Event Marketing: Redefined

215 Episodes

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EP 196 | Your Event ROI Is a Sales Problem

2026-09-2345:03

Event ROI keeps getting blamed on the event team, but the real breakdown often starts once leads land in sales' hands. This episode traces exactly where that handoff falls apart, and who should actually own it. What we get into: ✅ The sales handoff moment where most event pipeline quietly dies ✅ Burnout as a structural failure, not a personal one ✅ A one-line test for whether your team is actually ready to exhibit Event marketers are asked to prove revenue impact from programs they...

EP 195 | Running Global Events with a Small Team and Bigger Expectations

2026-09-0941:03

Your CMO wants strategy. Your trade show is in three weeks. Your team just lost a headcount. Sound familiar? Ashley Keating runs the entire events and field marketing function at CallMiner: trade shows across the US, Canada, UK, and now Central Europe after a 2025 acquisition, plus webinars, field accelerators, and a newly expanded multi-city customer conference. All of it with a team of three. In this episode, she gets specific about the tension most senior event markete...

EP 194 | The One Line That Turns Order-Takers Into Advisors

2026-08-2638:16

Most event marketers know when a stakeholder's direction is off. Few have the line that turns that instinct into influence. In this episode: ✅ The strategy session Felicia interrupted to ask one question, and how it reshaped the entire agenda ✅ A hard number versus a changed conversation, and why she'll defend the second one to a room full of CFOs ✅ Her exact sentence for challenging stakeholder direction without starting a fight Felicia Kaban, Director of Event E...

EP 193 | Your Event Isn't the Problem. Leadership Is.

2026-08-1932:25

Your event wasn't the problem. Ask any event marketer to be honest, and they'll tell you exactly how they'd build a stronger show if they had the budget, the runway, and the right people in the room saying yes at the right time. But shrinking resources, last minute executive pivots, and stakeholders who show up late with big opinions are quietly wrecking programs that were never broken to begin with. This conversation echoes what senior leaders spent two days saying out loud at Event Marke...

EP 192 | Stop Measuring Customer Events Like Lead Gen

2026-08-0530:54

Customer events are not prospecting campaigns, so measuring them by leads alone misses their real business impact. The better questions are whether customers become more loyal, engage more deeply, and strengthen their relationship with your brand. Inside this episode: ✅ The customer-event metrics that reveal more than attendance and satisfaction scores ✅ How attendee-versus-nonattendee comparisons can uncover revenue, retention, and participation trends ✅ Why host books, peer interaction,...

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