The Xcast: Amp Up Engagement

In this episode of the podcast, we're diving into how events can be powerful drivers of growth in the tech industry. With long sales cycles and complex buying processes, tech brands need more than just brand awareness, they need meaningful engagement and measurable results.Join Laliv Hadar, SVP of Marketing at Invision, as she speaks with Jeremy Youett, Head of Proprietary Events, Atlassian, to explore how events can transform from one-off activations to always-on engines of growth. With experience at Microsoft, Smartsheet, and now Atlassian, Jeremy shares insights on how to drive pipeline acceleration, deepen customer relationships, and create measurable business impact.Key takeaways:Why in-person events remain irreplaceable for building trust and accelerating sales.How to shift from one-off events to an evergreen, integrated event strategy.Tips for content atomization—turning event content into a continuous engagement stream.Metrics that matter: How to prove event ROI beyond attendance.The role of emerging technology (including AI) in shaping the future of events.Whether you're a marketer looking to elevate your event strategy, a tech brand leader, or just curious about how in-person experiences can drive growth, this episode is packed with practical insights.

In this episode of Invision's podcast, we're pulling back the curtain on our agency's recent rebrand, a shift that reflects not just where we've been, but where we're going.Join Strategy Director Evan Strange and Senior Creative Director John Edgington as they break down the process behind redefining who we are, what we do, and what we believe in. From the early signals (internal feedback, shifting industry dynamics, and evolving client needs) to the many rounds of exploration, feedback, and alignment, this episode explores the rebrand from every angle.Key takeaways:How internal voices and external perceptions converged to spark the need for change.The balance between honoring legacy and embracing evolution.Why simplicity, truth, and plain-speak became the pillars of our new positioning.What it means to “own every moment” and how that belief now guides everything we do.Whether you're navigating a rebrand, considering one, or just curious how agencies rethink their own identity, tune in for a real-world glimpse at the thinking, process, and lessons behind ours.

In an era where customer expectations are higher than ever, building lasting connections goes beyond just selling a product or service. At the recent IMEX Brand Experience Summit in Las Vegas, InVision CEO Angie Smith sat down with industry leaders Dan Preiss, VP of Experiential Marketing at Dell Technologies, and Lindsay Merkle, VP of Growth Marketing at GoodRx, to explore how brands can deepen relationships with their audiences through meaningful engagement and powerful collaborations.Key takeaways:The evolving definition of brand loyalty and what it takes to win long-term customer trust.Why strategic partnerships are essential for amplifying reach and impact.How hyper-personalization and human-to-human marketing are shaping the future of brand experiences.The power of content atomization—how to extend the life and value of event-driven content.Real-world examples of brands that are leading the way in loyalty and engagement.Whether you're a marketer, brand strategist, or event professional, you won't want to miss this conversation. Tune in now!

In this episode of the Xcast, Ciara Nowak, the Training and Development Manager at InVision, takes us through the significance of employee growth via training and development. Ciara covers trending topics in the training space and shares best practices for fostering a learning culture within organizations. Later, she is joined by Elisha Kessman, Vice President of Experience Delivery, who leads InVision's mentorship program. Elisha highlights the vital role mentorship plays in personal and professional development, sharing tips on how employees can benefit from mentor-mentee relationships across different disciplines.Key Takeaways:Importance of Training and Development: Investing in training and development is crucial for both personal growth and organizational success. It not only helps employees stay updated with industry trends but also enhances productivity, processes, and engagement within the organization.Impact on Employee Retention and Profitability: Organizations that prioritize training and development experience higher employee retention and profitability. Studies show that employees who engage in learning feel a stronger connection and purpose in their work.Designing Effective Training Programs: Effective training programs should be tailored to the audience's needs, considering their learning styles (e.g., interactive, self-paced, or lecture-based), and addressing specific skill gaps. Clear, realistic goals should be set to ensure comprehension and application of the material.Mentorship as a Complement to Training: Mentorship programs are a valuable extension of training, providing personalized guidance and support. Mentors help employees explore growth areas, share experiences, and collaborate across disciplines, enhancing overall development.Creating a Culture of Learning: Organizations should foster a learning culture by leading by example, encouraging employee feedback, and making training accessible. Celebrating learner successes, conducting regular sessions, and offering a blend of live and on-demand learning opportunities can significantly boost engagement.

In this episode of The Xcast, hosts Evan Strange and Michelle Bartosiewicz dive into the intersection of artificial intelligence (AI) and experiential marketing. Joined by special guest Katie Snider, VP Executive Creative Director at Salesforce, the trio explores how AI is transforming creativity and marketing, from unlocking new efficiencies to enhancing the attendee experience at events like Dreamforce. They discuss how AI is augmenting, rather than replacing, human creativity, and share practical ways brands can use AI intentionally to drive personalization, engagement, and real-time feedback.Key Takeaways:AI as a Creativity Tool: AI enhances human creativity by taking on mundane tasks, allowing creatives to focus on ideation and storytelling. It functions as a "co-pilot," boosting efficiency without replacing the human touch.Fear vs. Opportunity: While many fear AI will replace jobs, particularly in creative fields, the panelists agree that AI augments creativity by offering new tools for rapid prototyping, ideation, and real-time audience engagement.Personalization & Real-Time Insights: AI's power in experiential marketing lies in its ability to personalize experiences at scale, such as tailoring event content or providing real-time audience feedback to enhance engagement.Intentional Use of AI: AI should be used with purpose, not just because it's a trending technology. Brands should align their AI strategies with business goals, ensuring that it delivers value and enhances the user experience.Dreamforce Preview: Katie Snider offers a sneak peek into the AI-driven innovations planned for Dreamforce, Salesforce's annual event, highlighting how AI will create immersive and personalized experiences for attendees.

Having an epic story to tell is one thing. Making others believe in it -- and pay for it -- is another. Christy Stratton, LA-based writer and producer, joins Doug and Val on another episode of their series: Behind the Creative. They discuss:Key ingredients to crafting a good storyReality: Storytelling meets StorysellingCreative is hard; where do you find the passionChristy Stratton is an LA-based writer/producer with credits that include “Modern Family,” “King of the Hill” and “Awkward.” The digital series she wrote and directed in her house, "Everyone's Crazy But Us," was nominated for both an Emmy and a Webby. Her most recent short film “Runt” – set in a roller-rink in 1979 -- is breaking wide on the festival circuit this summer. Christy was Doug's intern back in the day. His favorite!

Join us for this episode of the Xcast to learn all about the new buzz term in using ABM within the world of events for pipeline generation – aka “account based experiences.” Events have long been a powerful tool for amplifying brand voices and messaging, creating memorable experiences that resonate with audiences and foster meaningful connections. However, in our post-pandemic world, the need to justify event budgets has become more crucial than ever.In this episode we explore how events can be strategically linked to the sales funnel, providing a clear path from engagement to conversion. This connection is vital for demonstrating the tangible value that events bring to the table, not just as standalone experiences but as integral components of a comprehensive marketing strategy.Our guest, EJ Oelling, shares firsthand insights on navigating these changes and leveraging events to accelerate the sales cycle. Key takeaways:How experiences can speed up the sales cycle.The concept of Account-Based Experiences (ABX) and its impact on business outcomes.The role of events in brand strategy and their evolution over the years.Insights into structuring an Events Portfolio under an ABX strategy.Current trends, including the role of AI in enhancing event success.Practical advice for integrating account-based marketing into your events strategy.Get ready for an enlightening conversation on maximizing the impact of your events in B2B marketing. Grab your headphones and join us! 

In this episode, Senior Creative Directors Val and Doug explore how to craft and tell a good story from master Chicago storyteller, Jacoby Cochran.  They discuss:Engagement: How effective storytelling connects emotionally with audiences.Preparation: Practice techniques and physical delivery to improve storytelling performance.Authenticity: How emotions and personal experiences make stories relatable and impactful.A writer, educator, and storyteller, Jacoby Cochran is the award winning host of City Cast Chicago, Chicago's favorite daily news podcast! The podcast was named Best of 2021, 2022, 2023 by the Chicago Reader and Chicago Magazine calls it “the essential Chicago podcast.” You can also catch Jacoby on Chicago's stages, TVs, and radios. As a performer, keynote speaker, and workshop leader, Jacoby has partnered with corporate clients (Google, Spotify, AT&T, Chicago Bulls, Best Buy, Samsung, Kohl's); academic institutions (DePaul University, City Colleges, Syracuse University); and non profits (The Moth, Boys & Girls Club, American Writers Museum). Find him at @cobycochran and jacobycochran.com 

What is creativity, where does it come from and how can I get some? This episode: "What do Sting, Stan Lee, Franco Dragone and Steve Wynn have in common?" They've all worked with John Masse. On this episode of the Xcast, Doug and Val have a spirited chat with creative journeyman, artist and performer John Masse to understand how creative is vital to everything in life.

What happens when you put two InVision employees from totally different generations, backgrounds and functions together in a mentorship program? Barriers fall, differences fuel refreshing insights, and the outcome creates a two-way street of career inspiration and lifelong learning. Join Doug Binder, Senior Creative Director, and Emma Hardy, Associate Producer, as they delve into their mentor-mentee partnership, and share valuable advice for anyone looking to embark on their own career mentorship transformative journey.They Cover: - How to navigate an evolving mentor-mentee relationship- The importance of clear expectations, open communication, and regular meetings- Goal setting, resource sharing, and leaning into a continuous learning mindset

"Can events actually be sustainable?" Event professionals have pondered this question for years. While we've come a long way to reducing the environmental impact of events through various green practices, we're left to wonder if events can truly be sustainable. Our panel of experts, led by InVision's Strategy Director Evan Strange, Executive Creative Director Molly Hodge, and Creative Director Michelle Bartosiewicz, share valuable insights and explore actionable strategies to make events more eco-friendly. Former VP of Marketing at Oracle and sustainability advocate Paul Salinger also joins the conversation, highlighting his journey and emphasizing the integration of sustainability into corporate event planning for a greener future.

Synergy between the creative minds that conceive groundbreaking ideas and the technical wizards that bring them to life is the driving force behind captivating brand experiences. Join us as we delve into the insightful conversation between industry experts Jude Braunstein and Doug Binder, exploring the key lessons and strategies at the core of this collaborative journey.They Cover:- The importance of  trust, transparency, and alignment of goals between creative and production - Balancing Creativity and Practicality- Human-Centric EngagementListen now and don't forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights.

Over the past few years, we have witnessed a remarkable transformation in the way businesses connect, collaborate, and thrive. With the onset of the global pandemic, Digital Communities have emerged as essential platforms that have propelled B2B companies forward. In this episode, we will explore why these communities are more important than ever, and how they have become a catalyst for growth, innovation, and success in the B2B landscape. We'll answer the question: Are Digital Communities a new marketing channel? Listen now to hear part 1 of Laliv Hadar, VP, Marketing, InVision Communications, and Michael Cooksey, Head of Qualtrics XM Community, Qualtrics's discussion on how brands can grow digital communities, best practices, how to measure success – and so much more. Don't forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights.

Over the past 18 months, marketers have rapidly transformed their channel mix to develop alternative ways of influencing their key audiences. These changes have been driven by the evolution of audience needs and expectations in changing times – audiences who have all become digital natives.What's at stake? Earned Engagement – planning for and measuring how we earn the attention of our key audiences in changing times.You will learn:What is the "Engagement OS" system and how it delivers earned engagement How the Engagement OS can help position your brand to best engage your customers In Part 2, Laliv and Michael continue with the conclusion of their podcast conversation, where they delve deeper into measuring the ROI of communities and quantifying their revenue impact, tips to learn how B2B brands can ensure the longevity of their communities, and guidance for those looking to start their own. 

From Everything Everywhere to Something Nowhere All at Once.Three years ago, the world shut down. InVision's Doug Binder and Corey Burton are still trying to make sense of it all, especially when it comes to their passion for creating events. Hold on tight for a spirited journey back in time, from ballrooms to video calls to hybrid to whatever comes next.Listen now to hear stories from Doug and Corey on building resiliency in face of the Covid-19 crisis. Don't forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights.

It is no understatement to say the pandemic has changed almost everything we know about conducting business. While this disruption has been difficult, there is a group of individuals carving out a unique space in the marketplace, that will increasingly require your attention, BETA Buyers.  These young professionals have specific expectations of brands. Join InVision's Carson Bell and John Emmaneel in a conversation about the state of BETAs, and how organizations can ensure they are speaking their language and understanding their lifestyle.What you'll learn: – BETA Buyers- who are they? – How to speak BETA, and why– How this rising B2B buyer impacts your organization  – What BETAs mean for the futureListen now and don't forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights.

Getting Strategic with Sales EnablementHow to make enablement a critical part of your organization Research from sales professionals on driving productivity reveals that selling is harder now  than before the pandemic. Buyer behaviors are ever-shifting as customers vacillate between digital and in-person connection and consumption habits. What's the key to ensuring your sales organization is setup for success in this challenging environment? A strategic and effective sales enablement program that's highly embedded in your organization!  Join InVision's VP of Marketing, Laliv Hadar, and Slack's Senior Manager of Global Enablement Programs, Ashton Williams, in a conversation about the state of sales enablement and how organizations can ensure they are setup to drive high performing sales teams – and results.  What you'll learn: Trends in the buyer landscape impacting sales enablement programsPartnering with management to drive success and playbook adoptionEnsuring that enablement is strategically aligned to sales goalsHow enablement ladders up to brand purposeListen now and don't forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights.

When we think about creative for the experiential and events industry, many might imagine the POW. The WOW. The flashing lights. The “ooohs” and the “ahhhs.” But what some might not know is that a lot of thought, research, strategy, brainstorming and curating went into that powerful broadway-style opener for a large user conference. Creative needs to be grounded in purpose, it needs to have meaning, and it needs to map back to the company's objectives, or you might not see a positive ROI when all is said and done. And that's where the red thread comes in…Join InVision's power team, Molly Hodge, Executive Creative Director; Creative Director, Michelle Bartosiewicz; and Evan Strange, Strategy Director, as they discuss the meaning behind the red thread and why interweaving strategy and creative is critical to designing and executing impactful experiences that move your audiences to action.What You'll Learn: – The creative process behind designing experiences – Leading with strategy builds a strong strategic foundation for creative– Case study examples of successful red thread pull-throughs

Now that IRL experiences are back in full-swing, brands need to establish the “new normal” that treats sponsors as partners, and places the needs and behaviors of the evolved B2B buyer at the heart of sponsorship strategy. The result? Greater value for sponsors, a curated experience for attendees, and a higher return on experience (ROE).Join InVision Senior Strategist, Phil Stanley and Event Marketing Partners Managing Partner, Gordon Stake as they discuss how we're working with our clients to build the new sponsorship model, focused on the collaborative development of sponsorship opportunities that serve the objectives of both event owners and the sponsors.What You'll Learn: – Weaving sponsors into a cohesive, overarching story– Leveraging new content delivery opportunities and guidelines– Driving meaningful moments of interaction – 1:1 and 1:few– Taking ownership of how sponsors and exhibitors show up at eventsListen now and don't forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights:

A lot of companies in 2022 returned to in-person and hybrid programs. While many picked up where they left off before the pandemic—reconvening their user community in one location, albeit with smaller audiences—ServiceNow used the opportunity to take a different approach for their large, 16-years-running program, Knowledge. Rather than bringing their user community to a single location, they took their hybrid user program on the road instead.Guest speaker Nellie Greely from ServiceNow shares:Why they took the non-traditional approachHow they delivered consistent messaging while localizing the experienceLearnings and best practicesThe future of Knowledge moving forward

How have two years of primarily virtual programs permanently impacted the landscape for in-person events? Our very own Lynn Kafka from the Client Services team is joined by Dilayna Ventura, Head of Special Events and Recognition at Amway North America. Together they'll discuss the return to live events, Amway's hybrid approach to Achievers '21, and more. You will learn: Amway's event strategy for its unique IBO audience  Its content share approach for both virtual and in-person attendeesHow brands can successfully deliver a multi-pronged approach to events moving forward

In the spring of 2020, unemployment hit an unthinkable 15%, the highest in 70 years (U.S. Bureau of Labor Statistics). Lynn Randall, Senior Strategy Director, InVision Communications discusses with Stephanie Harris, President, Incentive Research Foundation (IRF) the current state of the human capital management crisis and how the role of incentives and recognition can help solve the issue to increase employee engagement.You will learn:Statistical and research data that explains why the Great Resignation is happening in the workforceActionable steps on how to address the issues by using employee incentives and recognition

Influencer marketing is well established in the B2C space, yet how are brands leveraging influencers to best engage audiences in the B2B realm? Join Laliv Hadar, VP of Marketing at InVision, and Rani Mani, Digital Media Customer Communications Lead at Adobe, as they discuss the world of B2B influencer marketing.You will learn: What B2B influencer marketing is, and how it differs from B2CAdobe's B2B influencer marketing strategyHow influencers can help humanize B2B brandsThe current state and future of B2B influencer marketing How brands can create an influencer marketing program of their own

The competition for developers between industrial companies and tech brands has long favored tech giants such as Google, Facebook, and Microsoft. However, the tech worker is vital to the industrial sector as brands take on digital transformation to keep up with market demands.Join experts in Strategy and Business Development at InVision to learn what's driving this talent gap, and how industrial brands can begin correcting for it today.You will learn:What's driving the competition for tech talent: pre-pandemic and present dayStrategic opportunities for industrial brands to take advantage ofActionable steps to build a more developer-friendly culture to attract the right talent

In today's climate when in-person gatherings are still in limbo, fostering a community and bridging connections between brands and audiences is still more important than ever. While experiential marketers are much more versed today in digital engagement than they were two years ago, the landscape continues to morph. Join InVision's Eileen Page, SVP, Digital and Ray McCarthy Bergeron, Digital Experience Director, as they take us through a series of case studies and technologies that pushes digital boundaries, enabling a much more connected and immersive experience.You will learn:Case studies on how brands are successfully building communities by rethinking their digital engagement strategies.Four critical technologies that are shaping the way marketers are building their event strategies—networking, real-time data gathering, untethering your audience, and 5G.How to leverage said technologies to cultivate communities and amplify engagement.

With 41.5% of American adults having symptoms of anxiety or depression (CDC), understanding the fragility of our attendees' mental health is something event professionals need to consider as we build experiences in 2021 and beyond. In episode two of our IVC podcast, Senior Strategy Director Lynn Randall and Creative Director / Strategist Lauren Rice discuss the current state of human capital and employee engagement and share actionable insights for you and your team to consider.You will learn:1. Ideas for creating a "mental health oasis" at your events2. Tips and tricks for dealing with everything from "The Great Resignation" to our changed buying habits

Over the past 18 months, marketers have rapidly transformed their channel mix to develop alternative ways of influencing their key audiences. These changes have been driven by the evolution of audience needs and expectations in changing times – audiences who have all become digital natives.What's at stake? Earned Engagement – planning for and measuring how we earn the attention of our key audiences in changing times.You will learn:What is the "Engagement OS" system and how it delivers earned engagement How the Engagement OS can help position your brand to best engage your customers