Category - Events

When Summit Gets Cancelled

an animation of a rocket circling and sputtering

Sometimes, circumstances happen outside of our control. Plans change, weather interferes, global health concerns arise … it’s just how life goes.

The Knak team has been planning for Adobe Summit for months, but last week, in the midst of travel concerns, the event was cancelled.

Adobe Summit isn’t alone. Facebook, UNICEF, TED, Amazon Web Services, and a host of other organizations have cancelled events across the globe. South by Southwest won’t take place this year, museums are closed, and sports teams are currently competing without spectators.

None of these decisions were made lightly, and Knak is just one of thousands of businesses who were affected by the Adobe Summit news. We’re definitely disappointed, though, so as the CMO, I have the unique challenge of leading the team through the aftermath of what was to be one of our biggest marketing events of the year.

Planning Ahead
We started planning for Summit in mid-2019. Many of our customers come to Summit every year, and we look forward to the opportunity to connect face to face and show them some love with exclusive events.

We also look forward to connecting with prospective customers. We invest heavily in Summit because the ROI is undeniable: we’re able to meet prospects in person, which often accomplishes the work of a few weeks of calls and emails, engage with people who don’t know about us yet, size up our competition, and connect with thousands of our fellow marketers all in one place.

It’s truly an “all-in” event for us. The connections we make at Summit lead to sales pipeline for months and even years to come, so when Adobe announced they were cancelling, I immediately started thinking about how to minimize the impact of the cancellation on our business and our team.

It was time to start making lemonade.

Step 1 – What can we recuperate?
In the last 6 months, we’ve invested a lot of time, money, and effort into Summit. Adobe has been extraordinary, and they made it simple to get our money back.

Likewise, we had a special event planned at a venue inside the hotel, which allowed us to cancel without penalty. We were also able to put the brakes on some of the swag we ordered and the build for our booth.

Unfortunately, there’s a decent amount we can’t get back. Some of the swag has already been produced, and we have printing projects in process that can’t be halted and travel expenses that won’t be refunded. Plus, our team has invested significant time brainstorming, planning, designing, writing, etc, and those hours cannot be recovered.

So, my first job was to take a look at what we have spent and figure out what we can recover.

Step 2 – What do we do next?
Once I understood how much money we had to play with (and how much we had to just write off), we started to think about what to do with the funds.

Our investment in Summit was part of our marketing spend, and it’s primary purpose was to drive pipeline growth and foster customer success. To that end, what makes the most sense? Do we invest in marketing initiatives? Shuffle some of the budget to the sales team? Use part of it for customer appreciation?

I’m not going to give away the farm and hand out our marketing plan, but as the CMO, I will tell you that I’m confident in my team, and I believe that our path forward is investing in a combination of projects both inside and outside the marketing department.

Step 3 – Pivot
You decide how you look at life – positive or negative. As a leader, you also influence how your team looks at life. For my part, I’m choosing to look at this as an opportunity.

On the one hand, the planning we did is not a total loss. We made some critical decisions about Adobe Summit as a team, and we’re going to shelve those decisions and use them as a launch point for the 2021 event. That way, we won’t be starting from scratch, and some of the legwork will be done before we even begin.

On the other hand, the Summit cancellation gives us a chance to test some new campaigns and new ideas we wouldn’t otherwise have the time or money to explore. As with anything new, there are risks to what we’re doing, but I truly believe that doing nothing in this circumstance and continuing with business as usual is an even bigger risk.

So, we’re going to ride with this change and explore some new opportunities. After all, Knak is an email marketing company, and in the face of worldwide event cancellations, what form of communication is more critical than ever?

If your prospects can’t come to you, you’re going to have to go to them. And so far, the email inbox has proven to be an excellent place to reach customers.

If it’s time to start building beautiful emails that keep your brand at the center, we’d love to chat. Request a demo and let us show you how Knak makes it easy to create incredible emails from start to finish!

Not ready to chat yet? Browse through our product page to learn more.

How Knak Does Email: Creating An Event Invitation Campaign

a graphic of the las vegas skyline

If you’re hosting an event, say, a cocktail party, dinner, after work mixer, even a webinar, you’re going to want people to be there.

How do you make that happen? You create an invitation campaign.

Invitations need to hit the right balance of design and function. Yes, you want it to look great, but you also need to make it easy for readers to find the relevant info. No one should have to click through an email to find out when and where your event is.

We were planning to host a couple of incredible events at Adobe Summit this year. We had a party planned with a couple of our partners at minus5° Ice Experience, as well as a more intimate event scheduled with our clients. Unfortunately, our plans – and the entire conference – were cancelled by health concerns. But since we’re not “wait until the last minute” people, our invitations have already been created.

And since we’re not using them for anything else, we wanted to share them with you. Check out the method behind our invitation campaign along with some best practices for creating your own.

Here’s what’s in our campaign:

  • The initial invitation
  • Two landing pages: one for a “Yes” RSVP and one for a “No”
  • A confirmation page for “Yes” RSVPs
  • A last chance reminder for those that haven’t responded yet
  • A day-of reminder
  • A thank you/follow up message

Best Practice #1: Keep the details front and center
Invitations need to answer a few basic questions:

  • Who’s throwing the event
  • When & where it is
  • What the value proposition is

This is our invitation for the Summit party:

Everything you need to know is easy to find. You can tell at a glance:

  • Who’s throwing the party – Knak and three of our amazing partners
  • When and where it is – March 31 at the Minus5° Ice Experience
  • How to RSVP – Giant CTA at the top
  • Value prop – a chance to attend one of our legendary parties, plus a unique networking opportunity

Keep the user experience top of mind when you’re designing these. As we said above, no one should have to click through the invitation to find the details.

Best Practice #2: Cover the bases, and then stop
We know it’s tempting to explain exactly – and in great detail – why everyone should be at this event, but the truth is, your readers are likely just going to scan the invite and quickly decide if they’ll come.

Limit your copy to a couple of sentences. If something related to the event needs to be explained in greater detail, save it for the confirmation message after they RSVP.

Best Practice #3: Put your CTA to work
CTAs are incredibly useful, so put them to work for you. Let’s say someone clicks the “Yes, I’ll be there!” button in our invite here. A few things will happen:

1. They’ll be taken to this landing page where they can confirm their RSVP and learn a bit more about the party.

2. The “Join Us” form will auto-fill with their info, meaning they’re just one click away from being registered.

After they click “Reserve My Spot,” the confirmation page includes an “Add to Calendar” button that links the event directly to their calendar.

Best Practice #4: Use your branding strategically
These invitations are highly reminiscent of the Knak brand. They use our colours and fonts, and the images fit right in with those in our newsletters and blog posts.

Now, different events call for different design, so we’re not suggesting that your tiki party have the same branding as your webinars, but we do recommend that your entire invitation campaign uses the same design elements.
Each one of the pieces in our campaign has a similar style. They look like they belong together, and they look like they’re from us.

Best Practice #5: User experience is king
No matter how good your design is, if your invitation is hard to decipher, looks cluttered, or involves unnecessary steps, readers will lose interest quickly.
Focus on delivering the best possible user experience:

  • Include maps
  • Put the time, date, and location on every message
  • Give them the option to add the event to their calendar
  • Add small animations to engage readers

Best Practice #6: Reminders should create a sense of urgency
We include two reminders in our campaign:

  • A last chance reminder to RSVP
  • A day-of reminder for those who said yes

The good news here is that if you give them the option of adding the event to their calendar, you’re not the only one sending them reminders (thanks, Google).

However, it’s important that your reminders don’t look like an afterthought. Use them to create a sense of urgency:

  • Over 500 people have registered!
  • Only 15 spots left!
  • Registration closes at midnight!
  • Doors open at 6 tonight!

Keep your design consistent with the rest of the campaign, and use a few well-selected numbers to remind people that this is a can’t-miss event.

Best Practice #7: Say “Thank You”
Saying “thanks” to everyone who attended your party goes beyond good manners. It’s also a great opportunity to engage with your attendees as soon as they’re back in the office.

Include a compelling CTA, and use your thank you message to add value to the relationship.

  • If you hosted a webinar or other educational event, include a link to a download or other piece of relevant content.
  • If you hosted a social event, include a link to photos of the event, and encourage guests to tag themselves or post their own photos on your social media sites.

You can also encourage guests to leave a review of the event, take a brief survey, or share a key learning.

Your thank you message doesn’t need to be complex. Just be sincere, and give them an opportunity to engage with you again.

Key Takeaways
The takeaways for your invitation campaign are simple:

  • Make user experience a priority – your readers likely get hundreds of emails a day. Make it easy for them to find the relevant details and respond.
  • Make it beautiful – the design shouldn’t get in the way of a good user experience. Choose a design that underscores your event and your brand, and be consistent with it throughout the campaign.
  • Make them want to come – a succinct, compelling value proposition makes all the difference here. Tell them why they can’t miss it, and use reminder emails to underscore your point.
  • Make it simple – Use prominent CTAs, include maps, make sure the date and time are highly visible on every message, give them the option to add it to their calendar.

And one final note here: these beautiful invitation campaigns you’re creating can be easily built in Knak and leveraged into your automation platform. That way, the modules you build can be used in multiple pieces, saving time for your team and generally making life simpler throughout the process.

It’s basically a win/win situation, and if you’d like to learn more about it, check out our products page.

In the meantime, use these tips to set the stage and fill the seats at whatever it is you’re hosting next.

Fingers crossed it’s not cancelled.

The Pre-Conference Playbook

Ready, Set, Goals

We’re getting ready for Adobe Summit 2020, and since our to-do list is at least a kilometer long, we thought we’d share it with you in case you’re getting ready for a conference of your own.

Here’s a look at our pre-, mid-, and post-conference to-do list.

Pre-conference: Plan

If you want a good return on your conference investment, you need to set yourself up for success. This is the time when you literally need to think of everything so nothing falls through the cracks.

Set goals – Before you start planning, define what success looks like for your team. Is it a certain number of scanned leads? Booked demos? Customer connections? Closed deals? Keep in mind that it’s not always about closing deals. The good will you build by connecting with prospective and existing clients can be just as impactful as anything else you’ll do there.

Prioritize booth location – It’s a key factor in your success at the show, so do your research and choose wisely. Exhibit Edge has an interesting article on the Psychology of Traffic Patterns if you’re looking for some insight here.

Evaluate sponsorship options – A good sponsorship increases brand visibility, but even if it’s in your budget, be strategic and evaluate sponsorship in terms of your long-term goals for the show.

Scout out the other attendees – Which of your tech partners will be there? Connect with them ahead of the event, and look for co-branding opportunities. Does it make sense to host coffee/dinner/drinks together or to co-sponsor a session? If your budget is limited, teaming up with a partner is a great way to stretch your dollars further.
And while you’re scouting, find out which of your competitors are also exhibiting.

Start designing – Design show-specific signage, pop-ups, handouts, and animations. Decide what swag you want to hand out, and order as needed.
A note here: depending on the show you’re attending, it might make sense to rent two smaller booths in different areas instead of one large one. It will double your exposure and allow you to stage more intimate settings for demos and one-on-one conversations.

Plan VIP events – Work with your sales team to identify clients and prospects who either live close to the event or are planning to attend, and invite them to a special event. This doesn’t need to be elaborate, but decide what you want to do and start researching venues early so you get what you need.

Promote like crazy – Get the list of attendees from the conference a month or two before the event, and get to work:

  • Cross reference the company list with your existing customers and prospects.
  • Reach out to your contacts at those companies and extend a personal invitation to meet up at the event.
  • Promote your attendance, sessions you’re speaking at, and events you’re hosting on social media/LinkedIn. Include your booth location, offer a giveaway, etc to help drive traffic.

We use “opt in” buttons on our event emails and landing pages to build a list of attendees, and then we use the list to book 1-on-1 meetings, schedule customer testimonial videos, and send invites to our VIP events.

Make a list – Your list may vary, but these are our booth must-haves for every event.
Provided by the venue:

  • High-speed internet
  • A TV
  • Power supply
  • Chairs
  • Carpet padding

Brought (or shipped) by Knak:

  • Swag
  • Handouts/business cards
  • Booth display
  • Shirts for booth staff
  • Snacks/water for foot traffic

Clarify roles – A divide and conquer approach is your friend at large events. We’d encourage you to make a master list of all the roles that need to be filled, and then work with your team to fill in the blanks. Don’t assume people know who is doing what. Spell it out and get buy-in from your team before you go.

Strategize – Develop a strategy for driving traffic at your booth. Host giveaways, stage a friendly competition, provide snacks, etc.

Get your team together – Hold a pre-show strategy session with your entire team. Cover:
Your goals for the event
Which VIPs/customers/prospects are attending
Your strategy for driving traffic at your booth
Your elevator pitch and booth talking points (to ensure consistency)

Mid-conference: Engage

If you’ve done the leg work, you should have a solid game plan in place for the event. The bulk of the work is going to fall into the pre-event category, so once you’re there, you should be able to focus on your clients and prospects. Here are a few things to do while the event is happening:

Leverage social media – Have someone on your team live-tweet the event, post pictures on social media, and use geo-targeted ads to bring people to your booth.

Knak Team at MarTech East

Work your strategy – Whatever you planned to drive traffic at your booth, make it happen, and take notes on what’s working well.

Pre-book – Most conferences offer a significant discount and priority booth selection if you book next year’s show during the current one. If there’s a possibility you’ll want to exhibit again next year, consider reserving your spot before you leave.

Collect data – If you’re going to have accurate records, you need to be diligent with your data collection. Scan badges and build your list while you’re there so you can follow up accordingly once you’re home.

Keep your goals in mind – Connect with your team throughout the event and do a quick review of your pre-show goals. Are you still in alignment? Is everything on track? Adjust as needed, but make sure you’re all still working towards the same thing.

Post-conference: Review

Once the event ends, the debriefing starts. Get together with your team the week after you return and revisit the details.

Take notes – It’s easy to assume you’ll remember what happened, but good records are vital. Make note of what worked, what didn’t, and what you want to try next year, so when it’s time to plan for the next event, you can use your own insight.

Track your leads – A prospect you met at the conference may end up converting months down the road. If you’re properly tracking the data you collected, your attribution reporting will be accurate and you’ll have a more complete picture of the ROI for the event.

Follow up – Follow up with prospects, new leads, and existing clients quickly. Send supplemental information, tell them you’re glad you met, book a demo, etc. If you have a recent blog post or other piece of content that relates to the conference, send it out to attendees and let them know you thought they might like it. Just be genuine and thank them for their time.

Checklist Template? Check.

Conferences check a bunch of boxes for us, so even though exhibiting at one requires a significant investment, the returns are worth it.

You can read more about how to select a conference in our recent blog post, but if you’ve already got one on the books, we want to help make your planning as easy as possible.

Download our free Conference Checklist Template, and personalize it to suit your event. Be prepared, and get as much as you can out of your trip.

Going to Adobe Summit 2020? Let us know! We’d love to connect in Vegas.

Join us at SaaS North in Ottawa!

SaaS North Event - Floor Plan Map

It’s almost here! Canada’s largest SaaS conference for scaling up is just around the corner, and we’re so excited to join our fellow Canadian SaaS pros at the Shaw Center on November 26th & 27th.

If you’re in the Ottawa area, come to the Eastern Ontario Pavilion and say hi to Vanessa (she’ll be the one in the bright blue Knak t-shirt – hard to miss.) Stop by to chat about what’s going on at Knak and pick up some awesome swag (come on, you know you want a pair of Knak sunglasses!)

SaaS North is Canada’s go-to SaaS hub for founders, execs, service providers, investors and their teams. Don’t miss these action packed two days of networking, knowledge sharing and access to resources to scale your business!

Check out the full speaker list and agenda on their site.

Choosing a Conference: When and How to Invest

Conference Presentation

The end of the year is almost here, which means it’s time to talk budgets. We don’t want to get into the specifics of your budget (we’ve got our own to plan, thanks very much), but if you’re considering attending a conference next year, we want to help you evaluate the options and determine which events will deliver the best ROI.

What’s your motivation?

Each organization has their own motivation for attending conferences, and they usually boil down to some combination of networking, learning and lead generation. Those three things are definitely nice, but at Knak, we base our conference decisions on a few key things:

  • Will our current clients be there?
  • Will our prospective clients be there?
  • Will our competition be there?
  • Will our partner be there?

The Knak team recently attended MarTech East in Boston, and our decision to go was pretty straightforward:
We are Marketers who love marketing, and we have a product that makes life simpler for our fellow Marketers. MarTech East is a huge marketing technology trade show, so having a booth there gives us great visibility along with a chance to connect face to face with our clients and our prospects.

As you’re considering conference options, spell out why you want to go. Do you have a new product to introduce? Do you want to increase visibility into your organization? Who is going to be there that could help you reach some goals?

The “why” and the “who” are going to dictate the “where” here, so once you nail that down, compare your reasons to your list of options and see which event is the best fit.

What’s the cost?

Once you’ve found the perfect conference, it’s time to make your case for the budget dollars. Here’s how to determine your break-even benchmarks and ROI.

  • Add up the out of pocket expenses first:
  • Travel and accommodations
  • Booth rental
  • Sponsorship, or other partnerships that can add visibility
  • Signage, brochures, and anything else you need to print
  • Dinner, drinks, coffee, etc with your clients and prospects

And then figure out what you need to do to recoup that amount. Can you:

  • Assign value to the interactions you’re hoping to have
  • Figure out how many new accounts would cover the cost

When we were planning, we added up the expenses and then determined how many leads, demo requests, and new clients we’d need to justify the expense. We approached our budget with those goals in mind, which made it easier to show senior management that we’ve carefully weighed the costs/benefits and determined that the ROI would be worth it.

A note here: most of us are good at thinking qualitatively about the cost of conferences, but it’s important that we don’t neglect the quantitative costs as well. An out-of-pocket investment now can lead to long term returns over time, and a quantitative approach to budgeting can help you make smarter investments in the long run.

Maximizing your spend

Once your conference has been approved, it’s time to maximize your investment.

Invite, invite, invite
Personal connection is tremendously valuable here, so don’t leave it up to chance.

  • Have your sales team and customer success team reach out to their contacts and set up 1-on-1 meetings in advance
  • Personally invite people in your database – clients and prospects – to visit you at the event
  • Send a map of the expo floor plan, offer a giveaway, invite them to meet you for coffee between sessions, etc.

Be genuine, and let them know you’re looking forward to connecting in person.

Also, take a close look at the list of presenters and sponsors, and search the event’s hashtag to find attendees. See someone you want to meet? Reach out via social media and request a quick meet up while you’re there.

As the event gets closer, keep promoting it. Send an email, use social media, put a banner on your website. In addition to the meetings your team has set up, you never know who will reach out to request a meeting of their own.

Plan your space
Our real estate friends aren’t wrong when they say location is everything. If you’re going to spend the money to be there, make sure you’re in a good location and not buried in a back corner by the vending machines.

Register early enough that you can strategically select a booth. It’s even better if you can see which other organizations have already picked their spot so you can see where the competition will be located.

Drive traffic
While you’re there, drive traffic to your booth with social media posts, geo-targeted ads, or consider hosting a friendly competition at your booth.

Invest in your VIPs
Use the event to further the relationship with your existing clients. We hosted a VIP dinner at MarTech East, and the evening was great on several levels:
We got to hang out with our clients who are some all-around great people.
We got to introduce our existing clients to some of our prospective clients, giving them the chance to serve as brand evangelists for the evening.
We got to rehash the best keynote sessions of the day with people who love marketing as much as we do.

Whatever you do for your VIPs doesn’t have to be elaborate. Just make the effort to connect and let them know you appreciate their business.

What to do when it’s over

Debriefing after the event is just as important as your pre-event planning. Get together with your team and revisit your key learnings:

If the event was beneficial, consider re-booking right away. Many conferences offer a discount and priority booth selection if you book the next show during the current show.
Find out what conversations they had with new leads, prospects, clients, competitors, etc.
Make a list of everyone you want to follow up with, and get started: it’s important to make contact quickly once you return.

Keep in mind that it’s important to track results over the long term. Some of your prospects may convert long after the show is over, but if you’re tracking prospects properly in your marketing automation platform, you’ll have a record of your contact and can use the data to make decisions on next year’s show.

The Perks

In our years of attending events, we’ve found a few bonus side perks that are like the icing on the conference cake.

  • Recruitment – what better place to find future team members than at an event with 15,000 amazing people who already work in your field? If you have open positions, keep an eye out for someone who might be a good skill- and culture-fit for your organization.
  • Team-building – we’re largely a remote team, so trade shows are a great opportunity to actually have our team working together in the same place.
  • Client stories – at our last few events, we took advantage of the fact that we were in the same physical location as many of our clients and created some short video testimonials.

We’re already planning our attendance at Adobe Summit 2020 (it will definitely include our clients, our prospects, and our competition, so it’s a bit of a no-brainer for Knak).

It’s just one of literally dozens and dozens of great options for next year, so to help you pick the perfect conference, we’ve compiled a shortlist. Check out our 2020 Marketing Conference Guide, and find the event that’s going to drive results for your organization.

The 2020 Marketing Conference Forecast

Before we dive in, we’d love to know what’s on your can’t-miss conference list for 2020! Fill out this short survey to let us know what marketing conferences you’ll be attending next year, and you’ll be entered into a draw to win a $50 Amazon gift card!

The events you don’t want to miss, all in one place.

We love conferences. Aside from being a fun break in the routine, they’re a great way to:

  • Get our team’s creative juices flowing
  • Hear from experts in our field
  • Hang out with people who love marketing as much as we do
  • Maybe take a quick peek at what our competitors are up to

Unfortunately, we don’t have an unlimited conference budget, so we’re super intentional with our conference spend, and we’re making it easy for you to be, too.

Here are our top conference choices for 2020 – listed chronologically – and some info to help you see why they might be worth wrapping into next year’s budget at your organization.

Modern Marketing Express
January 23, 2020
San Francisco, CA
Data-driven marketing can deliver impressive results, but there’s plenty of misinformation about it that can derail your strategy. Oracle’s Modern Marketing Express is designed to connect marketers with the innovators, influencers and thought leaders that can help make sense of it all.

Adobe Summit
March 29-April 2, 2020
Las Vegas, NV
With 400 sessions and labs across 11 content tracks, Adobe Summit is the place to join the leaders in marketing automation, analytics, advertising, and commerce for five days of groundbreaking customer experience insight.
Hint: Register by December 15 to save $400 on the regular price of a full conference pass.

MarTech
West: April 15-17, 2020
San Jose, CA
East: October 6-8, 2020
Boston, MA
The MarTech experience is carefully choreographed to help senior-level marketers find actionable tactics to solve today’s marketing challenges. Join key members of the martech community and learn to deliver exceptional customer experiences and better ROI. The Knak team attended MarTech East in 2019, and we’re planning to be back in 2020. Check out our recap here.

True North Dreamin
April 23-24, 2020
Vancouver, BC
TND is a coast-to-coast-to-coast Canadian Salesforce community conference. It’s heading to Vancouver this spring on a mission to connect Canada’s SFDC pros, and in our experience, it’s an action-packed two days, full of training, team-building, and swag. Our Sales Operations Director attended the 2019 event and had an amazing time. Check out her thoughts here.

EiQ Gathering
April 30, 2020
Atlanta, GA
EiQ Gathering delivers cutting-edge email marketing trends and innovations. The sessions are a cool mix of creative, strategy, and data-driven marketing designed to give email marketers an edge, and the event stands out with their unique approach to thinking beyond the inbox.

SiriusDecisions Summit
May 3-6, 2020
Austin, TX
SiriusDecisions Summit is the place to be for B2B marketers. With the unveiling of new B2B innovations, sessions dedicated to best practices and new technologies, and a chance to connect with an elite community of sales, marketing, and product leaders, Summit blends content and community in the best possible way.

Email Innovations Summit
June 1-3, 2020
Las Vegas, NV
This conference is laser-focused on email marketing’s latest technology, strategy, and design innovations. EI Summit also goes the extra mile with sessions designed to help marketers incorporate their learnings into their overall strategy once they return to the office.

HYPERGROWTH
June 10, 2020
London, ENG
Also:
September 2020 – Boston, MA
November 2020 – San Francisco, CA
HYPERGROWTH is where marketing rule-breakers go for hands-on training, real-life examples, and industry-leading innovation. Hear from the masters who are using Conversational Marketing to drive conversion rates, pipeline, revenue and more at their businesses, and experience an event that’s unlike any other.

MozCon
July 6-8, 2020
Seattle, WA
MozCon is a one-track journey into the depths of search marketing. Learn from the experts on SEO, conversion optimization, data-driven decision making, and more, and connect with fellow marketing pioneers at lunch-time discussions and evening parties. Plus, we hear they’re very generous with the swag and fist bumps.

Marketing Artificial Intelligence Conference (MAICON)
July 14-16, 2020
Cleveland, OH
AI is poised to have a major (think trillion dollar) impact on marketing, but let’s face it: most marketers struggle to understand how to implement it in their day-to-day strategy. MAICON is the answer, and it’s a can’t-miss event for marketing leaders who are ready for the next frontier in digital marketing. Plus, we love that it’s geared toward a non-technical audience, so attendees without a background in analytics or data-science will fit right in.

Litmus Live
August, 2020
London, ENG
Also:
October 2020 – Boston, MA
November 2020 – San Francisco, CA
Litmus Live is where email nerds get together to talk design, strategy, and development. A favourite of the Knak team and email marketers worldwide, this is the place to be for sessions on data-driven design, advanced personalization, improved workflow, and way more. Our lead email developer attended the London 2019 event: get his thoughts on the speakers, content, and sessions here.

INBOUND
August 18-21, 2020
Boston, MA
INBOUND is a four-day event for creative marketers, start-up founders, and out-of-the box thinkers who are ready to consider some big ideas. It’s a huge event (26,000+ attendees and nearly 400 sessions), but it’s a great place to consider your existing opportunities for growth from a new perspective.

Call to Action Conference
September 29-October 1, 2020
Vancouver, BC
Based on the traditional IQ framework, CTAConf is a single-track experience that covers the six core elements of marketing intelligence. Full of actionable tactics and brilliant speakers, it’s a unique approach to digital marketing that’s expertly curated and not to be missed. View the 2019 recap, including session recordings and speaker slide decks here.

Content Marketing World
October 13-16, 2020
Cleveland, OH
Meet the best and brightest in the content marketing industry, and learn to create an epic content marketing strategy. With sessions covering storytelling, AI, demand generation, and more, marketers will leave with the tools they need to grow their business and build their team.

Dreamforce
November 9-12, 2020
San Francisco, CA
SFDC’s Dreamforce user conference is packed with keynotes, demos, workshops, and sessions (more than 3500 of them) designed to let you get up close and personal with the technology of tomorrow. Be inspired by new ideas, and leave ready to challenge the status quo and build your career.

SaaS North
2020 TBA, November 26-27, 2019
Ottawa, ON
SaaS North is Canada’s largest SaaS conference for scaling up. We love it because it’s right here in our hometown AND it gives us a chance to hang out with our fellow Canadian SaaS pros. With an intentional focus on scaling for SaaS companies, tracks are designed to help drive growth at every stage.