How does Verkada manage nearly 500 events annually?

Verkada employs a combination of templating workflows and creative investments to handle a high volume of events. This allows them to efficiently scale from intimate gatherings to large-scale conferences like Verkada One.

Why is the 'wow factor' important in events?

The 'wow factor' helps distinguish events in a crowded market, ensuring that they remain memorable and impactful. It complements the logistical efficiency by incorporating creativity and innovation into the event experience.

What role do in-person events play in an increasingly digital world?

In-person events provide unique opportunities for face-to-face interaction, hands-on demos, and immersive experiences that can't be replicated online. They serve as platforms for innovation and customer engagement, thus remaining an essential part of the marketing strategy.

How to Scale Events Without Losing the Wow...

How to Scale Events Without Losing the Wow Factor

The episode discusses how to scale events without losing their impact. Idan Koren from Verkada shares strategies for managing a wide range of events while maintaining a high 'wow factor'. The conversation highlights the importance of balancing efficiency with creativity in event planning.

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By Mike Matranga · September 17, 2025, 9:55 AM UTCBrandingCompetitionConferencesCreativity

Key takeaways

Scaling events requires a balance of repeatable processes and creative investments.

In-person events offer unique value for testing ideas and building customer trust.

The 'wow factor' remains crucial in an industry competing on digital engagement.

In this episode of Secured, host Mike Monsive, CEO of ASAP Security, reconnects with Idan Koren, CMO of Verkada, for a conversation about what it really takes to scale events without losing their impact.

Idan shares how his team manages nearly 500 events a year—ranging from intimate gatherings to Verkada One, the company’s flagship conference that draws thousands. The discussion explores the mechanics of scaling, from templates and workflows that make field events repeatable, to the creative and production investment that turns a product launch into something closer to a cultural experience.

The two also reflect on the broader role of in-person connection in an industry that increasingly relies on digital engagement. From hands-on demos to immersive experiences like escape rooms, they examine how events serve as a testing ground for ideas, a forum for customer insight, and a space where trust is built face-to-face.

The conversation widens to consider competition, innovation, and the challenge of staying one step ahead in both technology and presentation. For Idan, the lesson is clear: in events—as in security—success comes from combining efficiency with a willingness to push creative boundaries.

This episode offers a rare behind-the-scenes look at how one of the industry’s most visible brands balances scale with authenticity, and why the “wow factor” still matters in a crowded marketplace.