In my latest episode of The Revenue Room podcast, I sat down with Narisa Wild, Chief Digital Officer at Clarion Events North America, for a dynamic discussion about the future of B2B events and media. According to recent research from UFI's Global Exhibition Barometer, digital transformation has become more than just a buzzword – it's a critical journey that organizations must navigate thoughtfully to remain competitive in the events and media industry.
Transforming the Customer Experience in B2B Events
"It's not about us - it's about the customer," Wild emphasized early in our conversation, challenging the traditional approach to digital transformation in events. This simple yet powerful statement sets the tone for her entire philosophy about organizational change. As highlighted in McKinsey's latest digital transformation report, rather than viewing digital transformation as a technological upgrade, organizations must see it as a fundamental shift in how they serve and connect with their B2B customers.
Building a Customer-Centric Digital Strategy
Wild's comprehensive framework is built on three essential pillars:
-Customer-focused digital initiatives
-Internal culture transformation
-Operational agility in event technology
In our discussion, I emphasized how the concept of "customer" extends beyond traditional boundaries. From my experience working with numerous organizations (as shared in a previous blog on customer-centricity), I've observed that companies should consider all different stakeholders, including their employees, as customers. Successful companies understand that the definition of “customer” is broad and wide.
Implementing AI and Event Technology
When it comes to artificial intelligence in events, Narisa’s approach stands out for its practicality and focus on tangible results. The latest CEIR research states that 83% of event professionals are now incorporating AI. At Clarion, AI isn't just a shiny new tool – it's a means to solve real business challenges -internally and externally - while enhancing how revenue is captured, retained and grown and how the event experience is improved in meaningful ways.
AI-Driven Event Sales and Engagement
One of Clarion's innovative AI initiatives involves partnering with 60 Seconds, a platform that combines bespoke video creation with AI messaging to power the entire customer journey. Narisa shared how this technology has transformed their top-of-funnel prospecting by creating highly personalized video outreach that adapts based on the sender and recipient. For example, a sponsor outreach might come from one team member, while an attendee outreach features an executive vice president from that portfolio – complete with their face and voice speaking directly to the recipient. This personalization has led to significantly higher engagement rates.
Narisa then shared another transformative AI implementation: their "second screen experience" powered by Rozie AI. This solution addresses a critical challenge at large events – how to help attendees extract maximum value when they can't physically attend all relevant sessions, which can number over 150 at a single event.
The system works by providing real-time, contextual summaries of sessions that include:
-Key insights from each presentation
-Relevant social media discussions about the topics
-How these topics are being discussed in the broader industry
-Integration of audience reactions and feedback
At the end of each busy event day, attendees receive a comprehensive debrief. As Narisa explains,"Imagine you've gotten your 27,000 steps, you've met with 12 people on the show floor, you've had your one-to-one meetings, you've attended maybe three sessions, you've stood in line at Starbucks for 14 minutes for a coffee. You're absolutely whipped. Now you've got to go to the opening reception and you get an hour back at your room. You get delivered your debrief for the day." This debrief helps attendees stay informed about everything discussed at the event, including sessions they couldn't attend in person.
I love these two use cases…they are keepers!
The Future of B2B Events and Digital Media
According to Deloitte's 2024 Events Industry Outlook, several key trends are shaping the future of events and media. As PwC's latest research on Gen Z in the workforce indicates, we're experiencing what I characterized as "the tsunami of change."
Next Generation Event Experience
The evolution includes:
-Integration of AI and machine learning
-Enhanced data analytics for attendee and sponsor insights
-Advanced marketing automation to deliver hyper relevant and personalized messages
-Agile end-to-end customer journeys fueled by next-generation digital platforms and tools
-Real-time and predictive response mechanisms to anticipate customer preferences and needs
Conclusion: Shaping the Future of Events and Media
What makes Narisa’s insights so valuable is their practical nature combined with a clear vision for the future of B2B media events. For more insights from industry leaders, check out our full podcast series on digital transformation in media and events.
To dive deeper into these insights and learn more about the future of events and media, listen to the full conversation with Narisa Wild on The Revenue Room™ podcast. The discussion includes additional examples, practical implementation strategies, and valuable lessons from her extensive experience in digital transformation.
