{"id":75919,"date":"2022-11-04T15:59:51","date_gmt":"2022-11-04T15:59:51","guid":{"rendered":"https:\/\/www.airmeet.com\/hub\/?p=75919"},"modified":"2022-11-14T08:02:38","modified_gmt":"2022-11-14T08:02:38","slug":"discover-stage-of-event-led-growth","status":"publish","type":"post","link":"https:\/\/dev-hub.airmeet.com\/hub\/blog\/discover-stage-of-event-led-growth\/","title":{"rendered":"Discover New Audiences, Markets, and Opportunities through Event-led Growth"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"75919\" class=\"elementor elementor-75919\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d0da89f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d0da89f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-31ed818\" data-id=\"31ed818\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b8033e8 elementor-widget elementor-widget-text-editor\" data-id=\"b8033e8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Brand-focused ToFu events aren\u2019t always at the top of the priority list to solve these kinds of problems, but with <a href=\"https:\/\/www.airmeet.com\/hub\/blog\/what-is-event-led-growth\/\" target=\"_blank\" rel=\"noopener\">Event-led Growth<\/a> you can turn prospects into lifelong customers all year long. Reframing your understanding of what events can do for you can help you discover new and long-term avenues for your business.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f97bab elementor-blockquote--skin-border elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote\" data-id=\"8f97bab\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tIntroducing a cold audience to your brand not through a sales call but with an intentionally-crafted experience is what will propel you forward and help you make a lasting impression\u2014it\u2019s the first step toward brand loyalty.\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eaae9d6 elementor-widget elementor-widget-heading\" data-id=\"eaae9d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The three stages of Event-led Growth<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19bbe9c elementor-widget elementor-widget-text-editor\" data-id=\"19bbe9c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Consider Event-led Growth as a multi-phase approach. Being able to categorize your audience and goals will help you focus your experience:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Discover: <\/b><span style=\"font-weight: 400;\">Building brand awareness and affinity among the Problem or Brand unaware by creating valuable and memorable experiences<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engage:<\/b><span style=\"font-weight: 400;\"> Engaging buyers and warm prospects to realize the value you deliver faster and become life-long customers<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Grow:<\/b><span style=\"font-weight: 400;\"> Growing affinity and advocacy among your customers and community members<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">No event can be 100% Discover, Engage, or Grow. Some events are designed to achieve multiple outcomes and some are smaller and hyper-focused on a single outcome. Defining the stages and tying outcomes to them can help you discern the right approach to reach that outcome.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cfb43eb elementor-widget elementor-widget-heading\" data-id=\"cfb43eb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is the Discover stage?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-928f3e1 elementor-widget elementor-widget-image\" data-id=\"928f3e1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"486\" height=\"1024\" src=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/11\/image-10-486x1024.png\" class=\"attachment-large size-large wp-image-75966\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/11\/image-10-486x1024.png 486w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/11\/image-10-142x300.png 142w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/11\/image-10-768x1617.png 768w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/11\/image-10-729x1536.png 729w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/11\/image-10.png 924w\" sizes=\"(max-width: 486px) 100vw, 486px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-53bee02 elementor-widget elementor-widget-text-editor\" data-id=\"53bee02\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The Discover stage is focused entirely on brand awareness and building affinity. It\u2019s where you reel your audience in. They might have never heard of your brand. Or worse, they might not even be aware of the problem your product or service solves until you point it out to them in a way that resonates. How do you do that? By creating valuable and memorable experiences that offer something folks in your industry are excited to learn about.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Collecting leads and pitching to an audience who isn\u2019t ready to buy is the old way of doing B2B marketing. Today\u2019s audiences expect direct, personalized communication that demonstrates why they should have demand for your product or service in the first place. Treat the Discover audience as the independent, not-yet-committed potential buyers they are. This will allow them to come to you when they realize you consistently offer value.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df0150c elementor-widget elementor-widget-heading\" data-id=\"df0150c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Understanding the Discover audience<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9458ed2 elementor-widget elementor-widget-text-editor\" data-id=\"9458ed2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Most Discover events should ideally be targeting a cold audience, so what\u2019s important is having a realistic understanding of why this type of audience will have an interest in your event.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Katie Brunette is the Senior Director of Global Events at Seismic, and she\u2019s been working in the event space for over a decade. She first uncovered the power of events when working at ExactTarget. \u201c<\/span><span style=\"font-weight: 400;\">People who&#8217;ve felt good at your events are going to stick with you. It&#8217;s so important to take care of your customers and prospects and build those experiences where they can learn and grow while also having fun.&#8221;<\/span><\/p><p><span style=\"font-weight: 400;\">For her, Discover events are a great opportunity to spread awareness and provide valuable learning moments the audience can actually take away and use to improve their day-to-day. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76fdd31 elementor-blockquote--skin-border elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote\" data-id=\"76fdd31\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tGet it out of your head that a Discover audience is going to sign on the dotted line at the end of your event. \u201cI think the audience's intent at this stage is just to learn and see what's out there,\u201d says Katie. \u201cI don't think that they are in a buying stage, they're nowhere close to being able to pull the trigger.\u201d\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9365f71 elementor-widget elementor-widget-text-editor\" data-id=\"9365f71\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">And that\u2019s why curating your audience for this event phase is crucial. \u201cIt usually all comes down to industry title and company size,\u201d says Katie. By looking at the data available to you, a clear narrative will appear when it comes to the audience and content that will make your Discover event sing.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u201cI\u2019m looking at the titles of people who are common buyers and understanding why they buy Seismic and then turning that into the content we need to attract those people.\u201d Katie also reverse-engineers personas by taking a look at their existing best-fit customers and identifying all the problems that her organization helped to solve.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Of course, businesses of varied sizes need different considerations\u2014SMB and enterprise customers think on different levels. \u201cIt depends on what the topic is,\u201d says Katie. \u201cWhich means really understanding industries as well.\u201d\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Because this stage of events should not be product-specific, keep your focus on the issues your audience is likely facing, and the problems they might not even realize are holding them back from growth.<\/span><\/p><p><span style=\"font-weight: 400;\">&#8220;You&#8217;re bringing people together to talk about common problems. And creating moments to be able to learn from like-minded people. For you to be the catalyst for that is really important. It&#8217;s all about the relationships that your internal teams form with your customers and prospects.&#8221; <\/span><span style=\"font-weight: 400;\">At this stage, your audience doesn\u2019t need to be ready to buy at the end of the event\u2014so long as they\u2019re compelled to keep the conversation going.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6737d6 elementor-widget elementor-widget-heading\" data-id=\"d6737d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Knowing what outcomes to measure<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71a345e elementor-widget elementor-widget-text-editor\" data-id=\"71a345e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">If the Discover stage event\u2019s goal isn\u2019t direct sales or even MQLs, what is it then? If you\u2019re working towards long-term outcomes like brand awareness, demand creation, and organic word-of-mouth, you should add a Discover flavor to your event.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">While some of these outcomes are more difficult to measure than more common KPIs, they still demonstrate the important impact that your event has on the business. Generating an air of topical authority will lead to better speakers for future events, the creation of demand will guide people further down the pipeline, and earned media is a cost-effective way to promote your brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5616218 elementor-widget elementor-widget-heading\" data-id=\"5616218\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Packaging matters: Deliver the right experience<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec99caf elementor-widget elementor-widget-text-editor\" data-id=\"ec99caf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Once you\u2019ve determined your ideal outcomes, your event types and the experiences they\u2019re made of should serve those goals. Experiment with formats, duration, and frequencies and see what works. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83e98bc elementor-blockquote--skin-quotation elementor-blockquote--button-view-icon elementor-blockquote--button-skin-classic elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote\" data-id=\"83e98bc\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tIn the discovery phase, you've gotta keep it short\u201445 minutes to an hour max. Repeatability can become your biggest ally, think of something like a webinar series that they can sign up for at the beginning that has relative topics throughout. You're not going to get somebody in the discovery phase to sign on for a three or four-hour virtual conference unless you have something super compelling going on.\t\t\t<\/p>\n\t\t\t\t\t\t\t<div class=\"e-q-footer\">\n\t\t\t\t\t\t\t\t\t\t\t<cite class=\"elementor-blockquote__author\">Katie Brunette, Senior Director of Global Events, Seismic<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=In+the+discovery+phase%2C+you%27ve+gotta+keep+it+short%E2%80%9445+minutes+to+an+hour+max.+Repeatability+can+become+your+biggest+ally%2C+think+of+something+like+a+webinar+series+that+they+can+sign+up+for+at+the+beginning+that+has+relative+topics+throughout.+You%27re+not+going+to+get+somebody+in+the+discovery+phase+to+sign+on+for+a+three+or+four-hour+virtual+conference+unless+you+have+something+super+compelling+going+on.+%E2%80%94+Katie+Brunette%2C+Senior+Director+of+Global+Events%2C+Seismic&amp;url=https%3A%2F%2Fdev-hub.airmeet.com%2Fhub%2Fhub%2Fwp-json%2Fwp%2Fv2%2Fposts%2F75919\" class=\"elementor-blockquote__tweet-button\" target=\"_blank\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-twitter\"><\/i>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-screen-only\">Tweet<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58ddc8c elementor-widget elementor-widget-text-editor\" data-id=\"58ddc8c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Don\u2019t forget: Creating a valuable, memorable experience for this type of audience should be at the top of your checklist. Your attendees should leave or log off your event having learned something and been delighted in some way, and you should have created a demand for your product, eventually.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e8cff4 elementor-widget elementor-widget-heading\" data-id=\"0e8cff4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Increasing downstream impact<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11ca250 elementor-widget elementor-widget-text-editor\" data-id=\"11ca250\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">So if your audience is inherently not yet interested in making a purchase, and if your event type leans more towards providing a valuable experience rather than selling your product, what does the attendee\u2019s journey to becoming a customer look like?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To understand this, you need to <a href=\"https:\/\/www.airmeet.com\/hub\/blog\/framework-to-become-event-led\/\">first understand Event-led Growth<\/a>. A Discover event\u2014or any event\u2014is no longer simply a one-and-done activity. Events should be a continuous conversation, which means that engagement throughout the event lifecycle is a key factor in keeping an attendee interested. You could be hooking people mid-event with exclusive access and additional resources. This will play a role in enhancing their affinity towards your brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d065300 elementor-blockquote--skin-border elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote\" data-id=\"d065300\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tThe beauty of modern events is in their built-in long tail: you can share the event recordings or get even more creative with enhanced packaging, and keep the lines of communication open to see who wants to learn more. Provide more value before offering a demo to give the relationship a more solid foundation to build on.\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8af561 elementor-widget elementor-widget-text-editor\" data-id=\"d8af561\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">You can also consider flipping some best practices\u2014not sending gifts before the event to pique interest, but sending them after as a surprise that keeps the memories fresh in their minds and makes them more likely to respond to your follow-up. The ultimate goal here is to make these people a part of your community. It\u2019s all about offering value and space and opportunities\u2014help them want to be involved with your brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2911712 elementor-widget elementor-widget-heading\" data-id=\"2911712\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who\u2019s doing these events?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f2976e elementor-widget elementor-widget-text-editor\" data-id=\"4f2976e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Looking for inspiration for your own Discover event? Look no further than <\/span><a href=\"https:\/\/www.agorapulse.com\/\"><span style=\"font-weight: 400;\">Agorapulse<\/span><\/a><span style=\"font-weight: 400;\">. This social media management software company hosts their annual Agency Summits for their primary clientele, agencies. Here\u2019s how they do it:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9b329c elementor-widget elementor-widget-text-editor\" data-id=\"e9b329c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Event type:<\/b><span style=\"font-weight: 400;\"> Networking and content-delivery summit<\/span><\/p><p><b>Experiences:<\/b><span style=\"font-weight: 400;\"> Live workshops, Q+A with industry influencers, breakout sessions, speakers, brand partners, and vendor booths<\/span><\/p><p><b>Goals:<\/b><span style=\"font-weight: 400;\"> Candid conversations and connections that provide value\u00a0<\/span><\/p><p><b>Price: <\/b><span style=\"font-weight: 400;\">Free<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be856ec elementor-widget elementor-widget-text-editor\" data-id=\"be856ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Why does Agorapulse do these events every year? Because they work. While the content is topical and relevant, it\u2019s the connections and conversations outside the scheduled sessions that provide the most impactful experiences for attendees. These moments make the Summit a must-attend event that others in the industry are interested to try simply because their peers are sharing their positive experiences. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3405816 elementor-widget elementor-widget-heading\" data-id=\"3405816\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Why you should run your own Discover events<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2dddf6 elementor-widget elementor-widget-text-editor\" data-id=\"e2dddf6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The Discover phase of events has so much potential to set you up for future success\u2014turning cold audience members into prospects is the lifeblood of your funnel, but doing it authentically matters. Narrowing in on a pressing topic close to your industry, inviting an audience who is primed to learn about your brand, and delivering an experience that is both memorable and valuable are the key factors to moving this audience segment to the next phase.<\/span><\/p><p><strong>How you gain and, more importantly, keep their attention can be your biggest differentiator.<\/strong><\/p><p>\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Brand-focused ToFu events aren\u2019t always at the top of the priority list to solve these kinds of problems, but with Event-led Growth you can turn prospects into lifelong customers all year long. Reframing your understanding of what events can do for you can help you discover new and long-term avenues for your business.&nbsp; Introducing a [&hellip;]<\/p>\n","protected":false},"author":56,"featured_media":75943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":""},"categories":[235],"tags":[238],"industries":[],"use_cases":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Discover New Prospects and Audiences | Airmeet blog<\/title>\n<meta name=\"description\" content=\"Introducing a cold audience to your brand, not through a sales call but an intentionally-crafted experience can be your biggest differentiator today. 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