Building Your Brand Through Events with Mark Kilens
Mark Kilens is Chief Marketing Officer of Airmeet, a virtual and hybrid event platform. While it\u2019s been a challenging couple of years, events of all kinds\u2014virtual, hybrid, and live\u2014are critical components of the content marketing landscape. Mark and I discussed all of this and more, this week on the On Brand podcast.\n\nAbout Mark Kilens\nAs Chief Marketing Officer of virtual and hybrid event platform, Airmeet, Mark Kilens leads a global team of marketing professionals who are working to advance the event-led growth movement across the B2B events category. Kilens has 15 years of marketing leadership experience. His main goal is to help global businesses engage and grow their customer base through event-led growth practices. This consists of using immersive and integrated events across the entire customer journey to create a highly personalized digital experience.\nPrior to joining Airmeet, he served as VP of Content and Community at Drift, and oversaw Drift Insider, a community of 50,000+ members. He also previously held the title of VP of Marketing at HubSpot and went on to build HubSpot Academy from the ground up, which led the company to surpass $600 Million USD in revenue.\n\nEpisode Highlights\n\u201cWe need to expand our definition of events,\u201d Mark began. \u201cEvents include webinars and online events as well.\u201d Mark went on to talk about how podcasts are events as well.\nChicken or egg? In talking about the interrelationship between content and events, Mark posed a classic chicken-and-egg question: what should come first\u2014the content or the event? Mark made a case for both. \u201cIt really depends on what you\u2019re doing with your event.\u201d\n\u201cIf there\u2019s one thing to do differently in your events \u2026\u201d I love this type of statement from a guest. Mark suggests that we need to spend as much time planning the event as we do producing and promoting it. This adds up to time well spent as you dig deeper on what your event is and who it\u2019s for.\nWhat brand has made Mark smile recently?\xa0\u201cPatagonia\u2014I just love the brand and the product,\u201d Mark noted. \u201cPlus they\u2019re picking a side and that\u2019s important in branding today.\u201d\nTo learn more, you can connect with Mark on LinkedIn and Twitter.\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices