So is this, uh, are these, is this, uh, uh, the whole background, is it a lead gen type of event? Is it more of an educational type event? Is it a get our name out there, get our brand out there type of event? What's the overarching reason for putting the event together?

So the place we started from is what is the guest experience we wanted to deliver? And is that a guest experience that people get really excited about and tell their friends about? Because we figured if we could get 30 to 50 people to come in and we just give them a great guest experience, then we're set up for the second year, third year, and fourth year.

And I think most events, it really got good at, like, the fourth, fifth, sixth year.

So you gotta be willing to play a little bit of a long game.

Now, you gotta make that first event as, as good as it possibly can be.

So I think we started there.

People were talking about, is it lead gen? Is it branding? Is it...

[laughs]

Did you try to bring those forward to this new team? Did you have like a big kickoff with the group or what was that the first couple of days like as you joined?

Uh, okay.

So certainly there was a kickoff, like a meet the new CEO.

Sure.

And certainly the first thing everyone in the company thought is, well, what happened to the, what's happening to the other guy? Right.

Right.

Even though he was there to introduce me.

Right.

So let's take a step back here and go, okay, let's talk about what is it? What are we even talking about right now?

Okay.

L- let's take this, let's even step away from, like, marketing, websites, business.

Let's just start with something probably everyone can relate to, which is when you have a new medicine, how do you make sure the medicine actually works? Maybe you have a cancer drug, cancer treatment.

Um, you could just guess.

You could give it to a bunch of people and then say, "Did they get better?" [chuckles] But you wanna make sure it really works.

So what do you do? You get 100 people.

[laughs]

Healthcare has its own boundaries and difficulties in general.

And so what most of the time, the winning proposition in those businesses, you need a big moat You want to get there early and you don't want partners.

You want to lock everyone else out and build walled gardens.

So anyway, CRO is a horizontal business.

Now, not every business is suitable for CRO or a good fit or even a great fit, but it is a true horizontal business.

And if you can figure out how to make a shoe company convert better, by reducing cart abandonment, first of all, it probably works for a lot of shoe companies, even ones that are not based in the US.

Second of all, there's a decent chance it may work for a, I don't know, someone selling water bottles or someone selling t-shirts.

Let's start there.

One

is...

Maybe just a really simple way to understand your audience, and I'm going to oversimplify here, is to divide the world into high intent and low intent.

For example, high intent, if someone types in the name of your company and clicks on a link, by the way, I don't think it even matters so much whether it's a paid sponsored link or an organic.

Let's choose a payroll company like Workday.

and they say Workday software, and they go to the Workday page, that's pretty high intent traffic.

They were looking, they already had you in mind.

Oh,

So is this, are these, is this the whole background? Is it a lead gen type of event? Is it more of an educational type event? Is it a get our name out there, get our brand out there type of event? What's the overarching reason for putting the

event together? So the place we started from is what is the guest experience we wanted to deliver? And is that a guest experience that people get really excited about and tell their friends about? Because we figured if we could get 30 to 50 people to come in and we just give them a great guest experience, then we're set up for the second year, third year and fourth year.

And I think most events, it really got good at like the fourth, fifth, sixth year.

So you got to be willing to play a little bit of a long game.

Now you got to make that first event as good as it possibly can be.

So I think we started there.

Is it lead gen? Is it branding? What is it? It's just what is a guest experience that we wanted everyone to get? Now, our audience are marketers at B2B companies.

You guys kind of have in these workshops, are there specific goals or things that the people who attend will come and do and leave with it completed or leave with the knowledge to go complete it when they get home? What does that look like?