How much (and in what ways) does your overall partner marketing strategy shift or adapt for partners in different regions?

We live in a world that expects customization—and that applies to events too. That three-day conference you held in Vegas won’t directly translate to a three-day event in the UK, where attendees are more accustomed to hopping on a train and heading home at the end of the day rather than booking a hotel. That said, the core topics that people care about often remain consistent across regions—maybe with a few regional nuances. My advice is to keep your high-level themes and messaging aligned globally, but customize the format, delivery, and tone to fit each local market—especially for in-person events. From a partner relationship perspective, local presence matters. Having a “man on the ground” that partners can meet in person is significantly more impactful than a 7pm Zoom call with someone across the ocean. Regional trust-building can’t be overstated—it makes all the difference in how those relationships grow.