June 10, 2025 • 13 mins
In this special episode of Sales Pipeline Radio from the Forrester B2B Summit 2025 marketplace floor, Matt spoke with Kate Hammitt, CMO at Splash.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Matt Heinz (00:15):
All right, live on the Forrester B2B Summit Marketplace floor.
So thankful to the Forresterteam for making this possible.
Get some great interviews here.
Kate, we've been talking to Forresteranalysts, we've been talking to CMOs.
We've been talking to ROI winnersand just covering a wide gamut.
Of go to market strategies, tactics,a little bit of AI, 'cause you know,
(00:36):
it's 2025, we have to talk about it.
But I'm excited to talk toyou about event led growth.
So very excited.
Kate Hammitt, who is the VP of Marketingat Cvent, CMO at Splash, event led growth.
What is that?
Kate Hammitt (00:49):
It's something that's been around.
Yeah.
We're starting to really put alabel on it as marketers love
to do, get some parametersaround what is event led growth.
Yep.
Thinking about like product led growth.
Mm-hmm.
Partner led growth, enterevent led growth, essentially
how you use the event channel.
Mm-hmm.
As a true marketing channel todrive pipeline, revenue expansion,
(01:15):
and be really strategic about it.
Mm-hmm.
So, you know, the one-off eventmoving into event programs.
Yeah.
Instead of just doing,you know, things ad hoc.
Yeah.
Really, looking at your pipeline andsaying, how do I need to augment here?
Where do I need to engage prospects?
Where do I need to engage post-sale?
(01:35):
Yeah.
And bringing that all together andmaking sure that it aligns with strategy.
Matt Heinz (01:38):
It totally maps.
I mean, as we get more and more AIdoing jobs at a digital level, as AI
makes it easier, faster, cheaper to sendmessages out, we're actually creating
a bigger problem in marketplaces.
I mean, as a CMO, I'm sure your emailinbox is even worse now because of AI.
Kate Hammitt (01:56):
Absolutely.
Matt Heinz (01:57):
Yeah.
Yeah.
And, so when we overcrowd thosechannels, we need to invest in places
where you can have real meaningfulinteractions where you can create
real, meaningful relationships.
And I think that's where eventsreally come to play, where you can
have that multisensory experience.
Kate Hammitt (02:13):
Exactly.
Matt Heinz (02:13):
Where you can differentiate something that is for individuals
and then where you can think aboutit, not just as that point event.
I loved your comment aboutprogrammatic versus ad hoc.
Mm-hmm.
And thinking this is nota random acts of events.
Mm-hmm.
But really creating a sustainable,repeatable program around that.
Kate Hammitt (02:26):
Exactly.
Yeah.
And that human connection isso much more important now.
Yeah.
And there are ways of using AIwithin, deploying events and mm-hmm.
And managing that channelthat are effective.
But anytime, we talk to practitionersor I talking to fellow CMOs
who aren't onboard with events.
Yeah.
I'm like, is a digital touchpoint?
An ebook gonna be more impactful than,a sit down with your most important
(02:50):
prospects or your most critical customers.
Seems like a no brainer.
Matt Heinz (02:54):
But Kate, it's a lot cheaper just to send an email.
It scales a lot better.
Email's way more efficient.
These are some of the things I hear frompeople that say, well, I'd rather use some
of these digital channels, but do thosereally create the differentiation you
need and want to be able to break throughthe clutter and actually create real
differentiation and value with the peopleyou're trying to engage and sell to?
Kate Hammitt (03:15):
Yeah, and I mean, a Forrester analysts will tell you
it's at least 30 touch points mm-hmm.
That we need to do.
So there needs to be thatmulti-touch, there needs to
be that omnichannel approach.
Mm-hmm.
Not one or the other.
But we have yet to see eventsnot adding to pipeline when
they're embedded in the strategy.
Yeah.
And adding value there.
Matt Heinz (03:34):
Can we talk about the difference between in-person events, like
we're at here today and virtual events.
I mean, they both have their value.
I hear a lot of folks say like,you know, webinars are dead.
Virtual events are reallyhard to differentiate.
I completely disagree.
What are some of the elements ofgood virtual events that can help
you really maximize the experienceand relationship value there?
Kate Hammitt (03:52):
Yeah.
I think first and foremost, like thewebinar virtual event is so critical for
that mass brand awareness and of courseyou can tie that directly to pipeline.
But when I think about where virtualevents can really accelerate a strategy,
mm-hmm, it's mostly that top of funnel.
And so when you're thinking about theKPIs there, you're looking at, how
(04:15):
much interaction with an ICP, whetherthey're in market or not, are you getting
within your markets and making surethat your message is reaching there.
Mm-hmm.
Another great use case for webinars thatI love is, taking messages out for a spin
and getting that feedback from the market.
Yeah.
That was how event led growthcame to be, sort of our mission.
(04:36):
We were hearing messages from the marketand then realizing that this content
around event led growth was getting theresponse from the market of, Hey, this is
helping me be better at what I'm doing.
Another great, way for, I think,webinars to fit within the strategy
appropriately is that post-sale engagementand education, and so the KPIs there
would be the product adoption andengagement metrics customer marketing
(04:59):
and community really care about.
Matt Heinz (05:02):
I think a lot of companies fail when they think about the event as
the be all, end all of the event strategy,as opposed to thinking about the event
itself as a component of a broader motion.
Like talk about the importance of thepre-event and the post-event motions
to really round out the experienceand maximize the return on that
investment in events in the first place.
Kate Hammitt (05:22):
Yeah, so I think one great takeaway from
pre-event is the data capture.
Yeah.
So understanding the heartsand minds of your ICP.
Getting that into your systems of record,being able to action on that, either in
content messaging, future sales motions,but there's no better way to start to
understand and get that first party data.
(05:44):
During the event, from acontent perspective, this is
like the content amplifier.
So, when you're taking that message outat the event, it's a repurposer's dream,
how do you get that mm-hmm event snippetinto your digital ads, into podcasts, into
white papers, infographics, what have you.
(06:05):
That's where so much content is generated.
We did this a lot at Splash, everything,revolved around our events, and
then we amplified that elsewhere.
And then the follow up for the event Ithink is absolutely the most important.
If you're engaging during the eventeffectively you can get that hand
raiser, understand who might be dealingwith specific challenges, start to
(06:27):
basically create a personalizationstrategy that you can follow up on after.
Yeah.
And then, create thoselanes appropriately.
Matt Heinz (06:34):
I just wanna reiterate the repurposable factor for events,
whether you're doing things inperson or whether you're doing them
remotely, like a good videotaped event.
A video tape that this showsmy age, a videoed event, a
tape recorded event of that.
You think about all the ways youcan repurpose that, like you have
it live, you can promote it live.
It's gonna be live.
You can promote that it is live.
You've got something on demand, AItools can break that into snippets,
(06:57):
into audio only snippets intovideo snippets into a transcript.
And so over and over again,you can use that so often.
And I think that too often marketers,like we do the event and then we're
immediately onto the next event.
Yes.
Right, and we fail to leverage thishigh value asset that you just invested
a ton of effort in the long tail, andnot just in terms of the follow up
from people that may have attended thatevent or didn't attend, and then your
(07:18):
sales follow up, but the long tail ofleveraging that content for the people
that couldn't attend, for the people thatdid attend, but need to hear it again.
Right.
For other people in the buying committeethat couldn't make it, but you're
trying to build consensus, so there'scomponents that they need to hear as well.
Mm-hmm.
If the event and the content istied tightly to a good editorial
calendar tied to your buying journeyand your buying committee, the long
tail is like, does it ever end?
Kate Hammitt (07:39):
It really does.
And.
You can reuse that year over year.
I mean, there's so much evergreencontent that comes out of it.
Yeah.
I love always you talking aboutkind of random acts of marketing.
I feel like if you're going throughan event cycle and that event
content just lives once, yeah.
You need deep reflection.
Matt Heinz (07:56):
Yeah, you do.
Yeah.
We're live on the Forrester B2Bshow floor with Kate Hammitt.
She's the VP of Marketingat Cvent, CMO at Splash.
Combining teams is alwaysa challenge, right?
Like bringing two teams together.
You've got two event teams, but talkabout sort of just, you know, one plus one
equals three when you can bring good teamstogether and the challenge and opportunity
of change management when you're doing so.
Kate Hammitt (08:18):
Yeah, acquisitions are always lumpy and bumpy.
We've definitely been doingour best to make it smooth
sailing as much as possible.
But I think the cultural fit betweenour teams, the people that are really
driving it with Splash and Cventhas made this really successful.
I mean That's right.
We started activatingtogether immediately.
Mm-hmm.
And just seeing our sales teamand our entire go-to market
(08:41):
team embrace each other.
Yep.
One thing that's been great aboutthe one plus one equals three
is, a lot of our gaps were Cventstrengths, a lot of Cvent's gaps were
areas where Splash really shines.
So it's been fun to see whatour brands together can do.
Matt Heinz (08:57):
Well.
It's great to hear that there's a culturefit across those teams that becomes
really foundational to making sure thatworks and then recognizing as well that
like, hey, listen, there's never a purelysmooth path to the integration, right?
There's always gonna bebumps along the road.
But when you've got a values match andwhen you can be focused on the North
Star and say, we're all gonna workon getting this there together, like
that's really meaningful and that canbe rare in those M&A kind of situations.
Kate Hammitt (09:19):
Yeah, and I think Cvent has done a good job in recognizing
Splash's work with marketers andthat was an area that with Cvent's
acquisitions of Jifflenow and iCapturethat happened prior to Splash.
They've really embraced our presencewithin the community, our work with
marketing to marketers, and it'sbeen a really great value add for the
Splash people at Cvent and vice versa.
Matt Heinz (09:40):
So, one of the cool things I know you're working on is really better
leveraging the tools at your disposal.
And so you've got the ability hereto sort of drink your own champagne
with some of the event tools you have.
But even as great as those tools arealone, they probably aren't sufficient
to really manage the overall eventexperience the way you want to.
So what are some of the key componentsof the tech stack you think are really
(10:01):
driving greater event experiencesfor your customers and buyers?
Kate Hammitt (10:04):
Yeah, so a lot of times Cvent has talked about
like the total event program.
Mm-hmm.
When we think about different events,I mean, we're here at Forrester,
Steven is powering this, you checkedin our badges and all the things that
you've been doing within the app arepowered by Cvent and it's great to
have a big third party event presence.
Yeah.
We've got a lot of ancillary events.
(10:24):
That's where, Splash would betypically used by customers to get
their private dinners together.
Mm-hmm.
Get those fun, happy hoursoutside of the event.
There are lots of teamshere using Jifflenow.
Mm-hmm.
So, was over at Club6 with 6sense, andthey're power users of Jifflenow, and
so those meetings and that serendipitythat happens, at these third party
(10:46):
events and your hosted events allcoming together within this stack.
And I think, on top of that, yourintegrations are mission critical.
Obviously all of these tools are pushingback into Salesforce, HubSpot, wherever
your single source of truth is kept.
Yep.
So you can then action on that.
So we really like to think about all thesetools coming together for marketers to be
(11:08):
able to cover their full event program.
So you're not leaving programs tochance and you're getting that ROI
back in the systems that matter.
Matt Heinz (11:16):
What do you think is gonna drive the next phase of event led growth?
What are the components, what arethe strategies, the integrations,
what should we be looking for?
For those that are buying whatyou're laying down here and also
those that are already followingan event led growth playbook, what
should they be looking at next andprioritizing over the next year plus?
Kate Hammitt (11:31):
Yeah, that's a great question.
So I think two big themes there.
One being AI and how AI is goingto augment this whole process.
And particularly around personalization.
So when we all go to events, we expectthem to be more and more accustomed
to who we are and what we wannalearn about, what we care about.
So I think, for events that we keepupping the ante and the next technology
(11:54):
advancements are gonna help us reallyget there in terms of these custom
experiences that feel really personalizedand allow for direct follow up that is
impactful and that ultimately results inthat revenue or expansion opportunity.
Matt Heinz (12:08):
Why do you personally continue to prioritize events like this?
I know Cvent's a sponsor, this is a keypart of your own pipeline activation.
But to be able to spend time with othermarketers, be able to spend time with your
peers, like why is that like prioritizingthat time and place of doing it live?
Why is that a priority for you?
Kate Hammitt (12:25):
Yeah.
I think it's how we're wired ashumans from a biological perspective,
from a memory perspective.
It's really amazing to see peoplecoming by the booth and saying,
Hey, it's our annual meeting.
I was here and met you last year.
Yeah.
See those connections being made, youand I are in communities together.
Mm-hmm.
And I feel like putting that faceto name getting out of the zoom box.
(12:45):
Yeah.
And, and into real life.
Even though you can still forgethose relationships certainly
virtually, I feel like it solidifiesso much more in the human experience
to have that relationship.
Matt Heinz (12:55):
A hundred percent.
Kate Hammitt (12:56):
And I think we recognize that from an internal events
perspective, it's really meaningfulto meet with your team and interact
and have an experience together.
And it's no different, Ithink, in a buying journey.
Humans still wanna buy from humans,and I think as we get more digital, we
crave more of that human interaction.
So we just need to be smart about it.
Matt Heinz (13:17):
Love it.
Kate Hammitt, VP of Marketing at Cvent.
Thanks so much for joining us.
Kate Hammitt (13:20):
Thanks Matt.
All right, live on the Forrester B2B Summit Marketplace floor.
So thankful to the Forresterteam for making this possible.
Get some great interviews here.
Kate, we've been talking to Forresteranalysts, we've been talking to CMOs.
We've been talking to ROI winnersand just covering a wide gamut.
Of go to market strategies, tactics,a little bit of AI, 'cause you know,
(00:36):
it's 2025, we have to talk about it.
But I'm excited to talk toyou about event led growth.
So very excited.
Kate Hammitt, who is the VP of Marketingat Cvent, CMO at Splash, event led growth.
What is that?
Kate Hammitt (00:49):
It's something that's been around.
Yeah.
We're starting to really put alabel on it as marketers love
to do, get some parametersaround what is event led growth.
Yep.
Thinking about like product led growth.
Mm-hmm.
Partner led growth, enterevent led growth, essentially
how you use the event channel.
Mm-hmm.
As a true marketing channel todrive pipeline, revenue expansion,
(01:15):
and be really strategic about it.
Mm-hmm.
So, you know, the one-off eventmoving into event programs.
Yeah.
Instead of just doing,you know, things ad hoc.
Yeah.
Really, looking at your pipeline andsaying, how do I need to augment here?
Where do I need to engage prospects?
Where do I need to engage post-sale?
(01:35):
Yeah.
And bringing that all together andmaking sure that it aligns with strategy.
Matt Heinz (01:38):
It totally maps.
I mean, as we get more and more AIdoing jobs at a digital level, as AI
makes it easier, faster, cheaper to sendmessages out, we're actually creating
a bigger problem in marketplaces.
I mean, as a CMO, I'm sure your emailinbox is even worse now because of AI.
Kate Hammitt (01:56):
Absolutely.
Matt Heinz (01:57):
Yeah.
Yeah.
And, so when we overcrowd thosechannels, we need to invest in places
where you can have real meaningfulinteractions where you can create
real, meaningful relationships.
And I think that's where eventsreally come to play, where you can
have that multisensory experience.
Kate Hammitt (02:13):
Exactly.
Matt Heinz (02:13):
Where you can differentiate something that is for individuals
and then where you can think aboutit, not just as that point event.
I loved your comment aboutprogrammatic versus ad hoc.
Mm-hmm.
And thinking this is nota random acts of events.
Mm-hmm.
But really creating a sustainable,repeatable program around that.
Kate Hammitt (02:26):
Exactly.
Yeah.
And that human connection isso much more important now.
Yeah.
And there are ways of using AIwithin, deploying events and mm-hmm.
And managing that channelthat are effective.
But anytime, we talk to practitionersor I talking to fellow CMOs
who aren't onboard with events.
Yeah.
I'm like, is a digital touchpoint?
An ebook gonna be more impactful than,a sit down with your most important
(02:50):
prospects or your most critical customers.
Seems like a no brainer.
Matt Heinz (02:54):
But Kate, it's a lot cheaper just to send an email.
It scales a lot better.
Email's way more efficient.
These are some of the things I hear frompeople that say, well, I'd rather use some
of these digital channels, but do thosereally create the differentiation you
need and want to be able to break throughthe clutter and actually create real
differentiation and value with the peopleyou're trying to engage and sell to?
Kate Hammitt (03:15):
Yeah, and I mean, a Forrester analysts will tell you
it's at least 30 touch points mm-hmm.
That we need to do.
So there needs to be thatmulti-touch, there needs to
be that omnichannel approach.
Mm-hmm.
Not one or the other.
But we have yet to see eventsnot adding to pipeline when
they're embedded in the strategy.
Yeah.
And adding value there.
Matt Heinz (03:34):
Can we talk about the difference between in-person events, like
we're at here today and virtual events.
I mean, they both have their value.
I hear a lot of folks say like,you know, webinars are dead.
Virtual events are reallyhard to differentiate.
I completely disagree.
What are some of the elements ofgood virtual events that can help
you really maximize the experienceand relationship value there?
Kate Hammitt (03:52):
Yeah.
I think first and foremost, like thewebinar virtual event is so critical for
that mass brand awareness and of courseyou can tie that directly to pipeline.
But when I think about where virtualevents can really accelerate a strategy,
mm-hmm, it's mostly that top of funnel.
And so when you're thinking about theKPIs there, you're looking at, how
(04:15):
much interaction with an ICP, whetherthey're in market or not, are you getting
within your markets and making surethat your message is reaching there.
Mm-hmm.
Another great use case for webinars thatI love is, taking messages out for a spin
and getting that feedback from the market.
Yeah.
That was how event led growthcame to be, sort of our mission.
(04:36):
We were hearing messages from the marketand then realizing that this content
around event led growth was getting theresponse from the market of, Hey, this is
helping me be better at what I'm doing.
Another great, way for, I think,webinars to fit within the strategy
appropriately is that post-sale engagementand education, and so the KPIs there
would be the product adoption andengagement metrics customer marketing
(04:59):
and community really care about.
Matt Heinz (05:02):
I think a lot of companies fail when they think about the event as
the be all, end all of the event strategy,as opposed to thinking about the event
itself as a component of a broader motion.
Like talk about the importance of thepre-event and the post-event motions
to really round out the experienceand maximize the return on that
investment in events in the first place.
Kate Hammitt (05:22):
Yeah, so I think one great takeaway from
pre-event is the data capture.
Yeah.
So understanding the heartsand minds of your ICP.
Getting that into your systems of record,being able to action on that, either in
content messaging, future sales motions,but there's no better way to start to
understand and get that first party data.
(05:44):
During the event, from acontent perspective, this is
like the content amplifier.
So, when you're taking that message outat the event, it's a repurposer's dream,
how do you get that mm-hmm event snippetinto your digital ads, into podcasts, into
white papers, infographics, what have you.
(06:05):
That's where so much content is generated.
We did this a lot at Splash, everything,revolved around our events, and
then we amplified that elsewhere.
And then the follow up for the event Ithink is absolutely the most important.
If you're engaging during the eventeffectively you can get that hand
raiser, understand who might be dealingwith specific challenges, start to
(06:27):
basically create a personalizationstrategy that you can follow up on after.
Yeah.
And then, create thoselanes appropriately.
Matt Heinz (06:34):
I just wanna reiterate the repurposable factor for events,
whether you're doing things inperson or whether you're doing them
remotely, like a good videotaped event.
A video tape that this showsmy age, a videoed event, a
tape recorded event of that.
You think about all the ways youcan repurpose that, like you have
it live, you can promote it live.
It's gonna be live.
You can promote that it is live.
You've got something on demand, AItools can break that into snippets,
(06:57):
into audio only snippets intovideo snippets into a transcript.
And so over and over again,you can use that so often.
And I think that too often marketers,like we do the event and then we're
immediately onto the next event.
Yes.
Right, and we fail to leverage thishigh value asset that you just invested
a ton of effort in the long tail, andnot just in terms of the follow up
from people that may have attended thatevent or didn't attend, and then your
(07:18):
sales follow up, but the long tail ofleveraging that content for the people
that couldn't attend, for the people thatdid attend, but need to hear it again.
Right.
For other people in the buying committeethat couldn't make it, but you're
trying to build consensus, so there'scomponents that they need to hear as well.
Mm-hmm.
If the event and the content istied tightly to a good editorial
calendar tied to your buying journeyand your buying committee, the long
tail is like, does it ever end?
Kate Hammitt (07:39):
It really does.
And.
You can reuse that year over year.
I mean, there's so much evergreencontent that comes out of it.
Yeah.
I love always you talking aboutkind of random acts of marketing.
I feel like if you're going throughan event cycle and that event
content just lives once, yeah.
You need deep reflection.
Matt Heinz (07:56):
Yeah, you do.
Yeah.
We're live on the Forrester B2Bshow floor with Kate Hammitt.
She's the VP of Marketingat Cvent, CMO at Splash.
Combining teams is alwaysa challenge, right?
Like bringing two teams together.
You've got two event teams, but talkabout sort of just, you know, one plus one
equals three when you can bring good teamstogether and the challenge and opportunity
of change management when you're doing so.
Kate Hammitt (08:18):
Yeah, acquisitions are always lumpy and bumpy.
We've definitely been doingour best to make it smooth
sailing as much as possible.
But I think the cultural fit betweenour teams, the people that are really
driving it with Splash and Cventhas made this really successful.
I mean That's right.
We started activatingtogether immediately.
Mm-hmm.
And just seeing our sales teamand our entire go-to market
(08:41):
team embrace each other.
Yep.
One thing that's been great aboutthe one plus one equals three
is, a lot of our gaps were Cventstrengths, a lot of Cvent's gaps were
areas where Splash really shines.
So it's been fun to see whatour brands together can do.
Matt Heinz (08:57):
Well.
It's great to hear that there's a culturefit across those teams that becomes
really foundational to making sure thatworks and then recognizing as well that
like, hey, listen, there's never a purelysmooth path to the integration, right?
There's always gonna bebumps along the road.
But when you've got a values match andwhen you can be focused on the North
Star and say, we're all gonna workon getting this there together, like
that's really meaningful and that canbe rare in those M&A kind of situations.
Kate Hammitt (09:19):
Yeah, and I think Cvent has done a good job in recognizing
Splash's work with marketers andthat was an area that with Cvent's
acquisitions of Jifflenow and iCapturethat happened prior to Splash.
They've really embraced our presencewithin the community, our work with
marketing to marketers, and it'sbeen a really great value add for the
Splash people at Cvent and vice versa.
Matt Heinz (09:40):
So, one of the cool things I know you're working on is really better
leveraging the tools at your disposal.
And so you've got the ability hereto sort of drink your own champagne
with some of the event tools you have.
But even as great as those tools arealone, they probably aren't sufficient
to really manage the overall eventexperience the way you want to.
So what are some of the key componentsof the tech stack you think are really
(10:01):
driving greater event experiencesfor your customers and buyers?
Kate Hammitt (10:04):
Yeah, so a lot of times Cvent has talked about
like the total event program.
Mm-hmm.
When we think about different events,I mean, we're here at Forrester,
Steven is powering this, you checkedin our badges and all the things that
you've been doing within the app arepowered by Cvent and it's great to
have a big third party event presence.
Yeah.
We've got a lot of ancillary events.
(10:24):
That's where, Splash would betypically used by customers to get
their private dinners together.
Mm-hmm.
Get those fun, happy hoursoutside of the event.
There are lots of teamshere using Jifflenow.
Mm-hmm.
So, was over at Club6 with 6sense, andthey're power users of Jifflenow, and
so those meetings and that serendipitythat happens, at these third party
(10:46):
events and your hosted events allcoming together within this stack.
And I think, on top of that, yourintegrations are mission critical.
Obviously all of these tools are pushingback into Salesforce, HubSpot, wherever
your single source of truth is kept.
Yep.
So you can then action on that.
So we really like to think about all thesetools coming together for marketers to be
(11:08):
able to cover their full event program.
So you're not leaving programs tochance and you're getting that ROI
back in the systems that matter.
Matt Heinz (11:16):
What do you think is gonna drive the next phase of event led growth?
What are the components, what arethe strategies, the integrations,
what should we be looking for?
For those that are buying whatyou're laying down here and also
those that are already followingan event led growth playbook, what
should they be looking at next andprioritizing over the next year plus?
Kate Hammitt (11:31):
Yeah, that's a great question.
So I think two big themes there.
One being AI and how AI is goingto augment this whole process.
And particularly around personalization.
So when we all go to events, we expectthem to be more and more accustomed
to who we are and what we wannalearn about, what we care about.
So I think, for events that we keepupping the ante and the next technology
(11:54):
advancements are gonna help us reallyget there in terms of these custom
experiences that feel really personalizedand allow for direct follow up that is
impactful and that ultimately results inthat revenue or expansion opportunity.
Matt Heinz (12:08):
Why do you personally continue to prioritize events like this?
I know Cvent's a sponsor, this is a keypart of your own pipeline activation.
But to be able to spend time with othermarketers, be able to spend time with your
peers, like why is that like prioritizingthat time and place of doing it live?
Why is that a priority for you?
Kate Hammitt (12:25):
Yeah.
I think it's how we're wired ashumans from a biological perspective,
from a memory perspective.
It's really amazing to see peoplecoming by the booth and saying,
Hey, it's our annual meeting.
I was here and met you last year.
Yeah.
See those connections being made, youand I are in communities together.
Mm-hmm.
And I feel like putting that faceto name getting out of the zoom box.
(12:45):
Yeah.
And, and into real life.
Even though you can still forgethose relationships certainly
virtually, I feel like it solidifiesso much more in the human experience
to have that relationship.
Matt Heinz (12:55):
A hundred percent.
Kate Hammitt (12:56):
And I think we recognize that from an internal events
perspective, it's really meaningfulto meet with your team and interact
and have an experience together.
And it's no different, Ithink, in a buying journey.
Humans still wanna buy from humans,and I think as we get more digital, we
crave more of that human interaction.
So we just need to be smart about it.
Matt Heinz (13:17):
Love it.
Kate Hammitt, VP of Marketing at Cvent.
Thanks so much for joining us.
Kate Hammitt (13:20):
Thanks Matt.
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