Maintaining audience engagement & loyalty with flagship events 

Laura Heisman, VMware’s Chief Marketing Officer, spearheads the transformation of the company’s event experiences, seamlessly blending the best of in-person interactions with the expansive reach of digital platforms. Her strategy is centered around creating engaging, diverse, and sustainable events that mirror VMware’s commitment to a global audience.
Initially focusing on enhancing in-person events, Laura’s team achieved remarkable turnouts. Now, that same energy is being channeled into the virtual realm. Whether attendees are networking in the conference hall or tuning in from their home office, the experience remains innovative, inspiring, and enriching. The approach is data-driven and dynamic, with a keen focus on combating digital fatigue. Keynotes are concise, content is easily accessible, and engagement extends beyond the event, fostering a sense of loyalty and community. 

Diversity and sustainability are integral to VMware’s events, reflecting the company’s values and customer base. From the event’s stage to its carbon footprint, every aspect is crafted with intention, ensuring that VMware’s events are not simply gatherings but a reflection of a forward-thinking, inclusive brand. 

Watch this VMware x Kaltura success story, straight from our Connect on the Road series of in-person meetups around the US & Europe.