Up until recently, webinar programs have remained relatively stagnant. That assessment applies both to technology capabilities and to audience expectations. But, with heightened focus on virtual events, and audiences demanding even more engaging content and interactivity, organizations must rethink how they remain relevant and keep audiences tuned in from start to finish.

In this session, we'll discuss emerging ways to garner audience attention through enhanced production, content delivery, and captivating new strategies for packaging your entire webinar program.

You'll learn:

• A new formula for webinars that maximizes engagement
• New ideas to level-up your webinar production
• Ways to capture and feed critical information on webinar attendees into your martech stack for deeper insights you can act on

---

SPEAKER

• Patrick Smith
• CMO, Cvent
• @cvent

Patrick Smith is SVP and CMO of Cvent. He leads a team of 275 marketers in the global development and execution of campaigns, building brand awareness and driving demand for Cvent's software platform, including its event marketing and management solutions.

As customers emerge from the pandemic haze to re-enter society, experiential marketers face a set of new challenges and expectations. Brands are now expected to use a new channel mix so that they can maintain real-time, digitally native communications in the ecosystems where their customers live, work, and play.

Learn how to engage audiences through personalized experiences that foster community and deliver better business results through differentiated value.

You'll learn:

• How to flip your approach from "expecting" engagement to earning engagement
• How to create a "golden circle" of connection with your brand that extends to your employees' experience—and out to your customers' experience
• The five components of long-term integrated engagement

---

SPEAKER

• Lynn Randall
• Senior Strategy Director, InVision Communications
• @InVisionComm

Lynn uses her expertise in strategic communication, combined with her passion for neuroscience, to improve the business outcomes of B2B communications and event marketing programs. She enables shared vision and she shapes integrated solutions, translating complex content into compelling stories.