Marketers are always on the lookout for new ways to reach buyers who are tuning out messages. As a result, online ads have gotten bigger and emails more frequent. But it remains a significant challenge to reach people who proactively avoid the most common marketing tactics or who just aren’t ready to make an investment in your product or service. Bolaji Oyejide is the Senior Director of Demand Generation at Bevy, which helps businesses create community-driven events by connecting the attendees of disparate online and in-person events. Bevy’s customers are creating community out of the people who attend major trade shows and user conferences, as well as smaller webinars and networking happy hours. Bolaji and his colleagues at Bevy believe that creating community, instead of marketing, is the secret to establishing relationships with prospects. And they practice what they preach, using the Bevy platform to create communities of like-minded prospects, helping them connect with each other and see Bevy in action in the process. RELATED EPISODE: Can Hybrid and Virtual Models Improve the B2B Event Experience? When these prospects are ready to buy a solution to build community around their events, they have all the familiarity with Bevy they need. Bolaji is also the author of a series of children’s books and a former TEDx speaker. You can hear more of his thoughts on marketing to out-of-market buyers at DemandFest on Dec. 9, 2021.