Meet Valerie Strehle: Driving the Future of B-to-B Events at Workiva

Valerie Strehle: A Visionary Leader in B-to-B Events

In the dynamic realm of B-to-B events, Valerie Strehle stands out as a powerhouse driving transformative initiatives. As the Senior Director of Global Events at Workiva, Strehle is instrumental in crafting strategically resonant event experiences that not only captivate but also yield tangible business results. Under her leadership, Workiva's events have evolved significantly, showcasing a shift in focus towards efficiency and effectiveness in a post-COVID landscape—a time when many organizations faced dire challenges.

A New Approach: Creating a Global Events Team

Recognizing a critical gap in resources for managing large-scale events, Strehle took the bold step of forming a dedicated global events team in January 2023. This team, which concentrates on events with budgets of $1 million or more, represents a structural overhaul designed to optimize resource allocation across marketing, sales, and EMEA. This innovative approach is not merely a logistical maneuver; it reflects a deep understanding of how integrated effort and strategic planning can substantially enhance event impact.

Learning and Earning: The Dual Drivers of Event Participation

Strehle articulates a fundamental shift in attendee expectations, asserting that people now seek more than mere learning opportunities from events—they expect constructive business interactions that prove the value of their time. This insight is crucial for any dealership principal, GM, or Fixed Ops Director looking to leverage events for significant ROI. The emphasis has increasingly moved towards creating environments where networking and business discussions thrive, validating the time and resources participants invest in these occasions.

Research-Backed Sustainability Efforts

Fun Fact: As part of Workiva’s commitment to sustainable practices, Strehle's team has introduced PATH water bottles, effectively reducing the use of over 50,000 single-use plastic bottles at their events. Partnering with internal sustainability teams, the global events team also focuses on carbon offset initiatives for employee travel, aligning with broader corporate responsibility trends. This focus not only reflects positively on the brand but also resonates with an audience increasingly concerned about environmental impact.

Innovative Engagement: Launching Executive Briefing Centers

One of Strehle’s notable innovations is the introduction of Executive Briefing Centers (EBCs) during the Amplify events. These centers are designed to facilitate direct engagement between sales leaders and attendees, promoting business opportunities while showcasing products effectively. At the recent Amplify events, EBCs hosted over 165 meetings, a clear indicator of their success in enhancing attendee-seller interactions.

Future Predictions: Scaling and Personalization

Looking ahead to 2025 and beyond, Strehle envisions an expanded footprint for Workiva’s events, including doubling the size of flagship gatherings like Amplify. She also highlights the potential of AI in enhancing event experiences, with aspirations to drive personalized attendee journeys further. The incorporation of personalized services not only improves attendee satisfaction but also aligns with the growing expectations for tailored experiences across industries. As the marketplace continues to pivot, this insightful strategy will likely be a defining factor for organizations aiming to create successful events.

A Call to Action: Workshops and Training Opportunities

For those in the automotive sector looking to elevate their event strategies, understanding these developments is paramount. Consider participating in specialized workshops and training sessions to sharpen your skills in event management and marketing. With insights from leaders like Strehle, you can develop strategies that drive attendance and build meaningful relationships at your events.