Great Events

B2B marketing doesn’t have to be predictable and boring. When we put people first, brand experiences can be as creative, authentic, and engaging as anything in B2C. In this episode, Felicia Asiedu and Shannon Jones, co-founder of VERB, exchange ideas on creating brand experiences that break out of the corporate mold. They discuss the rise of B2B creators, how AI helps shape event experiences, and why authenticity is the key to building lasting connections. In this episode, you’ll learn: The power of B2B creators: How to bring authentic voices into your brand’s storytelling.AI in brand experiences: How tech can enhance personalization without losing the human touch.The modern B2B buyer identity: What millennials and Gen Z expect in brand experiences. Things to listen for: (00:00) Introducing Shannon Jones (02:06) The rise of B2B creators and what that means for brands (07:33) The ROI of experiential marketing (11:45) Using AI to personalize experiences (18:40) Making authentic connections in the B2B industry

Planning and executing successful events is only half the battle. But to truly maximize the impact, follow-up is just as important. At Cvent CONNECT 2025, guest host Matt Heinz sat down with Alura Roe and Ashley Biggie from 6sense to discuss post-event strategy. They share tips on using tech for personalized outreach and smarter engagement. Alura and Ashley also discuss effective audience segmentation and measuring event ROI beyond attendance. In this episode, you’ll learn: Tech-driven lead follow-up: Discover tools and techniques for smarter, more efficient follow-ups.Audience segmentation tips: Understand how to target the right people for greater impact.Measuring true ROI: Learn how to track event success beyond just attendance numbers. Things to listen for: (00:00) Introducing Alura Roe and Ashley Biggie (01:33) 6sense’s event-led growth strategy (03:57) Preparing for the event and the follow-up (08:25) Building a sales enablement playbook (12:09) Measuring and reporting event ROI (16:06) The future of events is all about human connection

Metrics are essential for understanding the success of your events, but there are certain things that data just can’t capture, like the magic moments of connection, delight, and surprise. In this episode, hosts Felicia Asiedu, Rachel Andrews, and Alyssa Peltier discuss how events can have a lasting impact on your attendees and your brand. They share creative ideas and strategies for building emotional connections with your guests. Listen and learn how to create experiences that go beyond expectations and truly resonate with your audience. In this episode, you’ll learn: How to craft moments that matter: Learn what makes an interaction memorable and how it shapes brand loyalty.The value of seamless experiences: Frictionless logistics contribute to attendee satisfaction and long-term impact.Empowering your event team: Learn how to turn staff and volunteers into intentional moment makers. Things to listen for: (00:00) Introducing Rachel Andrews, Alyssa Peltier & Felicia Asiedu (01:59) Event moments that matter (08:03) The intangible ROI of relationship building (12:57) Making the attendee experience as smooth as possible (16:21) Simple ideas to spark delight at events

Planning content for your event is a given. But are you also planning how you’ll use it after the event ends? At Cvent CONNECT 2025, guest host Matt Heinz spoke with Megan Martin, VP of Marketing and Innovation at EMC Meetings & Events, to discuss how events can become content engines that support marketing, sales, and ongoing audience engagement. Megan explains how pre-event planning helps teams capture the right moments for the right audiences with a clear plan to repurpose it all. In this episode, you’ll learn: Why teams need to align around content goals: Marketing, sales, and events should all be part of the conversation from the start.Ways to repurpose event sessions: From blog posts to sales tools, there’s more value in your sessions than you think.Tips for turning attendees into content creators: If you make it easy for attendees to create content, they can amplify your brand. Things to listen for: (00:00) Introducing Megan Martin (04:05) Personalize content for your funnel (07:03) How to repurpose event sessions (09:42) Cross-team collaboration to maximize content (12:25) Inspiring community-generated content at scale (18:45) How AI gives marketers creative space

Data always speaks—never underestimate its power to prove the impact of your events. At Cvent CONNECT 2025, guest host John Hunter sat down with Cvent’s Rachel Andrews and Robin Clark to discuss the definition and measurement of event success. They also share hard-won lessons about aligning with sales, attribution, and using data for smarter decision-making. In this episode, you’ll learn: Why defining success is crucial: Understand the importance of setting clear, data-driven goals for every event.Balancing business outcomes with attendee experience: Find out how to integrate fun with measurable results using data.Leveraging post-event follow-up for better results: Learn how to educate sales for better post-event engagement. Things to listen for: (00:00) Introducing Rachel Andrews and Robin Clark (01:24) How to measure event impact with data (06:17) Common ways teams misjudge event success (09:46) The challenge of attribution (12:03) Post-event follow-up with sales

Inconsistent data, limited executive buy-in, and cross-team misalignment are common challenges in the events industry. But at the latest Cvent CONNECT, these common struggles became the foundation for productive dialogue and real solutions. In this solo mini-sode, Alyssa Peltier shares key insights from an open forum with senior event leaders from some of the world’s largest brands. She discusses the five most pressing issues facing enterprise event programs today and the steps leaders are taking to move forward. In this episode, you’ll learn: How to build executive trust in your event strategy: Learn why storytelling with clean, consistent data is essential to gaining internal buy-in and budget approval.Creating a culture that supports strategic events: Shift your team’s mindset so strategy and execution work together to deliver real business outcomes.Evaluate tech that works: Get practical steps for auditing your current stack, reducing overlap, and aligning tools to real business needs. Things to listen for: (00:00) Introducing Alyssa Peltier (02:11) Challenges in the events industry (09:12) Solutions to reset your event program

Marketers spend months planning an unforgettable experience. And yet, it often feels like all that effort leads to just one day. But with the right approach, a single event can fuel months of content and conversation. In this episode, Rachel Andrews speaks with Chris Carver, Co-Founder and CEO of Sessionboard, a platform designed to streamline event content management. Chris shares how his deep understanding of planners' pain points has shaped the platform's approach to improving event workflows. He discusses how content can serve as a bridge between event marketing and broader organizational goals and how tech-enabled collaboration can unlock lasting value long after the event concludes. In this episode, you’ll learn: The power of event content: How content from events can extend beyond the event day to fuel long-term engagement.Speaker management strategies: Practical ways to streamline speaker workflows and save time.How tech encourages collaboration: Technology can bridge the gap between event and marketing teams for a more unified effort. Things to listen for: (00:00) Introducing Chris Carver (03:36) The challenges of content management (09:15) Maximize event content for your overall marketing strategy (19:30) Collaboration between event marketing and sales (21:48) The best way to find speakers for events (26:00) Understanding how senior-level marketers view events

Are your events truly built for everyone? In this episode, Felicia Asiedu is joined by Julia Santiago, Managing Director at the CSUN Center on Disabilities, and Stephen Cutchins, Senior Manager of Accessibility at Cvent. Together, they discuss what it takes to make accessibility a baseline, not a bonus. You’ll hear what inclusive event design looks like, how new laws are raising the bar, and why creating events for everyone is good for both your brand and your business. In this episode, you’ll learn: How to make accessibility a starting point: Learn why building inclusion into early planning makes events better for everyone.Why accessibility laws are tightening: Understand the impact of the European Accessibility Act and updates to the ADA.What questions planners should be asking: Get practical advice on accommodations, technology, and attendee communication. Things to listen for: (00:00) Introducing Julia Santiago and Stephen Cutchins (02:24) The CSUN Assistive Technology Conference (06:24) What’s driving the urgency for accessibility (09:28) Accessibility laws in the US and the EU (16:06) Designing for functionality, not disability (24:08) Web content accessibility (30:43) How to show your event is inclusive (31:50) Accessibility for all as the standard Resources: The Big Book of Event Accessibility: https://community.cvent.com/education/learning-centers/topic/accessibility

The world is in a constant state of change, and it’s making event professionals rethink everything. How is this uncertainty influencing the future of events? In this episode, Alyssa Peltier is joined by Cvent’s Julie Haddix and Jaimi Welch to discuss the current state of the events industry. Together, they break down key findings from the latest Pulse survey, exploring how political, economic, and social shifts affect planner sentiment, attendance expectations, and sourcing volumes. While confidence has dipped and challenges loom, the importance of in-person events and the continued reliance on event technology are stronger than ever.  In this episode, you’ll learn: The power of in-person events: Discover why in-person events remain valuable even in uncertain times.The importance of data-driven decision making: Learn how integrating event technology into your strategy leads to more informed, impactful decisions.Maximizing content value: Learn how to repurpose event content across multiple channels to extend its reach. Things to listen for: (00:00) Introducing Julie Haddix & Jaimi Welch (04:42) Latest planner sentiments in the Pulse Survey (08:37) The value of in-person events over time (14:06) How events continue to impact business strategy (19:02) Why a centralized CRM tech stack is crucial (22:16) Repurpose event content across platforms (27:21) Trends to keep an eye on in 2025

Small, medium, and large events each have their own purpose and strategy. They all bring something different to the table. In part two of our event-led growth (ELG) series, Camille Arnold, Director of Experiential Marketing at Splash, joins Alyssa Peltier, Rachel Andrews, and Felicia Asiedu to discuss how each type of event requires a unique approach. While smaller events may seem simpler and more scalable, they come with their own set of challenges that require careful planning and execution. Each event, big or small, plays an important role in your overall ELG strategy, but it’s equally important to leave space for experimentation. In this episode, you’ll learn: The role of experimentation in event planning: Discover why testing new ideas is crucial for keeping events fresh and engaging.Balancing scalability and creativity: Understand how to maintain flexibility while ensuring events align with your overall strategy.Maximizing event technology: Find out how the right tools can streamline processes and support both scaling and innovation. Things to listen for: (00:00) Introducing Camille Arnold (01:02) The strategy behind small vs. big events (06:21) Why events need to be scalable (08:17) Making room for event experimentation (10:43) The role of event tech in ELG (14:41) Measuring the impact of standalone events

Just because you’re hosting events doesn’t mean you’re practicing event-led growth. In part one of our event-led growth (ELG) series, Camille Arnold, Director of Experiential Marketing at Splash, joins Alyssa Peltier, Rachel Andrews, and Felicia Asiedu to unpack what it means to lead with an event-first strategy. They explore how ELG goes beyond event execution. It involves business alignment, attribution, tech stack readiness, and building meaningful, long-term customer relationships. Whether you are new to the concept or looking to refine your approach, this conversation sets the stage for a smarter, more strategic way to use events as a marketing channel. In this episode, you’ll learn: What ELG really looks like: Get clarity on the difference between doing events and building an event-led strategy.How to measure what matters: Learn the basics of attribution and how to connect event performance to revenue.Why small events go further: Understand the long-term impact of repeatable, relationship-driven experiences. Things to listen for: (00:00) Introducing Camille Arnold (05:27) Defining event-led growth (11:18) Being strategic with your event goals (13:00) How customer behavior has changed over time (15:38) Getting to know your ICP (20:45) Why embrace an ELG strategy? (21:50) Small events build lasting relationships (27:08) Proving impact through attribution

No matter how advanced technology gets, face-to-face events hold a unique space in building trust, community, and connection. In this episode, Felicia Asiedu and Rachel Andrews chat with Stacey Fontenot, the SVP of Marketing at Cvent. They discuss the lasting value of in-person experiences, the kind of leadership that brings out the best in teams, and how authenticity plays a key role in both. Stacey looks back at the career moments that shaped her leadership style, sharing advice for rising professionals so they can lead with confidence and stay true to themselves. In this episode, you’ll learn: How to lead with purpose: Discover why starting with “why” helps teams feel connected to the mission and unlock better results.Why events still matter: Learn how in-person experiences continue to create trust and engagement in a time of rapid AI advancement.Career lessons worth sharing: Hear Stacey’s take on saying yes, staying curious, and finding your voice, no matter where you are in your career. Things to listen for: (00:00) Introducing Stacey Fontenot (03:10) Reframing leadership: Think like a CMO (05:33) Women in leadership and building your network (10:44) Aligning teams with purpose and vision (15:13) Commit to your “word of the year” (19:25) Events build trust and connection (29:23) Career advice: say yes and stay curious

Event tech is more powerful than ever, but keeping up with constant changes is a job in itself. Enter the event technologist—the expert who ensures teams choose and use the right tools effectively. In this episode, Alyssa Peltier and Rachel Andrews sit down with Taylor Bohn, Event Technology Manager at Cvent, to explore the rise of event technologists as a critical function within meetings and events teams. Taylor shares how her role has grown from a one-person operation to a full team, the importance of aligning event tech with marketing and IT, and how to turn event data into actionable insights. In this episode, you’ll learn: Why event technologists are essential: Discover how they streamline processes, improve efficiency, and keep up with ever-changing event tech. Ways to use data more strategically: Find out how to incorporate insights in event planning and decision-making. Tips for integrating event tech in your organization: Learn how to work with different departments to maximize the value of your tech stack. Things to listen for: (00:00) Introducing Taylor Bohn (03:28) The event technologist role and its impact (14:13) Why collaboration is needed to improve event tech (17:10) Keeping up with new features in your tech stack (22:14) Content generation and insights through AI (28:39) Being open to the evolution of event roles and responsibilities

Women play a powerful role in the exhibitions industry, yet leadership positions have long been dominated by men. So the real question is, how can more women step into decision-making roles, and what support systems help make that happen? In this episode, Rachel Andrews sits down with Danica Tormohlen, VP of Group Content at Informa Connect and President of the North America chapter of Women in Exhibitions, alongside Oana Cipca, the organization’s Founder and Senior Manager at MECC in the Netherlands. They discuss the origins of Women in Exhibitions, the challenges women face in the industry, and how the organization has grown into a global network that supports, mentors, and uplifts women at all career stages. In this episode, you’ll learn: How Women in Exhibitions began:The key challenges in exhibitions:Ways to get involved: Things to listen for: (00:00) Introducing Oana Cipca & Danica Tormohlen (03:02) The origins of Women in Exhibitions (07:30) Addressing gender disparities in the exhibition industry (12:22) How Women in Exhibitions creates real career opportunities (18:13) Expanding Women in Exhibitions globally (22:41) Insights from the Women in Exhibitions World Summit (27:19) The power of mentorship and industry connections (31:07) How to get involved and take action today

Every event registration gives associations fresh, accurate member data—but are they using it to its full potential? Beyond tracking attendance, this information can shape personalized experiences, strengthen engagement, and lead to sponsorship opportunities. In this episode, guest host Elizabeth Wu (Powell), Marketing Manager of Industry Solutions at Cvent, sits down with Ben Muscolino, Founder and CEO of Breezio, AMS Geek, and Data Sangria. Ben explains the benefits of seamlessly integrating event tech with association management systems (AMS). He also discusses the biggest hurdles associations face with big data initiatives and shares practical strategies to overcome them. In this episode, you’ll learn: The best data practices for associations: Maintaining a clean and centralized database ensures accurate insights and better personalization for future events.Why cross-team collaboration is key: When event planners, marketers, IT teams, and membership departments align on data strategy, the entire organization benefits.How to maximize sponsorship impact: More targeted audience insights mean stronger partnerships and increased non-dues revenue. Things to listen for: (00:00) Introducing Ben Muscolino & Elizabeth Wu (Powell) (07:16) Why associations should care about event data (12:21) Improved sponsorship and targeting through event data (15:11) The benefits of a properly integrated database (21:21) Being intentional about the data you need (24:02) How associations can start improving their data strategy today (26:32) Getting leadership buy-in for event integration

The best events are those that feel curated, relevant, and valuable. People are eager to spend their time wisely, and that means delivering experiences that align with their needs and interests. In this episode, host Felicia Asiedu is joined by Cvent’s resident Content Marketing Manager, Victoria Akinsowon, to discuss event personalization. They share practical ways to customize events without overcomplicating the process, how to use feedback to craft meaningful experiences, and why small efforts can make a big impact.  With the right data and tools, event planners can design events that feel personal and truly worth attending. In this episode, you’ll learn: How to use AI for event personalization: AI can analyze attendee behavior and preferences to curate individualized experiences.The importance of feedback in event planning: Use survey insights to refine and elevate future events. Feedback is only useful if you act on it.The secret to impactful personalization: Less noise leads to better engagement. You can gain your audience’s respect by being more intentional about your content and events. Things to listen for: (00:00) Introducing Victoria Akinsowon (03:08) Why personalization matters more than ever before (04:41) Using audience data to improve engagement (08:14) Analyzing event patterns and trends with AI (13:39) Personalization is about how well you know your audience (16:17) Quality over quantity in content and events (18:04) Start small and maximize the use of technology

Ready to wrap up the top trends reshaping the world of marketing and events in 2025? In part 2 of our series, hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu tackle the final four trends. From data privacy innovations in venues to redefining metrics like "Return on Relationships," this episode discusses strategies for creating more impactful, inclusive, and sustainable events. You’ll learn how accessibility laws reshape event planning, why relationship-building is more critical than ever, and how to turn event content into year-round campaigns. In this episode, you’ll learn: How to secure smarter partnerships with venues:How to measure success with 'Return on Relationships': How to transform event content into evergreen assets: Things to listen for: (00:00) Introduction to part 2 of the episode with hosts Alyssa, Rachel, and Felicia (01:32) Hotels and venues adopting smarter tools for data privacy (07:34) Return on Relationships as a key metric for 2025 (09:00) Differentiating ROR from ROI and its importance for relationship events (15:07) Technology supporting accessibility compliance (16:48) The impact of the European Accessibility Act on planners (23:58) Event content fueling year-round campaigns (28:19) Leveraging AI tools for efficient content repurposing (29:45) Final takeaways on integrating event content into broader marketing goals

2025 is on the horizon, bringing trends that will transform your event strategy. And you can unlock these trends shaping events and marketing in 2025 with hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu. From AI-driven personalization to the growing demand for unique venues and memorable experiences, this episode covers the strategies every marketing and event professional should know. You’ll learn how AI can boost productivity and simplify planning, why field marketing is emerging as a key growth driver, and how to turn data into meaningful action. In this episode, you’ll learn: How to leverage AI for smarter event planning:How to create truly personalized experiences at scale:How to balance budget and creativity with unique venues: Things to listen for: (00:00) Introduction to the episode with hosts Alyssa, Rachel, and Felicia (02:04) Using AI to transform event planning (04:15) Rachel’s approach to quantifying AI’s impact on workflows (08:26) How personalization is evolving in event experiences (11:35) Leveraging AI for enhanced attendee engagement (14:16) The growing demand for unique and experiential venues (21:29) Balancing field marketing growth with resource constraints (30:34) Final takeaways on 2025 trends and their practical implications

The event industry is vast, dynamic, and often misunderstood—but it’s time to change that narrative. In this episode, Alyssa Peltier and Rachel Andrews sit down with Carrie Davenport, Lead Event Manager at Altria, and Candace Fitch, Howard Feiertag Professor of Practice in Hospitality Leadership at Virginia Tech, to discuss how education and real-world experience are shaping the next generation of event professionals. From student-led events that raise thousands for local causes to building a curriculum that prepares graduates for corporate, nonprofit, and government roles, Carrie and Candace share how they’re shifting perceptions of what it means to work in events. In this episode, you’ll learn: How hands-on education prepares future event professionals for real-world success:Why the event industry is more than weddings and parties:The importance of mentorship and networking for career growth: Things to listen for: (00:00) An introduction to the episode and guests Carrie Davenport and Candace Fitch (03:03) How Virginia Tech’s event management program grew (06:34) The importance of aligning industry experience with curriculum development (09:50) How students plan real events from start to finish (12:10) Why hands-on experience gives students a competitive edge in the job market (13:45) Breaking the wedding planner stereotype and exploring the full scope of event careers (18:57) Addressing challenges in event education, including the industry's “identity crisis” (21:50) Advice for students entering the workforce (24:45) The role of certifications and associations in growing your career (29:07) Why understanding the business side of events is key to long-term success (30:40) The vastness of the event industry and its impact on businesses and communities (31:04) Final takeaways and a look ahead to 2025

Planning events that leave a lasting impression is not only about logistics; it’s about creating experiences that connect, inspire, and celebrate a destination's story. In this episode, Rachel Andrews sits down with Michelle Moon, Vice President of Partners, Experience, and Events at Visit San Antonio, to uncover how destination marketing organizations (DMOs) bring a city’s unique culture to life for meetings and events. Michelle shares her journey from managing museums to citywide events, explaining how her team helps meeting planners turn ideas into immersive, memorable experiences. Michelle shares how her team aligns small businesses, local talent, and destination assets to deliver personalized activations, like custom scent bars and interactive hat fittings, that capture the heart of the city. In this episode, you’ll learn: How to unlock the full potential of destination management organizations: How to create unforgettable, multi-sensory event experiences:How to plan for seamless, large-scale events: Things to listen for: (00:00) An introduction to the episode with guest Michelle Moon (01:07) Michelle’s career journey from performing arts to destination management. (02:26) What it means to work for a Destination Marketing Organization (DMO) (07:16) How Visit San Antonio connects planners with local partners (11:43) The citywide event planning process (14:08) Unique ways Visit San Antonio prepares the city for events (16:24) Tailoring event experiences for different attendee demographics, focusing on immersive and sustainable initiatives. (26:17) Highlighting Visit San Antonio’s events (30:11) Michelle’s advice for aspiring professionals in the hospitality and events industry (31:10) Final takeaways and the importance of heart and willingness to learn.