Business Events Must Go Beyond Commercial Goals
Andreia Abud analyzes how social media and in-person meetings complement each other in building industry connections.
In a discussion on prospecting and relationship-building channels, Andreia Abud advocates for an authentic approach to digital platforms and evaluates the role of in-person events. The executive emphasizes that business gatherings should focus on education and value rather than merely serving as sales-driven lead generation tools.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Andreia Abud, CMDO of Felina and board member at CONAR, discussed prospecting strategies, maintaining client connections, and the dynamics of in-person events in the communications industry. The segment is part of an episode exploring media transformations and artificial intelligence.
For Abud, building relationships does not rely on a single channel, but rather on integrating multiple touchpoints with messages tailored to each context. "I believe you craft different messages and touchpoints, and they complement one another," she explains. Platforms like LinkedIn and Instagram serve as spaces to share the agency's industry perspectives. In the video above, viewers can follow the discussion on the agency's positioning routine and the social media presence adopted by its president, Márcia.
Authenticity Across Touchpoints
The business and institutional approach Abud advocates prioritizes spontaneity over forced tactics for each medium. "We don't have a single channel. We have a way of operating where we don't think, 'Now I need to use LinkedIn for this, or I need to attend Event X for that'—not at all," she states. In her view, maintaining consistent positioning and participating in industry spaces was already part of the partners' routine before founding the agency, ensuring authenticity in their market conversations.
In-Person Presence and Content Relevance
Addressing attendance at trade shows and conferences, Abud highlights that in-person settings provide an immediate gauge of audience engagement that is impossible in strictly digital environments. "When you give an in-person talk, you see it; you know whether someone liked it or not, whether they understand what you're saying, whether they're engaged or looking at their phone," she notes.
Despite the value of direct contact, Abud offers a critical caveat regarding event models focused exclusively on immediate financial returns for organizers. "I believe events must have a purpose rooted in education, professional growth, or bringing genuine industry innovations; they shouldn't exist merely to secure sponsorships and sell tickets," she concludes, emphasizing that impactful events leave participants with actionable insights and meaningful takeaways.