Stop Blasting Everyone Before Your Event (with Ghazwan Almoazen from DocuSign) | Ep. 4

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🔗 Links

1. Ghazwan Almoazen on LinkedIn
2. DocuSign

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Rick from the MPI Mexico Chapter asks a critical question about how to increase registrations in the final two weeks before an event. Ghazwan Almoazen warns against the common mistake of "going macro" and blasting every contact in your database. He explains why this strategy fails and offers a more targeted approach to drive pipeline value.

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Host Kristin Nagle discusses these strategies with Ghazwan to help marketers avoid wasting efforts on the wrong audience. Ghazwan breaks down how to use geography and sales data to fill seats with the right people, not just warm bodies.

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👤 Guest Bio

Ghazwan Almoazen is the Director of Global Events Demand Generation and Communications at DocuSign. He brings over 12 years of experience in the events and technology sectors, having previously held leadership roles at VMware, Oracle, and Yahoo. His philosophy centers on integrating human empathy with data-driven demand generation to create meaningful "event experiences" that move beyond simple logistics.

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✅ The Event Question

Rick from the MPI Mexico Chapter asks: "What is the biggest mistake people make when trying to increase registration in the final two weeks before an event?"

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📌 What You’ll Learn

1. Stop "going macro": Avoid the temptation to invite everyone in your database just to fill seats in the final weeks.
2. Target the locals: Focus your marketing on prospects and customers in the venue city.
3. Partner with sales: Identify top accounts and opportunities within a 100-mile radius of the event to drive relevant attendance.
4. Retarget registrants: Don't assume registration equals attendance. Market to your existing registrants to ensure they attend.

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🎭 The Ridiculous Question

"Would you rather never watch TV ever again or never listen to music again?"

Ghazwan chooses to keep the TV. He admits that binge-watching shows on weekends is his primary escape and way to recharge.