How Data and AI Can Help You Choose the Right Conferences - with Melanie Samba

Want to stop wasting time and money on conferences that don't impact your business growth? Imagine being able to select conferences that not only boost your brand's influence but also drive strategic partnerships and sales. Fortunately, there's a solution that will help you achieve this and more. Let's dive in and take your conference strategy to the next level. In this episode of The Trending Communicator, host Dan Nestle is joined by guest Melanie Samba, the CEO of Sproxxy, a one-of-a-kind platform that helps corporate communication and marketing professionals make data-driven decisions for events and conferences.  Dan and Melanie delve deep into the ever-evolving role of technology in marketing and communications, especially as it relates to the traditionally Excel-driven world of conference and event planning. Melanie discusses the challenges of promoting communications technology (also known as commstech or commtech) to investors and emphasizes the importance of integrating technology into corporate strategies.  They discuss Sproxxy's State of Conferences report, highlighting the significance of conferences for business-building, industry influence, relationship-building, and networking, and how the use of data-driven tools like Sproxxy can help optimize conference strategies. Through their conversation, Melanie shares her experiences as a tech founder, the integration of AI in Sproxxy, and the platform's potential to predict industry trends and influence conferences. She highlights the use of AI to gauge audience engagement at events and the insights that can be derived from conference data. Melanie also reflects on the challenges and excitement of being a woman founder in tech, her journey with Sproxxy, and her vision for its future. Listen in and hear… Data-driven AI-powered approaches to measuring the impact of conferences The significance of building relationships with conference organizers Business impact of speaking engagements at conferences The integration of technology into marketing and communication strategies Skepticism surrounding commstech and conveying its value to investors Inevitability of technology's role in shaping the future of all companies Efforts of communications professionals to advocate for the integration of technology Insights from Melanie's experiences as a tech founder Resources & Links Melanie Samba Melanie Samba | LinkedIn Sproxxy | Website Sproxxy | Twitter/X Dan Nestle The Trending Communicator | Website Daniel Nestle | LinkedIn Dan Nestle | Twitter/X Timestamped summary for this episode (generated by Capsho, my AI assistant) 00:00:00 - Introduction to the Importance of Conferences  Dan Nestle highlights the significance of conferences for learning, reputation building, and business development in the field of communication and marketing. He also acknowledges the anxiety and challenges associated with choosing the right conferences due to budget constraints. 00:01:39 - Leveraging Data-Driven Approach for Conference Selection Melanie Samba, the CEO of Sproxxy, discusses the need for a data-driven, AI-powered approach to choosing conferences and measuring their impact on an organization. She emphasizes the importance of making informed decisions rather than relying on past experiences or emotions. 00:05:03 - Challenges of Managing Conferences Melanie shares her experience in managing conferences for a pharmaceutical company, highlighting the complexities involved in coordinating over 400 employees' participation, ensuring regulatory compliance, and maintaining consistent messaging across the organization. 00:07:25 - The Underappreciated Role of Conferences in Corporate Communications The conversation delves into the underappreciation of conferences in corporate communications, with Dan and Melanie discussing the budget allocation challenges and the perception of conferences as a nice-to-have rather than a strategic necessity for thought leadership and brand positioning. 00:14:39 - Evolution of Sproxxy from Idea to Product Melanie shares the journey of transforming her initial idea of Sproxxy into a tangible product. She reflects on the pivotal moment when the pandemic led to the realization of the increased demand for events, prompting her to productize Sproxxy and pursue her entrepreneurial venture. 00:16:39 - The Rise of Virtual Events Melanie discusses the explosion of virtual events during the pandemic, highlighting the shift in focus and the doubling of industry events to 1.8 million. She also shares her insights into how conference organizers adapted to the new landscape. 00:19:31 - Building Relationships in the Conference Space Melanie talks about the importance of building relationships with conference organizers, similar to how relationships are built with the media. She explains how she developed these connections over time through her role in pitching executives and contributing to event programs. 00:22:44 - Importance of Community in Conferences The discussion delves into the significance of being part of a community at conferences, with Melanie sharing her personal experience of meeting her corporate comms head at a conference in Portugal. The community aspect is highlighted as a key motivator for attending conferences. 00:25:57 - Engaging with Media at Conferences Melanie sheds light on the presence of journalists at conferences and the opportunities they present for engaging with the media. She emphasizes the value of leveraging conferences as a platform for securing media coverage and building relationships with journalists. 00:33:07 - The State of Conferences Report Melanie introduces the State of Conferences report, emphasizing its focus on the brand's perspective and the value it brings to understanding conference strategies. The report aims to provide insights into the current trends and perceptions surrounding conferences for marketers and agencies. 00:33:59 - Peer-to-Peer Insights on Conferences Melanie discusses the importance of peer-to-peer insights for branding, marketing, and communications professionals in understanding what their peers are doing in the conference space. The report highlighted common issues such as managing conferences using Excel spreadsheets and the need for audience reach metrics. 00:36:56 - Differentiating Conferences and Trade Shows Melanie differentiates conferences from trade shows, emphasizing the focus on thought leadership, branding, and strategic partnerships. She highlights the importance of audience reach as the number one metric for measuring success at conferences, as revealed in the report. 00:40:06 - Impact of Speaking Engagements The report uncovered the increasing value of speaking engagements for executives and the business impact they have. Melanie discusses the importance of understanding the rationale for attending conferences and shares how Sproxxy provides insights on competitor activity at conferences. 00:44:01 - Refining Product Based on Customer Feedback Melanie shares how the state of conferences report was used to refine the Sproxxy product, aligning it with the needs and challenges faced by marketing and communications professionals. She emphasizes the importance of developing a data-informed approach for attending conferences and measuring success. 00:49:40 - The Evolution of Comstech and Sproxxy Melanie discusses the challenges of selling Comstech to investors and emphasizes the need for technology in every company. She reflects on her transition from corporate comms to developing Sproxxy and highlights the role of Comstech in enabling communicators to 00:50:59 - The Importance of Digital Communications and Marketing Integration Melanie and Dan discuss the necessity for companies to integrate digital communication and marketing strategies. Melanie emphasizes the importance of being equipped with the right tools to remain relevant in the future. 00:52:52 - The Origins of Sproxxy and its Purpose Melanie shares her journey of developing Sproxxy and its original purpose to prove the value of her work as a corporate comms professional. She highlights the need to have a data-informed approach and the role of AI in providing insights. 00:55:56 - AI Integration in Sproxxy and its Impact on the Industry Melanie discusses the integration of AI in Sproxxy and its potential to predict conference topics, influence industry evolution, and gather insights on audience demographics. She emphasizes the power of AI to accelerate innovation and change the trajectory of an industry. 01:00:27 - Leveraging Sproxxy for Thought Leadership and Industry Influence Melanie explores the potential of Sproxxy to predict conference topics, tailor thought leadership platforms, and influence the industry based on gathered data and insights. She highlights the role of communicators in shaping industry trends and influencing audiences. 01:02:28 - The Challenges and Excitement of Being a Woman Founder and the Future of Sproxxy Melanie reflects on the excitement and challenges of being a woman founder and the unexpected growth of Sproxxy. She emphasizes the need for more solutions in corporate comms and marketing and encourages others to step up and provide the necessary help for the industry. 01:06:56 - Exciting Future for Listeners Melanie expresses her excitement for the future of the listeners, emphasizing the potential for growth and success in their businesses. 01:07:22 - Where to Find Melanie Dan and Melanie discuss where listeners can find Melanie online, including her website, LinkedIn, and Instagram. 01:07:54 - The Cutting Edge of Conferences Melanie highlights the innovative functions and capabilities of Sproxxy.com, emphasizing its ability to help individuals understand and navigate complex conferences. 01:08:21 - Making Speakers Shine The conversation focuses on the importance of helping speakers shine and exerting influence at conferences, positioning the podcast as a platform for discussing impactful communication strategies. 01:08:40 - Closing Remarks Dan wraps up the episode, encouraging listeners to subscribe, share, and leave reviews, while also inviting potential future guests to reach out and be part of the show.

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