In this episode of Event Experience by Bizzabo, host Rachel Moore sits down with Ghazwan Almoazen, Director of Global Events Demand Generation and Communications at DocuSign, to explore how event marketers can create experiences that truly resonate.
Ghazwan reveals what it takes to cut through the noise in today’s competitive events landscape, where empathy, creativity, and strategy collide. From harnessing the star power of celebrity speakers to designing interactive live demos, he shares how to transform events into powerful demand-generation engines.
You’ll hear his candid perspective on the role of AI in event planning, not as a replacement for human expertise, but as a supportive teammate that frees professionals to focus on connection and creativity. Plus, Ghazwan unpacks how incentives, sales enablement, and structured networking can spark meaningful engagement that lasts long after the event ends.
Listeners will walk away with fresh insights and practical takeaways for building events that not only boost attendance but also inspire loyalty and lasting relationships.
Whether you’re looking to supercharge your demand generation strategy or reimagine how you connect with audiences, this episode is packed with actionable ideas to elevate your events.
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[00:00:00]
[00:00:05] Welcome to Event Experience by Bizzabo. The podcast where we bring the best and brightest event experience leaders together to share stories, tips, and lessons learned from creating some of the world's biggest event.
[00:00:17] I'm Rachel Moore, your podcast host. This episode puts the 'and' in demand as our guest director of Global Events Demand Generation and Communications at DocuSign, Ghazwan Almoazen, walks us through the fundamentals of demand generation in today's event industry.
[00:00:35] We talk about empathy, we talk about communicating with sales with the same care we use for attendees, and yes, we even talk about AI and some excellent takeaways to make sure it's a helpful colleague and never a replacement for your expertise.
[00:00:50] All of this adds up to a whole ton of Event Experience.
[00:01:01] Rachel Moore: We're back on Event Experience by Bizzabo.
[00:01:04] Rachel Moore: I'm back with you, your host, Rachel Moore. We actually are welcoming back someone who you might have recognized. You might recognize from being on a prior, uh, webinar for Bizzabo that happened to be about email marketing.
[00:01:16] Rachel Moore: Something we all need and love and enjoy. But we're having him back on today. It's been a little bit since that and we're gonna get into some other topics with him that relate to, you guessed it, the events industry.
[00:01:29] Rachel Moore: Let me do a little intro of our guest. With over 12 years in the events industry, he brings a deep passion for driving business growth through results oriented strategies that align with broader company goals. It's always good when we can do that.
[00:01:42] Rachel Moore: He is the Director of Global Events Demand Generation and Communications at DocuSign.
[00:01:48] Rachel Moore: I'm very pleased to welcome back to a Bizzabo event, Ghazwan Almoazen. Ghazwan, thank you so much for joining us back here for Bizzabo.
[00:01:56] Rachel Moore: Thanks.
[00:01:57] Ghazwan Almoazen: Thank you, Rachel. Thanks for having me. Super excited to be here and be back with Bizzabo.
[00:02:01] Rachel Moore: All right, we're gonna get into some Get to Know You questions.
[00:02:04] Rachel Moore: And uh, I believe I asked one of these questions to you back when we did that webinar, but, uh, the answer might have changed. So, this could be new, new information.
[00:02:12] Rachel Moore: When you are spending a whole day, uh, long day on the ground at an event, what shoes are you trusting for your feet?
[00:02:19] Ghazwan Almoazen: yes, I remember that question. I trust New Balance and On Cloud now.
[00:02:26] Rachel Moore: Nice.
[00:02:27] Ghazwan Almoazen: ' Cause I need to be comfy. It's a long, it's long hours it day or two, it's long hours.
[00:02:33] Rachel Moore: I know, and I, I feel that coming through your voice right now, you're like, "Listen, it's a long haul and you need to be able to, your need to be cozy."
[00:02:42] Ghazwan Almoazen: And I just came from an event two days ago where I had to be like wearing my comfy shoes over three days. Like, I just went to be comfy so I can function better.
[00:02:51] Rachel Moore: Gotta protect those feet, folks. That's right. Excellent recommendation.
[00:02:55] Rachel Moore: Is there anything that you're listening to, watching or reading these days that you can't put down? And it does not have to be related to events.
[00:03:01] Ghazwan Almoazen: Absolutely. When I like to binge some shows here and there when I have the time. Recently, I've been binging the My Friends and Neighbors. Very great show on, uh, Apple TV. Gets me more always engaged. But what's gonna happen next? What's gonna happen next?
[00:03:16] Rachel Moore: That, well, that's the best kind of binging, right? You're like, I gotta, I can't go to bed. It's 2:00 AM I gotta keep going. Because what, what might go next? I love that, that's the perfect binging show.
[00:03:24] Rachel Moore: Is there a particular social post or a piece of media or even a hot take about events that you have found interesting lately?
[00:03:31] Ghazwan Almoazen: Yeah, lately I've been reading the Freeman Trends Report Events. And they were talking about the celebrity speaker value would everyone bring in celebrity speakers. Now, or almost everyone bringing celebrity speakers to their event. Is that really valuable, worth they spend? And what's in it for the, not only the company that bring in the speakers, but also the attendees.
[00:03:53] Ghazwan Almoazen: From my experience, I've seen that celebrity speakers, they bring up attendance rate more than registration rates.
[00:04:01] Rachel Moore: Interesting.
[00:04:03] Ghazwan Almoazen: Yeah. Because now that everyone, they have access to all celebrities on all the channels online. You name it. They can grab 20, 15 minutes wherever they want agent, listen to them talk about any topic.
[00:04:16] Ghazwan Almoazen: But the in-person experience when they sitting in that keynote room or that session and they're interacting with them and maybe doing some nice little meet and greet after for our top customers and top account. This is the key factor where it's like really valuable for both ends.
[00:04:33] Rachel Moore: I think it's so interesting you mention that, that, gosh, it feels like, and I say this as someone who's hosting recording this podcast right now, it feels like everybody famous has a podcast now. So, you can already like the accessibility. There's like, well, they're right there. I can just flip 'em on and listen to 'em.
[00:04:46] Rachel Moore: But you're right. Like. I, and I feel like I see that a lot too. I even saw some today on my social feeds where you do, you get people, they're able to be in the same space and get that selfie and that's something they can't get just by watching their movie or seeing an interview somewhere, but if they're in the same room...
[00:05:02] Rachel Moore: what do you think though, too about like celebrity speakers? I always just wonder when there's like, it feels like there are a ton of mental gymnastics sometimes be like, how does this celebrity fit this event purpose or topic? Do you see that or do you feel like people do an okay job of making sure that the speaker celebrity aligns?
[00:05:22] Ghazwan Almoazen: I see it all the time. Especially when I hear to them listen at events. So, it's part of the speaker's prep before the event that we kind of find that hook between their story, whatever, it's the business, the side business they run, or the acting career they have, whatever it is, and then how we can tie it back to their product, to the company that hosting that event.
[00:05:47] Ghazwan Almoazen: I've attended events without calling names, where the actress just spent 35 minutes just talking about her brand, her career, her recent shows, this and that. I'm like, okay, this is great, but when are you gonna actually mention or tie it back in to the event that we're all sitting in this keyhole, you know?
[00:06:07] Ghazwan Almoazen: This is kind of, I feel like it was like a, that could have been done better.
[00:06:11] Rachel Moore: Agreed. Agreed.
[00:06:12] Rachel Moore: Well, uh, yeah, excellent insights. So word to the wise, yeah, if you're using the celebrity speakers, it's really interesting to hear, you know, how that it does impact the attendance rate versus the registration rate.
[00:06:21] Rachel Moore: So, thank you for that. That's super interesting.
[00:06:23] Ghazwan Almoazen: Mm-hmm.
[00:06:23] Rachel Moore: I'm super excited.
[00:06:24] Rachel Moore: I, actually to pull up the, uh, notes from that webinar, which was a great one. I think email marketing is always a, something we all have to tackle on repeat when it comes to events. And I just barely skated through your bio there. I know there's way more to it. I would love toss it back to you.
[00:06:41] Rachel Moore: Can you, in your own words, acquaint our audience with what's your role like at DocuSign? What's your day to day? Tell us a little bit more about what you do there.
[00:06:49] Ghazwan Almoazen: Absolutely. It's never a dull moment or a dull day in the world of events in DocuSign or any other company, as our listeners would know. There's all of these challenges, the ups, the downs, the learnings, the curves, the last minutes, and unexpected, and the unexpected.
[00:07:03] Ghazwan Almoazen: At DocuSign, I kind of manage all the communications, demand gen, all acquisitions plan strategies for our first party events. For example, our flagship customer events momentum that happens in New York every year in springtime.
[00:07:17] Ghazwan Almoazen: And also, responsible for our third party activations like Dreamforce. We have a huge presence at reinforce every year. And then this is where we also connect with our customers and prospects. And then walk them and talk to them about our integrations with Salesforce and Asian Force.
[00:07:34] Ghazwan Almoazen: So East Coast, West Coast, we keep everyone busy. We keep everyone engaged and learning about the latest and greatest from DocuSign and the Intelligent Agreement Management that we launched last year.
[00:07:45] Rachel Moore: So, you're not busy is what you're trying to say?
[00:07:47] Ghazwan Almoazen: Pretty much.
[00:07:48] Rachel Moore: You're like no, opposite. I mean, just like any other event planner, it's like "Woo! everywhere, all at once."
[00:07:54] Rachel Moore: I'm so excited we're having you on too because and it's in your title. So, if all of you are listening, I'm about to refer to something where, gosh, this word is loaded. The word 'demand'.
[00:08:03] Rachel Moore: I think all of us as event planners would love to demand that people attend our events. We're like, "I demand that you be interested in my event marketing" and that "I, I demand that you come to our event or attend our event."
[00:08:14] Rachel Moore: But generating that demand feels like a Mount Everest type of goal for event planners these days. How we can get attendees to feel like they have to participate in our planning and it's something that's their schedule and you know, their time and their money, it demands attention, right?
[00:08:30] Rachel Moore: I would love to let you just wax on here a bit. Can you share your approach to demand generation, like knowing that's a key function of your role at DocuSign? Like, how do you generate demand? What's key for you about that?
[00:08:43] Ghazwan Almoazen: Absolutely. And things got harder and harder after COVID on many levels. Attendees now they face, for example, travel challenges. They have all the budget restrictions. They're provided with like so many options at so many events to choose from and attend springtime and fall time and even like throughout the year.
[00:09:02] Ghazwan Almoazen: So, they have to pick and choose where really they want to spend their time. And thirdly, their expectations has gone really higher and higher. We've seen from the latest and greatest from all the events, industry events in 2025 and even 2024. Their bar has been go higher and higher from not only from the content, but from the onsite experience itself, pre-event, onsite and after.
[00:09:27] Ghazwan Almoazen: All of the things that people are expecting now to see at events and wanting to see and looking forward to, they pushed everyone out of their comfort zone. Ask them to think more strategically and more into like how they want to create this emotional connection.
[00:09:42] Ghazwan Almoazen: Like you said, demand is just, it's not the easiest thing to create that, but it's goes beyond the demand. What's the hook? What's in it for them? That they wanna leave everything behind and join us for a day or two, or even three, among their busy schedule from between life and work and all things.
[00:09:58] Rachel Moore: I think, and you just hit on it too, they've got all, I mean, really it's, we just keep harping on the word, they have all these other demands for their time, expenses, there are barriers. Even with post COVID, we're back in the world. We're able to all join together. But, gosh, things move fast, things change.
[00:10:15] Rachel Moore: There's geopolitical, socioeconomic, all these things that are going on and impacting what those barriers are, right? And as you said, even as those barriers are increasing, their expectations are increasing.
[00:10:28] Rachel Moore: So, you better be generating that demand in some interesting new innovative ways that can just spark their interest, right? Like it's, this is not normal anymore.
[00:10:38] Ghazwan Almoazen: Absolutely.
[00:10:39] Rachel Moore: Hmm. What are some of those things like, that you're seeing that people like are finally getting wowed by like, I guess I'm asking are there any tried and true things that you're finding, they're like, "Hey, if you offer this, this is an automatic demand generation" or does, is it not working that way, really?
[00:10:53] Ghazwan Almoazen: For example, they're all looking for to have live demos. In the, within the keynote. That's something that scares most of the event planners. 'Cause like inserting a live demo with our executive on stage, it definitely has its risks, advantages, and disadvantages.
[00:11:08] Ghazwan Almoazen: But the advantages outweigh the disadvantages for sure, big time. People love to see things in action. Especially if it's presented to them by other customers. It's gonna hit on land harder and better than if they just heard it from through a slide, for example.
[00:11:24] Ghazwan Almoazen: And then interaction activations, gamifications in the expo area. They wanna be able to connect to their peers, to their networks, to the other like, product, like the sponsors and all of the folks in the expo area. They wanna have, what's the benefit for them? What's in it for them to hear that demo or to listen to that, you know, people going on to about our products is great, this is what can I help you with. They wanna go beyond that. It's solving a problem with them. What's the problem that it could solve for them that's worth their time to spend some time?
[00:11:54] Ghazwan Almoazen: And then learning more about and then adopting and using forward. And then, how we can build on that after the event. So, it's not a moment in time that ends or after the event ends and they get the survey, and they have goodbye, and this is it.
[00:12:07] Ghazwan Almoazen: It's continues. It continues throughout the year. It's a lot of work between the marketing teams, the field sales teams, customer success teams, the product teams. Everyone should be coming together to making sure to carry that story over for the months after the event.
[00:12:23] Rachel Moore: Wow. And you, you said, I wanna hit a little bit on. A couple things you said too. It sounds like, in addition to, again, rising barriers, which is leading to more, greater and greater expectations. I want to get more out of this since I am, you know, maybe sacrificing a bit more to get to this event or attend or participate.
[00:12:41] Rachel Moore: And then, so the content while it's there, they're like, no, I don't want platitudes on slides. I want you to show me what you're offering me right now. It's like cut through the noise. Give me this thing now I came here to see it.
[00:12:53] Rachel Moore: So almost like they kind of again, are demanding a little bit like, I wanna see this right now. Don't just tease me out too much, right?
[00:13:00] Rachel Moore: Like, they just show it to me straight out.
[00:13:02] Ghazwan Almoazen: Absolutely. I've attended an event recently where the demo was like, there is zero speech from anyone. They asked the attendees to walk, like, to stand in a circle, and they gave each one of them a disc. They will insert that disc and then it'll represent a different line of business.
[00:13:17] Ghazwan Almoazen: So, five of us with different light on businesses and they were like, the minute we insert the disc, the screen will light up, will show us all the information about that product and how we could use it for that line of business. And then, so on and so forth in turn until all fives are done. And then, everyone has given like a little swag or little prize for their participation in that demo.
[00:13:36] Ghazwan Almoazen: Zero interaction with any salespeople, just nothing but interaction, interaction and fun.
[00:13:42] Rachel Moore: That is super interesting. Gosh, I'm like trying, I'm picturing that right now. I'm like, that is super out of the box and not like, "Oh yeah, just throw people in some chairs and get 'em, you know, someone talking from a stage, nuh uh."
[00:13:53] Ghazwan Almoazen: Exactly like, can you kind of hit two birds in one stone? You network with other folks in the event, plus you kind of got the demo like in few minutes.
[00:14:02] Rachel Moore: Wow, these, you're, you're blowing my mind here. This is wild.
[00:14:05] Rachel Moore: So, these are already some great insights too. I wanna ask you, you mentioned flagship events, um, and, you know, as part of your work that you do with DocuSign. I definitely want to help any of our audience who are also responsible for executing flagship events to get some insights here.
[00:14:20] Rachel Moore: How do you approach both in person as well as digital only communications and marketing to raise demand for those flagship events? What's your approach there?
[00:14:30] Ghazwan Almoazen: I put myself in their shoes.
[00:14:33] Ghazwan Almoazen: What's in it for them? Why would them wanna open my email, for example, for talking about the emails? Why would they open my email at first place? What's in it for them? What problem am I solving for them? How is the event is worth their time and effort from them scanning the emails to taking the extra step to go to the website and then register there?
[00:14:51] Ghazwan Almoazen: I try to make sure everything is seamless and smooth as possible. With the most amount of time that they could ever spend because everyone is busy. Most people are like opening their emails now on mobile. So, everything needs to be like optimized for not only for desktop but mobile and then scannable.
[00:15:08] Ghazwan Almoazen: Few minutes you get the value proposition about what's the event is about what's happening. How it can, can help solve this problem for me or that, and then am I really gonna have a great experience on site.
[00:15:19] Ghazwan Almoazen: We kind of try to paint all that pictures from throughout all the channels that we promote the event through their email, web, social, paid media. Even the sales, uh, enablement as well.
[00:15:30] Ghazwan Almoazen: So, this way they can already have an idea like, "Okay, this is interesting. I'm gonna spend some time on the website. I'm gonna learn about sessions, or I'm gonna learn about the keynotes, or they have some amazing speakers. I'm really interested in learning more about this topic, or this topic, or these kind of things."
[00:15:44] Rachel Moore: It's so easy for all of us. This is not the first time we brought this up on this show. Marketers get it. I think marketing people get it. Though, uh, sometimes we could even fall in this rut. The tendency to talk about, we're awesome. We made this. We offer this.
[00:15:58] Rachel Moore: Instead of saying, "what do you care? I need to get down to like, " how does this make you sleep better at night?" You know? Or how does this, the thing I'm, I'm trying to get you to pay attention to how is it gonna improve your life substantially. And how important it is to start there, and make sure that all of those communications on all of those channels like you just talked about, first and foremost is thinking of who is the attendee and why does this matter to them?
[00:16:23] Ghazwan Almoazen: And it's so easy, Rachel, to fall into that trap when the products team are working on their messaging and content. It's heavily focused about the company, about the product and all of that.
[00:16:32] Ghazwan Almoazen: But again, once they lock that in, I'm like, "Hey, I need to take a step back and then reframe that. So, it's like, customer first. It's solving problem for them in a way or that, so it's not all about the company, but it's more about the customer needs and how this event's gonna help them solve and help them do more things with less.
[00:16:49] Rachel Moore: Yeah. You brought up yet another thing that I think, we should dabble into here, sales enablement. That is so much easier said than done. It's so interesting too. I love that we're talking about this, 'cause I think, just on one of our prior episodes, like either the, one or two, uh, prior to this episode when it publishes, we talked about that a little bit too.
[00:17:08] Rachel Moore: This is hard. And again, it's like the word demand. It's so much packed into that. There's a lot packed into sales enablement. It's more than just posting, "Hey, I'm just gonna throw the details about the, you know, this event in a Slack or a Teams, you know, group where y'all can see it and now you're enabled."
[00:17:24] Rachel Moore: No. how do you accomplish effective sales enablement? Tell us what you do. Enlighten us, educate us, empower us, please.
[00:17:31] Ghazwan Almoazen: And for the record, it's hard at all the companies. Like whenever I talk to any counterparts who runs events, imagine a different company. It is the same common theme that they're all like trying to solve the mystery for. Like, we get it, sales are busy, they have less the quotas to head, especially end of quarter, they have other priorities.
[00:17:50] Ghazwan Almoazen: And then, we come on top like, "hey, I need this work with me to drive registration for this event and book meetings for that event on site with our executives." So on and so forth.
[00:18:00] Ghazwan Almoazen: At DocuSign, I kind of market to them the same way marketing to our customers. So, I create with them like those nice emails, with nice templates, not a nice social post that we share in our slacks and our common, like public sales slacks as well.
[00:18:15] Ghazwan Almoazen: I offer them like office hours so they can come and answer them any questions they have about the event registration content, booking meetings, all of the things. We walk them through everything. Like, "Hey, I know that you're busy. We have, I mean, things will make this easy for you. Here is everything that you could possibly ask for from invite invitation to campaigns, to the reporting to the assets that you could use, the outreach. All you have to do is just bake that into your current outreach to your customers, and then we can both win."
[00:18:45] Ghazwan Almoazen: And make sure that like, also train them that this is a year long conversation is not something that's gonna, mainly, happened two or three months before the event.
[00:18:53] Ghazwan Almoazen: So, we prep them to continue the convo that, uh, throughout the year as well.
[00:18:57] Rachel Moore: So, key there. And that's the theme too around sales enablement. It may seem very intuitive that, "Oh, well they're the sales team. They get why this is important. They get that this is a lead nurture, that a demand generation, that this is gonna help them convert to sales, help their goals, so that they're, you know, not in trouble, but rather excelling and succeeding."
[00:19:19] Rachel Moore: All seems very intuitive, but they're human beings. I mean, if you think about, I mean, gosh, when I think we can like both relate, we spend all day inundated with notifications. Through multiple things. Emails, and your, your messaging app or platform that you use for a company or clients. Then there's social notifications. Then there's like people around you. I mean, if you're in an office, that's one thing. If you're working from home, there's always distractions.
[00:19:45] Rachel Moore: So, you are realizing that you're like, I've to get their attention and retain it. I really love that you mentioned too, like even the office hours thing. I know that's, that there are other, um, event teams out there that probably do something similar. But, really acknowledging that these salespeople are getting pulled in multiple directions and maybe they just need throw 'em a rope, you know, and just be like, "Hey, you can show up at any time, we'll be here to help you answer that."
[00:20:08] Rachel Moore: I think that's super, uh, accommodating to be able to do.
[00:20:11] Ghazwan Almoazen: Yeah, and we do celebrate the ones who work with us the most on driving or booking meetings. We kind of make sure that they got the credit they deserve. So it's like a work, teamwork. It doesn't have to rely on one person only.
[00:20:25] Rachel Moore: Well, and incentivizing that too. That makes a ton of sense. That was something else too. I think we've heard, just those little tricks. It is so similar to marketing to an external attendee you want to entice to your event. 'Cause, like we said, we're all humans and we respond to incentives, we respond to positive affirmation, reinforcement, all that stuff.
[00:20:45] Rachel Moore: We all work the same way in that regard, regardless of if our job is to sell the actual product and help power the event or attend it. So, I love that you
[00:20:53] Rachel Moore: brought that up.
[00:20:55] Rachel Moore: We'll be right back with more event experience after the break.
[00:20:59] Ever wished your event badge did more than just display your name? Whether you're an event organizer, exhibitor, or attendee, Bizzabo's Klik Smart Badge transforms the event experience. From interactive networking to real time attendee insights and lead capture, the Smart Badge is the ultimate game changer. Visit bizzabo.com/click, that's B I Z Z A B O dot com forward slash K L I K to learn more about the next generation of wearable event technology. Bizzabo, your partner for building conferences that captivate. We're back with Ghazwan Almoazen to enable ourselves to enable sales teams for our next event
[00:21:43] Rachel Moore: Oh gosh. Here we go. We're gonna talk about the, uh, the lit, uh, topic that nobody can stop talking about or trying to cram into their keywords for literally everything we put out there. AI, let's go. Let's do this. Uh, we're gonna dive in. Are you ready? I'm ready.
[00:21:57] Rachel Moore: Can you touch on that topic for us a little bit? Talk to us about how your team uses AI. Not to get used by AI, but that you use it as the, the power player here, but how, how does that incorporate into your team and enlighten us here?
[00:22:11] Ghazwan Almoazen: We kind of adapt the mentality that AI is our new teammate. It's remote. We're never gonna meet, meet it, for face to face or join us at any event. But it's always there. It's always there for us. To work with, complain to, brainstorm with, uh, navigate through the things together.
[00:22:31] Ghazwan Almoazen: From event planning and then, creating like the messaging and then creating the campaigns that we wanna run for drive for the event, registration, to the follow ups, to everything that we do. It's nice to have that companion who's always ready and available to hear us. Whether at 8:00 AM or 8:00 PM there is always there for us to work with and then collaborate on.
[00:22:54] Rachel Moore: I am gonna put you a little bit on the spot here. Can you describe a prompt, an AI prompt you're pretty used to using to like, you know, get, get help in, you know, and whatever. It doesn't, doesn't matter what it is, but is there anything that you're like, yeah, I use this all the time with my AI.
[00:23:09] Ghazwan Almoazen: Yes. I always ask, what else am I missing?
[00:23:12] Ghazwan Almoazen: So, we all know what we know and what we're used to every day. But then, at the end, like, okay, there must be something new that I'm, I haven't think thought about, or some like a new trend that's happening that maybe others are using, and I haven't started yet.
[00:23:27] Ghazwan Almoazen: What else can do you recommend? What else am I missing? How can I make this better? How can I make this more engaging, more challenging, more beneficial for everyone. So they can respond the way I would like them to respond to this campaign that I'm building.
[00:23:42] Rachel Moore: I love that you do that. Now, I'm thinking of like different ways that I've gone to AI and it's interesting. I love that you said, you know, you can vent at it or yell at it. And you know, it's funny when you do that too 'cause it'll be like, "Oh my gosh, I'm sorry." and, you know, usually it's like super, it's very nice. It's very polite.
[00:23:58] Rachel Moore: And I'll be curious too, as people are now thinking like, what prompts have I done? And maybe I need to try some new ones. It really does speak do you feel like, it's pretty much incumbent, like any event planner out there, better know how to use it in some capacity at least, if they really wanna have hope for success moving forward. 'cause it does seem like it's permeating everything.
[00:24:16] Ghazwan Almoazen: Only if they want to get ahead. Cause now if you're not using AI, you are missing out on a lot.
[00:24:22] Rachel Moore: Yeah.
[00:24:23] Ghazwan Almoazen: It can help you on so many levels and so many things. All the way from strategy down to all the down ity tactics that we all try to avoid in our everyday work.
[00:24:33] Rachel Moore: Yeah, that's really, and that's really good advice. Better to embrace it and, but again, utilize it, let it be. I love that you look at it like a coworker, who's always on, you know. And, and I, I could totally get to like, there's probably there, there's probably a lot of, uh, rebuttal to that to say yes, but maybe some companies that there are, are saying "Yes! Look, It's coworker. I don't have to pay them. I don't have to worry about them sleeping and stuff. It's like true.
[00:24:58] Rachel Moore: But, um, there's still always going to be the human factor of event planners that an AI cannot take the place of. I'd love to ask you that too, like, if you just thinking about that whole kind of contention. What are some things that you're like, look human, a human is always gonna be needed for this aspect of events. There is no replacement by AI. What are some of those areas, or at least one area you can think of?
[00:25:21] Ghazwan Almoazen: Honestly, everything. I mean, I find it hard to believe that AI is gonna replace any role on the events team. It just the way how you train it to benefit you and to do more with everything on top of everything that you're doing, so you can save time, like hours to moments when you get, create whatever you're working on, whatever role you have on the events team.
[00:25:42] Ghazwan Almoazen: From budget to content, to planning data, uh, logistics, what creative, whatever it is. It's just the way how you train yourself to embrace it and then train AI to work with you, not against you.
[00:25:53] Rachel Moore: Love it. I love that. I mean, seriously, anyone who's ever had to go, you know, do a trade show or, you know, actually get on your hands and knees and go find where something's unplugged or plug it in or, or make sure something is screwed in tightly or whatever. AI ain't doing that.
[00:26:08] Rachel Moore: There's we're always gonna need that manpower, but there's always gonna be that human expertise that's always gonna be needed. So, so take heart, everyone listening, you know, embrace it where it's useful but know that you cannot be replaced, right?
[00:26:21] Ghazwan Almoazen: Absolutely. I only all believe that human expertise will top AI at any day. AI will just support the human expertise, but will not take over.
[00:26:30] Rachel Moore: Maybe to take the screenshots of when AI is going completely rogue, and you're like, what were you thinking? You know, those times when you do need to yell at it, just save those screenshots. Be like, cc, no, it's, it's not. It's not adequate. It's never going to replace me. It might just be good to keep those in, in a bank somewhere in like a folder.
[00:26:48] Rachel Moore: I wanna ask you one final question though, related to demand generation too. You mentioned like you're using website, email, you know, all the stuff that I think we all know the different omnichannel things we can use. Obviously different, based on your target audience for your events that you're doing, you might gravitate to some channels over others and things like that.
[00:27:08] Rachel Moore: Is there any channel, particular channel you're seeing, especially from your perspective? I'm talking just from for DocuSign and your events. Is there any channel that you're like, this one's really working well for us lately.
[00:27:21] Ghazwan Almoazen: I do and I think it'll work for anyone using, promoting any event. It's the end product itself. This is where your customers are every day using your product, using your platform, your tool, your solution. This is where you can get them fast and furious quickly.
[00:27:38] Ghazwan Almoazen: Imagine them DocuSign. Their signing an agreement or reviewing an agreement, and then they will get a popup. "Hey, wanna learn more about this functionality? Join us at Momentum Event, It's happening, and so on so, click to register." Quick and simple.
[00:27:52] Ghazwan Almoazen: This is where I see the most of inter engagement happens between all the channels that I cannot drive. And I feel if everyone, they kind of have the option to, to use that hidden gem channel, utilize it some more to engage with their audiences as well, reach them fast.
[00:28:08] Rachel Moore: This really does narrow down if you're, if you're working at a SaaS company software as a service or you know where you can, but you've gotta really work hand in hand then with the product team and make sure they get the marketing aspect of it, why we need this implemented into the, the, um, product itself so that our users do get that alert.
[00:28:25] Rachel Moore: Don't get it too often either or annoyingly, but that you're really strategizing with them as far as executing that within the platform. It's a just a genius idea.
[00:28:32] Ghazwan Almoazen: Mm-hmm. And then on top of that, they will have, always have the website promotion, the email promotions. But again, we know that like kind of emails engagement, it depends on also the content and then the, what else is happening on that week, week and that day and that time.
[00:28:48] Ghazwan Almoazen: And then, we have the availability issues from all the restrictions we've seen the last two years and so on and so forth. But that channels almost never fails for me when I'm running any campaign.
[00:28:57] Rachel Moore: I love that. And it's, it's very smart. And for anyone who is like, "Oh, we didn't even think about that." Maybe if you aren't doing it yet, do it. And if you are doing it, you're awesome.
[00:29:05] Rachel Moore: So, good job. You already nail it that.
[00:29:07] Rachel Moore: Final question, easiest question. Where can our listeners find and follow you online?
[00:29:11] Ghazwan Almoazen: On LinkedIn. They're welcome to connect with me, send me a message, say 'Hi'.
[00:29:16] Ghazwan Almoazen: I'm always happy to connect with folks and then answer any questions and help guide things over, and they need help with any side of the events, demand generation, communication, or field enablement.
[00:29:36] You can skill up with this next key takeaway from Ghazwan about how feelings play a part in every Event Experience.
[00:29:43] Ghazwan Almoazen: Try to create an emotional connection with your audience and tell your event. If you nailed that, you've nailed your event, it's gonna be a success. 'cause not only they will attend your event, but also they're gonna come back next year and probably they're gonna bring a friend or two from their company as well.
[00:30:01] Ghazwan Almoazen: And people, they don't come to event only to learn. They only wanna come to network and networking, they want structured networking, so it's easy for them to identify the folks who are using the same product or have the same problem and they wanna connect way in advance. So, now in then the mobile app, they have access to all the attendees and they can do the search by the keynote, by the company name, by the, uh, keywords. Anything that they are looking forward to learn more about, they can also start that conversation even a week before the event, uh, happens.
[00:30:31] Thanks again to Ghazwan Almoazen for joining us on Event Experience and thank you for listening. If you're enjoying the show, we'd love to hear it.
[00:30:39] Connect with us on social and Subscribe, Rate and Review us wherever you're listening.
[00:30:43] Also, don't forget to share the show with your colleagues and friends. You can find transcripts of each episode and key takeaways on bizzabo.com/podcast.
[00:30:53] On behalf of the team, thank you.
[00:30:55] We'll gather again soon for a new episode of Event Experience. [00:30:59]
