Google Cloud Next, the brand’s annual showcase and conference draws a 30K+ attendance and a lot of executive eyes. This dynamic and information-packed event needs ongoing strategic communication that drives attendance and keeps registrants not only informed, but also excited.

I served as the lead copywriter for our email program for Google Cloud Next for 2+ years, and subsequently oversaw other writers in the same role. During the 2020 iteration of the event, we had to support a quick pivot from an in-person event to online only, while still maintaining engagement and excitement.

Our strategy-driven emails were designed around lead generation and acquisition best practices, and contributed to increasing registrations as well as attendee engagement with the event’s content, both online and in person.

An event of this size includes hundreds of sessions, demos, keynotes, and more, and with a lot of content comes a lot of stakeholders. Our small but agile team developed ongoing email campaigns targeted at audiences ranging from industry to job role, often reprioritizing and adapting strategy on the fly. It was fast paced, intense, challenging, and I got to see Gwen Stefani perform live.