not like that. Most companies, I've never actually talked to a marketer. Nobody comes in and says like, I have all the money in the world. It's just repeated. Right. I've talked to marketers of like who are on a team of one and then I've talked to marketers who are in teams of four. And if you ask them, do you feel like you have all the resources you need? Like 100% of them say, absolutely not. Like no one ever has enough money and resources and people and all of that stuff. And so I think the solution then is not to think about scaling a webinar in terms of volume, just adding more webinars, but actually to ask yourself some of the questions that I think we've talked about already, which is how do we do this in a way that feels like it could only come from us? Is there a way that we may reimagine some of the webinars that we're producing? Can we take a monthly webinar that we're doing and embed it on a blog and then have AI help us transcribe it? Can we create clips and put them on TikTok and YouTube and LinkedIn? Can we create a conversation around it in other areas? So there's a lot of ways I think that we can do that. I think we can think about scaling webinars that isn't just about creating more and more of them. So I think thinking through the variety aspect of it is one thing. But then the second thing I would say, and I think this speaks to Marta's question in the chat here where she says- I was just about to say actually. Yeah. Any tips on how to get the whole organization involved in being on camera because people are very shy. Like, I don't want to appear on camera. But I think, and again, as relates to variety too, in terms of scaling your programming, one way to do that is to have a fireside chat like this one. Like it's just, step out of me. This is not a webinar. We're just having a conversation, just the two of us. What do you mean? It's very straightforward. And so I think that's one way to get reluctant subject matter experts to be more comfortable being on camera. Yeah. Yeah. And then just share their expertise. Talk to me directly, Stefan. Forget about the audience over there. Forget that they're even there. They're not even paying attention to you. And so it will take some time for folks to get comfortable. But I think that's one way of sort of easing them in. It's a lot less intimidating to just have a conversation with somebody smart. You know the questions or at least the talk track in advance. Just share your expertise. It's not about you alone on a virtual stage presenting. There's a lot of pressure on that, I understand. But I think a fireside chat is certainly one way to do it. Yeah. I'll add to that. One of my, whatever, it's like one of my all time kind of favorite examples of a webinar is kind of this idea of kind of like the conversational style. And actually this is, it doesn't matter, it's a Swedish case. That's not really the point here. I was trying to kind of work in my mind how I best get into it to actually make the point I wanted to make. But what they asked people to come in with was basically three or four slides from an existing slide deck. This idea that like whatever your kill slides, the things that you usually talk about, whether that, I mean, you would kind of know what are the things that you're going to talk about. The things that you usually talk about. And I would actually probably know that as well. This would not be the things where whatever I introduce in 23 or whatever, all those things. But like two or three slides that I care enough about that it sets up a conversation. And then starting from that point, you have these kind of anchors for talking about something that doesn't necessarily require a lot of prep. And it's the exact same idea of kind of like bringing the expert and not necessarily saying, come being expert in the studio and have a conversation, but figure out how to spark that conversation somewhat with existing stuff. And I think you said this before. Obviously, you want to prep. You want to have a talk track. You want to have a sense of, I mean, you want to have a notebook with 80 questions written down. If Anne has a cold and isn't talking, then I can ask questions forever. So you want to have this sense of kind of guardrails that adds a sense of security. But you also want to make sure that you have just enough to spark the conversation and then the spontaneity on top of it. And I think that's part of making people comfortable enough that they're not in a new studio talking on the stage, but rather having a conversation with people. And I think that's kind of, it's a side of the same coin. Yeah. You mentioned, Anne, oh, go ahead. No, I was just going to say, I think just to add on to that a little bit is you can also make them very tight, like very, very focused. So it doesn't feel like there's a lot of different avenues that a nervous subject matter expert may need to think about or prepare for. But to your point, three or four slides, very, very narrow focus doesn't have to be 45 minutes. Again, challenge the conventions of webinars. It doesn't have to be 45 minutes or an hour. It can be 20 minutes. It can be 15 minutes. It can be a sort of mini webinar. And that's totally fine. It's just thinking through, especially if you feel like you need to put training wheels on the bikes of your subject matter experts, what is going to make them more comfortable? And yeah, just to shout out Maurice. I really love that idea, too. Totally right. Because the interview, you can also use Reimagine Later as a podcast or as audio clips. So yeah, 100%. Perfect. You mentioned AI. And I wanted to maybe kind of pull that into the conversation as well. Because obviously, it certainly is changing the marketing industry. It's changing our worlds in a way. And to an extent, it might even be that webinars. I mean, I'm not sure. I mean, our conversation here might be sort of free from it. But certainly, podcast is not. This whole idea of kind of content on auto, it also seems to be challenging the whole conversations about kind of personality and authenticity. I guess AI would also have been something that has been filling your surveys and your survey responses for at least the past two or three years. Yeah, for sure. Yeah. And I think that is obviously, it's the number one thing that every marketer is thinking about. You can't go on LinkedIn without stubbing your toe on a post about AI and how it's changing marketing. So yeah, there's no question around that. But again, I think that also speaks to how do you be authentic in an age of AI? Well, showing up on camera, making it clear that this could only come from us, turning the camera around and showing the people. The people who are part of your organization. You are real people with real flesh and blood. And I think that the more that we can focus on that, the more we can create those connections between the people who work at our company, whether they're subject matter experts or marketing or founders, or CEOs with our audience, the stronger our programs would be. So yeah. I think especially as relates to webinars and video. and video, I think that there are lots of tools that can help us, AI tools that can help us reimagine those assets across everything, you know, from transcription tools to editing tools, you know, all kinds of solutions that will make that reimagining component easier. But honestly, I think nothing replaces like a human just talking to another human. It's so elemental and so simple, but you know, it's so effective. And so you know, that's how I think about the importance of video and audio and webinars and events in the age of the age of AI. I think it's all you know, fueling their, their, I was gonna say resurgence, but you know, they never really went ascendance, I should say, I think they're feeling the ascendance. Yeah. Your sentence of authenticity. Yeah, yeah. Oh, that's a good book title. You should write that. Some sounds like real work without AI. Do you have cases where you're using AI yourself? Yeah, I mean, I use AI. For a couple of different things. I use it for well, probably, it's the most basic thing ever. But I honestly think it's like, it's really changed my life. It's just a simple transcription tool for every single important meeting that I have using a transcription tool that is sitting there like silent. And then I'm constantly in the background, just recording everything we say, and then giving me action points afterward. That is just like, it's so basic, but it is so mind blowing. It has literally changed my life. And so it used to be that I would be like, furiously, like taking notes. And then yes, afterward, be like, God, what did I say? I was I say Friday, I don't remember. So now it's like, it's just such a basic thing to do. But oh, my gosh, it's just it's so it's so wonderful. So at a very basic level, I mean, I use that almost every day. use that almost every day. Another way that I use AI is very much as a research tool. So I don't use it for writing, because to me, writing is thinking and I enjoy that piece of it. But more importantly, I need it, I cannot evolve my thoughts and my ideas. If I let the robot in too early. If I that I have, but it is useful after to say, to feed something that I'm thinking about or to feed a first draft into an AI tool and then say, what's missing here? You know, do I have any spots where this could be a little bit stronger and then just sort of use it as, I think of it as like a parrot on my shoulder, you know, just sort of telling me what could potentially be a blind spot that I have. I think it's very useful for that as well. And yeah, for things like, you know, grammar and spelling, but you know, that's kind of like, we've had that for a while and it's just sort of, you know, I think it's a given at this point. So yeah, so I'm not anti-AI. I am very much anti-AI for first drafts, but because again, I think writing is thinking and if we in marketing want to, you know, keep that human element in our content and if we wanna preserve that in ourselves, honestly, it's not just about marketing, it's about us as creative people. It's kind of preserving that kind of the inspirational part of actually being sort of unique. No, but like I'll echo exactly what you're saying, this idea that there's so many things, I mean, we've been, I mean, we're rolling out like full on transcription of every video on our platform and this is transcribing tens of millions of videos. And obviously the transcription is pretty nice, but it's more kind of the next level up where you can actually find your videos, you can summarize those videos, you can actually kind of augment in a way where I mean, the cases where people will have 60,000 videos on my account, suddenly they become approachable in a different way and discoverable in a different way. And even kind of accessible in this more kind of assistive technology way of thinking where suddenly we're doing kind of like the things that video should be doing, kind of bringing humans into a process in a different way. And I think that's one of those places where AI has such a big impact on kind of, just all the things that we would have wanted to do before, like the audio should be more process- Sparking, the I have two likes, so we all have the same face to speak about AI. Because AI is Cassie Wilscreen or replicating how we write, I think that's folly. I don't think we want to go down that path. I mean, you do you, but I don't want to go down that path. I think it's much smarter to think about how do I actually use AI in a way that helps me, not that I help AI write like me. And I think just changing our focus a little bit. So I think of it, I put some pretty strong boundaries around how I use AI, but that doesn't mean that I don't find it incredibly useful for the reasons that we've been chatting about. Amazing. I mean, we're coming sort of to the end of a lot of time. I can see Amelia is starting to wave at me and all that kind of stuff. I wanted to bring up though is a question from Simon, and this is more like I wanted to to end on asking you about your webinar heroes, but I guess Simon has a version of the same question in the questions about what are some of the most innovative ways you've seen brand-new webinars to connect with the audience? And I think that might be a nice kind of inspirational point to kind of like bring the conversation to a close. Yeah, sure. So yeah, I've seen them in a couple of different ways. Let me think of a really good example. Well, I think one of the ways is we talked about already, which is no on-demand, right? I went to a two-day event they did not offer on-demand at all, which was created chaos because people were mad. People were like, I just want to take notes again and not Yeah, but the second year they did it, so they did it two years in a row. The first year people were just like, what? What do you mean no on-demand? Second year, they were like, oh my gosh, I guess I better show up. And so it did create a sort of energy and momentum in the room. So that's the first way. But the second thing that I've seen is more thinking through your webinar program and making sure that it maps back to your content strategy, to your content pillars, to your voice into your brand. I see so many webinars that feel like marketing, you know, marketing webinars that feel like marketing. And I don't think we should be treating it that way. I think our marketing webinars need to feel like a product. They need to feel like they have value for the audience beyond the audience. And I think we want to focus on our thought leadership and think about, you know, are we using it to show people who we are? And my favorite example of that, I think, comes from a company called Unchained Labs. And Unchained Labs, it's unchainedlabs.com, they are a scientific instrumentation company. So not a sexy industry by any stretch, but the way that they use their webinars, I think, is really fun for one specific reason. And that is the scientific instruments that they sell have very fun and different names. You know, in the scientific instrumentation community, they tend to have very technical names like the spectrographicometer. You would expect that, right? That's not surprising to me. That's the default. But Unchained Labs goes the opposite direction. They name their scientific instruments things like the leprechaun or the stunner or unagi. You know, they all have a UN in it, which is kind of, you know, a nod to their Unchained Labs. And so the brand consistency around that and the brand sort of Easter egg is very fun. But they continue that the way that they name their webinars. So I saw a webinar recently that they had produced. And it was a product demo, essentially, where they interviewed one of the scientists on their team about this particular product and sort of the features and the benefits for those in the audience. Now, the name of this scientific instrument is called the leprechaun. That's its product name. And it said like the title of the webinar was something so fun. And again, a nod back to the brand voice and the brand more generally. And it said something like find your pot of gold with the leprechaun. So it's clever and it's fun, but it constantly reinforces that this is not the electrospectrographic company. This is a very different kind of company. And they're very accessible and human. And I just I love that that the way that they are thinking, more holistically across everything that they do. So yeah, they would be a webinar hero. And just, you know, for you, Simon, I think that they're a really great example of, you know, not just defaulting to the expected, but instead taking the opportunity to tell a different kind of story and to reinforce your brand. I love that. I think it's a perfect note to end on the challenge. I mean, we can quickly fall into this trap of like, let's do something unexpected and challenge the other. But even the kind of like, we can all find ourselves falling into defaults. And Anne, you've been amazing at reminding us that the defaults are not always correct. And we should need to at least challenge those a bit in order to be more personable and more authentic and more immediate. So thanks for hanging out with us today. I think with that, we'll turn it back to Amelia. Oh my gosh, thank you. Thank you both so, so much for creating such great energy in this amazing fireside chat. Thank you to Anne and Stefan for joining us. And I think, yeah, you really ended on the perfect note of, you know, challenging the status quo. This is why we're here. Talk about scale, talk about growth, how can you improve your strategies for 2025. And I think challenging the status quo is always a good place to start. So thank you both so much for insights. I'm going to let you guys leave the webinar room. And for the audience, I have a little bit of a tip up my sleeve before we round off for the hour. So without any further ado, I would like to introduce Thijs, our head of specialist here at 23 with his latest 23 product tip. We work with 23 webinars, both before, during and after your event. So let's get into the platform. So here we are on the 23 platform on the Rangoon Drones workspace. So today we'll go ahead and create a webinar by pressing the green create webinar button. And then in here, we can already get to choose between some of our pre-made templates, like our channel webinar, our weekly webinar. But today, I'm going to choose the Drone Days 2024 webinar. Let's set the time and the date for the webinar and create it here. Because we chose to do this from a webinar template, there will already be a lot of pre-filled information, like our hero image or the speakers that we want. Of course, we can easily add any other speaker to the event if we'd like to, or edit the content on the specific person here. We also handle all of the emails automatically from 23. So as soon as someone would sign up, well, you get that here. So we actually already fully set on the webinar. So let's go ahead and publish this to make it available. And as soon as I make this webinar public, we have the registration page for this event. I'm going to click here so we can see the auto-generated registration page. Once that we are in here on the registration page, we can see all the information, like a title or the information that were added and a registration form. And this is what would lead to this automatic flow of information. We can, of course, also customize the experience of both the registration page and the actual webinar room. So now for the waiting room, we can see that there's a small video playing in here before people are let into the live session. We can, of course, also customize both the webinar room, turning on and off interactions, and then we can also customize the experience of the webinar. So we can see that there's a the experience of the webinar by, for example, here, leading people onto our webinar hub after the webinar is done. So this was everything we needed to set up the event, and we're ready to host it. So to do so, you just have to press the green enter room button, and this will let you directly into the webinar. And I'm going to host this webinar today. So I'm going to go up here and press on the go live button. And then we can see out here in the left hand side in my webinar tray, that I've already planned out everything. So as soon as I go live, it says to play my video. So I'll go ahead and just click on play. And this will automatically play the video in here. And then also see that we should say hi to everybody here in the chat and see if anybody reacts to that. Then we have some interactions coming in here. That's good to see. Then we can see that we want to switch back to our host. And in here, we both have automatic TV cards. We can also toggle manual ones, being sure to ask more information or talking about the webinar that we're talking about today. Maybe we want to introduce our speakers having this panel select of both me and Stefan, or we can take him just individually. Again, prompting these tools. We can also pre upload our slides. So if we would like to, we can simply go through them here and then add also with our mixed mode with Trey. So really strong tools here, but we can see that we have a few questions coming in. Let's go to questions where we can see them all here. Maybe we want to talk about social media and brand reputation. So simply press it here and then everybody knows what we're talking about. As soon as I'm done, I can say answered or I can dismiss a question I don't want to ask about. We can of course also gather information about the webinar like polls. So for example, here I'll trigger a little poll TV card and then we can say that we want to run the poll. As soon as I start this poll, it will appear on top of the chat for everybody to vote and I'll get the results in real time, being able to display it on screen as well with a graph and a percentage. So these are some of the interaction options you have in the TwentyFree platform. Let's look at what happens after you end the webinar. So the first thing you'll notice is that on the page where you also set up your webinar, you'll now have a big recording here. We can always go and play it just through the entirety of the webinar. But we can also see everything that happened throughout the webinar. For example, here we can see that we had a panel select. Here we had a manual highlight. Here we had a lot of engagement. But for example, in this case, we can see that, okay, Nicolini was talking here. And as soon as I click this, it will actually highlight a little clip of her here, which I'll be able to go ahead here. Say I would like to generate a clip from this. Very quickly going through and making sure the correct time is selected, saying save. And then we can see that I've created a new clip that I can repurpose in any way I'd like to. But besides the highlights here, of course, you also have your overview of all of your data, which is also further specified in each tab. So for example, here we can get an idea of our funnel. So how many people come to the registration page, how many register, and how many actually attend the webinar. This can be broken down into both the live session and the on-demand session. We can also go more granular and go under attendance, where we'll find a list of all of our attendees. And besides having a list of everybody, we can actually go on to a specific person and see exactly how they interacted with your webinar. For example, Daniel here, who attended for 16 minutes at the live session. He posted chat messages, he answered a poll, and asked some questions. And this data can be integrated into your CRM systems like HubSpot, Marketo, and Salesforce. And finally, of course, we have our engagement data here. So you can get a quick overview of all the data that you have. Of course, all of this is also exportable and integratable with your CRM systems. Thank you so much for listening to this short presentation on 24-day webinars. Have a great day ahead. Bye. And with that, we are wrapping up day one of Webinar Days 2024. Remember that if there's any session that you missed out on today or you would like to share with a colleague, you can catch all the sessions on demand. And remember to tune in tomorrow at 1 p.m. Central European Time to catch up on day two of Webinar Days. And until then, I'll see you soon. And remember to engage and scale your webinars. Bye-bye. Bye. Thank you. Thank you. Thank you.