In this episode of 'UNSCRIPTED,' I talked with Karin Hausmann, a data-driven specialist in B2B audience acquisition, particularly for events.

🌟 Featured Speaker: Karin Hausmann 🌟

Karin is a senior marketing leader with extensive expertise in media, subscriptions, and events. Through her research named “The Gen Z Wake-Up Call”, Karin has a deep understanding of Gen Z’s purchasing behaviour and decision-making power based on research she conducted. This offers a unique perspective on how B2B event organisers need to adapt their marketing to resonate with this generation of event attendees. 

🤝  Connect with Karin on Linkedin: https://www.linkedin.com/in/karinhausmann/

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Platforms like Linkedin and TikTok, among others, are changing attention and consumption patterns, which is not just a consumer marketing issue; it is also impacting B2B audience acquisition, particularly for Tradeshows and other B2B Events.

We discussed some of the unique challenges of modernising audience acquisition practices as marketing landscapes evolve and fragment.

Karin shared her insights on catering to the Gen Z workforce from a report she authored, as well as the declining efficacy of traditional email marketing and the necessity of adopting new platforms and strategies.

We touched on the importance of consistent, long-term engagement, the value of conversation marketing, and the vital role of curiosity and continuous learning in staying ahead in the rapidly changing marketing world.

(00:00) Introduction and Guest Introduction

(00:52) Modern Audience Acquisition for Live B2B Events

(04:05) Resetting B2B Event Audience Acquisition Strategies

(06:40) Importance of Data, Event Analytics and Long-term Engagement

(08:32) Community Building and Marketing Dynamics for Events

(23:42) The Future of Event Audience Acquisition and AI 

(25:18) Conclusion and Final Thoughts

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