Palash

And we were figuring out how do we stand out as a verticalized competitor to all these, like, giantly funded horizontals, right?

So we tried a bunch of things.

We tried outbound.

We did all the things that the influencers told us on LinkedIn.

We had a good SDR team.

And it didn't really work, right?

This is from one and a half years back.

And our reply rates were pretty bad, pretty poor.

We also tried a lot of SEO inbound blog stuff.

And it kind of worked, but it didn't really, really work.

Because what we realized is that it's hard to stand out as a brand and build a brand with these two tactics.

It's good to capture demand, but not to create demand and to stand out.

And we posted on LinkedIn as well.

And that is when we realized, oh, video content really works really well.

And it kind of gels with what we are doing.

So we started eating our own dog food.

So I'm going to talk about key tactical strategies to power a good live digital event motion.

So the two big themes that work for us is number one is an event series.

So event series, think about it as a podcast that is video-based, that happens on a recurring, regular basis, and is targeted to a persona.

So for instance, we have three key personas.